{"id":299054,"date":"2025-07-21T12:43:00","date_gmt":"2025-07-21T10:43:00","guid":{"rendered":"https:\/\/rtrsports.com\/rust-sponzoringu-globalni-vydaje-geografie-a-budoucnost\/"},"modified":"2026-09-16T19:06:17","modified_gmt":"2026-09-16T17:06:17","slug":"rust-sponzoringu-globalni-vydaje-geografie-a-budoucnost","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/rust-sponzoringu-globalni-vydaje-geografie-a-budoucnost\/","title":{"rendered":"R\u016fst sponzoringu: glob\u00e1ln\u00ed v\u00fddaje, geografie a budoucnost"},"content":{"rendered":"

Ro\u010dn\u00ed v\u00fddaje na sponzoring<\/h2>\n

Glob\u00e1ln\u00ed v\u00fddaje na sportovn\u00ed sponzoring st\u00e1le rostou<\/strong>: celkov\u00e9 sv\u011btov\u00e9 v\u00fddaje v t\u00e9to oblasti dos\u00e1hly v roce 2018 v\u00fd\u0161e 65,8 miliardy dolar\u016f. Potvrzuj\u00ed to data z Forbes (shrnut\u00e1 statistick\u00fdm port\u00e1lem Statista<\/em>): odv\u011btv\u00ed je navzdory ekonomick\u00fdm obt\u00ed\u017e\u00edm v neust\u00e1l\u00e9m r\u016fstu. M\u00edra r\u016fstu dos\u00e1hla 52,7 % ve srovn\u00e1n\u00ed s rokem 2008, kdy v\u00fddaje na sponzoring \u010dinily 43,1 miliardy dolar\u016f.<\/p>\n

A\u010dkoliv jsou data o r\u016fstu za posledn\u00ed dek\u00e1du zaj\u00edmav\u00e1, pro odborn\u00edky z oboru bude je\u0161t\u011b cenn\u011bj\u0161\u00ed pozorovat trvalost tohoto r\u016fstu tempem p\u0159ibli\u017en\u011b 5 procentn\u00edch bod\u016f ro\u010dn\u011b. Toto \u010d\u00edslo sv\u011bd\u010d\u00ed o dobr\u00e9 kondici odv\u011btv\u00ed a \u00fa\u010dinnosti sportovn\u00edho marketingu jako obchodn\u00edho n\u00e1stroje.<\/p>\n

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Glob\u00e1ln\u00ed v\u00fddaje na sponzoring v letech 2007 a\u017e 2018. \u010c\u00edsla v miliard\u00e1ch dolar\u016f<\/figcaption><\/figure>\n

Sponzoring a geografie: kter\u00fd region utr\u00e1c\u00ed za sponzoring nejv\u00edce?<\/h2>\n

P\u0159es glob\u00e1ln\u00ed rozm\u011br je sv\u011bt sportovn\u00edho sponzoringu prim\u00e1rn\u011b ta\u017een Severn\u00ed Amerikou. Z ka\u017ed\u00e9ho dolaru vynalo\u017een\u00e9ho na sponzoring celosv\u011btov\u011b p\u0159ibli\u017en\u011b 37 cent\u016f poch\u00e1z\u00ed z americk\u00e9ho a kanadsk\u00e9ho trhu<\/strong>, kde kl\u00ed\u010dovou roli hraj\u00ed Spojen\u00e9 st\u00e1ty. V roce 2018 utratil severoamerick\u00fd kontinent na sponzoring 24,2 miliardy dolar\u016f \u2014 o 10 miliard v\u00edce ne\u017e Evropa, kter\u00e1 obsadila druh\u00e9 m\u00edsto v tomto po\u0159ad\u00ed, jak ukazuje n\u00e1sleduj\u00edc\u00ed graf.<\/p>\n

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V\u00fddaje na sponzoring v roce 2018, rozd\u011blen\u00e9 podle geografick\u00fdch oblast\u00ed<\/figcaption><\/figure>\n

V tomto okam\u017eiku je legitimn\u00ed pt\u00e1t se na p\u0159\u00ed\u010dinu tohoto geografick\u00e9ho rozlo\u017een\u00ed, kter\u00e9 vypad\u00e1 pom\u011brn\u011b nevyv\u00e1\u017een\u00e9 \u2014 zvl\u00e1\u0161t\u011b vezmeme-li v \u00favahu v\u00fddaje na sponzoring na hlavu a skute\u010dnost, \u017ee evropsk\u00fd<\/strong> kontinent m\u00e1 t\u00e9m\u011b\u0159 o 165 milion\u016f obyvatel v\u00edce ne\u017e Severn\u00ed Amerika, zat\u00edmco asijsk\u00e1<\/strong> populace je je\u0161t\u011b v\u011bt\u0161\u00ed. Odpov\u011b\u010f bude poskytnuta v n\u00e1sleduj\u00edc\u00ed \u010d\u00e1sti.<\/p>\n

Americk\u00fd sponzoring: pro\u010d USA a Kanada utr\u00e1cej\u00ed za sponzoring nejv\u00edce?<\/h2>\n

Je evidentn\u00ed, \u017ee pokud jde o sponzoring ve Spojen\u00fdch st\u00e1tech<\/strong> a Kanad\u011b<\/strong>, dominuj\u00ed USA. Jedn\u00edm z hlavn\u00edch d\u016fvod\u016f americk\u00e9 nadvl\u00e1dy je skute\u010dnost, \u017ee sportovn\u00ed marketing je v USA hluboce zako\u0159en\u011bnou discipl\u00ednou. A\u010dkoliv fenom\u00e9n sponzoringu nevznikl v USA, Ameri\u010dan\u00e9 jsou nepopirateln\u011b otci sportovn\u00edho marketingu.<\/p>\n

Dal\u0161\u00edm v\u00fdznamn\u00fdm aspektem je vnit\u0159n\u00ed konkurence mezi sportovn\u00edmi discipl\u00ednami, pom\u011brn\u011b intenzivn\u00ed v USA<\/strong> a slab\u0161\u00ed v Evrop\u011b, kontinentu ovl\u00e1dan\u00e9m t\u00e9m\u011b\u0159 v\u00fdhradn\u011b fotbalem. V USA byly MLB<\/strong>, NBA<\/strong>, NFL<\/strong> a NHL<\/strong> nuceny prorazit si cestu a pokro\u010dit v komunikaci i marketingu p\u0159ed t\u00edm, ne\u017e si dok\u00e1zaly z\u00edskat div\u00e1ky, kte\u0159\u00ed m\u011bli k dispozici \u010dty\u0159i t\u00e9m\u011b\u0159 rovnocenn\u00e9 mo\u017enosti. Dnes jsou NBA, NFL a MLB daleko p\u0159ed jakoukoli evropskou konkurenc\u00ed \u2014 s v\u00fdjimkou Premier League<\/strong> a Ligy mistr\u016f<\/strong>.<\/p>\n

T\u0159et\u00edm d\u016fvodem je fakt, \u017ee Severn\u00ed Amerika dok\u00e1zala vytvo\u0159it sportovn\u00ed \u201ezna\u010dky“ s obrovskou hodnotou \u2014 zejm\u00e9na pokud jde o ligov\u00e9 sout\u011b\u017ee, akce a sportovn\u00ed s\u00e9rie. Sta\u010d\u00ed se pod\u00edvat na \u017eeb\u0159\u00ed\u010dek nejhodnotn\u011bj\u0161\u00edch zna\u010dek sportovn\u00edch akc\u00ed na sv\u011bt\u011b<\/strong> a situace je okam\u017eit\u011b jasn\u00e1.<\/p>\n

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Hodnota sportovn\u00edch akc\u00ed (v milionech dolar\u016f) ke konci roku 2017<\/figcaption><\/figure>\n

Rychl\u00fd pohled na v\u00fd\u0161e uveden\u00fd graf (zdroj: Forbes) okam\u017eit\u011b objasn\u00ed \u201ehodnotu“ n\u011bkter\u00fdch nejd\u016fle\u017eit\u011bj\u0161\u00edch sportovn\u00edch akc\u00ed na sv\u011bt\u011b. Z hlediska zna\u010dky je Super Bowl p\u0159ibli\u017en\u011b tak cenn\u00fd jako Mistrovstv\u00ed sv\u011bta ve fotbale<\/strong> a Olympijsk\u00e9 hry<\/strong> dohromady. Hodnota zna\u010dky nem\u00e1 nic spole\u010dn\u00e9ho s po\u010dtem div\u00e1k\u016f ani s dosa\u017een\u00fdmi p\u0159\u00edjmy \u2014 jde v\u00fdhradn\u011b o ukazatel marketingov\u00e9ho potenci\u00e1lu dan\u00e9 akce.<\/p>\n

Pohled do budoucnosti: sponzoring v e-sportu<\/h2>\n

Jedn\u00edm z nejzaj\u00edmav\u011bj\u0161\u00edch budouc\u00edch sc\u00e9n\u00e1\u0159\u016f pro odborn\u00edky na sportovn\u00ed marketing jsou e-hry, zejm\u00e9na profesion\u00e1ln\u00ed ligy a \u0161ampion\u00e1ty v oblasti videoher. E-sport<\/strong> bezpochyby radik\u00e1ln\u011b m\u011bn\u00ed perspektivy sportovn\u00edho marketingu. Internet umo\u017enil stovk\u00e1m milion\u016f hr\u00e1\u010d\u016f sout\u011b\u017eit bez nutnosti fyzick\u00e9 bl\u00edzkosti; po\u010det videohern\u00edch titul\u016f explodoval a stejn\u011b tak p\u0159\u00edstup k pot\u0159ebn\u00fdm hern\u00edm technologi\u00edm.<\/p>\n

Sponzoring nenechal na sebe dlouho \u010dekat \u2014 p\u0159ilnul k n\u011b\u010demu, co dalece p\u0159esahuje pouh\u00fd trend. Nejprve v\u00fdrobci hardwaru a p\u0159\u00edslu\u0161enstv\u00ed, pot\u00e9 energetick\u00e9 n\u00e1poje a oble\u010den\u00ed: r\u016fst sportovn\u00edho sponzoringu v e-sportu za\u017e\u00edv\u00e1 pozoruhodnou eskalaci.<\/p>\n

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Sportovn\u00ed sponzoring v e-sportu (v milionech dolar\u016f)<\/figcaption><\/figure>\n

Z p\u0159ibli\u017en\u011b 230 milion\u016f dolar\u016f investovan\u00fdch p\u0159ed n\u011bkolika lety se objem v\u00edce ne\u017e zdvojn\u00e1sobil a v\u00fdrazn\u011b p\u0159es\u00e1hl hranici 500 milion\u016f. E-sport je krokem kup\u0159edu oproti tradi\u010dn\u00edm discipl\u00edn\u00e1m, ale z\u00e1klady a \u00fa\u010dinnost sponzoringu z\u016fst\u00e1vaj\u00ed stejn\u00e9 \u2014 a to otev\u00edr\u00e1 nov\u00e9 mo\u017enosti pro odborn\u00edky na sportovn\u00ed marketing.<\/p>\n

Internacionalizace: kl\u00ed\u010d k \u00fasp\u011bchu v sportovn\u00edm marketingu<\/h2>\n

P\u0159i pohledu na budouc\u00ed horizonty t\u00e9to discipl\u00edny nelze nezm\u00ednit kl\u00ed\u010dovou roli internacionalizace v modern\u00edm sc\u00e9n\u00e1\u0159i sportu a sportovn\u00edho sponzoringu. Explozi trhu medi\u00e1ln\u00edch pr\u00e1v, t\u00e9m\u011b\u0159 \u00fapln\u00e1 dostupnost obsahu a nadsportovn\u00ed expanze sportovn\u00edho obsahu vy\u017eaduj\u00ed od v\u0161ech sportovn\u00edch profesion\u00e1l\u016f p\u0159ijet\u00ed logiky \u201emyslet glob\u00e1ln\u011b“.<\/p>\n

Schopnost oslovit fanou\u0161ky i spot\u0159ebitele v ka\u017ed\u00e9m n\u00e1rod\u011b, jazyce a kultu\u0159e nen\u00ed jen nutnost\u00ed<\/em> pro sport \u2014 je to prav\u00e1 v\u00fdzva sou\u010dasnosti. \u0160ampion\u00e1ty, kter\u00e9 ze sv\u00e9 podstaty cestuj\u00ed po r\u016fzn\u00fdch zem\u00edch sv\u011bta \u2014 jako MotoGP a p\u0159edn\u00ed motocyklov\u00e9 s\u00e9rie<\/strong><\/a> \u2014 maj\u00ed pro sebe i pro sponzoruj\u00edc\u00ed firmy d\u016fle\u017eitou kartu v ruce. Jsou skute\u010dn\u00fdmi marketingov\u00fdmi platformami na cest\u00e1ch, schopn\u00fdmi oslovit obrovsk\u00e9 publikum prost\u0159ednictv\u00edm televizn\u00edch p\u0159enos\u016f, ale zejm\u00e9na p\u0159\u00edm\u00fdm zapojen\u00edm lid\u00ed na okruz\u00edch a ve fanz\u00f3n\u00e1ch po cel\u00e9m sv\u011bt\u011b.<\/p>\n

Nej\u010dast\u011bj\u0161\u00ed ot\u00e1zky o r\u016fstu sportovn\u00edho sponzoringu<\/h2>\n
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Frequently Asked Questions<\/b><\/h2>\r\n \r\n
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\r\n Jak\u00e1 jsou glob\u00e1ln\u00ed v\u00fddaje na sportovn\u00ed sponzoring?<\/b>\r\n <\/h3>\r\n\r\n
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Podle dat Forbes\/Statista dos\u00e1hly glob\u00e1ln\u00ed v\u00fddaje na sportovn\u00ed sponzoring v roce 2018 v\u00fd\u0161e 65,8 miliardy dolar\u016f, s m\u00edrou r\u016fstu 52,7 % oproti roku 2008. Odv\u011btv\u00ed si udr\u017euje stabiln\u00ed r\u016fst p\u0159ibli\u017en\u011b 5 procentn\u00edch bod\u016f ro\u010dn\u011b, co\u017e dokl\u00e1d\u00e1 struktur\u00e1ln\u00ed s\u00edlu sportovn\u00edho marketingu jako komer\u010dn\u00edho n\u00e1stroje.<\/p>\n

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\r\n Kter\u00fd geografick\u00fd region utr\u00e1c\u00ed za sportovn\u00ed sponzoring nejv\u00edce?<\/b>\r\n <\/h3>\r\n\r\n
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Severn\u00ed Amerika je vedouc\u00edm regionem ve sv\u011bt\u011b sportovn\u00edho sponzoringu: p\u0159ibli\u017en\u011b 37 % sv\u011btov\u00fdch v\u00fddaj\u016f poch\u00e1z\u00ed z americk\u00e9ho a kanadsk\u00e9ho trhu. V roce 2018 utratil severoamerick\u00fd kontinent 24,2 miliardy dolar\u016f \u2014 p\u0159ibli\u017en\u011b o 10 miliard v\u00edce ne\u017e Evropa na druh\u00e9m m\u00edst\u011b. Hlavn\u00edmi d\u016fvody jsou historick\u00e9 zakotven\u00ed sportovn\u00edho marketingu v USA a siln\u00e1 konkurence mezi americk\u00fdmi profesion\u00e1ln\u00edmi ligami.<\/p>\n

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\r\n Pro\u010d USA utr\u00e1cej\u00ed tolik za sportovn\u00ed sponzoring?<\/b>\r\n <\/h3>\r\n\r\n
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Americk\u00e1 nadvl\u00e1da v sportovn\u00edm sponzoringu se vysv\u011btluje t\u0159emi hlavn\u00edmi faktory: sportovn\u00ed marketing je historicky v USA hluboce zako\u0159en\u011bnou discipl\u00ednou; intenzivn\u00ed vnit\u0159n\u00ed konkurence mezi MLB, NBA, NFL a NHL p\u0159im\u011bla ka\u017edou ligu rozv\u00edjet sofistikovan\u00e9 marketingov\u00e9 modely; Severn\u00ed Amerika dok\u00e1zala budovat sportovn\u00ed zna\u010dky s velmi vysokou samostatnou hodnotou, jak dokl\u00e1d\u00e1 hodnota Super Bowlu jako zna\u010dky.<\/p>\n

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\r\n Jak roste sponzoring v e-sportu?<\/b>\r\n <\/h3>\r\n\r\n
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Sponzoring v e-sportu zaznamenal explozivn\u00ed r\u016fst: z p\u0159ibli\u017en\u011b 230 milion\u016f dolar\u016f p\u0159ed n\u011bkolika lety na v\u00fdrazn\u011b p\u0159es 500 milion\u016f. Odv\u011btv\u00ed nejprve p\u0159il\u00e1k\u00e1 v\u00fdrobce hardwaru a p\u0159\u00edslu\u0161enstv\u00ed, pot\u00e9 energetick\u00e9 n\u00e1poje, oble\u010den\u00ed a zna\u010dky rychloobr\u00e1tov\u00e9ho zbo\u017e\u00ed. Z\u00e1kladn\u00ed mechanismus sponzoringu z\u016fst\u00e1v\u00e1 identick\u00fd s tradi\u010dn\u00edm, co\u017e otev\u00edr\u00e1 konkr\u00e9tn\u00ed p\u0159\u00edle\u017eitosti pro odborn\u00edky na sportovn\u00ed marketing.<\/p>\n

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\r\n Jak\u00e1 je role internacionalizace v sportovn\u00edm sponzoringu?<\/b>\r\n <\/h3>\r\n\r\n
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Internacionalizace je jedn\u00edm z nejv\u00fdznamn\u011bj\u0161\u00edch trend\u016f v modern\u00edm sportovn\u00edm marketingu. Sportovn\u00ed vlastnosti cestuj\u00edc\u00ed do r\u016fzn\u00fdch zem\u00ed \u2014 jako MotoGP, Formule 1 nebo Liga mistr\u016f \u2014 jsou glob\u00e1ln\u00edmi marketingov\u00fdmi platformami schopn\u00fdmi oslovit obrovsk\u00e1 publika prost\u0159ednictv\u00edm televize, digit\u00e1ln\u00edch platforem a p\u0159\u00edm\u00e9ho zapojen\u00ed na okruz\u00edch a ve fanz\u00f3n\u00e1ch. Pro sponzoruj\u00edc\u00ed firmy to znamen\u00e1 viditelnost na v\u00edce trz\u00edch a mo\u017enost budovat hodnotu zna\u010dky v n\u011bkolika zem\u00edch jedin\u00fdm ujedn\u00e1n\u00edm.<\/p>\n

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Ro\u010dn\u00ed v\u00fddaje na sponzoring Glob\u00e1ln\u00ed v\u00fddaje na sportovn\u00ed sponzoring st\u00e1le rostou: celkov\u00e9 sv\u011btov\u00e9 v\u00fddaje v t\u00e9to oblasti dos\u00e1hly v roce 2018 v\u00fd\u0161e 65,8 miliardy dolar\u016f. Potvrzuj\u00ed to data z Forbes (shrnut\u00e1 statistick\u00fdm port\u00e1lem Statista): odv\u011btv\u00ed je navzdory ekonomick\u00fdm obt\u00ed\u017e\u00edm v neust\u00e1l\u00e9m r\u016fstu. M\u00edra r\u016fstu dos\u00e1hla 52,7 % ve srovn\u00e1n\u00ed s rokem 2008, kdy v\u00fddaje na […]<\/p>\n","protected":false},"author":14,"featured_media":190254,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20230,20229],"tags":[],"class_list":["post-299054","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing","category-sportovni-sponzoring"],"acf":[],"contentshake_article_id":"","yoast_head":"\nR\u016fst sportovn\u00edho sponzoringu: glob\u00e1ln\u00ed v\u00fddaje, geografie a budoucnost - RTR Sports<\/title>\n<meta name=\"description\" content=\"Glob\u00e1ln\u00ed v\u00fddaje na sportovn\u00ed sponzoring dos\u00e1hly v roce 2018 v\u00fd\u0161e 65,8 miliardy dolar\u016f. 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