{"id":296266,"date":"2025-07-11T12:20:22","date_gmt":"2025-07-11T10:20:22","guid":{"rendered":"https:\/\/rtrsports.com\/sponzoring-v-motorsportu-emocionalni-dopad-a-vzpominky\/"},"modified":"2025-07-11T12:26:57","modified_gmt":"2025-07-11T10:26:57","slug":"sponzoring-v-motorsportu-emocionalni-dopad-a-vzpominky","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/sponzoring-v-motorsportu-emocionalni-dopad-a-vzpominky\/","title":{"rendered":"Sponzoring v motorsportu: emocion\u00e1ln\u00ed dopad a vzpom\u00ednky"},"content":{"rendered":"
Riceviamo e volentieri pubblichiamo questo bell'articolo scritto da Salvatore Valerioti<\/em><\/strong>, Redattore del Blog del Ring<\/strong><\/a><\/pre>\n
„Dejte d\u00edt\u011bti list pap\u00edru, barvy a po\u017e\u00e1dejte ho, aby nakreslilo auto, ur\u010dit\u011b bude \u010derven\u00e9.“<\/strong><\/em><\/h2>\n
Jedna ze slavn\u00fdch fr\u00e1z\u00ed velk\u00e9ho Enza Ferrariho<\/strong>, a to ne ledajak\u00e1. O tom, \u017ee velk\u00fd sta\u0159ec<\/strong> sv\u011btov\u00e9ho motorsportu<\/strong> byl jasnoz\u0159iv\u00fdm vizion\u00e1\u0159em, nen\u00ed pochyb a pr\u00e1v\u011b z vnit\u0159n\u00edho v\u00fdznamu, kter\u00fd tento cit\u00e1t nese, se v pr\u016fb\u011bhu desetilet\u00ed vyvinuly my\u0161lenky a p\u0159edstavy marketingov\u00fdch pracovn\u00edk\u016f, kte\u0159\u00ed<\/strong> k motorsportu<\/strong> p\u0159istupovali.<\/p>\n
Estetick\u00fd – a chromatick\u00fd – dojem m\u011bl v\u017edy d\u016fle\u017eit\u00fd v\u00fdznam v p\u0159edstavivosti a vzpom\u00ednk\u00e1ch<\/strong> nejen nad\u0161enc\u016f do motoristick\u00e9ho sportu<\/strong>, ale i n\u00e1hodn\u00fdch div\u00e1k\u016f sn\u00edmk\u016f, kter\u00e9 pln\u00ed obrazovky, displeje a ti\u0161t\u011bn\u00e1 m\u00e9dia.<\/p>\n
Kdybyste ud\u011blali test a po\u017e\u00e1dali je, aby si p\u0159edstavili \u010dern\u00fd<\/strong> v\u016fz Formule 1<\/strong>, vybavil by se jim Lotus JPS<\/strong>. Jist\u011b by si nad\u0161enci vzpomn\u011bli na jm\u00e9no, rok v\u00fdroby, model a jezdce, kte\u0159\u00ed s n\u00edm jezdili, zat\u00edmco ostatn\u00ed by si vybavili pouze fotografii vozu, ale st\u00e1le stejnou.<\/p>\n
Zat\u00edmco jsem sb\u00edral n\u00e1pady k naps\u00e1n\u00ed t\u011bchto \u0159\u00e1dk\u016f, v pam\u011bti se mi vybavily fotografie aut a motorek<\/strong>, kter\u00e9 byly zav\u0159en\u00e9 v \u0161upl\u00edku, nedot\u010den\u00e9 a p\u0159ipraven\u00e9 se n\u00e1hle objevit. Vzpom\u00ednky d\u00edt\u011bte a dosp\u00edvaj\u00edc\u00edho chlapce, kter\u00fd pozoroval p\u0159edm\u011bty a mu\u017ee tohoto velkolep\u00e9ho sportu, snil o tom, \u017ee je bude moci pro\u017e\u00edt a setkat se s nimi, i kdy\u017e byli vzd\u00e1len\u00ed, ale z\u00e1rove\u0148 bl\u00edzc\u00ed, kter\u00e9 vn\u00e1\u0161ela do st\u011bn domova televize nebo plak\u00e1ty Autosprintu<\/strong> a Motosprintu<\/strong>, kter\u00e9 jsem v\u0161ude vyv\u011b\u0161oval. Znovu se vyno\u0159ily vzpom\u00ednky na historick\u00e9 asociace, kter\u00e9 u\u017e neexistuj\u00ed, ale kter\u00e9 poznamenaly pam\u011b\u0165 tolika lid\u00ed do t\u00e9 m\u00edry, \u017ee dok\u00e1zali rozpoznat hrdinu minul\u00fdch dob, i kdy\u017e jen podle barvy vozu a jm\u00e9na hlavn\u00edho sponzora, kter\u00fd zbarvil auto nebo motorku jejich \u0161ampiona, jejich idolu.<\/p>\n
\"\"<\/p>\n
To byla intuice t\u011bch, kte\u0159\u00ed se rozhodli pro zprost\u0159edkovat svou image a zna\u010dku prost\u0159ednictv\u00edm z\u00e1vodn\u00edch p\u0159edm\u011bt\u016f, kter\u00e9 si p\u0159\u00e1li.<\/strong><\/a> a kter\u00e9 si \u0161irok\u00e1 ve\u0159ejnost obl\u00edbila ji\u017e na po\u010d\u00e1tku 70. let 20. stolet\u00ed. Fotografie vti\u0161t\u011bn\u00e1 do pam\u011bti spolu se jm\u00e9nem hrdiny v „dresu“ sponzora<\/strong> a zprost\u0159edkov\u00e1vaj\u00edc\u00ed jm\u00e9no sponzora<\/strong> v p\u0159edstav\u00e1ch fanou\u0161k\u016f.<\/p>\n
Od voz\u016f v n\u00e1rodn\u00edch barv\u00e1ch a s n\u011bkolika n\u00e1lepkami technick\u00fdch partner\u016f se tak p\u0159e\u0161lo k voz\u016fm „na m\u00edru“ s n\u00e1pisy a logy sponzor\u016f<\/strong><\/a>. Nebylo nic jednodu\u0161\u0161\u00edho ne\u017e vytvo\u0159it jak\u00fdsi „poj\u00edzdn\u00fd billboard“, kter\u00fd by prost\u0159ednictv\u00edm televizn\u00edch a ti\u0161t\u011bn\u00fdch m\u00e9di\u00ed mohl vstoupit do domova kohokoli, a to s velkou komunika\u010dn\u00ed \u00fa\u010dinnost\u00ed.<\/p>\n
Nejaktivn\u011bj\u0161\u00edmi pr\u016fkopn\u00edky byly tab\u00e1kov\u00e9 spole\u010dnosti, kter\u00e9 za\u010daly pokr\u00fdvat celou karoserii z\u00e1vodn\u00edch objekt\u016f a\u017e do t\u00e9 m\u00edry, \u017ee si je nechaly vyrobit ve sv\u00fdch firemn\u00edch barv\u00e1ch. Jejich finan\u010dn\u00ed mo\u017enosti p\u0159ipravily cestu t\u00fdm\u016fm, kter\u00e9 ve st\u00e1le dra\u017e\u0161\u00edm sportu st\u00e1le v\u00edce pot\u0159ebovaly rozpo\u010det, k tomu, aby sv\u00e9 v\u00fdtvory ozna\u010dovaly jako klasick\u00e9 krabi\u010dky cigaret. Odtud n\u00e1dhern\u00e9 livreje Lotus\u016f Jps<\/strong>, McLaren\u016f Marlboro<\/strong>, Ligier\u016f Gitanes <\/strong>, ale tak\u00e9 Yamahy Gauloises<\/strong> a Hondy Camel<\/strong> v MotoGP a d\u00e1le, dokud mezin\u00e1rodn\u00ed z\u00e1kony reklamu v tomto smyslu p\u0159\u00edsn\u011b neomezily a posl\u00e9ze nezak\u00e1zaly. Sedmdes\u00e1t\u00e1, osmdes\u00e1t\u00e1 a devades\u00e1t\u00e1 l\u00e9ta jsou v\u0161ak v tomto smyslu symbolick\u00e1, a to do t\u00e9 m\u00edry, \u017ee se image jezdc\u016f a t\u00fdm\u016f v\u00e1\u017ee ke zna\u010dce, kdykoli se k nim my\u0161lenky vracej\u00ed. A tak kdy\u017e si vzpomenete na Lotus, vybav\u00ed se v\u00e1m Jps a\u017e Fittipaldi, Andretti a Elio, kdy\u017e si vzpomenete na Sennu<\/strong>, vybav\u00ed se v\u00e1m Marlboro,<\/strong> kdy\u017e si vzpomenete na Porsche Endurance<\/strong>, vybav\u00ed se v\u00e1m Rothmans<\/strong>.<\/p>\n
\"\"<\/p>\n
P\u0159\u00edklad\u016f je nespo\u010det, ale nechyb\u00ed ani takov\u00e9 lah\u016fdky, jako je Hesketh<\/strong>, na jeho\u017e karoserii je nakreslen pin-up z Penthousu<\/strong>… Nikdy to nemohlo b\u00fdt v\u00fdsti\u017en\u011bj\u0161\u00ed, ne\u017e kdy\u017e se to spoj\u00ed s Jamesem Huntem…..<\/strong><\/p>\n
Ve vzpom\u00ednk\u00e1ch se mi vybavuje tak\u00e9 speci\u00e1ln\u00ed McLaren<\/strong> s \u010derven\u00fdmi d\u00edly nat\u0159en\u00fdmi zlatou barvou, kter\u00fd v roce 1986 \u0159\u00eddil Keke Rosberg<\/strong> v GP Portugalska, co\u017e byl pokus o reklamu na sv\u011btlou verzi sponzora, od kter\u00e9ho se v\u0161ak upustilo, proto\u017ee nebyl p\u0159\u00edli\u0161 telegenick\u00fd.<\/p>\n
Vkus a fantazie osv\u00edtily mu\u017ee z BARu<\/strong> koncem 90. let, kdy se jim poda\u0159ilo provozovat sv\u016fj jednom\u00edstn\u00fd v\u016fz lakovan\u00fd z jedn\u00e9 poloviny v barv\u00e1ch Lucky Strike<\/strong> a z druh\u00e9 poloviny v barv\u00e1ch 555<\/strong>.<\/p>\n
A tak se dost\u00e1v\u00e1me i ke slavn\u011bj\u0161\u00edm a dlouholet\u00fdm partnerstv\u00edm, kter\u00e1 umo\u017enila spolupr\u00e1ci v r\u016fzn\u00fdch discipl\u00edn\u00e1ch, jako nap\u0159\u00edklad partnerstv\u00ed Lancie a Martini<\/strong>, v jeho\u017e r\u00e1mci vznikly jak vozy pro mistrovstv\u00ed sv\u011bta ve vytrvalostn\u00edch z\u00e1vodech na po\u010d\u00e1tku 80. let, tak p\u0159edev\u0161\u00edm dominantn\u00ed rallye vozy Lancia s b\u00edl\u00fdmi pruhy. Obr\u00e1zky t\u011bchto voz\u016f sn\u016f sta\u017een\u00e9 z internetu nebo obdivovan\u00e9 v muze\u00edch maj\u00ed i dnes „v\u00fdnos“ pro sponzory<\/strong> spojen\u00e9 s t\u011bmito v\u00fdkony a jsou p\u0159ipom\u00ednkou pro ka\u017ed\u00e9ho z\u00e1vodn\u00edho nad\u0161ence.<\/p>\n
\"\"<\/p>\n
Cel\u00fd koncept lze p\u0159en\u00e9st do sv\u011bta motocykl\u016f, kde je snad je\u0161t\u011b v\u00edce zako\u0159en\u011bn\u00fd. V\u00fdrobci motocykl\u016f maj\u00ed \u010dasto ve sv\u00e9m katalogu speci\u00e1ln\u00ed a limitovan\u00e9 verze sv\u00fdch maxisk\u00fatr\u016f v barv\u00e1ch replik, stejn\u011b jako limitovan\u00e9 s\u00e9rie replik jezdce v ur\u010dit\u00e9m obdob\u00ed. P\u0159\u00edkladem jsou zejm\u00e9na ital\u0161t\u00ed v\u00fdrobci, jako je MVAgusta<\/strong> s verzemi v\u011bnovan\u00fdmi Agostinimu<\/strong>, Aprilia s replikou Rsv Mille Edwards a Haga v barv\u00e1ch RsCube MotoGP, Ducati<\/strong> s verzemi Baylisse<\/strong> a nov\u00e1 \u0159ada Panigale V4 s replikami v barv\u00e1ch Foggyho prvn\u00ed 916.<\/p>\n
U motocykl\u016f je tato identifikace je\u0161t\u011b v\u00fdrazn\u011bj\u0161\u00ed d\u00edky mo\u017enosti upravit si motocykl v barv\u00e1ch sv\u00fdch idol\u016f, a to za mnohem ni\u017e\u0161\u00ed cenu ne\u017e u automobilu. V tomto p\u0159\u00edpad\u011b je zde tak\u00e9 estetick\u00e1 proveditelnost, kter\u00e1 identifikaci usnad\u0148uje: jedna v\u011bc je upravit si SUV v barv\u00e1ch historick\u00e9ho sponzora a pak na n\u011bm jezdit, \u00fapln\u011b jin\u00e1 v\u011bc je ud\u011blat to se sv\u00fdm okruhov\u00fdm motocyklem a ne s motocyklem pouli\u010dn\u00edm.<\/p>\n
Ztoto\u017en\u011bn\u00ed motocyklisty s jeho hrdinou je o to snaz\u0161\u00ed, \u017ee mus\u00ed m\u00edt tak\u00e9ka\u017edodenn\u00ed technick\u00e9 oble\u010den\u00ed<\/strong>, kter\u00e9 automobil neposkytuje. No\u0161en\u00ed repliky kombin\u00e9zy nebo p\u0159ilby v\u00e1s nesm\u00edrn\u011b sbli\u017euje s va\u0161\u00edm \u0161ampionem, umo\u017e\u0148uje v\u00e1m ztoto\u017enit se s n\u00edm alespo\u0148 do doby, ne\u017e nasednete na samotnou motorku.<\/p>\n
Kdo by si nepamatoval \u017eluto\u010dernou Yamahu prvn\u00edho Kennyho Robertse<\/strong> (tu skute\u010dnou), Rothmans Hondu Spencera a Gardnera<\/strong>, Marlboro Agostini Yamahu Raineyho<\/strong>, Pepsi Suzuki Schwantze nebo Hb Gallina\/Unciniho, a\u017e po Hondy Repsol<\/strong> nebo Monster Yamaha<\/strong> posledn\u00edch dvou desetilet\u00ed.<\/p>\n
Odtud k vytvo\u0159en\u00ed merchandisingov\u00fdch p\u0159edm\u011bt\u016f, kter\u00e9 obl\u00e9kaj\u00ed nad\u0161ence a z\u00e1rove\u0148 \u0161\u00ed\u0159\u00ed vlastn\u00ed zna\u010dku, je u\u017e jen kr\u016f\u010dek a nav\u00edc je to v\u00fdhodn\u00e9. Pisatel nen\u00ed v\u016f\u010di tomuto fenom\u00e9nu v \u017e\u00e1dn\u00e9m p\u0159\u00edpad\u011b imunn\u00ed, nebo\u0165 je nemocn\u00fd automobilov\u00fdmi i motocyklov\u00fdmi z\u00e1vody a jako takov\u00fd je \u017eiv\u00fdm sv\u011bdectv\u00edm popsan\u00e9ho, nebo\u0165 vlastn\u00ed repliky p\u0159ileb jezdc\u016f na dvou i \u010dty\u0159ech kolech a zna\u010dkov\u00e9 technick\u00e9 oble\u010den\u00ed.<\/p>\n
Konec? \u017d\u00e1dn\u00fd <\/strong>. Prost\u011b osobn\u00ed vkus a obdiv k tolika lidem, kte\u0159\u00ed naplnili ned\u011bli nad\u0161ence, kte\u0159\u00ed se nep\u0159\u00edmo stali tolika „imagin\u00e1rn\u00edmi p\u0159\u00e1teli“, kte\u0159\u00ed p\u0159i\u0161li do va\u0161eho domova a zanechali po sob\u011b n\u011bco hmatateln\u00e9ho, co v\u00e1m neust\u00e1le p\u0159ipom\u00edn\u00e1 jejich v\u00fdkony a emoce, kter\u00e9 ve v\u00e1s vzbudili sv\u00fdm obdivem.<\/p>\n
Salvatore Valerioti \u2013 Redattore Blog del Ring<\/strong><\/pre>\n
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 <\/p>\n","protected":false},"excerpt":{"rendered":"
Riceviamo e volentieri pubblichiamo questo bell’articolo scritto da Salvatore Valerioti, Redattore del Blog del Ring „Dejte d\u00edt\u011bti list pap\u00edru, barvy a po\u017e\u00e1dejte ho, aby nakreslilo auto, ur\u010dit\u011b bude \u010derven\u00e9.“ Jedna ze slavn\u00fdch fr\u00e1z\u00ed velk\u00e9ho Enza Ferrariho, a to ne ledajak\u00e1. O tom, \u017ee velk\u00fd sta\u0159ec sv\u011btov\u00e9ho motorsportu byl jasnoz\u0159iv\u00fdm vizion\u00e1\u0159em, nen\u00ed pochyb a pr\u00e1v\u011b z […]<\/p>\n","protected":false},"author":2,"featured_media":179462,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20238,20228],"tags":[],"class_list":["post-296266","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing-cs","category-sportovni-sponzorstvi"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSponzoring v motorsportu: emocion\u00e1ln\u00ed dopad a vzpom\u00ednky<\/title>\n<meta name=\"description\" content=\"Estetick\u00fd - a chromatick\u00fd - dojem m\u011bl v\u017edy d\u016fle\u017eit\u00fd v\u00fdznam v p\u0159edstav\u00e1ch a vzpom\u00ednk\u00e1ch nejen fanou\u0161k\u016f motoristick\u00e9ho sportu.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rtrsports.com\/cs\/sponzoring-v-motorsportu-emocionalni-dopad-a-vzpominky\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sponzoring v motorsportu: emocion\u00e1ln\u00ed dopad a vzpom\u00ednky\" \/>\n<meta property=\"og:description\" content=\"Estetick\u00fd - 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