{"id":294663,"date":"2025-07-04T17:01:58","date_gmt":"2025-07-04T15:01:58","guid":{"rendered":"https:\/\/rtrsports.com\/zapojeni-fanousku-do-formule-1-co-nam-rika-globalni-pruzkum-fanousku-f1-2025\/"},"modified":"2025-07-04T17:01:58","modified_gmt":"2025-07-04T15:01:58","slug":"zapojeni-fanousku-do-formule-1-co-nam-rika-globalni-pruzkum-fanousku-f1-2025","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/zapojeni-fanousku-do-formule-1-co-nam-rika-globalni-pruzkum-fanousku-f1-2025\/","title":{"rendered":"Zapojen\u00ed fanou\u0161k\u016f do Formule 1: Co n\u00e1m \u0159\u00edk\u00e1 Glob\u00e1ln\u00ed pr\u016fzkum fanou\u0161k\u016f F1 2025"},"content":{"rendered":"

Kdy\u017e v roce 1950 Formule 1<\/strong><\/a> v roce 1950 odstartovala na okruhu Silverstone, nikdo nemohl tu\u0161it, \u017ee o 75 let pozd\u011bji se z n\u00ed stane mnohem v\u00edc ne\u017e jen sport. Dnes je F1 glob\u00e1ln\u00edm fenom\u00e9nem<\/strong>, kulturn\u00ed, technologickou a obchodn\u00ed platformou, do n\u00ed\u017e je zapojeno v\u00edce ne\u017e 826 milion\u016f lid\u00ed<\/strong> po cel\u00e9m sv\u011bt\u011b<\/a>, co\u017e p\u0159edstavuje skok o v\u00edce ne\u017e 90 milion\u016f fanou\u0161k\u016f za jedin\u00fd rok. <\/p>\n

Nejedn\u00e1 se pouze o po\u010detn\u00ed n\u00e1r\u016fst, ale o hmatateln\u00e9 znamen\u00ed epoch\u00e1ln\u00ed zm\u011bny. Formule 1 ji\u017e nen\u00ed elit\u00e1\u0159sk\u00fdm klubem, ale otev\u0159en\u00fdm, pr\u016f\u0159ezov\u00fdm ekosyst\u00e9mem, kter\u00fd je p\u0159ipraven p\u0159ijmout nov\u00e9 generace, nov\u00e9 geografick\u00e9 oblasti a nov\u00e9 v\u00fdznamy. <\/p>\n

1. Desetilet\u00ed v\u00fdvoje<\/h2>\n

V roce 2017 se v prvn\u00edm glob\u00e1ln\u00edm pr\u016fzkumu fanou\u0161k\u016f F1<\/strong> se\u0161lo 215 000 odpov\u011bd\u00ed ze 194 zem\u00ed. V roce 2025 p\u0159i\u0161lo v\u00edce ne\u017e 100 000 odpov\u011bd\u00ed ze 186 zem\u00ed, co\u017e je selektivn\u011bj\u0161\u00ed vzorek zam\u011b\u0159en\u00fd na nejaktivn\u011bj\u0161\u00ed a nejanga\u017eovan\u011bj\u0161\u00ed fanou\u0161ky. <\/p>\n

Mezit\u00edm se prom\u011bnilo publikum: z p\u0159ev\u00e1\u017en\u011b mu\u017esk\u00e9ho a evropsk\u00e9ho se stalo publikum mlad\u0161\u00ed, v\u00edce \u017eensk\u00e9 a v\u00edce glob\u00e1ln\u00ed<\/strong>. Soub\u011b\u017en\u011b s t\u00edm se konzumace obsahu zm\u011bnila z modelu „pouze o z\u00e1vodn\u00edm v\u00edkendu“ na p\u0159\u00edstup „always-on<\/strong>„, kdy F1 sledujeme ka\u017ed\u00fd den po cel\u00fd rok. <\/p>\n

2. St\u00e1le v\u011bt\u0161\u00ed mezin\u00e1rodn\u00ed fanou\u0161kovsk\u00e1 z\u00e1kladna<\/h2>\n

Nejv\u00edce zastoupenou zem\u00ed v pr\u016fzkumu jsou nyn\u00ed Spojen\u00e9 st\u00e1ty, kde 73 % americk\u00fdch fanou\u0161k\u016f<\/strong> uvedlo, \u017ee se chyst\u00e1 nav\u0161t\u00edvit koncert GP. V \u010c\u00edn\u011b vzrostl po\u010det div\u00e1k\u016f po n\u00e1vratu GP \u0160anghaje o 39 %<\/strong>. Braz\u00edlie a Indie zase vykazuj\u00ed v\u00edce ne\u017e 90% z\u00e1jem o<\/strong> „dom\u00e1c\u00ed“ z\u00e1vody. <\/p>\n

Formule 1 se p\u0159izp\u016fsobuje r\u016fzn\u00fdm \u010dasov\u00fdm p\u00e1sm\u016fm, div\u00e1ck\u00fdm zvyklostem a kultur\u00e1m a upev\u0148uje se jako skute\u010dn\u011b glob\u00e1ln\u00ed zna\u010dka<\/strong>.<\/p>\n

3. Generace Z a \u017eeny: nov\u00e9 tv\u00e1\u0159e fandomu<\/h2>\n

V roce 2025 bude 27 % respondent\u016f<\/strong> pat\u0159it do generace Z. T\u00e9m\u011b\u0159 50 % z nich jsou \u017eeny<\/strong>. Fanou\u0161ci mlad\u0161\u00ed 25 let deklaruj\u00ed velmi vysok\u00fd z\u00e1m\u011br sledovat F1 v p\u0159\u00ed\u0161t\u00edch letech. Celkov\u011b nyn\u00ed \u017eeny p\u0159edstavuj\u00ed 25 % fanou\u0161k\u016f<\/strong>, co\u017e je \u010dty\u0159n\u00e1sobek oproti roku 2017. <\/p>\n

Tyto nov\u00e9 segmenty nehledaj\u00ed pouze rychlost a v\u00fdsledky: p\u0159itahuje je vypr\u00e1v\u011bn\u00ed p\u0159\u00edb\u011bh\u016f, identita a \u017eivotn\u00ed styl<\/strong>. Cht\u011bj\u00ed personalizovan\u00fd obsah, autentick\u00e9 vypr\u00e1v\u011bn\u00ed p\u0159\u00edb\u011bh\u016f a emocion\u00e1ln\u00ed spojen\u00ed se sv\u011btem kolem trati. <\/p>\n

4. Emocion\u00e1ln\u00ed zapojen\u00ed a dlouhodob\u00e1 loajalita<\/h2>\n

90 % fanou\u0161k\u016f tvrd\u00ed, \u017ee se emo\u010dn\u011b pod\u00edl\u00ed na<\/strong> v\u00fdsledc\u00edch z\u00e1vod\u016f. 94 % z nich pl\u00e1nuje sledovat F1 nejm\u00e9n\u011b p\u011bt let – u generace Z je to 97 %. <\/p>\n

P\u0159\u00edb\u011bh, kter\u00fd l\u00ed\u010d\u00ed „nov\u00e9 fanou\u0161ky“ jako nest\u00e1l\u00e9, neobstoj\u00ed: loajalita je vysok\u00e1,<\/strong> a to i mezi nov\u011b p\u0159\u00edchoz\u00edmi. Nav\u00edc86 % div\u00e1k\u016f sleduje nejm\u00e9n\u011b 16 z\u00e1vod\u016f za sez\u00f3nu<\/strong>, co\u017e sv\u011bd\u010d\u00ed o vysok\u00e9 frekvenci zapojen\u00ed a trval\u00e9m z\u00e1jmu. <\/p>\n

5. Multiplatformn\u00ed a st\u00e1le dostupn\u00fd obsah<\/h2>\n

Dnes 61 % fanou\u0161k\u016f konzumuje obsah F1 ka\u017ed\u00fd den<\/strong>: videa, podcasty, \u010dl\u00e1nky, zaj\u00edmavosti. U generace Z se toto procento zvy\u0161uje na 70 %,<\/strong> p\u0159i\u010dem\u017e up\u0159ednost\u0148uj\u00ed soci\u00e1ln\u00ed a streamovac\u00ed platformy, jako jsou YouTube, TikTok a Twitch. <\/p>\n

Dlouhodob\u00ed fanou\u0161ci d\u00e1vaj\u00ed p\u0159ednost techni\u010dt\u011bj\u0161\u00edmu a podrobn\u011bj\u0161\u00edmu obsahu, ale celkov\u00fd obr\u00e1zek je jasn\u00fd: Formule 1 je nep\u0159etr\u017eit\u00fd obsah, kter\u00fd se ji\u017e neomezuje pouze na v\u00edkend<\/strong>.<\/p>\n

6. Piloti jako kulturn\u00ed ikony<\/h2>\n

40 % americk\u00fdch fanou\u0161k\u016f sleduje F1 p\u0159edev\u0161\u00edm kv\u016fli jezdci. Mezi nejmlad\u0161\u00edmi se 66 % c\u00edt\u00ed inspirov\u00e1no<\/strong> osobn\u00edmi p\u0159\u00edb\u011bhy a hodnotami, kter\u00e9 jejich idoly zt\u011bles\u0148uj\u00ed. <\/p>\n

Piloti u\u017e nejsou jen sportovci, ale kulturn\u00ed velvyslanci<\/strong>: charismatick\u00e9 osobnosti schopn\u00e9 p\u0159ed\u00e1vat poselstv\u00ed a hodnoty. Pro zna\u010dky to znamen\u00e1 mo\u017enosti vypr\u00e1v\u011bn\u00ed p\u0159\u00edb\u011bh\u016f a hlub\u0161\u00ed sponzorsk\u00e9 aktivace<\/strong>. <\/p>\n

7. \u017div\u00e9 akce a pohlcuj\u00edc\u00ed z\u00e1\u017eitky<\/h2>\n

73 % americk\u00fdch fanou\u0161k\u016f a 75 % „nov\u00fdch“ fanou\u0161k\u016f (\u22645 let v\u00e1\u0161n\u011b) pl\u00e1nuje nav\u0161t\u00edvit \u017eiv\u00fd z\u00e1vod. Z\u00e1jem v\u0161ak p\u0159esahuje r\u00e1mec v\u00edkendu: 41 % t\u011bch, kte\u0159\u00ed nikdy nenav\u0161t\u00edvili \u017e\u00e1dnou akci F1<\/a> (v\u00fdstavy, pop-upy, z\u00e1\u017eitky), tak pl\u00e1nuje u\u010dinit v bl\u00edzk\u00e9 budoucnosti. <\/p>\n

Fyzick\u00fd kontakt se zna\u010dkou a komunitou se st\u00e1v\u00e1 strategick\u00fdm p\u0159\u00ednosem pro upevn\u011bn\u00ed loajality<\/strong> a p\u0159em\u011bnu digit\u00e1ln\u00edho zapojen\u00ed na skute\u010dn\u00e9 z\u00e1\u017eitky.<\/p>\n

8. Akademie F1 a inkluzivn\u00ed zastoupen\u00ed<\/h2>\n

F1 Academy<\/strong>, \u017eenskou s\u00e9rii podporovanou ofici\u00e1ln\u00edmi t\u00fdmy, sleduje ji\u017e 23 % fanou\u0161k\u016f<\/strong>, ale mezi<\/strong>\u017eenami je to 42 %<\/strong> a mezi generac\u00ed Z 37 %.<\/strong><\/a><\/p>\n

Je to druh\u00fd nejsledovan\u011bj\u0161\u00ed seri\u00e1l po F1 a p\u0159edstavuje \u017eivnou p\u016fdu pro inkluzivn\u00ed vypr\u00e1v\u011bn\u00ed p\u0159\u00edb\u011bh\u016f a r\u016fst sledovanosti<\/strong>.<\/p>\n

9. Sponzorstv\u00ed: Sponzoring: hodnotn\u00e1 p\u0159\u00edle\u017eitost<\/h2>\n

76 % fanou\u0161k\u016f pova\u017euje p\u0159\u00edtomnost sponzor\u016f za obohacen\u00ed sportovn\u00edho z\u00e1\u017eitku<\/strong>. 33 % fanou\u0161k\u016f \u010dast\u011bji nakupuje produkty spojen\u00e9 se zna\u010dkou F1 – u generace Z je to 40 % a u \u017een 41 %. <\/p>\n

Formule 1 je nyn\u00ed obchodn\u00edm ekosyst\u00e9mem s velk\u00fdm dopadem<\/strong>, zejm\u00e9na pro odv\u011btv\u00ed, jako je m\u00f3da, technologie, kr\u00e1sa a luxus.<\/p>\n

10. M\u00f3da, \u017eivotn\u00ed styl a zbo\u017e\u00ed<\/h2>\n

59 % fanou\u0161k\u016f p\u0159ikl\u00e1d\u00e1 stylu a m\u00f3d\u011b velk\u00fd v\u00fdznam<\/strong> p\u0159i vn\u00edm\u00e1n\u00ed F1. Desetilet\u00e9 partnerstv\u00ed s Louis Vuitton<\/strong> (titul\u00e1rn\u00ed sponzor GP Austr\u00e1lie) a p\u0159\u00edtomnost ikon, jako jsou Rihanna a Zendaya, na GP potvrzuj\u00ed lifestylov\u00e9 posl\u00e1n\u00ed cirkusu. <\/p>\n

Mezit\u00edm si 37 % fanou\u0161k\u016f ji\u017e zakoupilo ofici\u00e1ln\u00ed zbo\u017e\u00ed,<\/strong> a to p\u0159edev\u0161\u00edm d\u00edky kapslov\u00fdm kolekc\u00edm a limitovan\u00fdm edic\u00edm.<\/p>\n

11. Nadch\u00e1zej\u00edc\u00ed trendy ve fandomu<\/h2>\n
    \n
  • Pohlcuj\u00edc\u00ed digit\u00e1ln\u00ed technologie<\/strong>: roz\u0161\u00ed\u0159en\u00e1 realita, metaverza, virtu\u00e1ln\u00ed komunity.<\/li>\n
  • Expanze na rozv\u00edjej\u00edc\u00ed se trhy<\/strong>: hybridn\u00ed tendry a aktivace v Asii, na Bl\u00edzk\u00e9m v\u00fdchod\u011b a v Africe.<\/li>\n
  • Udr\u017eitelnost<\/strong>: ekologick\u00e1 paliva a hybridn\u00ed pohonn\u00e9 jednotky pro ekologicky sm\u00fd\u0161lej\u00edc\u00ed fanou\u0161ky.<\/li>\n
  • Z\u00e1\u017eitky na<\/strong> m\u00edru: merchandising a obsah na m\u00edru pro generaci Z, milovn\u00edky luxusu a kulturn\u00edho d\u011bdictv\u00ed.<\/li>\n
  • Inkluze a reprezentace<\/strong>: inkluzivn\u00ed vypr\u00e1v\u011bn\u00ed p\u0159\u00edb\u011bh\u016f a zhodnocen\u00ed nov\u00fdch talent\u016f.<\/li>\n<\/ul>\n

    Z\u00e1v\u011bry: Co mus\u00ed zna\u010dky ud\u011blat<\/h2>\n

    Pro pracovn\u00edky v oblasti marketingu a komunikace p\u0159edstavuje Formule 1 budoucnosti mimo\u0159\u00e1dnou p\u0159\u00edle\u017eitost. K jej\u00edmu vyu\u017eit\u00ed je v\u0161ak nutn\u00e1 zm\u011bna paradigmatu. <\/p>\n

      \n
    • Vypr\u00e1v\u011bn\u00ed autentick\u00fdch<\/strong>, na \u0159idi\u010de zam\u011b\u0159en\u00fdch a emotivn\u00edch p\u0159\u00edb\u011bh\u016f<\/strong>.<\/li>\n
    • Vytv\u00e1\u0159ejte obsah pro r\u016fzn\u00e9 platformy,<\/strong> kr\u00e1tk\u00fd i dlouh\u00fd, redak\u010dn\u00ed i soci\u00e1ln\u00ed.<\/li>\n
    • Investice do fyzick\u00fdch z\u00e1\u017eitk\u016f<\/strong>, p\u0159em\u011bna digit\u00e1ln\u00edch technologi\u00ed na skute\u010dn\u00fd kontakt.<\/li>\n
    • P\u0159ij\u00edm\u00e1n\u00ed m\u00f3dy a \u017eivotn\u00edho stylu,<\/strong> aby se p\u0159izp\u016fsobily kulturn\u00edm k\u00f3d\u016fm ve\u0159ejnosti.<\/li>\n
    • Udr\u017eitelnost a inkluze v centru pozornosti<\/strong>: kl\u00ed\u010dov\u00e9 hodnoty pro publikum z\u00edt\u0159ka.<\/li>\n<\/ul>\n

      Formule 1 u\u017e nen\u00ed jen sport. Je to kultura. Je to identita. Je to budoucnost. <\/p>\n","protected":false},"excerpt":{"rendered":"

      Kdy\u017e v roce 1950 Formule 1 v roce 1950 odstartovala na okruhu Silverstone, nikdo nemohl tu\u0161it, \u017ee o 75 let pozd\u011bji se z n\u00ed stane mnohem v\u00edc ne\u017e jen sport. Dnes je F1 glob\u00e1ln\u00edm fenom\u00e9nem, kulturn\u00ed, technologickou a obchodn\u00ed platformou, do n\u00ed\u017e je zapojeno v\u00edce ne\u017e 826 milion\u016f lid\u00ed po cel\u00e9m sv\u011bt\u011b, co\u017e p\u0159edstavuje skok […]<\/p>\n","protected":false},"author":2,"featured_media":284055,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20232,20233],"tags":[],"class_list":["post-294663","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formule-1-cs","category-formule1"],"acf":[],"contentshake_article_id":"","yoast_head":"\nZapojen\u00ed fanou\u0161k\u016f do Formule 1: Glob\u00e1ln\u00ed pr\u016fzkum fanou\u0161k\u016f F1 2025<\/title>\n<meta name=\"description\" content=\"Glob\u00e1ln\u00ed pr\u016fzkum fanou\u0161k\u016f F1 pro rok 2025 vykresluje profil modern\u00edho fanou\u0161ka. 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