{"id":297227,"date":"2025-07-16T16:26:43","date_gmt":"2025-07-16T14:26:43","guid":{"rendered":"https:\/\/rtrsports.com\/formule-e-sponzoring-obchod-a-budoucnost\/"},"modified":"2025-07-16T16:31:39","modified_gmt":"2025-07-16T14:31:39","slug":"formule-e-sponzoring-obchod-a-budoucnost","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/formula-e-sponsorships-business-future\/","title":{"rendered":"Formule E: sponzoring, obchod a budoucnost"},"content":{"rendered":"

Exponenci\u00e1ln\u00ed r\u016fst pln\u011b elektrick\u00fdch seri\u00e1l\u016f FIA<\/strong> je v\u00fdznamn\u00fdm sign\u00e1lem na sportovn\u00ed i sponzorsk\u00e9<\/strong> \u00farovni pro v\u0161echny profesion\u00e1ln\u00ed \u0161ampion\u00e1ty a ligy, stejn\u011b jako pro v\u0161echny, kte\u0159\u00ed se zab\u00fdvaj\u00ed sportovn\u00edm marketingem. Pokud chcete dos\u00e1hnout velk\u00fdch \u00fasp\u011bch\u016f, je nyn\u00ed ten spr\u00e1vn\u00fd \u010das za\u010d\u00edt p\u0159em\u00fd\u0161let o budoucnosti sportovn\u00edch discipl\u00edn a s nimi spojen\u00fdch obchodn\u00edch p\u0159\u00edle\u017eitostech<\/strong>.<\/p>\n

Nen\u00ed n\u00e1hodou, \u017ee Formule E<\/strong> si pom\u011brn\u011b rychle z\u00edskala pozornost v\u00fdrobc\u016f, investor\u016f, sponzor\u016f a zainteresovan\u00fdch stran a stala se „p\u0159\u00ed\u0161t\u00ed velkou v\u011bc\u00ed“ v oblasti sponzoringu v motoristick\u00e9m i jin\u00e9m sportu. Nem\u016f\u017eeme – a nem\u011bli bychom – zapom\u00ednat, \u017ee \u0161ampion\u00e1ty v motoristick\u00e9m sportu nejsou jen sportovn\u00ed ud\u00e1lost\u00ed, ale v podstat\u011b marketingov\u00fdm cvi\u010den\u00edm a platformou pro v\u00fdzkum a v\u00fdvoj v\u00fdrobc\u016f automobil\u016f a motocykl\u016f. MotoGP<\/strong><\/a>, Formule 1<\/strong>, Formule E<\/strong> a podobn\u00e9 sporty jsou n\u00e1stroji, kter\u00e9 v\u00fdrobci pou\u017e\u00edvaj\u00ed k tomu, aby uk\u00e1zali div\u00e1k\u016fm svou s\u00edlu a vyvinuli technologie, kter\u00e9 budou montovat do automobil\u016f a motocykl\u016f budoucnosti.<\/p>\n

Formule E a v\u00fdrobci automobil\u016f<\/h3>\n

Vych\u00e1z\u00edme-li z v\u00fd\u0161e uveden\u00e9ho pohledu, je d\u016fvod, pro\u010d si formule E<\/strong> z\u00edskala u v\u00fdrobc\u016f takov\u00e9 uzn\u00e1n\u00ed, z\u0159ejm\u00fd: elektromobilita<\/strong> je budoucnost\u00ed masov\u00e9ho automobilov\u00e9ho pr\u016fmyslu a sou\u010dasnost\u00ed v\u00fdzkumn\u00fdch a v\u00fdvojov\u00fdch<\/strong> iniciativ v\u00fdrobc\u016f automobil\u016f. Na druhou stranu benzinov\u00e9 a spalovac\u00ed motory, kter\u00e9 s sebou st\u00e1le nesou kouzlo dob, je\u017e jsou ji\u017e pry\u010d, maj\u00ed v mysl\u00edch konstrukt\u00e9r\u016f, po nich\u017e investo\u0159i po\u017eaduj\u00ed, aby pracovali s ohledem na ot\u00e1zky \u017eivotn\u00edho prost\u0159ed\u00ed a udr\u017eitelnosti, jen mal\u00fd prostor pro r\u016fst. V t\u00e9to souvislosti nen\u00ed p\u0159ekvapen\u00edm, \u017ee nejvy\u0161\u0161\u00ed veden\u00ed Mercedesu<\/strong> zpochyb\u0148uje budouc\u00ed p\u0159\u00edtomnost z\u00e1vodn\u00edho vozu se stuttgartskou<\/strong> hv\u011bzdou v \u0161ampion\u00e1tu Formule 1<\/strong> a je p\u0159ipraveno zav\u00e1zat se k pevn\u00e9mu a dlouhodob\u00e9mu vztahu s Formul\u00ed E.<\/strong><\/p>\n

Formule E a sponzo\u0159i<\/h3>\n

Pokud z pohledu v\u00fdrobc\u016f nejde o \u017e\u00e1dn\u00e9 p\u0159ekvapen\u00ed, pak obrovsk\u00e1 pozornost, kterou Formuli E<\/strong> v\u011bnuj\u00ed sponzo\u0159i<\/strong> a potenci\u00e1ln\u00ed investo\u0159i, je docela p\u016fsobiv\u00e1 a je to skute\u010dn\u00fd sign\u00e1l, kter\u00fd zna\u010d\u00ed, \u017ee se vynikaj\u00edc\u00ed kondici tohoto \u0161ampion\u00e1tu<\/strong><\/a>.<\/p>\n

Jak ji\u017e bylo na str\u00e1nk\u00e1ch tohoto blogu n\u011bkolikr\u00e1t zm\u00edn\u011bno, podniky mohou m\u00edt mnoho dobr\u00fdch d\u016fvod\u016f, pro\u010d se uch\u00e1zet o sponzorstv\u00ed Formule E<\/strong>: ekologick\u00e1 udr\u017eitelnost,<\/strong> mo\u017enost oslovit fanou\u0161ky v centrech m\u011bst, kde se z\u00e1vody konaj\u00ed, mezin\u00e1rodn\u00ed charakter \u0161ampion\u00e1tu<\/strong> a v neposledn\u00ed \u0159ad\u011b mo\u017enost nav\u00e1zat kontakt s p\u0159edn\u00edmi v\u00fdrobci a sponzory<\/strong>.<\/p>\n

Na jedn\u00e9 stran\u011b d\u00e1v\u00e1 tento sign\u00e1l dobrou nad\u011bji pro budoucnost t\u00e9to s\u00e9rie. Na druh\u00e9 stran\u011b – co\u017e je d\u016fle\u017eit\u011bj\u0161\u00ed – by m\u011bl v\u00e9st k obecn\u00fdm \u00favah\u00e1m o \u00faloze a budoucnosti sportovn\u00edho sponzoringu<\/strong> a sportovn\u00edho marketingu<\/strong>.<\/p>\n

Sponzorstv\u00ed, Formule E a stav techniky v oboru<\/h3>\n

Sponzorstv\u00ed Formule E<\/strong><\/a> nab\u00edz\u00ed <\/span>sponzorsk\u00e9mu<\/span> odv\u011btv\u00ed v\u00fdznamn\u00fd sign\u00e1l, kter\u00fd by nem\u011bl b\u00fdt ignorov\u00e1n<\/span>. V posledn\u00edch n\u011bkolika letech jsme \u010dasto sl\u00fdchali o „krizi odv\u011btv\u00ed“, „sni\u017eov\u00e1n\u00ed zdroj\u016f“ a obecn\u011b o ned\u016fv\u011b\u0159e podnik\u016f ve sport. Formule E je jedn\u00edm z mnoha p\u0159\u00edklad\u016f, kter\u00e9 bychom mohli uv\u00e9st a kter\u00e9 jasn\u011b ukazuj\u00ed jednu d\u016fle\u017eitou pravdu: podniky jsou st\u00e1le ochotny v\u011bnovat pozornost a investovat sv\u00e9 zdroje do oblast\u00ed, kde za to stoj\u00ed n\u00e1vrhy, hodnoty, horizont budoucnosti a lid\u00e9, kte\u0159\u00ed se na nich pod\u00edlej\u00ed.<\/strong><\/p>\n

Argumenty t\u00fdkaj\u00edc\u00ed se v\u00fdrobc\u016f automobil\u016f, kter\u00fdmi jsme se zab\u00fdvali v p\u0159edchoz\u00edch \u0159\u00e1dc\u00edch, se v podstat\u011b vztahuj\u00ed i na sportovn\u00ed sponzoring. Jde-li o marketingov\u00e9 cvi\u010den\u00ed, pak takov\u00e9 cvi\u010den\u00ed mus\u00ed nutn\u011b obsahovat slo\u017eky a syst\u00e9my hodnot, kter\u00e9 jsou schopny v\u00e9st zna\u010dky (a z\u00e1kazn\u00edky) k budoucnosti. V kontextu, kdy maj\u00ed podniky k dispozici stovky komunika\u010dn\u00edch strategi\u00ed, je hled\u00e1n\u00ed pen\u011bz na sponzoring bez schopnosti nab\u00eddnout prot\u011bj\u0161ek, kter\u00fd odpov\u00edd\u00e1 sou\u010dasn\u00e9mu trhu, na hony vzd\u00e1len\u00e9 d\u016fv\u011bryhodnosti<\/strong>.<\/p>\n

Pod\u00edvejme se na tuto problematiku z jin\u00e9ho \u00fahlu pohledu<\/strong>. Jestli\u017ee se zm\u011bnili z\u00e1kazn\u00edci, pozornost ve\u0159ejnosti a trh, pak se mus\u00ed zm\u011bnit i<\/strong> motivace a metodiky, na nich\u017e sponzoring stoj\u00ed<\/strong>. T\u00edm se otev\u00edr\u00e1 nov\u00e1 kapitola tohoto p\u0159\u00edb\u011bhu, kter\u00e1 m\u016f\u017ee zabrat str\u00e1nky a str\u00e1nky, pokud jste ochotni prozkoumat v\u0161echny mo\u017en\u00e9 aspekty. Ob\u00e1v\u00e1m se, \u017ee toto nen\u00ed vhodn\u00e9 m\u00edsto pro dlouh\u00e9 teoretick\u00e9 a koncep\u010dn\u00ed diskuse. Nicm\u00e9n\u011b stoj\u00ed za to uv\u00e9st jen n\u011bkolik post\u0159eh\u016f pro n\u00e1zornost.<\/p>\n

V minulosti bylo zviditeln\u011bn\u00ed<\/strong> – zejm\u00e9na v televizn\u00edch s\u00edt\u00edch – hlavn\u00edm c\u00edlem ka\u017ed\u00e9ho dobr\u00e9ho sponzorsk\u00e9ho programu<\/strong>. \u010c\u00edm d\u016fle\u017eit\u011bj\u0161\u00ed bylo zviditeln\u011bn\u00ed zna\u010dky a \u010d\u00edm del\u0161\u00ed byl \u010das na obrazovce, t\u00edm v\u011bt\u0161\u00ed byla viditelnost zna\u010dky, a t\u00edm v\u011bt\u0161\u00ed byla spokojenost a v\u00fdnosy pro sponzorskou spole\u010dnost. Je z\u0159ejm\u00e9, \u017ee pro lidi, kte\u0159\u00ed se zab\u00fdvaj\u00ed touto \u010dinnost\u00ed, se situace v dne\u0161n\u00ed dob\u011b radik\u00e1ln\u011b zm\u011bnila.<\/strong> Viditelnost je samoz\u0159ejm\u011b st\u00e1le d\u016fle\u017eit\u00e1, ale zne\u010di\u0161t\u011bn\u00ed \u010dasu z\u00e1kazn\u00edk\u016f a spot\u0159ebitel\u016f vizu\u00e1ln\u00ed, medi\u00e1ln\u00ed a reklamn\u00ed p\u0159epln\u011bnost\u00ed rozhodn\u011b ovlivnilo logiku sponzoringu. Tam, kde d\u0159\u00edve bylo deset kan\u00e1l\u016f, je jich nyn\u00ed tis\u00edc. Tam, kde kdysi byly jedny sportovn\u00ed noviny, je nyn\u00ed tis\u00edc \u010dasopis\u016f a p\u0159\u00edli\u0161n\u00e1 rozt\u0159\u00ed\u0161t\u011bnost specializovan\u00fdch zpravodajsk\u00fdch organizac\u00ed. A to samoz\u0159ejm\u011b nezmi\u0148uji roli internetu.<\/p>\n

Zviditeln\u011bn\u00ed, kter\u00e9 v modern\u00ed dob\u011b nab\u00edz\u00ed sportovn\u00ed sponzoring, nahradila pot\u0159eba, aby zna\u010dky byly spojeny s discipl\u00ednami, kauzami a ud\u00e1lostmi, s nimi\u017e sd\u00edlej\u00ed hodnoty a v\u00fdhled do budoucnosti<\/strong>, co\u017e je z\u00e1kladem jednotn\u00e9 a \u00fa\u010dinn\u00e9 komunika\u010dn\u00ed strategie. Podniky jsou nyn\u00ed – dost spravedliv\u011b – pod tlakem spot\u0159ebitel\u016f a profesn\u00edch sdru\u017een\u00ed, kte\u0159\u00ed po nich po\u017eaduj\u00ed, aby se zasazovaly o pozitivn\u00ed hodnoty, jako je udr\u017eitelnost, rovnost a respekt. Nen\u00ed t\u0159eba dod\u00e1vat, \u017ee je nezbytn\u00e9, aby se tomuto nov\u00e9mu sc\u00e9n\u00e1\u0159i p\u0159izp\u016fsobila i logika sponzoringu.<\/p>\n

Sponzoring a Formule E: elektromobily a nov\u00e1 forma komunikace<\/h3>\n

Vra\u0165me se o krok zp\u011bt k \u0161ampion\u00e1tu elektrick\u00fdch \u010dty\u0159kolek. Podniky se nyn\u00ed evidentn\u011b zaj\u00edmaj\u00ed o n\u011bkolik kl\u00ed\u010dov\u00fdch ot\u00e1zek, kter\u00e9 jsou z\u00e1sadn\u00ed pro jakoukoli komunika\u010dn\u00ed strategii: pot\u0159eba napojit se na t\u00e9mata ekologick\u00e9 udr\u017eitelnosti, pot\u0159eba budovat vazby s obory, kter\u00e9 maj\u00ed vysoce pokro\u010dilou technickou \u00farove\u0148, pot\u0159eba glob\u00e1ln\u00ed komunikace na n\u011bkolika trz\u00edch sou\u010dasn\u011b a v neposledn\u00ed \u0159ad\u011b pot\u0159eba m\u00edt velk\u00fd po\u010det vysoce postaven\u00fdch partner\u016f, jako jsou velk\u00e9 automobilov\u00e9 podniky a velk\u00e9 zna\u010dky (a jejich p\u0159\u00edslu\u0161n\u00ed spot\u0159ebitel\u00e9). Paradoxn\u011b, co\u017e je asi nejp\u0159ekvapiv\u011bj\u0161\u00ed, komer\u010dn\u00ed a obchodn\u00ed hnac\u00ed s\u00edla, kterou tento \u0161ampion\u00e1t p\u016fsob\u00ed, je pravd\u011bpodobn\u011b v\u011bt\u0161\u00ed ne\u017e jeho s\u00edla jako sportovn\u00ed discipl\u00edny<\/strong>. Formule E je na st\u00e1l\u00e9m vzestupu, ale bylo by nespr\u00e1vn\u00e9 tvrdit, \u017ee vytla\u010dila, alespo\u0148 ze sportovn\u00edho hlediska, historick\u00e9 s\u00e9rie, jako je F1<\/strong> a dal\u0161\u00ed popul\u00e1rn\u00ed z\u00e1vodn\u00ed sout\u011b\u017ee, kter\u00e9 fanou\u0161ci miluj\u00ed.<\/p>\n

To je dal\u0161\u00ed zaj\u00edmav\u00fd bod pro lidi, kte\u0159\u00ed se zab\u00fdvaj\u00ed sportovn\u00edm marketingem<\/strong>. Snad v\u016fbec poprv\u00e9 v historii sponzoringu m\u00e1 tato discipl\u00edna obchodn\u00ed a komunika\u010dn\u00ed s\u00edlu, kter\u00e1 dalece p\u0159esahuje jej\u00ed sportovn\u00ed v\u00fdznam a zaj\u00edmavost.<\/strong> M\u016f\u017eeme \u0159\u00edci, \u017ee d\u0159\u00edve ne\u017e velk\u00fdm sportem je Formule E velkou komunika\u010dn\u00ed a networkingovou p\u0159\u00edle\u017eitost\u00ed pro v\u0161echny sv\u00e9 partnery, zasv\u011bcen\u00e9 i nezasv\u011bcen\u00e9.<\/p>\n

N\u00e1klady na sponzoring ve Formuli E<\/h3>\n

Jak vypl\u00fdv\u00e1 z v\u00fd\u0161e uveden\u00fdch souvislost\u00ed, n\u00e1klady na sponzoring ve Formuli E odpov\u00eddaj\u00ed tomu, co byste mohli o\u010dek\u00e1vat, kdy\u017e sed\u00edte u presti\u017en\u00edho jednac\u00edho stolu. A\u010dkoli jsou st\u00e1le je\u0161t\u011b daleko od n\u00e1klad\u016f ve Formuli 1<\/strong>, sponzorsk\u00e9 bal\u00ed\u010dky ve Formuli E se do zna\u010dn\u00e9 m\u00edry p\u0159ekonaly n\u00e1klady v MotoGP<\/a><\/strong> a mnoha dal\u0161\u00edch motoristick\u00fdch i nemotoristick\u00fdch sport\u016f. A\u010dkoli na\u0161\u00edm z\u00e1m\u011brem zde nen\u00ed uv\u00e1d\u011bt p\u0159esn\u00e1 \u010d\u00edsla, z\u00e1kladn\u00ed bal\u00ed\u010dky ve Formuli E dosahuj\u00ed p\u0159ibli\u017en\u011b 300-400 000 EUR ro\u010dn\u011b<\/strong>. Tato \u010d\u00edsla se jist\u011b vy\u0161plhaj\u00ed na n\u011bkolik milion\u016f eur, pokud se zapo\u010d\u00edtaj\u00ed poho\u0161t\u011bn\u00ed, rozs\u00e1hl\u00e1 komunika\u010dn\u00ed podpora, velk\u00e9 z\u00e1zem\u00ed pro prezentaci zna\u010dky atd.<\/p>\n

Jak bylo vysv\u011btleno v\u00fd\u0161e, zaplacen\u00edm t\u011bchto \u010d\u00e1stek maj\u00ed sponzo\u0159i k dispozici ohromuj\u00edc\u00ed komunika\u010dn\u00ed prost\u0159edky, a co je je\u0161t\u011b d\u016fle\u017eit\u011bj\u0161\u00ed, st\u00e1vaj\u00ed se partnery sv\u011btozn\u00e1m\u00fdch koncern\u016f, jako jsou Audi, Porsche, BMW a podobn\u011b, co\u017e jim umo\u017e\u0148uje p\u0159\u00edstup ke stejn\u011b presti\u017en\u00edm zna\u010dk\u00e1m a s t\u00edm souvisej\u00edc\u00edm obchodn\u00edm p\u0159\u00edle\u017eitostem. Pod\u00edvejte se na v\u00fdhled t\u00fdmov\u00fdch sponzor\u016f, abyste pochopili, o jakou \u00farove\u0148 zna\u010dek se jedn\u00e1.<\/p>\n

Pokud si p\u0159ejete z\u00edskat informace nebo m\u00e1te jak\u00fdkoli po\u017eadavek t\u00fdkaj\u00edc\u00ed se sponzorstv\u00ed ve Formuli E<\/a> a v dal\u0161\u00edch v\u00fdznamn\u00fdch \u0161ampion\u00e1tech motoristick\u00e9ho sportu, kontaktujte n\u00e1s pros\u00edm na adrese: info@rtrsports.com<\/strong><\/a> nebo prost\u0159ednictv\u00edm na\u0161ich webov\u00fdch str\u00e1nek rtrsports.com\/en<\/a>.<\/p>\n

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>\n","protected":false},"excerpt":{"rendered":"

Exponenci\u00e1ln\u00ed r\u016fst pln\u011b elektrick\u00fdch seri\u00e1l\u016f FIA je v\u00fdznamn\u00fdm sign\u00e1lem na sportovn\u00ed i sponzorsk\u00e9 \u00farovni pro v\u0161echny profesion\u00e1ln\u00ed \u0161ampion\u00e1ty a ligy, stejn\u011b jako pro v\u0161echny, kte\u0159\u00ed se zab\u00fdvaj\u00ed sportovn\u00edm marketingem. Pokud chcete dos\u00e1hnout velk\u00fdch \u00fasp\u011bch\u016f, je nyn\u00ed ten spr\u00e1vn\u00fd \u010das za\u010d\u00edt p\u0159em\u00fd\u0161let o budoucnosti sportovn\u00edch discipl\u00edn a s nimi spojen\u00fdch obchodn\u00edch p\u0159\u00edle\u017eitostech. Nen\u00ed n\u00e1hodou, \u017ee Formule […]<\/p>\n","protected":false},"author":2,"featured_media":190786,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[22347],"tags":[],"class_list":["post-297227","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-senza-categoria-cs"],"acf":[],"contentshake_article_id":"","yoast_head":"\nFormule E: sponzoring, obchod a budoucnost<\/title>\n<meta name=\"description\" content=\"Exponenci\u00e1ln\u00ed r\u016fst pln\u011b elektrick\u00fdch seri\u00e1l\u016f FIA je v\u00fdznamn\u00fdm sign\u00e1lem na sportovn\u00ed i sponzorsk\u00e9 \u00farovni pro v\u0161echny profesion\u00e1ln\u00ed \u0161ampion\u00e1ty a ligy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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