{"id":286782,"date":"2025-06-12T14:33:26","date_gmt":"2025-06-12T12:33:26","guid":{"rendered":"https:\/\/rtrsports.com\/co-je-to-technicky-sponzor\/"},"modified":"2025-07-20T00:30:12","modified_gmt":"2025-07-19T22:30:12","slug":"co-je-to-technicky-sponzor","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/what-a-sponsor-technician\/","title":{"rendered":"Co je to technick\u00fd sponzor?"},"content":{"rendered":"

Mezi mnoha typy sponzoringu<\/strong><\/a> a partnerstv\u00ed<\/strong>, o nich\u017e jsme ji\u017e hovo\u0159ili na p\u0159edchoz\u00edch str\u00e1nk\u00e1ch tohoto blogu, si jist\u011b zaslou\u017e\u00ed bli\u017e\u0161\u00ed zkoum\u00e1n\u00ed technick\u00fd sponzoring<\/strong>.<\/p>\n

Ani\u017e bychom si \u010dinili n\u00e1roky na akademick\u00e9 znalosti, m\u016f\u017eeme definovat technick\u00fd sponzoring jako z\u00edsk\u00e1n\u00ed marketingov\u00fdch pr\u00e1v vypl\u00fdvaj\u00edc\u00edch ze spojen\u00ed spole\u010dnosti vyr\u00e1b\u011bj\u00edc\u00ed zbo\u017e\u00ed a poskytuj\u00edc\u00ed slu\u017eby se sportovn\u00edm majetkem (t\u00fdmem, ud\u00e1lost\u00ed nebo organizac\u00ed), kter\u00e9 se shoduje se sou\u010dasn\u00fdm dod\u00e1n\u00edm takov\u00e9ho zbo\u017e\u00ed a slu\u017eeb samotn\u00e9mu majetku, kter\u00e9 jsou nezbytn\u00e9 pro realizaci hlavn\u00edho sportovn\u00edho projektu majetku.<\/strong><\/p>\n

Jak vid\u00edte, tato definice obsahuje n\u011bkolik prvk\u016f.<\/p>\n

Pod\u00edvejme se na n\u011b<\/h2>\n

P\u0159edev\u0161\u00edm je t\u0159eba \u0159\u00edci, \u017ee technick\u00fd sponzor je sponzorem s\u00e1m<\/strong> o sob\u011b, tj. stranou, kter\u00e1 m\u00e1 za c\u00edl z\u00edskat marketingov\u00e1 a komunika\u010dn\u00ed pr\u00e1va za \u00fa\u010delem z\u00edsk\u00e1n\u00ed ekonomick\u00e9ho prosp\u011bchu, um\u00edst\u011bn\u00ed, zviditeln\u011bn\u00ed apod. Tento aspekt, kter\u00fd je spole\u010dn\u00fd v\u0161em typ\u016fm sponzoringu, je z\u00e1sadn\u00ed a je hlavn\u00edm d\u016fvodem ka\u017ed\u00e9 sponzorsk\u00e9 smlouvy.<\/p>\n

Zadruh\u00e9 je to poskytov\u00e1n\u00ed zbo\u017e\u00ed a slu\u017eeb<\/strong>, kter\u00e9 n\u00e1sleduje po sponzorsk\u00e9 smlouv\u011b a prob\u00edh\u00e1 sou\u010dasn\u011b s n\u00ed. Technick\u00fd sponzor pou\u017e\u00edv\u00e1 sv\u00e9 v\u00fdrobky nebo slu\u017eby jako z\u00e1kladn\u00ed sou\u010d\u00e1st sponzorsk\u00e9 odm\u011bny. Jako p\u0159\u00edklad lze uv\u00e9st od\u011bvn\u00ed spole\u010dnost, kter\u00e1 vyr\u00e1b\u00ed hrac\u00ed dresy, kter\u00e1 se st\u00e1v\u00e1 technick\u00fdm sponzorem t\u00fdmu, kdy\u017e – na z\u00e1klad\u011b sponzorsk\u00e9 smlouvy – dod\u00e1v\u00e1 tak\u00e9 dresy, v nich\u017e t\u00fdm nastupuje na h\u0159i\u0161t\u011b.<\/p>\n

Technick\u00fd sponzor<\/h2>\n

To je klasick\u00fd p\u0159\u00edpad velk\u00fdch zna\u010dek sportovn\u00edho oble\u010den\u00ed, jako jsou Nike, Adidas, Puma<\/strong> a Macron<\/strong>, kter\u00e9 jsou technick\u00fdmi sponzory Juventusu, Manchesteru United<\/strong>, AC Mil\u00e1n a Lazia. Tot\u00e9\u017e v\u0161ak plat\u00ed i pro spole\u010dnost D.I.D., kter\u00e1 vyr\u00e1b\u00ed \u0159et\u011bzy pro motocykly Ducati<\/strong> v MotoGP<\/a><\/strong>, pro spole\u010dnost Brembo, kter\u00e1 dod\u00e1v\u00e1 brzdy pro Scuderii Ferrari<\/strong>, nebo pro spole\u010dnost Wilson,<\/strong> kter\u00e1 vyr\u00e1b\u00ed rakety, je\u017e dr\u017e\u00ed Roger Federer<\/strong>.<\/p>\n

Zde je v\u0161ak nezbytn\u00e9 rozli\u0161ovat a objasnit \u010d\u00e1st definice, kter\u00e1 zn\u00ed \u201enezbytn\u00e9 pro realizaci hlavn\u00edho sportovn\u00edho projektu nemovitosti\u201c<\/strong>. Ne v\u0161echny spole\u010dnosti, kter\u00e9 poskytuj\u00ed zbo\u017e\u00ed (nebo slu\u017eby) t\u00fdm\u016fm nebo sportovc\u016fm, lze definovat jako technick\u00e9 partnery: rozd\u00edl spo\u010d\u00edv\u00e1 v poskytov\u00e1n\u00ed prvk\u016f, kter\u00e9 jsou naprosto nezbytn\u00e9 pro v\u00fdkon dan\u00e9 \u010dinnosti<\/strong>. Brzdy a pneumatiky jsou nezbytn\u00e9 pro ty, kdo z\u00e1vod\u00ed v autech nebo na motocyklech, stejn\u011b jako je podle p\u0159edpis\u016f povinn\u00e9 hr\u00e1t fotbal s dresem nebo tenis s raketou. Naopak v\u00fdrobce t\u011bstovin \u010di oleje nebo gener\u00e1ln\u00ed dodavatele, kte\u0159\u00ed poskytuj\u00ed pohostinsk\u00e9 a kancel\u00e1\u0159sk\u00e9 slu\u017eby, lze jen st\u011b\u017e\u00ed pova\u017eovat za technick\u00e9 partnery.<\/p>\n

Odm\u011bny, zbo\u017e\u00ed a slu\u017eby<\/h2>\n

A kone\u010dn\u011b, nebylo \u0159e\u010deno nic o kompenzaci<\/strong> tohoto typu sponzorsk\u00e9<\/strong> smlouvy. Pokud se -tradi\u010dn\u011b- kompenzace za Hlavn\u00ed sponzorstv\u00ed<\/strong><\/a> je t\u00e9m\u011b\u0159 z\u00e1sadn\u011b pen\u011b\u017en\u00ed, st\u00e1v\u00e1 se tato z\u00e1le\u017eitost slo\u017eit\u011bj\u0161\u00ed, pokud jsou v s\u00e1zce tak hodnotn\u00e9 zbo\u017e\u00ed a slu\u017eby, jako jsou ty, o nich\u017e byla \u0159e\u010d v\u00fd\u0161e. Nen\u00ed nep\u0159esn\u00e9 \u0159\u00edci, \u017ee v p\u0159\u00edpad\u011b technick\u00e9ho sponzoringu je t\u0159eba ka\u017ed\u00fd p\u0159\u00edpad zkoumat individu\u00e1ln\u011b s ohledem na prvky, kter\u00e9 jsou v s\u00e1zce. N\u011bkdy m\u016f\u017ee k vyrovn\u00e1n\u00ed dohody posta\u010dovat pouh\u00e9 dod\u00e1n\u00ed materi\u00e1lu, zat\u00edmco v jin\u00fdch p\u0159\u00edpadech je nutn\u00e9 kombinovat zbo\u017e\u00ed s finan\u010dn\u00ed odm\u011bnou<\/strong>.<\/p>\n

Ned\u00e1vn\u00fdm p\u0159\u00edkladem je dohoda mezi spole\u010dnost\u00ed Nike<\/strong> a Manchesterem City. Zna\u010dka swoosh<\/strong>, krom\u011b toho, \u017ee mus\u00ed dod\u00e1vat ve\u0161ker\u00fd materi\u00e1l pro hr\u00e1\u010de a zam\u011bstnance, bude anglick\u00e9mu klubu platit v\u00fdrazn\u00fd \u0161ek na 45 milion\u016f liber ro\u010dn\u011b. Podobn\u011b stejn\u00e1 americk\u00e1 spole\u010dnost zaplatila zhruba jednu miliardu dolar\u016f za smlouvu o dod\u00e1vk\u00e1ch pro celou basketbalovou NBA.<\/strong> Dalo by se \u0159\u00edci, \u017ee jde o astronomick\u00e9 \u010d\u00e1stky, ale cui prodest<\/em>?<\/strong><\/p>\n

\"definice<\/p>\n

\u00da\u010dinnost a n\u00e1vratnost<\/h2>\n

Skute\u010dnost je takov\u00e1, \u017ee technick\u00fd sponzoring<\/strong> je jedn\u00edm z nejefektivn\u011bj\u0161\u00edch<\/strong> a nejrychlej\u0161\u00edch v\u00fdnos\u016f<\/strong>. To, co se t\u00edmto typem smlouvy sd\u011bluje, chcete-li se vymanit z metafory, je: \u201em\u00e9 v\u00fdrobky jsou tak dobr\u00e9, \u017ee je pou\u017e\u00edvaj\u00ed nejlep\u0161\u00ed sportovci na sv\u011bt\u011b. Se v\u0161\u00ed pravd\u011bpodobnost\u00ed tedy budou velmi dobr\u00e9 i pro b\u011b\u017en\u00e9 u\u017eivatele\u201c.<\/em> Fanou\u0161ci ur\u010dit\u00e9ho sportu, zejm\u00e9na ti, kte\u0159\u00ed jej provozuj\u00ed<\/strong>, v\u011bnuj\u00ed velkou pozornost<\/strong> v\u00fdb\u011bru v\u00fdrobk\u016f, kter\u00e9 superhv\u011bzdy<\/strong> pou\u017e\u00edvaj\u00ed na h\u0159i\u0161t\u00edch, a nev\u00e1haj\u00ed si koupit stejn\u00e9 vybaven\u00ed v nad\u011bji, \u017ee zlep\u0161\u00ed sv\u00e9 v\u00fdkony.<\/p>\n

Nen\u00ed neobvykl\u00e9 vid\u011bt na ned\u011bln\u00edch kurtech d\u011bti, kter\u00e9 nos\u00ed stejn\u00e9 boty jako Messi<\/strong> nebo Ronaldo, b\u011b\u017ece, kte\u0159\u00ed<\/strong> nos\u00ed stejn\u00e9 br\u00fdle jako Mo Farah<\/strong>, nebo tenisov\u00e9 nad\u0161ence, kte\u0159\u00ed se ob\u011btuj\u00ed pro Nadalovy<\/strong> tretry Babolat Pure Aero<\/strong>.<\/p>\n

Pozor, a v tom spo\u010d\u00edv\u00e1 velk\u00e1 \u00fa\u010dinnost sponzoringu<\/strong>: nejde jen o m\u00f3du (i kdy\u017e ta je samoz\u0159ejm\u011b nezanedbateln\u00fdm prvkem), ale o skute\u010dn\u00e9 p\u0159ed\u00e1n\u00ed hodnoty, kterou u\u017eivatel\/u\u017eivatelka jasn\u011b vn\u00edm\u00e1 a okam\u017eit\u011b pochop\u00ed vrozen\u00e9 kvality produktu.<\/strong><\/p>\n

\"technick\u00fd<\/p>\n

Jakou hodnotu maj\u00ed techni\u010dt\u00ed sponzo\u0159i?<\/h2>\n

Nejv\u011bt\u0161\u00ed a nejobt\u00ed\u017en\u011bj\u0161\u00ed technick\u00e9 sponzorstv\u00ed se vyskytuje p\u0159edev\u0161\u00edm ve sv\u011bt\u011b fotbalu<\/strong>, a\u010dkoli rozd\u00edl oproti ostatn\u00edm sport\u016fm se v posledn\u00edch letech v\u00fdrazn\u011b sn\u00ed\u017eil.<\/p>\n

Jakou ekonomickou hodnotu m\u00e1 technick\u00e9 sponzorov\u00e1n\u00ed nejv\u00fdznamn\u011bj\u0161\u00edch sportovn\u00edch akc\u00ed na sv\u011bt\u011b? A p\u0159edev\u0161\u00edm, kter\u00e9 nejzn\u00e1m\u011bj\u0161\u00ed zna\u010dky tento typ sponzoringu vyu\u017e\u00edvaj\u00ed?<\/p>\n

Zde je n\u011bkolik p\u0159\u00edklad\u016f:<\/p>\n

Na za\u010d\u00e1tku sez\u00f3ny 2017-2018 podepsala americk\u00e1 zna\u010dka Nike osmiletou smlouvu s po\u0159adatelem mistrovstv\u00ed americk\u00e9 basketbalov\u00e9 ligy NBA<\/strong>. R\u016fzn\u00e9 zdroje hovo\u0159\u00ed a potvrzuj\u00ed, \u017ee hodnota smlouvy mezi ob\u011bma stranami se pohybuje kolem 1 miliardy dolar\u016f.<\/p>\n

Co se t\u00fd\u010de fotbalov\u00e9ho sv\u011bta, Barcelona<\/strong> a Nike a Real Madrid<\/strong> s Adidasem vedou tento zvl\u00e1\u0161tn\u00ed \u017eeb\u0159\u00ed\u010dek. Blaugrana a kn\u00edr podepsali v roce 2018 desetiletou smlouvu v hodnot\u011b 178 milion\u016f dolar\u016f ro\u010dn\u011b, zat\u00edmco Blancos a n\u011bmeck\u00e1 zna\u010dka uzav\u0159eli v minul\u00fdch m\u011bs\u00edc\u00edch dohodu v hodnot\u011b 169 milion\u016f dolar\u016f, kter\u00e1 je bude zavazovat na dal\u0161\u00edch deset let. Jedin\u00fd, tak\u0159\u00edkaj\u00edc, Juventus<\/strong> Cristiana Ronalda<\/strong>, kter\u00fd vyu\u017e\u00edv\u00e1 z\u00e1kladn\u00ed zbo\u017e\u00ed a slu\u017eby Adidasu za 51 milion\u016f za sezonu.<\/p>\n

\u017deb\u0159\u00ed\u010dku nejl\u00e9pe placen\u00fdch sportovc\u016f sv\u011bta v\u00e9vod\u00ed portugalsk\u00e9 eso Star\u00e9 d\u00e1my, kter\u00e9 od firmy Nike dost\u00e1v\u00e1 p\u0159ibli\u017en\u011b 18 milion\u016f dolar\u016f. Rozhodn\u011b obrovsk\u00e1 \u010d\u00e1stka ve srovn\u00e1n\u00ed s dal\u0161\u00edmi sportovn\u00edmi hv\u011bzdami, jako je Lionel Messi,<\/strong> kter\u00fd dost\u00e1v\u00e1 7 milion\u016f dolar\u016f od spole\u010dnosti Adidas<\/strong>, a bojovn\u00edk UFC Conor McGregor<\/strong>, kter\u00fd je spojov\u00e1n s americkou spole\u010dnost\u00ed Reebok<\/strong> za 5 milion\u016f dolar\u016f.<\/p>\n

Ve sv\u011bt\u011b mu\u017esk\u00e9ho tenisu podepsal n\u011bkolikan\u00e1sobn\u00fd \u0161v\u00fdcarsk\u00fd \u0161ampion Roger Federer<\/strong> dokonce do\u017eivotn\u00ed smlouvu na 2 miliony ro\u010dn\u011b s americk\u00fdm dodavatelem raket a ta\u0161ek Wilson<\/strong>. V \u017eensk\u00e9 oblasti je japonsk\u00e1 tenistka Naomi \u00d3sakaov\u00e1<\/strong> ve sv\u00fdch pouh\u00fdch 23 letech podle slavn\u00e9ho \u010dasopisu Forbes nejl\u00e9pe placenou sportovkyn\u00ed v\u016fbec, a to d\u00edky 8,5 milionu, kter\u00e9 ro\u010dn\u011b dost\u00e1v\u00e1 od spole\u010dnosti Nike, \u010d\u00edm\u017e p\u0159ekon\u00e1v\u00e1 mnohem slavn\u011bj\u0161\u00ed Serenu Williamsovou<\/strong> a Marii \u0160arapovovou<\/strong>.<\/p>\n

V neposledn\u00ed \u0159ad\u011b je tak\u00e9 d\u016fle\u017eit\u00e9 zd\u016fraznit exponenci\u00e1ln\u00ed r\u016fst technick\u00e9ho sponzoringu ve virtu\u00e1ln\u00edch sportovn\u00edch sout\u011b\u017e\u00edch. Nejv\u011bt\u0161\u00ed americk\u00fd kabelov\u00fd oper\u00e1tor Xfinity spole\u010dnosti Comcast<\/strong> a n\u011bmeck\u00e1 nadn\u00e1rodn\u00ed spole\u010dnost T-Mobile<\/strong> ji\u017e n\u011bkolik let poskytuj\u00ed n\u00e1stroje pro p\u0159ipojen\u00ed a digit\u00e1ln\u00ed platformy na podporu elektronick\u00fdch sport\u016f<\/strong>, co\u017e je trh, kter\u00fd neust\u00e1le roste a jeho\u017e hodnota dosahuje t\u00e9m\u011b\u0159 1 miliardy USD.<\/p>\n

Promluvme si o motorech<\/h2>\n

Pravd\u011bpodobn\u011b nej\u00fa\u010dinn\u011bj\u0161\u00ed p\u0159\u00edklad poch\u00e1z\u00ed op\u011bt ze sv\u011bta automobil\u016f.<\/strong> Ti, kdo motorky pou\u017e\u00edvaj\u00ed<\/strong> \u010dasto a s v\u00e1\u0161n\u00ed (a p\u0159edev\u0161\u00edm s obez\u0159etn\u00fdm v\u011bdom\u00edm), si dob\u0159e uv\u011bdomuj\u00ed d\u016fle\u017eitost prvot\u0159\u00eddn\u00edho ochrann\u00e9ho od\u011bvu<\/strong> a nevad\u00ed jim ani eura, kdy\u017e si koup\u00ed nov\u00fd chr\u00e1ni\u010d p\u00e1te\u0159e, rukavice, helmu<\/strong> nebo polstrovanou bundu<\/strong>. Zna\u010dky jako Dainese, Alpinestars, AGV<\/strong> a Arai<\/strong> (a samoz\u0159ejm\u011b mnoho dal\u0161\u00edch) u\u010dinily ze sportovn\u00ed komunikace a sponzoringu sv\u016fj hlavn\u00ed marketingov\u00fd p\u0159\u00ednos pr\u00e1v\u011b proto, \u017ee nic neinspiruje k bezpe\u010dnosti tak jako stejn\u00e1 helma, kterou nos\u00ed jezdci MotoGP<\/strong> (nebo SuperBike) p\u0159i sv\u00fdch mimo\u0159\u00e1dn\u00fdch v\u00fdkonech.<\/p>\n

Na druhou stranu, pokud Valentino Rossi v\u011b\u0159\u00ed voz\u016fm AGV, pro\u010d by jim nev\u011b\u0159il pan Luigi, kdy\u017e se vyd\u00e1v\u00e1 na cestu do pr\u00e1ce?<\/p>\n

Technick\u00fd sponzoring se tak m\u016f\u017ee uk\u00e1zat nejen jako \u00fa\u010dinn\u00fd n\u00e1stroj, kter\u00fd m\u016f\u017ee p\u0159in\u00e9st v\u00fdznamn\u00e9 v\u00fdsledky v oblasti komunikace nebo prodeje – vzpome\u0148te si na po\u010det replik dres\u016f s Ronaldem, kter\u00e9 Adidas prod\u00e1 do roku 2027 -, ale v p\u0159\u00edpad\u011b materi\u00e1l\u016f hojn\u011b vyu\u017e\u00edvan\u00fdch sportovn\u00edm majetkem tak\u00e9 jako mimo\u0159\u00e1dn\u011b v\u00fdhodn\u00fd pro dodavatelskou spole\u010dnost, kter\u00e1 \u010d\u00e1st smlouvy o technick\u00e9m sponzoringu zaplat\u00ed vlastn\u00edmi v\u00fdrobky nam\u00edsto pen\u011bz.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Mezi mnoha typy sponzoringu a partnerstv\u00ed, o nich\u017e jsme ji\u017e hovo\u0159ili na p\u0159edchoz\u00edch str\u00e1nk\u00e1ch tohoto blogu, si jist\u011b zaslou\u017e\u00ed bli\u017e\u0161\u00ed zkoum\u00e1n\u00ed technick\u00fd sponzoring. Ani\u017e bychom si \u010dinili n\u00e1roky na akademick\u00e9 znalosti, m\u016f\u017eeme definovat technick\u00fd sponzoring jako z\u00edsk\u00e1n\u00ed marketingov\u00fdch pr\u00e1v vypl\u00fdvaj\u00edc\u00edch ze spojen\u00ed spole\u010dnosti vyr\u00e1b\u011bj\u00edc\u00ed zbo\u017e\u00ed a poskytuj\u00edc\u00ed slu\u017eby se sportovn\u00edm majetkem (t\u00fdmem, ud\u00e1lost\u00ed nebo organizac\u00ed), […]<\/p>\n","protected":false},"author":2,"featured_media":177868,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20238,20228],"tags":[],"class_list":["post-286782","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing-cs","category-sportovni-sponzorstvi"],"acf":[],"contentshake_article_id":"","yoast_head":"\nCo je to technick\u00fd sponzor?<\/title>\n<meta name=\"description\" content=\"Co je to technick\u00fd sponzor? 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