{"id":293698,"date":"2025-07-02T13:50:56","date_gmt":"2025-07-02T11:50:56","guid":{"rendered":"https:\/\/rtrsports.com\/sportovni-marketingove-agentury-kompetence-a-role\/"},"modified":"2025-07-02T13:56:09","modified_gmt":"2025-07-02T11:56:09","slug":"sportovni-marketingove-agentury-kompetence-a-role","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/sportovni-marketingove-agentury-kompetence\/","title":{"rendered":"Sportovn\u00ed marketingov\u00e9 agentury: kompetence a role"},"content":{"rendered":"<p class=\"ai-optimize-6 ai-optimize-introduction\">Sportovn\u00ed marketingov\u00e9 agentury maj\u00ed ve sc\u00e9n\u00e1\u0159i sportovn\u00edho marketingu jasn\u011b vymezenou roli: <strong>nehledaj\u00ed pouze sponzory <\/strong>, ale sp\u00ed\u0161e <strong>nab\u00edzej\u00ed poradensk\u00e9 slu\u017eby a podporuj\u00ed podniky, kter\u00e9 cht\u011bj\u00ed vyu\u017e\u00edvat sport jako marketingov\u00fd a komunika\u010dn\u00ed n\u00e1stroj s<\/strong> c\u00edlem zlep\u0161it sv\u016fj prodej a sv\u00e9 postaven\u00ed a z\u00edskat nov\u00e9 z\u00e1kazn\u00edky. Pokusme se hloub\u011bji porozum\u011bt rol\u00edm a kompetenc\u00edm, kter\u00e9 jsou vy\u017eadov\u00e1ny od <a href=\"https:\/\/rtrsports.com\/cs\/\"><strong>sportovn\u00ed marketingov\u00e9 agentury<\/strong><\/a> jako je <strong>RTR Sports Marketing<\/strong>.<\/p>\n<h2 class=\"ai-optimize-7\">Jak\u00e1 je role sportovn\u00ed marketingov\u00e9 agentury?<\/h2>\n<p class=\"ai-optimize-8\">Sv\u011bt marketingu je mnohotv\u00e1rn\u00fd a pro <strong>ka\u017edou jednotlivou \u010dinnost <\/strong> <strong>m\u00e1<\/strong> spole\u010dnost <strong>sv\u00e9 specifick\u00e9 poradce<\/strong>. Mo\u017enost\u00ed je mnoho: <strong>klasick\u00e9 reklamn\u00ed agentury, PR<\/strong> agentury, agentury specializuj\u00edc\u00ed se na <strong>soci\u00e1ln\u00ed m\u00e9dia<\/strong>, product placement, medi\u00e1ln\u00ed centra, reputa\u010dn\u00ed agentury a agentury krizov\u00e9ho \u0159\u00edzen\u00ed, abychom zm\u00ednili jen n\u011bkter\u00e9.<\/p>\n<p class=\"ai-optimize-9\">Kdy\u017e mluv\u00edme o <strong>sportu<\/strong> a <strong>investic\u00edch do sponzoringu<\/strong>, m\u00e1me pocit, \u017ee se nach\u00e1z\u00edme &#8222;v \u0161ed\u00e9 z\u00f3n\u011b&#8220;, kter\u00e1 je zvl\u00e1\u0161tn\u00ed a trochu matouc\u00ed. Je sponzoring z\u00e1le\u017eitost\u00ed PR agentur nebo medi\u00e1ln\u00edch center? Koho bychom m\u011bli po\u017e\u00e1dat o odbornou radu? Nej\u010dast\u011bj\u0161\u00ed odpov\u011b\u010f, kterou byste dostali od jak\u00e9koli reklamn\u00ed agentury, zn\u00ed: &#8222;Samoz\u0159ejm\u011b, my to zvl\u00e1dneme,&#8220; i kdy\u017e ve v\u011bt\u0161in\u011b p\u0159\u00edpad\u016f nejde o jejich specifick\u00fd obor podnik\u00e1n\u00ed. Co je to koneckonc\u016f pot\u0159eba? Sta\u010d\u00ed zavolat zn\u00e1m\u00e9mu kamar\u00e1da, kter\u00fd v\u00e1m zprost\u0159edkuje kontakt na agenta sportovce, kter\u00fd v\u00e1s sezn\u00e1m\u00ed s obchodn\u00edm mana\u017eerem nebo t\u00fdmem.<\/p>\n<p class=\"ai-optimize-10\">Up\u0159\u00edmn\u011b \u0159e\u010deno, tento typ p\u0159\u00edstupu ukazuje, \u017ee<strong> sport je \u010dasto podce\u0148ov\u00e1n<\/strong>: proto\u017ee je pova\u017eov\u00e1n za typicky &#8222;z\u00e1bavn\u00e9&#8220; a &#8222;z\u00e1bavn\u00e9&#8220; odv\u011btv\u00ed, je \u010dasto <strong>banalizov\u00e1n.<\/strong> Ve skute\u010dnosti, kdy\u017e se spole\u010dnost rozhodne investovat do sportu, m\u011bla by tak u\u010dinit se stejnou hloubkou a konkr\u00e9tnost\u00ed jako p\u0159i vyjedn\u00e1v\u00e1n\u00ed o tradi\u010dn\u00edm rozpo\u010dtu ADV; jin\u00fdmi slovy, racion\u00e1ln\u00edm a strukturovan\u00fdm zp\u016fsobem. Ve Velk\u00e9 Brit\u00e1nii nebo USA jsou sportovn\u00ed marketingov\u00e9 agentury dlouhodob\u011b konsolidovan\u00fdmi subjekty, skute\u010dn\u00fdmi konzultanty, na kter\u00e9 se firmy spol\u00e9haj\u00ed, kdy\u017e se rozhodnou investovat do sportu jako sv\u00e9ho marketingov\u00e9ho n\u00e1stroje.<\/p>\n<p class=\"ai-optimize-11\"><strong>Sportovn\u00ed marketingov\u00e9 firmy<\/strong> se specializuj\u00ed na jedno konkr\u00e9tn\u00ed odv\u011btv\u00ed&#8230; h\u00e1dejte co: sport! <strong>Lid\u00e9, kte\u0159\u00ed pracuj\u00ed ve sportovn\u00edch marketingov\u00fdch agentur\u00e1ch, maj\u00ed hlubok\u00e9 znalosti o sv\u011bt\u011b sportu nebo o sv\u011bt\u011b konkr\u00e9tn\u00edch sport\u016f, kter\u00fdmi se zab\u00fdvaj\u00ed<\/strong>; <strong>znaj\u00ed tr\u017en\u00ed hodnotu<\/strong> a spr\u00e1vn\u00e9 <strong>partnery na<\/strong> trhu a <strong>v\u011bd\u00ed, co nab\u00eddnout<\/strong> klient\u016fm na z\u00e1klad\u011b specifick\u00fdch pot\u0159eb ka\u017ed\u00e9 spole\u010dnosti\/zna\u010dky. \u010casto se n\u00e1m st\u00e1v\u00e1, \u017ee n\u00e1m volaj\u00ed potenci\u00e1ln\u00ed z\u00e1kazn\u00edci a \u017e\u00e1daj\u00ed n\u00e1s o informace o investic\u00edch do konkr\u00e9tn\u00edch discipl\u00edn &#8211; nej\u010dast\u011bji jde o discipl\u00edny, kter\u00e9 uvedli jejich \u0161\u00e9fov\u00e9, proto\u017ee jim siln\u011b fand\u00ed &#8211; a my je nakonec na z\u00e1klad\u011b aktu\u00e1ln\u00edch dat a c\u00edl\u016f p\u0159esv\u011bd\u010d\u00edme, \u017ee pro jejich firmu\/zna\u010dku m\u016f\u017ee b\u00fdt lep\u0161\u00edm \u0159e\u0161en\u00edm jin\u00fd sport.<\/p>\n<h2 class=\"ai-optimize-12\">Kompetence sportovn\u00edch marketingov\u00fdch firem<\/h2>\n<p class=\"ai-optimize-13\">D\u00edky zku\u0161enostem a \u00fadaj\u016fm, kter\u00e9 m\u00e1 k dispozici, je sportovn\u00ed marketingov\u00e1 agentura schopna <strong>navrhnout nejlep\u0161\u00ed strategii,<\/strong> ur\u010dit <strong>nejlep\u0161\u00ed sportovn\u00ed odv\u011btv\u00ed<\/strong> a v r\u00e1mci tohoto odv\u011btv\u00ed nejvhodn\u011bj\u0161\u00ed <strong>discipl\u00ednu\/t\u00fdm\/hr\u00e1\u010de<\/strong>. Agentura tak\u00e9 dok\u00e1\u017ee vyhodnotit a definovat v\u00fd\u0161i investic a zahrnut\u00fdch marketingov\u00fdch slu\u017eeb pro ka\u017edou jednotlivou spole\u010dnost.<\/p>\n<p class=\"ai-optimize-14\">Jak bylo uvedeno v\u00fd\u0161e, agentury znaj\u00ed sv\u011bt sportu a discipl\u00edny, kter\u00fdmi se zab\u00fdvaj\u00ed. Velmi dob\u0159e znaj\u00ed trh a jeho hodnoty, maj\u00ed spr\u00e1vn\u00e9 kontakty a p\u0159\u00edstup ke spr\u00e1vn\u00fdm dat\u016fm, stejn\u011b jako strategick\u00e9 znalosti pot\u0159ebn\u00e9 k maximalizaci ka\u017ed\u00e9 investice. Mohou nab\u00eddnout v\u00edce alternativ: klienti maj\u00ed ve skute\u010dnosti k dispozici n\u011bkolik investi\u010dn\u00edch mo\u017enost\u00ed v z\u00e1vislosti na sv\u00fdch c\u00edlech, c\u00edli, typu investice a teritori\u00edch.<\/p>\n<p class=\"ai-optimize-15\">Sportovn\u00ed marketingov\u00e9 agentury nav\u00edc d\u00edky hlubok\u00fdm znalostem oboru dok\u00e1\u017eou vylou\u010dit neefektivn\u00ed p\u0159\u00edle\u017eitosti &#8211; nap\u0159\u00edklad ur\u010dit\u00fd sport, discipl\u00edna nebo sv\u011bdectv\u00ed nemus\u00ed b\u00fdt pro firmu t\u00edm nejlep\u0161\u00edm nebo nejefektivn\u011bj\u0161\u00edm \u0159e\u0161en\u00edm. Mohou to ud\u011blat, proto\u017ee nemus\u00ed prod\u00e1vat konkr\u00e9tn\u00ed &#8222;produkt&#8220; nebo t\u00e9ma: jejich \u00fakolem je sna\u017eit se pochopit a nab\u00eddnout nejlep\u0161\u00ed program pro ka\u017ed\u00e9ho konkr\u00e9tn\u00edho klienta. Sportovn\u00ed marketingov\u00e9 agentury jsou skute\u010dn\u00fdmi konzultanty, kte\u0159\u00ed pom\u00e1haj\u00ed spole\u010dnosti vybrat nejlep\u0161\u00ed program pro dosa\u017een\u00ed c\u00edl\u016f, kter\u00e9 si spole\u010dnost stanovila, a kter\u00e9 <a href=\"https:\/\/rtrsports.com\/en\/blog\/whats-sponsorship-plan\/\"><strong>sleduj\u00ed spole\u010dnost v pr\u016fb\u011bhu cel\u00e9ho procesu realizace a vyu\u017e\u00edv\u00e1n\u00ed sponzorsk\u00e9ho programu.<\/strong><\/a><\/p>\n<p class=\"ai-optimize-16\">Sponzorstv\u00ed nen\u00ed jen o zna\u010dce\/logu na fotbalov\u00e9m dresu nebo na motocyklu. Je t\u0159eba aktivovat propaga\u010dn\u00ed aktivity, <a href=\"https:\/\/rtrsports.com\/cs\/motogp-hospitality\/\"><strong><u>pohostinnost<\/u><\/strong><\/a> programy, kter\u00e9 je t\u0159eba zorganizovat, obsah, kter\u00fd je t\u0159eba sd\u00edlet, soci\u00e1ln\u00ed m\u00e9dia, kter\u00e1 je t\u0159eba zapojit, a <strong>pl\u00e1ny na odb\u011br vzork\u016f<\/strong> a akce.<\/p>\n<h2 class=\"ai-optimize-17\">Agentury pro sponzoring sportu: nikoliv skauting sponzor\u016f<\/h2>\n<p class=\"ai-optimize-18\">Jednou z \u010dinnost\u00ed, kterou se sponzorsk\u00e1 agentura nebo agentura pro sportovn\u00ed marketing obvykle <strong>nezab\u00fdv\u00e1<\/strong>, je <strong>vyhled\u00e1v\u00e1n\u00ed sponzor\u016f<\/strong>. Jin\u00fdmi slovy, agentury <strong>se v\u016fbec nezab\u00fdvaj\u00ed vyhled\u00e1v\u00e1n\u00edm sponzor\u016f<\/strong> pro t\u00fdmy, kluby nebo sportovce, kte\u0159\u00ed pot\u0159ebuj\u00ed pen\u00edze, aby p\u0159e\u017eili sez\u00f3nu nebo mistrovstv\u00ed. Sportovn\u00ed marketingov\u00e9 agentury d\u011blaj\u00ed p\u0159esn\u00fd opak: <strong>za\u010d\u00ednaj\u00ed u firem<\/strong> a pak se dostanou do kontaktu s t\u011bmi spr\u00e1vn\u00fdmi sportovn\u00edmi vlastnostmi.<\/p>\n<p class=\"ai-optimize-19\">Prodej reklamn\u00edch ploch a sponzorsk\u00fdch bal\u00ed\u010dk\u016f maj\u00ed obvykle na starosti mana\u017ee\u0159i sportovc\u016f nebo t\u00fdm\u016f\/klub\u016f, p\u0159\u00edpadn\u011b jejich obchodn\u00ed odd\u011blen\u00ed. Je to d\u00e1no p\u0159edev\u0161\u00edm t\u00edm, \u017ee neexistuje subjekt, kter\u00fd by znal hodnoty, projekty a rozsah \u010dinnosti sportovn\u00edho podniku (nebo hr\u00e1\u010de, jezdce\/jezdce atd.) l\u00e9pe ne\u017e samotn\u00fd sportovn\u00ed podnik.<\/p>\n<p class=\"ai-optimize-20\">Je z\u0159ejm\u00e9, \u017ee nejde o ot\u00e1zku \u00farovn\u011b nebo presti\u017ee: nenab\u00edzen\u00ed sponzorsk\u00fdch v\u00fdzkum\u016f je nez\u00e1visl\u00e9 na tom, zda mluv\u00edte s t\u00fdmem, kter\u00fd postupuje do vy\u0161\u0161\u00ed sout\u011b\u017ee, nebo s klubem <strong>Ligy mistr\u016f<\/strong>, s <strong>jezdcem MotoGP<\/strong> nebo s mladou region\u00e1ln\u00ed hv\u011bzdou minimoto.<\/p>\n<h2 class=\"ai-optimize-21\">RTR Sports: sportovn\u00ed marketingov\u00e1 agentura pro MotoGP, Formuli 1, Formuli E a MotoE<\/h2>\n<p class=\"ai-optimize-22\">Rozhodli jsme se specializovat na motoristick\u00fd sport. Zpo\u010d\u00e1tku jsme tak u\u010dinili \u010d\u00e1ste\u010dn\u011b z osobn\u00ed v\u00e1\u0161n\u011b, ale zejm\u00e9na proto, \u017ee krom\u011b fotbalu m\u00e1 motoristick\u00fd sport z\u00e1kladnu p\u0159\u00edznivc\u016f, a to jak v televizi, tak na z\u00e1vodn\u00edch trat\u00edch, kte\u0159\u00ed zvy\u0161uj\u00ed hodnotu investic. \u0160ampion\u00e1ty jako nap\u0159. <a href=\"https:\/\/rtrsports.com\/en\/sponsorship-in-sports-and-a-focus-on-motogp-sponsorship\/\"><strong>MotoGP<\/strong><\/a>, Formule 1, <strong> <\/strong>a <a href=\"https:\/\/rtrsports.com\/cs\/andretti-autosport-sponzoring-formula-e\/\"><strong>Formule E<\/strong><\/a> jsou putovn\u00edm &#8222;cirkusem&#8220;, kter\u00fd ka\u017ed\u00fdch 15 dn\u00ed, 9 m\u011bs\u00edc\u016f v roce, nav\u0161t\u00edv\u00ed jinou zemi. Tento aspekt m\u00e1 ohromuj\u00edc\u00ed hodnotu pro spole\u010dnosti, kter\u00e9 maj\u00ed z\u00e1jem o mezin\u00e1rodn\u00ed zviditeln\u011bn\u00ed nebo podnik\u00e1n\u00ed v zahrani\u010d\u00ed.<\/p>\n<p class=\"ai-optimize-23\">Fanou\u0161ci a p\u0159\u00edznivci jsou rozpt\u00fdleni po cel\u00e9m sv\u011bt\u011b: to m\u016f\u017ee b\u00fdt n\u00e1ro\u010dn\u00e9, ale ne pro sponzorsk\u00e9 programy, proto\u017ee ty mohou nasadit jednu jednotnou a homogenn\u00ed komunika\u010dn\u00ed strategii. Net\u0159eba dod\u00e1vat, \u017ee MotoGP nebo F1 nejsou &#8222;spr\u00e1vn\u00fdmi&#8220; sporty ve v\u0161ech p\u0159\u00edpadech: nejsou spr\u00e1vn\u00fdm \u0159e\u0161en\u00edm pro ka\u017edou spole\u010dnost &#8211; to jsme nikdy netvrdili.<\/p>\n<p class=\"ai-optimize-24\">V\u017edy, kdy\u017e hovo\u0159\u00edme s potenci\u00e1ln\u00edmi nebo st\u00e1vaj\u00edc\u00edmi z\u00e1kazn\u00edky, je na\u0161\u00edm c\u00edlem pokusit se pochopit \u00fa\u010del jejich investice do sportu, komunika\u010dn\u00ed adresy a zem\u011b, kter\u00e9 je zaj\u00edmaj\u00ed. <strong>Pokud pro n\u011b motory nejsou t\u00edm prav\u00fdm sv\u011btem, <u>m\u00e1me mo\u017enost a povinnost prozkoumat jin\u00e1 odv\u011btv\u00ed.<\/u><\/strong><\/p>\n<p class=\"ai-optimize-25\"><strong>L\u00edbil se v\u00e1m tento p\u0159\u00edsp\u011bvek? Nenechte si uj\u00edt p\u0159\u00edle\u017eitost jej sd\u00edlet! <\/strong><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sportovn\u00ed marketingov\u00e9 agentury maj\u00ed ve sc\u00e9n\u00e1\u0159i sportovn\u00edho marketingu jasn\u011b vymezenou roli: nehledaj\u00ed pouze sponzory , ale sp\u00ed\u0161e nab\u00edzej\u00ed poradensk\u00e9 slu\u017eby a podporuj\u00ed podniky, kter\u00e9 cht\u011bj\u00ed vyu\u017e\u00edvat sport jako marketingov\u00fd a komunika\u010dn\u00ed n\u00e1stroj s c\u00edlem zlep\u0161it sv\u016fj prodej a sv\u00e9 postaven\u00ed a z\u00edskat nov\u00e9 z\u00e1kazn\u00edky. Pokusme se hloub\u011bji porozum\u011bt rol\u00edm a kompetenc\u00edm, kter\u00e9 jsou vy\u017eadov\u00e1ny od [&hellip;]<\/p>\n","protected":false},"author":17,"featured_media":190192,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20230,20229],"tags":[],"class_list":["post-293698","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing","category-sportovni-sponzoring"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Kompetence a role sportovn\u00edch marketingov\u00fdch agentur<\/title>\n<meta name=\"description\" content=\"Jak\u00e1 je role sportovn\u00ed marketingov\u00e9 agentury? 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