{"id":295946,"date":"2025-07-10T13:15:55","date_gmt":"2025-07-10T11:15:55","guid":{"rendered":"https:\/\/rtrsports.com\/sponzorovani-sportu-proc-zalezi-na-tom-kde-jste-umisteni\/"},"modified":"2026-09-09T10:14:29","modified_gmt":"2026-09-09T08:14:29","slug":"sponzorovani-sportu-proc-zalezi-na-tom-kde-jste-umisteni","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/sponsoring-sport-youre-positioned-matters\/","title":{"rendered":"Sponzorovat sport? Pro\u010d je positioning d\u016fle\u017eit\u00fd"},"content":{"rendered":"

V dubnu 2024 se HP \u2014 Hewlett-Packard, spole\u010dnost, kter\u00e1 vynalezla gar\u00e1\u017e Silicon Valley \u2014 stala titul\u00e1rn\u00edm sponzorem Scuderia Ferrari ve Formuli 1. Modr\u00e9 logo kalifornsk\u00e9 spole\u010dnosti debutovalo na \u010derven\u00e9m zbarven\u00ed vozu v Miami, podpo\u0159en\u00e9 v\u00edceletou smlouvou a nov\u00fdm ofici\u00e1ln\u00edm n\u00e1zvem „Scuderia Ferrari HP“. Nen\u00ed to jen obchodn\u00ed dohoda: je to prohl\u00e1\u0161en\u00ed identity. HP sout\u011b\u017e\u00ed na jednom z nejp\u0159esycen\u011bj\u0161\u00edch a nejnemilosrdn\u011bj\u0161\u00edch technologick\u00fdch trh\u016f na planet\u011b. Ferrari \u2014 a s n\u00ed Formule 1 \u2014 projektuje in\u017een\u00fdrskou inovaci, p\u0159esnost, dokonalost bez kompromis\u016f. Soulad nen\u00ed n\u00e1hodn\u00fd: je v\u00fdsledkem z\u00e1m\u011brn\u00e9 volby positioningu.<\/p>\n

Sponzorovat znamen\u00e1 vybrat si, jak b\u00fdt vn\u00edm\u00e1n<\/h2>\n

Kdy\u017e se hovo\u0159\u00ed o positioningu ve sportovn\u00edm sponzoringu, instinktem je okam\u017eit\u011b myslet na fyzick\u00e9 um\u00edst\u011bn\u00ed loga: kapot\u00e1\u017e motocyklu, z\u00e1vodn\u00ed kombin\u00e9za jezdce, banner v pit lane. To jsou d\u016fle\u017eit\u00e9 detaily \u2014 analyzujeme je p\u0159esn\u011b pomoc\u00ed dat o viditelnosti \u2014 ale existuje vy\u0161\u0161\u00ed \u00farove\u0148 positioningu, kter\u00e1 p\u0159edch\u00e1z\u00ed jak\u00e9mukoli grafick\u00e9mu rozlo\u017een\u00ed: volba sportovn\u00ed discipl\u00edny.<\/p>\n

Ka\u017ed\u00fd sport je ekosyst\u00e9mem vn\u00edman\u00fdch hodnot. Pr\u00e1v\u011b tento ekosyst\u00e9m zna\u010dka z\u00edsk\u00e1v\u00e1 \u2014 nebo sp\u00ed\u0161e, se kter\u00fdm se spojuje \u2014 kdy\u017e podep\u00ed\u0161e sponzorskou smlouvu. Logo, kter\u00e9 se objevuje na vozech Formule 1<\/a>, nese soubor konotac\u00ed radik\u00e1ln\u011b odli\u0161n\u00fdch od t\u011bch na helm\u011b jezdce MotoGP. Stejn\u00e1 hypotetick\u00e1 velikost, stejn\u00fd hypotetick\u00fd rozpo\u010det, zcela odli\u0161n\u00e9 vn\u00edm\u00e1n\u00ed. A pr\u00e1v\u011b toto vn\u00edm\u00e1n\u00ed \u2014 ne po\u010det zobrazen\u00ed \u2014 ur\u010duje dlouhodobou hodnotu sponzoringu.<\/p>\n

Hodnoty, kter\u00e9 ka\u017ed\u00e1 discipl\u00edna p\u0159ed\u00e1v\u00e1 zna\u010dce<\/h2>\n

V motorsportu nejvy\u0161\u0161\u00ed \u00farovn\u011b jsou asociace hodnot pom\u011brn\u011b stabiln\u00ed, p\u0159esto\u017ee se vyv\u00edjej\u00ed s publikem a medi\u00e1ln\u00ed kulturou obklopuj\u00edc\u00ed ka\u017ed\u00e9 mistrovstv\u00ed.<\/p>\n

Formule 1<\/strong> komunikuje technologick\u00e9 inovace, veden\u00ed, internacionalitu a jist\u00fd vkus pro exkluzivn\u00ed dokonalost. Nen\u00ed n\u00e1hodou, \u017ee high-end technologick\u00e9 zna\u010dky zaplavily paddock v posledn\u00edch letech \u2014 AWS, Oracle, LVMH, Google, HP \u2014 v\u0161echny se stejn\u00fdm jmenovatelem: cht\u011bj\u00ed spojit sv\u00e9 jm\u00e9no s ekosyst\u00e9mem, kter\u00fd ve\u0159ejnost vn\u00edm\u00e1 jako absolutn\u00ed vrchol in\u017een\u00fdrstv\u00ed. S 826 miliony glob\u00e1ln\u00edch fanou\u0161k\u016f v roce 2024, rostouc\u00edch o 12 % meziro\u010dn\u011b (zdroj: Nielsen Sports), a s publikem, kter\u00e9 se v\u00fdrazn\u011b omladilo po seri\u00e1lu Netflixu „Drive to Survive“, se F1 stala tak\u00e9 glamour, popul\u00e1rn\u00ed a velmi americkou \u2014 kombinace, kter\u00e1 roz\u0161i\u0159uje mo\u017enosti positioningu daleko za r\u00e1mec B2B technologi\u00ed.<\/p>\n

MotoGP<\/strong><\/a> evokuje autentickou v\u00e1\u0161e\u0148, adrenalin, dostupn\u00e9 technick\u00e9 dovednosti \u2014 druh emoc\u00ed bezprost\u0159edn\u011bj\u0161\u00edch a viscer\u00e1ln\u011bj\u0161\u00edch ne\u017e v F1. Jezdec je viditeln\u011bj\u0161\u00ed ne\u017e stroj, vztah s publikem p\u0159\u00edm\u011bj\u0161\u00ed a v\u011brn\u011bj\u0161\u00ed. Se 632 miliony glob\u00e1ln\u00edch fanou\u0161k\u016f v roce 2025, rostouc\u00edch o 12 % oproti roku 2024 (zdroj: Dorna Sports \/ Liberty Media), a mimo\u0159\u00e1dnou penetrac\u00ed v oblasti Asie a Tichomo\u0159\u00ed \u2014 Indon\u00e9sie, Indie, Japonsko, Thajsko \u2014 je MotoGP ide\u00e1ln\u00edm kan\u00e1lem pro zna\u010dky, kter\u00e9 cht\u011bj\u00ed proniknout na rozv\u00edjej\u00edc\u00ed se trhy s emocion\u00e1ln\u00edm p\u0159\u00edstupem nam\u00edsto racion\u00e1ln\u00edho.<\/p>\n

Superbike (WSBK)<\/strong> zauj\u00edm\u00e1 jinou pozici: bli\u017e\u0161\u00ed komunit\u011b, p\u0159\u00edstupn\u011bj\u0161\u00ed ne\u017e MotoGP, s fanou\u0161kovskou z\u00e1kladnou slo\u017eenou z dlouholet\u00fdch nad\u0161enc\u016f, kte\u0159\u00ed znaj\u00ed ka\u017ed\u00fd technick\u00fd detail s\u00e9riov\u011b vyr\u00e1b\u011bn\u00fdch motocykl\u016f. Zna\u010dky, kter\u00e9 najdou sv\u00e9 m\u00edsto ve WSBK, komunikuj\u00ed kompetence, \u0159emeslnou zdatnost, spojen\u00ed s re\u00e1ln\u00fdm produktem \u2014 vlastnosti cenn\u00e9 pro zna\u010dky, kter\u00e9 cht\u011bj\u00ed zprost\u0159edkovat vn\u00edmanou kvalitu bez odstupu, kter\u00fd m\u016f\u017ee vytv\u00e1\u0159et otev\u0159en\u011b pr\u00e9miov\u00fd positioning.<\/p>\n

Vytrvalostn\u00ed z\u00e1vody (WEC \/ 24 hodin Le Mans)<\/strong> komunikuj\u00ed odolnost, spolehlivost, inteligentn\u00ed \u0159\u00edzen\u00ed zdroj\u016f po dlouhou dobu. To jsou dokonal\u00e9 podnikov\u00e9 metafory pro poji\u0161\u0165ovac\u00ed, bankovn\u00ed, energetick\u00fd sektor nebo pro jakoukoli zna\u010dku, kter\u00e1 se chce spojovat s my\u0161lenkou dlouhov\u011bkosti a solidarity. Fakt, \u017ee Toyota, Porsche a Ferrari zvolily Le Mans jako testovac\u00ed p\u016fdu pro sv\u016fj brand narrative, nen\u00ed n\u00e1hodn\u00fd: je to discipl\u00edna, kter\u00e1 odm\u011b\u0148uje ty, kdo dojedou do c\u00edle, ne jen ty, kte\u0159\u00ed rychle startuj\u00ed.<\/p>\n

Hodnotov\u00fd soulad p\u0159edch\u00e1z\u00ed rozpo\u010dtu<\/h2>\n

Spr\u00e1vn\u00e1 ot\u00e1zka nezn\u00ed „kter\u00fd sport m\u00e1 nejv\u011bt\u0161\u00ed publikum?“ ale „kter\u00fd sport nejl\u00e9pe amplifikuje to, co chceme komunikovat?“.<\/p>\n

M\u00f3dn\u00ed nebo luxusn\u00ed zna\u010dka, kter\u00e1 se pozicionuje v mistrovstv\u00ed s p\u0159\u00edli\u0161 „d\u011blnick\u00fdm“ image, riskuje disonanci, kterou \u017e\u00e1dn\u00e1 aktiva\u010dn\u00ed kampa\u0148 nem\u016f\u017ee napravit. Naopak, B2B zna\u010dka, kter\u00e1 chce humanizovat svou komunikaci a p\u0159ibl\u00ed\u017eit se spot\u0159ebitelsk\u00e9mu publiku, m\u016f\u017ee v MotoGP naj\u00edt emocion\u00e1ln\u00ed p\u0159\u00edstup, kter\u00fd \u017e\u00e1dn\u00fd LinkedIn banner nezaru\u010duje. Hodnotov\u00fd positioning \u2014 volba discipl\u00edny \u2014 je ve v\u0161ech ohledech prvn\u00ed a nejd\u016fle\u017eit\u011bj\u0161\u00ed strategick\u00e9 rozhodnut\u00ed v pl\u00e1nu sportovn\u00edho sponzoringu.<\/p>\n

Data o viditelnosti loga p\u0159ich\u00e1zej\u00ed a\u017e pot\u00e9 a slou\u017e\u00ed k optimalizaci, nikoli k polo\u017een\u00ed z\u00e1klad\u016f volby. Za\u010d\u00ednat od dosahu p\u0159i rozhodov\u00e1n\u00ed, do kter\u00e9ho sportu vstoupit, je jako vyb\u00edrat byt podle po\u010dtu oken p\u0159ed rozhodnut\u00edm, ve kter\u00e9m m\u011bst\u011b chcete \u017e\u00edt.<\/p>\n

Fyzick\u00fd positioning a hodnotov\u00fd positioning: jak spolupracuj\u00ed<\/h2>\n

Jakmile je identifikov\u00e1n spr\u00e1vn\u00fd hodnotov\u00fd ekosyst\u00e9m, fyzick\u00fd positioning se vrac\u00ed do st\u0159edu pozornosti \u2014 a zde se pl\u00e1nov\u00e1n\u00ed st\u00e1v\u00e1 technick\u00fdm. Data Clearsight z ned\u00e1vn\u00fdch sez\u00f3n MotoGP ukazuj\u00ed, \u017ee jezdec generuje p\u0159ibli\u017en\u011b 48 % celkov\u00e9 viditelnosti o z\u00e1vodn\u00edm v\u00edkendu, ve srovn\u00e1n\u00ed s 27 % pro motocykl, 13 % pro person\u00e1l a 7 % pro gar\u00e1\u017e. Mal\u00fd, ale dob\u0159e um\u00edst\u011bn\u00fd prostor na kombin\u00e9ze, viditeln\u00fd p\u0159i rozhovorech a tiskov\u00fdch konferenc\u00edch, m\u016f\u017ee m\u00edt v\u011bt\u0161\u00ed hodnotu ne\u017e velk\u00e1 n\u00e1lepka na kapot\u00e1\u017ei.<\/p>\n

Ale tato viditelnost nab\u00fdv\u00e1 smyslu \u2014 a hodnoty \u2014 pouze tehdy, pokud je v\u00fdchoz\u00ed ekosyst\u00e9m ji\u017e spr\u00e1vn\u00fd. Dob\u0159e um\u00edst\u011bn\u00e9 logo ve \u0161patn\u00e9m sportu je dob\u0159e amplifikovan\u00e1 zpr\u00e1va ve \u0161patn\u00e9m sm\u011bru. To je n\u011bco, co brand mana\u017ee\u0159i, agentury a sportovn\u00ed subjekty nemohou ignorovat v dob\u011b, kdy jsou publika v\u00edce fragmentovan\u00e1 a hodnota pozornosti volatiln\u011bj\u0161\u00ed. Volba discipl\u00edny je prvn\u00edm aktem brand positioningu. V\u0161e ostatn\u00ed \u2014 logo, um\u00edst\u011bn\u00ed, aktivace, hospitality \u2014 je realizace.<\/p>\n

\u010cast\u00e9 dotazy o sportovn\u00edm sponzoringu a brand positioningu<\/h2>\n
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Frequently Asked Questions<\/b><\/h2>\r\n \r\n
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\r\n Kter\u00fd sport je nejvhodn\u011bj\u0161\u00ed pro zna\u010dku, kter\u00e1 chce komunikovat technologick\u00e9 inovace?<\/b>\r\n <\/h3>\r\n\r\n
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Formule 1 je nejefektivn\u011bj\u0161\u00edm kan\u00e1lem pro zna\u010dky spojen\u00e9 s technologiemi, in\u017een\u00fdrstv\u00edm nebo strategick\u00fdm poradenstv\u00edm. Hodnotov\u00fd ekosyst\u00e9m F1 \u2014 inovace, p\u0159esnost, dokonalost \u2014 p\u0159irozen\u011b odpov\u00edd\u00e1 t\u011bmto positioning\u016fm. S 826 miliony glob\u00e1ln\u00edch fanou\u0161k\u016f v roce 2024 a partnery jako AWS, Oracle, HP a Google je F1 m\u011b\u0159\u00edtkem pro ty, kte\u0159\u00ed cht\u011bj\u00ed komunikovat technologick\u00e9 veden\u00ed v glob\u00e1ln\u00edm m\u011b\u0159\u00edtku.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Jak vybrat spr\u00e1vnou sportovn\u00ed discipl\u00ednu pro sponzoring?<\/b>\r\n <\/h3>\r\n\r\n
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Volba mus\u00ed vych\u00e1zet z anal\u00fdzy vn\u00edman\u00fdch hodnot spojen\u00fdch s ka\u017edou discipl\u00ednou a jejich kompatibility s positioningem zna\u010dky. F1 = inovace a veden\u00ed; MotoGP = v\u00e1\u0161e\u0148 a emocion\u00e1ln\u00ed p\u0159\u00edstup; WSBK = technick\u00e1 kompetence a komunita; Vytrvalostn\u00ed\/Le Mans = spolehlivost a dlouhov\u011bkost. Vedouc\u00ed ot\u00e1zka zn\u00ed: vypr\u00e1v\u00ed tento sport stejn\u00fd p\u0159\u00edb\u011bh, kter\u00fd chceme vypr\u00e1v\u011bt? Teprve pak se hodnot\u00ed rozpo\u010det, dosah a aktivace.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Je MotoGP vhodn\u00e1 pro zna\u010dky, kter\u00e9 cht\u011bj\u00ed oslovit asijsk\u00e9 trhy?<\/b>\r\n <\/h3>\r\n\r\n
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Ano. MotoGP m\u00e1 mimo\u0159\u00e1dnou penetraci v oblasti Asie a Tichomo\u0159\u00ed \u2014 Indon\u00e9sie, Indie, Japonsko a Thajsko pat\u0159\u00ed k nejrelevantn\u011bj\u0161\u00edm trh\u016fm \u2014 a se 632 miliony glob\u00e1ln\u00edch fanou\u0161k\u016f v roce 2025 (+12 % oproti roku 2024) nab\u00edz\u00ed emocion\u00e1ln\u00ed p\u0159\u00edstup k t\u011bmto publik\u016fm, kter\u00fd jen m\u00e1lo jin\u00fdch motorsportov\u00fdch s\u00e9ri\u00ed m\u016f\u017ee zaru\u010dit. Pro zna\u010dky, kter\u00e9 cht\u011bj\u00ed budovat pov\u011bdom\u00ed a afinitu na rozv\u00edjej\u00edc\u00edch se trz\u00edch, p\u0159edstavuje MotoGP n\u00e1stroj positioningu, kter\u00fd je obt\u00ed\u017en\u00e9 nahradit.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Jak\u00fd je rozd\u00edl mezi fyzick\u00fdm positioningem loga a hodnotov\u00fdm positioningem?<\/b>\r\n <\/h3>\r\n\r\n
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Fyzick\u00fd positioning se t\u00fdk\u00e1 toho, kde se logo objevuje \u2014 na kombin\u00e9ze, motocyklu, v gar\u00e1\u017ei \u2014 a ur\u010duje m\u011b\u0159itelnou viditelnost (zobrazen\u00ed, share of voice). Hodnotov\u00fd positioning se t\u00fdk\u00e1 hodnotov\u00e9ho ekosyst\u00e9mu, se kter\u00fdm se zna\u010dka spojuje, a ur\u010duje dlouhodob\u00e9 kvalitativn\u00ed vn\u00edm\u00e1n\u00ed. Hodnotov\u00fd positioning (volba sportovn\u00ed discipl\u00edny) p\u0159edch\u00e1z\u00ed fyzick\u00e9mu positioningu (volba prostoru na vozidle nebo sportovci) a \u0159\u00edd\u00ed ho.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n M\u016f\u017ee RTR Sports Marketing pomoci s v\u00fdb\u011brem spr\u00e1vn\u00e9ho sponzoringu?<\/b>\r\n <\/h3>\r\n\r\n
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Ano. RTR Sports Marketing spolupracuje se zna\u010dkami v motorsportu nejvy\u0161\u0161\u00ed \u00farovn\u011b v\u00edce ne\u017e t\u0159icet let \u2014 Formule 1, MotoGP, WSBK, WEC\/Le Mans. N\u00e1\u0161 p\u0159\u00edstup v\u017edy za\u010d\u00edn\u00e1 anal\u00fdzou zna\u010dky, jej\u00edch c\u00edl\u016f a c\u00edlov\u00e9ho publika, aby bylo mo\u017en\u00e9 identifikovat discipl\u00ednu a sportovn\u00ed projekt nejkonzistentn\u011bj\u0161\u00ed s po\u017eadovan\u00fdm positioningem. Teprve pot\u00e9 jsou hodnoceny konkr\u00e9tn\u00ed p\u0159\u00edle\u017eitosti. Kontaktujte n\u00e1s pro \u00favodn\u00ed konzultaci.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n\n","protected":false},"excerpt":{"rendered":"

V dubnu 2024 se HP \u2014 Hewlett-Packard, spole\u010dnost, kter\u00e1 vynalezla gar\u00e1\u017e Silicon Valley \u2014 stala titul\u00e1rn\u00edm sponzorem Scuderia Ferrari ve Formuli 1. Modr\u00e9 logo kalifornsk\u00e9 spole\u010dnosti debutovalo na \u010derven\u00e9m zbarven\u00ed vozu v Miami, podpo\u0159en\u00e9 v\u00edceletou smlouvou a nov\u00fdm ofici\u00e1ln\u00edm n\u00e1zvem „Scuderia Ferrari HP“. Nen\u00ed to jen obchodn\u00ed dohoda: je to prohl\u00e1\u0161en\u00ed identity. HP sout\u011b\u017e\u00ed na […]<\/p>\n","protected":false},"author":2,"featured_media":189640,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20024,20026],"tags":[21429,22317,22318],"class_list":["post-295946","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportivo","category-sponsorizzazioni-sportive","tag-motogp-14","tag-polohovani","tag-sponzori"],"acf":[],"contentshake_article_id":"","yoast_head":"\nBrand Positioning a sportn\u00ed sponzoring: jak vybrat spr\u00e1vn\u00fd sport<\/title>\n<meta name=\"description\" content=\"Jak v\u00fdb\u011br sportovn\u00ed discipl\u00edny ur\u010duje positioning va\u0161\u00ed zna\u010dky. 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