{"id":295553,"date":"2025-07-08T18:05:27","date_gmt":"2025-07-08T16:05:27","guid":{"rendered":"https:\/\/rtrsports.com\/5-skvelych-napadu-pro-aktivaci-sponzoringu-v-motoristickem-sportu\/"},"modified":"2025-07-09T16:21:26","modified_gmt":"2025-07-09T14:21:26","slug":"5-skvelych-napadu-pro-aktivaci-sponzoringu-v-motoristickem-sportu","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/5-brilantnich-napadu-na-sponzorskou-aktivitu-v-motorovych-sportech\/","title":{"rendered":"5 skv\u011bl\u00fdch n\u00e1pad\u016f pro aktivaci sponzoringu v motoristick\u00e9m sportu"},"content":{"rendered":"

N\u011bkolikr\u00e1t jsme mluvili a psali o aktivac\u00edch a sd\u00edleli a analyzovali mnoho n\u00e1pad\u016f<\/strong> a p\u0159\u00edklad\u016f sportovn\u00edch aktivac\u00ed<\/strong>; v nejbli\u017e\u0161\u00ed dob\u011b s t\u00edm nep\u0159estaneme. Ano, proto\u017ee sponzorsk\u00e9 aktivace ve sportu<\/strong> jsou z\u00e1sadn\u00ed a kl\u00ed\u010dovou sou\u010d\u00e1st\u00ed ka\u017ed\u00e9ho partnerstv\u00ed a projektu, do kter\u00e9ho investujete. Aby byly spole\u010dnosti\/zna\u010dky, kter\u00e9 investuj\u00ed do sponzorsk\u00e9ho programu, \u00fasp\u011b\u0161n\u00e9 a efektivn\u011b oslovily sv\u00e9 publikum, m\u011bly by investovat tak\u00e9 do aktiva\u010dn\u00edho programu. <\/p>\n

Mo\u017en\u00e1 se pt\u00e1te: co to znamen\u00e1? Co je aktivace?<\/strong><\/p>\n

Vra\u0165me se k z\u00e1klad\u016fm: zobrazen\u00ed zna\u010dky\/loga na livreji z\u00e1vodn\u00edho vozu, na motorce, na dresu fotbalov\u00e9ho \u010di kriketov\u00e9ho klubu nebo na tabul\u00edch u tenisov\u00e9ho kurtu \u010di stadionu nesta\u010d\u00ed k tomu, abyste sv\u00e9 z\u00e1kazn\u00edky\/fanou\u0161ky aktivn\u011b a zapamatovateln\u011b zaujali. Pov\u011bdom\u00ed o zna\u010dce je jist\u011b d\u016fle\u017eit\u00e9, kdy\u017e se rozhodnete investovat do sportovn\u00edho sponzoringu, je to sou\u010d\u00e1st takzvan\u00e9ho „sponzorsk\u00e9ho bal\u00ed\u010dku“, ale pak mus\u00edte navrhnout a vybudovat doprovodn\u00e9 aktivity, kter\u00e9 budou aktivn\u011b hovo\u0159it s va\u0161\u00ed c\u00edlovou skupinou, a vytvo\u0159\u00ed tak hlub\u0161\u00ed a siln\u011bj\u0161\u00ed vztah. B\u00fdt vid\u011bn nesta\u010d\u00ed. <\/p>\n

Tak\u017ee zp\u011bt k va\u0161\u00ed ot\u00e1zce: sponzorsk\u00e9 aktivace jsou celou \u0159adou akc\u00ed, kter\u00e9 v\u00e1m jako zna\u010dce\/spole\u010dnosti umo\u017e\u0148uj\u00ed aktivn\u011b komunikovat s va\u0161\u00ed c\u00edlovou skupinou, konkr\u00e9tn\u011b ji zapojit, abyste si zna\u010dku\/produkt v dob\u011b n\u00e1kupu siln\u011b a pozitivn\u011b zapamatovali.<\/strong><\/p>\n

Motoristick\u00fd sport, a konkr\u00e9tn\u011b F1,<\/a> byl v\u017edy jedn\u00edm z nejinovativn\u011bj\u0161\u00edch sportovn\u00edch odv\u011btv\u00ed, a to nejen z technologick\u00e9ho a sportovn\u00edho hlediska, ale tak\u00e9 z hlediska marketingov\u00fdch aktivit a zapojen\u00ed. V tomto \u010dl\u00e1nku bychom v\u00e1s r\u00e1di provedli n\u011bkolika netradi\u010dn\u00edmi a zaj\u00edmav\u00fdmi n\u00e1pady na aktivaci sponzoringu<\/strong>. Vybrali jsme 5 z nich, v\u0161echny z oblasti motoristick\u00e9ho sportu. <\/strong><\/p>\n

1. Redbull<\/h2>\n

Pokud jde o p\u0159\u00edklady aktivace sponzor\u016f<\/strong> a sponzorsk\u00e9 aktivace, nelze nezm\u00ednit spole\u010dnost Redbull: spole\u010dnost nejzn\u00e1m\u011bj\u0161\u00edho energetick\u00e9ho n\u00e1poje, kter\u00e1 od sam\u00e9ho po\u010d\u00e1tku investuje do sportu a vytv\u00e1\u0159\u00ed skv\u011bl\u00e9 netradi\u010dn\u00ed akce a aktivity souvisej\u00edc\u00ed s jej\u00edmi sponzorsk\u00fdmi programy, a proto vytvo\u0159ila obrovsk\u00e9 mno\u017estv\u00ed obsahu. V\u0161echny tyto obsahy poskytovaly a st\u00e1le poskytuj\u00ed silnou platformu pro zapojen\u00ed a komunikaci s fanou\u0161ky a spot\u0159ebiteli. <\/p>\n

Zejm\u00e9na t\u00fdm RedBull Racing F1<\/strong> je v\u017edy velmi aktivn\u00ed, a to jak v oblasti digit\u00e1ln\u00edch aktivit, tak i v ter\u00e9nu.<\/p>\n

Ur\u010dit\u011b v\u00e1m neuniklo neuv\u011b\u0159iteln\u00e9 video (vlastn\u011b sp\u00ed\u0161 film ne\u017e video) Maxe Verstappena z Palerma do Mil\u00e1na, kter\u00e9 propaguje italsk\u00fd z\u00e1vod F1. Velkolep\u00e9 video nato\u010den\u00e9 ve velmi \u00fazk\u00fdch uli\u010dk\u00e1ch Palerma na Sic\u00edlii, ve kter\u00e9m Max svi\u0161t\u00ed se svou F1 ve snaze chytit lo\u010f, kter\u00e1 ho odveze na pevninu a pot\u00e9 se bude moci z\u00fa\u010dastnit GP. Video vyzdvihuje n\u00e1m\u011bst\u00ed a n\u00e1dhern\u00e9 pam\u00e1tky m\u011bsta, stejn\u011b jako v\u0161echna charakteristick\u00e1 m\u00edsta, jako je trh, pl\u00e1\u017e Mondello, katedr\u00e1la. <\/p>\n

Pro t\u00fdm Red Bull to nen\u00ed \u017e\u00e1dn\u00e1 novinka: \u010dty\u0159kolka F1 se proh\u00e1n\u011bla v ulic\u00edch Istanbulu, Pa\u0159\u00ed\u017ee, Prahy, v \u010cesk\u00e9 republice, v pou\u0161ti v Jord\u00e1nsku, na ledu i sn\u011bhu. Vid\u011bli jsme v\u016fz, kter\u00fd vyz\u00fdval letadla, MotoGP<\/strong><\/a> a motokrosov\u00e9 motorky, ly\u017ea\u0159sk\u00e9 \u0161ampiony na sjezdovk\u00e1ch: zkr\u00e1tka skute\u010dn\u011b aktivn\u00ed a dobrodru\u017en\u00fd v\u016fz p\u0159ipraven\u00fd na jakoukoli nemo\u017enou ud\u00e1lost a v\u00fdzvu. Z\u00e1bavn\u00e1, alternativn\u00ed a vzru\u0161uj\u00edc\u00ed a netradi\u010dn\u00ed videa, kter\u00e1 t\u00fdden co t\u00fdden zaujmou a pobav\u00ed div\u00e1ky, a nav\u00edc zviditeln\u011bn\u00ed zna\u010dky pro v\u0161echny partnery na soci\u00e1ln\u00edch s\u00edt\u00edch, v novin\u00e1ch, \u010dasopisech atd. <\/p>\n

2. DHL<\/h2>\n

Spole\u010dnost DHL nab\u00edz\u00ed jedny z nejlep\u0161\u00edch sportovn\u00edch aktivit v roce 2021<\/strong>. Tato p\u0159epravn\u00ed a doru\u010dovac\u00ed spole\u010dnost je vyzr\u00e1l\u00fdm partnerem F1 a MotoGP<\/strong> a v\u017edy stoj\u00ed v \u010dele tvorby obsahu a aktivac\u00ed. Zejm\u00e9na v t\u011bchto dnech p\u0159i\u0161el nejrychlej\u0161\u00ed kur\u00fdr F1 s kr\u00e1sn\u00fdm videem u p\u0159\u00edle\u017eitosti uveden\u00ed filmu o Jamesi Bondovi<\/strong> Nen\u00ed \u010das um\u00edrat. Pozorn\u00fd a sv\u011bdomit\u00fd doru\u010dovatel p\u0159esn\u011b doru\u010dil z\u00e1silku nejslavn\u011bj\u0161\u00edmu tajn\u00e9mu agentovi na sv\u011bt\u011b a sledoval ho p\u0159i jeho mnoha bezohledn\u00fdch dobrodru\u017estv\u00edch. Pokud jste ho je\u0161t\u011b nevid\u011bli, najd\u011bte si ho na Youtube, je opravdu vtipn\u00fd a geni\u00e1ln\u00ed. <\/p>\n

Spole\u010dnost DHL tak\u00e9 vytvo\u0159ila webov\u00e9 str\u00e1nky a \u00fa\u010dty na soci\u00e1ln\u00edch s\u00edt\u00edch v\u011bnovan\u00e9 sponzorstv\u00ed, kde jsou sd\u00edleny a propagov\u00e1ny v\u0161echny ud\u00e1losti souvisej\u00edc\u00ed s partnerstv\u00edm v z\u00e1vodech F1, Formule E a MotoGp; videa, informace, z\u00e1kulis\u00ed, ale tak\u00e9 mnoho sout\u011b\u017e\u00ed a propaga\u010dn\u00edch akc\u00ed pro zapojen\u00ed fanou\u0161k\u016f. Moje obl\u00edben\u00e1 je „Koment\u00e1torsk\u00e1 v\u00fdzva“: d\u00e1vaj\u00ed u\u017eivateli mo\u017enost st\u00e1t se na jeden den koment\u00e1torem F1. Nebo sout\u011b\u017e „navrhni si selfie“, d\u00edky n\u00ed\u017e m\u016f\u017eete vyhr\u00e1t vstupenky na sez\u00f3nu 2022, \u010di „kv\u00edz osobnosti Formule E“, kter\u00fd v\u00e1m umo\u017en\u00ed pochopit, jak\u00fd typ fanou\u0161k\u016f jste, a vyhr\u00e1t ceny souvisej\u00edc\u00ed se z\u00e1vody. <\/p>\n

3. Heineken<\/h2>\n

Dal\u0161\u00ed spole\u010dnost, kter\u00e1 v\u017edy vyu\u017e\u00edvala sv\u00e9 sponzorsk\u00e9 programy, od fotbalu po F1. Ka\u017ed\u00e1 jednotliv\u00e1 aktivita je pro m\u011b jen v\u00fdkladn\u00ed sk\u0159\u00edn\u00ed, kterou je t\u0159eba zm\u00ednit, p\u0159\u00edkladn\u00e1. Heineken, stejn\u011b jako DHL, m\u00e1 webov\u00e9 str\u00e1nky v\u011bnovan\u00e9 sponzoringu, kde najdete novinky, videa, propaga\u010dn\u00ed akce, akce, speci\u00e1ln\u00ed balen\u00ed atd. a tak d\u00e1le. Na oslavu Velk\u00e9 ceny F1 v Holandsku uspo\u0159\u00e1dal Heineken na okruhu speci\u00e1ln\u00ed koncert, jedine\u010dn\u00e9 vystoupen\u00ed slavn\u00e9ho DJ Tiesta na trati. Fanou\u0161ci se mohli akce z\u00fa\u010dastnit v \u017eiv\u00e9m p\u0159enosu. Tot\u00e9\u017e se uskute\u010dnilo v It\u00e1lii na oslavu GP It\u00e1lie s \u017eiv\u00fdmi DJ sety z Heineken Green Baru v Mil\u00e1n\u011b<\/strong> a rovn\u011b\u017e s \u017eiv\u00fdm p\u0159enosem; podle na\u0161eho n\u00e1zoru \u0161lo o jednu z nejlep\u0161\u00edch sportovn\u00edch sponzorsk\u00fdch aktivac\u00ed v roce 2020<\/strong>. <\/p>\n

Za zm\u00ednku stoj\u00ed tak\u00e9 skv\u011bl\u00e9 vyu\u017eit\u00ed sv\u011bdectv\u00ed \/ ambasador\u016f: od Davida Coultharda, kter\u00fd hovo\u0159\u00ed o F1, po Nica Rosberga, kter\u00fd propaguje nov\u00fd obsah t\u00fdkaj\u00edc\u00ed se Formule E a udr\u017eitelnosti. \u0160irok\u00fd zp\u016fsob, jak oslovit r\u016fzn\u00e9 c\u00edlov\u00e9 skupiny ve stejn\u00fd okam\u017eik. <\/p>\n

Nejlep\u0161\u00ed propaga\u010dn\u00ed akc\u00ed, kterou nem\u016f\u017eeme nezm\u00ednit, je sout\u011b\u017e, kter\u00e1 umo\u017enila vyhr\u00e1t st\u011bnu v boxech F1. „Ultimate Race Sunday Experience“: skute\u010dnou repliku z\u00e1vodn\u00ed pit wall s videi a podrobn\u00fdmi informacemi o d\u011bn\u00ed na trati, abyste mohli pro\u017e\u00edt z\u00e1\u017eitek z trati z domova s rodinou a p\u0159\u00e1teli. Tak skv\u011bl\u00e9! Z\u00fa\u010dastnil jsem se, ale bohu\u017eel jsem nevyhr\u00e1l. <\/p>\n

4. Klipsch Audio<\/h2>\n

Dal\u0161\u00ed skv\u011bl\u00fd p\u0159\u00edklad sponzoringu ve sportu a n\u00e1sledn\u00e9 aktivace poch\u00e1z\u00ed od spole\u010dnosti Klipsch Audio. Reproduktory, audio za\u0159\u00edzen\u00ed a sluch\u00e1tka nejvy\u0161\u0161\u00ed kvality pro lep\u0161\u00ed poslech hudby doma i na cest\u00e1ch. Skv\u011bl\u00fd styl, technologie a v\u00fdkon na nejvy\u0161\u0161\u00ed \u00farovni, tak\u017ee jak\u00fd lep\u0161\u00ed partner ne\u017e t\u00fdm F1 McLaren<\/strong>? Jako partne\u0159i t\u00fdmu McLaren si berou tipy a n\u00e1pady ze sv\u011bta z\u00e1vod\u016f a vytv\u00e1\u0159ej\u00ed alternativn\u00ed obsah a aktivity a tak\u00e9 produkty, jako jsou n\u00e1dhern\u00e1 sluch\u00e1tka z edice McLaren<\/strong>, kter\u00e1 jsou D\u00e1vej na oslavu ka\u017ed\u00e9 GP po cel\u00e9m sv\u011bt\u011b. Rozs\u00e1hl\u00e1 tvorba vide\u00ed a obsahu souvisej\u00edc\u00edho s t\u00fdmem F1 a skv\u011bl\u00e9 vyu\u017eit\u00ed jednoho z jejich jezdc\u016f, vychov\u00e1vaj\u00edc\u00ed hv\u011bzdy Landa Norrise; ten je dokonal\u00fdm sv\u011bdectv\u00edm, kter\u00e9 oslovuje mlad\u0161\u00ed a dynami\u010dt\u011bj\u0161\u00ed c\u00edlovou skupinu. <\/p>\n

5. NettApp<\/h2>\n

Dal\u0161\u00ed spole\u010dnost, kter\u00e1 velmi pe\u010dliv\u011b vyu\u017e\u00edv\u00e1 sponzorstv\u00ed t\u00fdmu MotoGP Ducati Corse<\/strong>i t\u00fdmu F1 Aston Martin.<\/p>\n

Data a simulace hraj\u00ed ve sv\u011bt\u011b z\u00e1vod\u016f z\u00e1sadn\u00ed roli a jak\u00e1 lep\u0161\u00ed uk\u00e1zka by se m\u011bla pod\u011blit se spot\u0159ebiteli ne\u017e data dvou \u0161pi\u010dkov\u00fdch t\u00fdm\u016f nejsledovan\u011bj\u0161\u00edch motoristick\u00fdch \u0161ampion\u00e1t\u016f na sv\u011bt\u011b. Informativn\u00ed videa, digit\u00e1ln\u00ed ud\u00e1losti, podrobn\u00e9 post\u0159ehy, informace z trati: u\u017eivatel\u00e9 mohou na soci\u00e1ln\u00edch s\u00edt\u00edch NetApp naj\u00edt v\u0161echny informace, aby mohli sledovat sv\u00e9 idoly na trati a pochopit v\u00fdznam dat a spolehlivost t\u011bch, kte\u0159\u00ed je spravuj\u00ed. <\/p>\n

To je jen n\u011bkolik p\u0159\u00edklad\u016f toho, jak velk\u00e9 spole\u010dnosti\/zna\u010dky vyu\u017e\u00edvaj\u00ed sponzoring k zapojen\u00ed a pobaven\u00ed fanou\u0161k\u016f.<\/p>\n

Jako sportovn\u00ed marketing a sportovn\u00ed aktiva\u010dn\u00ed agentura<\/strong><\/a> se s v\u00e1mi o n\u011b r\u00e1di pod\u011bl\u00edme, aby lid\u00e9 pochopili, jak d\u016fle\u017eit\u00e9 je vytv\u00e1\u0159et alternativn\u00ed aktivity a obsah.<\/p>\n

Fanou\u0161ci, ale i ve\u0159ejnost obecn\u011b, cht\u011bj\u00ed sledovat a \u010d\u00edst alternativn\u00ed obsah, zaj\u00edmaj\u00ed je aspekty, kter\u00e9 nelze vid\u011bt z gau\u010de. Post\u0159ehy, z\u00e1kulis\u00ed, propaga\u010dn\u00ed akce, speci\u00e1ln\u00ed ud\u00e1losti: m\u00e1te z \u010deho vyb\u00edrat. Sta\u010d\u00ed b\u00fdt jen trochu kreativn\u00ed nebo se \u0159\u00eddit n\u00e1vrhy sv\u00e9ho poradce pro sportovn\u00ed marketing. <\/p>\n

Pokud se chcete prohloubit, dozv\u011bd\u011bt se v\u00edce nebo z\u00edskat n\u011bjak\u00e9 n\u00e1pady, nev\u00e1hejte n\u00e1s kontaktovat<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"

N\u011bkolikr\u00e1t jsme mluvili a psali o aktivac\u00edch a sd\u00edleli a analyzovali mnoho n\u00e1pad\u016f a p\u0159\u00edklad\u016f sportovn\u00edch aktivac\u00ed; v nejbli\u017e\u0161\u00ed dob\u011b s t\u00edm nep\u0159estaneme. Ano, proto\u017ee sponzorsk\u00e9 aktivace ve sportu jsou z\u00e1sadn\u00ed a kl\u00ed\u010dovou sou\u010d\u00e1st\u00ed ka\u017ed\u00e9ho partnerstv\u00ed a projektu, do kter\u00e9ho investujete. Aby byly spole\u010dnosti\/zna\u010dky, kter\u00e9 investuj\u00ed do sponzorsk\u00e9ho programu, \u00fasp\u011b\u0161n\u00e9 a efektivn\u011b oslovily sv\u00e9 publikum, […]<\/p>\n","protected":false},"author":17,"featured_media":192396,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20233,20277,20230,20229],"tags":[],"class_list":["post-295553","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formule1","category-motogp-10-7","category-sportovni-marketing","category-sportovni-sponzoring"],"acf":[],"contentshake_article_id":"","yoast_head":"\nP\u0159\u00edklady sportovn\u00ed aktivace v motoristick\u00e9m sportu<\/title>\n<meta name=\"description\" content=\"V tomto \u010dl\u00e1nku bychom v\u00e1s r\u00e1di provedli n\u011bkolika netradi\u010dn\u00edmi a zaj\u00edmav\u00fdmi p\u0159\u00edklady aktivace sponzoringu.\" \/>\n<meta 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