{"id":296939,"date":"2025-07-16T11:39:50","date_gmt":"2025-07-16T09:39:50","guid":{"rendered":"https:\/\/rtrsports.com\/drink-and-drive-proc-se-tolik-znacek-alkoholickych-napoju-podili-na-sponzoringu-motoristickeho-sportu\/"},"modified":"2026-09-16T19:36:58","modified_gmt":"2026-09-16T17:36:58","slug":"drink-and-drive-proc-se-tolik-znacek-alkoholickych-napoju-podili-na-sponzoringu-motoristickeho-sportu","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/alcohol-motor-sports-sponsorships\/","title":{"rendered":"Drink and Drive: pro\u010d se tolik zna\u010dek alkoholick\u00fdch n\u00e1poj\u016f pod\u00edl\u00ed na sponzoringu motoristick\u00e9ho sportu?"},"content":{"rendered":"

P\u0159i diskus\u00edch o sportovn\u00edm marketingu<\/strong> se po l\u00e9ta opakovala jedna z nej\u010dast\u011bj\u0161\u00edch n\u00e1mitek: v\u00fdrobci alkoholick\u00fdch n\u00e1poj\u016f by se m\u011bli dr\u017eet co nejd\u00e1l od sponzorstv\u00ed<\/strong> v motoristick\u00e9m sportu. Na prvn\u00ed pohled by v\u00fdrobci piva, v\u00edna a destil\u00e1t\u016f nem\u011bli b\u00fdt povzbuzov\u00e1ni k navazov\u00e1n\u00ed partnerstv\u00ed s motorov\u00fdmi vozidly \u2014 v\u017edy\u0165 argument \u00abNepij a nesedej za volant\u00bb<\/strong> je dostate\u010dn\u011b jasn\u00fd.<\/p>\n

Jen\u017ee tento postoj nevysv\u011btluje, pro\u010d se firmy jako Martini, Campari, Heineken, Peroni, Estrella Galicia, Freixenet, Chandon<\/strong> a mnoh\u00e9 dal\u0161\u00ed v pr\u016fb\u011bhu \u010dasu propojily s r\u016fzn\u00fdmi discipl\u00ednami motorsportu. T\u00e9ma si zaslou\u017e\u00ed bli\u017e\u0161\u00ed pohled.<\/p>\n

Alkohol a motory: zvl\u00e1\u0161tn\u00ed kombinace<\/h2>\n

Jak\u00e1 je spojitost mezi alkoholem a motorsportem? Jednoduch\u00e1: na nejpresti\u017en\u011bj\u0161\u00edch hospitality akc\u00edch<\/strong> jak dvou-, tak \u010dty\u0159kolov\u00fdch \u0161ampion\u00e1t\u016f b\u00fdv\u00e1 celkem obvykl\u00e9 p\u0159ip\u00edt na v\u00edt\u011bzstv\u00ed, d\u00e1t si aperitiv p\u0159ed ob\u011bdem nebo sd\u00edlet chv\u00edle pohody s koktejlem v ruce. Jak\u00e9 dal\u0161\u00ed d\u016fvody p\u0159esv\u011bd\u010dily firmy na tak vysok\u00e9 \u00farovni, aby toto odv\u011btv\u00ed p\u0159ijaly za sv\u00e9?<\/p>\n

P\u0159\u00edle\u017eitosti, kter\u00e9 nab\u00edz\u00ed storytelling<\/strong>, jsou p\u0159esv\u011bd\u010div\u00e1 odpov\u011b\u010f \u2014 a bezpochyby jeden z kl\u00ed\u010dov\u00fdch d\u016fvod\u016f. Pozoruhodn\u00e1 kampa\u0148 Johnnie Walkeru<\/strong> s mistrem Formule 1 Mikou H\u00e4kkinenem<\/strong>, podpo\u0159en\u00e1 Skotsk\u00fdm parlamentem<\/strong>, je toho dokonal\u00fdm p\u0159\u00edkladem. Johnnie Walker vybudoval dlouh\u00fd a smyslupln\u00fd vztah s McLarenem<\/strong> a Formul\u00ed 1 a p\u0159\u00edle\u017eitost\u00ed, kter\u00e9 t\u00fdm nab\u00edzel, vyu\u017eil k p\u0159ed\u00e1v\u00e1n\u00ed siln\u00e9ho sd\u011blen\u00ed o odpov\u011bdn\u00e9 j\u00edzd\u011b.<\/p>\n

Motorsport nab\u00edz\u00ed p\u0159\u00edle\u017eitost k velk\u00e9 viditelnosti a z\u00e1rove\u0148 k tomu, aby z\u00e1kazn\u00edci byli vzd\u011bl\u00e1v\u00e1ni v ot\u00e1zk\u00e1ch odpov\u011bdn\u00e9ho chov\u00e1n\u00ed<\/strong>. Z komunika\u010dn\u00edho hlediska zna\u010dka vys\u00edl\u00e1 publiku zpr\u00e1vu, \u017ee firma se nezaj\u00edm\u00e1 jen o zisk, ale p\u0159edev\u0161\u00edm o blaho sv\u00fdch z\u00e1kazn\u00edk\u016f. \u00abJsme na va\u0161\u00ed stran\u011b; sd\u00edl\u00edme va\u0161e v\u00e1\u0161n\u011b; z\u00e1le\u017e\u00ed n\u00e1m na va\u0161\u00ed bezpe\u010dnosti: je\u010fte opatrn\u011b, vra\u0165te se k bl\u00edzk\u00fdm.\u00bb Toto je poselstv\u00ed, kter\u00e9 dnes p\u0159edn\u00ed v\u00fdrobci sd\u011bluj\u00ed<\/strong> \u2014 naprosto odli\u0161n\u00fd p\u0159\u00edstup oproti minulosti, kdy byl tlak na spot\u0159ebitele zam\u011b\u0159en v\u00fdhradn\u011b na n\u00e1kup produktu.<\/p>\n

\"heineken<\/a><\/p>\n

Co d\u011blaj\u00ed ostatn\u00ed? P\u0159\u00edklady z minulosti i p\u0159\u00edtomnosti<\/h2>\n

Stejn\u00e1 logika plat\u00ed i pro Heineken<\/strong>: firma hojn\u011b komunikuje prost\u0159ednictv\u00edm sportu a p\u0159ed n\u011bkolika lety p\u0159idala k ji\u017e existuj\u00edc\u00ed \u00fa\u010dasti v Lize mistr\u016f<\/strong> tak\u00e9 Formuli 1<\/strong>. I zde jsou pil\u00ed\u0159i cel\u00e9 dohody pov\u011bdom\u00ed o zna\u010dce, marketingov\u00e9 aktivace a storytelling.<\/p>\n

Za zm\u00ednku stoj\u00ed tak\u00e9 Chandon<\/strong> \u2014 producent \u0161ampa\u0148sk\u00e9ho, kter\u00fd dlouho podporoval McLaren<\/strong>; Martini<\/strong>, kter\u00fd prov\u00e1zel Williams<\/strong> jeho vzestupy i p\u00e1dy; a vodka Smirnoff<\/strong>, je\u017e z\u00e1vodila s nyn\u00ed ji\u017e legend\u00e1rn\u00edmi vozy Force India<\/strong> H\u00fclkenberga a P\u00e9reze. Force India byl prvn\u00ed t\u00fdm, kter\u00fd m\u011bl logo v\u00fdrobce whisky Whyte & Mackay<\/strong> na boc\u00edch vozu, zat\u00edmco R\u00e4ikk\u00f6nen\u016fv Lotus prezentoval Golden Label<\/strong> \u2014 pr\u00e9miovou \u0159adu Johnnie Walkeru.<\/p>\n

To jsou p\u0159\u00edklady z Formule 1, ale pozornost si zaslou\u017e\u00ed i jin\u00e9 discipl\u00edny jako NASCAR \u010di IndyCar<\/a><\/strong> \u2014 kategorie, na nich\u017e firmy jako Miller<\/strong>, Jack Daniel’s<\/strong>, Budweiser<\/strong>, Jim Beam<\/strong>, Coors<\/strong> a mnoh\u00e9 dal\u0161\u00ed postavily sv\u00e9 marketingov\u00e9 \u00fasp\u011bchy v americk\u00e9m motorsportu.<\/p>\n

\"NASCAR<\/a><\/p>\n

A alkohol v MotoGP?<\/h2>\n

Zvl\u00e1\u0161tn\u00ed zm\u00ednku si zaslou\u017e\u00ed dohody uzav\u0159en\u00e9 italsk\u00fdmi zna\u010dkami jako Cinzano<\/strong> a Aperol<\/strong>, kter\u00e9 ozna\u010dily za\u010d\u00e1tek jejich trval\u00e9ho partnerstv\u00ed s MotoGP<\/strong>. Tituln\u00ed sponzoring, viditelnost na \u010detn\u00fdch trz\u00edch a mo\u017enost zapojit p\u0159\u00edtomn\u00e9 publikum \u2014 v kombinaci s rozs\u00e1hl\u00fdm vyu\u017eit\u00edm hospitality \u2014 tyto dlouhodob\u00e9 sportovn\u011b-marketingov\u00e9 smlouvy udr\u017eovaly p\u0159i \u017eivot\u011b. Nov\u00ed hr\u00e1\u010di samoz\u0159ejm\u011b nevytla\u010dili historick\u00e1 partnerstv\u00ed MotoGP<\/strong><\/a>: Cava od Freixenetu<\/strong>, kter\u00e1 se pou\u017e\u00edv\u00e1 k p\u0159\u00edpit\u00ed na p\u00f3diu, ani piva jako Singha<\/strong> \u2014 ofici\u00e1ln\u00ed partner cel\u00e9 s\u00e9rie. A Estrella Galicia<\/strong> si zaslou\u017e\u00ed zvl\u00e1\u0161tn\u00ed ocen\u011bn\u00ed za svoji rozs\u00e1hlou p\u0159\u00edtomnost u jezdc\u016f a t\u00fdm\u016f v r\u016fzn\u00fdch kategori\u00edch \u2014 by\u0165 p\u0159ev\u00e1\u017en\u011b prost\u0159ednictv\u00edm bezalkoholick\u00e9 zna\u010dky 0,0<\/strong>, po dlouhou dobu spojen\u00e9 s Marcem M\u00e1rquezem.<\/p>\n

\"Aperol<\/a><\/p>\n

Pro\u010d motorsport funguje pro alkoholov\u00e9 zna\u010dky<\/h2>\n

I kdy\u017e se na prvn\u00ed pohled mohou alkoholick\u00e9 n\u00e1poje a motorsport jevit jako dva neslu\u010diteln\u00e9 sv\u011bty, je t\u0159eba vz\u00edt v \u00favahu, \u017ee sportovn\u00ed akce p\u0159itahuj\u00ed publikum zvl\u00e1\u0161t\u011b otev\u0159en\u00e9 tomuto druhu sd\u011blen\u00ed \u2014 a to v prost\u0159ed\u00ed relaxace, kde komunikace funguje efektivn\u011bji. Jeliko\u017e v\u00fdrobci alkoholick\u00fdch n\u00e1poj\u016f maj\u00ed z\u00e1sadn\u00ed z\u00e1jem na sni\u017eov\u00e1n\u00ed po\u010dtu nehod zp\u016fsoben\u00fdch alkoholem, sport nenab\u00edz\u00ed lep\u0161\u00ed jevi\u0161t\u011b k v\u00fdchov\u011b anga\u017eovan\u00fdch spot\u0159ebitel\u016f v oblasti odpov\u011bdn\u00e9 konzumace.<\/p>\n

Motorsport a Mistrovstv\u00ed sv\u011bta MotoGP jsou platforma sportovn\u00edho sponzoringu<\/strong><\/a> na cest\u00e1ch, kter\u00e1 firm\u00e1m nab\u00edz\u00ed mo\u017enost komunikovat s mlad\u00fdm, anga\u017eovan\u00fdm publikem s vysokou kupn\u00ed silou. Jedin\u00fd n\u00e1stroj pokr\u00fdvaj\u00edc\u00ed 4 kontinenty a des\u00edtky n\u00e1rod\u016f \u2014 d\u00e1vaj\u00edc\u00ed zna\u010dk\u00e1m p\u0159\u00edle\u017eitost organizovat PR iniciativy, propaga\u010dn\u00ed akce a reklamn\u00ed kampan\u011b, kter\u00e9 hovo\u0159\u00ed stejn\u00fdm jazykem jako fanou\u0161ci sd\u00edlej\u00edc\u00ed stejnou v\u00e1\u0161e\u0148.<\/p>\n

FAQ: sponzoring alkoholu v motorsportu<\/h2>\n
\r\n\r\n

Frequently Asked Questions<\/b><\/h2>\r\n \r\n
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\r\n Pro\u010d v\u00fdrobci alkoholu sponzoruj\u00ed motorsport?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n <\/p>\n

V\u00fdrobci alkoholick\u00fdch n\u00e1poj\u016f sponzoruj\u00ed motorsport z n\u011bkolika d\u016fvod\u016f: vysok\u00e1 viditelnost zna\u010dky, p\u0159\u00edle\u017eitost vzd\u011bl\u00e1vat spot\u0159ebitele o odpov\u011bdn\u00e9 konzumaci prost\u0159ednictv\u00edm storytellingov\u00fdch kampan\u00ed a p\u0159\u00edstup k mlad\u00e9mu, bohat\u00e9mu publiku. Zna\u010dky jako Heineken a Johnnie Walker prom\u011bnily partnerstv\u00ed s motorsportem v n\u00e1stroje pro sd\u011blov\u00e1n\u00ed hodnot odpov\u011bdnosti \u2014 p\u0159ekon\u00e1vaj\u00ed tak zd\u00e1nliv\u00fd rozpor se sd\u011blen\u00edm \u00abNepij a nesedej za volant\u00bb.<\/p>\n

\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Kter\u00e9 alkoholov\u00e9 zna\u010dky sponzoruj\u00ed Formuli 1?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n <\/p>\n

Hlavn\u00ed alkoholov\u00ed sponzo\u0159i Formule 1 zahrnuj\u00ed Heineken (ofic\u00e1ln\u00ed glob\u00e1ln\u00ed partner), Martini (historick\u00fd partner Williamsu), Chandon (partner McLarenu), Smirnoff (Force India), Whyte & Mackay (Force India) a Johnnie Walker (partner McLarenu po dobu v\u00edce ne\u017e desetilet\u00ed). Heineken vybudoval celou svoji p\u0159\u00edtomnost v F1 okolo kampan\u011b o odpov\u011bdn\u00e9 j\u00edzd\u011b a stal se jedn\u00edm z nejcitovan\u011bj\u0161\u00edch p\u0159\u00edklad\u016f v sportovn\u00edm marketingu.<\/p>\n

\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Nen\u00ed sponzoring alkoholu v motorsportu v rozporu se sd\u011blen\u00edm 'Nepij a nesedej za volant'?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n <\/p>\n

Zd\u00e1nliv\u00fd rozpor se m\u011bn\u00ed v komunika\u010dn\u00ed p\u0159\u00edle\u017eitost. Zna\u010dky jako Heineken a Johnnie Walker vyu\u017e\u00edvaj\u00ed partnerstv\u00ed v motorsportu pr\u00e1v\u011b k propagaci odpov\u011bdn\u00e9 konzumace. Akce motoristick\u00e9ho sportu nav\u0161t\u011bvuje anga\u017eovan\u00e9 publikum v uvoln\u011bn\u00e9 atmosf\u00e9\u0159e, co\u017e z nich d\u011bl\u00e1 ide\u00e1ln\u00ed prost\u0159ed\u00ed pro vzd\u011bl\u00e1v\u00e1n\u00ed fanou\u0161k\u016f v rozli\u0161ov\u00e1n\u00ed pot\u011b\u0161en\u00ed z pit\u00ed a j\u00edzdy pod vlivem alkoholu.<\/p>\n

\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Kter\u00e9 alkoholov\u00e9 zna\u010dky sponzoruj\u00ed MotoGP?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n <\/p>\n

V MotoGP hlavn\u00ed alkoholov\u00e1 partnerstv\u00ed zahrnuj\u00ed Aperol (tituln\u00ed sponzor na n\u011bkolika Grand Prix), Cinzano (historick\u00e1 italsk\u00e1 zna\u010dka paddocku), Freixenet\/Cava (\u0161umiv\u00e9 v\u00edno pro slavnosti na p\u00f3diu) a pivo Singha (ofic\u00e1ln\u00ed partner cel\u00e9 s\u00e9rie). Estrella Galicia m\u00e1 mnoho sponzorsk\u00fdch dohod s jezdci a t\u00fdmy v r\u016fzn\u00fdch kategori\u00edch, ale p\u0159edev\u0161\u00edm prost\u0159ednictv\u00edm bezalkoholick\u00e9 zna\u010dky 0,0, dlouho spojen\u00e9 s Marcem M\u00e1rquezem.<\/p>\n

\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Kter\u00e9 alkoholov\u00e9 zna\u010dky jsou spojeny s NASCAR?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n <\/p>\n

NASCAR m\u00e1 dlouhou tradici alkoholov\u00fdch partnerstv\u00ed s americk\u00fdmi zna\u010dkami: Miller, Budweiser, Coors, Jack Daniel’s a Jim Beam jsou ty nejzn\u00e1m\u011bj\u0161\u00ed. Tyto dohody umo\u017enily t\u011bmto zna\u010dk\u00e1m vybudovat identitu siln\u011b spojenou s kulturou americk\u00e9ho motorsportu a oslovovat v\u011brn\u00e9 a v\u00e1\u0161niv\u00e9 publikum po cel\u00e1 desetilet\u00ed trval\u00fdch partnerstv\u00ed.<\/p>\n

\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

P\u0159i diskus\u00edch o sportovn\u00edm marketingu se po l\u00e9ta opakovala jedna z nej\u010dast\u011bj\u0161\u00edch n\u00e1mitek: v\u00fdrobci alkoholick\u00fdch n\u00e1poj\u016f by se m\u011bli dr\u017eet co nejd\u00e1l od sponzorstv\u00ed v motoristick\u00e9m sportu. Na prvn\u00ed pohled by v\u00fdrobci piva, v\u00edna a destil\u00e1t\u016f nem\u011bli b\u00fdt povzbuzov\u00e1ni k navazov\u00e1n\u00ed partnerstv\u00ed s motorov\u00fdmi vozidly \u2014 v\u017edy\u0165 argument \u00abNepij a nesedej za volant\u00bb je dostate\u010dn\u011b […]<\/p>\n","protected":false},"author":14,"featured_media":190242,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20231,20229],"tags":[],"class_list":["post-296939","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motorsport-cs","category-sportovni-sponzoring"],"acf":[],"contentshake_article_id":"","yoast_head":"\nDrink and Drive: pro\u010d alkoholov\u00e9 zna\u010dky sponzoruj\u00ed motorsport - RTR Sports<\/title>\n<meta name=\"description\" content=\"Heineken, Martini, Aperol, Estrella Galicia: pro\u010d tolik alkoholov\u00fdch zna\u010dek sponzoruje motorsport? 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