{"id":295996,"date":"2025-07-10T13:40:47","date_gmt":"2025-07-10T11:40:47","guid":{"rendered":"https:\/\/rtrsports.com\/vyuziti-sponzoringu-jak-vyuzit-prava-na-obraz-v-komunikaci\/"},"modified":"2025-07-10T14:29:30","modified_gmt":"2025-07-10T12:29:30","slug":"vyuziti-sponzoringu-jak-vyuzit-prava-na-obraz-v-komunikaci","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/vyuziti-sponzoringu-jak-vyuzit-prava-na-obraz-v-komunikaci\/","title":{"rendered":"Vyu\u017eit\u00ed sponzoringu: jak vyu\u017e\u00edt pr\u00e1va na obraz v komunikaci"},"content":{"rendered":"<p><strong>Jak vyu\u017e\u00edt obrazov\u00e1 pr\u00e1va z\u00edskan\u00e1 na z\u00e1klad\u011b sponzorsk\u00e9 smlouvy k vytvo\u0159en\u00ed \u00fa\u010dinn\u00fdch marketingov\u00fdch a komunika\u010dn\u00edch pl\u00e1n\u016f, kter\u00e9 budou pro ve\u0159ejnost poutav\u00e9 a zaj\u00edmav\u00e9.<\/strong><\/p>\n<p>N\u011bkolikr\u00e1t jsme na t\u011bchto str\u00e1nk\u00e1ch uvedli, \u017ee skute\u010dn\u00fd kl\u00ed\u010dov\u00fd faktor sportovn\u00edho sponzoringu spo\u010d\u00edv\u00e1 ve <strong>vyu\u017e\u00edv\u00e1n\u00ed<\/strong>. Opakovan\u011b tak\u00e9 \u0159\u00edk\u00e1me, \u017ee <strong>zviditeln\u011bn\u00ed, kter\u00e9 sponzoring p\u0159in\u00e1\u0161\u00ed<\/strong>, nen\u00ed ni\u010d\u00edm jin\u00fdm ne\u017e \u0161pi\u010dkou mnohem v\u011bt\u0161\u00edho ledovce a \u017ee i programy s velmi mal\u00fdm nebo \u017e\u00e1dn\u00fdm zviditeln\u011bn\u00edm mohou spole\u010dnosti zapojen\u00e9 do sponzoringu p\u0159in\u00e9st velk\u00fd prosp\u011bch.<\/p>\n<p>Je \u010das j\u00edt hloub\u011bji a podrobn\u011bji a uk\u00e1zat, <strong>jak lze sponzoring efektivn\u011b vyu\u017e\u00edt v komunikaci<\/strong>.<\/p>\n<h2>Pr\u00e1va k obr\u00e1zk\u016fm<\/h2>\n<p>Vr\u00e1t\u00edme-li se k na\u0161\u00ed zn\u00e1m\u00e9 definici, vysv\u011btl\u00edme si <strong>sponzoring jako z\u00edsk\u00e1n\u00ed pr\u00e1v s<\/strong> n\u00e1slednou pen\u011b\u017en\u00ed kompenzac\u00ed ve zbo\u017e\u00ed a\/nebo slu\u017eb\u00e1ch, kter\u00e9 vypl\u00fdvaj\u00ed z p\u0159\u00edslu\u0161nosti nebo spojen\u00ed s produktem, s t\u00fdmem, s organizac\u00ed nebo s ud\u00e1lost\u00ed, jejich\u017e c\u00edlem je z\u00edsk\u00e1n\u00ed ekonomick\u00e9ho, marketingov\u00e9ho nebo imageov\u00e9ho prosp\u011bchu (Mullin, Hardy, 2014).<\/p>\n<p>Mullin a Hardy, auto\u0159i slavn\u00e9 <strong>knihy<em>Sportovn\u00ed marketing <\/em><\/strong>, d\u016frazn\u011b upozor\u0148uj\u00ed na velmi d\u016fle\u017eitou skute\u010dnost: sponzoring slou\u017e\u00ed k z\u00edsk\u00e1n\u00ed pr\u00e1v. Jedn\u00edm z nejpresti\u017en\u011bj\u0161\u00edch a nejd\u016fle\u017eit\u011bj\u0161\u00edch z nich je <strong>pr\u00e1vo pou\u017e\u00edvat jm\u00e9no, logo a image t\u00fdmu a sportovce pro komunika\u010dn\u00ed a marketingov\u00e9 \u00fa\u010dely<\/strong>. V podstat\u011b toto prohl\u00e1\u0161en\u00ed, kter\u00e9 najdete ve v\u0161ech nebo ve v\u011bt\u0161in\u011b sponzorsk\u00fdch smluv, umo\u017e\u0148uje:<\/p>\n<ul>\n<li><strong>Definujte svou spole\u010dnost<\/strong> jako &#8222;sponzora (nebo partnera) [n\u00e1zev sportovn\u00ed nemovitosti]&#8220; v komunika\u010dn\u00edch aktivit\u00e1ch, na webov\u00fdch str\u00e1nk\u00e1ch apod.<\/li>\n<li><strong>Mo\u017enost pou\u017e\u00edvat logo<\/strong> sportovn\u00ed ud\u00e1losti nebo t\u00fdmu na pap\u00ed\u0159e, videu, webu a dal\u0161\u00edch m\u00e9di\u00edch v souvislosti s firmou.<\/li>\n<li><strong>Mo\u017enost pou\u017e\u00edvat videa a fotografie<\/strong> sportovn\u00edho objektu pro komer\u010dn\u00ed a reklamn\u00ed aktivity, tiskoviny a podobn\u00e9 materi\u00e1ly.<\/li>\n<\/ul>\n<p>Jakkoli je to trivi\u00e1ln\u00ed, je t\u0159eba se vr\u00e1tit kz\u00e1kladu. Spole\u010dnosti, kter\u00e9 nejsou ofici\u00e1ln\u00edmi sponzory a kter\u00e9 nez\u00edskaly \u017e\u00e1dn\u00e9 marketingov\u00e9 v\u00fdhody, nemohou pou\u017e\u00edvat obr\u00e1zky\/loga nebo jm\u00e9na t\u00fdm\u016f, sportovc\u016f \u010di sportovn\u00edch ud\u00e1lost\u00ed. Odhl\u00e9dneme-li od teorie, nebude zkr\u00e1tka mo\u017en\u00e9 vytvo\u0159it reklamn\u00ed plak\u00e1t nebo reklamu s <strong>hr\u00e1\u010di Realu Madrid<\/strong>, <strong>LeBronem Jamesem<\/strong> nebo <strong>mistrovstv\u00edm sv\u011bta ve<\/strong> fotbale, ani\u017e byste byli ofici\u00e1ln\u00edm sponzorem.<\/p>\n<h2>V\u00fdhody<\/h2>\n<p><a href=\"https:\/\/rtrsports.com\/en\/blog\/sports-sponsorship-advantages-sponsorship-business\/\">V\u00fdhody pro sponzora, kter\u00fd<\/a> m\u016f\u017ee vyu\u017e\u00edvat pr\u00e1va na image t\u00fdmu nebo sportovc\u016f ve v\u0161ech sv\u00fdch komunika\u010dn\u00edch a marketingov\u00fdch pl\u00e1nech (nebo alespo\u0148 v t\u011bch, kter\u00e9 jsou uvedeny ve sponzorsk\u00e9 smlouv\u011b), jsou okam\u017eit\u011b jasn\u00e9 a je jich v\u00edce.<\/p>\n<p>Prvn\u00ed z nich je bezpochyby <strong>vysoce strategick\u00fd p\u0159\u00ednos v jak\u00e9mkoli typu komunikace<\/strong>. Mo\u017enost pou\u017e\u00edt jm\u00e9no a podobu<strong>slavn\u00fdch osobnost\u00ed<\/strong>, velmi <strong>popul\u00e1rn\u00edch t\u00fdm\u016f<\/strong> nebo ud\u00e1lost\u00ed znamen\u00e1, \u017ee reklamy a webov\u00e9 str\u00e1nky jsou <strong>okam\u017eit\u011b presti\u017en\u011bj\u0161\u00ed<\/strong>, <strong>p\u0159esv\u011bd\u010div\u011bj\u0161\u00ed a okam\u017eit\u011b poutav\u011bj\u0161\u00ed<\/strong>. P\u0159esn\u011b to d\u011bl\u00e1 <strong>Gillette<\/strong> (zn\u00e1m\u00e1 zna\u010dka holic\u00edch strojk\u016f) s vyu\u017eit\u00edm sv\u011btozn\u00e1m\u00e9ho fotbalisty <strong>Griezmana<\/strong>. Tot\u00e9\u017e ud\u011blal <strong>Fastweb<\/strong> s <strong>Valentinem <\/strong>Rossim a Hankook s Realem Madrid.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-18879\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/griezmann-2-3.png\" alt=\"\" width=\"600\" height=\"400\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3>P\u0159\u00edpadov\u00e1 studie sponzorstv\u00ed Hankook &#8211; Real Madrid<\/h3>\n<p><span title=\"\">Posledn\u00ed p\u0159\u00edpad je mimo\u0159\u00e1dn\u011b zaj\u00edmav\u00fd.<\/span> <span class=\"\" title=\"\">Korejsk\u00fd v\u00fdrobce pneumatik<strong>Hankook<\/strong> nem\u00e1 s Realem Madrid mnoho spole\u010dn\u00e9ho, a p\u0159esto je ofici\u00e1ln\u00edm sponzorem t\u00fdmu.<\/span> <span class=\"\" title=\"\">Sponzorstv\u00ed v tomto p\u0159\u00edpad\u011b &#8211; a n\u00e1sledn\u00e9 pou\u017eit\u00ed zna\u010dky <em><strong>merengues<\/strong><\/em> v komunikaci &#8211; m\u00e1 zapamatovatelnost a funkci &#8222;top-of-mind&#8220; a chce pneumatiku <strong>Hankook<\/strong> postavit do v\u00fdsadn\u00edho postaven\u00ed oproti konkurenci, kdy\u017e se spot\u0159ebitel\u00e9 budou rozhodovat.<\/span> <strong><span class=\"\" title=\"\">Pro\u010d toto rozhodnut\u00ed?<\/span><\/strong><\/p>\n<p>Pro b\u011b\u017en\u00e9ho spot\u0159ebitele je automobilov\u00e1 pneumatika t\u00edm, co marketing definuje jako zam\u011bniteln\u00e9 zbo\u017e\u00ed nebo n\u011bco rovnocenn\u00e9ho: nez\u00e1le\u017e\u00ed na tom, zda nasad\u00edte pneumatiku <strong>Pirelli,<\/strong> <strong>Continental,<\/strong> <strong>Hankook<\/strong> nebo <strong>Michelin.<\/strong> Obvykle se pneumatiky na vozidle m\u011bn\u00ed, kdy\u017e je to nutn\u00e9 z d\u016fvodu z\u00e1konn\u00fdch omezen\u00ed a d\u011bl\u00e1me to co nejrychleji a s co nejmen\u0161\u00edmi n\u00e1klady. Obvykle tuto volbu p\u0159enech\u00e1me &#8222;p\u0159edepisova\u010di&#8220;, tedy <strong>pneuservisu<\/strong>, a pros\u00edme ho, aby byl rychl\u00fd a levn\u00fd.<\/p>\n<p><strong>Hankook<\/strong> si je tohoto sc\u00e9n\u00e1\u0159e dokonale v\u011bdom a pokou\u0161\u00ed se zna\u010dku znovu uv\u00e9st na trh pomoc\u00ed sponzorsk\u00e9 strategie zam\u011b\u0159en\u00e9 na obrovsk\u00e9 pov\u011bdom\u00ed. Rozhodli se p\u0159ipojit k velmi presti\u017en\u00ed a zn\u00e1m\u00e9 sportovn\u00ed nemovitosti (jde o to, \u017ee Real Madrid zn\u00e1 ka\u017ed\u00fd, od velk\u00fdch fotbalov\u00fdch odborn\u00edk\u016f a\u017e po \u017eenu v dom\u00e1cnosti odvedle), aby m\u011bli jistotu, \u017ee zv\u00fd\u0161\u00ed pov\u011bdom\u00ed o sv\u00e9 zna\u010dce a vy\u0161plhaj\u00ed se na mnemotechnick\u00fd porcel\u00e1n spot\u0159ebitel\u016f. Kdy\u017e jdou spot\u0159ebitel\u00e9 k prodejci pneumatik, ot\u00e1zka &#8222;jak\u00e9 pneumatiky byste si p\u0159\u00e1li?&#8220; je pro n\u011b jako odpov\u011b\u010f. Pravd\u011bpodobn\u011b odpov\u00ed prvn\u00ed zna\u010dkou, na kterou si vzpomenou: Hankook.<\/p>\n<p>V tuto chv\u00edli se m\u016f\u017eeme pt\u00e1t, pro\u010d si Hankook m\u00edsto Realu Madrid, kter\u00fd se zab\u00fdv\u00e1 kop\u00e1n\u00edm do m\u00ed\u010de, nevybral stejn\u011b zn\u00e1m\u00e9 sportovn\u00ed vlastnosti, ale spojen\u00e9 se sv\u011btem motorsportu, jako je Ferrari nebo Yamaha MotoGP. Odpov\u011bd\u00ed je cel\u00e1 \u0159ada a na tomto m\u00edst\u011b nen\u00ed vhodn\u00e9 je v\u0161echny prohlubovat. V ka\u017ed\u00e9m p\u0159\u00edpad\u011b m\u016f\u017eeme \u0159\u00edci, \u017ee prvn\u00edm d\u016fvodem je, \u017ee produktov\u00e1 kategorie pneumatik nen\u00ed dostupn\u00e1 v \u0161ampion\u00e1tech jako <strong>MotoGP<\/strong> a <strong>Formule 1<\/strong>, kter\u00e9 jsou exkluzivitou pro Michelin na jedn\u00e9 stran\u011b a pro Pirelli na stran\u011b druh\u00e9.<\/p>\n<p>Za druh\u00e9 je t\u0159eba m\u00edt na pam\u011bti, \u017ee profil &#8222;marketingov\u00e9ho pracovn\u00edka&#8220;, kter\u00e9mu je v\u00fdrobek Hankook ur\u010den, se z\u00e1sadn\u011b li\u0161\u00ed. Ten, kdo se rozhoduje pro <strong>Pirelli<\/strong> nebo <strong>Michelin<\/strong>, si je toho v\u011bdom: nen\u00ed to p\u0159\u00edle\u017eitostn\u00fd spot\u0159ebitel a guma pro n\u011bj nen\u00ed zam\u011bniteln\u00e1, ale sp\u00ed\u0161e velmi od\u016fvodn\u011bn\u00e1 volba (extr\u00e9mn\u00ed je p\u0159\u00edpad motocyklist\u016f, kte\u0159\u00ed se s velkou d\u016fv\u011brou ptaj\u00ed na zna\u010dku, model, rozm\u011br a dokonce i rychlostn\u00ed k\u00f3d pneumatiky, kterou cht\u011bj\u00ed namontovat). Hankook tuto ambici v tomto bod\u011b sv\u00e9 strategie nem\u00e1. <strong>Podle na\u0161eho n\u00e1zoru<\/strong> se <strong>korejsk\u00e1 zna\u010dka<\/strong> nechce obracet na p\u0159\u00edli\u0161 technick\u00e9 publikum (kter\u00e9 by stejn\u011b dalo p\u0159ednost jin\u00fdm zna\u010dk\u00e1m), ale roz\u0161\u00ed\u0159it svou sp\u00e1dovou oblast.<\/p>\n<h2><a href=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/hankook-real-madrid-2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-18880\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/hankook-real-madrid-2.jpg\" alt=\"\" width=\"600\" height=\"335\" \/><\/a>P\u0159esun p\u0159es<\/h2>\n<p>Druhou bezprost\u0159edn\u00ed v\u00fdhodou vyu\u017eit\u00ed <strong>obrazov\u00fdch pr\u00e1v vypl\u00fdvaj\u00edc\u00edch ze sponzorstv\u00ed<\/strong> je okam\u017eit\u00e9 <strong>um\u00edst\u011bn\u00ed zna\u010dky,<\/strong> kter\u00e9 vych\u00e1z\u00ed p\u0159\u00edmo z hodnotov\u00e9ho syst\u00e9mu velk\u00fdch sportovn\u00edch nemovitost\u00ed. Napsat <strong>&#8222;Petronas, ofici\u00e1ln\u00ed partner t\u00fdmu AMG Mercedes F1&#8220;<\/strong> je n\u011bco zcela jin\u00e9ho ne\u017e napsat prost\u011b &#8222;Petronas&#8220;. Spolupr\u00e1ce s velmi v\u00fdznamn\u00fdm t\u00fdmem Formule 1, kter\u00fd je mezin\u00e1rodn\u00edm m\u011b\u0159\u00edtkem technologie, efektivity, rychlosti a v\u00fdkonu, p\u0159in\u00e1\u0161\u00ed stejn\u00e9 hodnoty p\u0159\u00edmo zna\u010dce a d\u00e1v\u00e1 j\u00ed okam\u017eit\u011b vy\u0161\u0161\u00ed status.<\/p>\n<p>Neli\u0161\u00ed se to od toho, co d\u011bl\u00e1 Reale Mutua s brank\u00e1\u0159em <strong>Gianluigi Buffonem<\/strong>. Buffon je samoz\u0159ejm\u011b zn\u00e1mou tv\u00e1\u0159\u00ed a okam\u017eit\u011b dod\u00e1v\u00e1 kampani na uzn\u00e1n\u00ed, ale stejn\u011b d\u016fle\u017eit\u00fd je zde i hodnotov\u00fd syst\u00e9m. Buffon je zku\u0161en\u00fd a spolehliv\u00fd brank\u00e1\u0159, kter\u00fd sv\u00e9mu t\u00fdmu nab\u00edz\u00ed velk\u00fd pocit ochrany. To v\u0161echno jsou pro poji\u0161\u0165ovnu velmi d\u016fle\u017eit\u00e9 vlastnosti. Paradoxn\u011b <strong>Higua\u00edn<\/strong> nebo <strong>Dybala<\/strong>, a\u010dkoli jsou stejn\u011b slavn\u00ed, by se do n\u011bj nehodili stejn\u00fdm zp\u016fsobem.<\/p>\n<p>Ale pozor: tento hodnotov\u00fd syst\u00e9m nen\u00ed autoritativn\u00ed hedonistickou preferenc\u00ed marketingov\u00fdch teoretik\u016f. Je to v\u0161echno naopak: je to ten, kter\u00fd podporuje <strong>historick\u00e9 sponzorstv\u00ed,<\/strong> nap\u0159\u00edklad <strong>Prada a Luna Rossa<\/strong>, <strong>Cadillac a PGA<\/strong>, <strong>Barilla a n\u00e1rodn\u00ed gymnastick\u00fd<\/strong> t\u00fdm a mnoho dal\u0161\u00edch.<\/p>\n<p>Mezi <strong><a href=\"https:\/\/rtrsports.com\/en\/blog\/advantages-sports-sponsorships\/\">v\u00fdhody sponzoringu<\/a><\/strong> mus\u00edme jist\u011b za\u0159adit i <strong>pohodl\u00ed mezin\u00e1rodn\u00ed komunikace<\/strong>. Vytvo\u0159it reklamn\u00ed kampa\u0148, jej\u00edm\u017e protagonistou je slavn\u00fd \u0161ampion zn\u00e1m\u00fd po cel\u00e9m sv\u011bt\u011b, umo\u017e\u0148uje komunikovat jedine\u010dn\u00fdm a konzistentn\u00edm zp\u016fsobem po cel\u00e9m sv\u011bt\u011b, ani\u017e by bylo nutn\u00e9 ji region od regionu sni\u017eovat.<\/p>\n<p>V neposledn\u00ed \u0159ad\u011b jde o <strong>\u010distou presti\u017e<\/strong>a snahu zd\u016fraznit postaven\u00ed zna\u010dky vedle jin\u00fdch pr\u00e9miov\u00fdch zna\u010dek. Bez ohledu na hodnotov\u00fd syst\u00e9m slova<strong>&#8222;ofici\u00e1ln\u00ed partner Scuderia Ferrari<\/strong>&#8222;, <strong>&#8222;ofici\u00e1ln\u00ed sponzor FC Barcelona<\/strong>&#8222;,<strong>&#8222;ofici\u00e1ln\u00ed sponzor italsk\u00e9ho n\u00e1rodn\u00edho fotbalov\u00e9ho t\u00fdmu<\/strong>&#8220; zna\u010dku v p\u0159edstav\u00e1ch spot\u0159ebitel\u016f okam\u017eit\u011b vynesou nahoru. Pokud je partnerem tak v\u00fdznamn\u00e9ho t\u00fdmu, znamen\u00e1 to, \u017ee tato zna\u010dka je tak\u00e9 d\u016fle\u017eit\u00e1, a tud\u00ed\u017e sympati\u010dt\u011bj\u0161\u00ed ne\u017e konkurence.<\/p>\n<h2>Praktick\u00e9 aplikace<\/h2>\n<p>Aplikace tohoto principu jsou potenci\u00e1ln\u011b nekone\u010dn\u00e9 a mus\u00ed b\u00fdt velmi pe\u010dliv\u011b vyhodnoceny osobami, kter\u00e9 se pod\u00edlej\u00ed na aktiva\u010dn\u00edch cest\u00e1ch (agentury jsou d\u00edky sv\u00fdm p\u0159edchoz\u00edm zku\u0161enostem v tomto typu deklinac\u00ed velmi zku\u0161en\u00e9). Ve skute\u010dnosti hroz\u00ed riziko, \u017ee nevyu\u017eijeme ve\u0161ker\u00fd potenci\u00e1l, kter\u00fd tato p\u0159\u00edle\u017eitost nab\u00edz\u00ed, a nesklid\u00edme v\u0161echny plody, kter\u00e9 by byly na dosah ruky.<\/p>\n<p><strong>Ty nejzku\u0161en\u011bj\u0161\u00ed zna\u010dky<\/strong> si uv\u011bdomuj\u00ed, \u017ee ka\u017ed\u00fd n\u00e1stroj identity zna\u010dky m\u016f\u017ee b\u00fdt prost\u0159edkem pro vyu\u017eit\u00ed sponzoringu, a proto <strong>se nau\u010dily vyu\u017e\u00edvat obrazov\u00e1 pr\u00e1va k nekone\u010dn\u00e9mu mno\u017estv\u00ed podpor<\/strong>. Od <strong>vizitek<\/strong> po <strong>powerpointov\u00e9 prezentace<\/strong> se sportovn\u00edm n\u00e1pisem &#8222;ofici\u00e1ln\u00ed partner&#8220;, od ob\u00e1lek s podobiznou slavn\u00fdch sportovc\u016f po POP materi\u00e1ly v obchodech s podobiznou velk\u00e9ho \u0161ampiona; <a href=\"https:\/\/rtrsports.com\/en\/blog\/whats-sponsorship-plan\/\"><strong>p\u0159\u00edle\u017eitosti jsou nekone\u010dn\u00e9<\/strong><\/a>. V naprosto ctnostn\u00fdch p\u0159\u00edpadech nese ozna\u010den\u00ed &#8222;Official Sponsor of&#8220; tak\u00e9 firemn\u00ed podpis na e-mailech.<\/p>\n<p>Pravdou je, \u017ee n\u011bkter\u00e1 pou\u017eit\u00ed jsou rozhodn\u011b \u010dast\u011bj\u0161\u00ed ne\u017e jin\u00e1 a mohou p\u0159edstavovat po\u010d\u00e1te\u010dn\u00ed r\u00e1mec strategie vyu\u017e\u00edv\u00e1n\u00ed pr\u00e1v k obrazu:<\/p>\n<p><strong>TV REKLAMY:<\/strong> Nejlep\u0161\u00ed vyu\u017eit\u00ed obrazov\u00fdch pr\u00e1v je jist\u011b to, kter\u00e9 p\u0159in\u00e1\u0161\u00ed sponzoring v nejobl\u00edben\u011bj\u0161\u00edm komunika\u010dn\u00edm prost\u0159edku za posledn\u00edch sto let: TELEVIZE. Sportovci, ud\u00e1losti a velk\u00e9 t\u00fdmy se mohou st\u00e1t p\u0159edm\u011btem nezapomenuteln\u00e9 a snadno vir\u00e1ln\u00ed reklamy d\u00edky okam\u017eit\u00e9mu p\u0159enosu na YouTube a webov\u00fdch kan\u00e1lech. Ale pozor: pokud je pravda, \u017ee m\u016f\u017eete pro svou reklamu vyu\u017e\u00edt sportovce, neznamen\u00e1 to, \u017ee nebudete muset platit n\u00e1klady na v\u00fdrobu. Budete ekonomicky za a mus\u00edte v\u0161e re\u017e\u00edrovat, produkovat, zve\u0159ejnit a sest\u0159\u00edhat.<\/p>\n<p><strong>TISK:<\/strong> V\u00fd\u0161e uveden\u00e9 se samoz\u0159ejm\u011b vztahuje i na plak\u00e1ty, noviny, billboardy, kter\u00e9 se \u0161\u00ed\u0159\u00ed po m\u011bstech, a \u010dasopisy v\u0161eho druhu.<\/p>\n<p><strong>SOCI\u00c1LN\u00cd M\u00c9DIA<\/strong>: Zna\u010dky p\u0159\u00edli\u0161 \u010dasto podce\u0148ovaly mo\u017enost vyu\u017e\u00edvat videa, z\u00e1b\u011bry a obr\u00e1zky na sv\u00fdch soci\u00e1ln\u00edch m\u00e9di\u00edch. Sport na nejvy\u0161\u0161\u00ed \u00farovni je nesm\u00edrn\u011b popul\u00e1rn\u00edm t\u00e9matem a zdrojem nekone\u010dn\u00fdch diskus\u00ed a zapojen\u00ed na internetu a lze jej vyu\u017e\u00edt jako t\u00e9ma k zapln\u011bn\u00ed profil\u016f a str\u00e1nek spole\u010dnosti.<\/p>\n<p><strong>SOUT\u011a\u017dE A LOSOV\u00c1N\u00cd<\/strong>: Sout\u011b\u017ee nebo sout\u011b\u017ee jsou \u010dasto vyu\u017e\u00edv\u00e1ny spole\u010dnostmi jako propaga\u010dn\u00ed prost\u0159edek. Jsou prov\u00e1d\u011bny intern\u011b mezi prodejci nebo extern\u011b mezi \u0161irokou ve\u0159ejnost\u00ed s c\u00edlem zv\u00fd\u0161it anga\u017eovanost. Nen\u00ed v\u0161ak nap\u0159\u00edklad mo\u017en\u00e9 vyhl\u00e1sit sout\u011b\u017e s n\u00e1zvem &#8222;Vyhrajte Velkou cenu It\u00e1lie&#8220;, pokud nejste sponzorem MotoGP nebo F1, stejn\u011b jako nelze napsat &#8222;Vyhrajte fin\u00e1le Wimbledonu&#8220;, ani\u017e byste byli sponzorem WTA nebo ATP<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>UPOZORN\u011aN\u00cd: ochrann\u00e9 zn\u00e1mky, obr\u00e1zky a aktivace pou\u017eit\u00e9 v tomto \u010dl\u00e1nku nepoch\u00e1zej\u00ed v\u017edy p\u0159\u00edmo z na\u0161\u00ed pr\u00e1ce a jsou pou\u017eity pouze pro ilustra\u010dn\u00ed \u00fa\u010dely.<br \/>\nPokud v\u00e1s zaj\u00edm\u00e1 n\u011bco o sportovn\u00edm marketingu a sponzoringu, kontaktujte n\u00e1s na adrese <a href=\"mailto:info@rtrsports.com\"><strong>info@rtrsports.com<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Jak vyu\u017e\u00edt obrazov\u00e1 pr\u00e1va z\u00edskan\u00e1 na z\u00e1klad\u011b sponzorsk\u00e9 smlouvy k vytvo\u0159en\u00ed \u00fa\u010dinn\u00fdch marketingov\u00fdch a komunika\u010dn\u00edch pl\u00e1n\u016f, kter\u00e9 budou pro ve\u0159ejnost poutav\u00e9 a zaj\u00edmav\u00e9. N\u011bkolikr\u00e1t jsme na t\u011bchto str\u00e1nk\u00e1ch uvedli, \u017ee skute\u010dn\u00fd kl\u00ed\u010dov\u00fd faktor sportovn\u00edho sponzoringu spo\u010d\u00edv\u00e1 ve vyu\u017e\u00edv\u00e1n\u00ed. Opakovan\u011b tak\u00e9 \u0159\u00edk\u00e1me, \u017ee zviditeln\u011bn\u00ed, kter\u00e9 sponzoring p\u0159in\u00e1\u0161\u00ed, nen\u00ed ni\u010d\u00edm jin\u00fdm ne\u017e \u0161pi\u010dkou mnohem v\u011bt\u0161\u00edho ledovce a [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":189541,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20230,20229],"tags":[],"class_list":["post-295996","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing","category-sportovni-sponzoring"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Vyu\u017eit\u00ed sponzoringu: jak vyu\u017e\u00edt pr\u00e1va na obraz v komunikaci<\/title>\n<meta name=\"description\" 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