{"id":286111,"date":"2025-06-10T17:16:10","date_gmt":"2025-06-10T15:16:10","guid":{"rendered":"https:\/\/rtrsports.com\/globalni-vydaje-na-sportovni-sponzoring\/"},"modified":"2025-07-04T12:56:53","modified_gmt":"2025-07-04T10:56:53","slug":"globalni-vydaje-na-sportovni-sponzoring","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/sports-sponsorship-data\/","title":{"rendered":"Glob\u00e1ln\u00ed v\u00fddaje na sportovn\u00ed sponzoring"},"content":{"rendered":"

V\u00fddaje na sportovn\u00ed sponzoring<\/b><\/span><\/h2>\n

Konec roku se rychle bl\u00ed\u017e\u00ed a progn\u00f3za celkov\u00fdch celosv\u011btov\u00fdch v\u00fddaj\u016f na sponzoring v roce 2017<\/strong> dos\u00e1hla ohromuj\u00edc\u00ed v\u00fd\u0161e 62,8 miliardy dolar\u016f, co\u017e p\u0159edstavuje meziro\u010dn\u00ed n\u00e1r\u016fst o 4,45 %. <\/span><\/p>\n

Tyto \u00fadaje jsou p\u016fsobiv\u00e9, pokud je porovn\u00e1me s t\u00edm, co se d\u011bje v tradi\u010dn\u00ed reklam\u011b. <\/span><\/p>\n

\"v\u00fddaje<\/p>\n

Obr\u00e1zek Statista<\/p>\n

Rok 2017 zaznamenal u r\u016fzn\u00fdch m\u00e9di\u00ed stagnaci nebo mal\u00fd pokles<\/strong> s v\u00fdjimkou digit\u00e1ln\u00ed reklamy obecn\u011b (kter\u00e1 p\u0159edstihla televizn\u00ed reklamu) a mobiln\u00ed reklamy, kter\u00e1 zaznamenala v\u00fdrazn\u00fd n\u00e1r\u016fst. Sektor jako celek vyk\u00e1zal d\u00edky digit\u00e1ln\u00ed reklam\u011b solidn\u00ed r\u016fst. <\/span><\/p>\n

\"\u00fadaje<\/p>\n

Obr\u00e1zek podle Zenith<\/p>\n

Pro\u010d sportovn\u00ed sponzoring?<\/b><\/span><\/h2>\n

Pro\u010d?<\/strong> Tuto ot\u00e1zku by si m\u011bl polo\u017eit ka\u017ed\u00fd, kdo m\u00e1 na starosti rozpo\u010det na marketing a komunikaci. Pro\u010d se<\/strong> nejzn\u00e1m\u011bj\u0161\u00ed spole\u010dnosti na sv\u011bt\u011b,<\/strong> ty, kter\u00e9 nepot\u0159ebuj\u00ed pov\u011bdom\u00ed o zna\u010dce, ty, kter\u00e9 jsou synonymem pro ur\u010ditou kategorii v\u00fdrobk\u016f (nap\u0159. spole\u010dnosti Coca-Cola, McDonald’s, P&G, Budweiser, Heineken, Telef\u00f3nica, Yokohama, Pirelli, Rolex, Mastercard, PlayStation, Verizon, UniCredit, Gazprom, Qatar Airways, Turkish Airways a DHL a dal\u0161\u00ed), siln\u011b anga\u017euj\u00ed v tomto odv\u011btv\u00ed?<\/strong> Pro\u010d do sponzoringu investuj\u00ed spole\u010dnosti, kter\u00e9 jsou tak rozd\u00edln\u00e9 a maj\u00ed r\u016fzn\u00e9 c\u00edle? <\/span><\/p>\n

V\u011bd\u00ed n\u011bco, co v\u011bt\u0161ina ostatn\u00edch spole\u010dnost\u00ed nev\u00ed? Je to forma maecenatismu? Maj\u00ed tyto spole\u010dnosti tak velk\u00e9 rozpo\u010dty na komunikaci, \u017ee si mohou dovolit je libovoln\u011b rozhazovat? <\/span><\/p>\n

Odpov\u011b\u010f je, jak jist\u011b tu\u0161\u00edte, z\u00e1porn\u00e1. Sportovn\u00ed sponzoring<\/strong> a jeho hodnota<\/strong> jsou natolik efektivn\u00ed, \u017ee se ka\u017ed\u00fdm dnem t\u011b\u0161\u00ed st\u00e1le v\u011bt\u0161\u00ed oblib\u011b. A existuje velmi jednoduch\u00e9 a rychl\u00e9 vysv\u011btlen\u00ed: tyto spole\u010dnosti se rozhodly b\u00fdt efektivn\u011bj\u0161\u00ed. <\/span><\/p>\n

NOV\u00dd SC\u00c9N\u00c1\u0158, jen n\u011bkolik n\u00e1znak\u016f <\/b><\/span><\/p>\n

1) Extr\u00e9mn\u00ed fragmentace <\/b><\/span><\/p>\n

V posledn\u00edch n\u011bkolika letech jsme byli sv\u011bdky obrovsk\u00e9ho n\u00e1r\u016fstu tematick\u00fdch televizn\u00edch kan\u00e1l\u016f: jen v<\/strong> Evrop\u011b jsme v roce 2017 m\u011bli podle MAVISE (datab\u00e1ze televizn\u00edch a audiovizu\u00e1ln\u00edch slu\u017eeb a spole\u010dnost\u00ed na vy\u017e\u00e1d\u00e1n\u00ed v Evrop\u011b, kterou z\u0159\u00eddila Evropsk\u00e1 audiovizu\u00e1ln\u00ed observato\u0159) celkem 5370 televizn\u00edch kan\u00e1l\u016f. V roce 2009 jich bylo 3615, co\u017e p\u0159edstavuje n\u00e1r\u016fst o 49 % (bez m\u00edstn\u00edch kan\u00e1l\u016f a oken). <\/span><\/p>\n

mavise.obs.coe.int\/welcome<\/span><\/p>\n

Plat\u00ed stejn\u00fd trend i pro ti\u0161t\u011bn\u00e9 \u010dasopisy?<\/strong> Ano, je to tak.<\/strong> V posledn\u00edch n\u011bkolika letech jsme byli sv\u011bdky velk\u00e9ho n\u00e1r\u016fstu konkr\u00e9tn\u00edch pap\u00edrov\u00fdch publikac\u00ed. Pro p\u0159\u00edklad se pod\u00edvejme na USA (USA +35 % mezi lety 2002 a 2016). <\/span><\/p>\n

Statistiky sportovn\u00edho sponzoringu<\/strong><\/h2>\n

\"\u00fadaje<\/p>\n

Jestli\u017ee tedy kdysi bylo relativn\u011b snadn\u00e9 dostat se k c\u00edlov\u00e9 skupin\u011b pomoc\u00ed n\u011bkolika m\u00e1lo kan\u00e1l\u016f a publikac\u00ed, nyn\u00ed, p\u0159i t\u00e9to obrovsk\u00e9 rozt\u0159\u00ed\u0161t\u011bnosti a rozpo\u010dtech, kter\u00e9 v d\u016fsledku toho nerostou, je velmi slo\u017eit\u00e9 b\u00fdt sly\u0161en a vid\u011bn c\u00edlovou skupinou. <\/span><\/p>\n

Kde je v\u00e1\u0161 c\u00edl?<\/strong><\/p>\n

Skute\u010dnou ot\u00e1zkou je, kde je dnes v\u00e1\u0161 c\u00edl?<\/strong> Kolik z v\u00edce ne\u017e 5000 evropsk\u00fdch kan\u00e1l\u016f sleduje va\u0161e c\u00edlov\u00e1 skupina? Nebo \u010dte ten skv\u011bl\u00fd nov\u00fd \u010dasopis, kter\u00fd vych\u00e1z\u00ed v n\u00e1kladu 5000 v\u00fdtisk\u016f? Riziko, kter\u00e9mu se market\u00e9r vystavuje, je proudit sv\u00e9 zdroje v tis\u00edc\u00edch kapek, kter\u00e9 nikoho nezas\u00e1hnou. <\/span><\/p>\n

2) Digit\u00e1ln\u00ed exploze<\/b><\/span><\/p>\n

Rozmach digit\u00e1ln\u00edch technologi\u00ed je\u0161t\u011b v\u00edce zkomplikoval pr\u00e1ci v\u0161ech CMO.<\/span><\/p>\n

Spoustu informac\u00ed lze nyn\u00ed konzumovat digit\u00e1ln\u011b a z\u00e1rove\u0148 jsme zaznamenali obrovsk\u00fd n\u00e1r\u016fst chytr\u00fdch telefon\u016f. Podle tohoto pr\u016fzkumu z\u00edsk\u00e1v\u00e1 v\u00edce ne\u017e 60 % dosp\u011bl\u00fdch v USA zpr\u00e1vy prost\u0159ednictv\u00edm soci\u00e1ln\u00edch m\u00e9di\u00ed. <\/span><\/p>\n

www.journalism.org\/2016\/05\/26\/news-use-across-social-media-platforms-2016\/<\/a><\/span><\/p>\n

Sou\u010dasn\u011b s t\u00edmto trendem se na soci\u00e1ln\u00edch s\u00edt\u00edch objevily i firmy, tak\u017ee lid\u00e9 s nimi nyn\u00ed mohou p\u0159\u00edmo komunikovat. Nyn\u00ed m\u00e1 v\u0161ak c\u00edlov\u00e1 skupina p\u0159\u00edm\u00fd p\u0159\u00edstup do obchod\u016f rozm\u00edst\u011bn\u00fdch po cel\u00e9m sv\u011bt\u011b; m\u016f\u017ee se pod\u00edvat na nejlep\u0161\u00ed nab\u00eddky, objevovat produkty a vym\u011b\u0148ovat si o nich informace… nebo o v\u00edt\u011bzn\u00e9m z\u00e1kaznick\u00e9m servisu, kter\u00fd je, jak\u00e1 sm\u016fla, odrazil jako gumov\u00e1 st\u011bna. <\/span><\/p>\n

V roce 2017 existuje v\u00edce ne\u017e miliarda aktivn\u00edch webov\u00fdch str\u00e1nek a obrat z elektronick\u00e9ho obchodov\u00e1n\u00ed na<\/strong> cel\u00e9m sv\u011bt\u011b p\u0159esahuje 2 biliony<\/strong> . www.atom.com\/blog\/internet-statistics\/.<\/a><\/span><\/p>\n

3) KREDIBILITA<\/b><\/span><\/p>\n

Dal\u0161\u00edm jednoduch\u00fdm bodem je d\u016fv\u011bryhodnost.<\/strong> Nev\u011b\u0159\u00edme n\u011bkomu, kdo se n\u00e1m sna\u017e\u00ed prodat sv\u00e9 v\u00fdrobky (a utr\u00e1c\u00ed p\u0159itom spoustu pen\u011bz) a tvrd\u00ed n\u00e1m, \u017ee jeho v\u00fdrobky jsou nejlep\u0161\u00ed… Lid\u00e9 jsou roz\u010darovan\u00ed a v\u00edce si uv\u011bdomuj\u00ed reklamn\u00ed procesy.<\/span><\/p>\n

Nyn\u00ed tedy mus\u00edte \u010delit extr\u00e9mn\u00ed rozt\u0159\u00ed\u0161t\u011bnosti a uv\u011bdom\u011blej\u0161\u00edmu a roz\u010darovan\u011bj\u0161\u00edmu c\u00edli. <\/b><\/span><\/p>\n

Nav\u00edc jsou lid\u00e9 pono\u0159eni do reklam.<\/strong>.. a nemaj\u00ed r\u00e1di, kdy\u017e je n\u011bkdo neust\u00e1le vyru\u0161uje. Lid\u00e9 se rad\u011bji d\u00edvaj\u00ed na sv\u00e9 osobn\u00ed obrazovky (proto tak prudce rostou v\u00fddaje na reklamu v mobiln\u00edch za\u0159\u00edzen\u00edch), ne\u017e aby sledovali nebo konzumovali jakoukoli jinou formu reklamy. O v\u00fdrobek nebo slu\u017ebu se zaj\u00edmaj\u00ed pouze tehdy, kdy\u017e ji pot\u0159ebuj\u00ed, a mus\u00edme si p\u0159iznat, \u017ee v \u017eivot\u011b jsou zaj\u00edmav\u011bj\u0161\u00ed v\u011bci ne\u017e nov\u00fd \u0161ampon nebo levn\u011bj\u0161\u00ed tarif za energie. Alespo\u0148 do t\u00e9 doby, ne\u017e je budeme pot\u0159ebovat. A kdy\u017e to pot\u0159ebujeme, vygooglujeme si to. <\/span><\/p>\n

TAK\u017dE POT\u0158EBUJETE ZP\u016eSOB, JAK OPTIMALIZOVAT SV\u016eJ ROZPO\u010cET, ANI\u017d BYSTE HO ROZT\u0158\u00cd\u0160TILI NA P\u0158\u00cdLI\u0160 MNOHO KAPEK; POT\u0158EBUJETE N\u011aCO, CO NERU\u0160\u00cd VA\u0160I C\u00cdLOVOU SKUPINU; POT\u0158EBUJETE N\u011aCO, CO SE C\u00cdLOV\u00c1 SKUPINA ROZHODNE SLEDOVAT S V\u00c1\u0160N\u00cd A Z\u00c1JMEM.<\/span><\/strong><\/p>\n

Ch\u00e1pete, pro\u010d v\u0161echny tyto velk\u00e9 spole\u010dnosti vyu\u017e\u00edvaj\u00ed sportovn\u00ed sponzoring? <\/b><\/span><\/p>\n

Jejich zna\u010dky jsou v ud\u00e1losti zakotveny, zat\u00edmco c\u00edlov\u00e1 skupina se rozhodla po\u0159ad sledovat. <\/span>Stanou se sou\u010d\u00e1st\u00ed n\u011b\u010deho, co c\u00edlov\u00e1 skupina miluje; c\u00edlov\u00e1 skupina za\u010dne oce\u0148ovat podporu, kterou zna\u010dka poskytuje jej\u00edmu obl\u00edben\u00e9mu sportu. ZNA\u010cKA JE OBOHACENA O POZITIVN\u00cd HODNOTY SPONZOROVAN\u00c9 SPORTOVN\u00cd DISCIPL\u00cdNY, T\u00ddMU NEBO SPORTOVCE. Po ur\u010dit\u00e9 dob\u011b je postoj c\u00edlov\u00e9 skupiny ke zna\u010dk\u00e1m pozitivn\u00ed a pozitivn\u00ed postoj vede k n\u00e1kupn\u00edmu z\u00e1m\u011bru. <\/span><\/p>\n

link.springer.com\/chapter\/10.1007\/978-3-319-10951-0_214<\/span><\/a><\/span><\/p>\n

www.thebalance.com\/sponsorship-a-key-to-powerful-marketing-2295276<\/a><\/span><\/p>\n

Zna\u010dka se nyn\u00ed nesna\u017e\u00ed vnucovat svou p\u0159\u00edtomnost t\u00edm, \u017ee by p\u0159ed c\u00edlovou skupinu tla\u010dila reklamy nebo jakoukoli jinou formu; zna\u010dka je sou\u010d\u00e1st\u00ed skupiny, je milov\u00e1na a oce\u0148ov\u00e1na za sv\u016fj p\u0159\u00ednos, je zakotvena v po\u0159adu a pat\u0159\u00ed do srdc\u00ed fanou\u0161k\u016f.<\/span><\/p>\n

Zna\u010dka se m\u016f\u017ee soust\u0159edit na jedin\u00fd program, ani\u017e by pl\u00fdtvala sv\u00fdmi zdroji… m\u00e9dia automaticky a bez dal\u0161\u00edch n\u00e1klad\u016f zobraz\u00ed jej\u00ed p\u0159\u00edtomnost s obrovsk\u00fdm zv\u00fd\u0161en\u00edm pov\u011bdom\u00ed o zna\u010dce. A pokud by zna\u010dka cht\u011bla vyu\u017e\u00edt i dal\u0161\u00ed m\u00e9dia… je o \u010dem vypr\u00e1v\u011bt. K dispozici je tak\u00e9 spousta materi\u00e1l\u016f pro soci\u00e1ln\u00ed platformy, post\u0159eh\u016f, p\u0159\u00edle\u017eitost\u00ed ze z\u00e1kulis\u00ed a p\u0159\u00edle\u017eitost\u00ed, kter\u00e9 jsou ur\u010deny pouze pro partnery. <\/span><\/p>\n

St\u00e1le si mysl\u00edte, \u017ee velk\u00e9 spole\u010dnosti, kter\u00e9 jsme jmenovali na za\u010d\u00e1tku, sponzoruj\u00ed sport jen proto, \u017ee maj\u00ed r\u00e1di dobrou hru??<\/b><\/span><\/p>\n

Sportovn\u00ed sponzorsk\u00e9 spole\u010dnosti. Pro\u010d?<\/strong><\/h2>\n

Pokud si budete cht\u00edt popov\u00eddat o sponzoringu a sportovn\u00edm marketingu, nev\u00e1hejte kontaktovat spole\u010dnost RTR Sports Marketing na adrese. info@rtrsports.com<\/span><\/a><\/span><\/p>\n

V p\u0159\u00ed\u0161t\u00edm d\u00edle se budeme v\u011bnovat zapojen\u00ed fanou\u0161k\u016f a zpen\u011b\u017een\u00ed dosahu soci\u00e1ln\u00edch m\u00e9di\u00ed. <\/span><\/p>\n

Nav\u0161t\u011bvujte RTR Sports<\/a>. <\/b> <\/span><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

V\u00fddaje na sportovn\u00ed sponzoring Konec roku se rychle bl\u00ed\u017e\u00ed a progn\u00f3za celkov\u00fdch celosv\u011btov\u00fdch v\u00fddaj\u016f na sponzoring v roce 2017 dos\u00e1hla ohromuj\u00edc\u00ed v\u00fd\u0161e 62,8 miliardy dolar\u016f, co\u017e p\u0159edstavuje meziro\u010dn\u00ed n\u00e1r\u016fst o 4,45 %. Tyto \u00fadaje jsou p\u016fsobiv\u00e9, pokud je porovn\u00e1me s t\u00edm, co se d\u011bje v tradi\u010dn\u00ed reklam\u011b. Obr\u00e1zek Statista Rok 2017 zaznamenal u r\u016fzn\u00fdch m\u00e9di\u00ed […]<\/p>\n","protected":false},"author":14,"featured_media":188780,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20230,20229],"tags":[],"class_list":["post-286111","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing","category-sportovni-sponzoring"],"acf":[],"contentshake_article_id":"","yoast_head":"\nCelosv\u011btov\u00e9 v\u00fddaje na sponzoring v roce 2017 V\u00fddaje na sponzoring ve sportu<\/title>\n<meta name=\"description\" content=\"\u00dadaje o sportovn\u00edm sponzoringu za rok 2017, zpr\u00e1va o v\u00fddaj\u00edch na sportovn\u00ed sponzoring za rok 2017 a n\u011bkolik tip\u016f na glob\u00e1ln\u00ed v\u00fddaje na sponzoring v roce 2018, o spole\u010dnostech zab\u00fdvaj\u00edc\u00edch se sportovn\u00edm sponzoringem!\" 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