{"id":297227,"date":"2019-11-29T09:16:21","date_gmt":"2019-11-29T08:16:21","guid":{"rendered":"https:\/\/rtrsports.com\/formule-e-sponzoring-obchod-a-budoucnost\/"},"modified":"2026-09-21T16:39:59","modified_gmt":"2026-09-21T14:39:59","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":"

Formule E vstupuje do sezony GEN4 s 561 miliony kumulovan\u00fdch televizn\u00edch div\u00e1k\u016f, \u0161esti zav\u00e1zan\u00fdmi v\u00fdrobci a monopostem o v\u00fdkonu 600 kW s pohonem v\u0161ech kol. Po dvan\u00e1cti sezon\u00e1ch u\u017e elektrick\u00fd \u0161ampion\u00e1t nen\u00ed s\u00e1zkou: je to sponzorsk\u00e9 aktivum s vlastn\u00edmi \u010d\u00edsly a zaslou\u017e\u00ed si stejn\u00e9 posouzen\u00ed jako Formule 1.<\/em><\/p>\n

Aktualizov\u00e1no v z\u00e1\u0159\u00ed 2026.<\/em><\/p>\n

Kdy\u017e Formule E v roce 2014 vznikla, ka\u017ed\u00fd marketingov\u00fd \u0159editel se ptal, zda p\u0159e\u017eije. O jeden\u00e1ct let pozd\u011bji je ot\u00e1zka u\u017eite\u010dn\u011bj\u0161\u00ed: jakou komer\u010dn\u00ed platformou je a pro kter\u00e9 zna\u010dky funguje l\u00e9pe ne\u017e spalovac\u00ed \u0161ampion\u00e1t. Odpov\u011b\u010f za\u010d\u00edn\u00e1 u \u010d\u00edsel sezony 11, kter\u00e1 skon\u010dila v \u010dervenci 2025.<\/p>\n

Co \u0159\u00edkaj\u00ed \u010d\u00edsla sezony 11<\/h2>\n

Kumulovan\u00e1 glob\u00e1ln\u00ed televizn\u00ed sledovanost dos\u00e1hla 561 milion\u016f div\u00e1k\u016f, o 14% v\u00edce ne\u017e v p\u0159edchoz\u00ed sezon\u011b, s pr\u016fm\u011brem 33 milion\u016f na z\u00e1vod, o 16% v\u00edce. Fanou\u0161kovsk\u00e1 z\u00e1kladna, kterou pro \u0161ampion\u00e1t zm\u011b\u0159il nez\u00e1visl\u00fd institut Potentia Insight na 33 000 respondentech v 16 trz\u00edch, dos\u00e1hla 422 milion\u016f lid\u00ed, co\u017e je n\u00e1r\u016fst o 13%, zat\u00edmco pod\u00edl fanou\u0161k\u016f ozna\u010den\u00fdch za vysoce zapojen\u00e9 stoupl na 58%, tedy o 9% v\u00edce ne\u017e v sezon\u011b 10. Nejsledovan\u011bj\u0161\u00ed jednotlivou akc\u00ed v historii \u0161ampion\u00e1tu byla ePrix v Mexico City se 46 miliony kumulovan\u00fdch div\u00e1k\u016f podle \u00fadaj\u016f zve\u0159ejn\u011bn\u00fdch \u0161ampion\u00e1tem.<\/p>\n

Tato \u010d\u00edsla je t\u0159eba \u010d\u00edst tak, jak jsou. V absolutn\u00edch hodnot\u00e1ch nekonkuruj\u00ed Formuli 1, ale popisuj\u00ed pr\u00e1va, kter\u00e1 rostou dvoucifern\u011b na trhu sportovn\u00edch pr\u00e1v, kde je dvoucifern\u00fd r\u016fst vz\u00e1cn\u00fd. Pro sponzora to znamen\u00e1 n\u011bco konkr\u00e9tn\u00edho: dne\u0161n\u00ed vstupn\u00ed n\u00e1klady jsou spo\u010d\u00edt\u00e1ny na div\u00e1ck\u00e9 z\u00e1kladn\u011b, kter\u00e1 bude v dal\u0161\u00edch sezon\u00e1ch v\u011bt\u0161\u00ed. To je provozn\u00ed definice okna p\u0159\u00edle\u017eitosti.<\/p>\n

GEN4 posouv\u00e1 technick\u00e9 t\u011b\u017ei\u0161t\u011b<\/h2>\n

Od sezony 2026-27 p\u0159ech\u00e1z\u00ed \u0161ampion\u00e1t na \u010dtvrtou generaci monopostu. Skok je podstatn\u00fd: 600 kW \u0161pi\u010dkov\u00e9ho v\u00fdkonu v kvalifikaci a v Attack Mode, 450 kW v z\u00e1vodn\u00ed konfiguraci, zhruba o 70% v\u00edce ne\u017e GEN3 Evo, trval\u00fd aktivn\u00ed pohon v\u0161ech kol, rychlosti p\u0159es 335 km\/h, zrychlen\u00ed z 0 na 100 km\/h p\u0159ibli\u017en\u011b za 1,8 sekundy a rekuperace p\u0159i brzd\u011bn\u00ed rostouc\u00ed z asi 600 na 700 kW. Ka\u017ed\u00fd v\u016fz je postaven z nejm\u00e9n\u011b 20% recyklovan\u00fdch materi\u00e1l\u016f a navr\u017een tak, aby byl na konci \u017eivotnosti recyklovateln\u00fd.<\/p>\n

Pro marketing nen\u00ed zaj\u00edmav\u00fd technick\u00fd list. Zaj\u00edmav\u00e9 je, \u017ee Formule E jako jedin\u00e1 mezi jednom\u00edstn\u00fdmi s\u00e9riemi jezd\u00ed s trval\u00fdm pohonem v\u0161ech kol a s pod\u00edlem rekuperovan\u00e9 energie, kter\u00fd d\u011bl\u00e1 ze spr\u00e1vy energie prom\u011bnnou viditelnou p\u0159\u00edmo v z\u00e1vod\u011b. \u0160ampion\u00e1t v\u017edy prod\u00e1val sv\u00e9 propojen\u00ed se s\u00e9riovou technologi\u00ed; s GEN4 je toto propojen\u00ed prokazateln\u00e9 i pro netechnick\u00e9 publikum, a pr\u00e1v\u011b na tom m\u016f\u017ee automobilov\u00e1, energetick\u00e1 nebo pr\u016fmyslov\u00e1 zna\u010dka postavit p\u0159\u00edb\u011bh, kter\u00fd vydr\u017e\u00ed i mimo logo.<\/p>\n

\u0160est v\u00fdrobc\u016f a co to znamen\u00e1 pro trh sponzoringu<\/h2>\n

V \u00e9\u0159e GEN4 je zav\u00e1z\u00e1no \u0161est v\u00fdrobc\u016f: Porsche, Jaguar, Stellantis, Nissan, Lola a Mahindra. Nen\u00ed to detail pro fanou\u0161ky. Po\u010det v\u00fdrobc\u016f ur\u010duje hloubku sponzorsk\u00e9ho trhu, proto\u017ee ka\u017ed\u00fd tov\u00e1rn\u00ed program p\u0159in\u00e1\u0161\u00ed aktiva\u010dn\u00ed rozpo\u010det, s\u00ed\u0165 technick\u00fdch dodavatel\u016f a konkuren\u010dn\u00ed tlak na komer\u010dn\u00ed invent\u00e1\u0159. Kdy\u017e v\u00fdrobci odch\u00e1zej\u00ed, ceny title sponzoringu m\u011bknou, ale medi\u00e1ln\u00ed hodnota \u0159\u00eddne; kdy\u017e p\u0159ich\u00e1zej\u00ed, d\u011bje se opak.<\/p>\n

Pro zna\u010dku, kter\u00e1 dnes zva\u017euje vstup, zn\u00ed praktick\u00e9 \u010dten\u00ed takto: Formule E je ve f\u00e1zi pr\u016fmyslov\u00e9 konsolidace, nikoli \u00fastupu. Vstupn\u00ed prahy z\u016fst\u00e1vaj\u00ed dostupn\u011bj\u0161\u00ed ne\u017e u Formule 1 a publikum, ke kter\u00e9mu otev\u00edraj\u00ed p\u0159\u00edstup, vzrostlo za rok o v\u00edce ne\u017e desetinu.<\/p>\n

Profil zna\u010dky, kter\u00e9mu Formule E skute\u010dn\u011b slou\u017e\u00ed<\/h2>\n

Existuje p\u0159irozen\u00fd v\u00fdb\u011br, kter\u00fd je dobr\u00e9 rozpoznat hned, proto\u017ee br\u00e1n\u00ed chybn\u00fdm investic\u00edm. Formule E funguje v\u00fdborn\u011b pro t\u0159i profily. Prvn\u00edm je zna\u010dka s p\u0159\u00edb\u011bhem energetick\u00e9 transformace, od energetick\u00e9 firmy po v\u00fdrobce komponent\u016f: tady kontext odvede polovinu pr\u00e1ce. Druh\u00fdm je technologick\u00e1 nebo softwarov\u00e1 zna\u010dka, kter\u00e1 pot\u0159ebuje prok\u00e1zat v\u00fdpo\u010detn\u00ed kapacitu, pr\u00e1ci s daty nebo efektivitu v extr\u00e9mn\u00edm a ov\u011b\u0159iteln\u00e9m prost\u0159ed\u00ed. T\u0159et\u00edm je spot\u0159ebitelsk\u00e1 zna\u010dka m\u00ed\u0159\u00edc\u00ed na m\u011bstsk\u00e9 trhy a na publikum mlad\u0161\u00ed, ne\u017e je pr\u016fm\u011br motorsportu, \u010demu\u017e pom\u00e1h\u00e1 fakt, \u017ee se \u0161ampion\u00e1t jezd\u00ed v centrech m\u011bst, a ne na okrajov\u00fdch okruz\u00edch.<\/p>\n

H\u016f\u0159e funguje, a to je t\u0159eba \u0159\u00edci, pro toho, kdo hled\u00e1 \u010dist\u00fd nediferencovan\u00fd objem televizn\u00ed expozice. Pro tento c\u00edl z\u016fst\u00e1v\u00e1 Formule 1 efektivn\u011bj\u0161\u00ed v hrub\u00fdch kontaktech a srovn\u00e1n\u00ed je t\u0159eba d\u011blat s \u010d\u00edsly v ruce, nikoli podle ideologick\u00e9ho postoje.<\/p>\n

M\u011bstsk\u00fd kalend\u00e1\u0159 jako komer\u010dn\u00ed aktivum<\/h2>\n

M\u011bstsk\u00fd form\u00e1t je prvek, kter\u00fd sponzo\u0159i nej\u010dast\u011bji podce\u0148uj\u00ed. Z\u00e1vodit ve m\u011bst\u011b znamen\u00e1, \u017ee akce je pro klienty, distributory i zam\u011bstnance dostupn\u00e1 p\u011b\u0161ky nebo m\u011bstskou dopravou a \u017ee logistick\u00e9 n\u00e1klady programu hospitality \u010di B2B aktivace p\u0159edstavuj\u00ed zlomek toho, co vy\u017eaduje v\u00edkend Formule 1 na st\u00e1l\u00e9m okruhu. Pro st\u0159edn\u00ed firmu, kter\u00e1 chce vz\u00edt t\u0159icet klient\u016f na mezin\u00e1rodn\u00ed sportovn\u00ed akci bez organizov\u00e1n\u00ed let\u016f a transfer\u016f, nen\u00ed rozd\u00edl mezi ePrix a Grand Prix ot\u00e1zkou image, ale rozpo\u010dtu.<\/p>\n

Je to tak\u00e9 d\u016fvod, pro\u010d se hodnota dohody ve Formuli E \u0161patn\u011b m\u011b\u0159\u00ed pouh\u00fdm pohledem na televizn\u00ed expozici. V\u00fdznamn\u00e1 \u010d\u00e1st n\u00e1vratnosti poch\u00e1z\u00ed z aktivac\u00ed na m\u00edst\u011b, z p\u0159\u00edtomnosti v paddocku a z obsahu, kter\u00fd z toho vznik\u00e1, tedy z pono\u0159en\u00e9 \u010d\u00e1sti ledovce, nikoli z n\u00e1lepky na bo\u010dnici.<\/p>\n

Jak vstoupit a v jak\u00e9m \u010dasov\u00e9m r\u00e1mci<\/h2>\n

Komer\u010dn\u00ed okna t\u00fdm\u016f se pro n\u00e1sleduj\u00edc\u00ed sezonu obvykle otev\u00edraj\u00ed mezi jarem a l\u00e9tem a p\u0159echod na GEN4 posunul mnoh\u00e1 jedn\u00e1n\u00ed pozd\u011bji, proto\u017ee t\u00fdmy \u010dekaly na definitivn\u00ed technick\u00fd obraz, ne\u017e uzav\u0159ely invent\u00e1\u0159. Kdo se pohne te\u010f, m\u00e1 p\u0159ed sebou cyklus dvou a\u017e t\u0159\u00ed sezon, v nich\u017e \u0161ampion\u00e1t m\u011bn\u00ed k\u016f\u017ei, co\u017e je klasick\u00e1 situace, kdy ceny je\u0161t\u011b nezahrnuj\u00ed o\u010dek\u00e1van\u00fd r\u016fst.<\/p>\n

Pro orientaci mezi t\u00fdmy, \u00farovn\u011bmi viditelnosti a rozpo\u010dty shrnuje na\u0161e str\u00e1nka v\u011bnovan\u00e1 sponzoringu ve Formuli E<\/a> bal\u00ed\u010dky a provozn\u00ed \u00fadaje, zat\u00edmco zna\u010dky srovn\u00e1vaj\u00edc\u00ed n\u011bkolik kategori\u00ed motorsportu mohou za\u010d\u00edt p\u0159ehledem sponzoringu v MotoGP<\/a> a Formule 1<\/a>, aby vid\u011bly, kde jejich rozpo\u010det vynese nejv\u00edce.<\/p>\n

Otev\u0159en\u00e1 ot\u00e1zka se t\u00fdk\u00e1 let 2027 a 2028, kdy GEN4 uzav\u0159e prvn\u00ed cyklus a uk\u00e1\u017ee se, zda n\u00e1r\u016fst v\u00fdkonu a pohon v\u0161ech kol p\u0159inesly i n\u00e1r\u016fst publika, nebo jen n\u00e1r\u016fst v\u00fdkonnosti. Pro jednou budou m\u00edt odpov\u011b\u010f sponzo\u0159i a v\u00fdrobci d\u0159\u00edv ne\u017e analytici: uvid\u00ed ji ve vlastn\u00edch aktiva\u010dn\u00edch datech, sezonu po sezon\u011b.<\/p>\n

Zdroje:<\/strong> Formule E, rekordn\u00ed r\u016fst v sezon\u011b 11<\/a> \u00b7 Formule E a FIA p\u0159edstavily GEN4<\/a> \u00b7 Formule E, technick\u00fd list GEN4<\/a> \u00b7 Formule E, Mahindra v \u00e9\u0159e GEN4 do roku 2030<\/a><\/p>\n

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\u010cast\u00e9 dotazy<\/b><\/h2>\r\n \r\n
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\r\n Jak velk\u00e9 publikum m\u00e1 dnes Formule E?<\/b>\r\n <\/h3>\r\n\r\n
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V sezon\u011b 11, uzav\u0159en\u00e9 v roce 2025, zaznamenala Formule E kumulovanou glob\u00e1ln\u00ed televizn\u00ed sledovanost 561 milion\u016f div\u00e1k\u016f, o 14% v\u00edce, s pr\u016fm\u011brem 33 milion\u016f na z\u00e1vod. Fanou\u0161kovsk\u00e1 z\u00e1kladna zm\u011b\u0159en\u00e1 institutem Potentia Insight na 33 000 respondentech v 16 trz\u00edch dos\u00e1hla 422 milion\u016f lid\u00ed, z nich\u017e 58% bylo ozna\u010deno za vysoce zapojen\u00e9.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Co se m\u011bn\u00ed s monopostem GEN4 od sezony 2026-27?<\/b>\r\n <\/h3>\r\n\r\n
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GEN4 p\u0159in\u00e1\u0161\u00ed 600 kW \u0161pi\u010dkov\u00e9ho v\u00fdkonu v kvalifikaci a Attack Mode a 450 kW v z\u00e1vod\u011b, zhruba o 70% v\u00edce ne\u017e GEN3 Evo, trval\u00fd aktivn\u00ed pohon v\u0161ech kol, rychlost p\u0159es 335 km\/h, zrychlen\u00ed z 0 na 100 km\/h za asi 1,8 sekundy a rekuperaci a\u017e 700 kW. Ka\u017ed\u00fd v\u016fz vyu\u017e\u00edv\u00e1 nejm\u00e9n\u011b 20% recyklovan\u00fdch materi\u00e1l\u016f.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Kte\u0159\u00ed v\u00fdrobci jsou ve Formuli E v \u00e9\u0159e GEN4?<\/b>\r\n <\/h3>\r\n\r\n
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Je jich \u0161est: Porsche, Jaguar, Stellantis, Nissan, Lola a Mahindra. Po\u010det tov\u00e1rn\u00edch program\u016f je p\u0159\u00edm\u00fdm ukazatelem hloubky sponzorsk\u00e9ho trhu, proto\u017ee ka\u017ed\u00fd v\u00fdrobce p\u0159in\u00e1\u0161\u00ed aktiva\u010dn\u00ed rozpo\u010det a konkuren\u010dn\u00ed tlak na komer\u010dn\u00ed invent\u00e1\u0159.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Kter\u00fdm firm\u00e1m se sponzoring Formule E opravdu vyplat\u00ed?<\/b>\r\n <\/h3>\r\n\r\n
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Nejl\u00e9pe funguje pro t\u0159i profily: zna\u010dky s prokazateln\u00fdm p\u0159\u00edb\u011bhem energetick\u00e9 transformace, technologick\u00e9 a softwarov\u00e9 zna\u010dky, kter\u00e9 mus\u00ed dolo\u017eit schopnosti v datech a efektivit\u011b v extr\u00e9mn\u00edm prost\u0159ed\u00ed, a spot\u0159ebitelsk\u00e9 zna\u010dky zam\u011b\u0159en\u00e9 na m\u011bstsk\u00e9 trhy. M\u00e9n\u011b efektivn\u00ed je pro ty, kdo hledaj\u00ed pouze nediferencovan\u00fd objem televizn\u00edch kontakt\u016f, k \u010demu\u017e se l\u00e9pe hod\u00ed Formule 1.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Kolik stoj\u00ed vstup do Formule E ve srovn\u00e1n\u00ed s Formul\u00ed 1?<\/b>\r\n <\/h3>\r\n\r\n
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Vstupn\u00ed prahy Formule E z\u016fst\u00e1vaj\u00ed p\u0159i srovnateln\u00e9 \u00farovni viditelnosti ni\u017e\u0161\u00ed ne\u017e u Formule 1 a m\u011bstsk\u00fd form\u00e1t v\u00fdrazn\u011b sni\u017euje logistick\u00e9 n\u00e1klady na hospitality a B2B aktivace. Pro podrobn\u00e9 posouzen\u00ed podle rozpo\u010dtov\u00e9ho p\u00e1sma je vhodn\u00e9 vyj\u00edt z na\u0161\u00ed anal\u00fdzy n\u00e1klad\u016f sponzoringu ve Formuli E a porovnat ji s bal\u00ed\u010dky ostatn\u00edch kategori\u00ed.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

Formule E vstupuje do sezony GEN4 s 561 miliony kumulovan\u00fdch televizn\u00edch div\u00e1k\u016f, \u0161esti zav\u00e1zan\u00fdmi v\u00fdrobci a monopostem o v\u00fdkonu 600 kW s pohonem v\u0161ech kol. Po dvan\u00e1cti sezon\u00e1ch u\u017e elektrick\u00fd \u0161ampion\u00e1t nen\u00ed s\u00e1zkou: je to sponzorsk\u00e9 aktivum s vlastn\u00edmi \u010d\u00edsly a zaslou\u017e\u00ed si stejn\u00e9 posouzen\u00ed jako Formule 1. Aktualizov\u00e1no v z\u00e1\u0159\u00ed 2026. Kdy\u017e Formule E […]<\/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":[20027,20234,20026,20228],"tags":[],"class_list":["post-297227","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formula-e","category-formule-e-cs","category-sponsorizzazioni-sportive","category-sportovni-sponzorstvi"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSponzoring ve Formuli E: byznys, \u010d\u00edsla a budoucnost<\/title>\n<meta name=\"description\" content=\"Sponzoring ve Formuli E 2026: 561 milionu divaku, sest vyrobcu, monopost GEN4 o vykonu 600 kW. 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