{"id":296048,"date":"2025-07-10T14:37:48","date_gmt":"2025-07-10T12:37:48","guid":{"rendered":"https:\/\/rtrsports.com\/sponzoring-co-se-stane-kdyz-vas-tym-nevyhraje\/"},"modified":"2026-09-09T19:21:02","modified_gmt":"2026-09-09T17:21:02","slug":"sponzoring-co-se-stane-kdyz-vas-tym-nevyhraje","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/sponzoring-co-se-stane-kdyz-vas-tym-nevyhraje\/","title":{"rendered":"Sportovn\u00ed sponzoring: co se opravdu stane, kdy\u017e v\u00e1\u0161 t\u00fdm nevyhraj\u00ed?"},"content":{"rendered":"

P\u0159edstavte si tuto sc\u00e9nu. Je ned\u011bln\u00ed odpoledne a v\u00e1\u0161 marketingov\u00fd t\u00fdm up\u0159en\u011b hled\u00ed na obrazovku. Auto s va\u0161\u00edm logem je na dvan\u00e1ct\u00e9m m\u00edst\u011b, minutu za vedouc\u00edm. N\u011bkdo v m\u00edstnosti za\u010d\u00edn\u00e1 kl\u00e1st nep\u0159\u00edjemn\u00e9 ot\u00e1zky.<\/p>\n

A p\u0159itom to auto pr\u00e1v\u011b sou\u010dasn\u011b prolet\u011blo p\u0159ed miliony televizor\u016f ve stovk\u00e1ch zem\u00ed \u2014 p\u0159ed z\u00e1kladnou fanou\u0161k\u016f, kter\u00e1 jen ve Formuli 1 dos\u00e1hla v roce 2024 826,5 milionu lid\u00ed, podle dat Nielsen Sports. Spr\u00e1vn\u00e1 ot\u00e1zka tedy nen\u00ed: „vyhr\u00e1l n\u00e1\u0161 t\u00fdm?“ Spr\u00e1vn\u00e1 ot\u00e1zka je: byla na\u0161e zna\u010dka tam, kde se lid\u00e9 d\u00edvali?<\/strong><\/p>\n

Sport jako sc\u00e9na, ne loterie o podium<\/h2>\n

Ve sportovn\u00edm sponzoringu p\u0159etrv\u00e1v\u00e1 z\u00e1sadn\u00ed nedorozum\u011bn\u00ed: p\u0159edstava, \u017ee n\u00e1vratnost investice z\u00e1vis\u00ed p\u0159\u00edmo na um\u00edst\u011bn\u00ed v klasifikaci. \u017de sponzo\u0159i a t\u00fdmy by m\u011bly sv\u016fj vztah v\u00e1zat na sportovn\u00ed v\u00fdkon, jako by s\u00e1zely na kon\u011b v dostiz\u00edch. Tak to nefunguje. A \u010d\u00edsla to dokazuj\u00ed.<\/p>\n

Zna\u010dka vstupuj\u00edc\u00ed do Formule 1 nes\u00e1z\u00ed na to, kdo vyhraje Velkou cenu. Kupuje si p\u0159\u00edstup k medi\u00e1ln\u00edmu ekosyst\u00e9mu s 826,5 milionu glob\u00e1ln\u00edch fanou\u0161k\u016f v roce 2024 \u2014 r\u016fst p\u0159es 10 % oproti p\u0159edchoz\u00edmu roku. Propojuje sv\u00e9 jm\u00e9no se syst\u00e9mem hodnot: rychlost, inovace, p\u0159esnost, odhodl\u00e1n\u00ed. Hodnoty, kter\u00e9 se nem\u011bn\u00ed podle toho, kdo p\u0159ejede c\u00edlovou \u010d\u00e1ru jako prvn\u00ed.<\/p>\n

Stejn\u00fd princip plat\u00ed pro MotoGP, kde glob\u00e1ln\u00ed z\u00e1kladna fanou\u0161k\u016f v roce 2025 dos\u00e1hla 632 milion\u016f lid\u00ed, s r\u016fstem 12 % oproti p\u0159edchoz\u00edmu roku. Tato \u010d\u00edsla nepat\u0159\u00ed jen t\u00fdmu, kter\u00fd vyhr\u00e1l \u0161ampion\u00e1t: pat\u0159\u00ed cel\u00e9mu cirkusu, v\u0161em t\u00fdm\u016fm, kter\u00e9 ten rok z\u00e1vodily, v\u0161em zna\u010dk\u00e1m, kter\u00e9 byly p\u0159\u00edtomny na motocyklech, kombin\u00e9z\u00e1ch a boxech.<\/p>\n

Paradox st\u0159edu pole: v\u00edce hodnoty, ne\u017e se zd\u00e1<\/h2>\n

Williams Racing je jedn\u00edm z nejv\u00fdmluvn\u011bj\u0161\u00edch p\u0159\u00edklad\u016f posledn\u00edch let. Britsk\u00fd t\u00fdm \u2014 osm titul\u016f Mistr\u016f sv\u011bta konstrukt\u00e9r\u016f, hist\u00f3ria a fanou\u0161kovsk\u00e9 z\u00e1kladny p\u0159esahuj\u00edc\u00ed generace \u2014 pro\u017e\u00edval dlouh\u00e9 obdob\u00ed sportovn\u00edch obt\u00ed\u017e\u00ed: \u017e\u00e1dn\u00e9 v\u00edt\u011bzstv\u00ed od roku 2012, chronick\u00e9 um\u00eds\u0165ov\u00e1n\u00ed v poli st\u0159edu. P\u0159esto v roce 2024 podepsal nebo obnovil smlouvy s partnery jako Komatsu (pr\u016fmyslov\u00fd gigant s obratem 20 miliard dolar\u016f), Atlassian, PUMA a Michelob Ultra. Celkov\u00e1 hodnota t\u00fdmu byla odhadnuta na 2,14 miliardy dolar\u016f.<\/p>\n

Pro\u010d se zna\u010dka rozhodne investovat do t\u00fdmu, kter\u00fd nev\u00edt\u011bz\u00ed? Proto\u017ee pochopila \u2014 l\u00e9pe ne\u017e mnoho marketingov\u00fdch rozhodovatel\u016f \u2014 \u017ee hodnota nen\u00ed v trofej\u00edch: je v glob\u00e1ln\u00ed pozornosti a kvalit\u011b asociace<\/strong>. Williams nen\u00ed jen t\u00fdm v obt\u00ed\u017e\u00edch: je to p\u0159\u00edb\u011bh, d\u011bdictv\u00ed, fanou\u0161kovsk\u00e1 z\u00e1kladna, kter\u00e1 p\u0159etrv\u00e1v\u00e1 des\u00edtky let. A jde o privilegovan\u00fd p\u0159\u00edstup k publiku, kter\u00e9 \u017e\u00e1dn\u00fd tradi\u010dn\u00ed reklamn\u00ed kan\u00e1l nedos\u00e1hne se stejnou emocion\u00e1ln\u00ed intenzitou.<\/p>\n

Tuto dynamiku lze definovat s p\u0159esnost\u00ed: nazv\u011bme ji kapit\u00e1l v\u00e1\u0161n\u011b<\/strong>. Hodnota, kterou sponzor z\u00edsk\u00e1v\u00e1, nepoch\u00e1z\u00ed pouze ze srovn\u00e1vac\u00ed tabulky, ale z intenzity emocion\u00e1ln\u00edho pouta mezi fanou\u0161ky a t\u00fdmem \u2014 pouta, kter\u00e9 p\u0159e\u017e\u00edv\u00e1 t\u011b\u017ek\u00e9 sez\u00f3ny, upev\u0148uje se skrze protivenstv\u00ed a neresetuje se na konci \u0161ampion\u00e1tu.<\/p>\n

Loajalita, kterou tabulka neot\u0159ese<\/h2>\n

Existuje n\u011bco, co sport buduje po dek\u00e1dy a co \u017e\u00e1dn\u00fd negativn\u00ed sportovn\u00ed v\u00fdsledek nedok\u00e1\u017ee zbortit: emocion\u00e1ln\u00ed pouto mezi fanou\u0161kem a jeho t\u00fdmem<\/a>.<\/p>\n

Toto pouto je vytvo\u0159eno z dres\u016f no\u0161en\u00fdch od d\u011btstv\u00ed, z ned\u011bl\u00ed budovan\u00fdch kolem z\u00e1vodu, z n\u011b\u010deho, co pat\u0159\u00ed v\u00edc k identit\u011b ne\u017e k v\u00fdsledku. Fanou\u0161ek sleduj\u00edc\u00ed t\u00fdm st\u0159edu pole ve Formuli 1 nen\u00ed m\u00e9n\u011b loaj\u00e1ln\u00ed ne\u017e fanou\u0161ek dominantn\u00edho t\u00fdmu. \u010casto je loaj\u00e1ln\u011bj\u0161\u00ed \u2014 proto\u017ee jeho podpora nen\u00ed podm\u00edn\u011bna \u00fasp\u011bchem, ale p\u0159etrv\u00e1v\u00e1 bez ohledu na v\u00fdsledky.<\/p>\n

Pro zna\u010dku to znamen\u00e1 n\u011bco velmi konkr\u00e9tn\u00edho: b\u00fdt spojen s t\u00fdmem znamen\u00e1 m\u00edt p\u0159\u00edstup k tomuto emocion\u00e1ln\u00edmu vztahu. Nikoli k v\u00edt\u011bzstv\u00ed samotn\u00e9mu, ale k v\u00e1\u0161ni, kterou v\u00edt\u011bzstv\u00ed nem\u016f\u017ee koupit \u2014 a kterou t\u011b\u017ek\u00e1 obdob\u00ed paradoxn\u011b \u010din\u00ed autenti\u010dt\u011bj\u0161\u00ed.<\/p>\n

Vid\u011bli jsme partnerstv\u00ed trvaj\u00edc\u00ed dvacet, t\u0159icet let: p\u0159es hr\u016fzn\u00e9 sez\u00f3ny, zm\u011bny pravidel, tr\u017en\u00ed krize. D\u016fvodem nen\u00ed iracion\u00e1ln\u00ed firemn\u00ed loajalita: je to proto, \u017ee tyto spole\u010dnosti vybudovaly aktiva\u010dn\u00ed program schopn\u00fd generovat hodnotu nez\u00e1visle na klasifikaci. Nep\u0159etr\u017eit\u00e1 komunikace, hospitality, obsah, B2B vztahy rozv\u00edjen\u00e9 v paddocku \u2014 n\u00e1stroje, kter\u00e9 funguj\u00ed v\u017edy, nejen tehdy, kdy\u017e auto vede z\u00e1vodn\u00ed pole.<\/p>\n

Co konkr\u00e9tn\u011b d\u011blat, kdy\u017e t\u00fdm nev\u00edt\u011bz\u00ed<\/h2>\n

Taktick\u00e1 reakce na zklam\u00e1vaj\u00edc\u00ed sez\u00f3nu nen\u00ed opu\u0161t\u011bn\u00ed partnersk\u00e9ho vztahu. Je to pr\u00e1ce na aktivaci.<\/p>\n

Sponzor, kter\u00fd omezuje svou p\u0159\u00edtomnost na logo na p\u0159\u00eddi vozu, je t\u00e9m\u011b\u0159 zcela z\u00e1visl\u00fd na sportovn\u00edch v\u00fdsledc\u00edch pro svou viditelnost. Sponzor, kter\u00fd buduje komplexn\u00ed program \u2014 digit\u00e1ln\u00ed obsah vypr\u00e1v\u011bj\u00edc\u00ed p\u0159\u00edb\u011bh t\u00fdmu, hospitality, kter\u00e1 p\u0159iv\u00e1d\u00ed kl\u00ed\u010dov\u00e9 klienty do paddocku, intern\u00ed iniciativy zapojuj\u00edc\u00ed zam\u011bstnance, B2B partnerstv\u00ed rozvinut\u00e1 d\u00edky sportovn\u00ed s\u00edti vztah\u016f \u2014 tento sponzor extrahuje hodnotu z partnersk\u00e9ho vztahu bez ohledu na to, kde auto dor\u00e1\u017e\u00ed v z\u00e1vod\u011b.<\/p>\n

Sportovn\u00ed sponzoring<\/strong><\/a> nen\u00ed losov\u00e1k: je to motor. A jako ka\u017ed\u00fd motor produkuje v\u00fdkon pouze tehdy, kdy\u017e je spu\u0161t\u011bn, nap\u00e1jen pl\u00e1nem a doprov\u00e1zen odbornost\u00ed a z\u00e1m\u011brem.<\/p>\n

Outsider m\u00e1 narativ, kter\u00fd dominantn\u00ed t\u00fdm nem\u00e1<\/h2>\n

V\u00fdzkum spot\u0159ebitelsk\u00e9ho chov\u00e1n\u00ed posledn\u00edch let potvrdil jednu v\u011bc: autenti\u010dnost rezonuje v\u00edce ne\u017e dokonalost.<\/p>\n

Zna\u010dka spojen\u00e1 s t\u00fdmem, kter\u00fd bojuje, kter\u00fd se zved\u00e1 po t\u011b\u017ek\u00e9 sez\u00f3n\u011b, kter\u00fd prokazuje odolnost a charakter \u2014 tato zna\u010dka komunikuje n\u011bco, co dominantn\u00ed t\u00fdm nedok\u00e1\u017ee p\u0159edat stejn\u00fdm zp\u016fsobem. Outsider m\u00e1 narativ. Boj je srozumiteln\u011bj\u0161\u00ed ne\u017e snadn\u00e9 v\u00edt\u011bzstv\u00ed. Div\u00e1ci se ztoto\u017e\u0148uj\u00ed s t\u00fdmy, kter\u00e9 bojuj\u00ed \u2014 ne navzdory obt\u00ed\u017e\u00edm, ale pr\u00e1v\u011b proto, \u017ee je p\u0159ekon\u00e1vaj\u00ed.<\/p>\n

Nen\u00ed n\u00e1hodou, \u017ee n\u011bkter\u00e9 z nejvlivn\u011bj\u0161\u00edch sponzorsk\u00fdch p\u0159\u00edb\u011bh\u016f posledn\u00edch let vznikly po boku t\u00fdm\u016f, kter\u00e9 nebyly v roli favorit\u016f \u2014 ale m\u011bly co \u0159\u00edct. N\u011bco, s \u010d\u00edm se zna\u010dka mohla skute\u010dn\u011b ztoto\u017enit a co div\u00e1ci mohli skute\u010dn\u011b c\u00edtit.<\/p>\n\n

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\u010cast\u00e9 dotazy o sportovn\u00edm sponzoringu<\/b><\/h2>\r\n \r\n
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\r\n M\u00e1 smysl investovat do sponzoringu, pokud t\u00fdm nen\u00ed mezi favority?<\/b>\r\n <\/h3>\r\n\r\n
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Ano. Hodnota sportovn\u00edho sponzoringu nez\u00e1vis\u00ed pouze na podiu: z\u00e1vis\u00ed na p\u0159\u00edstupu k v\u00e1\u0161niv\u00e9 a loaj\u00e1ln\u00ed glob\u00e1ln\u00ed fanou\u0161kovsk\u00e9 z\u00e1kladn\u011b, na asociaci zna\u010dky s hodnotami jako odhodl\u00e1n\u00ed, inovace a autenticita, a na kvalit\u011b aktiva\u010dn\u00edho programu vybudovan\u00e9ho kolem partnerstv\u00ed. T\u00fdmy st\u0159edu pole ve Formuli 1 a MotoGP p\u0159itahuj\u00ed a udr\u017euj\u00ed mezin\u00e1rodn\u00ed partnery po cel\u00e9 roky, pr\u00e1v\u011b proto, \u017ee generovan\u00e1 hodnota daleko p\u0159esahuje klasifikaci.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Jak se m\u011b\u0159\u00ed n\u00e1vratnost sponzoringu s nev\u00edt\u011bz\u00edc\u00edm t\u00fdmem?<\/b>\r\n <\/h3>\r\n\r\n
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Relevantn\u00ed KPI jsou: medi\u00e1ln\u00ed viditelnost (expozice loga v televizn\u00edch p\u0159enosech, digit\u00e1ln\u011b a na soci\u00e1ln\u00edch s\u00edt\u00edch), brand awareness a brand sentiment v c\u00edlov\u00e9m publiku, B2B p\u0159\u00edle\u017eitosti generovan\u00e9 prost\u0159ednictv\u00edm hospitality a s\u00edt\u011b vztah\u016f v paddocku, a dopad na intern\u00ed kulturu spole\u010dnosti. V\u00edt\u011bzstv\u00ed zvy\u0161uj\u00ed nad\u0161en\u00ed a spont\u00e1nn\u00ed medi\u00e1ln\u00ed pokryt\u00ed, ale nejsou jedin\u00fdm hnac\u00edm faktorem t\u011bchto metrik.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Co odli\u0161uje aktivn\u00ed sponzoring od pasivn\u00edho?<\/b>\r\n <\/h3>\r\n\r\n
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Pasivn\u00ed sponzoring se omezuje na logo na voze nebo motocyklu: viditelnost z\u00e1vis\u00ed t\u00e9m\u011b\u0159 v\u00fdlu\u010dn\u011b na sportovn\u00edch v\u00fdsledc\u00edch. Aktivn\u00ed sponzoring buduje aktiva\u010dn\u00ed program \u2014 obsah, hospitality, B2B iniciativy, integrovanou komunikaci \u2014 kter\u00fd generuje hodnotu pro zna\u010dku nez\u00e1visle na z\u00e1vodn\u00edch v\u00fdsledc\u00edch. Nejdlouhodob\u011bj\u0161\u00ed a nejv\u00fdnosn\u011bj\u0161\u00ed partnerstv\u00ed jsou t\u00e9m\u011b\u0159 v\u017edy toho druh\u00e9ho typu.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Jak dlouho pr\u016fm\u011brn\u011b trvaj\u00ed sponzorsk\u00e1 partnerstv\u00ed v motorsportu?<\/b>\r\n <\/h3>\r\n\r\n
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Solidn\u00ed partnerstv\u00ed v motorsportu trvaj\u00ed \u010dasto v\u00edce ne\u017e p\u011bt let a desetilet\u00e1 ujedn\u00e1n\u00ed nejsou v\u00fdjimkou. Kontinuita je konkuren\u010dn\u00ed v\u00fdhoda: v\u00fdzkum ukazuje, \u017ee div\u00e1ci vn\u00edmaj\u00ed jako autenti\u010dt\u011bj\u0161\u00ed stabiln\u00ed p\u0159\u00edtomnost v \u010dase oproti sponzor\u016fm, kte\u0159\u00ed se m\u011bn\u00ed ka\u017edou sez\u00f3nu. Dlouhov\u011bkost sama o sob\u011b signalizuje hodnotu pro spot\u0159ebitele.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Je sponzoring ve Formuli 1 nebo MotoGP vhodn\u00fd i pro zna\u010dky B2B?<\/b>\r\n <\/h3>\r\n\r\n
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Rozhodn\u011b ano. Mnoz\u00ed z nejaktivn\u011bj\u0161\u00edch sponzor\u016f v motorsportu jsou B2B zna\u010dky \u2014 technologick\u00e9, logistick\u00e9, finan\u010dn\u00ed a energetick\u00e9 spole\u010dnosti \u2014 kter\u00e9 vyu\u017e\u00edvaj\u00ed prost\u0159ed\u00ed paddocku k rozvoji obchodn\u00edch vztah\u016f na vysok\u00e9 \u00farovni, k pozicionov\u00e1n\u00ed jako inov\u00e1to\u0159i ve sv\u00e9m odv\u011btv\u00ed, a k p\u0159\u00edstupu do s\u00edt\u00ed rozhodovatel\u016f, kter\u00e9 by tradi\u010dn\u00edmi kan\u00e1ly nebyly dosa\u017eiteln\u00e9. Hospitality na Grand Prix je velmi konkr\u00e9tn\u00edm n\u00e1strojem business developmentu, nejen p\u0159\u00edle\u017eitost\u00ed ke zviditeln\u011bn\u00ed.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

P\u0159edstavte si tuto sc\u00e9nu. Je ned\u011bln\u00ed odpoledne a v\u00e1\u0161 marketingov\u00fd t\u00fdm up\u0159en\u011b hled\u00ed na obrazovku. Auto s va\u0161\u00edm logem je na dvan\u00e1ct\u00e9m m\u00edst\u011b, minutu za vedouc\u00edm. N\u011bkdo v m\u00edstnosti za\u010d\u00edn\u00e1 kl\u00e1st nep\u0159\u00edjemn\u00e9 ot\u00e1zky. A p\u0159itom to auto pr\u00e1v\u011b sou\u010dasn\u011b prolet\u011blo p\u0159ed miliony televizor\u016f ve stovk\u00e1ch zem\u00ed \u2014 p\u0159ed z\u00e1kladnou fanou\u0161k\u016f, kter\u00e1 jen ve Formuli 1 […]<\/p>\n","protected":false},"author":2,"featured_media":189467,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20026],"tags":[],"class_list":["post-296048","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sponsorizzazioni-sportive"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSportovn\u00ed sponzoring: co se stane, kdy\u017e v\u00e1\u0161 t\u00fdm nevyhraj\u00ed? - RTR Sports<\/title>\n<meta name=\"description\" content=\"Zjist\u011bte, pro\u010d sportovn\u00ed sponzoring vytv\u00e1\u0159\u00ed skute\u010dnou hodnotu zna\u010dky i u st\u0159edn\u00edch t\u00fdm\u016f. 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