{"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":"2025-07-16T11:46:59","modified_gmt":"2025-07-16T09:46:59","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 class=\"ai-optimize-6 ai-optimize-introduction\">P\u0159ed n\u011bkolika dny jsem se bavil o <strong>sportovn\u00edm marketingu<\/strong> a jedn\u00edm z nej\u010dast\u011bji se opakuj\u00edc\u00edch n\u00e1zor\u016f bylo, \u017ee <strong>v\u00fdrobci alkoholick\u00fdch n\u00e1poj\u016f by se m\u011bli dr\u017eet na m\u00edle daleko od sponzoringu v<\/strong> motoristick\u00e9m sportu. P\u0159i p\u0159edb\u011b\u017en\u00e9m pohledu by v\u00fdrobci piva, v\u00edna a lihovin nem\u011bli b\u00fdt podporov\u00e1ni v uzav\u00edr\u00e1n\u00ed partnerstv\u00ed s motorov\u00fdmi vozidly, a to podle zcela z\u0159ejm\u00e9 linie <strong>Don&#8217;t Drink and Drive.<\/strong><\/p>\n<p class=\"ai-optimize-7\">Proto\u017ee tento postoj nevysv\u011btluje, pro\u010d se spole\u010dnosti jako <strong>Martini, Campari, Heineken, Peroni, Estrella Galicia, Freixenet, Chandon<\/strong> a mnoho dal\u0161\u00edch v pr\u016fb\u011bhu \u010dasu spojily s mnoha discipl\u00ednami motoristick\u00e9ho sportu, zaslou\u017e\u00ed si toto t\u00e9ma dal\u0161\u00ed zkoum\u00e1n\u00ed.<\/p>\n<h2 class=\"ai-optimize-8\">Alkohol a motory: zvl\u00e1\u0161tn\u00ed kombinace<\/h2>\n<p class=\"ai-optimize-9\">Jak\u00e1 je souvislost mezi alkoholem a motory? Je to prost\u00e9: b\u011bhem nejpresti\u017en\u011bj\u0161\u00edch <strong>pohostinsk\u00fdch akc\u00ed<\/strong> na dvoukolov\u00fdch i \u010dty\u0159kolov\u00fdch \u0161ampion\u00e1tech je zcela b\u011b\u017en\u00e9 p\u0159ip\u00edt si na v\u00edt\u011bzstv\u00ed, d\u00e1t si aperitiv p\u0159ed ob\u011bdem a sd\u00edlet p\u0159\u00edjemn\u00e9 chv\u00edle s koktejlem v ruce. Jak\u00e9 jsou dal\u0161\u00ed d\u016fvody, kter\u00e9 postupem \u010dasu p\u0159esv\u011bd\u010dily tak vysoce postaven\u00e9 spole\u010dnosti, aby se tomuto odv\u011btv\u00ed v\u011bnovaly?<\/p>\n<p class=\"ai-optimize-10\">Dobrou odpov\u011bd\u00ed na tuto ot\u00e1zku m\u016f\u017ee b\u00fdt <strong>mo\u017enost, kterou nab\u00edz\u00ed vypr\u00e1v\u011bn\u00ed p\u0159\u00edb\u011bh\u016f<\/strong>, a nepochybn\u011b je to jeden z d\u016fvod\u016f, na kter\u00fd upozornila skv\u011bl\u00e1 iniciativa spole\u010dnosti <strong>Johnnie Walker<\/strong> se \u0161ampionem <strong>Formule 1<\/strong><strong> Mikou Hakkinenem<\/strong> a s podporou <strong>skotsk\u00e9ho parlamentu<\/strong>. Johnnie Walker m\u00e1 s <strong>McLarenem<\/strong> a <strong>Formul\u00ed 1<\/strong> velmi dlouhou historii a hojn\u011b vyu\u017e\u00edv\u00e1 mo\u017enost\u00ed, kter\u00e9 t\u00fdm a jeho organizace nab\u00edz\u00ed.<\/p>\n<p class=\"ai-optimize-11\">Motoristick\u00fd sport nab\u00edz\u00ed mo\u017enost zviditelnit se a tak\u00e9 p\u0159\u00edle\u017eitost vychov\u00e1vat z\u00e1kazn\u00edky k odpov\u011bdn\u00e9mu <strong>chov\u00e1n\u00ed.<\/strong> Z komunika\u010dn\u00edho hlediska je obraz zna\u010dky poskytovan\u00fd publiku takov\u00fd, \u017ee spole\u010dnost se nezaj\u00edm\u00e1 o zisk &#8211; nebo p\u0159inejmen\u0161\u00edm nejen o n\u011bj -, ale p\u0159edev\u0161\u00edm a p\u0159edev\u0161\u00edm o blaho sv\u00fdch z\u00e1kazn\u00edk\u016f. Jsme na va\u0161\u00ed stran\u011b, jsme jako vy, m\u00e1me r\u00e1di stejn\u00e9 v\u011bci a z\u00e1le\u017e\u00ed n\u00e1m na va\u0161em blahu: jezd\u011bte bezpe\u010dn\u011b dom\u016f, nepijte a bu\u010fte obez\u0159etn\u00ed a cho\u010fte za sv\u00fdmi bl\u00edzk\u00fdmi (a p\u0159\u00edpadn\u011b si otev\u0159ete jednu z na\u0161ich plechovek nebo lahv\u00ed, kdy\u017e jste s nimi). <strong>Zd\u00e1 se, \u017ee toto je poselstv\u00ed, kter\u00e9 <\/strong>dnes <strong>velc\u00ed v\u00fdrobci p\u0159ed\u00e1vaj\u00ed <\/strong>, a zauj\u00edmaj\u00ed tak zcela jin\u00fd p\u0159\u00edstup ne\u017e v minulosti, kdy se soust\u0159edili na v\u00fdrobek a tlak vyv\u00edjen\u00fd na spot\u0159ebitele m\u011bl za c\u00edl pouze p\u0159im\u011bt je ke koupi v\u00fdrobku.<\/p>\n<h2 class=\"ai-optimize-12\"><a href=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/heineken-2.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-20447\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/heineken-2.png\" alt=\"heineken f1\" width=\"600\" height=\"400\" \/><\/a><\/h2>\n<h2 class=\"ai-optimize-13\">Co d\u011blaj\u00ed ostatn\u00ed? N\u011bkolik p\u0159\u00edklad\u016f ze sou\u010dasnosti a minulosti<\/h2>\n<p class=\"ai-optimize-14\">Tot\u00e9\u017e se nyn\u00ed d\u011bje i v p\u0159\u00edpad\u011b <strong>Heinekenu<\/strong>: spole\u010dnost intenzivn\u011b komunikuje pomoc\u00ed sportu a p\u0159ed n\u011bkolika lety p\u0159idala k <strong>Lize mistr\u016f<\/strong>, v n\u00ed\u017e se ji\u017e anga\u017eovala, i <strong>F1<\/strong>. I v tomto p\u0159\u00edpad\u011b se jako pil\u00ed\u0159e, na nich\u017e byla dohoda zalo\u017eena, jev\u00ed pov\u011bdom\u00ed o zna\u010dce, mo\u017enost marketingov\u00fdch aktivac\u00ed a vypr\u00e1v\u011bn\u00ed p\u0159\u00edb\u011bh\u016f.<\/p>\n<p class=\"ai-optimize-15\">M\u016f\u017eeme tak\u00e9 zm\u00ednit <strong>Chandon,<\/strong> v\u00fdrobce <strong>\u0161ampa\u0148sk\u00e9ho,<\/strong> kter\u00fd podporoval <strong>McLaren na jeho<\/strong> cest\u011b, <strong>Martini<\/strong>, kter\u00e9 bylo s <strong>Williamsem<\/strong> v jeho vzestupech i p\u00e1dech, a <b>vodku Smirnoff<\/b>, kter\u00e1 z\u00e1vodila s dnes ji\u017e letit\u00fdmi vozy <strong>Force India<\/strong> \u0159\u00edzen\u00fdmi <strong>Hulkenbergem<\/strong> a <strong>Perezem.<\/strong> <strong>Force India<\/strong> byla prvn\u00ed, kter\u00e1 m\u011bla na boc\u00edch vozu logo v\u00fdrobce whiskey Whyte &amp; Mackay, a Raikkonen\u016fv Lotus m\u011bl podobu <b>Golden Label<\/b>, pr\u00e9miov\u00e9 \u0159ady <strong>Johnnie Walker<\/strong>.<\/p>\n<p class=\"ai-optimize-16\">To jsou v\u0161echno p\u0159\u00edklady z Formule 1, ale lze zkoumat i dal\u0161\u00ed discipl\u00edny, jako je <strong>NASCAR a <a href=\"https:\/\/rtrsports.com\/cs\/andretti-autosport-sponzoring-formula-e\/\">IndyCar<\/a><\/strong>, na kter\u00fdch spole\u010dnosti jako <strong>Miller,<\/strong> <strong>Jack Daniels<\/strong>, <strong>Budweiser,<\/strong> <strong>Jim Beam<\/strong>, <strong>Coors<\/strong> a mnoho dal\u0161\u00edch vybudovaly sv\u00e9 bohatstv\u00ed.<\/p>\n<h2 class=\"ai-optimize-17\"><a href=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/nascar-3.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-20446\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/nascar-3.png\" alt=\"\" width=\"600\" height=\"400\" \/><\/a><\/h2>\n<h2 class=\"ai-optimize-18\">Co alkohol v MotoGP?<\/h2>\n<p class=\"ai-optimize-19\">Za zm\u00ednku stoj\u00ed dohody, kter\u00e9 realizovaly pln\u011b italsk\u00e9 zna\u010dky jako <strong>Cinzano<\/strong> a <strong><a href=\"https:\/\/rtrsports.com\/cs\/portfolio-posts\/aperol-spritz-maximalizujici-viditelnost-na-motogp-of-misano\/\">Aperol<\/a><\/strong> a kter\u00e9 odstartovaly jejich dlouholet\u00e9 partnerstv\u00ed s <strong>MotoGP.<\/strong> Sponzorstv\u00ed jmen, zviditeln\u011bn\u00ed poskytnut\u00e9 na mnoha trz\u00edch a mo\u017enost zapojen\u00ed z\u00fa\u010dastn\u011bn\u00e9ho publika, vedle rozs\u00e1hl\u00e9ho vyu\u017eit\u00ed pohostinstv\u00ed, prov\u00e1zely tuto dlouhodobou sportovn\u00ed marketingovou dohodu ve spojen\u00ed se sv\u011btov\u00fdm \u0161ampion\u00e1tem motocykl\u016f. Tyto nov\u00e9 vstupy samoz\u0159ejm\u011b nezp\u016fsobily rozchod mezi <a href=\"https:\/\/rtrsports.com\/cs\/sponzoring-sport-2\/attachment\/motogp-sponsorship\/\"><strong>MotoGP<\/strong><\/a> a jeho historick\u00fdm odkazem, <strong>zna\u010dkami Cava, Freixenet<\/strong>, jimi\u017e se p\u0159ip\u00edj\u00ed na stupn\u00edch v\u00edt\u011bz\u016f &#8211; i kdy\u017e t\u00e9m\u011b\u0159 v\u0161echny t\u00fdmy maj\u00ed smlouvy s v\u00fdrobci \u0161umiv\u00fdch v\u00edn -, nebo pivy, jako je <strong>Singha<\/strong>, ofici\u00e1ln\u00ed partner cel\u00e9ho seri\u00e1lu. Kdy\u017e u\u017e jsme zm\u00ednili piva, zvl\u00e1\u0161tn\u00ed zm\u00ednku si zaslou\u017e\u00ed <strong>Estrella Galicia<\/strong>, kter\u00e1 m\u00e1 mnoho r\u016fzn\u00fdch otev\u0159en\u00fdch sponzorsk\u00fdch smluv se z\u00e1vodn\u00edky a t\u00fdmy z r\u016fzn\u00fdch kategori\u00ed, i kdy\u017e v\u011bt\u0161inou se svou nealkoholickou zna\u010dkou 0,0.<\/p>\n<p class=\"ai-optimize-20\"><a href=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/aperol-2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-20445\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/aperol-2.jpg\" alt=\"\" width=\"600\" height=\"400\" \/><\/a>Shrnut\u00ed. A\u010dkoli se na prvn\u00ed, povrchn\u00ed pohled m\u016f\u017ee zd\u00e1t, \u017ee alkoholick\u00e9 n\u00e1poje a motoristick\u00fd sport jsou dva odli\u0161n\u00e9 sv\u011bty, je t\u0159eba vz\u00edt v \u00favahu, \u017ee sportovn\u00ed akce nav\u0161t\u011bvuje publikum, kter\u00e9 je na toto t\u00e9ma obzvl\u00e1\u0161t\u011b citliv\u00e9, a to v dob\u011b odpo\u010dinku, kdy je snaz\u0161\u00ed \u00fasp\u011b\u0161n\u011b p\u0159edat sd\u011blen\u00ed. Vzhledem k tomu, \u017ee v\u00fdrobci alkoholick\u00fdch n\u00e1poj\u016f by m\u011bli m\u00edt z\u00e1jem na sn\u00ed\u017een\u00ed po\u010dtu nehod spojen\u00fdch s konzumac\u00ed alkoholu, nemohla by b\u00fdt lep\u0161\u00ed sc\u00e9na ne\u017e sportovn\u00ed k v\u00fdchov\u011b velmi citliv\u00fdch spot\u0159ebitel\u016f k odpov\u011bdn\u00e9 konzumaci.<\/p>\n<p class=\"ai-optimize-21\"><a href=\"https:\/\/rtrsports.com\/cs\/blog\/motogp-audience-fans\/\">Motoristick\u00fd sport a <strong>MotoGP<\/strong> jsou propaga\u010dn\u00ed platformou na silnici, kter\u00e1 nab\u00edz\u00ed spole\u010dnostem mo\u017enost komunikovat s mlad\u00fdm, citliv\u00fdm a vysoce utr\u00e1cej\u00edc\u00edm publikem<\/a>. Jeden jedin\u00fd n\u00e1stroj zasahuj\u00edc\u00ed 4 kontinenty a 15 n\u00e1rod\u016f d\u00e1v\u00e1 spole\u010dnostem mo\u017enost organizovat PR iniciativy, propaga\u010dn\u00ed akce a reklamn\u00ed kampan\u011b, kter\u00e9 hovo\u0159\u00ed stejn\u00fdm jazykem jako c\u00edlov\u00e1 skupina, s n\u00ed\u017e sd\u00edlej\u00ed v\u00e1\u0161e\u0148.<\/p>\n<p class=\"ai-optimize-22\"><strong>L\u00edbil se v\u00e1m tento p\u0159\u00edsp\u011bvek? Nenechte si uj\u00edt p\u0159\u00edle\u017eitost jej sd\u00edlet! <\/strong><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>P\u0159ed n\u011bkolika dny jsem se bavil o sportovn\u00edm marketingu a jedn\u00edm z nej\u010dast\u011bji se opakuj\u00edc\u00edch n\u00e1zor\u016f bylo, \u017ee v\u00fdrobci alkoholick\u00fdch n\u00e1poj\u016f by se m\u011bli dr\u017eet na m\u00edle daleko od sponzoringu v motoristick\u00e9m sportu. P\u0159i p\u0159edb\u011b\u017en\u00e9m pohledu by v\u00fdrobci piva, v\u00edna a lihovin nem\u011bli b\u00fdt podporov\u00e1ni v uzav\u00edr\u00e1n\u00ed partnerstv\u00ed s motorov\u00fdmi vozidly, a to podle zcela [&hellip;]<\/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":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Pro\u010d je do sponzoringu motoristick\u00e9ho sportu zapojeno tolik zna\u010dek alkoholu?<\/title>\n<meta name=\"description\" content=\"Na prvn\u00ed pohled by v\u00fdrobci piva, v\u00edna a lihovin nem\u011bli b\u00fdt vyb\u00edzeni k uzav\u00edr\u00e1n\u00ed partnerstv\u00ed. Vzhledem k tomu, \u017ee tento postoj nevysv\u011btluje, pro\u010d se spole\u010dnosti jako Martini, Campari a mnoho dal\u0161\u00edch v pr\u016fb\u011bhu \u010dasu spojily s mnoha motoristick\u00fdmi discipl\u00ednami, zaslou\u017e\u00ed si toto t\u00e9ma dal\u0161\u00ed zkoum\u00e1n\u00ed.\" \/>\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\/blog\/alcohol-motor-sports-sponsorships\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Drink and Drive: pro\u010d se tolik zna\u010dek alkoholick\u00fdch n\u00e1poj\u016f pod\u00edl\u00ed na sponzoringu motoristick\u00e9ho sportu?\" \/>\n<meta property=\"og:description\" content=\"Na prvn\u00ed pohled by v\u00fdrobci piva, v\u00edna a lihovin nem\u011bli b\u00fdt vyb\u00edzeni k uzav\u00edr\u00e1n\u00ed partnerstv\u00ed. 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