{"id":296965,"date":"2025-07-16T11:59:51","date_gmt":"2025-07-16T09:59:51","guid":{"rendered":"https:\/\/rtrsports.com\/motoristicky-sport-je-nebezpecny-nebudeme-ho-sponzorovat-je-to-proti-zasadam-nasi-spolecnosti\/"},"modified":"2026-09-09T11:17:36","modified_gmt":"2026-09-09T09:17:36","slug":"motoristicky-sport-je-nebezpecny-nebudeme-ho-sponzorovat-je-to-proti-zasadam-nasi-spolecnosti","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/motoristicky-sport-je-nebezpecny-nebudeme-ho-sponzorovat-je-to-proti-zasadam-nasi-spolecnosti\/","title":{"rendered":"Motorsport je nebezpe\u010dn\u00fd, nebudeme ho sponzorovat \u2014 je to proti z\u00e1sad\u00e1m na\u0161\u00ed spole\u010dnosti"},"content":{"rendered":"

Ka\u017ed\u00fd, kdo pracuje v oblasti sportovn\u00edho sponzoringu, tuto situaci d\u016fv\u011brn\u011b zn\u00e1. Obvykle p\u0159ich\u00e1z\u00ed p\u0159esn\u011b ve chv\u00edli, kdy se zd\u00e1, \u017ee sch\u016fzka sp\u011b\u0161\u00ed k dobr\u00e9mu z\u00e1v\u011bru. Marketingov\u00fd \u0159editel nebo n\u011bkdo z veden\u00ed vezme slovo: \u201eMotorsport n\u00e1s l\u00e1k\u00e1, ale je p\u0159\u00edli\u0161 nebezpe\u010dn\u00fd. To by bylo v rozporu se z\u00e1sadami na\u0161\u00ed spole\u010dnosti.\u201c<\/em><\/p>\n

Takov\u00fd postoj si zaslu\u017euje respekt. Kdo ho vyj\u00e1d\u0159uje, nehled\u00e1 z\u00e1minku k ukon\u010den\u00ed rozhovoru \u2014 klade skute\u010dn\u00e9 ot\u00e1zky: reputaci zna\u010dky, konzistenci s hodnotami spole\u010dnosti, riziko komunika\u010dn\u00ed krize. To jsou opr\u00e1vn\u011bn\u00e9 obavy. Probl\u00e9m b\u00fdv\u00e1 v tom, \u017ee o\u010dek\u00e1van\u00e1 odpov\u011b\u010f \u010dasto neodpov\u00edd\u00e1 skute\u010dn\u00fdm dat\u016fm.<\/p>\n

Vn\u00edm\u00e1n\u00ed a data<\/h2>\n

Za posledn\u00edch 40 let ve Formuli 1 a MotoGP zahynulo p\u0159\u00edmo p\u0159i z\u00e1vod\u011b p\u0159ibli\u017en\u011b 25 jezdc\u016f. To znamen\u00e1 v pr\u016fm\u011bru jednou za 21 m\u011bs\u00edc\u016f v r\u00e1mci dvou \u0161ampion\u00e1t\u016f, kter\u00e9 dohromady odehr\u00e1ly tis\u00edce z\u00e1vod\u016f p\u0159ed miliardami televizn\u00edch div\u00e1k\u016f.<\/p>\n

U\u017e toto \u010d\u00edslo by m\u011blo v\u00e9st k zamy\u0161len\u00ed. Srovn\u00e1n\u00ed s jin\u00fdmi sporty perspektivu je\u0161t\u011b up\u0159es\u0148uje: v It\u00e1lii um\u00edr\u00e1 p\u0159i sportu v\u00edce ne\u017e 100 lid\u00ed ro\u010dn\u011b. Silni\u010dn\u00ed cyklistika \u2014 sport, kter\u00fd mnoho zna\u010dek pova\u017euje za imageov\u011b bezpe\u010dn\u00fd \u2014 zp\u016fsob\u00ed jen v It\u00e1lii jednu smrt ka\u017ed\u00fdch 35 hodin. Sb\u011br hub v lese, aktivita, kter\u00e1 se sportovn\u00edm rizikem v\u016fbec nesouvis\u00ed, ro\u010dn\u011b zabije v\u00edce lid\u00ed ne\u017e F1 a MotoGP dohromady. To nen\u00ed cynismus \u2014 to je korekce zkreslen\u00ed zp\u016fsoben\u00e9ho medi\u00e1ln\u00ed pozornost\u00ed.<\/p>\n

Co se zm\u011bnilo od roku 2015<\/h2>\n

Data z posledn\u00edho desetilet\u00ed vypr\u00e1v\u011bj\u00ed je\u0161t\u011b p\u0159esv\u011bd\u010div\u011bj\u0161\u00ed p\u0159\u00edb\u011bh. Ve Formuli 1 byl posledn\u00edm jezdcem, kter\u00fd zahynul p\u0159i z\u00e1vod\u011b, Jules Bianchi v roce 2015. Od t\u00e9 doby uplynulo v\u00edce ne\u017e 10 sez\u00f3n, ani\u017e by do\u0161lo k jak\u00e9koli \u00famrtnosti p\u0159i z\u00e1vod\u011b. Anal\u00fdza z roku 2024 odhadla, \u017ee frekvence smrteln\u00fdch nehod v F1 p\u0159epo\u010dten\u00e1 na jeden z\u00e1vod klesla o v\u00edce ne\u017e 98 % mezi roky 1960 a 2020. Pravd\u011bpodobnost p\u0159e\u017eit\u00ed n\u00e1razu p\u0159i rychlosti nad 200 km\/h stoupla ze zhruba 60 % v 80. letech na dne\u0161n\u00edch 99,8 %.<\/p>\n

V MotoGP je situace v nejvy\u0161\u0161\u00ed t\u0159\u00edd\u011b podobn\u00e1. Posledn\u00edm jezdcem, kter\u00fd zahynul p\u0159\u00edmo p\u0159i z\u00e1vod\u011b MotoGP, byl Marco Simoncelli v roce 2011. Za posledn\u00edch 14 let nezem\u0159el v nejvy\u0161\u0161\u00ed t\u0159\u00edd\u011b dvoukol\u00e9ho motorsportu \u017e\u00e1dn\u00fd jezdec \u2014 v motorsportu, kde z\u00e1vodn\u00edci dosahuj\u00ed rychlost\u00ed p\u0159es 340 km\/h.<\/p>\n

Bezpe\u010dn\u00fastn\u00ed technika, kterou ve\u0159ejnost nevid\u00ed<\/h2>\n

Halo \u2014 titanov\u00e1 konstrukce chr\u00e1n\u011bc\u00ed kabin F1 \u2014 se stalo povinn\u00fdm v roce 2018. Od t\u00e9 doby pomohlo p\u0159edej\u00edt \u00famrtnost\u00ed p\u0159\u00edpadn\u011b ve dvou p\u0159\u00edpadech, kter\u00e9 by jinak pravd\u011bpodobn\u011b skon\u010dily tragi\u010dn\u011b: Romain Grosjean v Bahr\u00e9jnu v roce 2020, kdy se jeho auto rozlomilo na dv\u011b \u010d\u00e1sti a vzn\u00edtilo, a Zhou Guanyu v Silverstonu v roce 2022, kdy se auto p\u0159evr\u00e1tilo a klouzalo des\u00edtky metr\u016f po trati. V obou p\u0159\u00edpadech bylo Halo rozhoduj\u00edc\u00ed.<\/p>\n

V MotoGP se od roku 2019 stal povinn\u00fdm z\u00e1vodn\u00ed oblek s integrov\u00e1n\u00fdm airbagem \u2014 aktivuje se b\u011bhem zlomku sekundy a chr\u00e1n\u00ed ramena, hrud\u0148 a p\u00e1te\u0159 je\u0161t\u011b p\u0159ed dopadem. Technologie vyvinut\u00e9 k ochran\u011b jezdc\u016f se syst\u00e9maticky p\u0159en\u00e1\u0161ej\u00ed do b\u011b\u017en\u00e9 silni\u010dn\u00ed dopravy. Sponzorovat motorsport znamen\u00e1 sd\u00edlet zna\u010dku s technologickou excelenc\u00ed, kter\u00e1 ka\u017ed\u00fd den zachra\u0148uje \u017eivoty na silnic\u00edch.<\/p>\n

Skute\u010dn\u00fd probl\u00e9m nen\u00ed riziko, ale jeho viditelnost<\/h2>\n

Motorsport nen\u00ed statisticky nebezpe\u010dn\u011bj\u0161\u00ed ne\u017e mnoho jin\u00fdch v\u00fdkonostn\u00edch sport\u016f. Kdy\u017e v\u0161ak dojde k n\u011bjak\u00e9mu incidentu, je viditelnost mimo\u0159\u00e1dn\u00e1: nehody se odehr\u00e1vaj\u00ed v p\u0159\u00edm\u00e9m p\u0159enosu p\u0159ed miliardami div\u00e1k\u016f, sn\u00edman\u00e9 z des\u00eetek \u00fahl\u016f ve vysok\u00e9m rozli\u0161en\u00ed. P\u00e1d v MotoGP se objev\u00ed na ve\u010dern\u00edch zpr\u00e1v\u00e1ch a na soci\u00e1ln\u00edch s\u00edt\u00edch b\u011bhem n\u011bkolika minut; t\u011bch v\u00edce ne\u017e 100 sportovn\u00edch \u00famrtnost\u00ed ro\u010dn\u011b v It\u00e1lii nez\u00edsk\u00e1 prakticky \u017e\u00e1dnou publicitu.<\/p>\n

Tato medi\u00e1ln\u00ed nerovnov\u00e1ha vytv\u00e1\u0159\u00ed kognitivn\u00ed zkreslen\u00ed, kter\u00e9 bez dat nelze snadno korigovat. Vede tak mnoh\u00e9 zna\u010dky k syst\u00e9matick\u00e9mu p\u0159ecelov\u00e1n\u00ed skute\u010dn\u00e9ho rizika a opou\u0161t\u011bn\u00ed jedn\u00e9 z nejefektivn\u011bj\u0161\u00edch glob\u00e1ln\u00edch komunika\u010dn\u00edch platforem \u2014 F1 a MotoGP dohromady dosa\u017euj\u00ed p\u0159es 2 miliardy div\u00e1ck\u00fdch kontakt\u016f za sez\u00f3nu. Co skute\u010dn\u011b vy\u017eaduje pe\u010dliv\u00e9 zv\u00e1\u017een\u00ed, jsou smluvn\u00ed klauzule pro \u0159\u00edzen\u00ed kriz\u00ed, p\u0159edem definovan\u00e9 komunika\u010dn\u00ed pl\u00e1ny pro nouzov\u00e9 situace a pe\u010dliv\u00fd v\u00fdb\u011br sportovn\u00edch aktivit konzistentn\u00edch s hodnotami zna\u010dky.<\/p>\n\n

Pokud m\u00e1te z\u00e1jem prozkoumat mo\u017enosti sponzoringu v motorsportu a zjistit, jak \u0159\u00eddit bezpe\u010fnostn\u00ed komunikaci s intern\u00edmi stakeholdery, pod\u00edvejte se na na\u0161eho pr\u016fvodce sponzoringstv\u00edm MotoGP<\/a> nebo n\u00e1s kontaktujte pro osobn\u00ed konzultaci.<\/p>\n

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Nej\u010dast\u011bj\u0161\u00ed ot\u00e1zky o bezpe\u010dnosti motorsportu<\/b><\/h2>\r\n \r\n
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\r\n Je motorsport opravdu nebezpe\u010dn\u011bj\u0161\u00ed ne\u017e jin\u00e9 sporty?<\/b>\r\n <\/h3>\r\n\r\n
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Data \u0159\u00edkaj\u00ed opak. Za 40 let zahynulo v F1 a MotoGP v nejvy\u0161\u0161\u00ed t\u0159\u00edd\u011b dohromady p\u0159ibli\u017en\u011b 25 jezdc\u016f. V It\u00e1lii v\u0161ak ka\u017edoro\u010dn\u011b um\u00edr\u00e1 p\u0159i sportu v\u00edce ne\u017e 100 lid\u00ed. Motorsport p\u016fsob\u00ed nebezpe\u010dn\u011bji, proto\u017ee jeho nehody jsou sledov\u00e1ny v p\u0159\u00edm\u00e9m p\u0159enosu po cel\u00e9m sv\u011bt\u011b \u2014 ne kv\u016fli statistick\u00e9 frekvenci.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n

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\r\n Co se zm\u011bnilo v bezpe\u010dnosti motorsportu za posledn\u00edch 10 let?<\/b>\r\n <\/h3>\r\n\r\n
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Zm\u011bnilo se toho hodn\u011b. Ve F1 nebyl od roku 2015 zaznamen\u00e1n \u017e\u00e1dn\u00fd smrteln\u00fd \u00faraz: anal\u00fdza z roku 2024 odhadla pokles smrteln\u00fdch nehod na jeden z\u00e1vod o v\u00edce ne\u017e 98 % mezi roky 1960 a 2020. Halo (povinn\u00e9 od roku 2018) prokazateln\u011b zachr\u00e1nilo \u017eivoty Grosjeanovi (2020) a Zhouovi (2022). V MotoGP je airbagov\u00fd z\u00e1vodn\u00ed oblek povinn\u00fd od roku 2019 a nejvy\u0161\u0161\u00ed t\u0159\u00edda nem\u00e1 \u017e\u00e1dnou \u00famrtnost od roku 2011.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n

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\r\n Hroz\u00ed m\u00e9 zna\u010dce reputac\u010cn\u00ed riziko ze sponzoringu motorsportu?<\/b>\r\n <\/h3>\r\n\r\n
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Ka\u017ed\u00fd sport s sebou nes\u00e9 ur\u010ditou m\u00edru rizika. Specifikum motorsportu spo\u010d\u00edv\u00e1 ve viditelnosti incident\u016f. To lze \u0159\u00eddit prost\u0159ednictv\u00edm jasn\u00fdch smluvn\u00edch podm\u00ednek, komunika\u010dn\u00edch pl\u00e1n\u016f p\u0159ipraven\u00fdch p\u0159edem a pe\u010dliv\u00fdm v\u00fdb\u011brem sportovn\u00edho aktiva konzistentn\u00edho s identitou zna\u010dky.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n

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\r\n Jak velk\u00e9 zna\u010dky zvl\u00e1daj\u00ed p\u0159\u00edpadn\u00e9 nehody b\u011bhem sponzorsk\u00e9 sez\u00f3ny?<\/b>\r\n <\/h3>\r\n\r\n
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Historick\u00e9 zku\u0161enosti jsou jasn\u00e9: ve velk\u00e9 v\u011bt\u0161in\u011b p\u0159\u00edpad\u016f ve\u0159ejnost a sportovn\u00ed sv\u011bt jasn\u011b rozli\u0161uj\u00ed mezi nehodou a sponzoruj\u00edci zna\u010dkami. Red Bull, Renault, DHL a Petronas pro\u017eily sez\u00f3ny se z\u00e1va\u017en\u00fdmi incidenty bez trval\u00e9ho po\u0161kozen\u00ed reputace, proto\u017ee jejich p\u0159\u00edtomnost je vn\u00edm\u00e1na jako organick\u00e1 sou\u010d\u00e1st sportovn\u00edho ekosyst\u00e9mu.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n

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\r\n Kde mohu z\u00edskat v\u00edce informac\u00ed o sponzorsk\u00fdch p\u0159\u00edle\u017eitostech v motorsportu?<\/b>\r\n <\/h3>\r\n\r\n
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RTR Sports m\u00e1 v\u00edce ne\u017e 30 let zku\u0161enost\u00ed se sponzorstvem v motorsportu nejvy\u0161\u0161\u00ed \u00farovn\u011b \u2014 F1, MotoGP, Formula E, WEC a NASCAR. Pod\u00edvejte se na na\u0161eho pr\u016fvodce sponzorstvem MotoGP<\/a> nebo n\u00e1s kontaktujte pro osobn\u00ed konzultaci a p\u0159edb\u011b\u017en\u00e9 posouzen\u00ed.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n \r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

Ka\u017ed\u00fd, kdo pracuje v oblasti sportovn\u00edho sponzoringu, tuto situaci d\u016fv\u011brn\u011b zn\u00e1. Obvykle p\u0159ich\u00e1z\u00ed p\u0159esn\u011b ve chv\u00edli, kdy se zd\u00e1, \u017ee sch\u016fzka sp\u011b\u0161\u00ed k dobr\u00e9mu z\u00e1v\u011bru. Marketingov\u00fd \u0159editel nebo n\u011bkdo z veden\u00ed vezme slovo: \u201eMotorsport n\u00e1s l\u00e1k\u00e1, ale je p\u0159\u00edli\u0161 nebezpe\u010dn\u00fd. To by bylo v rozporu se z\u00e1sadami na\u0161\u00ed spole\u010dnosti.\u201c Takov\u00fd postoj si zaslu\u017euje respekt. Kdo […]<\/p>\n","protected":false},"author":2,"featured_media":189505,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20230,20229],"tags":[],"class_list":["post-296965","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing","category-sportovni-sponzoring"],"acf":[],"contentshake_article_id":"","yoast_head":"\nJe motorsport p\u0159\u00edli\u0161 nebezpe\u010dn\u00fd ke sponzorov\u00e1n\u00ed? Skute\u010dn\u00e1 bezpe\u010dnostn\u00ed data 2024-2025<\/title>\n<meta name=\"description\" content=\"Je F1 a MotoGP opravdu nebezpe\u010dn\u011bj\u0161\u00ed ne\u017e jin\u00e9 sporty? 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