{"id":298852,"date":"2019-04-15T08:05:14","date_gmt":"2019-04-15T06:05:14","guid":{"rendered":"https:\/\/rtrsports.com\/je-sport-ktery-hodlate-sponzorovat-v-dobrem-zdravotnim-stavu-zde-je-jednoduchy-zpusob-jak-to-zjistit\/"},"modified":"2026-09-18T09:33:10","modified_gmt":"2026-09-18T07:33:10","slug":"je-sport-ktery-hodlate-sponzorovat-v-dobrem-zdravotnim-stavu-zde-je-jednoduchy-zpusob-jak-to-zjistit","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/sponsor-good-health\/","title":{"rendered":"Je sport, kter\u00fd sponzorujete, v dobr\u00e9 kondici?"},"content":{"rendered":"<h2>Pro\u010d je zdrav\u00ed sportu prvn\u00edm parametrem, kter\u00fd je t\u0159eba vyhodnotit p\u0159ed jeho sponzorov\u00e1n\u00edm<\/h2>\n<p>N\u00e1zev tohoto \u010dl\u00e1nku m\u016f\u017ee zn\u00edt trochu provokativn\u011b, ale v\u016fbec tak nen\u00ed. Motivace za rozhodnut\u00edm sponzorovat konkr\u00e9tn\u00ed sport mohou b\u00fdt r\u016fznorod\u00e9 a ne v\u017edy racion\u00e1ln\u00ed: marketingov\u00ed mana\u017ee\u0159i mohou b\u00fdt v\u00e1\u0161niv\u00fdmi fanou\u0161ky dan\u00e9 discipl\u00edny a vybrat ji bez ohledu na data, \u0159\u00eddit se impulzem okam\u017eiku nebo osobn\u00edmi preferencemi gener\u00e1ln\u00edho \u0159editele, nebo b\u00fdt p\u0159itahov\u00e1ni my\u0161lenkou spojit svou zna\u010dku se sportovn\u00edmi hodnotami bez d\u016fkladn\u00e9 anal\u00fdzy potenci\u00e1ln\u00edho n\u00e1vratnosti investice.<\/p>\n<p>\u017d\u00e1dn\u00e1 z t\u011bchto motivac\u00ed nen\u00ed nutn\u011b \u0161patn\u00e1 v absolutn\u00edm smyslu. P\u0159ed podpisem smlouvy o <a href=\"https:\/\/rtrsports.com\/cs\/sponzoring-motogp\/\"><strong>sportovn\u00edm sponzorstv\u00ed<\/strong><\/a> v\u0161ak existuje z\u00e1sadn\u00ed krok, kter\u00fd je \u010dasto podce\u0148ov\u00e1n: ov\u011b\u0159en\u00ed, zda je dan\u00fd sport skute\u010dn\u011b v dobr\u00e9 kondici. Upadaj\u00edc\u00ed \u0161ampion\u00e1t s klesaj\u00edc\u00edm publikem a prchaj\u00edc\u00edmi sponzory z\u0159\u00eddkakdy p\u0159edstavuje strategicky solidn\u00ed volbu, jakkoli emocion\u00e1ln\u011b p\u0159esv\u011bd\u010div\u00fd m\u016f\u017ee b\u00fdt.<\/p>\n<h2>Vit\u00e1ln\u00ed znaky sportu: jak m\u011b\u0159it zdrav\u00ed discipl\u00edny<\/h2>\n<p>Stejn\u011b jako l\u00e9ka\u0159 hodnot\u00ed zdrav\u00ed pacienta prost\u0159ednictv\u00edm objektivn\u00edch parametr\u016f, ka\u017ed\u00fd, kdo mus\u00ed rozhodnout, zda sponzorovat sport, by m\u011bl analyzovat \u0159adu p\u0159esn\u00fdch ukazatel\u016f:<\/p>\n<ul>\n<li><strong>Televizn\u00ed a streamingov\u00e1 sledovanost<\/strong>: roste po\u010det div\u00e1k\u016f, je stabiln\u00ed nebo kles\u00e1? Jak\u00fd je trend za posledn\u00ed t\u0159i roky?<\/li>\n<li><strong>P\u0159\u00edtomnost na soci\u00e1ln\u00edch s\u00edt\u00edch<\/strong>: zapojen\u00ed na ofici\u00e1ln\u00edch str\u00e1nk\u00e1ch \u0161ampion\u00e1tu, t\u00fdm\u016f a jezdc\u016f\/sportovc\u016f je p\u0159\u00edm\u00fdm sign\u00e1lem z\u00e1jmu ve\u0159ejnosti, zejm\u00e9na ve v\u011bkov\u00e9 skupin\u011b 18-35 let.<\/li>\n<li><strong>N\u00e1v\u0161t\u011bvnost \u017eiv\u00fdch akc\u00ed<\/strong>: pln\u00ed se stadiony a okruhy? Pln\u00e1 ar\u00e9na m\u00e1 v\u011bt\u0161\u00ed hodnotu ne\u017e tis\u00edc reklam.<\/li>\n<li><strong>Po\u010det a kvalita aktivn\u00edch sponzor\u016f<\/strong>: pokud p\u0159edn\u00ed zna\u010dky investuj\u00ed do sportu a obnovuj\u00ed smlouvy, je to znak d\u016fv\u011bry.<\/li>\n<li><strong>Medi\u00e1ln\u00ed pokryt\u00ed a organick\u00e9 zm\u00ednky<\/strong>: kolik zpr\u00e1v tento \u0161ampion\u00e1t spont\u00e1nn\u011b generuje? V\u011bnuje mu pozornost mainstreamov\u00fd tisk?<\/li>\n<li><strong>Kalend\u00e1\u0159 akc\u00ed<\/strong>: sport prob\u00edhaj\u00edc\u00ed v mnoha zem\u00edch na v\u00edce kontinentech nab\u00edz\u00ed diverzifikovanou geografickou expozici a v\u00edce p\u0159\u00edle\u017eitost\u00ed k m\u00edstn\u00ed aktivaci.<\/li>\n<\/ul>\n<h2>MotoGP jako p\u0159\u00edpadov\u00e1 studie: sport v vynikaj\u00edc\u00ed kondici<\/h2>\n<p>Vezm\u011bme si MotoGP jako konkr\u00e9tn\u00ed p\u0159\u00edklad discipl\u00edny, kter\u00e1 tyto parametry skv\u011ble spl\u0148uje. S v\u00edce ne\u017e 600 miliony fanou\u0161k\u016f na cel\u00e9m sv\u011bt\u011b, kalend\u00e1\u0159em 22 GP na 4 kontinentech, pokryt\u00edm ve 207 zem\u00edch a kumulovanou televizn\u00ed sledovanost\u00ed p\u0159es 900 milion\u016f div\u00e1k\u016f za sez\u00f3nu je Mistrovstv\u00ed sv\u011bta MotoGP jednou z nejsol\u00eddn\u011bj\u0161\u00edch sponzorsk\u00fdch platforem dostupn\u00fdch na trhu.<\/p>\n<p>V\u0161echny kl\u00ed\u010dov\u00e9 ukazatele jsou pozitivn\u00ed: r\u016fst sledovanosti je konzistentn\u00ed, do kalend\u00e1\u0159e byly p\u0159id\u00e1ny nov\u00e9 trhy jako Indie a Kazachst\u00e1n, a paddock ka\u017edoro\u010dn\u011b p\u0159itahuje nov\u00e9 p\u0159edn\u00ed mezin\u00e1rodn\u00ed sponzory. Pro zna\u010dku zva\u017euj\u00edc\u00ed <a href=\"https:\/\/rtrsports.com\/cs\/sponzoring-motogp\/\"><strong>sponzorstv\u00ed MotoGP<\/strong><\/a> jsou z\u00e1klady jasn\u00e9: jde o struktur\u00e1ln\u011b zdrav\u00fd sport.<\/p>\n<h2>Riziko sponzorov\u00e1n\u00ed sportu v \u00fapadku<\/h2>\n<p>Naopak sponzorov\u00e1n\u00ed sportu v \u00fapadku s sebou nese re\u00e1ln\u00e1 a \u010dasto podce\u0148ovan\u00e1 rizika. Spojen\u00ed zna\u010dky s discipl\u00ednou, kter\u00e1 ztr\u00e1c\u00ed medi\u00e1ln\u00ed relevanci, m\u016f\u017ee prom\u00edtat obraz zaostalosti. Je\u0161t\u011b hor\u0161\u00ed je, pokud \u0161ampion\u00e1t omezuje z\u00e1vody, ru\u0161\u00ed akce nebo ztr\u00e1c\u00ed televizn\u00ed pokryt\u00ed: investice pak bez varov\u00e1n\u00ed ztr\u00e1c\u00ed viditelnost.<\/p>\n<p>To neznamen\u00e1, \u017ee sponzorstv\u00ed si zaslou\u017e\u00ed pouze &#8222;velk\u00e9&#8220; sporty. Ni\u0161ov\u00e9 sporty s v\u011brn\u00fdmi div\u00e1ky a specifick\u00fdmi demografick\u00fdmi profily mohou b\u00fdt vynikaj\u00edc\u00ed volbou, pokud jde o rostouc\u00ed nebo konsoliduj\u00edc\u00ed se v\u00fdklenky, nikoli o eroduj\u00edc\u00ed.<\/p>\n<h2>Nej\u010dast\u011bj\u0161\u00ed dotazy ohledn\u011b hodnocen\u00ed zdrav\u00ed sportu p\u0159ed sponzorstv\u00edm<\/h2>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>Frequently Asked Questions<\/b><\/h2>\r\n        \r\n        <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Jak posoudit, zda je sport vhodn\u00fd pro sponzorstv\u00ed?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <\/p>\n<p>Hlavn\u00ed parametry jsou: trendy televizn\u00ed a streamingov\u00e9 sledovanosti, zapojen\u00ed na soci\u00e1ln\u00edch s\u00edt\u00edch, n\u00e1v\u0161t\u011bvnost \u017eiv\u00fdch akc\u00ed, po\u010det aktivn\u00edch sponzor\u016f a jejich kvalita, organick\u00e9 medi\u00e1ln\u00ed pokryt\u00ed a rozsah mezin\u00e1rodn\u00edho kalend\u00e1\u0159e. <a href=\"https:\/\/rtrsports.com\/cs\/sponzoring-motogp\/\">RTR Sports Marketing<\/a> pom\u00e1h\u00e1 zna\u010dk\u00e1m prov\u00e9st tuto anal\u00fdzu p\u0159ed jak\u00fdmkoli smluvn\u00edm z\u00e1vazkem.<\/p>\n<p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Je riskantn\u00ed sponzorovat ni\u0161ov\u00fd sport?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <\/p>\n<p>Nemus\u00ed to b\u00fdt nutn\u011b riskantn\u00ed. Ni\u0161ov\u00fd sport s v\u011brn\u00fdm, v\u00e1\u0161niv\u00fdm publikem, kter\u00e9 je demograficky konzistentn\u00ed s c\u00edlov\u00fdm segmentem zna\u010dky, m\u016f\u017ee nab\u00eddnout vy\u0161\u0161\u00ed n\u00e1vratnost investice ne\u017e mainstreamov\u00e9 sporty s rozpt\u00fdlen\u00fdm publikem. Riziko nast\u00e1v\u00e1, kdy\u017e se nika zmen\u0161uje: klesaj\u00edc\u00ed publikum, men\u0161\u00ed medi\u00e1ln\u00ed pokryt\u00ed, odch\u00e1zej\u00edc\u00ed sponzo\u0159i.<\/p>\n<p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Co se stane, kdy\u017e sponzoruji sport, kter\u00fd se pot\u00e9 dostane do krize?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <\/p>\n<p>D\u016fsledky z\u00e1visej\u00ed na smluvn\u00edch podm\u00ednk\u00e1ch. Obecn\u011b smlouvy o sportovn\u00edm sponzorstv\u00ed obsahuj\u00ed v\u00fdstupn\u00ed dolo\u017eky v\u00e1zan\u00e9 na konkr\u00e9tn\u00ed ud\u00e1losti. Je z\u00e1sadn\u00ed m\u00edt podporu zku\u0161en\u00fdch poradc\u016f p\u0159i sjedn\u00e1v\u00e1n\u00ed smlouvy. <a href=\"https:\/\/rtrsports.com\/cs\/sponzoring-motogp\/\">Kontaktujte RTR Sports Marketing<\/a> pro strukturovan\u00e9 poradenstv\u00ed.<\/p>\n<p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Je MotoGP zdrav\u00fd sport pro sponzorstv\u00ed?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <\/p>\n<p>Ano, s objektivn\u00edmi daty jako dokladem: v\u00edce ne\u017e 600 milion\u016f fanou\u0161k\u016f, 22 GP ve 207 zem\u00edch, konzistentn\u00ed r\u016fst sledovanosti v Asii, siln\u00e1 p\u0159\u00edtomnost na soci\u00e1ln\u00edch s\u00edt\u00edch s des\u00edtkami milion\u016f sleduj\u00edc\u00edch a paddock p\u0159itahuj\u00edc\u00ed ka\u017edoro\u010dn\u011b nov\u00e9 p\u0159edn\u00ed sponzory. MotoGP je jednou z motorsportov\u00fdch discipl\u00edn s nejlep\u0161\u00ed rovnov\u00e1hou mezi n\u00e1klady na investici a kvalitou expozice.<\/p>\n<p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Jak moc ovliv\u0148uje sez\u00f3nnost hodnocen\u00ed zdrav\u00ed sportu?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <\/p>\n<p>Sez\u00f3nnost m\u016f\u017ee zesilovat pozitivn\u00ed nebo negativn\u00ed data: sport s n\u011bkolika akcemi soust\u0159ed\u011bn\u00fdmi do n\u011bkolika m\u011bs\u00edc\u016f nab\u00edz\u00ed intenzivn\u00ed, ale p\u0159eru\u0161ovan\u00e9 vrcholy viditelnosti. Naopak \u0161ampion\u00e1t s kalend\u00e1\u0159em rozlo\u017een\u00fdm na mnoho m\u011bs\u00edc\u016f \u2014 jako MotoGP, kter\u00e1 se kon\u00e1 od b\u0159ezna do listopadu \u2014 zaru\u010duje konzistentn\u00ed expozici po celou sez\u00f3nu.<\/p>\n<p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n\r\n    <\/div>\r\n    \n","protected":false},"excerpt":{"rendered":"<p>Pro\u010d je zdrav\u00ed sportu prvn\u00edm parametrem, kter\u00fd je t\u0159eba vyhodnotit p\u0159ed jeho sponzorov\u00e1n\u00edm N\u00e1zev tohoto \u010dl\u00e1nku m\u016f\u017ee zn\u00edt trochu provokativn\u011b, ale v\u016fbec tak nen\u00ed. Motivace za rozhodnut\u00edm sponzorovat konkr\u00e9tn\u00ed sport mohou b\u00fdt r\u016fznorod\u00e9 a ne v\u017edy racion\u00e1ln\u00ed: marketingov\u00ed mana\u017ee\u0159i mohou b\u00fdt v\u00e1\u0161niv\u00fdmi fanou\u0161ky dan\u00e9 discipl\u00edny a vybrat ji bez ohledu na data, \u0159\u00eddit se impulzem [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":157733,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20121],"tags":[],"class_list":["post-298852","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sport-sponsorship-2"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Je sport, kter\u00fd sponzorujete, v dobr\u00e9 kondici? | RTR Sports<\/title>\n<meta name=\"description\" content=\"P\u0159ed podpisem smlouvy o sponzorstv\u00ed ov\u011b\u0159te zdrav\u00ed sportu: sledovanost, aktivn\u00ed sponzo\u0159i, medi\u00e1ln\u00ed pokryt\u00ed. 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