{"id":297996,"date":"2025-07-17T18:34:37","date_gmt":"2025-07-17T16:34:37","guid":{"rendered":"https:\/\/rtrsports.com\/marketingova-teorie-jump-start-ve-sportovnim-marketingu\/"},"modified":"2026-09-12T10:15:10","modified_gmt":"2026-09-12T08:15:10","slug":"marketingova-teorie-jump-start-ve-sportovnim-marketingu","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/jump-start-sport-marketing\/","title":{"rendered":"Teorie Jump Start Marketingu ve Sportovn\u00edm Marketingu"},"content":{"rendered":"

Odborn\u00edci na sportovn\u00ed marketing dob\u0159e znaj\u00ed jm\u00e9no Jona Spoelstry<\/strong> \u2014 jednoho z nejslavn\u011bj\u0161\u00edch inov\u00e1tor\u016f a praktik\u016f sports marketingu posledn\u00edch t\u0159iceti let. Spole\u010dn\u011b s Veeckem, Hagstromem, Levinem<\/strong> a dal\u0161\u00edmi uzn\u00e1van\u00fdmi market\u00e9ry hlavn\u00edch americk\u00fdch profesion\u00e1ln\u00edch lig v 80. a 90. letech vytvo\u0159il Spoelstra<\/strong> n\u011bkter\u00e9 z nejpam\u00e1tn\u011bj\u0161\u00edch sportovn\u00edch komunika\u010dn\u00edch kampan\u00ed v\u016fbec. Nejslavn\u011bj\u0161\u00ed z nich byl tzv. \u201erubber chicken day“<\/strong>: v roce 1994, jako marketingov\u00fd \u0159editel New Jersey Nets<\/strong>, Spoelstra poslal tis\u00edce gumov\u00fdch ku\u0159at v\u0161em dr\u017eitel\u016fm permanentn\u00edch vstupenek, kte\u0159\u00ed je\u0161t\u011b neobnovili p\u0159edplatn\u00e9, spolu s n\u00e1pisem \u201eDon’t Fowl Out“<\/strong> \u2014 slovn\u00ed h\u0159\u00ed\u010dka mezi \u201enedej se vylou\u010dit“ (foul-out) a anglick\u00fdm slovem fowl, tedy dr\u016fbe\u017e.<\/p>\n

Co d\u011bl\u00e1 tuto epizodu n\u011b\u010d\u00edm v\u00edc ne\u017e pouhou marketingovou anekdotou: Nets byli tehdy jednou z nejm\u00e9n\u011b konkurenceschopn\u00fdch fran\u0161\u00edz v NBA. Spoelstra nem\u011bl lep\u0161\u00ed produkt na prodej. M\u011bl stejn\u00fd produkt \u2014 a musel naj\u00edt zp\u016fsob, jak ho u\u010dinit \u017e\u00e1douc\u00edm. Z tohoto nap\u011bt\u00ed, mezi nem\u011bnn\u00fdm produktem a ve\u0159ejnost\u00ed, kter\u00e1 ho nechce, se zrodila teorie Jump-Start Marketingu.<\/p>\n

Tato teorie se dnes aplikuje daleko za hranicemi americk\u00e9ho basketbalu. V motorsportu, kde property jako Formule 1 nebo MotoGP p\u0159itahuj\u00ed miliardy div\u00e1k\u016f, \u010del\u00ed sponzo\u0159i i marketingov\u00e9 agentury toto\u017en\u00e9 v\u00fdzv\u011b: jak p\u0159esv\u011bd\u010dit n\u00e1kup\u010d\u00ed, rozhodovac\u00ed osoby a spot\u0159ebitele, kte\u0159\u00ed je\u0161t\u011b nejsou p\u0159esv\u011bd\u010deni, aby dali \u0161anci zna\u010dce, kter\u00e1 jim zat\u00edm nep\u0159irostla k srdci. Spoelstrovy principy \u2014 star\u0161\u00ed t\u0159iceti let \u2014 nab\u00edzej\u00ed p\u0159ekvapiv\u011b p\u0159esnou odpov\u011b\u010f.<\/p>\n

Jump Start Marketing: co to je a odkud poch\u00e1z\u00ed<\/h2>\n

Metafora zvolen\u00e1 Spoelstrou nen\u00ed n\u00e1hodn\u00e1. Jump-Start<\/strong> \u2014 nastartov\u00e1n\u00ed auta kabely, kdy\u017e je baterie \u00fapln\u011b vybit\u00e1 \u2014 p\u0159esn\u011b popisuje v\u00fdchoz\u00ed situaci: produkt, kter\u00fd se neh\u00fdbe, ve\u0159ejnost, kter\u00e1 nekupuje, a pot\u0159eba naj\u00edt vn\u011bj\u0161\u00ed energii, aby syst\u00e9m op\u011bt za\u010dal fungovat. Kone\u010dn\u00fdm c\u00edlem v\u0161ak nen\u00ed jin\u00fd produkt: je to stejn\u00fd produkt, nahl\u00ed\u017een\u00fd jinak.<\/p>\n

Podm\u00ednka pou\u017eitelnosti je p\u0159esn\u00e1: teorie Jump-Start se vztahuje v\u00fdhradn\u011b na ji\u017e existuj\u00edc\u00ed sportovn\u00ed produkty, nem\u011bnn\u00e9 ve sv\u00e9 podstat\u011b, kter\u00e9 nedosahuj\u00ed o\u010dek\u00e1van\u00e9ho \u00fasp\u011bchu<\/strong>. Nen\u00ed to teorie v\u00fdvoje produktu: je to teorie repositioningu.<\/p>\n

\u201ePokud lid\u00e9 nekupuj\u00ed v\u00e1\u0161 produkt \u2014 argumentuje Spoelstra \u2014 je k tomu d\u016fvod. V\u011bci se ned\u011bj\u00ed n\u00e1hodou. Jump-Start Marketing neznamen\u00e1 vz\u00edt produkt, kter\u00fd nikdo nechce, a cp\u00e1t ho spot\u0159ebitel\u016fm silou. Sp\u00ed\u0161e jde o to vz\u00edt produkt, kter\u00fd nikdo nechce, a p\u0159epozicovat ho a reformovat, dokud se nestane n\u011b\u010d\u00edm, bez \u010deho se neobejdou.“<\/em><\/p>\n

19 pravidel Jump Start Marketingu<\/h2>\n

Kampa\u0148 Jump-Start ve sportovn\u00edm marketingu zahrnuje 19 pravidel<\/strong>, neboli osv\u011bd\u010den\u00fdch postup\u016f. Tato pravidla byla natolik kodifikovan\u00e1, \u017ee Spoelstra dal ka\u017ed\u00e9mu pracovn\u00edkovi marketingov\u00e9 kancel\u00e1\u0159e malou p\u0159\u00edru\u010dku se v\u0161emi 19 body, aby si byl jist\u00fd, \u017ee budou sv\u011bdomit\u011b dodr\u017eov\u00e1na. Tato pravidla plat\u00ed dodnes: mluv\u00ed o naslouch\u00e1n\u00ed z\u00e1kazn\u00edkovi m\u00edsto spol\u00e9h\u00e1n\u00ed na abstraktn\u00ed v\u00fdzkumy, o motivaci t\u00fdmu riskovat v mal\u00e9m p\u0159ed velk\u00fdmi investicemi a o kreativn\u00edm bal\u00ed\u010dkov\u00e1n\u00ed jako hlavn\u00edm n\u00e1stroji p\u0159esv\u011bd\u010dov\u00e1n\u00ed.<\/p>\n

    \n
  1. Pokud chcete v\u00fdsledky, vy a cel\u00fd t\u00fdm mus\u00edte b\u00fdt vysoce motivov\u00e1ni<\/strong> zkou\u0161et nov\u00e9 p\u0159\u00edstupy a nekonven\u010dn\u00ed modely.<\/li>\n
  2. Nikdy nev\u011b\u0159te, \u017ee jste n\u011b\u010d\u00edm jin\u00fdm, ne\u017e ve skute\u010dnosti jste<\/strong>. P\u0159ijm\u011bte realistick\u00e1 omezen\u00ed produktu, kter\u00fd m\u00e1te v rukou.<\/li>\n
  3. Zvy\u0161te frekvenci n\u00e1kup\u016f va\u0161ich z\u00e1kazn\u00edk\u016f<\/strong>. Nejprve je t\u0159eba m\u00edt z\u00e1kazn\u00edky a zvy\u0161ovat objem prodeje k nim.<\/li>\n
  4. V\u017edy najd\u011bte zp\u016fsob, jak z\u00edskat jm\u00e9no, p\u0159\u00edjmen\u00ed, adresu a telefonn\u00ed \u010d\u00edslo va\u0161ich z\u00e1kazn\u00edk\u016f<\/strong>. Pokud prod\u00e1v\u00e1te p\u0159es distributora, p\u0159ijdete o tuto p\u0159\u00edle\u017eitost \u2014 ale pokud tyto informace m\u00e1te, m\u016f\u017eete jim prod\u00e1vat nav\u017edy.<\/li>\n
  5. Nen\u00ed to ukl\u00edze\u010d, kdo d\u00e1 sign\u00e1l. Nej\u00fa\u010dinn\u011bj\u0161\u00ed impuls v\u017edy p\u0159ich\u00e1z\u00ed shora<\/strong>.<\/li>\n
  6. Spou\u0161t\u011bjte velk\u00e9 zm\u011bny mal\u00fdmi experimenty<\/strong>. Spoelstra v\u017edy podporoval vznik \u201emarketingov\u00e9 teroristick\u00e9 skupiny pro inovace“<\/strong> v t\u00fdmech, se kter\u00fdmi pracoval.<\/li>\n
  7. Ne\u010dekejte na krizi, abyste zkou\u0161eli nov\u00e9 p\u0159\u00edstupy<\/strong>. Neust\u00e1le inovujte.<\/li>\n
  8. Pro ka\u017edou marketingovou akci se v\u017edy ujist\u011bte, \u017ee najdete dobr\u00fd zp\u016fsob, jak ji dostat ke schv\u00e1len\u00ed od nad\u0159\u00edzen\u00fdch<\/strong>. P\u0159ipravte obhajobu sv\u00e9ho n\u00e1padu se stejnou pe\u010dlivost\u00ed a v\u00e1\u0161n\u00ed, s jakou advok\u00e1t jde k Nejvy\u0161\u0161\u00edmu soudu.<\/li>\n
  9. Prod\u00e1vejte pouze produkty a slu\u017eby, kter\u00e9 z\u00e1kazn\u00edci cht\u011bj\u00ed kupovat<\/strong>.<\/li>\n
  10. Sportovn\u00ed marketing se ned\u011bl\u00e1 za stolem<\/strong>. D\u011bl\u00e1 se mezi lidmi, uprost\u0159ed publika, na h\u0159i\u0161ti.<\/li>\n
  11. Nesna\u017ete se ud\u011blat z\u00e1kazn\u00edky ze v\u0161ech. Pe\u010dliv\u011b vyb\u00edrejte svou c\u00edlovou skupinu<\/strong> a vynakl\u00e1dejte \u010das a zdroje pouze na ni.<\/li>\n
  12. Nev\u011b\u0159te v\u00fdzkum\u016fm proveden\u00fdm n\u011bk\u00fdm jin\u00fdm<\/strong>. Pokud chcete v\u011bd\u011bt n\u011bco o sv\u00fdch z\u00e1kazn\u00edc\u00edch, mluvte s nimi p\u0159\u00edmo. Deset minut u k\u00e1vy s p\u0159edplatitelem p\u0159inese v\u00edce ne\u017e pr\u016fzkum za sto tis\u00edc dolar\u016f.<\/li>\n
  13. Ud\u011blejte ze sv\u00fdch z\u00e1kazn\u00edk\u016f hrdiny<\/strong>. Vytv\u00e1\u0159ejte zpr\u00e1vy, kter\u00e9 prokazuj\u00ed, \u017ee ka\u017ed\u00e1 utracen\u00e1 koruna je dob\u0159e investov\u00e1na.<\/li>\n
  14. Vytv\u00e1\u0159ejte pob\u00eddky pro kreativitu<\/strong>, v\u00e1\u0161e\u0148, inovace.<\/li>\n
  15. Ud\u011blejte ka\u017edou dohodu p\u0159\u00edli\u0161 dobrou, aby \u0161la odm\u00edtnout<\/strong>. Spoelstra vytvo\u0159il rodinn\u00fd bal\u00ed\u010dek se 4 vstupenkami, ve\u010de\u0159\u00ed a n\u00e1poji za cenu jedn\u00e9 norm\u00e1ln\u00ed vstupenky \u2014 vyprod\u00e1no, s efektem hybnosti pro zbytek sez\u00f3ny.<\/li>\n
  16. Zapojte i ostatn\u00ed odd\u011blen\u00ed organizace<\/strong>. Marketing nem\u016f\u017ee b\u00fdt uzav\u0159en v jedn\u00e9 kancel\u00e1\u0159i.<\/li>\n
  17. Rozli\u0161ujte mezi mal\u00fdmi a velk\u00fdmi z\u00e1kazn\u00edky<\/strong>. Paret\u016fv princip: 20 % z\u00e1kazn\u00edk\u016f generuje 80 % p\u0159\u00edjm\u016f.<\/li>\n
  18. V obt\u00ed\u017en\u00fdch dob\u00e1ch m\u00edsto propou\u0161t\u011bn\u00ed p\u0159ij\u00edmejte v\u00edce lid\u00ed ochotn\u00fdch pracovat na provizi<\/strong>.<\/li>\n
  19. Stanovte si ambici\u00f3zn\u00ed c\u00edle<\/strong> a hledejte nejz\u00e1bavn\u011bj\u0161\u00ed zp\u016fsob, jak jich dos\u00e1hnout.<\/li>\n<\/ol>\n

    Jump Start Marketing a sportovn\u00ed sponzoring: aplikace v roce 2024<\/h2>\n

    To, co zaujme p\u0159i op\u011btovn\u00e9m \u010dten\u00ed t\u011bchto 19 pravidel t\u00e9m\u011b\u0159 t\u0159icet let pot\u00e9, je jak m\u00e1lo zastarala. Hovo\u0159\u00ed o naslouch\u00e1n\u00ed z\u00e1kazn\u00edkovi m\u00edsto spol\u00e9h\u00e1n\u00ed na abstraktn\u00ed pr\u016fzkumy trhu, o motivaci t\u00fdmu riskovat v mal\u00e9m p\u0159ed investic\u00ed ve velk\u00e9m, a o tom, jak ud\u011blat ka\u017ed\u00fd bal\u00ed\u010dek \u201ep\u0159\u00edli\u0161 dobr\u00fd, aby byl odm\u00edtnut“ \u2014 principy, kter\u00e9 plat\u00ed stejn\u011b pro t\u00fdm NBA v pot\u00ed\u017e\u00edch v 90. letech jako pro zna\u010dku vstupuj\u00edc\u00ed dnes do motorsportu jako komunika\u010dn\u00ed platformy.<\/p>\n

    Ti, kte\u0159\u00ed hodnot\u00ed sponzoring v motorsportu<\/a> \u2014 Formule 1, MotoGP, WEC \u2014 se ocitaj\u00ed v situaci zrcadlov\u011b podobn\u00e9 t\u00e9 Spoelstrov\u011b: nen\u00ed to property, kter\u00e1 mus\u00ed p\u0159esv\u011bd\u010dit sponzora, ale sponzor, kter\u00fd mus\u00ed pochopit, jak aktivovat tuto property tak, aby p\u0159in\u00e1\u0161ela m\u011b\u0159iteln\u00e9 v\u00fdsledky pro jeho podnik\u00e1n\u00ed. Pravidlo 6 \u2014 mal\u00e9 experimenty p\u0159ed velk\u00fdmi investicemi \u2014 a pravidlo 13 \u2014 dokumentujte v\u00fdsledky nad\u0159\u00edzen\u00fdm p\u0159esv\u011bd\u010div\u011b \u2014 p\u0159esn\u011b popisuj\u00ed probl\u00e9m marketingov\u00e9ho mana\u017eera, kter\u00fd mus\u00ed p\u0159ed spr\u00e1vn\u00ed radou obh\u00e1jit sponzoringov\u00fd rozpo\u010det.<\/p>\n

    Stejn\u011b tak pravidlo 15 \u2014 ud\u011blat ka\u017edou dohodu p\u0159\u00edli\u0161 dobrou, aby byla odm\u00edtnuta \u2014 odr\u00e1\u017e\u00ed logiku, s n\u00ed\u017e nejlep\u0161\u00ed agentury sestavuj\u00ed p\u0159izp\u016fsoben\u00e9 sponzoringov\u00e9 bal\u00ed\u010dky: neprod\u00e1v\u00e1 se logo na z\u00e1vodn\u00edm aut\u011b, prod\u00e1v\u00e1 se syst\u00e9m aktivac\u00ed, pohostinstv\u00ed, obsahu a pr\u00e1v, kter\u00fd zt\u011b\u017euje odm\u00edtnut\u00ed. Jump-Start Marketing v tomto smyslu nen\u00ed jen teorie pro sportovn\u00ed vlastnosti v pot\u00ed\u017e\u00edch: je to prodejn\u00ed filozofie, kter\u00e1 uzn\u00e1v\u00e1 hodnotu kreativn\u00edho bal\u00ed\u010dkov\u00e1n\u00ed jako p\u00e1ky konverze.<\/p>\n

    Ice to the Eskimos<\/h2>\n

    Kniha, ve kter\u00e9 Spoelstra vysv\u011btluje sv\u00e9 teorie, se jmenuje \u201eIce to the Eskimos“<\/em> \u2014 na\u0161e verze \u201eprod\u00e1vat led na p\u00f3lu“. N\u00e1zev nen\u00ed vtip: je to prohl\u00e1\u0161en\u00ed metody. Spoelstra ne\u0159\u00edk\u00e1, \u017ee produkt mus\u00ed b\u00fdt prom\u011bn\u011bn v n\u011bco, \u010d\u00edm nen\u00ed. \u0158\u00edk\u00e1, \u017ee ka\u017ed\u00fd produkt, i ten zd\u00e1nliv\u011b neprodejn\u00fd, m\u00e1 sv\u00e9 publikum \u2014 za p\u0159edpokladu, \u017ee se najde spr\u00e1vn\u00fd r\u00e1mec pro jeho prezentaci.<\/p>\n

    Toto je n\u011bco, co si sponzo\u0159i, agentury a sportovn\u00ed vlastn\u00edci pr\u00e1v v motorsportu ji\u017e nemohou dovolit ignorovat. A co by v trhu, kde se pozornost rozt\u0159\u00ed\u0161tila a publika se zn\u00e1sobila, m\u011blo b\u00fdt dnes vyu\u017e\u00edv\u00e1no s je\u0161t\u011b v\u011bt\u0161\u00ed systemati\u010dnost\u00ed, ne\u017e s jakou Spoelstra pracoval se sv\u00fdmi gumov\u00fdmi ku\u0159aty v roce 1994.<\/p>\n

    RTR Sports Marketing pracuje s principy tohoto druhu p\u0159es 30 let: hled\u00e1n\u00ed spr\u00e1vn\u00e9ho r\u00e1mce pro sportovn\u00ed sponzoring, sestavov\u00e1n\u00ed bal\u00ed\u010dk\u016f p\u0159esn\u011b tam, kde z\u00e1kazn\u00edk poci\u0165uje maxim\u00e1ln\u00ed hodnotu, a dokumentov\u00e1n\u00ed v\u00fdsledk\u016f zp\u016fsobem, kter\u00fd p\u0159esv\u011bd\u010d\u00ed i nejskepti\u010dt\u011bj\u0161\u00edho \u010dlena spr\u00e1vn\u00ed rady. Jump-Start Marketing je filosofie, kter\u00e1 nezastar\u00e1v\u00e1 \u2014 m\u011bn\u00ed se jen kontext, ve kter\u00e9m se aplikuje.<\/p>\n

    \n

    Nej\u010dast\u011bj\u0161\u00ed dotazy o Jump Start Marketingu<\/b><\/h2>\n

    <\/p>\n

    \n

    Co je Jump Start Marketing?<\/b><\/h3>\n
    \n
    \n

    Je to teorie sportovn\u00edho marketingu vyvinut\u00e1 Jonem Spoelstrou pro o\u017eiven\u00ed existuj\u00edc\u00edho sportovn\u00edho produktu, kter\u00fd nezaznamen\u00e1v\u00e1 o\u010dek\u00e1van\u00fd \u00fasp\u011bch. Nejde o reinvenci produktu, ale o jeho repositioning a reformu \u2014 vych\u00e1zeje z up\u0159\u00edmn\u00e9 anal\u00fdzy jeho skute\u010dn\u00fdch omezen\u00ed \u2014 dokud se nestane n\u011b\u010d\u00edm, bez \u010deho se publikum neobejde.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

    <\/p>\n

    \n

    Kdo je Jon Spoelstra?<\/b><\/h3>\n
    \n
    \n

    Je to jeden z nejvlivn\u011bj\u0161\u00edch sportovn\u00edch market\u00e9r\u016f USA, s vedouc\u00edmi pozicemi ve \u010dty\u0159ech fran\u0161\u00edz\u00e1ch NBA (Buffalo Braves, Portland Trail Blazers, Denver Nuggets, New Jersey Nets) mezi 70. a 90. lety. Sv\u016fj Jump Start Marketing teoretizoval v knize \u201eIce to the Eskimos“ (1997).<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

    <\/p>\n

    \n

    Kdy se Jump Start Marketing aplikuje?<\/b><\/h3>\n
    \n
    \n

    Pouze na ji\u017e existuj\u00edc\u00ed sportovn\u00ed produkty, nem\u011bnn\u00e9 ve sv\u00e9 podstat\u011b, kter\u00e9 nefunguj\u00ed na trhu \u2014 nap\u0159\u00edklad m\u00e1lo konkurenceschopn\u00fd t\u00fdm na za\u010d\u00e1tku sez\u00f3ny nebo akce s malou n\u00e1v\u0161t\u011bvnost\u00ed. Nevztahuje se na launch nov\u00e9ho produktu.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

    <\/p>\n

    \n

    Jak se Jump Start Marketing aplikuje na sportovn\u00ed sponzoring?<\/b><\/h3>\n
    \n
    \n

    Principy Spoelstry se p\u0159\u00edmo aplikuj\u00ed: pravidlo mal\u00fdch experiment\u016f p\u0159ed velk\u00fdmi investicemi vede stavbu pilotn\u00edch bal\u00ed\u010dk\u016f; pravidlo dokumentace v\u00fdsledk\u016f nad\u0159\u00edzen\u00fdm popisuje pr\u00e1ci marketingov\u00e9ho mana\u017eera, kter\u00fd obhajuje sponzoringov\u00fd rozpo\u010det p\u0159ed spr\u00e1vn\u00ed radou; pravidlo, \u017ee ka\u017ed\u00e1 dohoda mus\u00ed b\u00fdt \u201ep\u0159\u00edli\u0161 dobr\u00e1, aby byla odm\u00edtnuta“, definuje logiku, s n\u00ed\u017e nejlep\u0161\u00ed agentury sestavuj\u00ed sponzoringov\u00e9 bal\u00ed\u010dky v motorsportu.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

    <\/p>\n

    \n

    Jak\u00fd je z\u00e1sadn\u00ed rozd\u00edl mezi Jump Start Marketingem a konven\u010dn\u00edm sportovn\u00edm marketingem?<\/b><\/h3>\n
    \n
    \n

    Konven\u010dn\u00ed sportovn\u00ed marketing tenduje ke spol\u00e9h\u00e1n\u00ed na produkt jako prim\u00e1rn\u00ed faktor p\u0159ita\u017elivosti \u2014 t\u00fdm mus\u00ed b\u00fdt siln\u00fd, akce mus\u00ed b\u00fdt spektakul\u00e1rn\u00ed. Jump Start Marketing vych\u00e1z\u00ed z opa\u010dn\u00e9ho p\u0159edpokladu: produkt m\u00e1 limity, kter\u00e9 nelze zm\u011bnit, a \u00fakolem market\u00e9ra je naj\u00edt zp\u016fsob, jak p\u0159esto fungoval \u2014 prost\u0159ednictv\u00edm kreativity, bal\u00ed\u010dkov\u00e1n\u00ed a p\u0159\u00edm\u00e9ho vztahu se z\u00e1kazn\u00edkem.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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

    Odborn\u00edci na sportovn\u00ed marketing dob\u0159e znaj\u00ed jm\u00e9no Jona Spoelstry \u2014 jednoho z nejslavn\u011bj\u0161\u00edch inov\u00e1tor\u016f a praktik\u016f sports marketingu posledn\u00edch t\u0159iceti let. Spole\u010dn\u011b s Veeckem, Hagstromem, Levinem a dal\u0161\u00edmi uzn\u00e1van\u00fdmi market\u00e9ry hlavn\u00edch americk\u00fdch profesion\u00e1ln\u00edch lig v 80. a 90. letech vytvo\u0159il Spoelstra n\u011bkter\u00e9 z nejpam\u00e1tn\u011bj\u0161\u00edch sportovn\u00edch komunika\u010dn\u00edch kampan\u00ed v\u016fbec. Nejslavn\u011bj\u0161\u00ed z nich byl tzv. \u201erubber chicken […]<\/p>\n","protected":false},"author":2,"featured_media":177465,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20238],"tags":[],"class_list":["post-297996","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing-cs"],"acf":[],"contentshake_article_id":"","yoast_head":"\nJump Start Marketing ve Sportu: 19 Pravidel Spoelstry | RTR Sports<\/title>\n<meta name=\"description\" content=\"Objevte teorii Jump Start Marketingu Jona Spoelstry: 19 pravidel pro repozicioning sportovn\u00edch produkt\u016f. 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