{"id":300362,"date":"2025-07-31T11:46:55","date_gmt":"2025-07-31T09:46:55","guid":{"rendered":"https:\/\/rtrsports.com\/sportoviste-a-sponzoring-prava-na-pojmenovani-a-dalsi\/"},"modified":"2025-07-31T11:46:55","modified_gmt":"2025-07-31T09:46:55","slug":"sportoviste-a-sponzoring-prava-na-pojmenovani-a-dalsi","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/sportovni-komplexy-a-sponzorska-prava-na-jmeno-a-dalsi\/","title":{"rendered":"Sportovi\u0161t\u011b a sponzoring. Pr\u00e1va na pojmenov\u00e1n\u00ed a dal\u0161\u00ed"},"content":{"rendered":"

Mezi nejzaj\u00edmav\u011bj\u0161\u00ed p\u0159\u00edle\u017eitosti sportovn\u00edho marketingu<\/a> pat\u0159\u00ed rostouc\u00ed z\u00e1jem o v\u0161echny aktivity spojen\u00e9 se sportovn\u00edmi za\u0159\u00edzen\u00edmi a komplexy, tj. stadiony, okruhy, sportovn\u00edmi halami a v\u0161emi typy kryt\u00fdch i venkovn\u00edch za\u0159\u00edzen\u00ed, kde se konaj\u00ed z\u00e1vody, z\u00e1pasy, utk\u00e1n\u00ed, sout\u011b\u017ee a p\u0159edstaven\u00ed. P\u0159esto\u017ee jsou tyto formy sponzoringu a sportovn\u00edho marketingu v n\u011bkter\u00fdch ohledech m\u00e9n\u011b „ok\u00e1zal\u00e9“, a tedy i m\u00e9n\u011b zn\u00e1m\u00e9 ve\u0159ejnosti, jsou ve skute\u010dnosti mimo\u0159\u00e1dn\u011b \u00fa\u010dinn\u00e9 jak z hlediska B2B, tak B2C. Naming rights, tj. pr\u00e1vo spole\u010dnosti d\u00e1t sv\u00e9 jm\u00e9no stadionu nebo ar\u00e9n\u011b, a to nen\u00ed v\u0161e: existuje obrovsk\u00e9 mno\u017estv\u00ed p\u0159\u00edle\u017eitost\u00ed spojen\u00fdch s budovami a za\u0159\u00edzen\u00edmi, kter\u00e9 inscenuj\u00ed v\u00fdkony na\u0161ich hrdin\u016f. <\/strong><\/p>\n

Pr\u00e1va na pojmenov\u00e1n\u00ed<\/strong><\/h2>\n

Kdy\u017e mluv\u00edme o sportovn\u00edm marketingu<\/strong><\/a> a budov\u00e1ch, prvn\u00ed v\u011bc, kter\u00e1 n\u00e1s napadne, jsou pr\u00e1va na pojmenov\u00e1n\u00ed<\/strong>, a to z dobr\u00e9ho d\u016fvodu. Nejpresti\u017en\u011bj\u0161\u00ed sv\u011btov\u00e9 stadiony, ar\u00e9ny a sportovn\u00ed haly mohou t\u011b\u017eit z dlouhodob\u00fdch partnerstv\u00ed se spole\u010dnostmi z nejr\u016fzn\u011bj\u0161\u00edch odv\u011btv\u00ed, kter\u00e9 si odkoup\u00ed ve\u0161ker\u00e1 pr\u00e1va na p\u0159ejmenov\u00e1n\u00ed objektu po sob\u011b. <\/p>\n

Pr\u00e1va na pojmenov\u00e1n\u00ed za\u010dala ve Spojen\u00fdch st\u00e1tech, stejn\u011b jako mnoho dal\u0161\u00edch sportovn\u00edch marketingov\u00fdch praktik, v 80. a 90. letech minul\u00e9ho stolet\u00ed. Majitel\u00e9 americk\u00fdch t\u00fdm\u016f NFL<\/strong>, NBL<\/strong>, MLB<\/strong> a NHL<\/strong> (a nyn\u00ed tak\u00e9 MLS) – kte\u0159\u00ed jsou \u010dasto tak\u00e9 majiteli are\u00e1l\u016f, v nich\u017e tyto t\u00fdmy hraj\u00ed – za\u010dali prod\u00e1vat velkom\u011bstsk\u00fdm podnik\u016fm pr\u00e1vo p\u0159ejmenovat za\u0159\u00edzen\u00ed, \u010d\u00edm\u017e v o\u010d\u00edch a u\u0161\u00edch fanou\u0161k\u016f vytvo\u0159ili nesmazateln\u00e9 asociace. Gillette Stadium t\u00fdmu New England Patriots<\/strong>, FTX<\/strong> ar\u00e9na Miami Heat<\/strong> a Barclays Center v Brooklynu <\/strong>jsou jen n\u011bkter\u00e9 zn\u00e1m\u00e9 p\u0159\u00edklady. Na za\u010d\u00e1tku tis\u00edcilet\u00ed se tato praxe roz\u0161\u00ed\u0159ila i do Evropy, kde star\u00e9 m\u011bstsk\u00e9 stadiony a sportovn\u00ed haly za\u010daly nahrazovat nov\u00e9 soukrom\u00e9 komplexy. Jmenujme jen jedny z nejv\u011bt\u0161\u00edch podnik\u016f v Evrop\u011b, Allianz Arenu <\/strong>a Allianz Stadion<\/strong>, kter\u00e9 vlastn\u00ed Bayern Mnichov, <\/strong>respektive Juventus<\/strong>. <\/p>\n

Pr\u00e1v\u011b pr\u00e1va na pojmenov\u00e1n\u00ed p\u0159itahuj\u00ed svou okam\u017eitou viditelnost\u00ed (pojmenov\u00e1n\u00ed komplexu po firm\u011b) nejv\u011bt\u0161\u00ed pozornost, proto\u017ee takov\u00fd \u00fa\u010dinn\u00fd zp\u016fsob t\u011b\u017eko p\u0159ehl\u00e9dne i ten nejroztr\u017eit\u011bj\u0161\u00ed n\u00e1v\u0161t\u011bvn\u00edk.<\/p>\n

Jak to ale funguje? Pr\u00e1va na pojmenov\u00e1n\u00ed ve zkratce <\/strong><\/h2>\n

Spole\u010dnosti spojuj\u00ed sv\u00e9 jm\u00e9no se jm\u00e9nem sportovn\u00edho are\u00e1lu a v pr\u016fb\u011bhu let se ochrann\u00e1 zn\u00e1mka a budova st\u00e1vaj\u00ed synonymem. Hodnoty sportu spojen\u00e9 s are\u00e1lem a emoce spojen\u00e9 s ud\u00e1lostmi se prol\u00ednaj\u00ed a vtisk\u00e1vaj\u00ed do ochrann\u00e9 zn\u00e1mky\/n\u00e1zvu budovy, kter\u00e1 se tak st\u00e1v\u00e1 referenc\u00ed v zem\u011bpisn\u00e9 oblasti i mimo ni. Jak se \u010dasto st\u00e1v\u00e1 p\u0159i efektivn\u00edm vyu\u017e\u00edv\u00e1n\u00ed sportovn\u00edho sponzoringu, vytvo\u0159en\u00e1 zn\u00e1most a dobr\u00fd pocit se pak prom\u00edtaj\u00ed do n\u00e1kupn\u00edch preferenc\u00ed a loajality u\u017eivatel\u016f a z\u00e1kazn\u00edk\u016f. <\/p>\n

Prost\u0159ednictv\u00edm pr\u00e1v na pojmenov\u00e1n\u00ed<\/strong> je spole\u010dnost spojena se sportovn\u00edm za\u0159\u00edzen\u00edm a prop\u016fj\u010d\u00ed mu sv\u00e9 jm\u00e9no, p\u0159i\u010dem\u017e uzav\u0159e smlouvu, kter\u00e1 trv\u00e1 minim\u00e1ln\u011b 8-10 let. V pr\u016fb\u011bhu \u010dasu tato transakce zp\u016fsob\u00ed, \u017ee je spole\u010dnost pln\u011b ztoto\u017en\u011bna s m\u00edstem ve m\u011bst\u011b nebo zemi, kde se konaj\u00ed akce, kter\u00e9 vyvol\u00e1vaj\u00ed velk\u00e9 vzru\u0161en\u00ed a emoce. <\/p>\n

P\u0159\u00edstup do t\u011bchto sportovn\u00edch katedr\u00e1l je pro ka\u017edou zna\u010dku mimo\u0159\u00e1dnou p\u0159\u00edle\u017eitost\u00ed. Krom\u011b mo\u017enosti exponenci\u00e1ln\u00edho n\u00e1r\u016fstu po\u010dtu zm\u00ednek o jej\u00edm jm\u00e9nu (ze strany fanou\u0161k\u016f, ale tak\u00e9 v tisku a soci\u00e1ln\u00edch m\u00e9di\u00edch), co\u017e v\u00fdrazn\u011b zlep\u0161uje pozici zna\u010dky, poskytuj\u00ed pr\u00e1va na pojmenov\u00e1n\u00ed i dal\u0161\u00ed vedlej\u0161\u00ed v\u00fdhody vypl\u00fdvaj\u00edc\u00ed ze sponzorsk\u00e9 smlouvy. <\/p>\n

Od poho\u0161t\u011bn\u00ed<\/strong> pro nejv\u011bt\u0161\u00ed z\u00e1kazn\u00edky a\u017e po propaga\u010dn\u00ed akce spojen\u00e9 se vstupenkami, zapojen\u00ed do budov\u00e1n\u00ed profilov\u00fdch datab\u00e1z\u00ed, vzorkov\u00e1n\u00ed nov\u00fdch produkt\u016f a mo\u017enost vyu\u017eit\u00ed prostor jako ob\u0159\u00edho potvrzen\u00ed stavebn\u00edch kapacit spole\u010dnosti. Spole\u010dnost tak v podstat\u011b z\u00edsk\u00e1v\u00e1 obrovsk\u00fd showroom interakce s ve\u0159ejnost\u00ed, kter\u00fd lze vyu\u017e\u00edt pro \u0161irokou \u0161k\u00e1lu komunika\u010dn\u00edch a marketingov\u00fdch aktivit. <\/p>\n

Pr\u00e1va na pojmenov\u00e1n\u00ed jsou jen \u0161pi\u010dkou ledovce: to, co nevid\u00edte, je stejn\u011b d\u016fle\u017eit\u00e9, ne-li d\u016fle\u017eit\u011bj\u0161\u00ed.<\/strong><\/h2>\n

Pravdou<\/strong> je, \u017ee ka\u017ed\u00e9 sportovn\u00ed za\u0159\u00edzen\u00ed je zaj\u00edmav\u00e9<\/strong>: od nejslavn\u011bj\u0161\u00edch stadion\u016f a\u017e po m\u00edstn\u00ed sportovn\u00ed haly, kde se konaj\u00ed fotbalov\u00e9 z\u00e1pasy mezi kamar\u00e1dy. V\u0161echny tyto prostory maj\u00ed vlastn\u011b spole\u010dn\u00e9ho jmenovatele – l\u00e1sku ke sportu, kter\u00fd se v nich hraje. A jak jsme se zde opakovan\u011b p\u0159esv\u011bd\u010dili, v\u00e1\u0161e\u0148 je velmi \u00fa\u010dinn\u00fdm hnac\u00edm motorem podnik\u00e1n\u00ed pro spole\u010dnosti v\u0161ech typ\u016f a odv\u011btv\u00ed. Spojen\u00ed s budovou, v n\u00ed\u017e se konaj\u00ed vzru\u0161uj\u00edc\u00ed sportovn\u00ed akce v\u0161ech \u00farovn\u00ed a discipl\u00edn, znamen\u00e1 z\u00edsk\u00e1n\u00ed marketingov\u00e9 platformy a – p\u0159edev\u0161\u00edm – p\u0159edm\u011btu komunikace. Je to jist\u011b zn\u00e1mka bl\u00edzkosti k fanou\u0161k\u016fm a hr\u00e1\u010d\u016fm, ale tak\u00e9 jasn\u00fd syst\u00e9m hodnot a demonstrace vazeb s komunitou. <\/p>\n

To samoz\u0159ejm\u011b plat\u00ed pro v\u0161echny sporty a v\u0161echny kategorie: od m\u011bstsk\u00fdch zimn\u00edch stadion\u016f p\u0159es velk\u00e9 tenisov\u00e9 are\u00e1ly, plaveck\u00e9 baz\u00e9ny a\u017e po z\u00e1vodn\u00ed dr\u00e1hy – jako je Red Bull Ring<\/strong>, kde se konaj\u00ed z\u00e1vody v MotoGP<\/strong><\/a> a Formule 1<\/strong>. A jak ji\u017e bylo zm\u00edn\u011bno, jde to daleko za hranice prost\u00e9ho vyu\u017e\u00edv\u00e1n\u00ed pr\u00e1v na pojmenov\u00e1n\u00ed. <\/p>\n

Pokud je skute\u010dn\u011b partnerem sportovn\u00edho stadionu pouze jeden subjekt, nic nebr\u00e1n\u00ed tomu, aby se do projektu zapojily dal\u0161\u00ed spole\u010dnosti nebo dodavatel\u00e9<\/a><\/strong>, a to od po\u010d\u00e1te\u010dn\u00ed f\u00e1ze v\u00fdstavby a\u017e po spr\u00e1vu.<\/p>\n

Ve f\u00e1zi v\u00fdstavby lze nap\u0159\u00edklad zv\u00fd\u0161it informovanost dodavatel\u016f stavebn\u00edch materi\u00e1l\u016f<\/strong>. Od cementu po barvy, od oken a dve\u0159\u00ed po obklady a dla\u017eby, od elektroinstalace po chemik\u00e1lie: v\u0161ichni v\u00fdrobci v tomto odv\u011btv\u00ed jsou potenci\u00e1ln\u00edmi partnery t\u00fdmu nebo organizace, kter\u00e1 komplex stav\u00ed. Podobn\u00e1 situace plat\u00ed i pro IT; rozvody, ant\u00e9ny, Wi-Fi syst\u00e9my a v\u0161e ostatn\u00ed, co je nutn\u00e9 pro provoz stadionu a pro to, aby si fanou\u0161ci mohli u\u017e\u00edt plnohodnotn\u00fd a uspokojiv\u00fd z\u00e1\u017eitek. <\/p>\n

V\u0161echny tyto spole\u010dnosti v\u00fdm\u011bnou za mo\u017en\u00e1 obzvl\u00e1\u0161t\u011b v\u00fdhodn\u00e9 podm\u00ednky dod\u00e1vek materi\u00e1lu z\u00edsk\u00e1vaj\u00ed viditelnost a mo\u017enost komunikace t\u00edm, \u017ee se stanou sponzorem t\u00fdmu<\/strong> a pou\u017eij\u00ed alternativn\u00ed formu platby za cel\u00fd barter nebo jeho \u010d\u00e1st.<\/p>\n

Pak n\u00e1sleduje f\u00e1ze spr\u00e1vy a je t\u0159eba zv\u00e1\u017eit v\u0161echny smlouvy o spr\u00e1v\u011b a \u00fadr\u017eb\u011b. Sportovn\u00ed za\u0159\u00edzen\u00ed m\u00e1 ka\u017edoro\u010dn\u011b velk\u00fd po\u010det n\u00e1v\u0161t\u011bvn\u00edk\u016f, co\u017e p\u0159edstavuje mimo\u0159\u00e1dn\u00e9 p\u0159\u00edle\u017eitosti pro cateringov\u00e9 spole\u010dnosti, ale tak\u00e9 pro firmy, kter\u00e9 prov\u00e1d\u011bj\u00ed \u00faklid a \u00fadr\u017ebu: k t\u011bmto velk\u00fdm p\u0159\u00edle\u017eitostem, jak generovat nov\u00e9 pen\u011b\u017en\u00ed toky nebo velk\u00e9 \u00faspory pro sportovn\u00ed t\u00fdm, se ne v\u017edy p\u0159istupuje strukturovan\u011b ji\u017e od po\u010d\u00e1tku. <\/p>\n

Pot\u0159eba strategick\u00e9ho p\u0159\u00edstupu<\/strong><\/h2>\n

Jak vypl\u00fdv\u00e1 z p\u0159edchoz\u00edho odstavce, p\u0159i zva\u017eov\u00e1n\u00ed takov\u00fdchto akc\u00ed je t\u0159eba nejprve zmapovat v\u0161echna potenci\u00e1ln\u011b zapojiteln\u00e1 odv\u011btv\u00ed,<\/strong> aby bylo mo\u017en\u00e9 oslovit spole\u010dnosti uspo\u0159\u00e1dan\u00fdm zp\u016fsobem bez rizika p\u0159ekr\u00fdv\u00e1n\u00ed.<\/p>\n

V t\u00e9to f\u00e1zi je d\u016fle\u017eit\u00e9 zd\u016fraznit, \u017ee z\u00e1jmy spole\u010dnosti a toho, kdo sportovn\u00ed za\u0159\u00edzen\u00ed zad\u00e1v\u00e1, jsou v souladu. Pokud toti\u017e zadavatel chce co nejlep\u0161\u00ed stavbu za co nejlep\u0161\u00ed cenu, ten, kdo dod\u00e1v\u00e1 materi\u00e1ly a slu\u017eby, chce, aby v\u00fdsledn\u00fd produkt byl vynikaj\u00edc\u00ed, pokud bude slou\u017eit k prezentaci jeho odbornosti. Po dokon\u010den\u00ed bude v\u00fdrobce moci hostit z\u00edskan\u00e9 nebo potenci\u00e1ln\u00ed z\u00e1kazn\u00edky a bude se cht\u00edt pochlubit kvalitou sv\u00e9 pr\u00e1ce. <\/p>\n

D\u016fvod existence t\u011bchto transakc\u00ed spo\u010d\u00edv\u00e1 pr\u00e1v\u011b ve sbli\u017eov\u00e1n\u00ed pot\u0159eb t\u00fdmu a dodavatele. Jedn\u00e1 se o oboustrann\u011b v\u00fdhodn\u00fd obchod, kter\u00fd je schopen dos\u00e1hnout v\u00fdjime\u010dn\u00fdch v\u00fdsledk\u016f a spokojenosti a pat\u0159\u00ed k t\u011bm nej\u00fasp\u011b\u0161n\u011bj\u0161\u00edm, jak\u00e9 kdy byly k vid\u011bn\u00ed. <\/p>\n

Jak zorganizovat transakci souvisej\u00edc\u00ed se sportovn\u00edm marketingem?<\/strong><\/h2>\n

Zde je seznam v\u011bc\u00ed, kter\u00e9 je t\u0159eba ud\u011blat:<\/strong><\/p>\n

    \n
  1. Sestavte si seznam pot\u0159ebn\u00fdch materi\u00e1l\u016f\/produkt\u016f.<\/li>\n
  2. Zkontrolujte po\u017eadovan\u00e9 mno\u017estv\u00ed projektu<\/li>\n
  3. Sestavte seznam potenci\u00e1ln\u011b kontaktovateln\u00fdch spole\u010dnost\u00ed a zkontrolujte, zda n\u011bkter\u00e1 z nich ji\u017e vystupovala jako sportovn\u00ed sponzor.<\/li>\n
  4. P\u0159ipravte prezentaci s d\u016frazem na mo\u017enost st\u00e1t se partnerem prost\u0159ednictv\u00edm \u010d\u00e1ste\u010dn\u00e9 nebo \u00fapln\u00e9 v\u00fdm\u011bny zbo\u017e\u00ed.<\/li>\n
  5. Organizovat obchodn\u00ed setk\u00e1n\u00ed mezi partnery na podporu B2B aktivit a prodlou\u017eit trv\u00e1n\u00ed partnerstv\u00ed i po dokon\u010den\u00ed budovy.<\/li>\n
  6. Zd\u016fraznit mezi potenci\u00e1ln\u00edmi partnery mo\u017enost po\u0159\u00e1d\u00e1n\u00ed takov\u00fdch setk\u00e1n\u00ed.<\/li>\n<\/ol>\n

    Pokud m\u00e1te z\u00e1jem dozv\u011bd\u011bt se v\u00edce nebo chcete prozkoumat mo\u017enosti sportovn\u00edho marketingu, nev\u00e1hejte a kontaktujte n\u00e1s na adrese info@rtrsports.com<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

    Mezi nejzaj\u00edmav\u011bj\u0161\u00ed p\u0159\u00edle\u017eitosti sportovn\u00edho marketingu pat\u0159\u00ed rostouc\u00ed z\u00e1jem o v\u0161echny aktivity spojen\u00e9 se sportovn\u00edmi za\u0159\u00edzen\u00edmi a komplexy, tj. stadiony, okruhy, sportovn\u00edmi halami a v\u0161emi typy kryt\u00fdch i venkovn\u00edch za\u0159\u00edzen\u00ed, kde se konaj\u00ed z\u00e1vody, z\u00e1pasy, utk\u00e1n\u00ed, sout\u011b\u017ee a p\u0159edstaven\u00ed. P\u0159esto\u017ee jsou tyto formy sponzoringu a sportovn\u00edho marketingu v n\u011bkter\u00fdch ohledech m\u00e9n\u011b „ok\u00e1zal\u00e9“, a tedy i m\u00e9n\u011b […]<\/p>\n","protected":false},"author":14,"featured_media":190956,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20229],"tags":[],"class_list":["post-300362","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-sponzoring"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSportovn\u00ed are\u00e1ly a sponzoring. Pr\u00e1va na pojmenov\u00e1n\u00ed a dal\u0161\u00ed!<\/title>\n<meta name=\"description\" content=\"Mezi nejzaj\u00edmav\u011bj\u0161\u00ed p\u0159\u00edle\u017eitosti sportovn\u00edho marketingu pat\u0159\u00ed rostouc\u00ed z\u00e1jem o v\u0161echny aktivity spojen\u00e9 se sportovn\u00edmi za\u0159\u00edzen\u00edmi.\" \/>\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\/sportovni-komplexy-a-sponzorska-prava-na-jmeno-a-dalsi\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sportovi\u0161t\u011b a sponzoring. 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