{"id":298653,"date":"2019-03-04T11:30:25","date_gmt":"2019-03-04T10:30:25","guid":{"rendered":"https:\/\/rtrsports.com\/licencovani-skvelych-produktu-jak-sport-zmenil-dobry-na-wow\/"},"modified":"2026-09-16T16:50:11","modified_gmt":"2026-09-16T14:50:11","slug":"licencovani-skvelych-produktu-jak-sport-zmenil-dobry-na-wow","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/great-product-licensing-sport-turned-good-wow\/","title":{"rendered":"Licencov\u00e1n\u00ed sportovn\u00edch produkt\u016f: jak sport prom\u011bn\u00ed \u201edob\u0159\u00e9\u201c ve \u201ewow\u201c"},"content":{"rendered":"

Existuje mnoho p\u0159\u00edklad\u016f toho, jak sportovn\u00ed licence<\/strong> dok\u00e1zaly b\u011b\u017en\u00e9 produkty povznav\u00e9st a prom\u011bnit je v n\u011bco skute\u010dn\u011b v\u00fdj\u0131me\u010dn\u00e9ho. Sport, jeho hodnoty, t\u00fdmy, d\u011bdictv\u00ed a obrazy p\u0159edstavuj\u00ed ide\u00e1ln\u00edho partnera pro p\u0159id\u00e1n\u00ed toho extra n\u011b\u010dho, kter\u00e9 m\u016f\u017ee ud\u011blat rozd\u00edl. A to plat\u00ed nejen pro sportovn\u00ed organizace v u\u017e\u0161\u00edm slova smyslu, ale tak\u00e9 pro nejd\u016fle\u017cit\u011bj\u0161\u00ed zna\u010dky v motorsportu a sportu obecn\u011b.<\/p>\n

P\u0159\u00edklady \u00fasp\u011b\u0161n\u00e9ho licencov\u00e1n\u00ed sportovn\u00edch produkt\u016f<\/strong><\/h2>\n

Prvn\u00edm p\u0159\u00edkladem, kter\u00fd p\u0159ich\u00e1z\u00ed na my\u015fl, jsou Apple Watch Nike<\/strong>: p\u0159\u00edpad co-brandingu, kter\u00fd p\u0159em\u011b\u0148uje skvosta technologick\u00fd produkt v mimo\u0159\u00e1dnou marketingovou operaci zam\u011b\u0159enou na aktivn\u00ed, mlad\u00e9 a v\u00fdkonem orientovan\u00e9 publikum. Apple a Nike tuto spolupr\u00e1ci udr\u017euj\u00ed ji\u017e l\u00e9ta s nov\u00fdmi verzemi \u0159em\u00ednk\u016f a rozhran\u00ed v\u00fdraznit navazuj\u00edc\u00edmi na estetiku Nike.<\/p>\n

Dal\u0161\u00edm skvosta p\u0159\u00edkladem ze sv\u011bta motorsportu je Ferrari Bianchi Bike<\/strong>, vyroben\u00e9 v extr\u00e9mn\u011b limitovan\u00e9 s\u00e9rii. Nebo Ferrari Hublot Big Bang<\/strong> \u2014 keramick\u00e9 hodinky narozen\u00e9 ze spolupr\u00e1ce Hublotu a zna\u010dky Skoku kon\u011b: produkt, kter\u00fd by bez licen\u010dn\u00ed smlouvy nikdy neexistoval a kter\u00fd dos\u00e1huje vyj\u00edme\u010dn\u00fdch cen pr\u00e1v\u011b d\u00edky evoka\u010dn\u00ed s\u00edle zna\u010dky Ferrari.<\/p>\n

McLaren<\/strong> je dal\u0161\u00edm g\u0142\u00f3wnym poskytovatelem licenc\u00ed v motorsportu. B\u011bhem let nav\u00e1zal spolupr\u00e1ce v hodinov\u00e9m pr\u016fmyslu, spot\u0159ebn\u00ed elektronice, m\u00f3d\u011b a gamingu, p\u0159en\u00e1\u0161eje svou identitu \u2014 p\u0159esnost, rychlost, \u0161pi\u010dkov\u00e9 technologie \u2014 do odvtv\u00ed velmi vzd\u00e1len\u00fdch od z\u00e1vodn\u00ed dr\u00e1hy. Ka\u017ed\u00e1 spolupr\u00e1ce je prost\u0159edkem k dosa\u017een\u00ed nov\u00fdch publik a nov\u00fdch trh\u016f.<\/p>\n

Stejn\u011b ikonick\u00e9 jsou spolupr\u00e1ce Lamborghini<\/strong>: od audiodock\u00edng\u016f vyv\u00edjen\u00fdch spole\u010dn\u011b s Esavox<\/strong> a\u017e po limitovan\u00e9 tenisky vytvo\u0159en\u00e9 s Mizuno<\/strong>. Produkty, kter\u00e9 by bez zna\u010dky Lamborghini byly prost\u011b dobr\u00fdmi produkty, a kter\u00e9 s n\u00ed se st\u00e1vaj\u00ed objekty tou\u017eby.<\/p>\n

Pro\u010d sportovn\u00ed licence funguj\u00ed<\/strong><\/h2>\n

Mechanismus za\u010d\u00ednaj\u00edc\u00ed sportovn\u00edm licencov\u00e1n\u00edm je jednoduch\u00fd, ale v\u00fdkonn\u00fd: p\u0159enos emo\u010dn\u00ed hodnoty<\/strong>. P\u0159\u00edznivci sportovn\u00ed zna\u010dky \u2014 Ferrari, McLaren, Ducati, NBA, adidas \u2014 s t\u00edmto brandem spoj\u00edvaj\u00ed siln\u00e9 emoce: rychlost, v\u00edt\u011bzstv\u00ed, styl, exkluzivitu, adrenalina. Kdy\u017e se tato zna\u010dka objev\u00ed na hodink\u00e1ch, j\u00edzdnm kole, p\u00e1ru botic nebo chytr\u00e9m telefonu, nese s sebou cel\u00e9 to emo\u010dn\u00ed d\u011bdictv\u00ed.<\/p>\n

Pro nab\u00edvatele licence je v\u00fdhoda okam\u017eit\u00e1: p\u0159\u00edstup k ji\u017e v\u011brn\u00e9mu publiku<\/strong>, diferenciace v\u016f\u010di konkurenci, ospravedln\u011bn\u00ed pr\u00e9miov\u00e9 ceny. Pro poskytovatele licence (vlastn\u00edka sportovn\u00ed zna\u010dky) to znamen\u00e1 dodate\u010dn\u00e9 p\u0159\u00edjmy a p\u0159\u00edtomnost v kategori\u00edch produkt\u016f, kter\u00e9 by jinak nem\u016fhl slou\u017eit p\u0159\u00edmo.<\/p>\n

Nen\u00ed n\u00e1hodou, \u017ee glob\u00e1ln\u00ed licen\u010dn\u00ed trh m\u00e1 hodnotu 356 miliard dolar\u016f<\/strong> (Licensing International, 2023). Od Adidasu<\/strong> po Bentley<\/strong>, od Pepsi-Coly<\/strong> po NBA<\/strong>, od John Deere<\/strong> po Walt Disney<\/strong> \u2014 v\u0161echny nejrozpoznateln\u011bj\u0161\u00ed zna\u010dky sv\u011bta nab\u00edz\u00edj\u00ed sv\u00e9 ochrann\u00e9 znaky v licenci.<\/p>\n

Jak m\u016f\u017ee RTR Sports pomoci<\/strong><\/h2>\n

Pokud chcete prozkoumat, co lze prov\u00e9st v oblasti sportovn\u00edch nebo motorsportovn\u00edch licenc\u00ed \u2014 jako poskytovatel nebo nab\u00fdvatel licence \u2014 jsme k va\u0161im slu\u017eb\u00e1m. M\u016f\u017eete n\u00e1m napsat na info@rtrsports.com<\/a> nebo prohl\u00e9dnout v\u00fdb\u011br licen\u010dn\u00edch operac\u00ed, na kter\u00fdch jsme se pod\u00edly v posledn\u00edch letech<\/a>.<\/p>\n

\u010cast\u00e9 dotazy o licencov\u00e1n\u00ed sportovn\u00edch produkt\u016f<\/h2>\n
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Frequently Asked Questions<\/b><\/h2>\r\n \r\n
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\r\n Co je licence sportovn\u00edho produktu a jak funguje?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n <\/p>\n

Licence sportovn\u00edho produktu je smlouva, v n\u00ed\u017e vlastn\u00edk sportovn\u00ed zna\u010dky (nap\u0159. Ferrari, McLaren nebo NBA) ud\u011bl\u00ed jin\u00e9 spole\u010dnosti pr\u00e1vo pou\u017e\u00edvat tuto zna\u010dku na produktech nebo slu\u017eb\u00e1ch v\u00fdm\u011bnou za licen\u010dn\u00ed poplatek z trhu. Nab\u00fdvatel t\u011b\u017e\u00ed z emo\u010dn\u00ed s\u00edly sportovn\u00ed zna\u010dky; poskytovatel z\u00edskal dodate\u010dn\u00e9 p\u0159\u00edjmy a v\u011bt\u0161\u00ed p\u0159\u00edtomnost na trhu.<\/p>\n

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\r\n Jak\u00e9 jsou v\u00fdhody sportovn\u00edch licenc\u00ed pro spole\u010dnost?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n <\/p>\n

Z\u00edskat licenci na sportovn\u00ed zna\u010dku pro firmu znamen\u00e1: odli\u0161it se od konkurence, ospravedlnit pr\u00e9miovou cenu, z\u00edskat p\u0159\u00edstup k ji\u017e v\u011brn\u00e9mu a motivovan\u00e9mu publiku, roz\u0161\u00ed\u0159it distribuci na nov\u00e9 trhy a pos\u00edlit svou identitu spjen\u00edm s hodnotami sportu: v\u00fdkonem, excelenc\u00ed a v\u00e1\u0161n\u00ed.<\/p>\n

\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Jak\u00e9 jsou nejzn\u00e1m\u011bj\u0161\u00ed p\u0159\u00edklady licencov\u00e1n\u00ed sportovn\u00edch produkt\u016f v motorsportu?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n <\/p>\n

Mezi nejzn\u00e1m\u011bj\u0161\u00ed p\u0159\u00edklady pat\u0159\u00ed: Apple Watch Nike, Ferrari Hublot Big Bang, Ferrari Bianchi Bike, spolupr\u00e1ce McLarenu v hodinov\u00e9m pr\u016fmyslu a gamingu, Lamborghini a Esavox (audio), Lamborghini a Mizuno (tenisky). Ka\u017ed\u00fd p\u0159\u00edpad ukazuje, jak sportovn\u00ed zna\u010dka p\u0159en\u00e1\u0161\u00ed emo\u010dn\u00ed hodnotu do kategori\u00ed produkt\u016f vzdal\u00fdch z\u00e1vodn\u00ed s\u00edt\u011b.<\/p>\n

\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Jak vybrat spr\u00e1vn\u00e9ho partnera pro licen\u010dn\u00ed smlouvu?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n <\/p>\n

V\u00fdb\u011br partnera z\u00e1vis\u00ed na souladu hodnot obou zna\u010dek, velikosti c\u00edlov\u00e9ho trhu, kategorii produktu a v\u00fdrobn\u00edch a distribu\u010dn\u00edch kapacit\u00e1ch nab\u00fdvatele. Specializovan\u00e1 agentura jako RTR Sports tato faktora hodnotit\u00ed a podporuje jedn\u00e1n\u00ed o smlouv\u011b, stanoven\u00ed poplatk\u016f a provozn\u00ed \u0159\u00edzen\u00ed licen\u010dn\u00edho programu.<\/p>\n

\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n\r\n

\r\n Je rozd\u00edl mezi sportovn\u00ed licenc\u00ed a co-brandingem?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n <\/p>\n

Ano: v co-brandingu<\/strong> maj\u00ed ob\u011b zna\u010dky stejnou viditelnost a jsou vn\u00edm\u00e1ny jako stejn\u011b hlavn\u00ed protagonist\u00e9 produktu (nap\u0159. Apple Watch Nike). V tradi\u010dn\u00ed licenci<\/strong> je jedna zna\u010dka dominantn\u00ed a druh\u00e1 je nab\u00fdvatelem vyr\u00e1b\u011bj\u00edc\u00edm produkt. V obou p\u0159\u00edpadech je c\u00edlem p\u0159enos emo\u010dn\u00ed hodnoty z jedn\u00e9 zna\u010dky na druhou.<\/p>\n

\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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RTR Sports Marketing<\/h2>\n

Od roku 1995 je RTR Sports<\/strong> p\u0159edn\u00ed agenturou sportovn\u00edho marketingu specializuj\u00edc\u00ed se na licencov\u00e1n\u00ed sportovn\u00edch zna\u010dek<\/strong><\/a> a sponzoring v motorsportu. Napi\u0161te n\u00e1m na info@rtrsports.com a zjist\u011bte, co by licen\u010dn\u00ed program mohl znamenat pro va\u0161i zna\u010dku.<\/p>\n","protected":false},"excerpt":{"rendered":"

Existuje mnoho p\u0159\u00edklad\u016f toho, jak sportovn\u00ed licence dok\u00e1zaly b\u011b\u017en\u00e9 produkty povznav\u00e9st a prom\u011bnit je v n\u011bco skute\u010dn\u011b v\u00fdj\u0131me\u010dn\u00e9ho. Sport, jeho hodnoty, t\u00fdmy, d\u011bdictv\u00ed a obrazy p\u0159edstavuj\u00ed ide\u00e1ln\u00edho partnera pro p\u0159id\u00e1n\u00ed toho extra n\u011b\u010dho, kter\u00e9 m\u016f\u017ee ud\u011blat rozd\u00edl. A to plat\u00ed nejen pro sportovn\u00ed organizace v u\u017e\u0161\u00edm slova smyslu, ale tak\u00e9 pro nejd\u016fle\u017cit\u011bj\u0161\u00ed zna\u010dky v motorsportu […]<\/p>\n","protected":false},"author":14,"featured_media":190141,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[22211,20239,20229],"tags":[],"class_list":["post-298653","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-licence-cs","category-motorove-zavody","category-sportovni-sponzoring"],"acf":[],"contentshake_article_id":"","yoast_head":"\nLicencov\u00e1n\u00ed Sportovn\u00edch Produkt\u016f: Jak Sport Prom\u011bn\u00ed \u201eDob\u0159\u00e9\u201c ve \u201eWow\u201c<\/title>\n<meta name=\"description\" content=\"Zjist\u011bte, jak sportovn\u00ed licence prom\u011b\u0148uj\u00ed b\u011b\u017en\u00e9 produkty v objekty tou\u017eby. Ferrari, McLaren, Lamborghini: skute\u010dn\u00e9 p\u0159\u00edklady p\u0159enosu emo\u010dn\u00ed hodnoty v motorsportu.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rtrsports.com\/cs\/blog\/great-product-licensing-sport-turned-good-wow\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Licencov\u00e1n\u00ed sportovn\u00edch produkt\u016f: jak sport prom\u011bn\u00ed \u201edob\u0159\u00e9\u201c ve \u201ewow\u201c\" \/>\n<meta property=\"og:description\" content=\"Zjist\u011bte, jak sportovn\u00ed licence prom\u011b\u0148uj\u00ed b\u011b\u017en\u00e9 produkty v objekty tou\u017eby. 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