{"id":297510,"date":"2019-10-29T13:07:24","date_gmt":"2019-10-29T12:07:24","guid":{"rendered":"https:\/\/rtrsports.com\/sportovni-marketing-a-autenticita-mezi-slozitosti-a-ucinnosti\/"},"modified":"2026-09-21T16:38:49","modified_gmt":"2026-09-21T14:38:49","slug":"sportovni-marketing-a-autenticita-mezi-slozitosti-a-ucinnosti","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/sports-marketing-authenticity-complexity-effectiveness\/","title":{"rendered":"Sportovn\u00ed marketing a autenticita: mezi slo\u017eitost\u00ed a \u00fa\u010dinnost\u00ed"},"content":{"rendered":"

Od roku 2026 jezd\u00ed Formule 1 s vozy, kter\u00e9 maj\u00ed pohybliv\u00e1 p\u0159edn\u00ed i zadn\u00ed k\u0159\u00eddla, elektrick\u00fd v\u00fdkon 350 kW a tla\u010d\u00edtko Overtake nam\u00edsto DRS. Je to dobr\u00e1 chv\u00edle polo\u017eit si ot\u00e1zku, jak slo\u017eit\u00fd m\u016f\u017ee sport b\u00fdt, ne\u017e mu publikum, a s n\u00edm i sponzor, p\u0159estane rozum\u011bt.<\/em><\/p>\n

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

Sezona 2026 je nejhlub\u0161\u00ed technickou reviz\u00ed novodob\u00e9 historie Formule 1. FIA navrhla pohonnou jednotku t\u00e9m\u011b\u0159 na p\u016fl mezi spalovac\u00ed a elektrickou \u010d\u00e1st\u00ed: spalovac\u00ed \u010d\u00e1st kles\u00e1 na 400 kW a elektrick\u00e1 stoup\u00e1 na 350 kW oproti 120 kW u MGU-K p\u0159edchoz\u00ed generace. Vozy maj\u00ed aktivn\u00ed aerodynamiku s konfiguracemi n\u00edzk\u00e9ho a vysok\u00e9ho p\u0159\u00edtlaku voliteln\u00fdmi na trati a syst\u00e9m Overtake, v prvn\u00ed verzi pravidel nazvan\u00fd Manual Override Mode, kter\u00fd d\u00e1v\u00e1 pron\u00e1sleduj\u00edc\u00edmu vozu dodate\u010dn\u00fd elektrick\u00fd v\u00fdkon nam\u00edsto d\u0159\u00edv\u011bj\u0161\u00edho DRS. Na startovn\u00ed ro\u0161t p\u0159ich\u00e1z\u00ed tak\u00e9 jeden\u00e1ct\u00fd t\u00fdm, Cadillac, prvn\u00ed zcela nov\u00e1 p\u0159ihl\u00e1\u0161ka od Haasu v roce 2016.<\/p>\n

Ze sportovn\u00edho hlediska maj\u00ed tyto novinky pevnou logiku. Z pohledu toho, kdo kupuje viditelnost, p\u0159in\u00e1\u0161ej\u00ed ale probl\u00e9m, kter\u00fd sportovn\u00ed marketing odjak\u017eiva zn\u00e1 a m\u00e1lokdy pojmenuje.<\/p>\n

Pr\u00e1h \u010ditelnosti sportovn\u00edho produktu<\/h2>\n

Nazv\u011bme prahem \u010ditelnosti bod, za n\u00edm\u017e se sport p\u0159est\u00e1v\u00e1 vysv\u011btlovat s\u00e1m. Pod t\u00edmto prahem div\u00e1k ch\u00e1pe, co sleduje, ani\u017e by mu to n\u011bkdo \u0159\u00edkal: kdo je vp\u0159edu, vyhr\u00e1v\u00e1, kdo p\u0159edjel, byl lep\u0161\u00ed. Nad n\u00edm je pot\u0159eba koment\u00e1\u0159, grafika, titulek, a n\u011bkdy ani to nesta\u010d\u00ed. Z\u00e1vod, v n\u011bm\u017e p\u0159edjet\u00ed z\u00e1vis\u00ed na tom, kolik energie se jezdec rozhodl u\u0161et\u0159it o t\u0159i zat\u00e1\u010dky d\u0159\u00edve, je po\u0159\u00e1d pod\u00edvan\u00e1, ale pod\u00edvan\u00e1, kter\u00e1 pot\u0159ebuje p\u0159ekladatele.<\/p>\n

Pro sponzoring je ten rozd\u00edl z\u00e1sadn\u00ed. Sportovn\u00ed marketing funguje proto, \u017ee obch\u00e1z\u00ed kognitivn\u00ed obrany, kter\u00e9 si spot\u0159ebitel stav\u00ed p\u0159ed tradi\u010dn\u00ed reklamou: zna\u010dka p\u0159ich\u00e1z\u00ed uvnit\u0159 emoce, kterou div\u00e1k u\u017e pro\u017e\u00edv\u00e1, a je vn\u00edm\u00e1na jako sou\u010d\u00e1st kontextu, nikoli jako p\u0159eru\u0161en\u00ed. Tento mechanismus m\u00e1 ov\u0161em podm\u00ednku provozu, toti\u017e \u017ee emoce v\u016fbec vznikne. Pokud div\u00e1k st\u00e1le p\u0159em\u00fd\u0161l\u00ed, pro\u010d ten v\u016fz zpomalil, emoce nedoraz\u00ed a zna\u010dka z\u016fstane n\u00e1lepkou na karoserii.<\/p>\n

Tr\u017en\u00ed data hodnotu mechanismu potvrzuj\u00ed, kdy\u017e funguje. Podle Global Sports Report 2025 spole\u010dnosti Nielsen pova\u017euje 67% fotbalov\u00fdch fanou\u0161k\u016f na sv\u011bt\u011b sponzoruj\u00edc\u00ed zna\u010dky za p\u0159ita\u017eliv\u011bj\u0161\u00ed, oproti 54% b\u011b\u017en\u00e9 populace. T\u011bch t\u0159in\u00e1ct procentn\u00edch bod\u016f rozd\u00edlu je v podstat\u011b pr\u00e9mie, kterou sport sponzorovi plat\u00ed. Je to z\u00e1rove\u0148 nejk\u0159eh\u010d\u00ed \u010d\u00e1st investice, proto\u017ee stoj\u00ed na emo\u010dn\u00edm p\u0159ilnut\u00ed, kter\u00e9 slo\u017eitost ochlazuje.<\/p>\n

Autenticita nen\u00ed zjednodu\u0161ov\u00e1n\u00ed<\/h2>\n

Zde se hod\u00ed rozli\u0161en\u00ed, proto\u017ee autenticita ve sportovn\u00edm marketingu se \u010dasto zam\u011b\u0148uje s nostalgi\u00ed. Autentick\u00fd produkt nen\u00ed produkt chud\u00fd na technologii nebo zamrzl\u00fd v osmdes\u00e1t\u00fdch letech. Je to produkt, jeho\u017e pravidla z\u016fst\u00e1vaj\u00ed v souladu s t\u00edm, co slibuje: je-li slibem, \u017ee vyhr\u00e1v\u00e1 nejrychlej\u0161\u00ed, publikum mus\u00ed b\u00fdt schopn\u00e9 poznat, kdo byl nejrychlej\u0161\u00ed. Formule 1 roku 2026 se nest\u00e1v\u00e1 neautentickou proto, \u017ee m\u00e1 aktivn\u00ed aerodynamiku; neautentickou by se stala, kdyby o z\u00e1vod\u011b rozhodovaly parametry, kter\u00e9 nikdo na tribun\u011b a \u017e\u00e1dn\u00fd brand manager v hospitality nedok\u00e1\u017ee zrekonstruovat.<\/p>\n

Nep\u0159\u00edtelem tedy nen\u00ed technick\u00e1 slo\u017eitost. Nep\u0159\u00edtelem je nepr\u016fhlednost. Jsou to dv\u011b r\u016fzn\u00e9 v\u011bci a ta druh\u00e1 je rozhodnut\u00edm spr\u00e1vy sportu, nikoli osudem in\u017een\u00fdrstv\u00ed.<\/p>\n

MotoGP jde opa\u010dn\u00fdm sm\u011brem<\/h2>\n

Nejzaj\u00edmav\u011bj\u0161\u00ed srovn\u00e1n\u00ed posledn\u00edch let le\u017e\u00ed pr\u00e1v\u011b tady. Zat\u00edmco Formule 1 p\u0159id\u00e1v\u00e1 vrstvy, MotoGP je ub\u00edr\u00e1. Technick\u00e1 pravidla platn\u00e1 od roku 2027 sni\u017euj\u00ed objem z 1000 na 850 cm\u00b3, zmen\u0161uj\u00ed maxim\u00e1ln\u00ed vrt\u00e1n\u00ed z 81 na 75 mm, zakazuj\u00ed za\u0159\u00edzen\u00ed pro sni\u017eov\u00e1n\u00ed sv\u011btl\u00e9 v\u00fd\u0161ky, omezuj\u00ed aerodynamiku (maxim\u00e1ln\u00ed \u0161\u00ed\u0159ka kapot\u00e1\u017ee z 600 na 550 mm, v\u00fd\u0161ka z\u00e1d\u011b z 1250 na 1150 mm) a p\u0159ech\u00e1zej\u00ed na palivo ze 100% nefosiln\u00edch zdroj\u016f oproti minimu 40% platn\u00e9mu od roku 2024. Je to \u00fadr\u017eba \u010ditelnosti: m\u00e9n\u011b pom\u016fcek, m\u00e9n\u011b neviditeln\u00fdch parametr\u016f, v\u011bt\u0161\u00ed v\u00e1ha jezdce.<\/p>\n

Nen\u00ed n\u00e1hoda, \u017ee tento sm\u011br p\u0159ich\u00e1z\u00ed ve stejn\u00e9m cyklu, v n\u011bm\u017e se zm\u011bnil komer\u010dn\u00ed vlastn\u00edk MotoGP. Liberty Media dokon\u010dila 3. \u010dervence 2025 akvizici 84% pod\u00edlu v Dorna Sports v transakci, kter\u00e1 oce\u0148uje spole\u010dnost podnikovou hodnotou 4,3 miliardy eur. Kdo kupuje \u0161ampion\u00e1t za takovou cenu, kupuje publikum, a publikum se h\u00e1j\u00ed t\u00edm, \u017ee se produkt udr\u017e\u00ed srozumiteln\u00fd je\u0161t\u011b d\u0159\u00edv, ne\u017e bude velkolep\u00fd. Pro toho, kdo zva\u017euje investici, si v\u00fdsledn\u00e1 komer\u010dn\u00ed portfolia zaslou\u017e\u00ed pozorn\u00e9 \u010dten\u00ed, jako v na\u0161\u00ed anal\u00fdze tov\u00e1rn\u00edch t\u00fdm\u016f MotoGP 2026<\/a>.<\/p>\n

Co s t\u00edm ud\u011bl\u00e1 sponzor<\/h2>\n

Provozn\u00ed d\u016fsledek je m\u00e9n\u011b samoz\u0159ejm\u00fd, ne\u017e se zd\u00e1, proto\u017ee nespo\u010d\u00edv\u00e1 ve volb\u011b jednoduch\u00fdch sport\u016f. Spo\u010d\u00edv\u00e1 v tom zm\u011b\u0159it, kolik vysv\u011btlov\u00e1n\u00ed je t\u0159eba, ne\u017e publikum n\u011bco poc\u00edt\u00ed, a tento n\u00e1klad zahrnout do rozpo\u010dtu.<\/p>\n

Pr\u00e1va s vysokou \u010ditelnost\u00ed pracuj\u00ed pro sponzora i tehdy, kdy\u017e sponzor sp\u00ed: zna\u010dka vstoup\u00ed do sc\u00e9ny a p\u0159eb\u00edr\u00e1 jej\u00ed v\u00fdznam. Pr\u00e1va s n\u00edzkou \u010ditelnost\u00ed vy\u017eaduj\u00ed, aby p\u0159eklad dodala zna\u010dka sama, a tedy aby \u010d\u00e1st aktiva\u010dn\u00edho rozpo\u010dtu \u0161la na vysv\u011btlov\u00e1n\u00ed sportu m\u00edsto na vypr\u00e1v\u011bn\u00ed o firm\u011b. Ani jeden p\u0159\u00edpad nen\u00ed s\u00e1m o sob\u011b \u0161patn\u00fd, ten druh\u00fd ale mus\u00ed b\u00fdt ocen\u011bn. Kdo zva\u017euje vstup do sponzoringu ve Formuli 1<\/a> nebo do MotoGP<\/a>, by se m\u011bl je\u0161t\u011b p\u0159ed cenou bal\u00ed\u010dku pt\u00e1t, kolik v\u011bt je pot\u0159eba k vysv\u011btlen\u00ed koncov\u00e9mu klientovi, pro\u010d byl ten v\u00edkend zaj\u00edmav\u00fd.<\/p>\n

Existuje i druh\u00fd d\u016fsledek, kter\u00fd se t\u00fdk\u00e1 aktivac\u00ed. Kdy\u017e je sportovn\u00ed produkt u\u017e tak hust\u00fd, ka\u017ed\u00e1 dal\u0161\u00ed vrstva gamifikace, interaktivn\u00edho obsahu a paraleln\u00edho vypr\u00e1v\u011bn\u00ed riskuje, \u017ee bude \u0161umem na \u0161umu. V takov\u00fdch kontextech nen\u00ed nej\u00fa\u010dinn\u011bj\u0161\u00ed aktivac\u00ed ta, kter\u00e1 p\u0159id\u00e1v\u00e1, ale ta, kter\u00e1 vyjas\u0148uje: obsah, kter\u00fd u\u010din\u00ed dynamiku z\u00e1vodu \u010ditelnou, m\u00e1 pro publikum mnohem v\u011bt\u0161\u00ed hodnotu ne\u017e sout\u011b\u017e o ceny.<\/p>\n

Otev\u0159enou ot\u00e1zkou z\u016fst\u00e1v\u00e1, zda tato divergence mezi dv\u011bma velk\u00fdmi kategoriemi motorsportu, jednou vrstv\u00edc\u00ed a druhou pro\u0159ez\u00e1vaj\u00edc\u00ed, vytvo\u0159\u00ed v p\u0159\u00ed\u0161t\u00edch t\u0159ech letech odli\u0161n\u00e1 publika, nebo jen odli\u0161n\u00e9 sponzory. Prvn\u00ed sezony podle nov\u00fdch pravidel, 2026 ve Formuli 1 a 2027 v MotoGP, budou p\u0159irozen\u00fdm experimentem, a jedn\u00edm z m\u00e1la, kter\u00e9 m\u016f\u017ee sportovn\u00ed marketing sledovat v re\u00e1ln\u00e9m \u010dase.<\/p>\n

Zdroje:<\/strong> Formule 1, pr\u016fvodce pravidly 2026<\/a> \u00b7 MotoGP, motocykly pro rok 2027<\/a> \u00b7 Liberty Media, dokon\u010den\u00ed akvizice Dorny<\/a> \u00b7 Nielsen, Global Sports Report 2025<\/a><\/p>\n

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\u010cast\u00e9 dotazy<\/b><\/h2>\r\n \r\n
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\r\n Co znamen\u00e1 autenticita ve sportovn\u00edm marketingu?<\/b>\r\n <\/h3>\r\n\r\n
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Znamen\u00e1, \u017ee sportovn\u00ed produkt si udr\u017euje pravidla, kter\u00e1 odpov\u00eddaj\u00ed tomu, co publiku slibuje, bez manipulac\u00ed vn\u00edman\u00fdch jako um\u011bl\u00e9. Autentick\u00e1 ud\u00e1lost je pro\u017e\u00edv\u00e1na jako opravdov\u00e1 a p\u0159en\u00e1\u0161\u00ed toto vn\u00edm\u00e1n\u00ed na zna\u010dky, kter\u00e9 ji sponzoruj\u00ed, \u010d\u00edm\u017e obch\u00e1z\u00ed obrany, je\u017e si spot\u0159ebitel stav\u00ed p\u0159ed tradi\u010dn\u00ed reklamou.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Pro\u010d slo\u017eitost sportu sni\u017euje \u00fa\u010dinnost sponzoringu?<\/b>\r\n <\/h3>\r\n\r\n
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Proto\u017ee sponzoring \u017eije z emoce, kterou div\u00e1k p\u0159i sledov\u00e1n\u00ed pro\u017e\u00edv\u00e1. Pokud pochopen\u00ed d\u011bn\u00ed vy\u017eaduje vysv\u011btlen\u00ed, grafiku nebo technick\u00fd koment\u00e1\u0159, emoce p\u0159ich\u00e1z\u00ed pozd\u011b nebo v\u016fbec a zna\u010dka z\u016fst\u00e1v\u00e1 dekorac\u00ed m\u00edsto toho, aby vstoupila do sc\u00e9ny. Podle Global Sports Report 2025 spole\u010dnosti Nielsen pova\u017euje 67% fotbalov\u00fdch fanou\u0161k\u016f sponzoruj\u00edc\u00ed zna\u010dky za p\u0159ita\u017eliv\u011bj\u0161\u00ed oproti 54% b\u011b\u017en\u00e9 populace: pr\u00e1v\u011b tato pr\u00e9mie je v ohro\u017een\u00ed.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Co se v roce 2026 m\u011bn\u00ed ve Formuli 1 pro sponzory?<\/b>\r\n <\/h3>\r\n\r\n
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Pravidla 2026 p\u0159in\u00e1\u0161ej\u00ed pohonn\u00e9 jednotky se 400 kW ve spalovac\u00ed a 350 kW v elektrick\u00e9 \u010d\u00e1sti, aktivn\u00ed aerodynamiku s pohybliv\u00fdmi k\u0159\u00eddly a syst\u00e9m Overtake nam\u00edsto DRS, plus Cadillac jako jeden\u00e1ct\u00fd t\u00fdm. Pro sponzory to znamen\u00e1 v\u00edce technick\u00e9ho obsahu k vysv\u011btlen\u00ed publiku a aktiva\u010dn\u00ed rozpo\u010det, kter\u00fd s t\u00edm mus\u00ed po\u010d\u00edtat.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Co p\u0159in\u00e1\u0161ej\u00ed pravidla MotoGP pro rok 2027?<\/b>\r\n <\/h3>\r\n\r\n
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Od roku 2027 p\u0159ech\u00e1z\u00ed MotoGP z 1000 na 850 cm\u00b3 s maxim\u00e1ln\u00edm vrt\u00e1n\u00edm sn\u00ed\u017een\u00fdm z 81 na 75 mm, zakazuje za\u0159\u00edzen\u00ed pro sni\u017eov\u00e1n\u00ed sv\u011btl\u00e9 v\u00fd\u0161ky, omezuje aerodynamiku (\u0161\u00ed\u0159ka kapot\u00e1\u017ee z 600 na 550 mm, z\u00e1\u010f z 1250 na 1150 mm) a zav\u00e1d\u00ed palivo ze 100% nefosiln\u00edch zdroj\u016f. Jde o z\u00e1m\u011brn\u00e9 zjednodu\u0161en\u00ed sportovn\u00edho produktu.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Jak posoudit \u010ditelnost sportovn\u00edch pr\u00e1v p\u0159ed investic\u00ed?<\/b>\r\n <\/h3>\r\n\r\n
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Praktickou zkou\u0161kou je spo\u010d\u00edtat, kolik v\u011bt je pot\u0159eba k vysv\u011btlen\u00ed klientovi, kter\u00fd nen\u00ed fanou\u0161ek, pro\u010d byla dan\u00e1 ud\u00e1lost zaj\u00edmav\u00e1. \u010c\u00edm m\u00e9n\u011b vysv\u011btlov\u00e1n\u00ed, t\u00edm v\u00edce zna\u010dka pracuje sama. Je-li vysv\u011btlen\u00ed dlouh\u00e9, investice m\u016f\u017ee b\u00fdt st\u00e1le smyslupln\u00e1, ale m\u011bla by b\u00fdt ocen\u011bna v\u010detn\u011b n\u00e1klad\u016f na aktivace, kter\u00e9 sport zesrozumiteln\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":"

Od roku 2026 jezd\u00ed Formule 1 s vozy, kter\u00e9 maj\u00ed pohybliv\u00e1 p\u0159edn\u00ed i zadn\u00ed k\u0159\u00eddla, elektrick\u00fd v\u00fdkon 350 kW a tla\u010d\u00edtko Overtake nam\u00edsto DRS. Je to dobr\u00e1 chv\u00edle polo\u017eit si ot\u00e1zku, jak slo\u017eit\u00fd m\u016f\u017ee sport b\u00fdt, ne\u017e mu publikum, a s n\u00edm i sponzor, p\u0159estane rozum\u011bt. Aktualizov\u00e1no v z\u00e1\u0159\u00ed 2026. Sezona 2026 je nejhlub\u0161\u00ed technickou […]<\/p>\n","protected":false},"author":2,"featured_media":190907,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20024,20026,20238,20228],"tags":[],"class_list":["post-297510","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportivo","category-sponsorizzazioni-sportive","category-sportovni-marketing-cs","category-sportovni-sponzorstvi"],"acf":[],"contentshake_article_id":"","yoast_head":"\nAutenticita ve sportovn\u00edm marketingu a slo\u017eitost<\/title>\n<meta name=\"description\" content=\"Autenticita ve sportovn\u00edm marketingu: pro\u010d slo\u017eitost F1 2026 a zjednodu\u0161en\u00ed MotoGP 2027 m\u011bn\u00ed \u00fa\u010dinnost sponzoringu pro zna\u010dky.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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