{"id":298050,"date":"2021-06-29T13:44:15","date_gmt":"2021-06-29T11:44:15","guid":{"rendered":"https:\/\/rtrsports.com\/pochopeni-procesu-sportovniho-sponzoringu-od-odbornika-z-agentury\/"},"modified":"2026-09-24T10:29:21","modified_gmt":"2026-09-24T08:29:21","slug":"pochopeni-procesu-sportovniho-sponzoringu-od-odbornika-z-agentury","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/pochopeni-procesu-sportovniho-sponzoringu-od-odbornika-z-agentury\/","title":{"rendered":"Proces sportovn\u00edho sponzorstv\u00ed o\u010dima agentury: 8 f\u00e1z\u00ed (2026)"},"content":{"rendered":"

Zvenku vypad\u00e1 sportovn\u00ed sponzorstv\u00ed jako rozhodnut\u00ed z intuice: nad\u0161en\u00fd gener\u00e1ln\u00ed \u0159editel, pod\u00e1n\u00ed ruky v paddocku, logo na kapot\u00e1\u017ei. Zevnit\u0159 je to proces s jasn\u00fdmi f\u00e1zemi, daty, vyjedn\u00e1v\u00e1n\u00edm a kontrolami. Rozd\u00edl mezi ob\u011bma pohledy je stejn\u00fd jako rozd\u00edl mezi sponzorstv\u00edm, kter\u00e9 vydr\u017e\u00ed jednu sezonu, a sponzorstv\u00edm, kter\u00e9 vydr\u017e\u00ed deset let.<\/strong><\/p>\n

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

„Metodou“ naz\u00fdv\u00e1me sled krok\u016f, kter\u00fdmi agentura buduje sponzorsk\u00fd program, od prvn\u00edho rozhovoru po m\u011b\u0159en\u00ed v\u00fdsledk\u016f. Nejde o byrokracii: je to zp\u016fsob, jak prom\u011bnit nad\u0161en\u00ed, kter\u00e9ho ve sportu nikdy nen\u00ed m\u00e1lo, v investici, kter\u00e1 obstoj\u00ed p\u0159ed p\u0159edstavenstvem.<\/p>\n

Co je sponzorstv\u00ed doopravdy<\/h2>\n

V oboru se nej\u010dast\u011bji pou\u017e\u00edv\u00e1 definice institutu IEG, kter\u00fd trh sponzorstv\u00ed des\u00edtky let zkoumal: pln\u011bn\u00ed v pen\u011bz\u00edch nebo v natur\u00e1li\u00edch poskytnut\u00e9 dr\u017eiteli pr\u00e1v, tedy t\u00fdmu, akci \u010di organizaci, v\u00fdm\u011bnou za p\u0159\u00edstup k vyu\u017eiteln\u00e9mu komer\u010dn\u00edmu potenci\u00e1lu spojen\u00e9mu s t\u00edmto dr\u017eitelem pr\u00e1v. Kl\u00ed\u010dov\u00e9 slovo je „vyu\u017eiteln\u00fd“. Sponzorstv\u00ed nikdy nen\u00ed c\u00edlem, v\u017edy je prost\u0159edkem: kupuje potenci\u00e1l a hodnota vznik\u00e1 teprve tehdy, kdy\u017e je tento potenci\u00e1l vyu\u017eit. Z toho vych\u00e1zej\u00ed v\u0161echny f\u00e1ze procesu.<\/p>\n

1. Prvn\u00ed rozhovor<\/h2>\n

Dobr\u00fd program v\u017edy za\u010d\u00edn\u00e1 dobr\u00fdm rozhovorem. Pochopit skute\u010dn\u00e9 pot\u0159eby firmy, nad r\u00e1mec moment\u00e1ln\u00edho p\u0159\u00e1n\u00ed, je prvn\u00ed \u00falohou agentury: \u010deho chce firma dos\u00e1hnout, u jak\u00e9ho publika, na jak\u00fdch trz\u00edch, s jak\u00fdm rozpo\u010dtem a za jak dlouho. C\u00edl vysloven\u00fd na za\u010d\u00e1tku, v\u011bt\u0161\u00ed viditelnost, \u010dasto skr\u00fdv\u00e1 c\u00edl konkr\u00e9tn\u011bj\u0161\u00ed, nap\u0159\u00edklad vstup na trh, podporu obchodn\u00ed s\u00edt\u011b nebo udr\u017een\u00ed nejlep\u0161\u00edch z\u00e1kazn\u00edk\u016f, a rozhovor slou\u017e\u00ed k tomu, aby ho odhalil.<\/p>\n

2. Data a v\u00fdzkum<\/h2>\n

Druh\u00e1 f\u00e1ze je nejm\u00e9n\u011b viditeln\u00e1. Analyzuje se publikum jednotliv\u00fdch \u0161ampion\u00e1t\u016f, jejich geografick\u00e9 a televizn\u00ed rozlo\u017een\u00ed, hodnoty, kter\u00e9 ve\u0159ejnost spojuje s ka\u017ed\u00fdm sportem, obory, kter\u00e9 u\u017e jsou zastoupeny, i ty voln\u00e9, a tr\u017en\u00ed n\u00e1klady. V motorsportu existuje obrovsk\u00e9 mno\u017estv\u00ed dat, od \u010d\u00edsel zve\u0159ej\u0148ovan\u00fdch dr\u017eiteli pr\u00e1v po nez\u00e1visl\u00e9 studie, a \u00fakolem agentury je odd\u011blit u\u017eite\u010dn\u00e1 data od propaga\u010dn\u00edch.<\/p>\n

3. V\u00fdb\u011br dr\u017eitele pr\u00e1v<\/h2>\n

Kdy\u017e jsou c\u00edle a data na stole, p\u0159ich\u00e1z\u00ed \u010das na v\u00fdb\u011br: jak\u00fd \u0161ampion\u00e1t, jak\u00fd t\u00fdm, jak\u00fd jezdec, jak\u00e1 akce. V t\u00e9to f\u00e1zi m\u00e1 zku\u0161enost nejv\u011bt\u0161\u00ed v\u00e1hu, proto\u017ee nejde jen o znalost po\u0159ad\u00ed, ale i lid\u00ed, zvyklost\u00ed, finan\u010dn\u00ed stability t\u00fdm\u016f a jejich ochoty sestavit bal\u00ed\u010dek na m\u00edru. Pro firmy, kter\u00e9 vstupuj\u00ed poprv\u00e9, jsme shrnuli p\u011bt rozhodnut\u00ed, kter\u00fdmi za\u010d\u00edt<\/a>.<\/p>\n

4. Nab\u00eddka a vyjedn\u00e1v\u00e1n\u00ed<\/h2>\n

Nab\u00eddka vymezuje pr\u00e1va: kde a jak v\u00fdrazn\u011b bude zna\u010dka vid\u011bt, jak\u00fd p\u0159\u00edstup k hospitality, jak\u00e1 pr\u00e1va k u\u017eit\u00ed z\u00e1b\u011br\u016f, jak\u00e9 oborov\u00e9 exkluzivity, jak\u00e9 aktivity s jezdci. Vyjedn\u00e1v\u00e1n\u00ed prom\u011bn\u00ed nab\u00eddku ve smlouvu a tady rozhoduj\u00ed detaily: d\u00e9lka, v\u00fdstupn\u00ed klauzule, co se stane v p\u0159\u00edpad\u011b nep\u0159edv\u00eddan\u00fdch ud\u00e1lost\u00ed nebo zm\u011bny jezdce. Ne\u017e se firma sv\u011b\u0159\u00ed agentu\u0159e, vyplat\u00ed se polo\u017eit deset spr\u00e1vn\u00fdch ot\u00e1zek<\/a> a pe\u010dliv\u011b zv\u00e1\u017eit rozd\u00edl mezi spoluprac\u00ed s agenturou a p\u0159\u00edm\u00fdm jedn\u00e1n\u00edm s t\u00fdmem<\/a>.<\/p>\n

5. Schv\u00e1len\u00ed a harmonogram<\/h2>\n

Sponzorstv\u00ed t\u00e9m\u011b\u0159 v\u017edy proch\u00e1z\u00ed n\u011bkolika \u00farovn\u011bmi intern\u00edho schvalov\u00e1n\u00ed, od marketingu po finan\u010dn\u00ed odd\u011blen\u00ed, a term\u00edny je t\u0159eba dodr\u017eet. V motorsportu je kalend\u00e1\u0159 pevn\u00fd: sezona MotoGP za\u010d\u00edn\u00e1 na konci \u00fanora a dohoda podepsan\u00e1 po jej\u00edm za\u010d\u00e1tku p\u0159ich\u00e1z\u00ed o cenn\u00e9 t\u00fddny aktivace. Nejlep\u0161\u00ed okam\u017eik k podpisu z\u00e1vis\u00ed na \u0161ampion\u00e1tu a rozebrali jsme ho v pr\u016fvodci o tom, kdy podepsat sponzorskou smlouvu<\/a>.<\/p>\n

6. Aktivace<\/h2>\n

V t\u00e9to f\u00e1zi p\u0159est\u00e1v\u00e1 b\u00fdt sponzorstv\u00ed smlouvou a st\u00e1v\u00e1 se marketingem. Hospitality pro klienty, reklamn\u00ed kampan\u011b se z\u00e1b\u011bry t\u00fdmu, obsah pro soci\u00e1ln\u00ed s\u00edt\u011b, akce s jezdci, propagace v m\u00edst\u011b prodeje, motivace obchodn\u00ed s\u00edt\u011b. Aktivace m\u00e1 n\u00e1klady, kter\u00e9 nejsou zahrnuty v pr\u00e1vech, a je to polo\u017eka, kter\u00e1 b\u00fdv\u00e1 nej\u010dast\u011bji podce\u0148ov\u00e1na. V\u011bnovali jsme se j\u00ed v pr\u016fvodci aktivac\u00ed sponzorstv\u00ed<\/a>.<\/p>\n

7. Dolad\u011bn\u00ed<\/h2>\n

\u017d\u00e1dn\u00fd program nefunguje dokonale napoprv\u00e9. B\u011bhem sezony se sleduje, co funguje a co ne, p\u0159esouvaj\u00ed se zdroje mezi aktivitami a vyu\u017e\u00edvaj\u00ed se ne\u010dekan\u00e9 p\u0159\u00edle\u017eitosti, p\u0159ekvapiv\u00e9 p\u00f3dium nebo p\u0159\u00edb\u011bh, kter\u00fd si publikum zamiluje. Je to nep\u0159etr\u017eit\u00e1 pr\u00e1ce, kter\u00e1 vy\u017eaduje st\u00e1l\u00fd dialog mezi firmou, t\u00fdmem a agenturou.<\/p>\n

8. M\u011b\u0159en\u00ed<\/h2>\n

Posledn\u00ed f\u00e1ze uzav\u00edr\u00e1 kruh a p\u0159ipravuje dal\u0161\u00ed sezonu. V\u00fdsledky se m\u011b\u0159\u00ed v\u016f\u010di c\u00edl\u016fm stanoven\u00fdm na za\u010d\u00e1tku: pov\u011bdom\u00ed o zna\u010dce, z\u00edskan\u00e9 kontakty, prodeje, zapojen\u00ed zam\u011bstnanc\u016f. Verze Barcelona Principles z roku 2025, mezin\u00e1rodn\u00ed standard m\u011b\u0159en\u00ed v komunikaci, \u0159ad\u00ed reklamn\u00ed ekvivalent, star\u00fd v\u00fdpo\u010det medi\u00e1ln\u00ed hodnoty, mezi neplatn\u00e1 m\u011b\u0159\u00edtka a jeho pou\u017e\u00edv\u00e1n\u00ed nedoporu\u010duje. V oborov\u00e9 praxi p\u0159e\u017e\u00edv\u00e1 nanejv\u00fd\u0161 jako srovn\u00e1vac\u00ed m\u011b\u0159\u00edtko mezi r\u016fzn\u00fdmi bal\u00ed\u010dky, nikdy jako d\u016fkaz obchodn\u00ed n\u00e1vratnosti. \u00daplnou metodu popisujeme v pr\u016fvodci o tom, jak se doopravdy m\u011b\u0159\u00ed ROI<\/a>. V\u00fdsledky jsou nakonec z\u00e1kladem pro rozhodnut\u00ed, zda prodlou\u017eit, znovu vyjednat, nebo zm\u011bnit<\/a>.<\/p>\n

Hodn\u00fd, zl\u00fd a o\u0161kliv\u00fd<\/h2>\n

Proces riziko neodstran\u00ed, ale u\u010din\u00ed ho zvl\u00e1dnuteln\u00fdm. Dobr\u00e9 je, \u017ee dob\u0159e postaven\u00e9 sponzorstv\u00ed zn\u00e1sob\u00ed hodnotu v\u0161ech ostatn\u00edch marketingov\u00fdch n\u00e1stroj\u016f. Zl\u00e9 je, \u017ee vy\u017eaduje \u010das, nasazen\u00ed a rozpo\u010det, kter\u00fd p\u0159esahuje smlouvu. O\u0161kliv\u00e1 je zkratka: p\u0159esko\u010dit prvn\u00ed f\u00e1ze, vyb\u00edrat podle v\u00e1\u0161n\u011b, podepsat bez p\u0159edstavy, jak se bude m\u011b\u0159it \u00fasp\u011bch. T\u00e9m\u011b\u0159 v\u0161echny programy, kter\u00e9 sel\u017eou, zvolily tuto zkratku, a t\u00e9m\u011b\u0159 v\u0161echny, kter\u00e9 vydr\u017e\u00ed, se tak \u010di onak \u0159\u00eddily metodou.<\/p>\n

Zdroje:<\/strong> TicketManager, definice sponzorstv\u00ed podle IEG<\/a>; IEG, Activation Ratios Are Dead<\/a>; AMEC, Barcelona Principles 4.0<\/a>; MotoGP, kalend\u00e1\u0159 2026<\/a>.<\/p>\n

\r\n\r\n

\u010cast\u00e9 ot\u00e1zky o procesu sportovn\u00edho sponzorstv\u00ed<\/b><\/h2>\r\n \r\n
\n
\r\n\r\n

\r\n Co je sportovn\u00ed sponzorstv\u00ed?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Podle nejpou\u017e\u00edvan\u011bj\u0161\u00ed definice v oboru, definice IEG, je to pln\u011bn\u00ed v pen\u011bz\u00edch nebo v natur\u00e1li\u00edch poskytnut\u00e9 dr\u017eiteli pr\u00e1v, jako je t\u00fdm, akce nebo organizace, v\u00fdm\u011bnou za p\u0159\u00edstup k vyu\u017eiteln\u00e9mu komer\u010dn\u00edmu potenci\u00e1lu spojen\u00e9mu s t\u00edmto dr\u017eitelem pr\u00e1v. V\u017edy je to prost\u0159edek k dosa\u017een\u00ed marketingov\u00fdch c\u00edl\u016f, nikdy c\u00edl s\u00e1m o sob\u011b.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Jak\u00e9 jsou f\u00e1ze sponzorsk\u00e9ho procesu?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Prvn\u00ed rozhovor k pochopen\u00ed c\u00edl\u016f, sb\u011br a anal\u00fdza dat, v\u00fdb\u011br dr\u017eitele pr\u00e1v, nab\u00eddka a vyjedn\u00e1v\u00e1n\u00ed smlouvy, intern\u00ed schv\u00e1len\u00ed, aktivace, dolad\u011bn\u00ed b\u011bhem sezony a nakonec m\u011b\u0159en\u00ed v\u00fdsledk\u016f v\u016f\u010di p\u016fvodn\u00edm c\u00edl\u016fm.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Co d\u011bl\u00e1 agentura pro sportovn\u00ed sponzorstv\u00ed?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Pom\u00e1h\u00e1 firm\u011b stanovit c\u00edle, analyzuje data jednotliv\u00fdch \u0161ampion\u00e1t\u016f, vyb\u00edr\u00e1 nejvhodn\u011bj\u0161\u00edho dr\u017eitele pr\u00e1v, vyjedn\u00e1v\u00e1 smlouvu, buduje a \u0159\u00edd\u00ed aktivaci a m\u011b\u0159\u00ed v\u00fdsledky. Ve v\u011bt\u0161in\u011b p\u0159\u00edpad\u016f jej\u00ed provizi plat\u00ed t\u00fdm nebo dr\u017eitel pr\u00e1v, nikoli zna\u010dka.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Je medi\u00e1ln\u00ed hodnota dobr\u00fdm m\u011b\u0159\u00edtkem n\u00e1vratnosti sponzorstv\u00ed?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Ne. Verze Barcelona Principles z roku 2025, mezin\u00e1rodn\u00ed standard m\u011b\u0159en\u00ed v komunikaci, \u0159ad\u00ed reklamn\u00ed ekvivalent mezi neplatn\u00e1 m\u011b\u0159\u00edtka a jeho pou\u017e\u00edv\u00e1n\u00ed nedoporu\u010duje. V praxi p\u0159e\u017e\u00edv\u00e1 nanejv\u00fd\u0161 jako srovn\u00e1vac\u00ed m\u011b\u0159\u00edtko mezi bal\u00ed\u010dky, nikdy jako d\u016fkaz obchodn\u00ed n\u00e1vratnosti.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Jak dlouho trv\u00e1 vybudovat sponzorstv\u00ed?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Z\u00e1le\u017e\u00ed na \u0161ampion\u00e1tu a \u00farovn\u00edch intern\u00edho schvalov\u00e1n\u00ed, ale je rozumn\u00e9 za\u010d\u00edt s n\u011bkolikam\u011bs\u00ed\u010dn\u00edm p\u0159edstihem. V motorsportu je kalend\u00e1\u0159 pevn\u00fd: MotoGP startuje na konci \u00fanora a dohoda podepsan\u00e1 po za\u010d\u00e1tku sezony p\u0159ich\u00e1z\u00ed o cenn\u00e9 t\u00fddny aktivace.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

Zvenku vypad\u00e1 sportovn\u00ed sponzorstv\u00ed jako rozhodnut\u00ed z intuice: nad\u0161en\u00fd gener\u00e1ln\u00ed \u0159editel, pod\u00e1n\u00ed ruky v paddocku, logo na kapot\u00e1\u017ei. Zevnit\u0159 je to proces s jasn\u00fdmi f\u00e1zemi, daty, vyjedn\u00e1v\u00e1n\u00edm a kontrolami. Rozd\u00edl mezi ob\u011bma pohledy je stejn\u00fd jako rozd\u00edl mezi sponzorstv\u00edm, kter\u00e9 vydr\u017e\u00ed jednu sezonu, a sponzorstv\u00edm, kter\u00e9 vydr\u017e\u00ed deset let. Aktualizov\u00e1no v z\u00e1\u0159\u00ed 2026. „Metodou“ naz\u00fdv\u00e1me […]<\/p>\n","protected":false},"author":2,"featured_media":192255,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20277,20230],"tags":[],"class_list":["post-298050","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motogp-10-7","category-sportovni-marketing"],"acf":[],"contentshake_article_id":"","yoast_head":"\nProces sportovn\u00edho sponzorstv\u00ed v 8 f\u00e1z\u00edch<\/title>\n<meta name=\"description\" content=\"Jak funguje proces sportovn\u00edho sponzorstv\u00ed, vysv\u011btlen\u00fd agenturou: od prvn\u00edho rozhovoru po vyjedn\u00e1v\u00e1n\u00ed, od aktivace po m\u011b\u0159en\u00ed.\" \/>\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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