{"id":343103,"date":"2026-05-14T14:23:46","date_gmt":"2026-05-14T12:23:46","guid":{"rendered":"https:\/\/rtrsports.com\/sponzoring-motogp-vs-f1-co-se-za-tento-rozdil-vlastne-da-koupit\/"},"modified":"2026-05-14T14:23:46","modified_gmt":"2026-05-14T12:23:46","slug":"sponzoring-motogp-vs-f1-co-se-za-tento-rozdil-vlastne-da-koupit","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/sponzoring-motogp-vs-f1-co-se-za-tento-rozdil-vlastne-da-koupit\/","title":{"rendered":"Sponzoring MotoGP vs. F1: co se za tento rozd\u00edl vlastn\u011b d\u00e1 koupit"},"content":{"rendered":"

P\u0159ed t\u00fddnem jsem napsal, \u017ee Sponzorsk\u00e9 v\u00fddaje Formule 1 p\u0159es\u00e1hnou 3 miliardy dolar\u016f<\/a><\/strong> v roce 2026, a to d\u00edky smlouv\u00e1m s technologiemi a um\u011blou inteligenc\u00ed, kter\u00e9 kupuj\u00ed sp\u00ed\u0161e provozn\u00ed integraci ne\u017e um\u00edst\u011bn\u00ed loga. To \u010d\u00edslo je zar\u00e1\u017eej\u00edc\u00ed. Reakce v rozhovorech s klienty byla je\u0161t\u011b zar\u00e1\u017eej\u00edc\u00ed. Zhruba polovina z nich se pt\u00e1: „Jak se tedy dostaneme do F1?“.<\/em> Druh\u00e1 polovina klade zaj\u00edmav\u011bj\u0161\u00ed ot\u00e1zku: „Jakou to m\u00e1 cenu pro MotoGP?“<\/em> <\/p>\n

Toto je \u010dl\u00e1nek pro druhou polovinu. Je to tak\u00e9, po p\u0159e\u010dten\u00ed, kter\u00e9 bych nab\u00eddl, v\u00fdhodn\u011bj\u0161\u00ed ot\u00e1zka, kterou je t\u0159eba polo\u017eit v roce 2026. <\/p>\n

Viditeln\u00e1 \u010d\u00edsla vypov\u00eddaj\u00ed jasn\u011b. Podnik\u00e1n\u00ed spole\u010dnosti Liberty Media v oblasti Formule 1 vygenerovalo v roce 2025 tr\u017eby ve v\u00fd\u0161i 3,87 miliardy dolar\u016f<\/strong>, co\u017e je o 14 % v\u00edce ne\u017e v roce 2024, s upravenou OIBDA ve v\u00fd\u0161i 946 milion\u016f dolar\u016f<\/strong>. Podnik\u00e1n\u00ed spole\u010dnosti Liberty v MotoGP, vykazovan\u00e9 na proforma b\u00e1zi po uzav\u0159en\u00ed akvizice spole\u010dnosti Dorna 3. \u010dervence 2025, vygenerovalo tr\u017eby ve v\u00fd\u0161i 573 milion\u016f USD<\/strong>, co\u017e je rovn\u011b\u017e proforma n\u00e1r\u016fst o 14 %, s upravenou OIBDA ve v\u00fd\u0161i 201 milion\u016f USD<\/strong>. Na tomto z\u00e1klad\u011b dos\u00e1hla F1 v roce 2025 p\u0159ibli\u017en\u011b 6,75n\u00e1sobku p\u0159\u00edjm\u016f MotoGP. <\/p>\n

V tomto \u010dl\u00e1nku chci argumentovat t\u00edm, \u017ee rozd\u00edl v cen\u00e1ch je skute\u010dn\u00fd, ale rozd\u00edl v majetku je men\u0161\u00ed<\/strong> a \u017ee tento rozd\u00edl je v sou\u010dasnosti nej\u010dist\u0161\u00ed struktur\u00e1ln\u00ed p\u0159\u00edle\u017eitost\u00ed ve sponzoringu motoristick\u00e9ho sportu. \u010cty\u0159i \u010d\u00e1sti: co je vlastn\u011b viditeln\u00e1 mezera; co se za ni kupuje, \u0159\u00e1dek po \u0159\u00e1dku; chyby, kter\u00fdch by se zna\u010dky mohly dopustit p\u0159i jej\u00edm \u010dten\u00ed; a jak RTR p\u0159istupuje k rozhodnut\u00ed F1-nebo-MotoGP v roce 2026. <\/p>\n

Rozd\u00edl, \u010d\u00edseln\u011b<\/strong><\/h2>\n

T\u0159i vrstvy dat, ka\u017ed\u00e1 ze zdroj\u016f, kter\u00e9 bych h\u00e1jil.<\/p>\n

P\u0159\u00edjmy od dr\u017eitel\u016f pr\u00e1v (Liberty Media, prim\u00e1rn\u00ed).<\/strong> P\u0159\u00edjmy F1 2025 3,87 miliardy dolar\u016f<\/strong>, p\u0159\u00edjmy MotoGP 2025 573 milion\u016f dolar\u016f<\/strong> proforma. Pom\u011br 6,75x<\/strong> je nejp\u0159il\u00e9hav\u011bj\u0161\u00edm srovn\u00e1n\u00edm, proto\u017ee oba segmenty nyn\u00ed spadaj\u00ed pod stejnou mate\u0159skou spole\u010dnost na stejn\u00e9m z\u00e1klad\u011b. <\/p>\n

Ceny tituln\u00edch slot\u016f (vlastn\u00ed zve\u0159ejn\u011bn\u00e9 odhady RTR a zpr\u00e1vy F1 z tisku).<\/strong> Cena titulov\u00e9ho sponzoringu MotoGP v roce 2026 se pohybuje v rozmez\u00ed 5-15 milion\u016f eur ro\u010dn\u011b<\/strong> v z\u00e1vislosti na presti\u017ei t\u00fdmu, v\u00fdkonnosti a bal\u00ed\u010dku pr\u00e1v (\u00fadaje z vlastn\u00edho pr\u016fvodce n\u00e1klady na sponzoring MotoGP v roce 2026 od spole\u010dnosti RTR). Tituln\u00ed sponzoring F1 v roce 2026 vyjde podle odborn\u00e9ho tisku na 60-110 milion\u016f dolar\u016f ro\u010dn\u011b<\/strong>, p\u0159i\u010dem\u017e Oracle u Red Bullu je na nejvy\u0161\u0161\u00edm stupni, Microsoft u Mercedesu kolem 60 milion\u016f dolar\u016f jako nejmen\u0161\u00ed smlouva prim\u00e1rn\u00edho partnera a HP, Mastercard, Petronas, Aramco a Revolut mezi nimi. P\u0159epo\u010dteme-li p\u00e1smo MotoGP podle sou\u010dasn\u00e9ho kurzu eura v\u016f\u010di americk\u00e9mu dolaru a vezmeme-li st\u0159edn\u00ed hodnoty, vyjde n\u00e1m, \u017ee m\u00edsta pro titul v F1 stoj\u00ed zhruba 7-10kr\u00e1t v\u00edce ne\u017e<\/strong> jejich ekvivalenty v MotoGP. <\/p>\n

Fanou\u0161kovsk\u00e1 z\u00e1kladna (prim\u00e1rn\u00ed na obou stran\u00e1ch).<\/strong> Spole\u010dnost Dorna uv\u00e1d\u00ed, \u017ee celosv\u011btov\u00e1 fanou\u0161kovsk\u00e1 z\u00e1kladna MotoGP v roce 2025 dos\u00e1hne 632 milion\u016f,<\/strong> co\u017e je meziro\u010dn\u00ed n\u00e1r\u016fst o 12 %. Pr\u00e1ce spole\u010dnosti Nielsen Sports zam\u011b\u0159en\u00e1 na m\u011b\u0159en\u00ed sledovanosti F1, kter\u00e1 provedla pr\u016fzkum mezi 44 000 respondenty na 37 mezin\u00e1rodn\u00edch trz\u00edch, odhaduje celosv\u011btovou fanou\u0161kovskou z\u00e1kladnu Formule 1 v letech 2024-2025 na p\u0159ibli\u017en\u011b 826-827 milion\u016f<\/strong>. P\u0159i tomto srovn\u00e1n\u00ed „jablek s jablky“, tedy lid\u00ed, kte\u0159\u00ed se ozna\u010duj\u00ed za fanou\u0161ky \u0161ampion\u00e1tu<\/em>, je F1 zhruba 1,3kr\u00e1t<\/strong> v\u011bt\u0161\u00ed ne\u017e MotoGP. Pozn\u00e1mka: fanou\u0161kovsk\u00e1 z\u00e1kladna je z\u00e1kladn\u00ed m\u011b\u0159\u00edtko (jedine\u010dn\u00ed lid\u00e9, kte\u0159\u00ed sleduj\u00ed dan\u00fd sport), odli\u0161n\u00e9 od kumulativn\u00ed televizn\u00ed sledovanosti (sou\u010det div\u00e1k\u016f v\u0161ech p\u0159enos\u016f v sez\u00f3n\u011b, kter\u00fd dvakr\u00e1t zapo\u010d\u00edt\u00e1v\u00e1 stejn\u00e9 div\u00e1ky na v\u00edce z\u00e1vodech). <\/p>\n

Kumulativn\u00ed televizn\u00ed sledovanost a most EAV.<\/strong> N\u00e1vratnost investic do sponzoringu se nej\u010dast\u011bji vy\u010d\u00edsluje pomoc\u00ed metodik Equivalent Advertising Value<\/em> nebo QI Media Value spole\u010dnosti Nielsen Sports, kter\u00e9 jsou zalo\u017eeny na tradici spole\u010dnosti Repucom a p\u0159epo\u010d\u00edt\u00e1vaj\u00ed vte\u0159iny vystaven\u00ed loga na n\u00e1klady na n\u00e1kup ekvivalentn\u00ed reklamy ve stejn\u00fdch vys\u00edlac\u00edch oknech. Metrikou, kter\u00e1 je p\u0159i tomto v\u00fdpo\u010dtu d\u016fle\u017eit\u00e1, jsou n\u00e1klady na vte\u0159inu expozice. Pom\u00e1haj\u00ed zde dva \u00fadaje. Kumulativn\u00ed ro\u010dn\u00ed televizn\u00ed sledovanost F1 pro rok 2025 uv\u00e1d\u00ed spole\u010dnost Nielsen ve v\u00fd\u0161i 1,83 miliardy<\/strong>, co\u017e p\u0159edstavuje meziro\u010dn\u00ed n\u00e1r\u016fst o 6,8 %. Spole\u010dnost Dorna nezve\u0159ejnila jedin\u00fd ekvivalentn\u00ed \u00fadaj pro rok 2025 pro MotoGP, m\u00edsto toho sd\u011blila, \u017ee televizn\u00ed sledovanost vzrostla v pr\u016fm\u011bru o +9 % na jednu Velkou cenu<\/strong> a o +26 % na z\u00e1vody sprintu<\/strong> oproti roku 2024. Co zve\u0159ejn\u011bno bylo, je objem vys\u00edl\u00e1n\u00ed: 22 kol, 9 m\u011bs\u00edc\u016f, 143 vys\u00edlac\u00edch partner\u016f, v\u00edce ne\u017e 200 zem\u00ed, 87 000 odvys\u00edlan\u00fdch hodin televizn\u00edho vys\u00ed<\/strong>l\u00e1n\u00ed. Dokonce i p\u0159i horn\u00ed hranici toho, jak by analytik mohl extrapolovat kumulativn\u00ed dosah MotoGP z t\u011bchto parametr\u016f, je televizn\u00ed dosah F1 v absolutn\u00edch \u010d\u00edslech podstatn\u011b v\u011bt\u0161\u00ed, ale v ka\u017ed\u00e9m zve\u0159ejn\u011bn\u00e9m cenov\u00e9m bod\u011b titul\u016f jsou n\u00e1klady<\/strong> MotoGP na sekundu vys\u00edl\u00e1n\u00ed struktur\u00e1ln\u011b ni\u017e\u0161\u00ed ne\u017e u F1<\/strong>. To je prom\u011bnn\u00e1, na kter\u00e9 v\u00fdpo\u010det n\u00e1vratnosti investic zalo\u017een\u00fd na EAV stoj\u00ed, a to ve prosp\u011bch MotoGP. <\/p>\n

Doch\u00e1zka na okruhu.<\/strong> MotoGP uzav\u0159ela rok 2025 s rekordn\u00ed n\u00e1v\u0161t\u011bvnost\u00ed 3,6 milionu<\/strong> div\u00e1k\u016f b\u011bhem 22 z\u00e1vodn\u00edch v\u00edkend\u016f, v\u010detn\u011b rekordn\u00edho po\u010dtu 311 797<\/strong> div\u00e1k\u016f v Le Mans.<\/p>\n

Cenov\u00fd pom\u011br je 7-10x. Pom\u011br fanou\u0161kovsk\u00e9 z\u00e1kladny je zhruba 1,3x. Kumulativn\u00ed televizn\u00ed sledovanost F1 je v absolutn\u00edch \u010d\u00edslech podstatn\u011b v\u011bt\u0161\u00ed ne\u017e sledovanost MotoGP, ale rozd\u00edl je podle \u00fadaj\u016f, kter\u00e9 strany zve\u0159ej\u0148uj\u00ed, podstatn\u011b men\u0161\u00ed ne\u017e rozd\u00edl v cen\u011b a ukazatel n\u00e1klad\u016f na vte\u0159inu expozice, kter\u00fd EAV vytv\u00e1\u0159\u00ed, je struktur\u00e1ln\u011b p\u0159\u00edzniv\u011bj\u0161\u00ed pro MotoGP. A\u0165 u\u017e zna\u010dka pou\u017e\u00edv\u00e1 jakoukoli metriku n\u00e1vratnosti investic, cena podkladov\u00e9ho aktiva nesleduje dosah, kter\u00fd p\u0159in\u00e1\u0161\u00ed. <\/p>\n

Co si za 1\/10 tituln\u00ed ceny skute\u010dn\u011b koup\u00edte<\/strong><\/h2>\n

Nab\u00edz\u00edm tezi, \u017ee integra\u010dn\u00ed hodnota m\u00edsta pro titul MotoGP v roce 2026 je zhruba 60-70 % odpov\u00eddaj\u00edc\u00edho m\u00edsta pro titul F1, zat\u00edmco cena je zhruba 10-15 %. Ani jedno z t\u011bchto \u010d\u00edsel nen\u00ed tvrd\u00fdm faktem, jedn\u00e1 se o odhady zalo\u017een\u00e9 na architektu\u0159e dohod, kter\u00e9 jsem vid\u011bl, kontroloval a p\u0159ezkoum\u00e1val v pr\u016fb\u011bhu t\u00e9m\u011b\u0159 t\u0159\u00ed desetilet\u00ed. Berte je jako v\u00fdklad zku\u0161en\u00e9ho praktika, nikoli jako dokument\u00e1rn\u00ed \u00fadaje. P\u011bt slo\u017eek. <\/p>\n

Kalend\u00e1\u0159n\u00ed parita.<\/strong> V roce 2026 (po zru\u0161en\u00ed z\u00e1vod\u016f v Bahrajnu a Sa\u00fadsk\u00e9 Ar\u00e1bii) se pojede 22 kol F1. MotoGP m\u00e1 22 kol<\/strong> na p\u011bti kontinentech od b\u0159ezna do listopadu. Objem z\u00e1vodn\u00edch v\u00edkend\u016f, vys\u00edlac\u00ed \u010dasy a expozice zna\u010dky jsou na stejn\u00e9 \u00farovni. Titul\u00e1rn\u00ed sponzor v obou \u0161ampion\u00e1tech m\u00e1 stejn\u00fd po\u010det aktiva\u010dn\u00edch moment\u016f za rok. <\/p>\n

Slo\u017een\u00ed publika.<\/strong> Podle nejnov\u011bj\u0161\u00edho celosv\u011btov\u00e9ho pr\u016fzkumu fanou\u0161k\u016f spole\u010dnosti Dorna je publikum MotoGP p\u0159ev\u00e1\u017en\u011b evropsk\u00e9 a asijsko-pacifick\u00e9, se siln\u00fdmi fanou\u0161kovsk\u00fdmi trhy v It\u00e1lii, \u0160pan\u011blsku, Francii, N\u011bmecku, Indon\u00e9sii, Thajsku a Japonsku a se zrychluj\u00edc\u00edm se r\u016fstem v Americe pod veden\u00edm spole\u010dnosti Liberty. F1 m\u00e1 od roku 2018 \u0161ir\u0161\u00ed dosah v Severn\u00ed Americe. Pro zna\u010dku, jej\u00ed\u017e r\u016fstov\u00e9 trhy maj\u00ed v\u00e1hu sm\u011brem k ji\u017en\u00ed Evrop\u011b, ASEAN nebo Latinsk\u00e9 Americe, je \u010dasto bli\u017e\u0161\u00ed MotoGP. <\/p>\n

Provozn\u00ed integra\u010dn\u00ed kapacita.<\/strong> To je hodnota toku m\u016fj F1 3 miliardy dolar\u016f kus argumentoval je nyn\u00ed nejv\u011bt\u0161\u00ed v modern\u00edm sponzoringu. MotoGP m\u00e1 k dispozici t\u00e9m\u011b\u0159 stejnou kapacitu. Partnerstv\u00ed Lenovo-Ducati, kter\u00e9 plat\u00ed jako technologick\u00e9 partnerstv\u00ed od roku 2018 a jako titul\u00e1rn\u00ed sponzor od roku 2021, je funk\u010dn\u00ed \u0161ablona: integrace hardwaru a techniky, B2B pohostinstv\u00ed, spole\u010dn\u011b vyv\u00edjen\u00fd obsah. Architektura ji\u017e existuje. Cenovka za srovnatelnou dohodu je podstatn\u011b ni\u017e\u0161\u00ed. <\/p>\n

Hustota B2B a pohostinstv\u00ed.<\/strong> Program VIP Village v MotoGP p\u0159edstavuje prost\u0159ed\u00ed paddocku, jeho\u017e hustota sponzor\u016f B2B je z obchodn\u00edho hlediska velmi podobn\u00e1 Paddock Clubu F1. MotoGP se li\u0161\u00ed geograficky: program pohostinnosti v Lusailu nebo Mugellu oslovuje jinou skupinu rozhoduj\u00edc\u00edch osob ne\u017e program v Monaku nebo Ab\u00fa Dhab\u00ed, ne men\u0161\u00ed, ale jinou. Pro zna\u010dky, jejich\u017e z\u00e1kladna podnikov\u00fdch z\u00e1kazn\u00edk\u016f se nach\u00e1z\u00ed v kontinent\u00e1ln\u00ed Evrop\u011b a zem\u00edch ASEAN, je to vlastnost, nikoliv chyba. <\/p>\n

Dostupnost z\u00e1sob.<\/strong> Jedn\u00e1 se o bod cenov\u00e9ho cyklu. \u010cty\u0159i nejlep\u0161\u00ed t\u00fdmy F1 maj\u00ed mezi sebou v\u00edce ne\u017e 200 sponzorsk\u00fdch a partnersk\u00fdch vztah\u016f. Exkluzivita v dan\u00e9 kategorii se hled\u00e1 st\u00e1le obt\u00ed\u017en\u011bji. V MotoGP se m\u00edsta pro tov\u00e1rn\u00ed t\u00fdmy p\u0159esunula (Castrol nahradil Repsol u Hondy) nebo z\u016fst\u00e1vaj\u00ed otev\u0159en\u00e1 (Aprilia, kter\u00e1 vede \u0161ampion\u00e1t v roce 2026 bez titul\u00e1rn\u00edho sponzora). Z\u00e1soby pr\u00e9miov\u00fdch sponzor\u016f u hlavn\u00edch tov\u00e1rn\u00edch t\u00fdm\u016f z\u016fst\u00e1vaj\u00ed dostupn\u00e9 bez fronty. Toto okno nez\u016fstane otev\u0159en\u00e9 b\u011bhem obchodn\u00edho cyklu veden\u00e9ho spole\u010dnost\u00ed Liberty. <\/p>\n

P\u011bt chyb, kter\u00fdch se snadno dopust\u00edte p\u0159i porovn\u00e1v\u00e1n\u00ed F1 a MotoGP<\/strong><\/h2>\n
    \n
  1. \u010cten\u00ed cenov\u00e9ho rozd\u00edlu jako rozd\u00edlu v kvalit\u011b.<\/strong> Nen\u00ed. Ceny F1 p\u0159ekro\u010dily hranici efektivity, kterou kupci provozn\u00ed integrace nastavili v\u00fd\u0161e; ceny MotoGP nikoli. Rozd\u00edl je d\u016fsledkem cyklu, nikoli verdiktu o kvalit\u011b aktiv. <\/li>\n
  2. Pova\u017eovat MotoGP za alternativu F1 pro zna\u010dky s omezen\u00fdm rozpo\u010dtem.<\/strong> Toto zar\u00e1mov\u00e1n\u00ed ponech\u00e1v\u00e1 strategick\u00fd p\u0159\u00edpad nevybudovan\u00fd. MotoGP je ve spr\u00e1vn\u00e9m p\u0159\u00edpad\u011b prim\u00e1rn\u00edm doporu\u010den\u00edm, nikoliv n\u00e1hradn\u00edm \u0159e\u0161en\u00edm. <\/li>\n
  3. Stanoven\u00ed ceny MotoGP na z\u00e1klad\u011b historick\u00fdch smluv MotoGP, nikoliv na z\u00e1klad\u011b hodnoty integrace ekvivalentn\u00ed F1.<\/strong> Vyjedn\u00e1v\u00e1n\u00ed o nav\u00fd\u0161en\u00ed z v\u00fdchoz\u00edho stavu v roce 2018 podhodnocuje to, co sou\u010dasn\u00fd majetek p\u0159in\u00e1\u0161\u00ed. Jednejte o architektu\u0159e F1 pro rok 2026; konverzace se posune. <\/li>\n
  4. P\u0159esko\u010den\u00ed konverzace o geografick\u00e9 p\u0159\u00edslu\u0161nosti.<\/strong> Do F1 dnes pat\u0159\u00ed r\u016fstov\u00e1 zna\u010dka pouze z USA; italsko-\u0161pan\u011blsko-asijsk\u00e1 r\u016fstov\u00e1 zna\u010dka \u010dasto pat\u0159\u00ed nejprve do MotoGP. V\u00fdchoz\u00ed pravidlo „v\u011bt\u0161\u00ed \u0161ampion\u00e1t je lep\u0161\u00ed odpov\u011b\u010f“<\/em> stoj\u00ed zna\u010dky skute\u010dn\u00e9 pen\u00edze. <\/li>\n
  5. Zach\u00e1zen\u00ed s oknem inventury jako s trval\u00fdm.<\/strong> „P\u0159\u00ed\u0161t\u00ed rok se pod\u00edv\u00e1me na MotoGP“<\/em> p\u0159edpokl\u00e1d\u00e1, \u017ee dne\u0161n\u00ed ceny se rovnaj\u00ed cen\u00e1m za obnoven\u00ed. Pokud Liberty provede sv\u016fj n\u00e1vod na obchodn\u00ed integraci v MotoGP polovi\u010dn\u00ed rychlost\u00ed ne\u017e v p\u0159\u00edpad\u011b F1, tento p\u0159edpoklad do 24 m\u011bs\u00edc\u016f sel\u017ee. <\/li>\n<\/ol>\n

    Jak spole\u010dnost RTR p\u0159istupuje k rozhodnut\u00ed<\/strong><\/h2>\n

    Metoda m\u00e1 t\u0159i kroky. Pou\u017e\u00edv\u00e1me ji v\u017edy, kdy\u017e zna\u010dka p\u0159edlo\u017e\u00ed ot\u00e1zku F1-nebo-MotoGP. <\/p>\n

    Prvn\u00ed krok – stejn\u00e1 aktiva\u010dn\u00ed m\u0159\u00ed\u017eka, dv\u011b ceny.<\/strong> Pl\u00e1n aktivace zna\u010dky vytv\u00e1\u0159\u00edme tak, jako by m\u011bl b\u00fdt provediteln\u00fd v obou \u0161ampion\u00e1tech. Stejn\u00fd seznam B2B \u00fa\u010dt\u016f, stejn\u00fd kalend\u00e1\u0159 hospitality, stejn\u00e1 architektura dat, stejn\u00fd v\u00fdstup obsahu. Pot\u00e9 jej dvakr\u00e1t prodra\u017e\u00edme, jednou podle cen titul\u00e1rn\u00edho sponzora F1, jednou podle cen titul\u00e1rn\u00edho sponzora MotoGP. V\u00fdstupem je z\u0159\u00eddka 7-10n\u00e1sobn\u00fd rozd\u00edl v n\u00e1kladech; \u010dast\u011bji 4-6n\u00e1sobn\u00fd, jakmile jsou re\u017eijn\u00ed n\u00e1klady na aktivaci konstantn\u00ed. Toto \u010d\u00edslo je skute\u010dn\u00fd rozhodovac\u00ed \u00fadaj. <\/p>\n

    Druh\u00fd krok – geografick\u00e1 a architektonick\u00e1 vhodnost.<\/strong> Zva\u017eujeme r\u016fstov\u00e9 trhy zna\u010dky a jej\u00ed provozn\u00ed architekturu s ohledem na stopu a integra\u010dn\u00ed kapacitu ka\u017ed\u00e9ho \u0161ampion\u00e1tu. Pokud je t\u0159\u00edlet\u00fd pl\u00e1n zna\u010dky Severn\u00ed Amerika siln\u011b zat\u00ed\u017eena kupci podnikov\u00fdch technologi\u00ed, F1 vyhr\u00e1v\u00e1. Pokud je ji\u017en\u00ed Evropa, ASEAN nebo Latinsk\u00e1 Amerika siln\u011b zat\u00ed\u017eena B2B pr\u00e9miov\u00fdmi z\u00e1kazn\u00edky, vyhr\u00e1v\u00e1 MotoGP. Pokud je zna\u010dka multiregion\u00e1ln\u00ed bez jasn\u00e9 v\u00e1hy, obvykle rozhoduje rozd\u00edl v n\u00e1kladech. <\/p>\n

    T\u0159et\u00ed krok – \u010dist\u00fd n\u00e1zor, pak sekvencov\u00e1n\u00ed.<\/strong> \u00dakolem RTR je nab\u00eddnout doporu\u010den\u00ed, nikoli vyv\u00e1\u017een\u00fd seznam v\u00fdhod a nev\u00fdhod. St\u00e1le \u010dast\u011bji v roce 2026 je na\u0161\u00edm doporu\u010den\u00edm pro zna\u010dku s p\u011btilet\u00fdm horizontem vstoupit do MotoGP nyn\u00ed v sou\u010dasn\u00e9m cenov\u00e9m okn\u011b, s explicitn\u00ed mo\u017enost\u00ed p\u0159echodu na F1 ve t\u0159ech a\u017e \u010dty\u0159ech letech<\/strong>, pokud to bude od\u016fvodn\u011bno rozsahem a architekturou zna\u010dky. Opa\u010dn\u00fd postup, tedy nejd\u0159\u00edve F1, pozd\u011bji MotoGP, je dra\u017e\u0161\u00ed p\u0159ibli\u017en\u011b o n\u00e1klady na jeden cel\u00fd smluvn\u00ed cyklus F1. (Struktur\u00e1ln\u00ed p\u0159\u00edpad viz 2026: spr\u00e1vn\u00fd rok pro sponzorov\u00e1n\u00ed MotoGP). <\/p>\n

    Co by m\u011bli CMO ud\u011blat v tomto \u010dtvrtlet\u00ed<\/strong><\/h2>\n

    Vyt\u00e1hn\u011bte \u0159\u00e1dek ze sv\u00e9 sponzorsk\u00e9 strategie na obdob\u00ed 2026-2028, kde je \u0161ampion\u00e1t uveden. Pokud je v \u0159\u00e1dku uvedeno „F1, proto\u017ee je nejv\u011bt\u0161\u00ed“<\/em>, je to odpov\u011b\u010f na rok 2018. Ot\u00e1zka pro rok 2026 zn\u00ed, kter\u00fd \u0161ampion\u00e1t v\u00e1m poskytne integraci, kterou si skute\u010dn\u011b koup\u00edte za cenu, kterou skute\u010dn\u011b zaplat\u00edte. Prove\u010fte v\u00fd\u0161e uveden\u00e9 cvi\u010den\u00ed, stejn\u00fd aktiva\u010dn\u00ed grid, dv\u011b ceny a nechte promluvit srovn\u00e1n\u00ed. <\/p>\n

    Sponzoring je ledovec.<\/strong> Viditeln\u00e9 logo je hrot. V roce 2026 cena tohoto tipu v F1 dohnala hodnotu pod \u010darou ponoru; v MotoGP, jak se mi nab\u00edz\u00ed, je\u0161t\u011b ne. Rozd\u00edl mezi cenou a hodnotou je p\u0159esn\u011b to, co zna\u010dky hledaj\u00ed, kdy\u017e \u0159\u00edkaj\u00ed, \u017ee cht\u011bj\u00ed m\u00edt v motorsportu strategickou pozici. <\/p>\n

    Cena F1 je stanovena jako hotov\u00e9 aktivum. MotoGP je dnes oce\u0148ov\u00e1na jako aktivum ve v\u00fdstavb\u011b. Oboj\u00ed je re\u00e1ln\u00e9. Staveni\u0161t\u011b stoj\u00ed m\u00e9n\u011b a umo\u017e\u0148uje m\u011bnit p\u016fdorys. <\/p>\n

    Posa\u010fte se, uvoln\u011bte se, ale porovn\u00e1vejte v tomto \u010dtvrtlet\u00ed, ne v p\u0159\u00ed\u0161t\u00edm.<\/p>\n","protected":false},"excerpt":{"rendered":"

    P\u0159ed t\u00fddnem jsem napsal, \u017ee Sponzorsk\u00e9 v\u00fddaje Formule 1 p\u0159es\u00e1hnou 3 miliardy dolar\u016f v roce 2026, a to d\u00edky smlouv\u00e1m s technologiemi a um\u011blou inteligenc\u00ed, kter\u00e9 kupuj\u00ed sp\u00ed\u0161e provozn\u00ed integraci ne\u017e um\u00edst\u011bn\u00ed loga. To \u010d\u00edslo je zar\u00e1\u017eej\u00edc\u00ed. Reakce v rozhovorech s klienty byla je\u0161t\u011b zar\u00e1\u017eej\u00edc\u00ed. Zhruba polovina z nich se pt\u00e1: „Jak se tedy dostaneme […]<\/p>\n","protected":false},"author":14,"featured_media":343102,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20277],"tags":[],"class_list":["post-343103","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motogp-10-7"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSponzoring MotoGP vs. F1: co se za tento rozd\u00edl vlastn\u011b d\u00e1 koupit<\/title>\n<meta name=\"description\" content=\"Sponzoring F1 p\u0159es\u00e1hl 3 miliardy dolar\u016f. V MotoGP je to jen zlomek. 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