{"id":295243,"date":"2025-07-07T15:17:45","date_gmt":"2025-07-07T13:17:45","guid":{"rendered":"https:\/\/rtrsports.com\/sportovni-marketing-v-roce-2022-mezi-protokoly-metaverzemi-a-prechody\/"},"modified":"2025-07-07T15:18:08","modified_gmt":"2025-07-07T13:18:08","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, metaverzemi a p\u0159echody"},"content":{"rendered":"

Pro\u017e\u00edv\u00e1me zaj\u00edmav\u00e9 roky. P\u0159edev\u0161\u00edm pro\u017e\u00edv\u00e1me roky, kter\u00e9 jsou zna\u010dn\u011b prom\u011bnliv\u00e9 a pln\u00e9 neust\u00e1l\u00fdch zm\u011bn rovnov\u00e1hy. V tomto v\u011b\u010dn\u00e9m p\u0159et\u0159\u00e1s\u00e1n\u00ed vah, v neust\u00e1l\u00e9m hled\u00e1n\u00ed pravidelnosti, kterou je dnes up\u0159\u00edmn\u011b \u0159e\u010deno obt\u00ed\u017en\u00e9 definovat, se i sv\u011bt sportu stal nouzov\u00fdm ka\u017edodenn\u00edm jevem a musel se znovu definovat, je\u0161t\u011b ne\u017e se mohl znovu objevit. Jak se \u0159\u00edk\u00e1 v reklam\u011b, je t\u0159eba si dnes ve sportovn\u00edm vesm\u00edru stejn\u011b jako ve v\u0161ech ostatn\u00edch polo\u017eit ot\u00e1zku, zda hled\u00e1n\u00ed normality nen\u00ed samo norm\u00e1lnost\u00ed a zda pr\u00e1v\u011b v neust\u00e1l\u00e9m cizelov\u00e1n\u00ed pravidel a uhlazov\u00e1n\u00ed \u00fahl\u016f nespo\u010d\u00edv\u00e1 tajemstv\u00ed \u00fasp\u011bchu. P\u0159izp\u016fsobit se, abychom p\u0159e\u017eili<\/strong>, podle darwinismu, nebo – je\u0161t\u011b l\u00e9pe – p\u0159izp\u016fsobit se, abychom prosperovali. <\/p>\n

Autor t\u011bchto \u0159\u00e1dk\u016f pravd\u011bpodobn\u011b trp\u00ed, a je to zcela z\u0159ejm\u00e9, pom\u011brn\u011b v\u00fdraznou perspektivn\u00ed zaujatost\u00ed. Od v\u00edt\u011bzstv\u00ed<\/strong> Azzurri v Evrop\u011b<\/strong> a\u017e po nejpozoruhodn\u011bj\u0161\u00ed \u0161ampion\u00e1t v Formule 1<\/strong><\/a> v \u017eiv\u00e9 pam\u011bti, od neuv\u011b\u0159iteln\u00e9 olympijsk\u00e9<\/strong> epopeje po senza\u010dn\u00ed rok MotoGP<\/a><\/strong>, rok 2021, kter\u00fd n\u00e1s pr\u00e1v\u011b opustil, byl -sportovn\u011b- jedn\u00edm z nejpam\u00e1tn\u011bj\u0161\u00edch let v\u016fbec. Pou\u010den\u00ed, kter\u00e9 n\u00e1m stadiony, dr\u00e1hy a ar\u00e9ny odk\u00e1zaly, je ve zkratce docela jednoduch\u00e9: p\u0159echody – i ty nejbolestiv\u011bj\u0161\u00ed – mohou b\u00fdt pozitivn\u00ed, pokud jsou \u0159\u00edzeny proz\u00edrav\u011b. Sport se mus\u00ed i nad\u00e1le m\u011bnit, m\u00e1-li b\u00fdt i nad\u00e1le jedn\u00edm z nejlep\u0161\u00edch z\u00e1bavn\u00edch podnik\u016f ve st\u00e1le rychleji se m\u011bn\u00edc\u00edm sv\u011bt\u011b. <\/p>\n

Je to n\u011bco stejn\u011b intuitivn\u00edho jako kontrakulturn\u00edho. Sport obecn\u011b ani galaxie, kter\u00e1 se kolem n\u011bj to\u010d\u00ed – od sponzoringu po televizn\u00ed pr\u00e1va nebo prodej vstupenek -, nem\u00e1 revoluce p\u0159\u00edli\u0161 v l\u00e1sce: zm\u011bny jsou \u00fanavn\u00e9, pln\u00e9 nep\u0159edv\u00eddateln\u00fdch ud\u00e1lost\u00ed a rozhodn\u011b n\u00e1kladn\u00e9 jak z hlediska nerv\u016f, tak pen\u011b\u017eenky. Nicm\u00e9n\u011b kdy\u017e se zm\u011bna prosad\u00ed, za\u017eehne rozbu\u0161ku \u0159ady mechanism\u016f, kter\u00e9, a\u010dkoli jsou zpo\u010d\u00e1tku n\u011bkdy bolestiv\u00e9, p\u0159in\u00e1\u0161ej\u00ed p\u0159ev\u00e1\u017en\u011b pozitivn\u00ed v\u00fdsledky. <\/p>\n

\"sportovn\u00ed<\/h3>\n

Roky COVID a roky boje COVID<\/h3>\n

Upozorn\u011bn\u00ed: pandemie<\/strong> samoz\u0159ejm\u011b nen\u00ed jedinou prom\u011bnnou v rovnici. Virus hraje hlavn\u00ed roli ve sv\u011btov\u00e9 pozornosti – d\u00edky mimo\u0159\u00e1dn\u00e9 a nad\u010dasov\u00e9 popularit\u011b na\u0161ich i ciz\u00edch ne\u0161t\u011bst\u00ed v novin\u00e1ch a \u010dasopisech -, ale na sv\u011bt\u011b je v\u00edc ne\u017e COVID<\/strong> a v\u00fd\u0161e uveden\u00e9 p\u0159echody je t\u0159eba ch\u00e1pat jako obecn\u00fd princip, nikoliv jako konkr\u00e9tn\u00ed. Stejn\u011b jako velmi ned\u00e1vn\u00fd film„Ned\u00edvej se vzh\u016fru<\/strong>“ s Leonardem di Capriem nen\u00ed ve skute\u010dnosti o komet\u011b, kter\u00e1 se chyst\u00e1 zas\u00e1hnout na\u0161i planetu, tak i COVID je probl\u00e9mem i prototypem probl\u00e9mu samotn\u00e9ho. <\/p>\n

Sport a sportovn\u00ed marketing si dob\u0159e uv\u011bdomuj\u00ed, \u017ee virus je\u0161t\u011b neskon\u010dil sv\u016fj z\u00e1vod a bude se cyklicky vracet na pozice, kter\u00e9 se po\u010d\u00edtaj\u00ed v glob\u00e1ln\u00ed agend\u011b. Jestli\u017ee v podstat\u011b l\u00e9ta COVID skon\u010dila, l\u00e9ta boje proti COVID rozhodn\u011b zdaleka nekon\u010d\u00ed. Zdravotn\u00ed a bezpe\u010dnostn\u00ed protokoly, izola\u010dn\u00ed bubliny plus samoz\u0159ejm\u011b p\u0159\u00edchod vakc\u00edn a n\u00e1padn\u00e1 organiza\u010dn\u00ed a kontroln\u00ed ma\u0161in\u00e9rie zp\u016fsobily, \u017ee koronavirus m\u00e1 nyn\u00ed o n\u011bco bl\u00ed\u017ee ke zran\u011bn\u00ed ne\u017e k nadn\u00e1rodn\u00ed kalamit\u011b: hr\u00e1\u010di, \u0159idi\u010di, mechanici, tren\u00e9\u0159i a zam\u011bstnanci se nyn\u00ed denn\u011b pohybuj\u00ed v karant\u00e9n\u011b, kterou virus nastolil, a zase ji opou\u0161t\u011bj\u00ed, ale show se nau\u010dila j\u00edt d\u00e1l. <\/p>\n

Z hlediska sportovn\u00edho marketingu<\/strong><\/a>na druhou stranu se pandemie zaslou\u017eila o to, \u017ee – dovolte n\u00e1m ten v\u00fdraz – se na severu p\u0159ekalibrovalo t\u00e9ma, kter\u00e9 profesion\u00e1l\u016fm v tomto odv\u011btv\u00ed unikalo: obsah je mnohem d\u016fle\u017eit\u011bj\u0161\u00ed ne\u017e obal. Po l\u00e9ta se toti\u017e, pravd\u011bpodobn\u011b i d\u00edky snadn\u00e9mu nad\u0161en\u00ed zp\u016fsoben\u00e9mu soci\u00e1ln\u00edmi s\u00edt\u011bmi a revolu\u010dn\u00edmi zp\u016fsoby zapojen\u00ed, pon\u011bkud ztr\u00e1cela hlavn\u00ed cesta, kter\u00e1 vy\u017eadovala, aby se discipl\u00edna sportovn\u00edho marketingu soust\u0159edila na samotn\u00fd sportovn\u00ed v\u00fdkon, tedy na sportovn\u00ed ud\u00e1lost, z\u00e1pas, z\u00e1vod. Ru\u0161en\u00ed samotn\u00fdch sout\u011b\u017e\u00ed, zm\u011bny v kalend\u00e1\u0159\u00edch a n\u00e1hl\u00fd z\u00e1nik n\u011bkter\u00fdch akc\u00ed p\u0159isp\u011bly k d\u016fle\u017eit\u00e9mu t\u0159\u00edd\u011bn\u00ed priorit, p\u0159i\u010dem\u017e na absolutn\u00edm vrcholu stoj\u00ed samotn\u00fd sportovn\u00ed v\u00fdkon. <\/p>\n

Sportovn\u00ed sponzoring<\/strong> jako takov\u00fd, ve h\u0159e exotick\u00e9 povahy, na n\u00ed\u017e se tak\u00e9 pod\u00edl\u00edm, v posledn\u00ed dob\u011b p\u0159\u00edli\u0161 zd\u016fraz\u0148uje necentr\u00e1lnost v\u00fdsledku ve prosp\u011bch holistick\u00e9 vize, kter\u00e1 vid\u00ed n\u00e1vratnost operace v prost\u00e9m faktu, \u017ee je v dan\u00e9m okam\u017eiku na m\u00edst\u011b a dok\u00e1\u017ee se aktivizovat vyu\u017eit\u00edm tohoto t\u00e9matu<\/strong>. To je pravda, dokud nezajdeme tak daleko, abychom tvrdili, \u017ee sponzorovat Liverpool<\/strong> je tot\u00e9\u017e jako sponzorovat Norwich<\/strong> nebo \u017ee b\u00fdt partnerem Red Bull Racing<\/strong> je tot\u00e9\u017e jako b\u00fdt partnerem t\u00fdmu Haas. <\/p>\n

Rok 2022 se z hlediska pandemie nebude li\u0161it od roku 2021. Zimn\u00ed rekrutizace a \u010f\u00e1belsk\u00fd Omikron<\/strong> sice ukl\u00e1daj\u00ed opatrnost a st\u00e1le vel\u00ed na\u010dasovat tance, ale organiz\u00e1to\u0159i se nau\u010dili partituru a jsou p\u0159ipraveni j\u00edt s hudbou. Bude -to je jist\u00e9- je\u0161t\u011b n\u011bkolik pr\u00e1zdn\u00fdch stadion\u016f a n\u011bkolik pr\u00e1zdn\u00fdch tribun, ale v roce sibylsk\u00e9ho mistrovstv\u00ed sv\u011bta v Kataru se d\u00e1 snadno p\u0159edpokl\u00e1dat, \u017ee p\u00e1r l\u00edstk\u016f na tribuny bude -korektn\u011b- ob\u011btov\u00e1no ve prosp\u011bch pokra\u010dov\u00e1n\u00ed z\u00e1le\u017eitost\u00ed na h\u0159i\u0161ti. <\/p>\n

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

Mistrovstv\u00ed sv\u011bta ve fotbale v Kataru<\/strong> je samoz\u0159ejm\u011b t\u00e9matem roku 2022, stejn\u011b jako zimn\u00ed olympijsk\u00e9 hry v Pekingu, hlavn\u00edm m\u011bst\u011b \u010c\u00edny, kter\u00e1 p\u0159ed dv\u011bma lety odstartovala za\u010d\u00e1tek konce. Arabsk\u00fd poloostrov je nejen nejmen\u0161\u00edm st\u00e1tem, v n\u011bm\u017e se kdy hr\u00e1la nejv\u011bt\u0161\u00ed sportovn\u00ed ud\u00e1lost planety, ale tak\u00e9 definitivn\u00ed a nejhmatateln\u011bj\u0161\u00ed zn\u00e1mkou pohybu motoru sportovn\u00edho syst\u00e9mu sm\u011brem na v\u00fdchod. To neznamen\u00e1, \u017ee Evropa ztratila sv\u016fj v\u00fdznam v r\u00e1mci \u0161achovnice, ale \u017ee trhy a princip\u00e1lov\u00e9 pat\u0159\u00edc\u00ed k nov\u00e9mu \u0159\u00e1du ofici\u00e1ln\u011b konkretizovali svou p\u0159\u00edtomnost u v\u0161ech d\u016fle\u017eit\u00fdch stol\u016f. <\/p>\n

Velmi z\u0159eteln\u00fdm znakem toho jsou tak\u00e9 kalend\u00e1\u0159e vrcholn\u00fdch mezin\u00e1rodn\u00edch motoristick\u00fdch sout\u011b\u017e\u00ed.<\/strong><\/a>kter\u00e9 mezi MotoGP<\/strong> a Formul\u00ed 1<\/strong> \u010d\u00edtaj\u00ed a\u017e 20 z\u00e1vod\u016f mimo star\u00fd kontinent. D\u016fvodem je, jak je z\u0159ejm\u00e9, ekonomick\u00e1 dostupnost n\u011bkter\u00fdch \u00fazem\u00ed, kter\u00e1 sice nemaj\u00ed evropsk\u00e9 d\u011bdictv\u00ed, ale nyn\u00ed disponuj\u00ed kapit\u00e1lem, kter\u00fd jim umo\u017e\u0148uje st\u00e1t se d\u011bji\u0161t\u011bm d\u016fle\u017eit\u00fdch ud\u00e1lost\u00ed. <\/p>\n

Ani toto telurick\u00e9 hnut\u00ed nen\u00ed bez kontroverz\u00ed, z nich\u017e n\u011bkter\u00e9 jsou opodstatn\u011bn\u00e9 a n\u011bkter\u00e9 m\u00e9n\u011b. Do prvn\u00ed kategorie jist\u011b pat\u0159\u00ed etick\u00e9 a soci\u00e1ln\u00ed obavy o podm\u00ednky pracovn\u00edk\u016f, kte\u0159\u00ed maj\u00ed na starosti p\u0159\u00edpravu stadion\u016f a infrastruktury, na nich\u017e se bude mistrovstv\u00ed sv\u011bta konat. Na druhou stranu z\u016fst\u00e1vaj\u00ed pochybnosti ohledn\u011b povyku, kter\u00fd se ned\u00e1vno zvedl kolem \u00fadajn\u00e9ho „bak\u0161i\u0161e“, kter\u00fd by \u0161ejkov\u00e9 uspo\u0159\u00e1dali na \u00fakor Azzurri a kter\u00fd by umo\u017enil \u00fa\u010dast fenom\u00e9nu Ronaldo<\/strong> v kermesse m\u00edsto t\u00fdmu, kter\u00fd posledn\u00ed kontinent\u00e1ln\u00ed turnaj vyhr\u00e1l. Je t\u0159eba odd\u011blit otruby od mouky a dob\u0159e si vybrat z nekone\u010dn\u00e9ho toku informac\u00ed, kter\u00e9 denn\u011b zaplavuj\u00ed po\u010d\u00edta\u010de, telefony a r\u016fzn\u00e1 dal\u0161\u00ed za\u0159\u00edzen\u00ed. <\/p>\n

Z hlediska na\u0161eho oboru, konkr\u00e9tn\u011b sportovn\u00edho sponzoringu, jsou ji\u017e dlouho z\u0159ejm\u00e9 zna\u010dkov\u011bj\u0161\u00ed d\u016fsledky t\u011bchto nov\u00fdch zem\u011bpisn\u00fdch oblast\u00ed. Hlavn\u00ed sponzo\u0159i nejv\u00fdznamn\u011bj\u0161\u00edch sv\u011btov\u00fdch nemovitost\u00ed \u010dasto poch\u00e1zej\u00ed ze St\u0159edn\u00edho nebo Hlubok\u00e9ho v\u00fdchodu. Nen\u00ed v\u0161ak t\u0159eba si nalh\u00e1vat d\u016fvod t\u011bchto partnerstv\u00ed, kter\u00e1 v \u017e\u00e1dn\u00e9m p\u0159\u00edpad\u011b nemaj\u00ed za c\u00edl „dob\u00fdt Evropu“, ale sp\u00ed\u0161e se jedn\u00e1 o um\u00edst\u011bn\u00ed, kter\u00e9 je mnohem glob\u00e1ln\u011bj\u0161\u00ed a mnohem m\u00e9n\u011b lok\u00e1ln\u00ed. Sport se stal p\u0159\u00edli\u0161 d\u016fle\u017eit\u00fdm komunika\u010dn\u00edm prost\u0159edkem na celoplanet\u00e1rn\u00ed \u00farovni na to, abychom si mohli myslet, \u017ee sa\u00fadsk\u00e9 nebo \u010d\u00ednsk\u00e9 skupiny zaj\u00edm\u00e1 pouze 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 hospod\u00e1\u0159sk\u00fd r\u016fst p\u0159\u00edli\u0161 stagnuje na to, aby byli st\u00e1le p\u0159edm\u011btem touhy v\u0161ech spole\u010dnost\u00ed na sv\u011bt\u011b. Obrazn\u011b \u0159e\u010deno, Etihad<\/strong> nem\u00e1 na triku City<\/strong> z\u00edskat fanou\u0161ky z Mancuni nebo Brit\u00e1nie, ale rychle oslovit v\u0161echny, kte\u0159\u00ed se o fotbal alespo\u0148 okrajov\u011b zaj\u00edmaj\u00ed, bez ohledu na to, kde se nach\u00e1zej\u00ed. <\/p>\n

Je samoz\u0159ejm\u00e9, \u017ee se tak\u00e9 m\u011bn\u00ed – a to se ji\u017e d\u011bje – aktiva\u010dn\u00ed syst\u00e9m, kter\u00fd se st\u00e1le v\u00edce rozd\u011bluje na dva makrosyst\u00e9my. Je to syst\u00e9m supersponzor\u016f, kte\u0159\u00ed maj\u00ed z\u00e1jem t\u00e9m\u011b\u0159 v\u00fdhradn\u011b o vyu\u017eit\u00ed pr\u00e1v na jm\u00e9no\/obr\u00e1zek\/slavu a zviditeln\u011bn\u00ed na vysok\u00e9 \u00farovni, a pak je to syst\u00e9m sponzor\u016f ni\u017e\u0161\u00ed kategorie (o\u0161kliv\u00e9 slovo, kter\u00e9 by pot\u0159ebovalo d\u016fstojnou n\u00e1hradu), kte\u0159\u00ed budou st\u00e1le v\u00edce vyu\u017e\u00edvat mal\u00fdch, ale intenzivn\u00edch m\u00edstn\u00edch aktivac\u00ed zahrnuj\u00edc\u00edch pohostinsk\u00e9 aktivity a individu\u00e1ln\u00ed p\u0159\u00edtomnost. <\/p>\n

\"sportovn\u00ed<\/h3>\n

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

Fyzick\u00e9 hranice nejsou jedinou geografickou v\u00fdzvou, kterou moderna zpochyb\u0148uje. N\u00e1stup kryptom\u011bn, metaversa blog\u016f, blockchainu, NFT<\/strong> a dal\u0161\u00edch finan\u010dn\u00edch\/technologick\u00fdch hr\u00e1\u010d\u016f se sportovn\u00edmu odv\u011btv\u00ed vnutil s rychlost\u00ed, na kterou samo odv\u011btv\u00ed nemuselo b\u00fdt p\u0159ipraveno. Teprve p\u0159ed n\u011bkolika hodinami podepsala Scuderia Ferrari<\/strong> dohodu se spole\u010dnost\u00ed Velas Network<\/strong>, nov\u00fdm 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 zcela nov\u00e9 spole\u010dnosti, kter\u00e9 zbohatly na popularit\u011b bitcoinu a simili, vydaly dob\u00fdt sv\u011bt sportu a uzav\u0159ely mnohamilionov\u00e9 dohody, kter\u00e9 nov\u011b definovaly sc\u00e9n\u00e1\u0159: pro n\u011bkoho je to nov\u00fd tab\u00e1k nebo nov\u00e9 banky, ale rozd\u00edl je podstatn\u00fd. <\/p>\n

Na rozd\u00edl od „tradi\u010dn\u011bj\u0161\u00edch“ spole\u010dnost\u00ed (dal\u0161\u00ed o\u0161kliv\u00fd, nep\u0159esn\u00fd term\u00edn, kter\u00fd d\u00e1v\u00e1 negativn\u00ed konotaci n\u011b\u010demu, co ve skute\u010dnosti nic negativn\u00edho nem\u00e1) jsou tito nov\u00ed velc\u00ed investo\u0159i hluboce – a to ve v\u0161ech ohledech – dematerializovan\u00ed: nemaj\u00ed p\u0159esn\u011b dan\u00e9 fyzick\u00e9 um\u00edst\u011bn\u00ed, oslovuj\u00ed \u010dasto pono\u0159enou a velmi novou generaci c\u00edlov\u00fdch skupin, maj\u00ed zefektivn\u011bn\u00e9 struktury, kter\u00e9 jim – na \u00fakor jejich rozpo\u010dt\u016f – umo\u017e\u0148uj\u00ed velmi rychl\u00e9 fungov\u00e1n\u00ed a n\u00e1hl\u00e9 zm\u011bny sm\u011bru. Jsou v podstat\u011b pom\u011brn\u011b nezn\u00e1m\u00fdm zv\u00ed\u0159etem, kter\u00e9 se teprve m\u011b\u0159\u00ed. Ve skute\u010dnosti tyto spole\u010dnosti otev\u00edraj\u00ed pole nov\u00fdm typ\u016fm partnerstv\u00ed, n\u011bkdy zalo\u017een\u00fdm na vytv\u00e1\u0159en\u00ed NFT nebo specializovan\u00fdch kryptom\u011bn, jindy na \u010dist\u011b reputa\u010dn\u00edch aktivit\u00e1ch (to je nap\u0159\u00edklad p\u0159\u00edpad Crypto.com a n\u00e1kupu pr\u00e1v na pojmenov\u00e1n\u00ed ar\u00e9ny Los Angeles Lakers<\/strong> v n\u00e1vaznosti na sponzoring \u0161ampion\u00e1tu F1) a rozvoji zna\u010dky, aby se prosadily na trhu, kter\u00fd se rychle zapl\u0148uje. <\/p>\n

Navzdory rozpak\u016fm i n\u011bkter\u00fdch zasv\u011bcen\u00fdch a po\u010d\u00e1te\u010dn\u00edm man\u00e9vr\u016fm p\u0159i oslovov\u00e1n\u00ed t\u011bchto polozn\u00e1m\u00fdch objekt\u016f p\u0159edstavuj\u00ed digit\u00e1ln\u00ed finance ji\u017e sou\u010dasnost, nikoli budoucnost sportovn\u00edho marketingu. Z\u00edt\u0159ek, up\u0159\u00edmn\u011b \u0159e\u010deno pom\u011brn\u011b ned\u00e1vno, je jednozna\u010dn\u011b v metaverzu – megas\u00edti propojen\u00fdch s\u00edt\u00ed, kter\u00e9 zaru\u010duj\u00ed virtu\u00e1ln\u00ed sv\u011bty, ale naprosto re\u00e1ln\u00e9 z\u00e1\u017eitky a ekonomiku a kter\u00e9 p\u0159edstavuj\u00ed dal\u0161\u00ed velkou v\u011bc v digit\u00e1lu. Jestli\u017ee velk\u00e1 jm\u00e9na jako Meta, Amazon a Apple<\/strong> se na metaverzi p\u0159ipravuj\u00ed u\u017e l\u00e9ta, existuje mnoho t\u011bch, kte\u0159\u00ed u\u017e internet z\u00edt\u0159ka vybudovali – a pak o n\u011bm spekulovali, jak se to d\u011bje nap\u0159\u00edklad ve spole\u010dnosti Decentraland<\/strong>. Velk\u00e9 sportovn\u00ed spole\u010dnosti slibuj\u00ed, \u017ee se nenechaj\u00ed p\u0159edb\u011bhnout a poskytnou sv\u00fdm fanou\u0161k\u016fm a z\u00fa\u010dastn\u011bn\u00fdm stran\u00e1m nov\u00fd sv\u011bt p\u0159\u00edle\u017eitost\u00ed 3.0, kter\u00e9 si budou moci u\u017e\u00edvat v metaverzu (nebo metaverzu, v z\u00e1vislosti na definic\u00edch) a spravovat je prost\u0159ednictv\u00edm blockchainu a vlastn\u00edch NFT. <\/p>\n

T\u00e9matem je nyn\u00ed propojen\u00ed dvou sv\u011bt\u016f: virtu\u00e1ln\u00edho a vysoce digit\u00e1ln\u00edho sv\u011bta metaversa a re\u00e1ln\u00e9ho sv\u011bta, kter\u00fd je do zna\u010dn\u00e9 m\u00edry spjat shic et nunc<\/em> sportu. Mnoz\u00ed v metaverzu zahl\u00e9dli nov\u00fd zp\u016fsob, jak si u\u017e\u00edt sout\u011b\u017ee, z\u00e1pasy a utk\u00e1n\u00ed d\u00edky technologii virtu\u00e1ln\u00ed reality, velk\u00fdm dat\u016fm a statistik\u00e1m v re\u00e1ln\u00e9m \u010dase, ale pochybnosti o dosavadn\u00edm stavu t\u00e9to technologie p\u0159etrv\u00e1vaj\u00ed, zejm\u00e9na v souvislosti s obrovskou \u0161\u00ed\u0159kou p\u00e1sma, kterou by n\u011bkter\u00e9 platformy vy\u017eadovaly. Na druhou stranu se zd\u00e1, \u017ee metaverze nen\u00ed pro sv\u011bt elektronick\u00fdch sport\u016f, kter\u00fd po p\u0159ekvapiv\u00e9 medializaci v d\u016fsledku prvn\u00ed pandemick\u00e9 vlny dnes d\u00edky neust\u00e1le se roz\u0161i\u0159uj\u00edc\u00ed z\u00e1kladn\u011b hr\u00e1\u010d\u016f nad\u00e1le za\u017e\u00edv\u00e1 okam\u017eik absolutn\u00edho rozkv\u011btu, \u017e\u00e1dnou p\u0159ek\u00e1\u017ekou. Videohra -to je ji\u017e d\u00e1vno pochopeno- je nejen m\u00e9diem budoucnosti, ale tak\u00e9 evolu\u010dn\u00edm z\u00e1kladem mnoha technologi\u00ed, kter\u00e9 bude v p\u0159\u00ed\u0161t\u00edch letech pou\u017e\u00edvat ka\u017ed\u00fd. <\/p>\n

Z\u00e1v\u011brem \u00favah o metaversu a p\u0159eveden\u00edm na pap\u00edr obav, kter\u00e9 se objevily v ned\u00e1vn\u00e9m chatu na toto t\u00e9ma, je nad\u011bje, \u017ee za kou\u0159em je n\u011bjak\u00e1 pe\u010den\u011b. Vznik\u00e1 dojem, \u017ee mnoz\u00ed o tomto internetu budoucnosti mluv\u00ed, ale jen m\u00e1lokdo skute\u010dn\u011b pochopil, co se za n\u00edm skr\u00fdv\u00e1, a v\u00ed, jak nalo\u017eit s \u00factyhodn\u00fdm mno\u017estv\u00edm conditio sine qua nons, kter\u00e9 jsou pro p\u0159\u00edstup k n\u011bmu nezbytn\u00e9, jako je vlastnictv\u00ed digit\u00e1ln\u00ed pen\u011b\u017eenky a simili. <\/p>\n

N\u00e1vrat do energiz\u00e9ru<\/h3>\n

Na z\u00e1v\u011br tohoto – mo\u017en\u00e1 pon\u011bkud nesouvisl\u00e9ho – p\u0159ehledu t\u00e9mat sportovn\u00edho marketingu v roce 2022 je u\u017eite\u010dn\u00e9 ud\u011blat krok zp\u011bt a pokusit se pochopit celkov\u00fd obraz. Jak bylo zm\u00edn\u011bno na za\u010d\u00e1tku, pandemie vzala v\u00edko z Pando\u0159iny sk\u0159\u00ed\u0148ky a vypa\u0159ila mnoho nadstavbov\u00fdch prvk\u016f, kter\u00e9 na sportovn\u00ed ud\u00e1losti kladla moderna. M\u011bs\u00edce absence samotn\u00e9 sportovn\u00ed ud\u00e1losti vr\u00e1tily pozornost k z\u00e1klad\u016fm sportovn\u00edho syst\u00e9mu, tedy ke sportu samotn\u00e9mu. Pokud se nehraje, neb\u011bh\u00e1, nesout\u011b\u017e\u00ed, je v\u0161e ostatn\u00ed zbyte\u010dn\u00e9. V\u0161echno ostatn\u00ed, od soci\u00e1ln\u00edch s\u00edt\u00ed po metaverse, od geografick\u00fdch deklinac\u00ed po aktivace nov\u00e9 generace, je ve skute\u010dnosti zalo\u017eeno na emoc\u00edch a n\u00e1lad\u00e1ch vyvolan\u00fdch v\u00fdkonem \u0161ampiona, kr\u00e1sn\u00fdm technick\u00fdm gestem, radost\u00ed z v\u00edt\u011bzstv\u00ed, vzru\u0161en\u00edm z nezapomenuteln\u00e9 ud\u00e1losti. <\/p>\n

Pokud je tedy v centru v\u0161eho d\u011bn\u00ed na h\u0159i\u0161ti – a to samoz\u0159ejm\u011b nem\u016f\u017ee neb\u00fdt – pak se ot\u00e1zka konkurenceschopnosti st\u00e1v\u00e1 op\u011bt mimo\u0159\u00e1dn\u011b zaj\u00edmavou a je prvn\u00ed v\u011bc\u00ed, kterou je t\u0159eba chr\u00e1nit, kdy\u017e se d\u00edv\u00e1me na sport nikoli roku 2022, ale budoucnosti v\u016fbec. Ti, kdo se pod\u00edlej\u00ed na marketingu sportu*, mus\u00ed naj\u00edt mechanismy, kter\u00e9 zajist\u00ed, aby nep\u0159edv\u00eddatelnost, pod\u00edvan\u00e1, nejistota, souboj (samoz\u0159ejm\u011b sportovn\u00ed) byly v\u017edy kone\u010dn\u00fdm c\u00edlem t\u011bch, kdo po\u0159\u00e1daj\u00ed \u0161ampion\u00e1ty, seri\u00e1ly, akce a turnaje. <\/p>\n

Je to vlastn\u011b velmi modern\u00ed t\u00e9ma, i kdy\u017e stoj\u00ed na starobyl\u00fdch z\u00e1kladech. P\u0159e\u017eije MotoGP<\/strong> Rossiho<\/strong> lou\u010den\u00ed? M\u016f\u017ee existovat mistrovstv\u00ed sv\u011bta bez Messiho<\/strong> nebo Ronalda<\/strong>? M\u016f\u017ee NBA prosperovat, kdy\u017e vyhr\u00e1vaj\u00ed t\u00fdmy mimo velk\u00e9 trhy? Odpov\u011b\u010f na tuto ot\u00e1zku zn\u00ed z\u0159ejm\u011b ano, pokud se v\u017edy najdou zp\u016fsoby, jak zajistit skv\u011blou pod\u00edvanou na trati, respektive na tr\u00e1vn\u00edku a parketu. V tomto smyslu, jak ji\u017e bylo zm\u00edn\u011bno, byl obzvl\u00e1\u0161t\u011b pou\u010dn\u00fd \u0161ampion\u00e1t formule 1 v roce 2021, kter\u00fd vyhr\u00e1l Max Verstappen<\/strong>, ale p\u0159edev\u0161\u00edm se o n\u011bm rozhodlo v posledn\u00edm kole posledn\u00edho z\u00e1vodu. Tent\u00fd\u017e sport, kter\u00fd byl po l\u00e9ta ozna\u010dov\u00e1n za nudnou estr\u00e1du, letos okouzlil sv\u011bt nap\u00ednav\u00fdmi bitvami a st\u0159etem dvou velk\u00fdch \u0161ampion\u016f. <\/p>\n

Nadch\u00e1zej\u00edc\u00ed rok<\/h3>\n

Z\u00e1v\u011brem lze \u0159\u00edci, \u017ee nadch\u00e1zej\u00edc\u00ed rok 2022 ji\u017e ve skute\u010dnosti nastal a dostate\u010dn\u011b jasn\u011b p\u0159edstavuje v\u00fdzvy, slo\u017eitosti a z\u00e1sadn\u00ed ot\u00e1zky pro sport a sportovn\u00ed marketing. Mnoh\u00e9 z t\u011bchto v\u00fdzev byly uvedeny v p\u0159edchoz\u00edch \u0159\u00e1dc\u00edch, mnoh\u00e9 by pot\u0159ebovaly dal\u0161\u00ed zkoum\u00e1n\u00ed. Pandemie Covid-19<\/strong> a \u0159\u00e1d\u011bn\u00ed varianty Omicron budou st\u00e1le hlavn\u00edmi titulky v novin\u00e1ch, ale \u00fast\u0159edn\u00ed postaven\u00ed zem\u00ed Persk\u00e9ho z\u00e1livu, role kryptom\u011bn a metaverza a nutnost postavit konkurenceschopnost do centra nadch\u00e1zej\u00edc\u00edch sout\u011b\u017e\u00ed p\u0159edstavuj\u00ed budoucnost na\u0161\u00ed profese a jej\u00edch aspekt\u016f. <\/p>\n

Jak se dnes \u0159\u00edk\u00e1, sport a sportovn\u00ed marketing si nemohou dovolit nep\u0159izp\u016fsobit se zm\u011bn\u00e1m a mnoha prom\u011bn\u00e1m, kter\u00e9 p\u0159in\u00e1\u0161\u00ed modern\u00ed doba. Naopak, pokud si cht\u011bj\u00ed udr\u017eet vedouc\u00ed roli, kterou hraj\u00ed v ka\u017edodenn\u00edm \u017eivot\u011b, jsou povinny se t\u011bmto trend\u016fm, obt\u00ed\u017e\u00edm a inovac\u00edm nejprve p\u0159izp\u016fsobit a pot\u00e9 je p\u0159edv\u00eddat. <\/p>\n

Komisa\u0159 NBA Adam Silver<\/strong> v ned\u00e1vn\u00e9m \u010dl\u00e1nku v \u010dasopise Sports Illustrated prohl\u00e1sil: „Sport byl v na\u0161\u00ed spole\u010dnosti sv\u00e9ho druhu zvon\u00edkem. Na\u0161e schopnost naj\u00edt zp\u016fsob, jak pokra\u010dovat v \u010dinnosti, je v\u00fdznamn\u00e1 i pro spole\u010dnost, aby uk\u00e1zala, \u017ee existuj\u00ed zp\u016fsoby, jak \u017e\u00edt i v t\u00e9to dob\u011b „**. Jsou to zaj\u00edmav\u00e1 slova, kter\u00e1 zazn\u011bla z \u00fast \u0161\u00e9fa jedn\u00e9 z nejv\u00fdznamn\u011bj\u0161\u00edch sportovn\u00edch lig na sv\u011bt\u011b a kter\u00e1 ozna\u010duj\u00ed dal\u0161\u00ed, mo\u017en\u00e1 posledn\u00ed a posledn\u00ed t\u00e9ma na dlouh\u00e1 l\u00e9ta dop\u0159edu. Jak ka\u017ed\u00fd v\u00ed, sport je v\u00edc ne\u017e jen forma z\u00e1bavy nebo tr\u00e1ven\u00ed voln\u00e9ho \u010dasu: je to komplexn\u00ed spole\u010densk\u00fd a kulturn\u00ed objekt s nes\u010detn\u00fdmi praktick\u00fdmi, konkr\u00e9tn\u00edmi a \u017eiv\u00fdmi aplikacemi a d\u016fsledky. <\/p>\n

Pochopen\u00ed, \u0159\u00edzen\u00ed, komunikace a zvl\u00e1d\u00e1n\u00ed t\u011bchto d\u016fsledk\u016f<\/strong> je pravd\u011bpodobn\u011b nejd\u016fle\u017eit\u011bj\u0161\u00edm \u00fakolem pro nadch\u00e1zej\u00edc\u00ed a p\u0159\u00ed\u0161t\u00ed rok.<\/p>\n

 <\/p>\n

 <\/p>\n

\n

* Nebudeme se zde zab\u00fdvat dichotomi\u00ed mezi sportovn\u00edm marketingem a sportovn\u00edm marketingem, ale sta\u010d\u00ed zjednodu\u0161en\u011b \u0159\u00edci, \u017ee prvn\u00ed se zab\u00fdv\u00e1 propagac\u00ed sportovn\u00edho produktu nebo produkt\u016f, zat\u00edmco druh\u00fd se zab\u00fdv\u00e1 vyu\u017eit\u00edm sportu k propagaci produkt\u016f nebo slu\u017eeb t\u0159et\u00edch stran.<\/p>\n

** „Sport je pro na\u0161i spole\u010dnost jak\u00fdmsi u\u010ditelem. Na\u0161e schopnost p\u0159ekon\u00e1vat probl\u00e9my a pokra\u010dovat ve sv\u00e9m fungov\u00e1n\u00ed je pro spole\u010dnost stejn\u011b d\u016fle\u017eit\u00e1, aby uk\u00e1zala, \u017ee existuj\u00ed \u0159e\u0161en\u00ed probl\u00e9m\u016f t\u00e9to historick\u00e9 epochy.<\/p>\n","protected":false},"excerpt":{"rendered":"

Pro\u017e\u00edv\u00e1me zaj\u00edmav\u00e9 roky. P\u0159edev\u0161\u00edm pro\u017e\u00edv\u00e1me roky, kter\u00e9 jsou zna\u010dn\u011b prom\u011bnliv\u00e9 a pln\u00e9 neust\u00e1l\u00fdch zm\u011bn rovnov\u00e1hy. V tomto v\u011b\u010dn\u00e9m p\u0159et\u0159\u00e1s\u00e1n\u00ed vah, v neust\u00e1l\u00e9m hled\u00e1n\u00ed pravidelnosti, kterou je dnes up\u0159\u00edmn\u011b \u0159e\u010deno obt\u00ed\u017en\u00e9 definovat, se i sv\u011bt sportu stal nouzov\u00fdm ka\u017edodenn\u00edm jevem a musel se znovu definovat, je\u0161t\u011b ne\u017e se mohl znovu objevit. Jak se \u0159\u00edk\u00e1 v reklam\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":[20277,20238,20228],"tags":[],"class_list":["post-295243","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motogp-10-7","category-sportovni-marketing-cs","category-sportovni-sponzorstvi"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSportovn\u00ed marketing v roce 2022 mezi protokoly - Blogy a p\u0159echody<\/title>\n<meta name=\"description\" content=\"Trendy sportovn\u00edho marketingu v roce 2022, kam tato discipl\u00edna sm\u011b\u0159uje?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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