{"id":295606,"date":"2025-07-09T16:30:24","date_gmt":"2025-07-09T14:30:24","guid":{"rendered":"https:\/\/rtrsports.com\/jak-vytvorit-sponzorsky-program-motogp-2022-pro-vasi-firmu\/"},"modified":"2025-07-09T16:30:24","modified_gmt":"2025-07-09T14:30:24","slug":"jak-vytvorit-sponzorsky-program-motogp-2022-pro-vasi-firmu","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/how-to-build-a-sponsorship-program-2022-in-motogp-for-your-business\/","title":{"rendered":"Jak vytvo\u0159it sponzorsk\u00fd program MotoGP 2022 pro va\u0161i firmu"},"content":{"rendered":"

Zah\u00e1jen\u00ed programu sponzoringu v MotoGP<\/strong><\/a> pro va\u0161i spole\u010dnost vy\u017eaduje \u010das a jasn\u00fd soubor c\u00edl\u016f a priorit. A\u010dkoli v\u0161echny velk\u00e9 sportovn\u00ed sponzorsk\u00e9 programy mohou za\u010d\u00edt od stejn\u00fdch z\u00e1klad\u016f, principy jsou pro ka\u017edou discipl\u00ednu stejn\u00e9, je velmi odli\u0161n\u00e9 budovat program v motoristick\u00fdch z\u00e1vodech a nap\u0159\u00edklad v placht\u011bn\u00ed nebo v tenise. Nejen proto, \u017ee ka\u017ed\u00fd sport m\u00e1 sv\u00e1 specifika a nuance, ale tak\u00e9 proto, \u017ee se li\u0161\u00ed doba, zp\u016fsoby a mo\u017enosti aktivace. <\/p>\n

Dnes se v kr\u00e1tkosti pod\u00edv\u00e1me na to, jak vytvo\u0159it sponzorsk\u00fd program MotoGP pro va\u0161i spole\u010dnost. Cel\u00fd proces projdeme v 15 kroc\u00edch. Ka\u017ed\u00fd z t\u011bchto krok\u016f by z\u0159ejm\u011b pot\u0159eboval mnohem podrobn\u011bj\u0161\u00ed rozpracov\u00e1n\u00ed, ale prozat\u00edm v\u00e1m poskytneme \u0161ir\u0161\u00ed obr\u00e1zek. <\/p>\n

Ne\u017e se do toho pust\u00edme po hlav\u011b, dovolte mi kr\u00e1tkou p\u0159edmluvu: n\u00e1sleduj\u00edc\u00ed kroky jsou ur\u010deny pro ty spole\u010dnosti, kter\u00e9 cht\u011bj\u00ed postupovat samostatn\u011b bez pomoci odborn\u00edka. profesion\u00e1ln\u00ed sportovn\u00ed marketingov\u00e9 spole\u010dnosti<\/strong><\/a>. Nem\u016f\u017eeme dostate\u010dn\u011b zd\u016fraznit, jak d\u016fle\u017eit\u00e1 je role agentury, zejm\u00e9na pro ty spole\u010dnosti, kter\u00e9 se do vody no\u0159\u00ed poprv\u00e9. P\u0159esto\u017ee jsme zaujat\u00ed, ch\u00e1peme tak\u00e9, \u017ee existuj\u00ed lid\u00e9, kte\u0159\u00ed d\u00e1vaj\u00ed p\u0159ednost p\u0159\u00edm\u011bj\u0161\u00edmu p\u0159\u00edstupu „ud\u011blej si s\u00e1m“. Doufejme, \u017ee n\u00e1sleduj\u00edc\u00ed odstavce usnadn\u00ed i jim pochopit, jak vstoupit do pom\u011brn\u011b slo\u017eit\u00e9ho sc\u00e9n\u00e1\u0159e (nen\u00ed to \u017e\u00e1dn\u00e1 raketov\u00e1 v\u011bda, ale ani hra\u010dka). <\/p>\n

Zde je 15 krok\u016f, kter\u00e9 mus\u00edte ud\u011blat, abyste mohli vytvo\u0159it sponzorsk\u00fd program MotoGP:<\/strong><\/p>\n

    \n
  1. C\u00edle a vize<\/strong><\/li>\n
  2. Sestavov\u00e1n\u00ed rozpo\u010dtu<\/strong><\/li>\n
  3. Sport proti sv\u011btu<\/strong><\/li>\n
  4. Z\u00e1vazek a pl\u00e1nov\u00e1n\u00ed<\/strong><\/li>\n
  5. Pr\u016fzkum r\u016fzn\u00fdch sportovn\u00edch nemovitost\u00ed<\/strong><\/li>\n
  6. Kr\u00e1tk\u00fd seznam<\/strong><\/li>\n
  7. P\u0159ezkum n\u00e1vrh\u016f<\/strong><\/li>\n
  8. Retu\u0161ov\u00e1n\u00ed<\/strong><\/li>\n
  9. Rozhodovac\u00ed proces<\/strong><\/li>\n
  10. Definice smlouvy<\/strong><\/li>\n
  11. Vypracov\u00e1n\u00ed pl\u00e1nu sponzoringu<\/strong><\/li>\n
  12. Role a definice pracovn\u00edk\u016f<\/strong><\/li>\n
  13. Medi\u00e1ln\u00ed pl\u00e1nov\u00e1n\u00ed<\/strong><\/li>\n
  14. Zah\u00e1jen\u00ed sponzoringu<\/strong><\/li>\n
  15. Anal\u00fdza a pod\u00e1v\u00e1n\u00ed zpr\u00e1v<\/strong><\/li>\n<\/ol>\n

     <\/p>\n

    C\u00edle a vize<\/h2>\n

    Jestli jsme se n\u011bco nau\u010dili v na\u0161em 25 let zku\u0161enost\u00ed<\/strong><\/a> jako sponzorsk\u00e1 agentura v motorsportu, je to, \u017ee toto je nejd\u016fle\u017eit\u011bj\u0161\u00ed polo\u017eka na seznamu. Jasn\u00e9 pochopen\u00ed c\u00edl\u016f va\u0161\u00ed spole\u010dnosti, a to jak na stran\u011b marketingu, tak na stran\u011b prodeje, toho, kde se jako spole\u010dnost nach\u00e1z\u00edte, va\u0161eho \u010dasov\u00e9ho r\u00e1mce a va\u0161\u00ed vize jako zna\u010dky: to jsou kl\u00ed\u010dov\u00e9 body pro jak\u00fdkoli sponzorsk\u00fd program. <\/p>\n

    Sestavov\u00e1n\u00ed rozpo\u010dtu<\/h2>\n

    Na rozd\u00edl od toho, co si n\u011bkte\u0159\u00ed market\u00e9\u0159i z\u0159ejm\u011b mysl\u00ed, ne, rozpo\u010det nen\u00ed k dispozici, pokud se projekt l\u00edb\u00ed veden\u00ed. M\u00edt jasnou p\u0159edstavu o tom, kolik pen\u011bz je na celou operaci k dispozici, je z\u00e1sadn\u00ed, proto\u017ee r\u016fzn\u00e9 nemovitosti maj\u00ed r\u016fzn\u00e9 ceny a r\u016fzn\u00e9 \u00farovn\u011b sponzoringu maj\u00ed r\u016fzn\u00e9 ceny<\/strong><\/a>. Krom\u011b toho m\u011bjte na pam\u011bti, \u017ee v p\u0159\u00edpad\u011b pot\u0159eby budete pot\u0159ebovat tak\u00e9 prost\u0159edky na aktivaci, dal\u0161\u00ed person\u00e1l a logistiku. <\/p>\n

    Sport proti sv\u011btu<\/h2>\n

    Sportovn\u00ed marketing nen\u00ed jedin\u00fd marketing. Ujist\u011bte se, \u017ee vy i v\u00e1\u0161 t\u00fdm dob\u0159e v\u00edte, pro\u010d a jak m\u016f\u017ee sport prosp\u011bt va\u0161\u00ed spole\u010dnosti. Ne\u0159\u00edk\u00e1me, abyste absolvovali univerzitn\u00ed kurz sportovn\u00edho marketingu, ale pod\u00edvejte se na osv\u011bd\u010den\u00e9 postupy a na tu trochu v\u00edce teorie, kter\u00e1 by v\u00e1m mohla pomoci pochopit \u017eargon, postupy a procesy. <\/p>\n

    Z\u00e1vazek a pl\u00e1nov\u00e1n\u00ed<\/h2>\n

    Aby byl dobr\u00fd sponzorsk\u00fd program \u00fa\u010dinn\u00fd, vy\u017eaduje \u010das a person\u00e1l<\/strong>. Ujist\u011bte se, \u017ee m\u00e1te jasn\u011b stanoven\u00e9 term\u00edny a kl\u00ed\u010dov\u00e9 okam\u017eiky, a podle toho pl\u00e1nujte. Krom\u011b toho komunikujte se sv\u00fdmi zam\u011bstnanci a t\u00fdmem a pracujte tak, aby v\u0161ichni byli na stejn\u00e9 vln\u011b. Pokud jsou sportovn\u00ed marketingov\u00e9 projekty sd\u00edlen\u00e9 a oce\u0148ovan\u00e9 v\u0161emi ve firm\u011b, st\u00e1vaj\u00ed se fantastickou spole\u010dnou p\u0159\u00edle\u017eitost\u00ed. <\/p>\n

    Pr\u016fzkum r\u016fzn\u00fdch sportovn\u00edch nemovitost\u00ed<\/h2>\n

    R\u016fzn\u00e9 t\u00fdmy maj\u00ed r\u016fzn\u00e9 d\u011bdictv\u00ed, image, hodnoty a d\u011bdictv\u00ed.<\/strong> Tot\u00e9\u017e plat\u00ed pro jezdce, t\u0159\u00eddy, okruhy, akce a v\u0161echny druhy sportovn\u00edch za\u0159\u00edzen\u00ed. Zjistit, jak\u00e9 \u0159e\u0161en\u00ed je pro va\u0161i zna\u010dku nejlep\u0161\u00ed, je n\u00e1ro\u010dn\u00e9. C\u00edlem je zde vytvo\u0159it nejlep\u0161\u00ed mo\u017enou kombinaci pro interakci s va\u0161\u00edm c\u00edlov\u00fdm trhem, produktovou \u0159adou, identitou a prezentac\u00ed. Va\u0161e ego ani va\u0161e instinkty by nem\u011bly ovliv\u0148ovat v\u00fdb\u011br. <\/p>\n

    Kr\u00e1tk\u00fd seznam<\/h2>\n

    Po prozkoum\u00e1n\u00ed oblasti byste si m\u011bli vytvo\u0159it kr\u00e1tk\u00fd seznam mo\u017en\u00fdch jmen, se kter\u00fdmi byste cht\u011bli mluvit a spolupracovat.<\/strong> V ide\u00e1ln\u00edm p\u0159\u00edpad\u011b by tento seznam m\u011bl obsahovat 3-5 jmen: ani p\u0159\u00edli\u0161 mnoho, ani p\u0159\u00edli\u0161 m\u00e1lo. Je \u010das kontaktovat kl\u00ed\u010dov\u00e9 osoby v r\u00e1mci sportovn\u00edch nemovitost\u00ed a po\u017e\u00e1dat je, aby v\u00e1m zaslali n\u00e1vrh partnerstv\u00ed. <\/p>\n

    Revize n\u00e1vrhu<\/h2>\n

    Ne v\u0161echny n\u00e1vrhy na sponzoring jsou stejn\u00e9.<\/strong> V\u011bnujte pozornost tomu, co je obsahem ka\u017ed\u00e9ho bal\u00ed\u010dku, a pamatujte, \u017ee \u010f\u00e1bel se skr\u00fdv\u00e1 v detailech: kolik p\u0159\u00edsp\u011bvk\u016f na soci\u00e1ln\u00edch s\u00edt\u00edch, kolik vstup\u016f do paddocku<\/strong><\/a> pro va\u0161e hosty, kolik vystoupen\u00ed jezdc\u016f, kolik tiskov\u00fdch zpr\u00e1v a jak\u00fd druh podpory B2B jsou jen n\u011bkter\u00e9 z bod\u016f, kter\u00e9 je t\u0159eba zkontrolovat.<\/p>\n

    Retu\u0161ov\u00e1n\u00ed<\/h2>\n

    Po\u017e\u00e1dejte o dopl\u0148ky nebo zm\u011bny oproti tomu, co vid\u00edte v n\u00e1vrhu. Pokud je v dokumentu n\u011bco, co nepot\u0159ebujete, zbavte se toho a optimalizujte marketingov\u00e1 pr\u00e1va podle toho, co pot\u0159ebujete, aby odpov\u00eddala va\u0161im c\u00edl\u016fm a identit\u011b. Va\u0161\u00edm c\u00edlem je m\u00edt n\u011bco, co je co nejv\u00edce \u0161it\u00e9 na m\u00edru a co odpov\u00edd\u00e1 va\u0161emu podnik\u00e1n\u00ed. <\/p>\n

    Rozhodovac\u00ed proces<\/h2>\n

    Je \u010das se rozhodnout a ud\u011blat krok vp\u0159ed. Jakmile jste vy a v\u00e1\u0161 t\u00fdm spokojeni s t\u00edm, co vid\u00edte, po\u017e\u00e1dejte majitele o \u0159\u00e1dnou smlouvu a blahop\u0159ejeme v\u00e1m, m\u016f\u017eete za\u010d\u00edt podnikat. Je pravd\u011bpodobn\u00e9, \u017ee budete po\u017e\u00e1d\u00e1ni o podpis p\u0159edb\u011b\u017en\u00e9 smlouvy je\u0161t\u011b p\u0159ed form\u00e1ln\u00edm dokumentem: je to dobr\u00e9 pro ob\u011b strany, tak\u017ee do toho jd\u011bte a p\u0159\u00edli\u0161 nad t\u00edm nep\u0159em\u00fd\u0161lejte. Rychl\u00e1 rada: je to d\u016fle\u017eit\u00fd okam\u017eik v historii va\u0161\u00ed zna\u010dky, kter\u00fd z\u016fstane zaps\u00e1n ve va\u0161ich knih\u00e1ch. Nezapome\u0148te slavit.<\/strong><\/p>\n

    Definice smlouvy<\/h2>\n

    Na str\u00e1nk\u00e1ch sponzorsk\u00e1 smlouva<\/strong> <\/a>form\u00e1ln\u00ed a ofici\u00e1ln\u00ed bude obsahovat v\u0161echny v\u00fdhody, podm\u00ednky a ujedn\u00e1n\u00ed sponzorsk\u00fdch smluv. Mus\u00ed b\u00fdt form\u00e1ln\u011b i obsahov\u011b bezchybn\u00e1. Doporu\u010dujeme po\u017e\u00e1dat pr\u00e1vn\u00edka nebo pr\u00e1vn\u00ed odd\u011blen\u00ed, aby dokument pe\u010dliv\u011b prozkoumali a op\u011bt provedli pot\u0159ebn\u00e9 zm\u011bny. Jako v\u017edy se nespol\u00e9hejte pouze na digit\u00e1ln\u00ed verze a vy\u017e\u00e1dejte si ti\u0161t\u011bn\u00e9 kopie, kter\u00e9 za\u0161lete do sv\u00fdch kancel\u00e1\u0159\u00ed. <\/p>\n

    Vypracov\u00e1n\u00ed pl\u00e1nu sponzoringu<\/h2>\n

    Je \u010das b\u00fdt kreativn\u00ed. Pl\u00e1n sponzoringu je celkov\u00fd syst\u00e9m \u010dinnost\u00ed, kter\u00e9 je t\u0159eba zav\u00e9st, aby sponzoring p\u0159inesl maxim\u00e1ln\u00ed hodnotu.<\/strong> Existuje n\u011bkolik mo\u017enost\u00ed, jak to prov\u00e9st, a to formou kalend\u00e1\u0159e nebo diagramu GANTT. Jde o to, abyste si na pap\u00edr zaznamenali v\u0161echny aktivace, akce, sout\u011b\u017ee, propaga\u010dn\u00ed akce a podobn\u011b, abyste m\u011bli v\u0161e po ruce, a\u017e se rozsv\u00edt\u00ed zelen\u00e1. <\/p>\n

    Role a definice pracovn\u00edk\u016f<\/h2>\n

    Budete pot\u0159ebovat fyzick\u00e9 osoby a mysl, i kdy\u017e sportovn\u00ed vlastnosti nab\u00eddnou podporu na jejich stran\u011b. \u010c\u00edm v\u00edce aktivac\u00ed v\u0161ak m\u00e1te na mysli, t\u00edm v\u00edce lid\u00ed budete pot\u0159ebovat k \u0159\u00edzen\u00ed r\u016fzn\u00fdch oblast\u00ed programu. Ujist\u011bte se, \u017ee v\u00e1\u0161 t\u00fdm je aktu\u00e1ln\u00ed, dob\u0159e informovan\u00fd a \u0159\u00e1dn\u011b p\u0159edstaven\u00fd kl\u00ed\u010dov\u00fdm osob\u00e1m. Pamatujte: dobr\u00fd sponzoring v MotoGP (vlastn\u011b jak\u00fdkoli dobr\u00fd sponzoring) nen\u00ed n\u011bco, co m\u016f\u017eete nastavit a zapomenout. Sp\u00ed\u0161e se budete muset v\u011bnovat ka\u017edodenn\u00ed \u00fadr\u017eb\u011b a pr\u00e1ci, ale nebojte se: bude to st\u00e1t za to. <\/p>\n

    Medi\u00e1ln\u00ed pl\u00e1nov\u00e1n\u00ed<\/h2>\n

    Kdy\u017e v lese spadne strom a nikdo ho nesly\u0161\u00ed, d\u011bl\u00e1 hluk? MotoGP je jedn\u00edm z nejpopul\u00e1rn\u011bj\u0161\u00edch sport\u016f na sv\u011bt\u011b, ohlas a pokryt\u00ed t\u00e9to discipl\u00edny je celosv\u011btov\u00e9 a velmi \u0161irok\u00e9. Je na\u010d<\/strong> ase vyu\u017e\u00edt medi\u00e1ln\u00edch p\u0159\u00edle\u017eitost\u00ed<\/strong> a d\u016fkladn\u011b napl\u00e1novat, jak sv\u011btu sd\u011blit, co vy a v\u00e1\u0161 t\u00fdm chyst\u00e1te. Tiskov\u00e9 zpr\u00e1vy, focen\u00ed, PR, tiskov\u00e9 konference, p\u0159\u00edsp\u011bvky, \u010dl\u00e1nky a tak d\u00e1le jsou va\u0161imi nejlep\u0161\u00edmi p\u0159\u00e1teli. Z\u016fsta\u0148te v kontaktu s m\u00e9dii a informujte je o sv\u00fdch akc\u00edch: z\u00edsk\u00e1te velk\u00fd ohlas. <\/p>\n

    Zah\u00e1jen\u00ed sponzoringu<\/h2>\n

    Je v\u0161e p\u0159ipraveno? Je person\u00e1l p\u0159ipraven? Napl\u00e1novali jste m\u00e9dia, zm\u011bnili a aktualizovali grafiku na sv\u00fdch webov\u00fdch str\u00e1nk\u00e1ch a zkontrolovali kalend\u00e1\u0159 (nap\u0159\u00edklad, abyste partnerstv\u00ed neozn\u00e1mili na \u0160t\u011bdr\u00fd den nebo v den fin\u00e1le Ligy mistr\u016f)? Skv\u011bl\u00e9, poj\u010fme to ud\u011blat. Sna\u017ete se zah\u00e1jit sponzoring solidn\u00edm a organick\u00fdm zp\u016fsobem a ud\u011blejte z n\u011bj skute\u010dn\u00fd miln\u00edk pro svou zna\u010dku. Stru\u010dn\u011b \u0159e\u010deno: a\u0165 je to zapamatovateln\u00e9, a\u0165 je to v\u00fdjime\u010dn\u00e9, a\u0165 je to ucelen\u00e9, a\u0165 je to siln\u00e9.<\/strong><\/p>\n

    Anal\u00fdza a pod\u00e1v\u00e1n\u00ed zpr\u00e1v<\/h2>\n

    Jakmile za\u010dnete b\u011bhat, m\u016f\u017eete si kone\u010dn\u011b sednout a odpo\u010dinout si, \u017ee? Omyl!<\/strong> Pr\u016fb\u011b\u017en\u00e1 anal\u00fdza, pod\u00e1v\u00e1n\u00ed zpr\u00e1v a dola\u010fov\u00e1n\u00ed jsou v ka\u017ed\u00e9m sponzorsk\u00e9m programu kl\u00ed\u010dov\u00e9. Sledujte data<\/strong> a po\u017e\u00e1dejte sv\u016fj t\u00fdm o p\u0159ehledy viditelnosti a m\u011b\u0159en\u00ed n\u00e1vratnosti investic<\/strong>. Dobrou zpr\u00e1vou je, \u017ee v dne\u0161n\u00ed dob\u011b je k dispozici spousta dat o v\u0161em mo\u017en\u00e9m a nespo\u010det technologick\u00fdch za\u0159\u00edzen\u00ed a softwaru, kter\u00e9 v\u00e1m s reportingem pomohou.<\/p>\n

    Dva z\u00e1v\u011bre\u010dn\u00e9 body<\/h2>\n

    To je ov\u0161em jen povrchn\u00ed pohled na v\u011bc. Sponzoring MotoGP<\/a> toho obn\u00e1\u0161\u00ed mnohem v\u00edc, od nekone\u010dn\u00e9ho mno\u017estv\u00ed dat a odborn\u00fdch znalost\u00ed pot\u0159ebn\u00fdch k rozhodnut\u00ed a\u017e po bohat\u00e9 adres\u00e1\u0159e kontakt\u016f, kter\u00e9 pot\u0159ebujete, abyste se ve spr\u00e1vn\u00fd \u010das spojili se spr\u00e1vn\u00fdm \u010dlov\u011bkem. V uzav\u0159en\u00e9m paddocku je tolik prostoru pro chyby. <\/p>\n

    To op\u011bt neznamen\u00e1, \u017ee sponzoring MotoGP je velmi slo\u017eit\u00fd: neexistuje absolutn\u011b \u017e\u00e1dn\u00e1 p\u0159ek\u00e1\u017eka, kterou by nebylo mo\u017en\u00e9 p\u0159ekonat tvrdou prac\u00ed, odhodl\u00e1n\u00edm nebo vytrvalost\u00ed. Jedn\u00e1 se v\u0161ak o komplikovan\u00fd byznys, kter\u00fd vy\u017eaduje ur\u010ditou finesu ve vyjedn\u00e1v\u00e1n\u00ed a jasnou p\u0159edstavu o hrac\u00edm poli<\/strong>. Pokud vy nebo va\u0161e spole\u010dnost pot\u0159ebujete pomoc profesion\u00e1ln\u00edho poradce v oblasti sponzoringu, nev\u00e1hejte se na n\u00e1s obr\u00e1tit. V\u017edy n\u00e1s najdete zde. <\/p>\n","protected":false},"excerpt":{"rendered":"

    Zah\u00e1jen\u00ed programu sponzoringu v MotoGP pro va\u0161i spole\u010dnost vy\u017eaduje \u010das a jasn\u00fd soubor c\u00edl\u016f a priorit. A\u010dkoli v\u0161echny velk\u00e9 sportovn\u00ed sponzorsk\u00e9 programy mohou za\u010d\u00edt od stejn\u00fdch z\u00e1klad\u016f, principy jsou pro ka\u017edou discipl\u00ednu stejn\u00e9, je velmi odli\u0161n\u00e9 budovat program v motoristick\u00fdch z\u00e1vodech a nap\u0159\u00edklad v placht\u011bn\u00ed nebo v tenise. Nejen proto, \u017ee ka\u017ed\u00fd sport m\u00e1 sv\u00e1 […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20277,20238,20228],"tags":[],"class_list":["post-295606","post","type-post","status-publish","format-standard","hentry","category-motogp-10-7","category-sportovni-marketing-cs","category-sportovni-sponzorstvi"],"acf":[],"contentshake_article_id":"","yoast_head":"\nBudov\u00e1n\u00ed sponzorsk\u00e9ho programu v MotoGP<\/title>\n<meta name=\"description\" content=\"Chcete se obej\u00edt bez agentury? 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