{"id":342436,"date":"2026-03-03T15:59:40","date_gmt":"2026-03-03T14:59:40","guid":{"rendered":"https:\/\/rtrsports.com\/2026-spravny-rok-pro-sponzorovani-motogp\/"},"modified":"2026-03-03T15:59:40","modified_gmt":"2026-03-03T14:59:40","slug":"2026-spravny-rok-pro-sponzorovani-motogp","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/2026-spravny-rok-pro-sponzorovani-motogp\/","title":{"rendered":"2026: spr\u00e1vn\u00fd rok pro sponzorov\u00e1n\u00ed MotoGP"},"content":{"rendered":"
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Zm\u011bna kontroly nad Dorna Sports<\/span><\/span><\/strong> a Liberty Media<\/span><\/span><\/strong> p\u0159edstavuje sp\u00ed\u0161e ne\u017e firemn\u00ed transakci zm\u011bnu pr\u016fmyslov\u00e9 trajektorie nejslavn\u011bj\u0161\u00edho sv\u011btov\u00e9ho \u0161ampion\u00e1tu dvoukolek…<\/p>\n

Ve skute\u010dnosti se nejedn\u00e1 o pouhou reorganizaci pod\u00edl\u016f, ale o vstup do spole\u010dnosti MotoGP<\/span><\/span><\/strong> do okruhu v\u00fdvoje, v n\u011bm\u017e je sportovn\u00ed produkt poj\u00edm\u00e1n jako platforma, v n\u00ed\u017e se obsah, distribuce, form\u00e1t, z\u00e1\u017eitek<\/strong> a komer\u010dn\u00ed rozvoj<\/strong> st\u00e1vaj\u00ed struktur\u00e1ln\u00edmi prvky t\u00e9ho\u017e projektu, a nikoliv dopl\u0148kov\u00fdmi funkcemi postaven\u00fdmi kolem ud\u00e1losti na trati. Je to p\u0159echod, kter\u00fd \u010dasem ovlivn\u00ed nejen \u0159\u00edzen\u00ed a rozhodovac\u00ed procesy, ale tak\u00e9 konfiguraci nab\u00eddky v\u016f\u010di partner\u016fm a investor\u016fm. Nen\u00ed zkr\u00e1tka n\u00e1hodou, \u017ee to, co se d\u0159\u00edve jmenovalo Dorna, se nyn\u00ed jmenuje MotoGP Sports and Entertainment<\/strong>. <\/p>\n

Liberty, F1, MotoGP<\/h2>\n

Pro pochopen\u00ed sm\u011bru, kter\u00fdm se \u0161ampion\u00e1t ub\u00edr\u00e1, z\u016fst\u00e1v\u00e1 neju\u017eite\u010dn\u011bj\u0161\u00edm odkazem zku\u0161enost Liberty s \u0159\u00edzen\u00edm Formule 1<\/span><\/span><\/strong>. V roce 2024 vyk\u00e1zala Formule 1 p\u0159\u00edjmy ve v\u00fd\u0161i 3,41 miliardy dolar\u016f<\/strong> s meziro\u010dn\u00edm n\u00e1r\u016fstem a rostouc\u00ed upravenou OIBDA<\/strong> – tedy zlep\u0161uj\u00edc\u00ed se provozn\u00ed ziskovost\u00ed. V n\u00e1sleduj\u00edc\u00edm roce cirka dokonce p\u0159ekonala rekordy z p\u0159edchoz\u00edho roku a zakon\u010dila rok s celkov\u00fdmi p\u0159\u00edjmy ve v\u00fd\u0161i 3,87 miliardy dolar\u016f<\/strong>, co\u017e znamenalo 14%<\/strong> n\u00e1r\u016fst oproti roku 2024: AdjustedOIBDA<\/strong> vzrostla na 946 milion\u016f dolar\u016f<\/strong>, co\u017e je o 20 %<\/strong> v\u00edce ne\u017e 791 milion\u016f dolar\u016f zaznamenan\u00fdch v roce 2024. <\/p>\n

V posledn\u00edch n\u011bkolika letech se \u0161ampion\u00e1t postupn\u011b prom\u011bnil v integrovan\u00fd syst\u00e9m obsahu, kan\u00e1l\u016f a vztah\u016f, v n\u011bm\u017e \u00fast\u0159edn\u00ed postaven\u00ed sportovn\u00ed ud\u00e1losti z\u016fstalo zachov\u00e1no, ale vedle n\u011bj se objevuje kontinu\u00e1ln\u00ed redak\u010dn\u00ed v\u00fdstavba, st\u00e1le kapil\u00e1rn\u011bj\u0161\u00ed digit\u00e1ln\u00ed distribuce a n\u00e1soben\u00ed kontaktn\u00edch moment\u016f mezi div\u00e1ky, zna\u010dkou a protagonisty. Pozorovan\u00fd r\u016fst<\/strong> nelze p\u0159i\u010d\u00edst jedin\u00e9mu faktoru, ale zaveden\u00ed pr\u016fmyslov\u00e9ho syst\u00e9mu, kter\u00fd ze \u0161ampion\u00e1tu u\u010dinil glob\u00e1ln\u00ed platformu z\u00e1bavy a komer\u010dn\u00ed aktivace. Pr\u00e1v\u011b tento syst\u00e9m, v\u00edce ne\u017e ekonomick\u00e9 v\u00fdsledky jako takov\u00e9, dnes mo\u017en\u00e1 p\u0159edstavuje pro MotoGP skute\u010dn\u00fd prvek diskontinuity – a ten si budou muset dvoukolk\u00e1\u0159i n\u00e1sil\u00edm nebo z nouze ctnostn\u011b vyp\u016fj\u010dit. <\/p>\n

Dnes je t\u011b\u017ek\u00e9 p\u0159esn\u011b \u0159\u00edci, co je na„l\u00e9ku Liberty<\/strong>“ tak zvl\u00e1\u0161tn\u00edho, \u017ee se formule 1 b\u011bhem deseti let stala medi\u00e1ln\u00ed, komer\u010dn\u00ed a kulturn\u00ed velmoc\u00ed, kterou bude v roce 2026. Jak u\u017e to b\u00fdv\u00e1, p\u0159esn\u00e1 odpov\u011b\u010f nen\u00ed jen jedna, ale – naopak – syst\u00e9m n\u00e1stroj\u016f, strategi\u00ed, hodnot a viz\u00ed, kter\u00e9 za\u010d\u00ednaj\u00ed \u010dist\u011b marketingov\u00fdmi prvky, jako je identita zna\u010dky, a kon\u010d\u00ed terci\u00e1rn\u00edmi marketingov\u00fdmi strategiemi, jako je Velk\u00e1 cena Las Vegas. <\/p>\n

Co se t\u00fd\u010de MotoGP, proces transformace nen\u00ed naroubov\u00e1n na zmen\u0161uj\u00edc\u00ed se produkt. Pr\u00e1v\u011b naopak. Pr\u00e1v\u011b<\/strong> v posledn\u00edch dvou letech dos\u00e1hla \u00fa\u010dast ve\u0159ejnosti na z\u00e1vodech historick\u00e9ho maxima – v\u00edce ne\u017e 3,6 milionu div\u00e1k\u016f na okruz\u00edch v roce 2025, p\u0159i\u010dem\u017e v Le Mans p\u0159i\u0161lo 311 797 div\u00e1k\u016f-<\/strong>, zat\u00edmco evoluce sportovn\u00edho form\u00e1tu doprov\u00e1zen\u00e1 zaveden\u00edm sprint\u016f p\u0159isp\u011bla ke zm\u011bn\u011b div\u00e1ck\u00fdch n\u00e1vyk\u016f \u0161ampion\u00e1tu, d\u00edky \u010demu\u017e se konzumace v\u00edce rozlo\u017eila na v\u00edkend a v pr\u016fb\u011bhu sezony se stala \u010dast\u011bj\u0161\u00ed. <\/p>\n

Z\u00e1rove\u0148 se na redak\u010dn\u00ed a digit\u00e1ln\u00ed \u00farovni v\u00fdrazn\u011b roz\u0161\u00ed\u0159ila p\u0159\u00edtomnost ligy, \u010d\u00edm\u017e se pos\u00edlila jej\u00ed schopnost zaujmout i jin\u00e9 publikum, ne\u017e kter\u00e9 je tradi\u010dn\u011b spojeno se sledov\u00e1n\u00edm televize. Pro spole\u010dnost, kter\u00e1 sleduje trh se strategick\u00fdm p\u0159\u00edstupem, nen\u00ed ani tak d\u016fle\u017eit\u00e1 intenzita jednotliv\u00e9ho ukazatele, ale skute\u010dnost, \u017ee r\u016fst popt\u00e1vky p\u0159edch\u00e1z\u00ed vstupu nov\u00e9ho pr\u016fmyslov\u00e9ho akcion\u00e1\u0159e. <\/p>\n

Sponzorsk\u00e9 prost\u0159edky a profily<\/h2>\n

Dal\u0161\u00edm sign\u00e1lem je profil lid\u00ed a struktur, kter\u00e9 se za\u010d\u00ednaj\u00ed orientovat na tuto kategorii.Akvizice Tech3 konsorciem veden\u00fdm IKON Capital<\/strong> se vstupem Bolt Ventures<\/strong> a Main Street Advisors je jasn\u00fdm sign\u00e1lem trhu, stejn\u011b jako p\u0159\u00edtomnost b\u00fdval\u00e9ho \u0159editele t\u00fdmu Haas F1 Guenthera Steinera<\/strong> na pozici gener\u00e1ln\u00edho \u0159editele t\u00fdmu a ned\u00e1vn\u00fd vstup jezdce Pierra Gaslyho<\/strong> jako investora. Dlouhodob\u00fd je tak\u00e9 z\u00e1jem Lewise Hamiltona o tuto kategorii. <\/p>\n

Rozli\u0161uj\u00edc\u00edm prvkem nen\u00ed ani tak proslulost jednotliv\u00fdch jmen, ale pr\u016fmyslov\u00e1 kultura, kterou s sebou tyto profily p\u0159in\u00e1\u0161ej\u00ed a kter\u00e1 je zalo\u017eena na modelech r\u016fstu, logice platformy a vizi ligy jako komplexn\u00edho syst\u00e9mu obsahu, vztah\u016f a obchodn\u00edch p\u0159\u00edle\u017eitost\u00ed. Nazv\u011bme to, chcete-li, brand positioning<\/strong>. <\/p>\n

Nejz\u00e1sadn\u011bj\u0161\u00ed zm\u011bna se nevyhnuteln\u011b t\u00fdk\u00e1 samotn\u00e9 povahy partnersk\u00e9 nab\u00eddky. Sponzoring v MotoGP<\/strong> se postupn\u011b odkl\u00e1n\u00ed od p\u0159ev\u00e1\u017en\u011b exhibi\u010dn\u00ed logiky, v n\u00ed\u017e se hodnota soust\u0159edila t\u00e9m\u011b\u0159 v\u00fdhradn\u011b na zviditeln\u011bn\u00ed na trati, a nab\u00fdv\u00e1 \u010dlenit\u011bj\u0161\u00ed podoby, v n\u00ed\u017e do hry vstupuj\u00ed pr\u00e1va na obsah, kter\u00e1 mohou zna\u010dky p\u0159\u00edmo vyu\u017e\u00edvat ve sv\u00fdch vlastn\u00edch kan\u00e1lech<\/strong>, digit\u00e1ln\u00ed form\u00e1ty vytv\u00e1\u0159en\u00e9 spole\u010dn\u011b s t\u00fdmy a jezdci, pr\u016fb\u011b\u017en\u00e1 redak\u010dn\u00ed produkce a projekty pohostinnosti, kter\u00e9 se st\u00e1le v\u00edce orientuj\u00ed na vztahov\u00e9 a obchodn\u00ed c\u00edle.<\/p>\n

V tomto kontextu ji\u017e hodnota nespo\u010d\u00edv\u00e1 v jednotliv\u00fdch aktivech<\/strong>, ale ve schopnosti vytv\u00e1\u0159et ucelen\u00e9 a kontinu\u00e1ln\u00ed programy, kter\u00e9 jsou schopny vytv\u00e1\u0159et obsah, vztahy a materi\u00e1ly, je\u017e lze opakovan\u011b pou\u017e\u00edvat v pr\u016fb\u011bhu cel\u00e9 sez\u00f3ny, a v\u00e9st neust\u00e1l\u00fd dialog s r\u016fzn\u00fdmi skupinami publika. Pro mnoho spole\u010dnost\u00ed to znamen\u00e1 zm\u011bnu organiza\u010dn\u00edho t\u011b\u017ei\u0161t\u011b, proto\u017ee sponzoring m\u00e1 tendenci st\u00e1t se pr\u016f\u0159ezov\u00fdm projektem zahrnuj\u00edc\u00edm marketingov\u00e9, komunika\u010dn\u00ed a obchodn\u00ed funkce, m\u00edsto aby z\u016fstal uzav\u0159en v r\u00e1mci jedn\u00e9 oblasti. <\/p>\n

Nejkriti\u010dt\u011bj\u0161\u00ed prom\u011bnn\u00e1: dostupnost z\u00e1sob<\/h2>\n

V p\u0159echodn\u00e9 f\u00e1zi odv\u011btv\u00ed, jako je ta sou\u010dasn\u00e1, se konkuren\u010dn\u00ed tlak zpo\u010d\u00e1tku neprojevuje na cen\u00e1ch, ale na dostupnosti nejv\u00fdznamn\u011bj\u0161\u00edch pozic v ekosyst\u00e9mu. T\u00fdmy, pilotn\u00ed projekty, redak\u010dn\u00ed projekty, speci\u00e1ln\u00ed form\u00e1ty, doprovodn\u00e9 akce a obsahov\u00e9 platformy p\u0159edstavuj\u00ed nutn\u011b omezen\u00fd soubor aktiv, a pokud popt\u00e1vka roste rychleji ne\u017e organiza\u010dn\u00ed kapacita pro strukturov\u00e1n\u00ed nov\u00fdch nab\u00eddek, prvn\u00edm d\u016fsledkem je postupn\u00e9 nasycen\u00ed strategick\u00fdch p\u0159\u00edle\u017eitost\u00ed<\/strong>. <\/p>\n

Je to dynamika, kter\u00e1 ji\u017e byla pozorov\u00e1na v jin\u00fdch velk\u00fdch mezin\u00e1rodn\u00edch lig\u00e1ch, kde se je\u0161t\u011b p\u0159ed zv\u00fd\u0161en\u00edm vstupn\u00edch n\u00e1klad\u016f<\/strong> zmen\u0161il man\u00e9vrovac\u00ed prostor pro vytv\u00e1\u0159en\u00ed skute\u010dn\u011b osobit\u00fdch program\u016f.<\/p>\n

Nen\u00ed zkr\u00e1tka \u017e\u00e1dn\u00fdm tajemstv\u00edm, \u017ee v dne\u0161n\u00ed dob\u011b je vedle cen jedn\u00edm z kl\u00ed\u010dov\u00fdch t\u00e9mat sponzoringu ve Formuli 1 pr\u00e1v\u011b t\u00e9ma nemovitost\u00ed, tedy prostoru, kter\u00fd je k dispozici pro vstup do cirkusu s v\u00edce \u010di m\u00e9n\u011b v\u00fdznamn\u00fdmi provozy. McLaren, Ferrari, Mercedes a Red Bull \u010d\u00edtaj\u00ed celkem 4 v\u00edce ne\u017e 200 sponzor\u016f: to je ohromuj\u00edc\u00ed \u010d\u00edslo, zejm\u00e9na pokud vezmeme v \u00favahu st\u00e1le p\u0159\u00edtomn\u00fd princip produktov\u00e9 exkluzivity. Zejm\u00e9na ta je t\u011b\u017ece zkou\u0161ena st\u00e1le v\u00edce se rozost\u0159uj\u00edc\u00edmi komer\u010dn\u00edmi hranicemi, v nich\u017e se sna\u017e\u00ed naj\u00edt m\u00edsto pro pr\u016fmyslov\u00e9 kategorie, pro kter\u00e9 – podle teorie – prost\u011b nen\u00ed m\u00edsto. <\/p>\n

T\u011b\u017eko \u0159\u00edci, zda je mo\u017en\u00e9 p\u0159edpokl\u00e1dat – zejm\u00e9na nyn\u00ed, kdy do\u0161lo ke konsolidaci vlastnictv\u00ed – \u017ee by se to, co se nepoda\u0159\u00ed um\u00edstit ve Formuli 1, p\u0159eneslo do MotoGP<\/strong>. Automobily a stroje z\u016fst\u00e1vaj\u00ed dv\u011bma hluboce vzd\u00e1len\u00fdmi vesm\u00edry, a\u010dkoli zde lze naj\u00edt spole\u010dn\u00e9ho jmenovatele sp\u00ed\u0161e v z\u00e1bavnosti vrcholn\u00e9ho motorsportu ne\u017e v p\u0159esn\u00e9 vertik\u00e1le motocykl\/stroj. <\/p>\n

Rok 2026 p\u0159edstavuje p\u0159irozen\u00fd bod p\u0159eru\u0161en\u00ed<\/strong>, proto\u017ee je to prvn\u00ed obdob\u00ed, kter\u00e9 je pln\u011b zahrnuto do nov\u00e9ho pr\u016fmyslov\u00e9ho obvodu. Pro mezin\u00e1rodn\u00ed zna\u010dku to znamen\u00e1 vyhodnotit MotoGP nikoli jako kan\u00e1l pro zviditeln\u011bn\u00ed, ale jako platformu schopnou podporovat v\u00edcelet\u00e9 programy, pr\u016fb\u011b\u017en\u00e9 vypr\u00e1v\u011bn\u00ed p\u0159\u00edb\u011bh\u016f, iniciativy podporuj\u00edc\u00ed obchodn\u00ed a vztahov\u00e9 c\u00edle a obsahov\u00e9 projekty s \u017eivotn\u00edm cyklem, kter\u00fd p\u0159esahuje jeden z\u00e1vod nebo sez\u00f3nu. <\/p>\n

Profil rizika a n\u00e1vratnosti se tak bl\u00ed\u017e\u00ed profilu vysp\u011bl\u00fdch glob\u00e1ln\u00edch lig, p\u0159i\u010dem\u017e je v t\u00e9to f\u00e1zi st\u00e1le zachov\u00e1na vysok\u00e1 m\u00edra flexibility p\u0159i vytv\u00e1\u0159en\u00ed program\u016f a partnerstv\u00ed.<\/p>\n

Struktur\u00e1ln\u00ed transformace<\/h2>\n

P\u0159ed lety, kdy um\u011bl\u00e1 inteligence je\u0161t\u011b nebyla ani v plenk\u00e1ch, prvn\u00ed investo\u0159i do um\u011bl\u00e9 inteligence vid\u011bli v tomto odv\u011btv\u00ed n\u011bco, co ostatn\u00ed p\u0159ehl\u00e9dli (to se stalo nap\u0159\u00edklad spole\u010dnosti NVIDIA, kter\u00e1 za p\u011bt let vzrostla o 1 320 %). Ti, kte\u0159\u00ed tehdy m\u011bli odvahu a p\u0159edev\u0161\u00edm schopnost vsadit na budoucnost UI, dnes inkasuj\u00ed mimo\u0159\u00e1dn\u00e9 dividendy<\/strong>. Pokud se v\u00e1m tato paralela zd\u00e1 nucen\u00e1, ned\u00e1vn\u00e1 historie sportovn\u00edho marketingu n\u00e1m napov\u00edd\u00e1, \u017ee je zde mnoho spole\u010dn\u00fdch bod\u016f. <\/p>\n

MotoGP proch\u00e1z\u00ed p\u0159echodnou f\u00e1z\u00ed, kter\u00e1 se t\u00fdk\u00e1 struktury, \u0159\u00edzen\u00ed a modelu zhodnocov\u00e1n\u00ed. Vstup spole\u010dnosti Liberty Media nen\u00ed jedinou p\u0159\u00ed\u010dinou t\u00e9to zm\u011bny, ale p\u0159edstavuje jej\u00ed urychlova\u010d, kter\u00fd<\/strong> \u0161ampion\u00e1t uv\u00e1d\u00ed do logiky glob\u00e1ln\u00ed platformy, v n\u00ed\u017e jsou sport, obsah a z\u00e1\u017eitky koncipov\u00e1ny jako sou\u010d\u00e1sti jednotn\u00e9ho syst\u00e9mu. V tomto sc\u00e9n\u00e1\u0159i m\u00e1 sponzoring tendenci b\u00fdt st\u00e1le v\u00edce konfigurov\u00e1n jako st\u0159edn\u011bdob\u00e1 a\u017e dlouhodob\u00e1 strategick\u00e1 pozice v r\u00e1mci vyv\u00edjej\u00edc\u00edho se ekosyst\u00e9mu, nikoli jako komunika\u010dn\u00ed aktivita spojen\u00e1 v\u00fdhradn\u011b se sportovn\u00edm kalend\u00e1\u0159em. <\/p>\n

Pokud bude v\u00fdvoj podobn\u00fd tomu, kter\u00fd v posledn\u00edch letech prod\u011blala Formule 1 – a v tomto ohledu bude rok 2026 z\u00e1sadn\u00edm lakmusov\u00fdm pap\u00edrkem – rozd\u00edl mezi kategoriemi se rychle zmen\u0161\u00ed a dvoukolky z\u00edskaj\u00ed neb\u00fdval\u00fd status<\/strong>. Pro ty, kte\u0159\u00ed budou ochotni a schopni investovat p\u0159ed touto zm\u011bnou, budou v\u00fdnosy z t\u00e9to struktur\u00e1ln\u00ed transformace jednodu\u0161e mimo\u0159\u00e1dn\u00e9. <\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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Zm\u011bna kontroly nad Dorna Sports a Liberty Media p\u0159edstavuje sp\u00ed\u0161e ne\u017e firemn\u00ed transakci zm\u011bnu pr\u016fmyslov\u00e9 trajektorie nejslavn\u011bj\u0161\u00edho sv\u011btov\u00e9ho \u0161ampion\u00e1tu dvoukolek… Ve skute\u010dnosti se nejedn\u00e1 o pouhou reorganizaci pod\u00edl\u016f, ale o vstup do spole\u010dnosti MotoGP do okruhu v\u00fdvoje, v n\u011bm\u017e je sportovn\u00ed produkt poj\u00edm\u00e1n jako platforma, v n\u00ed\u017e se obsah, distribuce, form\u00e1t, z\u00e1\u017eitek a komer\u010dn\u00ed rozvoj 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