{"id":295829,"date":"2025-07-10T12:01:10","date_gmt":"2025-07-10T10:01:10","guid":{"rendered":"https:\/\/rtrsports.com\/rad-bych-sponzoroval-motogp-jak-se-mohu-zapojit\/"},"modified":"2026-09-09T16:37:27","modified_gmt":"2026-09-09T14:37:27","slug":"rad-bych-sponzoroval-motogp-jak-se-mohu-zapojit","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/rad-bych-sponzoroval-motogp-jak-se-mohu-zapojit\/","title":{"rendered":"Chci sponzorovat MotoGP: jak se mohu zapojit?"},"content":{"rendered":"

T\u0159i sta milion\u016f eur. To je odhadovan\u00fd celkov\u00fd ro\u010dn\u00ed v\u00fdnos t\u00fdm\u016f MotoGP ze sponzorsk\u00fdch pr\u00e1v podle oborov\u00fdch anal\u00fdz posledn\u00edch let. P\u0159esto naprost\u00e1 v\u011bt\u0161ina brand mana\u017eer\u016f, kte\u0159\u00ed se k tomuto \u0161ampion\u00e1tu p\u0159ibl\u00ed\u017e\u00ed poprv\u00e9, nev\u00ed, kde za\u010d\u00edt. Nikoli proto, \u017ee by chyb\u011bl rozpo\u010det. Ale proto, \u017ee cel\u00fd proces je strukturaln\u011b odli\u0161n\u00fd od jak\u00e9hokoli vyjed\u00ednav\u00e1n\u00ed o medii\u00e1ln\u00edm prostoru, jak\u00e9 kdy vedli.<\/p>\n

To je paradox sponzoringu MotoGP: trh v hodnot\u011b stovek milion\u016f, p\u0159\u00edstupn\u00fd t\u011bm, kte\u0159\u00ed v\u011bd\u00ed, jak se pohybovat, nepr\u016fhledn\u00fd pro ty, kte\u0159\u00ed neznaj\u00ed pravidla hry.<\/p>\n

Co opravdu znamen\u00e1 \u201esponzorovat MotoGP\u201d<\/h2>\n

Ne\u017e pochop\u00edme, jak vstoupit, je t\u0159eba pochopit, co se kupuje. Sponzoring MotoGP<\/a> nen\u00ed jedna v\u011bc \u2014 je to rodina mo\u017enost\u00ed s hluboce odli\u0161n\u00fdmi logikami, n\u00e1klady a o\u010dek\u00e1v\u00e1n\u00edmi.<\/p>\n

Na vrcholu je title sponsor<\/strong>, neboli jmenn\u00fd partner t\u00fdmu. Zna\u010dka kupuje pr\u00e1vo m\u00edt sv\u00e9 jm\u00e9no ofici\u00e1ln\u011b spojeno s t\u00fdmem: Ducati Lenovo Team, Red Bull KTM Factory Racing, Monster Energy Yamaha. Odhadovan\u00fd rozpo\u010det: 15 a\u017e 40 milion\u016f eur ro\u010dn\u011b pro \u0161pi\u010dkov\u00e9 t\u00fdmy, m\u00e9n\u011b pro satelitn\u00ed.<\/p>\n

Pod t\u00edm je associate sponsor<\/strong>, \u00farove\u0148 nejfrekventovan\u011bj\u0161\u00ed firmami vstupuj\u00edc\u00edmi poprv\u00e9. Zde se kupuj\u00ed konkr\u00e9tn\u00ed m\u00edsta pro logo \u2014 kapt\u00e1\u017e, helma, kombin\u00e9za, motorka \u2014 s viditelnost\u00ed \u00fam\u011brnou investici a sjedn\u00e1n\u00e9 pozici. Typick\u00fd rozsah: 500 000 a\u017e 5 milion\u016f eur ro\u010dn\u011b, v z\u00e1vislosti na t\u00fdmu, sez\u00f3n\u011b a um\u00edst\u011bn\u00ed.<\/p>\n

Pak jsou techni\u010dt\u00ed partne\u0159i<\/strong>: dodavatel\u00e9 technologi\u00ed, vybaven\u00ed nebo slu\u017eeb, kte\u0159\u00ed p\u0159isp\u00edvaj\u00ed k provozu t\u00fdmu a v\u00fdm\u011bnou z\u00edskvaj\u00ed viditelnost a pr\u00e1va k pou\u017eit\u00ed. M\u016f\u017ee j\u00edt o pen\u011b\u017en\u00ed smlouvu, barterov\u00e9 vym\u011bn\u011bn\u00ed nebo kombinaci ob\u00f3j\u00edho.<\/p>\n

T\u0159i \u00farovn\u011b, t\u0159i r\u016fzn\u00e9 obchodn\u00ed logiky. Nejb\u011b\u017en\u011bj\u0161\u00ed chyba t\u011bch, kte\u0159\u00ed vstupuj\u00ed na trh poprv\u00e9, je zach\u00e1zet s nimi jako s variantami t\u00e9\u017ee v\u011bci.<\/p>\n

Panorama t\u00fdm\u016f v 2024\u20132025<\/h2>\n

\u0160ampion\u00e1t MotoGP m\u00e1 jeden\u00e1ct t\u00fdm\u016f, s jeden\u00e1cti organiza\u010dn\u00edmi strukturami a jeden\u00e1cti portfolii sponsor\u016f k pochopen\u00ed p\u0159ed volbou investice.<\/p>\n

Mezi nejv\u00fdznaman\u011bj\u0161\u00ed novinky posledn\u00edch let pat\u0159\u00ed dva t\u00fdmy zasluhuj\u00edc\u00ed si zvl\u00e1\u0161tn\u00ed pozornost. VR46 Racing Team<\/strong>, zalo\u017een\u00fd a \u0159\u00edzen\u00fd Valentinem Rossim, se od roku 2022 stal jedn\u00edm z nejzaj\u00edmav\u011bj\u0161\u00edch sponzorsk\u00fdch aktiv v paddocku: hodnota spojen\u00ed s Rossim \u2014 st\u00e1le nejzn\u00e1m\u011bj\u0161\u00ed postavou v historii Mistrovstv\u00ed sv\u011bta \u2014 se nevyvy\u010derp\u00e1v\u00e1 sportovn\u00edmi v\u00fdsledky jeho t\u00fdmu. Je to zna\u010dka sama o sob\u011b. Gresini Racing<\/strong> p\u0159it\u00e1hl glob\u00e1ln\u00ed pozornost, kdy\u017e Marc M\u00e1rquez zvolil tento satelitn\u00ed Ducati, aby se vr\u00e1til po t\u011b\u017ek\u00fdch letech s Hondou. V sez\u00f3n\u011b 2024 se tato volba uk\u00e1zala jako spr\u00e1vn\u00e1: M\u00e1rquez vyhr\u00e1val z\u00e1vody. V roce 2025 Ducati fakticky spr\u00e1vuje p\u011bt motorek z jeden\u00e1cti v startovn\u00edm poli \u2014 technick\u00e1 dominance bez precedentu.<\/p>\n

P\u011bt chyb, kter\u00e9 t\u00e9m\u011b\u0159 v\u0161ichni d\u011blaj\u00ed<\/h2>\n

Ve dvaceti letech pr\u00e1ce na sponzorsk\u00fdch smlouv\u00e1ch v motorsportu jsem vid\u011bl opakovat stejn\u00e9 chyby s t\u00e9m\u011b\u0159 uklidnuj\u00edc\u00ed pravidelnost\u00ed. Zde jsou, v po\u0159ad\u00ed \u010detnosti.<\/p>\n

Za prv\u00e9: kontaktov\u00e1n\u00ed t\u00fdm\u016f p\u0159\u00edmo bez p\u0159\u00edpravy.<\/strong> T\u00fdmy maj\u00ed obchodn\u00ed kancel\u00e1\u0159e. Odepou. Po\u0161lou medi\u00e1ln\u00ed kit. Pak po\u017e\u00e1daj\u00ed o \u010d\u00e1stku, o kter\u00e9 nev\u00ed\u0161, zda odpov\u00edd\u00e1 trhu. Nem\u00e1\u0161 srovn\u00e1vac\u00ed bod.<\/p>\n

Za druh\u00e9: hodnocen\u00ed sponzoringu pouze podle TV sledovanosti.<\/strong> Sledovanost MotoGP \u2014 asi 400 milion\u016f kumulovan\u00fdch div\u00e1k\u016f za sez\u00f3nu, vys\u00edlan\u00e1 ve 205 zem\u00edch \u2014 je d\u016fle\u017eit\u00e9 \u010d\u00edslo. Ale je to jen jedna z hodnot sponzoringu. Brand safety, hospitality, licencov\u00e1n\u00ed, PR, B2B aktivace, digit\u00e1ln\u00ed obsah jsou \u010dasto 60 % skute\u010dn\u00e9 hodnoty.<\/p>\n

Za t\u0159et\u00ed: v\u00fdb\u011br t\u00fdmu na z\u00e1klad\u011b sportovn\u00edch v\u00fdsledk\u016f p\u0159edch\u00e1zej\u00edc\u00edho roku.<\/strong> Sponzorsk\u00e9 smlouvy maj\u00ed pr\u016fm\u011brnou dobu trv\u00e1n\u00ed jeden nebo dva roky. Honda dominovala roky, pak se zhroutila. Ducati dnes dominuje, ale \u0161ampion\u00e1t n\u011bkolikr\u00e1t obr\u00e1til hierarchii konstrukt\u00e9r\u016f. Vyb\u00edrat lo\u0148sk\u00e9ho \u0161ampiona pro podpis smlouvy na p\u0159\u00ed\u0161t\u00ed rok je uva\u017eov\u00e1n\u00ed p\u0159es zpln\u00e9 zrcadlo.<\/p>\n

Za \u010dtvrt\u00e9: podcen\u011bn\u00ed \u010dasu.<\/strong> Sponzorsk\u00e1 smlouva se vyjed\u00ednav\u00e1 m\u011bs\u00edce, ne t\u00fddny. Kdo p\u0159ich\u00e1z\u00ed v listopadu s nad\u011bj\u00ed na start v b\u0159eznu, b\u00fdv\u00e1 zklam\u00e1n. Paddock pracuje na dlouh\u00fdch horizontech. Na\u010dasov\u00e1n\u00ed je sou\u010d\u00e1st\u00ed vyjed\u00ednav\u00e1n\u00ed.<\/p>\n

Za p\u00e1t\u00e9: zam\u011b\u0148ov\u00e1n\u00ed viditelnosti s aktivac\u00ed.<\/strong> Logo na kapt\u00e1\u017ei je v\u00fdchoz\u00ed bod, ne c\u00edlov\u00fd. Zna\u010dky s nejlep\u0161\u00ed n\u00e1vratnost\u00ed ze sponzoringu buduj\u00ed aktiva\u010dn\u00ed program kolem loga: obsah, hospitality, akce, PR, digit\u00e1ln\u00ed kampan\u011b.<\/p>\n

Pro\u010d spolupr\u00e1ce s agenturou m\u011bn\u00ed ekonomickou strukturu operace<\/h2>\n

Nejb\u011b\u017en\u011bj\u0161\u00ed n\u00e1mitka p\u0159i diskusi o agentu\u0159e sportovn\u00edho sponzoringu<\/a> zn\u00ed: \u201ePrid\u00e1v\u00e1 n\u00e1klady.\u201d To je srozumiteln\u00e1 n\u00e1mitka, zcela chybn\u00e1 ve sv\u00e9m p\u0159edpokladu.<\/p>\n

Ekonomick\u00fd model agentury, jako je RTR Sports Marketing, nepo\u010d\u00edt\u00e1 s odm\u011bnou k t\u00ed\u017ei sponzorsk\u00e9 zna\u010dky v po\u010d\u00e1te\u010dn\u00ed f\u00e1zi. Agentura je odm\u011b\u0148ov\u00e1na t\u00fdmem, kter\u00fd inkasuje smlouvu, prost\u0159ednictv\u00edm obchodn\u00ed provize. Jinymi slovy: ve f\u00e1zi v\u00fdzkumu, anal\u00fdzy a prvn\u00edho vyjed\u00ednav\u00e1n\u00ed nevyd\u00e1v\u00e1\u0161 v\u00edce prac\u00ed s agenturou ne\u017e s\u00e1m. Ale m\u00e1\u0161 p\u0159\u00edstup k informac\u00edm, vztah\u016fm a tr\u017en\u00edm benchmark\u016fm, kter\u00e9 ve ve\u0159ejn\u00e9 dom\u00e9n\u011b neexistuj\u00ed. RTR pracuje s v\u00edce t\u00fdmy sou\u010dasn\u011b. Kdy\u017e doporu\u010dujeme t\u00fdm A m\u00edsto B, nen\u00ed to proto, \u017ee A plat\u00ed v\u00edce \u2014 ale proto, \u017ee na z\u00e1klad\u011b konkr\u00e9tn\u00edch pot\u0159eb klienta je to nejobhajiteln\u011bj\u0161\u00ed volba.<\/p>\n

Jak konkr\u00e9tn\u011b vypad\u00e1 proces<\/h2>\n

Standardn\u00ed cesta pro zna\u010dku vstupuj\u00edc\u00ed poprv\u00e9 do sv\u011bta sponzoringu MotoGP se \u010dl\u00e1n\u00ed do \u010dty\u0159 f\u00e1z\u00ed.<\/p>\n

Prvn\u00ed je definice c\u00edl\u016f a rozpo\u010dtu<\/strong>. P\u0159ed zah\u00e1jen\u00edm jak\u00e9hokoli rozhovoru s jak\u00fdmkoli t\u00fdmem je t\u0159eba odpov\u011bd\u011bt na t\u0159i ot\u00e1zky: co m\u00e1 tento sponzoring d\u011blat pro tv\u016fj business, na jak\u00fdch trzech m\u00e1 fungovat, a jak\u00fd \u0159\u00e1d velikosti investice je re\u00e1ln\u00e9 udr\u017eet alespo\u0148 dv\u011b po sob\u011b jdouc\u00ed sez\u00f3ny.<\/p>\n

Druh\u00e1 je mapov\u00e1n\u00ed p\u0159\u00edle\u017eitost\u00ed<\/strong>. V \u0161ampion\u00e1tu s jeden\u00e1cti t\u00fdmy, des\u00edtkami smluv s vypr\u0161en\u00edm platnosti ka\u017ed\u00fd rok a m\u00edsty pro logo, kter\u00e1 se uvoln\u011bj\u00ed nebo uzav\u00edrj\u00ed v pr\u016fb\u011bhu off-season, pochopit, co je dost stupn\u00e9 a za jak\u00fdch podm\u00ednek, vy\u017eaduje vztahy a pr\u016fb\u011b\u017en\u00e9 aktualizaci. To je hlavn\u00ed funkce agentury v prvn\u00ed f\u00e1zi vztahu.<\/p>\n

T\u0159et\u00ed je due diligence t\u00fdmu<\/strong>. Ne v\u0161echny t\u00fdmy nab\u00edz\u00ed stejnou \u00farove\u0148 obchodn\u00edch slu\u017eeb, stejnou strukturu hospitality, stejnou organizaci pro spr\u00e1vu sponzorsk\u00e9ho partnera. Sportovn\u00ed v\u00fdsledek je viditeln\u00fd; kvalita obchodn\u00ed organizace nikoli.<\/p>\n

\u010ctvrta je vyjed\u00ednav\u00e1n\u00ed a aktivace<\/strong>. Po identifikaci spr\u00e1vn\u00e9ho t\u00fdmu je smlouva jen prvn\u00edm krokem. Skute\u010dn\u00e1 hodnota se projev\u00ed v n\u00e1sleduj\u00edc\u00edch m\u011bs\u00edc\u00edch, kdy je aktiva\u010dn\u00ed program \u2014 hospitality na GP, obsah, PR, akce \u2014 vybudov\u00e1n a realizov\u00e1n.<\/p>\n

Co o\u010dek\u00e1vat z hlediska n\u00e1klad\u016f v 2024\u20132025<\/h2>\n

Ceny v paddocku MotoGP jsou z\u0159\u00eddka ve\u0159ejn\u00e9. N\u00e1sleduj\u00edc\u00ed vych\u00e1z\u00ed z p\u0159\u00edm\u00e9 zku\u0161enosti z ned\u00e1vn\u00fdch jedn\u00e1n\u00ed a m\u011blo by b\u00fdt \u010dteno jako orientace, nikoli jako cen\u00edk.<\/p>\n

Pro vstup jako associate sponsor v satelitn\u00edm t\u00fdmu s dobrou televizn\u00ed viditelnost\u00ed, re\u00e1listick\u00fd minim\u00e1ln\u00ed rozpo\u010det za\u010d\u00edn\u00e1 od asi 300 000 eur ro\u010dn\u011b. Pro vstup do prvot\u0159\u00eddezn\u00edho t\u00fdmu s viditelnou pozic\u00ed loga je pot\u0159ebn\u00fd rozpo\u010det v \u0159\u00e1du milionu eur nebo v\u00edce. Dealy title sponzoringu pro nejzaj\u00edmav\u011bj\u0161\u00ed satelitn\u00ed t\u00fdmy \u2014 VR46, Gresini, Trackhouse \u2014 se pohybuj\u00ed podle oborov\u00fdch zdroj\u016f v rozsahu 5\u201315 milion\u016f eur ro\u010dn\u011b. \u0160pi\u010dkov\u00e9 tov\u00e1rn\u00ed t\u00fdmy, jako Ducati Lenovo nebo Red Bull KTM, operuj\u00ed na v\u00fdrazn\u011b vy\u0161\u0161\u00edch \u010d\u00e1stk\u00e1ch.<\/p>\n

MotoGP nen\u00ed nejdra\u017e\u0161\u00ed \u0161ampion\u00e1t v motorsportu \u2014 Formule 1 je v jin\u00e9 cenov\u00e9 kategorii. Ale nen\u00ed ani nejlevn\u011bj\u0161\u00ed. Nab\u00edz\u00ed nejlep\u0161\u00ed pom\u011br vstupn\u00edch n\u00e1klad\u016f k glob\u00e1ln\u00edmu dosahu pro asijsk\u00e9, evropsk\u00e9 a latinoamerik\u00e9 trhy, kombinovan\u00fd s \u00farovn\u00ed zapojen\u00ed publika, kterou m\u00e1lokter\u00fd jin\u00fd sport dok\u00e1\u017ee replikovat.<\/p>\n

Prvn\u00ed krok je nejd\u016fle\u017eit\u011bj\u0161\u00ed<\/h2>\n

Pokud zva\u017euje\u0161 MotoGP jako investi\u010dn\u00ed kan\u00e1l, prvn\u00edm krokem nen\u00ed pos\u00edlat e-mail t\u00fdmu. Jde o p\u0159esn\u00e9 pochopen\u00ed toho, \u010deho chce\u0161 dos\u00e1hnout, v jak\u00e9m \u010dasov\u00e9m horizontu a s jak\u00fdm rozpo\u010dtem. Tato po\u010d\u00e1te\u010dn\u00ed jasnost je to, co m\u011bn\u00ed pr\u016fzkumn\u00fd rozhovor s t\u00fdmem ve skute\u010dn\u00e9 vyjed\u00ednav\u00e1n\u00ed. A tuto jasnost je to, co my jako agentura pom\u00e1h\u00e1me zna\u010dk\u00e1m budovat, ne\u017e se cokoli jin\u00e9ho stane.<\/p>\n

Posa\u010fte se, relaxujte. Postar\u00e1me se o to my.<\/p>\n\n

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FAQ<\/b><\/h2>\r\n \r\n
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\r\n Kolik stoj\u00ed sponzoring t\u00fdmu MotoGP?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Jak kontaktovat t\u00fdm MotoGP kv\u016fli sponzoringu?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Jak\u00e9 \u00farovn\u011b sponzoringu jsou v MotoGP k dispozici?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Kter\u00e9 t\u00fdmy MotoGP jsou nejzaj\u00edmav\u011bj\u0161\u00ed pro sponzoring v roce 2025?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n M\u00e1 smysl sponzorovat MotoGP, pokud moje zna\u010dka nen\u00ed v odv\u011btv\u00ed motorsportu?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

T\u0159i sta milion\u016f eur. To je odhadovan\u00fd celkov\u00fd ro\u010dn\u00ed v\u00fdnos t\u00fdm\u016f MotoGP ze sponzorsk\u00fdch pr\u00e1v podle oborov\u00fdch anal\u00fdz posledn\u00edch let. P\u0159esto naprost\u00e1 v\u011bt\u0161ina brand mana\u017eer\u016f, kte\u0159\u00ed se k tomuto \u0161ampion\u00e1tu p\u0159ibl\u00ed\u017e\u00ed poprv\u00e9, nev\u00ed, kde za\u010d\u00edt. Nikoli proto, \u017ee by chyb\u011bl rozpo\u010det. Ale proto, \u017ee cel\u00fd proces je strukturaln\u011b odli\u0161n\u00fd od jak\u00e9hokoli vyjed\u00ednav\u00e1n\u00ed o medii\u00e1ln\u00edm prostoru, […]<\/p>\n","protected":false},"author":14,"featured_media":189778,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20271,20026],"tags":[],"class_list":["post-295829","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motogp-10","category-sponsorizzazioni-sportive"],"acf":[],"contentshake_article_id":"","yoast_head":"\nJak sponzorovat MotoGP: n\u00e1klady, \u00farovn\u011b a proces \u00fa\u010dasti | RTR Sports<\/title>\n<meta name=\"description\" content=\"Zjist\u011bte, jak sponzorovat MotoGP: od associate sponsora po title sponsora, podrobnosti n\u00e1klad\u016f ka\u017ed\u00e9 \u00farovn\u011b a jak zjednodu\u0161it vyjed\u00ednav\u00e1n\u00ed s pomoc\u00ed specializovan\u00e9 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