{"id":295243,"date":"2022-01-04T10:57:27","date_gmt":"2022-01-04T09:57:27","guid":{"rendered":"https:\/\/rtrsports.com\/sportovni-marketing-v-roce-2022-mezi-protokoly-metaverzemi-a-prechody\/"},"modified":"2026-09-25T11:54:05","modified_gmt":"2026-09-25T09:54:05","slug":"sportovni-marketing-v-roce-2022-mezi-protokoly-metaverzemi-a-prechody","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/the-sports-marketing-in-2022-between-protocols-and-transitions\/","title":{"rendered":"Sportovn\u00ed marketing v roce 2022 mezi protokoly, metaverzem a zm\u011bnami: bilance o \u010dty\u0159i roky pozd\u011bji"},"content":{"rendered":"

V lednu 2022 se sv\u011bt s n\u00e1mahou vyma\u0148oval ze sv\u00e9 druh\u00e9 pandemick\u00e9 zimy, Omikron plnil tituln\u00ed strany a sport se sna\u017eil p\u0159edstavit si svou budoucnost mezi hygienick\u00fdmi protokoly, nov\u00fdmi trhy a velk\u00fdm p\u0159\u00edslibem metaverza. Tehdy jsme napsali tento \u010dl\u00e1nek, abychom si ut\u0159\u00eddili v\u00fdzvy, p\u0159ed nimi\u017e stoj\u00ed sportovn\u00ed marketing. Dnes ho znovu zve\u0159ej\u0148ujeme v p\u016fvodn\u00ed podob\u011b jako sv\u011bdectv\u00ed o t\u00e9 dob\u011b a dopl\u0148ujeme ho o bilanci: co se po \u010dty\u0159ech letech skute\u010dn\u011b stalo.<\/strong><\/p>\n

Aktualizov\u00e1no v z\u00e1\u0159\u00ed 2026.<\/em><\/p>\n

Bilance ve zkratce vypad\u00e1 takto. Pandemie jako glob\u00e1ln\u00ed stav nouze skon\u010dila 5. kv\u011btna 2023 a div\u00e1ci se vr\u00e1tili na okruhy a stadiony v rekordn\u00edch po\u010dtech. Nov\u00e9 geografie sportu, od Kataru po Sa\u00fadskou Ar\u00e1bii, se upevnily, se sv\u00fdmi p\u0159\u00edle\u017eitostmi i slabinami. Kryptom\u011bny a metaverzum splnily jen \u010d\u00e1st sv\u00fdch slib\u016f: n\u011bkter\u00e9 zna\u010dky z\u016fstaly, mnoh\u00e9 zmizely stejn\u011b rychle, jako p\u0159i\u0161ly. A nejjednodu\u0161\u0161\u00ed p\u0159edpov\u011b\u010f, \u017ee v\u0161e z\u00e1vis\u00ed na tom, co se d\u011bje na trati a na h\u0159i\u0161ti, se uk\u00e1zala jako nejp\u0159esn\u011bj\u0161\u00ed.<\/p>\n

Text z ledna 2022<\/h2>\n

\u017dijeme v zaj\u00edmav\u00fdch letech. P\u0159edev\u0161\u00edm \u017eijeme v letech v\u00fdrazn\u00fdch zm\u011bn, pln\u00fdch neust\u00e1l\u00fdch posun\u016f rovnov\u00e1hy. V tomto nekone\u010dn\u00e9m p\u0159erozd\u011blov\u00e1n\u00ed vah, v ustavi\u010dn\u00e9m hled\u00e1n\u00ed pravidelnosti, kterou je dnes up\u0159\u00edmn\u011b \u0159e\u010deno t\u011b\u017ek\u00e9 definovat, ud\u011blal i sv\u011bt sportu z nouzov\u00e9ho stavu novou ka\u017edodennost a musel se znovu definovat d\u0159\u00edv, ne\u017e se mohl znovu objevit. Jak \u0159\u00edk\u00e1 reklama, dnes je t\u0159eba se pt\u00e1t, ve sv\u011bt\u011b sportu stejn\u011b jako ve v\u0161ech ostatn\u00edch, zda hled\u00e1n\u00ed norm\u00e1lnosti samo o sob\u011b nen\u00ed norm\u00e1lnost\u00ed a zda tajemstv\u00ed \u00fasp\u011bchu nespo\u010d\u00edv\u00e1 pr\u00e1v\u011b v neust\u00e1l\u00e9m cizelov\u00e1n\u00ed pravidel a obru\u0161ov\u00e1n\u00ed hran. P\u0159izp\u016fsobit se, abychom p\u0159e\u017eili, podle darwinismu, nebo je\u0161t\u011b l\u00e9pe p\u0159izp\u016fsobit se, abychom prosperovali.<\/p>\n

Autor t\u011bchto \u0159\u00e1dk\u016f nejsp\u00ed\u0161 trp\u00ed, a je to docela z\u0159ejm\u00e9, pom\u011brn\u011b v\u00fdrazn\u00fdm zkreslen\u00edm perspektivy. Od v\u00edt\u011bzstv\u00ed It\u00e1lie na mistrovstv\u00ed Evropy po nejpozoruhodn\u011bj\u0161\u00ed sezonu Formule 1, jakou pam\u011btn\u00edci pamatuj\u00ed, od neuv\u011b\u0159iteln\u00e9 olympijsk\u00e9 epopeje po skv\u011blou sezonu MotoGP<\/a>: rok 2021, kter\u00fd n\u00e1s pr\u00e1v\u011b opustil, byl ze sportovn\u00edho hlediska jedn\u00edm z nejpam\u00e1tn\u011bj\u0161\u00edch v\u016fbec. Pou\u010den\u00ed, kter\u00e9 n\u00e1m stadiony, okruhy a haly zanechaly, je v kostce docela jednoduch\u00e9: zm\u011bny, i ty nejbolestn\u011bj\u0161\u00ed, mohou b\u00fdt pozitivn\u00ed, pokud jsou \u0159\u00edzeny s proz\u00edravost\u00ed. Sport se mus\u00ed d\u00e1l m\u011bnit, chce-li z\u016fstat jednou z hlavn\u00edch forem z\u00e1bavy ve sv\u011bt\u011b, kter\u00fd se m\u011bn\u00ed st\u00e1le rychleji.<\/p>\n

Je to stejn\u011b intuitivn\u00ed jako proti proudu. Ani sport obecn\u011b, ani cel\u00e1 galaxie, kter\u00e1 kolem n\u011bj ob\u00edh\u00e1, od sponzorstv\u00ed p\u0159es televizn\u00ed pr\u00e1va a\u017e po prodej vstupenek, revoluce p\u0159\u00edli\u0161 nemiluj\u00ed: zm\u011bna je vy\u010derp\u00e1vaj\u00edc\u00ed, pln\u00e1 ne\u010dekan\u00fdch situac\u00ed a rozhodn\u011b drah\u00e1, pro hlavu i pro pen\u011b\u017eenku. Kdy\u017e je ale vynucena, zap\u00e1l\u00ed doutn\u00e1k cel\u00e9 \u0159ady mechanism\u016f, kter\u00e9 sice mohou b\u00fdt zpo\u010d\u00e1tku bolestn\u00e9, ale p\u0159in\u00e1\u0161ej\u00ed p\u0159ev\u00e1\u017en\u011b pozitivn\u00ed v\u00fdsledky.<\/p>\n

Roky covidu a roky boje s covidem<\/h3>\n

Upozorn\u011bme hned: pandemie samoz\u0159ejm\u011b nen\u00ed jedinou prom\u011bnnou v rovnici. Virus hr\u00e1l na sv\u011btov\u00e9 sc\u00e9n\u011b hlavn\u00ed roli d\u00edky mimo\u0159\u00e1dn\u00e9 a nehynouc\u00ed oblib\u011b vlastn\u00edch i ciz\u00edch ne\u0161t\u011bst\u00ed v novin\u00e1ch a \u010dasopisech, ale na sv\u011bt\u011b je v\u00edc ne\u017e covid a v\u00fd\u0161e zm\u00edn\u011bn\u00e9 zm\u011bny je t\u0159eba ch\u00e1pat jako obecn\u00fd, nikoli zvl\u00e1\u0161tn\u00ed princip. Stejn\u011b jako nejnov\u011bj\u0161\u00ed film \u201eNed\u00edvej se nahoru\u201c s Leonardem DiCapriem ve skute\u010dnosti nevypr\u00e1v\u00ed o komet\u011b, kter\u00e1 se chyst\u00e1 dopadnout na na\u0161i planetu, je covid z\u00e1rove\u0148 probl\u00e9mem i prototypem probl\u00e9mu samotn\u00e9ho.<\/p>\n

Sport a sportovn\u00ed marketing dob\u0159e v\u011bd\u00ed, \u017ee virus sv\u016fj z\u00e1vod je\u0161t\u011b nedokon\u010dil a bude se cyklicky vracet na p\u0159edn\u00ed m\u00edsta glob\u00e1ln\u00ed agendy. V podstat\u011b tedy plat\u00ed, \u017ee pokud roky covidu skon\u010dily, roky boje s covidem maj\u00ed k definitivn\u00edmu konci je\u0161t\u011b hodn\u011b daleko. Zdravotn\u00ed a bezpe\u010dnostn\u00ed protokoly, bubliny a samoz\u0159ejm\u011b p\u0159\u00edchod vakc\u00edn a rozs\u00e1hl\u00e1 organiza\u010dn\u00ed a kontroln\u00ed ma\u0161in\u00e9rie zp\u016fsobily, \u017ee koronavirus m\u00e1 dnes bl\u00ed\u017e ke zran\u011bn\u00ed ne\u017e k nadn\u00e1rodn\u00ed pohrom\u011b: hr\u00e1\u010di, jezdci, mechanici, tren\u00e9\u0159i a \u010dlenov\u00e9 realiza\u010dn\u00edch t\u00fdm\u016f dnes denn\u011b nastupuj\u00ed do karant\u00e9n na\u0159\u00edzen\u00fdch kv\u016fli viru a vracej\u00ed se z nich, ale show se nau\u010dila pokra\u010dovat.<\/p>\n

Z pohledu sportovn\u00edho marketingu m\u011bla pandemie naopak tu z\u00e1sluhu, dovol\u00edme-li si to tak \u0159\u00edct, \u017ee znovu nastavila kompas u t\u00e9matu, kter\u00e9 odborn\u00edk\u016fm z oboru za\u010d\u00ednalo unikat: obsah je mnohem d\u016fle\u017eit\u011bj\u0161\u00ed ne\u017e obal. Po l\u00e9ta, pravd\u011bpodobn\u011b i kv\u016fli snadn\u00e9mu nad\u0161en\u00ed vyvolan\u00e9mu soci\u00e1ln\u00edmi s\u00edt\u011bmi a revolu\u010dn\u00edmi formami zapojen\u00ed publika, jsme pon\u011bkud ztratili z o\u010d\u00ed hlavn\u00ed cestu, kter\u00e1 velela stav\u011bt do st\u0159edu sportovn\u00edho marketingu samotn\u00fd sportovn\u00ed v\u00fdkon: sportovn\u00ed ud\u00e1lost, z\u00e1pas, j\u00edzdu, z\u00e1vod. Ru\u0161en\u00ed z\u00e1vod\u016f, zm\u011bny kalend\u00e1\u0159\u016f a n\u00e1hl\u00e9 zmizen\u00ed n\u011bkter\u00fdch akc\u00ed p\u0159isp\u011bly k d\u016fle\u017eit\u00e9mu p\u0159ehodnocen\u00ed priorit, na jejich\u017e absolutn\u00edm vrcholu stoj\u00ed samotn\u00e9 kon\u00e1n\u00ed sportu.<\/p>\n

Samo sportovn\u00ed sponzorstv\u00ed, v mal\u00e9 h\u0159e hodn\u00e9 Ezopa, na n\u00ed\u017e m\u00e1 pod\u00edl i pisatel, v posledn\u00ed dob\u011b p\u0159\u00edli\u0161 zveli\u010dilo my\u0161lenku, \u017ee v\u00fdsledek nen\u00ed \u00fast\u0159edn\u00ed, ve prosp\u011bch holistick\u00e9ho pohledu, podle n\u011bho\u017e n\u00e1vratnost spo\u010d\u00edv\u00e1 prost\u011b v tom b\u00fdt v danou chv\u00edli na m\u00edst\u011b a moci to aktivovat. To plat\u00ed, pokud nezajdeme tak daleko, abychom tvrdili, \u017ee sponzorovat Liverpool je tot\u00e9\u017e co sponzorovat Norwich nebo \u017ee b\u00fdt partnerem Red Bull Racing je tot\u00e9\u017e co b\u00fdt partnerem t\u00fdmu Haas.<\/p>\n

Konkr\u00e9tn\u011b rok 2022 nebude, pokud jde o pandemii, jin\u00fd ne\u017e rok 2021. Zimn\u00ed vlna a \u010f\u00e1belsk\u00fd Omikron vy\u017eaduj\u00ed opatrnost a st\u00e1le ud\u00e1vaj\u00ed tempo tance, ale organiz\u00e1to\u0159i se nau\u010dili noty a jsou p\u0159ipraveni dr\u017eet rytmus hudby. N\u011bjak\u00fd pr\u00e1zdn\u00fd stadion a polopr\u00e1zdn\u00e1 tribuna se jist\u011b je\u0161t\u011b najdou, ale v roce z\u00e1hadn\u00e9ho mistrovstv\u00ed sv\u011bta ve fotbale v Kataru si lze snadno p\u0159edstavit, \u017ee se pr\u00e1vem ob\u011btuje n\u011bkolik vstupenek na tribuny, aby d\u011bn\u00ed na h\u0159i\u0161ti mohlo pokra\u010dovat.<\/p>\n

Nov\u00e9 fyzick\u00e9, politick\u00e9 a obchodn\u00ed geografie<\/h3>\n

Mistrovstv\u00ed sv\u011bta v Kataru je samoz\u0159ejm\u011b t\u00e9ma roku 2022, stejn\u011b jako zimn\u00ed olympijsk\u00e9 hry v Pekingu, hlavn\u00edm m\u011bst\u011b \u010c\u00edny, kde p\u0159ed dv\u011bma lety za\u010dal za\u010d\u00e1tek konce. Tato zem\u011b Arabsk\u00e9ho poloostrova nen\u00ed jen nejmen\u0161\u00edm st\u00e1tem, kter\u00fd kdy hostil nejv\u011bt\u0161\u00ed sportovn\u00ed akci planety, ale tak\u00e9 definitivn\u00edm a nejhmatateln\u011bj\u0161\u00edm znamen\u00edm, \u017ee se motor sportovn\u00edho syst\u00e9mu p\u0159esouv\u00e1 na v\u00fdchod. T\u00edm se ne\u0159\u00edk\u00e1, \u017ee by Evropa ztratila na \u0161achovnici sv\u016fj v\u00fdznam, ale \u017ee trhy a zadavatel\u00e9 pat\u0159\u00edc\u00ed k nov\u00e9mu \u0159\u00e1du ofici\u00e1ln\u011b stvrdili svou p\u0159\u00edtomnost u v\u0161ech d\u016fle\u017eit\u00fdch stol\u016f.<\/p>\n

Velmi jasn\u00fdm sign\u00e1lem jsou i kalend\u00e1\u0159e nejvy\u0161\u0161\u00edch mezin\u00e1rodn\u00edch sout\u011b\u017e\u00ed motoristick\u00e9ho sportu, kter\u00e9 mezi MotoGP a Formul\u00ed 1 zahrnuj\u00ed cel\u00fdch 20 z\u00e1vod\u016f mimo star\u00fd kontinent. D\u016fvod je z\u0159ejm\u00fd: finan\u010dn\u00ed s\u00edla n\u011bkter\u00fdch oblast\u00ed, kter\u00e9 sice nemaj\u00ed evropsk\u00e9 d\u011bdictv\u00ed, ale dnes disponuj\u00ed kapit\u00e1lem, aby se staly jevi\u0161t\u011bm v\u00fdznamn\u00fdch akc\u00ed.<\/p>\n

Ani tento tektonick\u00fd posun se neobejde bez kontroverz\u00ed, n\u011bkter\u00fdch dob\u0159e podlo\u017een\u00fdch, jin\u00fdch m\u00e9n\u011b. Do prvn\u00ed kategorie jist\u011b pat\u0159\u00ed etick\u00e9 a soci\u00e1ln\u00ed obavy o podm\u00ednky d\u011bln\u00edk\u016f, kte\u0159\u00ed stav\u011bj\u00ed stadiony a infrastrukturu pro mistrovstv\u00ed sv\u011bta. Pochybnosti naopak z\u016fst\u00e1vaj\u00ed kolem ned\u00e1vn\u00e9ho povyku o \u00fadajn\u00e9 \u201edohod\u011b\u201c, kterou m\u011bli \u0161ejkov\u00e9 zinscenovat v neprosp\u011bch It\u00e1lie a kter\u00e1 by umo\u017enila fenom\u00e9nu Ronaldovi \u00fa\u010dastnit se turnaje m\u00edsto t\u00fdmu, jen\u017e vyhr\u00e1l posledn\u00ed kontinent\u00e1ln\u00ed \u0161ampion\u00e1t. Je t\u0159eba odd\u011blit zrno od plev a pe\u010dliv\u011b t\u0159\u00eddit nekone\u010dn\u00fd proud informac\u00ed, kter\u00fd denn\u011b zaplavuje po\u010d\u00edta\u010de, telefony a nejr\u016fzn\u011bj\u0161\u00ed p\u0159\u00edstroje.<\/p>\n

Z pohledu na\u0161\u00ed profese, tedy sportovn\u00edho sponzorstv\u00ed, jsou nejz\u0159eteln\u011bj\u0161\u00ed d\u016fsledky t\u011bchto nov\u00fdch geografi\u00ed patrn\u00e9 u\u017e dlouho. Hlavn\u00ed sponzo\u0159i nejv\u00fdznamn\u011bj\u0161\u00edch sportovn\u00edch properties na sv\u011bt\u011b \u010dasto poch\u00e1zej\u00ed z V\u00fdchodu, Bl\u00edzk\u00e9ho \u010di D\u00e1ln\u00e9ho. Nem\u011bli bychom se v\u0161ak m\u00fdlit v tom, pro\u010d tato partnerstv\u00ed vznikaj\u00ed: rozhodn\u011b nem\u00ed\u0159\u00ed na \u201edobyt\u00ed Evropy\u201c, ale na mnohem glob\u00e1ln\u011bj\u0161\u00ed a mnohem m\u00e9n\u011b lok\u00e1ln\u00ed postaven\u00ed. Sport se stal v celosv\u011btov\u00e9m m\u011b\u0159\u00edtku p\u0159\u00edli\u0161 d\u016fle\u017eit\u00fdm komunika\u010dn\u00edm aktivem na to, abychom si mysleli, \u017ee sa\u00fadsk\u00e9 nebo \u010d\u00ednsk\u00e9 skupiny zaj\u00edm\u00e1 jen evropsk\u00fd z\u00e1kazn\u00edk: Ital\u016f, Francouz\u016f, N\u011bmc\u016f a \u0160pan\u011bl\u016f je p\u0159\u00edli\u0161 m\u00e1lo a jejich ekonomick\u00fd r\u016fst je p\u0159\u00edli\u0161 pomal\u00fd, ne\u017e aby byli st\u00e1le p\u0159edm\u011btem touhy v\u0161ech firem na sv\u011bt\u011b. Bez metafor: Etihad nen\u00ed na dresu City proto, aby z\u00edskal fanou\u0161ky z Manchesteru nebo z Brit\u00e1nie, ale aby rychle oslovil v\u0161echny, kdo se alespo\u0148 trochu zaj\u00edmaj\u00ed o fotbal, a\u0165 jsou kdekoli.<\/p>\n

Je samoz\u0159ejm\u00e9, \u017ee se m\u011bn\u00ed i syst\u00e9m aktivac\u00ed, a u\u017e se to d\u011bje, p\u0159i\u010dem\u017e se st\u00e1le v\u00edce d\u011bl\u00ed na dva makrosyst\u00e9my. Na jedn\u00e9 stran\u011b stoj\u00ed supersponzo\u0159i, kte\u0159\u00ed se zaj\u00edmaj\u00ed t\u00e9m\u011b\u0159 v\u00fdhradn\u011b o vyu\u017eit\u00ed pr\u00e1v ke jm\u00e9nu, obrazu a sl\u00e1v\u011b a o viditelnost nejvy\u0161\u0161\u00ed \u00farovn\u011b, na druh\u00e9 stran\u011b sponzo\u0159i ni\u017e\u0161\u00ed \u00farovn\u011b (o\u0161kliv\u00fd v\u00fdraz, kter\u00fd by si zaslou\u017eil d\u016fstojnou n\u00e1hradu), jim\u017e budou st\u00e1le v\u00edce vyhovovat mal\u00e9, ale intenzivn\u00ed m\u00edstn\u00ed aktivace s hospitality a osobn\u00ed one-to-one p\u0159\u00edtomnost\u00ed.<\/p>\n

O kryptom\u011bn\u00e1ch a metaverzech<\/h3>\n

Fyzick\u00e9 hranice nejsou jedinou geografi\u00ed, kterou modernita zpochyb\u0148uje. N\u00e1stup kryptom\u011bn, metaverza, blockchainu, NFT a dal\u0161\u00edch hr\u00e1\u010d\u016f z finan\u010dn\u00edho a technologick\u00e9ho sektoru pronikl do sportu tempem, na kter\u00e9 sektor nebyl nutn\u011b p\u0159ipraven. Teprve p\u0159ed n\u011bkolika dny podepsala Scuderia Ferrari smlouvu s Velas Network, nov\u00fdm a siln\u00fdm hr\u00e1\u010dem na trhu NFT a digit\u00e1ln\u00edch pen\u011b\u017eenek. B\u011bhem n\u011bkolika let, n\u011bkdy m\u011bs\u00edc\u016f, se zbrusu nov\u00e9 firmy, kter\u00e9 zbohatly d\u00edky popularit\u011b bitcoinu a podobn\u00fdch m\u011bn, vydaly dob\u00fdt sv\u011bt sportu a uzav\u0159ely mnohamilionov\u00e9 smlouvy, kter\u00e9 p\u0159ekreslily celou sc\u00e9nu: pro n\u011bkoho jsou nov\u00fdm tab\u00e1kem nebo nov\u00fdmi bankami, ale rozd\u00edl je ve skute\u010dnosti z\u00e1sadn\u00ed.<\/p>\n

Na rozd\u00edl od \u201etradi\u010dn\u011bj\u0161\u00edch\u201c firem (dal\u0161\u00ed o\u0161kliv\u00fd a nep\u0159esn\u00fd v\u00fdraz, kter\u00fd d\u00e1v\u00e1 negativn\u00ed n\u00e1dech n\u011b\u010demu, co ve skute\u010dnosti nem\u00e1 nic negativn\u00edho) jsou tito nov\u00ed velc\u00ed investo\u0159i hluboce, a v ka\u017ed\u00e9m smyslu, dematerializovan\u00ed: nemaj\u00ed p\u0159esn\u011b deklarovan\u00e9 fyzick\u00e9 s\u00eddlo, obracej\u00ed se na \u010dasto skrytou a zcela novou generaci c\u00edlov\u00e9 skupiny a maj\u00ed \u0161t\u00edhl\u00e9 struktury, kter\u00e9 jim navzdory jejich rozpo\u010dt\u016fm umo\u017e\u0148uj\u00ed bleskov\u00e9 operace a n\u00e1hl\u00e9 zm\u011bny sm\u011bru. Jsou to v podstat\u011b dost nezn\u00e1m\u00e1 zv\u00ed\u0159ata, jejich\u017e m\u00edry si teprve bereme. Tyto firmy toti\u017e otev\u00edraj\u00ed dve\u0159e nov\u00fdm typ\u016fm partnerstv\u00ed, zalo\u017een\u00fdm n\u011bkdy na vytv\u00e1\u0159en\u00ed vlastn\u00edch NFT nebo kryptom\u011bn, jindy \u010dist\u011b na budov\u00e1n\u00ed reputace zna\u010dky (jako v p\u0159\u00edpad\u011b Crypto.com a koup\u011b pr\u00e1v na n\u00e1zev ar\u00e9ny Los Angeles Lakers, po sponzorstv\u00ed mistrovstv\u00ed F1) a na rozvoji zna\u010dky, aby se prosadily na trhu, kter\u00fd se rychle zapl\u0148uje.<\/p>\n

Navzdory pochybnostem n\u011bkter\u00fdch odborn\u00edk\u016f a po\u010d\u00e1te\u010dn\u00edmu opatrn\u00e9mu sbli\u017eov\u00e1n\u00ed s t\u011bmito nap\u016fl nezn\u00e1m\u00fdmi objekty jsou digit\u00e1ln\u00ed finance u\u017e p\u0159\u00edtomnost\u00ed, a nikoli budoucnost\u00ed, sportovn\u00edho marketingu. Z\u00edt\u0159ek, up\u0159\u00edmn\u011b \u0159e\u010deno docela bl\u00edzk\u00fd, le\u017e\u00ed jednozna\u010dn\u011b v metaverzu, ob\u0159\u00ed s\u00edti propojen\u00fdch s\u00edt\u00ed, kter\u00e1 nab\u00edz\u00ed virtu\u00e1ln\u00ed sv\u011bty, ale naprosto skute\u010dn\u00e9 z\u00e1\u017eitky a ekonomiky, a kter\u00e1 p\u0159edstavuje next big thing digit\u00e1ln\u00edho sv\u011bta. Zat\u00edmco velk\u00e1 jm\u00e9na jako Meta, Amazon a Apple se na metaverzum p\u0159ipravuj\u00ed u\u017e l\u00e9ta, velmi mnoho dal\u0161\u00edch u\u017e internet budoucnosti postavilo a pak na n\u011bm spekulovalo, jak se to d\u011bje nap\u0159\u00edklad v Decentralandu. Velk\u00e9 sportovn\u00ed properties slibuj\u00ed, \u017ee nez\u016fstanou pozadu a nab\u00eddnou sv\u00fdm fanou\u0161k\u016fm a partner\u016fm nov\u00fd sv\u011bt p\u0159\u00edle\u017eitost\u00ed 3.0, kter\u00fd si budou moci u\u017e\u00edvat v metaverzu (nebo v metaverzech, podle definice), spravovan\u00fd prost\u0159ednictv\u00edm vlastn\u00edch blockchain\u016f a NFT.<\/p>\n

Ot\u00e1zkou te\u010f je, jak propojit oba sv\u011bty: nesm\u00edrn\u011b virtu\u00e1ln\u00ed a vysoce digit\u00e1ln\u00ed sv\u011bt metaverza a skute\u010dn\u00fd sv\u011bt sportu, siln\u011b spjat\u00fd s tady a te\u010f. Mnoz\u00ed vid\u00ed v metaverzu nov\u00fd zp\u016fsob, jak sledovat z\u00e1vody, utk\u00e1n\u00ed a z\u00e1pasy d\u00edky technologi\u00edm virtu\u00e1ln\u00ed reality, big dat\u016fm a statistik\u00e1m v re\u00e1ln\u00e9m \u010dase, ale pochybnosti o stavu technologie p\u0159etrv\u00e1vaj\u00ed, zejm\u00e9na kv\u016fli obrovsk\u00e9 \u0161\u00ed\u0159ce p\u00e1sma, kterou by n\u011bkter\u00e9 platformy vy\u017eadovaly. Pro e-sport se naopak metaverzum jev\u00ed jako jasn\u00e1 volba: po p\u0159ekvapiv\u00e9 medi\u00e1ln\u00ed pozornosti b\u011bhem prvn\u00ed vlny pandemie pro\u017e\u00edv\u00e1 d\u00edky neust\u00e1le se roz\u0161i\u0159uj\u00edc\u00ed z\u00e1kladn\u011b hr\u00e1\u010d\u016f d\u00e1l obdob\u00ed rozkv\u011btu. Videohry, to je jasn\u00e9 u\u017e dlouho, nejsou jen m\u00e9diem budoucnosti, ale tak\u00e9 evolu\u010dn\u00edm z\u00e1kladem mnoha technologi\u00ed, kter\u00e9 budou v\u0161ichni v p\u0159\u00ed\u0161t\u00edch letech pou\u017e\u00edvat.<\/p>\n

Na z\u00e1v\u011br \u00favah o metaverzech a abychom \u010dern\u00e9 na b\u00edl\u00e9m zaznamenali obavu, kter\u00e1 zazn\u011bla v ned\u00e1vn\u00e9m rozhovoru na toto t\u00e9ma: doufejme, \u017ee za kou\u0159em se skr\u00fdv\u00e1 i n\u011bco podstatn\u00e9ho. Dojem je takov\u00fd, \u017ee o tomto internetu budoucnosti mluv\u00ed mnoz\u00ed, ale jen m\u00e1lokdo opravdu pochopil, co se za n\u00edm skr\u00fdv\u00e1, a um\u00ed zvl\u00e1dnout obrovsk\u00e9 mno\u017estv\u00ed podm\u00ednek pot\u0159ebn\u00fdch k p\u0159\u00edstupu, jako je vlastnictv\u00ed digit\u00e1ln\u00ed pen\u011b\u017eenky a podobn\u011b.<\/p>\n

N\u00e1vrat k podstat\u011b<\/h3>\n

Na z\u00e1v\u011br tohoto mo\u017en\u00e1 pon\u011bkud rozt\u0159\u00ed\u0161t\u011bn\u00e9ho p\u0159ehledu t\u00e9mat sportovn\u00edho marketingu v roce 2022 je u\u017eite\u010dn\u00e9 ud\u011blat krok zp\u011bt a pokusit se zachytit celkov\u00fd obraz. Jak jsme \u0159ekli na za\u010d\u00e1tku, pandemie odklopila v\u00edko Pando\u0159iny sk\u0159\u00ed\u0148ky a nechala vyprchat mnoho nadstaveb, kter\u00e9 modernita navr\u0161ila nad sportovn\u00ed ud\u00e1lost. M\u011bs\u00edce bez samotn\u00e9 sportovn\u00ed ud\u00e1losti znovu p\u0159esunuly d\u016fraz na z\u00e1klady sportovn\u00edho syst\u00e9mu, tedy na sport samotn\u00fd. Kdy\u017e se nehraje, nejezd\u00ed, nez\u00e1vod\u00ed, je v\u0161echno ostatn\u00ed k ni\u010demu. V\u0161echno ostatn\u00ed, od soci\u00e1ln\u00edch s\u00edt\u00ed po metaverza, od geografick\u00e9 expanze po aktivace nov\u00e9 generace, toti\u017e stoj\u00ed na emoc\u00edch a n\u00e1lad\u00e1ch, kter\u00e9 vyvol\u00e1v\u00e1 v\u00fdkon \u0161ampiona, kr\u00e1sn\u00fd technick\u00fd prvek, radost z v\u00edt\u011bzstv\u00ed a z\u00e1\u017eitek z nezapomenuteln\u00e9 ud\u00e1losti.<\/p>\n

Pokud je tedy to, co se d\u011bje na h\u0159i\u0161ti, j\u00e1drem v\u0161eho, a samoz\u0159ejm\u011b jin\u00e9 b\u00fdt nem\u016f\u017ee, pak se t\u00e9ma konkurenceschopnosti st\u00e1v\u00e1 znovu mimo\u0159\u00e1dn\u011b d\u016fle\u017eit\u00fdm a je t\u00edm prvn\u00edm, co je t\u0159eba chr\u00e1nit, kdy\u017e se ned\u00edv\u00e1me na sport roku 2022, ale na sport cel\u00e9 budoucnosti. Kdo se zab\u00fdv\u00e1 marketingem sportu, mus\u00ed naj\u00edt mechanismy, d\u00edky nim\u017e budou nep\u0159edv\u00eddatelnost, pod\u00edvan\u00e1, nejistota a souboj (sportovn\u00ed, rozum\u00ed se) v\u017edy kone\u010dn\u00fdm c\u00edlem t\u011bch, kdo po\u0159\u00e1daj\u00ed \u0161ampion\u00e1ty, s\u00e9rie, akce a turnaje. Pozor, marketing sportu, nikoli sportovn\u00ed marketing: ani\u017e bychom se pou\u0161t\u011bli do dal\u0161\u00edho pojedn\u00e1n\u00ed o t\u00e9to dichotomii, sta\u010d\u00ed p\u0159ipomenout, \u017ee prvn\u00ed propaguje sportovn\u00ed produkt, zat\u00edmco druh\u00fd vyu\u017e\u00edv\u00e1 sport k propagaci produkt\u016f nebo slu\u017eeb t\u0159et\u00edch stran.<\/p>\n

Je to ve skute\u010dnosti velmi modern\u00ed t\u00e9ma, i kdy\u017e stoj\u00ed na star\u00fdch z\u00e1kladech. P\u0159e\u017eije MotoGP Rossiho odchod? M\u016f\u017ee existovat mistrovstv\u00ed sv\u011bta bez Messiho nebo Ronalda? M\u016f\u017ee NBA prosperovat, kdy\u017e vyhr\u00e1vaj\u00ed t\u00fdmy daleko od velk\u00fdch trh\u016f? Odpov\u011b\u010f je zjevn\u011b ano, pokud se v\u017edy najdou zp\u016fsoby, jak zaru\u010dit skv\u011blou pod\u00edvanou, a to na trati, na tr\u00e1vn\u00edku i na palubovce. V tomto smyslu byla obzvl\u00e1\u0161\u0165 pou\u010dn\u00e1 sezona 2021 Formule 1<\/a>, kterou vyhr\u00e1l Max Verstappen, ale kter\u00e1 se hlavn\u011b rozhodla v posledn\u00edm kole posledn\u00edho z\u00e1vodu. Tent\u00fd\u017e sport, kter\u00fd byl l\u00e9ta ozna\u010dov\u00e1n za nudn\u00fd cirkus, letos okouzlil sv\u011bt nap\u00ednav\u00fdmi souboji a st\u0159etem dvou velk\u00fdch \u0161ampion\u016f.<\/p>\n

Rok, kter\u00fd p\u0159ich\u00e1z\u00ed<\/h3>\n

Z\u00e1v\u011brem: p\u0159ich\u00e1zej\u00edc\u00ed rok 2022 u\u017e ve skute\u010dnosti nastal a dostate\u010dn\u011b jasn\u011b ukazuje v\u00fdzvy, slo\u017eitosti a kl\u00ed\u010dov\u00e1 t\u00e9mata pro sport a sportovn\u00ed marketing. Mnoh\u00e9 z t\u011bchto v\u00fdzev jsme vyjmenovali v p\u0159edchoz\u00edch \u0159\u00e1dc\u00edch, mnoh\u00e9 by si zaslou\u017eily hlub\u0161\u00ed rozbor. Pandemie covidu-19 a rychle se \u0161\u00ed\u0159\u00edc\u00ed varianta Omikron budou i nad\u00e1le hlavn\u00edm titulkem novin, ale \u00fast\u0159edn\u00ed postaven\u00ed zem\u00ed Persk\u00e9ho z\u00e1livu, role kryptom\u011bn a metaverz a pot\u0159eba postavit konkurenceschopnost do st\u0159edu budouc\u00edch sout\u011b\u017e\u00ed p\u0159edstavuj\u00ed z\u00edt\u0159ek na\u0161\u00ed profese a jej\u00edch mnoha podob.<\/p>\n

Z\u00e1v\u011br, bottom line, jak se dnes \u0159\u00edk\u00e1, zn\u00ed: sport a sportovn\u00ed marketing si nemohou dovolit nep\u0159izp\u016fsobit se zm\u011bn\u011b a mnoha prom\u011bn\u00e1m, kter\u00e9 modernita p\u0159in\u00e1\u0161\u00ed. Naopak jsou povinny se nejprve t\u011bmto trend\u016fm, obt\u00ed\u017e\u00edm a inovac\u00edm p\u0159izp\u016fsobit a pak je p\u0159edb\u00edhat, cht\u011bj\u00ed-li si udr\u017eet p\u0159edn\u00ed roli, kterou v ka\u017edodenn\u00edm \u017eivot\u011b maj\u00ed. V t\u011bchto dvou letech sport razil cestu cel\u00e9 spole\u010dnosti a uk\u00e1zal, \u017ee i uprost\u0159ed nouzov\u00e9ho stavu lze naj\u00edt zp\u016fsob, jak d\u00e1l fungovat. Jak v\u0161ichni v\u011bd\u00ed, sport je mnohem v\u00edc ne\u017e jen forma z\u00e1bavy nebo hra\u010dka pro voln\u00fd \u010das: je to slo\u017eit\u00fd spole\u010densk\u00fd a kulturn\u00ed fenom\u00e9n s nes\u010detn\u00fdmi praktick\u00fdmi, konkr\u00e9tn\u00edmi a velmi \u017eiv\u00fdmi aplikacemi a d\u016fsledky.<\/p>\n

Porozum\u011bt t\u011bmto d\u016fsledk\u016fm, \u0159\u00eddit je, komunikovat je a spravovat je je pravd\u011bpodobn\u011b nejd\u016fle\u017eit\u011bj\u0161\u00edm posl\u00e1n\u00edm pro p\u0159\u00ed\u0161t\u00ed rok i pro ty dal\u0161\u00ed.<\/p>\n

O \u010dty\u0159i roky pozd\u011bji: bilance<\/h2>\n

Znovu si s odstupem p\u0159e\u010d\u00edst \u010dl\u00e1nek pln\u00fd p\u0159edpov\u011bd\u00ed je cvi\u010den\u00ed v poko\u0159e. Tady je to, co se skute\u010dn\u011b stalo, t\u00e9ma po t\u00e9matu.<\/p>\n

Covid: od nouzov\u00e9ho stavu ke vzpom\u00ednce<\/h3>\n

Dne 5. kv\u011btna 2023 Sv\u011btov\u00e1 zdravotnick\u00e1 organizace prohl\u00e1sila, \u017ee covid-19 u\u017e nep\u0159edstavuje stav ohro\u017een\u00ed ve\u0159ejn\u00e9ho zdrav\u00ed mezin\u00e1rodn\u00edho v\u00fdznamu. P\u0159edpov\u011b\u010f, \u017ee boj s virem potrv\u00e1 je\u0161t\u011b dlouho, se uk\u00e1zala jako p\u0159\u00edli\u0161 opatrn\u00e1: b\u011bhem jednoho roku se protokoly, bubliny a pr\u00e1zdn\u00e9 tribuny staly vzpom\u00ednkou. Div\u00e1ci se vr\u00e1tili, a to v dosud nev\u00eddan\u00fdch po\u010dtech: v roce 2025 MotoGP p\u0159es\u00e1hlo 3,6 milionu div\u00e1k\u016f na okruz\u00edch a Formule 1 napo\u010d\u00edtala 6,7 milionu, v obou p\u0159\u00edpadech rekord. Z\u00e1kladn\u00ed intuice, kter\u00e1 vid\u011bla skute\u010dnou hodnotu ve sportovn\u00edm obsahu, naopak obst\u00e1la: streamovac\u00ed platformy a dokument\u00e1rn\u00ed s\u00e9rie d\u00e1l rostly pr\u00e1v\u011b proto, \u017ee m\u011bly co autentick\u00e9ho vypr\u00e1v\u011bt.<\/p>\n

Nov\u00e9 geografie: upevn\u011bn\u00e9, ale k\u0159ehk\u00e9<\/h3>\n

Mistrovstv\u00ed sv\u011bta v Kataru se hr\u00e1lo od 20. listopadu do 18. prosince 2022, jako prvn\u00ed v historii v zim\u011b, a vyhr\u00e1la ho Argentina. It\u00e1lie tam nebyla: 24. b\u0159ezna 2022 vypadla v bar\u00e1\u017ei se Severn\u00ed Makedoni\u00ed a \u00fadajn\u00e1 \u201edohoda\u201c, o n\u00ed\u017e se tehdy mluvilo, z\u016fstala jednou z mnoha f\u00e1m, kter\u00e9 bylo t\u0159eba odd\u011blit od fakt\u016f. Posun t\u011b\u017ei\u0161t\u011b sportu na v\u00fdchod se naopak pln\u011b potvrdil. Sa\u00fadsk\u00e1 Ar\u00e1bie v \u010dervnu 2022 spustila s\u00e9rii LIV Golf s podporou st\u00e1tn\u00edho fondu PIF a 11. prosince 2024 z\u00edskala po\u0159adatelstv\u00ed mistrovstv\u00ed sv\u011bta ve fotbale 2034, zat\u00edmco Aramco je glob\u00e1ln\u00edm partnerem Formule 1 od roku 2020. Rok 2026 v\u0161ak p\u0159ipomn\u011bl i k\u0159ehkost t\u00e9to geografie: v b\u0159eznu situace na Bl\u00edzk\u00e9m v\u00fdchod\u011b donutila Formuli 1 zru\u0161it Velk\u00e9 ceny Bahrajnu a Sa\u00fadsk\u00e9 Ar\u00e1bie.<\/p>\n

Kryptom\u011bny a metaverzum: podstata a kou\u0159<\/h3>\n

Tady je bilance nejp\u0159\u00edsn\u011bj\u0161\u00ed a obava vysloven\u00e1 v roce 2022, nad\u011bje, \u017ee \u201eza kou\u0159em se skr\u00fdv\u00e1 i n\u011bco podstatn\u00e9ho\u201c, se uk\u00e1zala jako opr\u00e1vn\u011bn\u00e1. Dne 11. listopadu 2022 vyhl\u00e1sila kryptoburza FTX bankrot a strhla s sebou i sv\u00e1 sponzorstv\u00ed: Mercedes pozastavil partnerstv\u00ed ve Formuli 1, okres Miami-Dade a Miami Heat ukon\u010dili smlouvu o n\u00e1zvu ar\u00e9ny a MLB od sezony 2023 upustila od n\u00e1\u0161ivky FTX na dresech rozhod\u010d\u00edch. Smlouvu mezi Ferrari a Velas, ozn\u00e1menou 27. prosince 2021, ukon\u010dila Scuderia p\u0159ed\u010dasn\u011b 12. ledna 2023. Trh s NFT se zhroutil: podle DappRadar klesl objem obchod\u016f z 57,2 miliardy dolar\u016f v roce 2022 na 13,7 miliardy v roce 2024, tedy o 76 %. Pokud jde o metaverzum, divize Reality Labs spole\u010dnosti Meta nashrom\u00e1\u017edila od konce roku 2020 provozn\u00ed ztr\u00e1ty p\u0159esahuj\u00edc\u00ed 80 miliard dolar\u016f a v lednu 2026 zru\u0161ila v\u00edce ne\u017e tis\u00edc pracovn\u00edch m\u00edst, p\u0159ibli\u017en\u011b 10 % divize.<\/p>\n

Ne v\u0161echno se ale vypa\u0159ilo. Crypto.com, zm\u00edn\u011bn\u00e1 v roce 2022 jako p\u0159\u00edklad investice do reputace, je st\u00e1le partnerem Formule 1 se smlouvou prodlou\u017eenou do roku 2030 a jej\u00ed jm\u00e9no z\u016fst\u00e1v\u00e1 na ar\u00e9n\u011b Lakers d\u00edky dvacetilet\u00e9 smlouv\u011b za zhruba 700 milion\u016f dolar\u016f. Pou\u010den\u00ed plat\u00ed pro ka\u017ed\u00e9ho sponzora: p\u0159e\u017eije ten, kdo investuje do budov\u00e1n\u00ed zna\u010dky, ne ten, kdo se veze na bublin\u011b.<\/p>\n

Konkurenceschopnost: nejjednodu\u0161\u0161\u00ed p\u0159edpov\u011b\u010f byla ta spr\u00e1vn\u00e1<\/h3>\n

Ot\u00e1zka \u201ep\u0159e\u017eije MotoGP Rossiho odchod?\u201c dostala jasnou odpov\u011b\u010f: v roce 2025 \u0161ampion\u00e1t vyk\u00e1zal fanou\u0161kovskou z\u00e1kladnu 632 milion\u016f lid\u00ed, o 12 % v\u00edc ne\u017e v p\u0159edchoz\u00edm roce, a vypr\u00e1v\u011bn\u00ed se p\u0159esunulo k nov\u00fdm protagonist\u016fm. Formule 1 po fin\u00e1le roku 2021 d\u00e1l \u017eila souboji: titul za rok 2025 se rozhodl v Ab\u00fa Zab\u00ed o pouh\u00e9 dva body mezi Landem Norrisem a Maxem Verstappenem. Psali jsme o tom i v na\u0161ich \u010dl\u00e1nc\u00edch o posledn\u00edm z\u00e1vod\u011b Valentina Rossiho<\/a> a o cross-audience marketingu mezi NBA a Formul\u00ed 1<\/a>: pod\u00edvan\u00e1 na trati z\u016fst\u00e1v\u00e1 z\u00e1kladem, na n\u011bm\u017e stoj\u00ed v\u0161echno ostatn\u00ed.<\/p>\n

Co n\u00e1s to nau\u010dilo<\/h2>\n

O \u010dty\u0159i roky pozd\u011bji je nit, kter\u00e1 spojuje v\u0161echna \u010dty\u0159i t\u00e9mata, stejn\u00e1, na jakou uk\u00e1zal text z roku 2022 ve sv\u00e9 nejjednodu\u0161\u0161\u00ed pas\u00e1\u017ei: kdy\u017e se nehraje, nejezd\u00ed, nez\u00e1vod\u00ed, je v\u0161echno ostatn\u00ed k ni\u010demu. Pandemie to zviditelnila t\u00edm, \u017ee n\u00e1m sport vzala, n\u00e1vrat div\u00e1k\u016f to potvrdil t\u00edm, \u017ee n\u00e1m ho vr\u00e1til, a kryptobublina to dok\u00e1zala z opa\u010dn\u00e9 strany, kdy\u017e odm\u011bnila ty, kdo m\u011bli co konkr\u00e9tn\u00edho nab\u00eddnout. Pro firmy, kter\u00e9 vn\u00edmaj\u00ed sport jako komunika\u010dn\u00ed n\u00e1stroj, je z\u00e1v\u011br praktick\u00fd: m\u00f3dn\u00ed vlny odch\u00e1zej\u00ed, platformy se m\u011bn\u00ed, ale hodnota sponzorstv\u00ed v\u017edy vznik\u00e1 z toho, co se d\u011bje na trati, a z toho, jak to dok\u00e1\u017eeme vypr\u00e1v\u011bt. Kdo chce pochopit, jak to uplatnit dnes, m\u016f\u017ee za\u010d\u00edt na\u0161\u00edm pr\u016fvodcem o tom, jak funguje Formule 1<\/a>, a str\u00e1nkou v\u011bnovanou sponzorstv\u00ed v MotoGP<\/a>.<\/p>\n

Zdroje:<\/strong> UN News, WHO vyhla\u0161uje konec nouzov\u00e9ho stavu kv\u016fli covidu-19<\/a>; FIFA, mistrovstv\u00ed sv\u011bta Katar 2022<\/a>; FIFA, po\u0159adatel\u00e9 mistrovstv\u00ed sv\u011bta 2030 a 2034<\/a>; Sky Sports, zru\u0161en\u00ed GP Bahrajnu a Sa\u00fadsk\u00e9 Ar\u00e1bie<\/a>; Fortune, sportovn\u00ed sponzorstv\u00ed FTX<\/a>; ESPN, Ferrari ukon\u010duje smlouvu s Velas<\/a>; The Block, objemy obchod\u016f s NFT<\/a>; CNBC, propou\u0161t\u011bn\u00ed v Meta Reality Labs<\/a>; CNBC, kumulovan\u00e9 ztr\u00e1ty Reality Labs<\/a>; CoinDesk, MLB a n\u00e1\u0161ivky FTX<\/a>; Formule 1, Norris\u016fv titul za rok 2025<\/a>; Formule 1, Crypto.com partnerem do roku 2030<\/a>; MotoGP, rekordn\u00ed bilance roku 2025<\/a>; BlackBook Motorsport, \u010d\u00edsla F1 za rok 2025<\/a>.<\/p>\n

\r\n\r\n

\u010cast\u00e9 ot\u00e1zky o sportovn\u00edm marketingu a covidu<\/b><\/h2>\r\n \r\n
\n
\r\n\r\n

\r\n Jak sport reagoval na pandemii covidu?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Hygienick\u00fdmi protokoly, bublinami, p\u0159eorganizovan\u00fdmi kalend\u00e1\u0159i a v p\u0159\u00edpad\u011b pot\u0159eby z\u00e1vody bez div\u00e1k\u016f. Sport byl jedn\u00edm z prvn\u00edch odv\u011btv\u00ed, kter\u00e9 uk\u00e1zalo, \u017ee lze fungovat i uprost\u0159ed nouzov\u00e9ho stavu. Dne 5. kv\u011btna 2023 WHO prohl\u00e1sila, \u017ee covid-19 u\u017e nen\u00ed mezin\u00e1rodn\u00edm ohro\u017een\u00edm ve\u0159ejn\u00e9ho zdrav\u00ed.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Co pandemie nau\u010dila sportovn\u00ed marketing?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

\u017de obsah je d\u016fle\u017eit\u011bj\u0161\u00ed ne\u017e obal: bez z\u00e1vod\u016f, z\u00e1pas\u016f a akc\u00ed ztr\u00e1c\u00ed v\u0161echno ostatn\u00ed hodnotu. Ru\u0161en\u00ed a odklady sout\u011b\u017e\u00ed vr\u00e1tily do st\u0159edu pozornosti samotnou sportovn\u00ed ud\u00e1lost a s n\u00ed i v\u00fdznam konkurenceschopnosti a pod\u00edvan\u00e9.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Vr\u00e1tili se div\u00e1ci po covidu na stadiony a okruhy?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Ano, a to v rekordn\u00edch po\u010dtech. V roce 2025 MotoGP p\u0159es\u00e1hlo 3,6 milionu div\u00e1k\u016f na okruz\u00edch a Formule 1 zaznamenala 6,7 milionu, nejv\u00edc ve sv\u00e9 historii.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Co se stalo se sponzorstv\u00edm kryptom\u011bn ve sportu?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Mnoh\u00e1 skon\u010dila s p\u00e1dem trhu: bankrot FTX v listopadu 2022 p\u0159eru\u0161il smlouvy s Mercedesem ve F1, Miami Heat a MLB a Ferrari v lednu 2023 p\u0159ed\u010dasn\u011b ukon\u010dilo smlouvu s Velas. N\u011bkter\u00e9 zna\u010dky z\u016fstaly, nap\u0159\u00edklad Crypto.com, partner Formule 1 do roku 2030.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Zm\u011bnilo metaverzum sportovn\u00ed marketing?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Mnohem m\u00e9n\u011b, ne\u017e se v roce 2022 p\u0159edpov\u00eddalo. Nad\u0161en\u00ed opadlo spolu s trhem NFT, kter\u00fd se podle DappRadar mezi lety 2022 a 2024 propadl o 76 %, a divize metaverza spole\u010dnosti Meta nashrom\u00e1\u017edila od konce roku 2020 provozn\u00ed ztr\u00e1ty p\u0159es 80 miliard dolar\u016f. Hodnota z\u016fstala tam, kde byla v\u017edycky: ve sportovn\u00ed ud\u00e1losti a ve schopnosti o n\u00ed vypr\u00e1v\u011bt.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

V lednu 2022 se sv\u011bt s n\u00e1mahou vyma\u0148oval ze sv\u00e9 druh\u00e9 pandemick\u00e9 zimy, Omikron plnil tituln\u00ed strany a sport se sna\u017eil p\u0159edstavit si svou budoucnost mezi hygienick\u00fdmi protokoly, nov\u00fdmi trhy a velk\u00fdm p\u0159\u00edslibem metaverza. Tehdy jsme napsali tento \u010dl\u00e1nek, abychom si ut\u0159\u00eddili v\u00fdzvy, p\u0159ed nimi\u017e stoj\u00ed sportovn\u00ed marketing. Dnes ho znovu zve\u0159ej\u0148ujeme v p\u016fvodn\u00ed podob\u011b […]<\/p>\n","protected":false},"author":2,"featured_media":192594,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20230,20229],"tags":[],"class_list":["post-295243","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing","category-sportovni-sponzoring"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSportovn\u00ed marketing 2022: p\u0159edpov\u011bdi o \u010dty\u0159i roky pozd\u011bji<\/title>\n<meta name=\"description\" content=\"Sportovn\u00ed marketing v roce 2022 mezi covidem, Persk\u00fdm z\u00e1livem, kryptem a metaverzem: p\u016fvodn\u00ed text a bilance toho, co se o \u010dty\u0159i roky pozd\u011bji opravdu stalo.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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