{"id":296504,"date":"2025-07-14T14:07:18","date_gmt":"2025-07-14T12:07:18","guid":{"rendered":"https:\/\/rtrsports.com\/sportovni-akce-a-cestovni-ruch-uspesne-spojeni\/"},"modified":"2025-07-14T15:37:25","modified_gmt":"2025-07-14T13:37:25","slug":"sportovni-akce-a-cestovni-ruch-uspesne-spojeni","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/sportovni-a-turisticka-akce-na-uspesnou-manzelskou-akci\/","title":{"rendered":"Sportovn\u00ed akce a cestovn\u00ed ruch: \u00fasp\u011b\u0161n\u00e9 „man\u017eelstv\u00ed"},"content":{"rendered":"

Rychle rostouc\u00edm trendem v kontextu sportovn\u00edho marketingu<\/strong> je vytv\u00e1\u0159en\u00ed marketingov\u00fdch vazeb mezi sportem a zem\u011bpisn\u00fdm regionem,<\/strong> kde se sportovn\u00ed ud\u00e1lost kon\u00e1.<\/h2>\n

Na jedn\u00e9 stran\u011b jsou v\u0161echny velkolep\u00e9 sportovn\u00ed ud\u00e1losti<\/strong> jedine\u010dn\u00e9 t\u00edm, \u017ee se konaj\u00ed p\u0159ed zraky stovek milion\u016f lid\u00ed.<\/strong> Vztah mezi sportovn\u00ed ud\u00e1lost\u00ed a m\u00edstem jej\u00edho kon\u00e1n\u00ed je tak \u00fazk\u00fd, \u017ee tyto dv\u011b v\u011bci tvo\u0159\u00ed nerozlu\u010dnou dvojici. Vezm\u011bme si nap\u0159\u00edklad z\u00e1vody 500 Indianapolis<\/strong> nebo Daytona<\/strong>: tyto z\u00e1vody jsou se sv\u00fdmi m\u00edsty spojeny natolik zvl\u00e1\u0161tn\u00edm zp\u016fsobem, \u017ee je dnes ji\u017e nelze vyt\u011bsnit z popul\u00e1rn\u00ed kultury. Jindy zase \u00fazem\u00ed vyu\u017e\u00edvaj\u00ed mistrovstv\u00ed sv\u011bta ve fotbale<\/strong>, olympijsk\u00e9 hry<\/strong> nebo z\u00e1vody Grand Prix<\/strong>, aby o\u017eivila svou image a vynikla na map\u011b sv\u011bta, a\u0165 u\u017e jde o rusk\u00e9 So\u010di<\/strong>, \u00e1zerb\u00e1jd\u017e\u00e1nsk\u00e9 Baku<\/strong> nebo zem\u011b jihov\u00fdchodn\u00ed Asie.<\/p>\n

Na druhou stranu, pokud \u00fazem\u00ed nemohou po\u0159\u00e1dat nebo hostit velk\u00e9 sportovn\u00ed akce, maj\u00ed tendenci st\u00e1le v\u00edce vyu\u017e\u00edvat sport a sportovn\u00ed sponzoring k propagaci sv\u00e9 nab\u00eddky na d\u00e1lku<\/strong> potenci\u00e1ln\u00edm turist\u016fm nebo investor\u016fm. P\u0159\u00edkladem jsou tolik diskutovan\u00e1 tri\u010dka hr\u00e1\u010d\u016f Arsenalu sn\u00e1pisem „Visit Rwanda“<\/strong>a mnoho podobn\u00fdch iniciativ.<\/p>\n

Stru\u010dn\u011b \u0159e\u010deno, existuj\u00ed dva mo\u017en\u00e9 zp\u016fsoby, jak vytvo\u0159it vazbu mezi sportovn\u00edmi ud\u00e1lostmi a \u00fazem\u00edm:<\/strong><\/p>\n

    \n
  1. St\u00e1t, region nebo m\u011bsto mohou na sv\u00e9m \u00fazem\u00ed po\u0159\u00e1dat sportovn\u00ed akce s c\u00edlem podpo\u0159it ekonomiku zem\u011b a marketingov\u00e9 um\u00edst\u011bn\u00ed. To je zn\u00e1m\u00e9 jako „geomarketing“ nebo \u00fazemn\u00ed marketingov\u00e1 operace; <\/em><\/strong><\/li>\n
  2. N\u00e1rod, region nebo m\u011bsto m\u016f\u017ee vyu\u017e\u00edt sportovn\u00ed sponzoring s t\u00fdmy\/kluby nebo sportovci, kte\u0159\u00ed jsou geograficky vzd\u00e1leni od m\u00edsta, aby zviditelnili sv\u00e9 \u00fazem\u00ed a p\u0159il\u00e1kali turisty a investory.<\/em><\/strong><\/li>\n<\/ol>\n

    \u00da\u010del siln\u011b ovliv\u0148uje v\u00fdb\u011br<\/h2>\n

    Jak ji\u017e bylo uvedeno v\u00fd\u0161e, velk\u00e9 sportovn\u00ed ud\u00e1losti maj\u00ed okam\u017eitou s\u00edlu dostat m\u00edsto, m\u011bsto nebo zemi do centra pozornosti. V mnoha p\u0159\u00edpadech, jako jsou olympijsk\u00e9 hry<\/strong> nebo mistrovstv\u00ed sv\u011bta ve fotbale<\/strong>, jsou sportovn\u00ed akce tak\u00e9 dobrou p\u0159\u00edle\u017eitost\u00ed k omlazen\u00ed st\u00e1vaj\u00edc\u00ed infrastruktury<\/strong>, vybudov\u00e1n\u00ed nov\u00fdch \u010dtvrt\u00ed ve m\u011bst\u011b a k reorganizaci dopravn\u00edch syst\u00e9m\u016f. Slou\u017e\u00ed k prezentaci jednoho z nejkr\u00e1sn\u011bj\u0161\u00edch sv\u011btov\u00fdch p\u016fvab\u016f a z\u00e1rove\u0148 pom\u00e1haj\u00ed podpo\u0159it m\u00edstn\u00ed firmy a p\u0159in\u00e1\u0161ej\u00ed ocen\u011bn\u00ed presti\u017ee m\u011bsta. P\u0159\u00edkladem je Barcelona<\/strong>. Byla d\u011bji\u0161t\u011bm olympijsk\u00fdch her, kter\u00e9 p\u0159isp\u011bly k masivn\u00ed prom\u011bn\u011b m\u011bsta a jeho p\u0159edm\u011bst\u00ed.<\/p>\n

    Na druhou stranu, pokud se n\u00e1rod<\/strong>, zem\u011bpisn\u00fd region nebo obec rozhodne hostit n\u011bkterou z tranzitn\u00edch velkolep\u00fdch turistick\u00fdch akc\u00ed, jako je Formule E (<\/strong>najd\u011bte si agenty Formule E<\/a>)<\/strong> nebo MotoGP<\/strong>, je velmi pravd\u011bpodobn\u00e9, \u017ee \u00fa\u010del bude v\u00edce taktick\u00fd a p\u0159\u00ednosy plynouc\u00ed z pozitivn\u00edho ekonomick\u00e9ho dopadu na \u00fazem\u00ed<\/strong> se projev\u00ed v krat\u0161\u00ed dob\u011b. Celkov\u011b lze \u0159\u00edci, \u017ee pohostinstv\u00ed, stejn\u011b jako obchody a dal\u0161\u00ed podniky, maj\u00ed obrovsk\u00fd prosp\u011bch z obrovsk\u00e9ho po\u010dtu div\u00e1k\u016f, kte\u0159\u00ed zapln\u00ed m\u011bsto b\u011bhem v\u00edkend\u016f bez p\u0159est\u00e1vky.<\/p>\n

    Pro\u010d cvi\u010dit? Opravdu funguje? P\u0159\u00edklady souvisej\u00edc\u00ed s mindfulness: Imola a F1<\/h2>\n

    Cestovali jste n\u011bkdy do Imoly<\/strong>? Up\u0159\u00edmn\u011b \u0159e\u010deno, ani\u017e bych to cht\u011bl n\u011bjak zleh\u010dovat, jsem si jist\u00fd, \u017ee m\u00e1lokdo z v\u00e1s ano. Imola je p\u0159\u00edjemn\u00e9 m\u011bste\u010dko v Romagni s p\u0159ibli\u017en\u011b \u0161edes\u00e1ti tis\u00edci obyvateli. A\u010dkoli je m\u011bsto obl\u00edben\u00e9 d\u00edky sv\u00e9 keramice, jeho sv\u011btov\u00e1 proslulost<\/strong> vlastn\u011b pramen\u00ed z historick\u00e9ho faktu, \u017ee kdysi po mnoho let hostilo Velkou cenu San Marina Formule 1. Bylo to v dob\u011b, kdy se z\u00e1vody F1 vys\u00edlaly \u017eiv\u011b a ve voln\u011b p\u0159\u00edstupn\u00e9 televizi, kter\u00e1 oslovila 400 milion\u016f div\u00e1k\u016f po cel\u00e9m sv\u011bt\u011b. V\u00fdsledek? Imola byla ve sv\u00e9 dob\u011b uzn\u00e1v\u00e1na v\u0161emi,<\/strong>p\u0159esto\u017ee byla mal\u00e1 a postr\u00e1dala kouzlo, kter\u00e9 ji \u010din\u00ed jedine\u010dnou (bez ur\u00e1\u017eky na\u0161ich milovan\u00fdch p\u0159\u00e1tel z Imoly, pr\u00e1v\u011b oni si zaslou\u017e\u00ed na\u0161e uzn\u00e1n\u00ed za jejich nad\u0161enou snahu udr\u017eet t\u011bsn\u00e9ho ducha spojen\u00ed na\u0161ich dvou region\u016f – Emilie a Romagny). Mo\u017en\u00e1 by bylo zaj\u00edmav\u00e9 otestovat \u00farove\u0148 pov\u011bdom\u00ed o Imole u dne\u0161n\u00edch teenager\u016f<\/strong>, vzhledem k tomu, \u017ee nikdy neza\u017eili vzru\u0161en\u00ed ze sledov\u00e1n\u00ed historick\u00fdch souboj\u016f F1, kter\u00e9 se kdysi odehr\u00e1valy na trati p\u0159ezd\u00edvan\u00e9 Enzo a Dino Ferrari.<\/p>\n

    \u00davahy k tomuto t\u00e9matu<\/h2>\n

    Velk\u00e1 sportovn\u00ed ud\u00e1lost m\u016f\u017ee b\u00fdt ekonomick\u00fdm motorem cel\u00e9 zem\u011bpisn\u00e9 oblasti<\/strong> a m\u016f\u017ee tak\u00e9 slou\u017eit jako mluv\u010d\u00ed n\u00e1roda, kter\u00fd<\/strong> pot\u0159ebuje a chce b\u00fdt uzn\u00e1n a ocen\u011bn. To je p\u0159\u00edklad toho, pro\u010d se mnoho subjekt\u016f zapojen\u00fdch do podpory cestovn\u00edho ruchu rozhodlo prezentovat sv\u00e9 zna\u010dky a barvy b\u011bhem sportovn\u00edch akc\u00ed jako zp\u016fsob, jak se zviditelnit: Visit Catalunya<\/strong>, Visit Malaysia<\/strong> a Visit Rwanda<\/strong> na ruk\u00e1vech dres\u016f Arsenalu jsou jen n\u011bkter\u00e9 p\u0159\u00edklady, kter\u00e9 si m\u016f\u017eeme p\u0159ipomenout.<\/p>\n

    Jsou v\u0161echny sporty stejn\u00e9? Pro\u010d si m\u00edsto basketbalu vybrat fotbal nebo MotoGP? <\/strong><\/h2>\n

    Je nesporn\u00e9, \u017ee v\u0161echny sporty maj\u00ed jedno spole\u010dn\u00e9: nad\u0161en\u00ed. A nad\u0161en\u00ed lze vyu\u017e\u00edt k pozitivn\u00edmu p\u0159ed\u00e1n\u00ed sd\u011blen\u00ed pozorn\u00e9mu a vn\u00edmav\u00e9mu publiku. B\u00fdt sou\u010d\u00e1st\u00ed ud\u00e1losti, ani\u017e byste museli zastavit show, je obrovskou v\u00fdhodou.<\/p>\n

    Pro\u010d tedy motoristick\u00fd sport a cestovn\u00ed ruch<\/strong>? Odpov\u011b\u010f je jednoduch\u00e1: publikum je prakticky neomezen\u00e9<\/strong> a mistrovstv\u00ed sv\u011bta je dlouh\u00e1 cesta, co\u017e znamen\u00e1, \u017ee ka\u017ed\u00fdch 15 dn\u00ed nav\u0161t\u00edv\u00ed velmi d\u016fle\u017eit\u00e9 trhy, a nab\u00edz\u00ed tak podnik\u016fm mo\u017enost b\u00fdt na m\u00edst\u011b protagonisty po cel\u00fd t\u00fdden. Krom\u011b toho maj\u00ed podniky mo\u017enost zapojit miliony fanou\u0161k\u016f,<\/strong> kte\u0159\u00ed si kupuj\u00ed vstupenky na z\u00e1vodn\u00ed dr\u00e1hu.<\/p>\n

    \u0160ampion\u00e1t zahrnuje my\u0161lenku cestov\u00e1n\u00ed, proto\u017ee se kon\u00e1 dev\u011bt m\u011bs\u00edc\u016f v roce nap\u0159\u00ed\u010d \u010dty\u0159mi r\u016fzn\u00fdmi kontinenty a nab\u00edz\u00ed partner\u016fm mo\u017enost vyu\u017e\u00edt jednu jednoduchou komunika\u010dn\u00ed strategii po cel\u00e9m sv\u011bt\u011b. Tato cestovn\u00ed platforma<\/a> nejen\u017ee zaji\u0161\u0165uje obchodn\u00ed zviditeln\u011bn\u00ed, ale slou\u017e\u00ed tak\u00e9 k realizaci \u0159ady PR nebo propaga\u010dn\u00edch aktivit zam\u011b\u0159en\u00fdch na z\u00e1vod.<\/p>\n

    Je to skv\u011bl\u00e1 p\u0159\u00edle\u017eitost pro ka\u017ed\u00e9ho, kdo se zaj\u00edm\u00e1 o propagaci cestovn\u00edho ruchu<\/strong>, proto\u017ee se m\u016f\u017ee p\u0159\u00edmo pod\u00edlet na organizaci akce a z\u00e1rove\u0148 vyu\u017e\u00edt cestovn\u00ed ruch k p\u0159il\u00e1k\u00e1n\u00ed milion\u016f div\u00e1k\u016f prost\u0159ednictv\u00edm televize nebo k podpo\u0159e iniciativ na m\u00edst\u011b. Nej\u010dast\u011bj\u0161\u00ed iniciativy si m\u016f\u017eete prohl\u00e9dnout po kliknut\u00ed na tohoto odkazu, kter\u00fd poskytuje informace o sponzorsk\u00fdch aktivac\u00edch.<\/strong><\/a>.<\/strong><\/p>\n

    Cestov\u00e1n\u00ed<\/strong> tak\u00e9 otev\u00edr\u00e1 dve\u0159e doko\u0159\u00e1n dal\u0161\u00edm kategori\u00edm produkt\u016f, kter\u00e9 jsou potenci\u00e1ln\u00edmi partnery t\u00fdm\u016f a \u0161ampion\u00e1t\u016f v oblasti motoristick\u00e9ho sportu. Mezi konkr\u00e9tn\u00ed p\u0159\u00edklady pat\u0159\u00ed leteck\u00e9 spole\u010dnosti a v\u00fdrobci zavazadel, sm\u011bn\u00e1rny a powerbanky pro chytr\u00e9 telefony, kter\u00fdm ob\u010das doch\u00e1z\u00ed baterie. jsme se v\u011bnovali v p\u0159\u00edsp\u011bvku zve\u0159ejn\u011bn\u00e9m p\u0159ed n\u011bkolika dny. Najdete ho zde <\/strong>.<\/strong><\/a><\/p>\n

    Pokud se chcete dozv\u011bd\u011bt v\u00edce o otev\u0159en\u00fdch mo\u017enostech sportovn\u00edho marketingu, kontaktujte n\u00e1s na n\u00e1sleduj\u00edc\u00ed e-mailov\u00e9 adrese: info@rtrsports.com<\/a><\/p>\n

    [eng-blog]<\/p>\n","protected":false},"excerpt":{"rendered":"

    Rychle rostouc\u00edm trendem v kontextu sportovn\u00edho marketingu je vytv\u00e1\u0159en\u00ed marketingov\u00fdch vazeb mezi sportem a zem\u011bpisn\u00fdm regionem, kde se sportovn\u00ed ud\u00e1lost kon\u00e1. Na jedn\u00e9 stran\u011b jsou v\u0161echny velkolep\u00e9 sportovn\u00ed ud\u00e1losti jedine\u010dn\u00e9 t\u00edm, \u017ee se konaj\u00ed p\u0159ed zraky stovek milion\u016f lid\u00ed. Vztah mezi sportovn\u00ed ud\u00e1lost\u00ed a m\u00edstem jej\u00edho kon\u00e1n\u00ed je tak \u00fazk\u00fd, \u017ee tyto dv\u011b v\u011bci tvo\u0159\u00ed […]<\/p>\n","protected":false},"author":14,"featured_media":190568,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[22342],"tags":[],"class_list":["post-296504","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sponzorstvi"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSportovn\u00ed akce a cestovn\u00ed ruch: \u00fasp\u011b\u0161n\u00e9 "man\u017eelstv\u00ed" | RTR Sports<\/title>\n<meta name=\"description\" content=\"Rychle rostouc\u00edm trendem v kontextu sportovn\u00edho marketingu je vytv\u00e1\u0159en\u00ed marketingov\u00fdch vazeb mezi sportem a zem\u011bpisn\u00fdm regionem, kde se sportovn\u00ed ud\u00e1lost kon\u00e1.\" \/>\n<meta name=\"robots\" content=\"index, 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