{"id":343859,"date":"2026-06-03T16:22:46","date_gmt":"2026-06-03T14:22:46","guid":{"rendered":"https:\/\/rtrsports.com\/je-lepsi-sponzorovat-jeden-spickovy-motoristicky-tym-nebo-se-rozdelit-mezi-vice-mensich-tymu-ramec-portfoliove-strategie\/"},"modified":"2026-06-03T16:22:46","modified_gmt":"2026-06-03T14:22:46","slug":"je-lepsi-sponzorovat-jeden-spickovy-motoristicky-tym-nebo-se-rozdelit-mezi-vice-mensich-tymu-ramec-portfoliove-strategie","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/je-lepsi-sponzorovat-jeden-spickovy-motoristicky-tym-nebo-se-rozdelit-mezi-vice-mensich-tymu-ramec-portfoliove-strategie\/","title":{"rendered":"Je lep\u0161\u00ed sponzorovat jeden \u0161pi\u010dkov\u00fd motoristick\u00fd t\u00fdm, nebo se rozd\u011blit mezi v\u00edce men\u0161\u00edch t\u00fdm\u016f? R\u00e1mec portfoliov\u00e9 strategie"},"content":{"rendered":"

Definice: <\/strong>Strategie portfolia sponzoringu v motoristick\u00e9m sportu je z\u00e1m\u011brn\u00e9 rozd\u011blen\u00ed celkov\u00e9ho rozpo\u010dtu zna\u010dky na sponzoring mezi v\u00edce motoristick\u00fdch sport\u016f, t\u00fdm\u016f, s\u00e9ri\u00ed nebo jezdc\u016f, aby se dos\u00e1hlo geografick\u00e9ho dosahu, diverzity publika, zm\u00edrn\u011bn\u00ed rizik a pokryt\u00ed c\u00edl\u016f zna\u010dky, kter\u00e9 nelze zajistit jedinou smlouvou. Nejefektivn\u011bj\u0161\u00ed je, kdy\u017e ka\u017ed\u00e1 pozice nese vlastn\u00ed nez\u00e1visl\u00fd aktiva\u010dn\u00ed rozpo\u010det a odli\u0161n\u00fd obchodn\u00ed c\u00edl. <\/p>\n

Ot\u00e1zka, zda je lep\u0161\u00ed sponzorovat jeden t\u00fdm F1, nebo rozd\u011blit rozpo\u010det mezi v\u00edce objekt\u016f, se objevuje v ur\u010dit\u00e9m bod\u011b cesty zna\u010dky motoristick\u00fdm sportem: po prvn\u00ed dohod\u011b, kdy m\u00e1 zna\u010dka dostatek zku\u0161enost\u00ed, aby pochopila, co objekt p\u0159in\u00e1\u0161\u00ed, a dostatek d\u016fv\u011bry, aby zv\u00e1\u017eila, zda by jin\u00e9 rozd\u011blen\u00ed p\u0159ineslo v\u00edce. P\u0159i zji\u0161\u0165ov\u00e1n\u00ed jak zna\u010dky vyb\u00edraj\u00ed t\u00fdmy v motorsportu<\/u><\/a>, je to ot\u00e1zka strategick\u00e9ho v\u00fdvoje a v\u011bt\u0161ina konkuren\u010dn\u00edch anal\u00fdz ji \u0159e\u0161\u00ed \u0161patn\u011b, bu\u010f jako bin\u00e1rn\u00ed volbu, nebo jako obecn\u00fd argument pro \u0159\u00edzen\u00ed rizik bez specifikace rozpo\u010dtu. <\/p>\n

Tento r\u00e1mec aplikuje \u0161est strategick\u00fdch dimenz\u00ed na rozhodov\u00e1n\u00ed o strategii portfolia sponzoringu v motoristick\u00e9m sportu, mapuje je s ohledem na konkr\u00e9tn\u00ed c\u00edle zna\u010dky a poskytuje konkr\u00e9tn\u00ed prahov\u00e9 hodnoty rozpo\u010dtu, p\u0159i kter\u00fdch m\u00e1 ka\u017ed\u00fd p\u0159\u00edstup skute\u010dn\u00fd obchodn\u00ed smysl.<\/p>\n

 <\/p>\n

TL;DR – 4 faktory, kter\u00e9 rozhoduj\u00ed o jednom t\u00fdmu oproti portfoliu<\/b><\/h3>\n

Faktor 1 – Geografick\u00e9 c\u00edle: Jeden pr\u00e9miov\u00fd t\u00fdm funguje, pokud prioritn\u00ed trh odpov\u00edd\u00e1 prim\u00e1rn\u00edmu publiku seri\u00e1lu; a <\/span>strategie portfolia sponzor\u016f v motorsportu<\/span> funguje, kdy\u017e zna\u010dka pot\u0159ebuje nep\u0159ekr\u00fdvaj\u00edc\u00ed se dosah ve v\u00edce zem\u011bpisn\u00fdch oblastech. <\/span> <\/p>\n

Faktor 2 – Rozpo\u010det: USD s plnou aktivac\u00ed; portfolio vy\u017eaduje minim\u00e1ln\u011b 1 milion USD, p\u0159i\u010dem\u017e ka\u017ed\u00e1 pozice se aktivuje samostatn\u011b. <\/span><\/p>\n

Faktor 3 – tolerance k riziku: <\/span>Diverzifikace sponzoringu motoristick\u00e9ho sportu<\/span> zaji\u0161\u0165uje riziko v\u00fdkonnosti jednoho t\u00fdmu; koncentrace maximalizuje hloubku a integra\u010dn\u00ed hodnotu. <\/span> <\/p>\n

Faktor 4 – Typ c\u00edle: V p\u0159\u00edpad\u011b glob\u00e1ln\u00ed presti\u017ee se up\u0159ednost\u0148uje koncentrace, v p\u0159\u00edpad\u011b pov\u011bdom\u00ed o v\u00edce trz\u00edch se up\u0159ednost\u0148uje portfolio.<\/span><\/p>\n

 <\/p>\n

D\u016fvody pro soust\u0159ed\u011bn\u00ed se na jeden \u0161pi\u010dkov\u00fd motoristick\u00fd t\u00fdm<\/strong><\/h2>\n

Argument o koncentraci v debat\u011b o sponzorov\u00e1n\u00ed jednoho nebo v\u00edce t\u00fdm\u016f F1 m\u00e1 sv\u00e9 ko\u0159eny v hloubce: zna\u010dka, kter\u00e1 soust\u0159ed\u00ed cel\u00fd sv\u016fj rozpo\u010det na motoristick\u00fd sport na jeden t\u00fdm, m\u016f\u017ee dos\u00e1hnout takov\u00e9 \u00farovn\u011b integrace v obsahu vypr\u00e1v\u011bn\u00ed, p\u0159\u00edb\u011bhu in\u017een\u00fdr\u016f, programu pohostinstv\u00ed a obchodn\u00ed identity, kter\u00e1 je struktur\u00e1ln\u011b nemo\u017en\u00e1, pokud je rozpo\u010det rozd\u011blen.<\/p>\n

Na str\u00e1nk\u00e1ch Sponzorsk\u00e9 portfolio Oracle Red Bull Racing<\/u><\/a> je nej\u010dast\u011bji uv\u00e1d\u011bn\u00fdm p\u0159\u00edkladem. Oracle nen\u00ed jen logo na aut\u011b; je vetk\u00e1n do t\u00fdmov\u00e9 in\u017een\u00fdrsk\u00e9 identity, datov\u00e9 architektury, digit\u00e1ln\u00edho obsahu a vypr\u00e1v\u011bn\u00ed p\u0159\u00edb\u011bh\u016f o z\u00e1vodn\u00edch v\u00edkendech zp\u016fsobem, kter\u00fd si vy\u017e\u00e1dal roky a zna\u010dn\u00e9 investice do aktivace. Tuto hloubku nebylo mo\u017en\u00e9 zopakovat se stejn\u00fdm rozpo\u010dtem na dvou p\u0159idru\u017een\u00fdch pozic\u00edch v r\u016fzn\u00fdch s\u00e9ri\u00edch. <\/p>\n

Stejn\u00e1 logika plat\u00ed i pro HP Ferrari a Mastercard McLaren, co\u017e jsou partnerstv\u00ed definuj\u00edc\u00ed kategorii, jejich\u017e hodnota vych\u00e1z\u00ed z hloubky integrace, nikoli z \u0161\u00ed\u0159e distribuce. Aby bylo mo\u017en\u00e9 zjistit, jak jsou tyto konfigurace na vysok\u00e9 \u00farovni finan\u010dn\u011b srovnateln\u00e9, zna\u010dky \u010dasto vyu\u017e\u00edvaj\u00ed tzv. kalkula\u010dku sponzoringu Formule 1<\/u><\/a> a zmapovat v\u00fddaje. <\/p>\n

Koncentrace p\u0159in\u00e1\u0161\u00ed p\u011bt struktur\u00e1ln\u00edch v\u00fdhod oproti distribuci: siln\u011bj\u0161\u00ed a jasn\u011bj\u0161\u00ed exkluzivitu kategorie, maxim\u00e1ln\u00ed presti\u017e zna\u010dky, nejhlub\u0161\u00ed vztah B2B s pohostinstv\u00edm, vy\u0161\u0161\u00ed medi\u00e1ln\u00ed hodnotu na dolar v konkuren\u010dn\u00edm t\u00fdmu a ni\u017e\u0161\u00ed n\u00e1klady na \u0159\u00edzen\u00ed. Nese s sebou jedno v\u00fdznamn\u00e9 riziko: pln\u00e9 vystaven\u00ed \u0159\u00edzen\u00ed rizik sponzoringu motoristick\u00e9ho sportu v\u00fdkyv\u016fm ve v\u00fdkonnosti jednotliv\u00fdch t\u00fdm\u016f. Toto riziko lze \u010d\u00e1ste\u010dn\u011b zm\u00edrnit prost\u0159ednictv\u00edm v\u00fdkonnostn\u00edch dolo\u017eek, ale nelze ho v r\u00e1mci koncentrovan\u00e9 strategie eliminovat. <\/p>\n

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D\u016fvody pro rozd\u011blen\u00ed do v\u00edce men\u0161\u00edch t\u00fdm\u016f nebo s\u00e9ri\u00ed<\/strong><\/h2>\n

Strategie sponzoringu v\u00edce t\u00fdm\u016f a v\u00edce s\u00e9ri\u00ed v motoristick\u00e9m sportu se st\u00e1vaj\u00ed p\u0159esv\u011bd\u010div\u00fdmi za t\u0159\u00ed podm\u00ednek: kdy\u017e obchodn\u00ed c\u00edle zna\u010dky vy\u017eaduj\u00ed nep\u0159ekr\u00fdvaj\u00edc\u00ed se geografick\u00fd dosah, kter\u00fd jedna s\u00e9rie nem\u016f\u017ee zajistit; kdy\u017e tolerance rizika \u010din\u00ed nep\u0159ijateln\u00fdm vystaven\u00ed v\u00fdkonnosti jednoho t\u00fdmu; a kdy\u017e m\u00e1 zna\u010dka dostate\u010dn\u00fd celkov\u00fd rozpo\u010det, aby mohla aktivovat ka\u017edou pozici samostatn\u011b na smyslupln\u00e9 \u00farovni.<\/p>\n

Argument geografick\u00e9 diverzifikace je nejsiln\u011bj\u0161\u00ed ve srovn\u00e1n\u00ed F1 + MotoGP. F1 p\u0159in\u00e1\u0161\u00ed nejvy\u0161\u0161\u00ed celosv\u011btovou medi\u00e1ln\u00ed hodnotu, kter\u00e1 je obzvl\u00e1\u0161t\u011b siln\u00e1 v Evrop\u011b, Americe a na St\u0159edn\u00edm v\u00fdchod\u011b. Zat\u00edmco p\u0159i pohledu na program p\u0159\u00edm\u00fdch p\u0159enos\u016f, jako je nap\u0159. kalend\u00e1\u0159 z\u00e1vod\u016f MotoGP na rok 2026<\/u><\/a> zd\u016fraz\u0148uje hlubokou penetraci v Indon\u00e9sii, Malajsii, Thajsku, Japonsku a \u0160pan\u011blsku, kde je p\u0159\u00edtomnost F1 slab\u0161\u00ed a kde je publikum MotoGP hluboce loaj\u00e1ln\u00ed ke zna\u010dce. <\/p>\n

Zna\u010dka, kter\u00e1 se zam\u011b\u0159uje na jihov\u00fdchodn\u00ed Asii i na evropsk\u00e9 publikum, dosahuje skute\u010dn\u00e9ho n\u00e1r\u016fstu dosahu d\u00edky strategii sponzoringu dvou s\u00e9ri\u00ed motorsportu, nikoliv d\u00edky duplikaci frekvenc\u00ed. Tento p\u0159\u00edstup umo\u017e\u0148uje zna\u010dk\u00e1m odemknout r\u016fznorod\u00e9 v\u00fdhody sponzoringu motoristick\u00e9ho sportu<\/u><\/a> nap\u0159\u00ed\u010d velmi odli\u0161n\u00fdmi demografick\u00fdmi skupinami. <\/p>\n

Argument diverzifikace sponzoringu v motorsportu se vztahuje na rozd\u011blen\u00ed rozpo\u010dtu na \u00farovni t\u00fdm\u016f v r\u00e1mci seri\u00e1lu, kdy se rozpo\u010det rozd\u011bl\u00ed mezi dva t\u00fdmy st\u0159edn\u00ed \u00farovn\u011b, m\u00edsto aby se soust\u0159edil na jeden. To zaji\u0161\u0165uje riziko zm\u011bny jezdce a poklesu v\u00fdkonnosti za cenu sn\u00ed\u017een\u00ed hloubky jednotliv\u00fdch pozic. Nejv\u00edce obhajiteln\u00e9 je to u zna\u010dek, jejich\u017e prim\u00e1rn\u00edm c\u00edlem je p\u0159\u00edtomnost v kategorii, nikoli hlubok\u00e1 integrace p\u0159\u00edb\u011bhu zna\u010dky. <\/p>\n

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Srovn\u00e1vac\u00ed r\u00e1mec: 6 strategick\u00fdch dimenz\u00ed<\/strong><\/h2>\n\n\n\n\n\n\n\n\n\n
Strategick\u00fd rozm\u011br<\/b><\/td>\nJeden pr\u00e9miov\u00fd t\u00fdm<\/b><\/td>\nPortfolio nap\u0159\u00ed\u010d v\u00edce t\u00fdmy\/seriemi<\/b><\/td>\n<\/tr>\n
Geografick\u00fd dosah<\/span><\/td>\nHlubok\u00e1 penetrace na hlavn\u00edch trz\u00edch seri\u00e1lu (F1: celosv\u011btov\u011b; MotoGP: asijsk\u00e9 a evropsk\u00e9 trhy).<\/span><\/td>\nDosah na v\u00edce trh\u016f – F1 + MotoGP pokr\u00fdvaj\u00ed sou\u010dasn\u011b nep\u0159ekr\u00fdvaj\u00edc\u00ed se publikum<\/span><\/td>\n<\/tr>\n
Asociace presti\u017ee zna\u010dky<\/span><\/td>\nMaxim\u00e1ln\u00ed presti\u017e z jednoho t\u00fdmov\u00e9ho p\u0159\u00edb\u011bhu – hlubok\u00e1 integrace b\u011bhem n\u011bkolika sez\u00f3n<\/span><\/td>\nDistribuovan\u00e1 asociace – ka\u017ed\u00fd objekt p\u0159id\u00e1v\u00e1 jeden prvek, nikoliv jeden dominantn\u00ed narativ.<\/span><\/td>\n<\/tr>\n
Hloubka aktivace na pozici<\/span><\/td>\nHlubok\u00e1 integrace: obsahov\u00e9 vypr\u00e1v\u011bn\u00ed, technick\u00fd p\u0159\u00edb\u011bh, pohostinnost, dealersk\u00fd program – v\u0161e v jednom kontextu.<\/span><\/td>\nAktivace na ka\u017ed\u00e9 pozici je \u0159id\u0161\u00ed; ka\u017ed\u00e1 vlastnost vy\u017eaduje vlastn\u00ed vyhrazen\u00fd aktiva\u010dn\u00ed rozpo\u010det, aby mohla fungovat<\/span><\/td>\n<\/tr>\n
Ochrana exkluzivity kategorie<\/span><\/td>\nJedin\u00e1 siln\u00e1 exkluzivita v jedn\u00e9 pr\u00e9miov\u00e9 nemovitosti<\/span><\/td>\nV\u00edce exkluzivit nap\u0159\u00ed\u010d \u0159adami – konkurenti blokovan\u00ed ve v\u00edce vlastnostech sou\u010dasn\u011b<\/span><\/td>\n<\/tr>\n
\u0158\u00edzen\u00ed rizik<\/span><\/td>\nPln\u00e1 expozice v\u016f\u010di odchylk\u00e1m ve v\u00fdkonnosti jednoho t\u00fdmu – \u0159\u00edzen\u00ed rizik sponzoringu v motoristick\u00e9m sportu se vztahuje v\u00fdhradn\u011b na jeden majetek.<\/span><\/td>\nRozlo\u017een\u00ed v\u00fdkonnostn\u00edho rizika – pokles v\u00fdkonnosti jednoho t\u00fdmu neovliv\u0148uje pozice v jin\u00fdch s\u00e9ri\u00edch<\/span><\/td>\n<\/tr>\n
Efektivita rozpo\u010dtu<\/span><\/td>\nJedna transakce; ni\u017e\u0161\u00ed transak\u010dn\u00ed n\u00e1klady a n\u00e1klady na spr\u00e1vu; vy\u0161\u0161\u00ed hodnota na pozici<\/span><\/td>\nV\u00edce transakc\u00ed; vy\u0161\u0161\u00ed re\u017eijn\u00ed n\u00e1klady na \u0159\u00edzen\u00ed; ka\u017ed\u00e1 pozice mus\u00ed samostatn\u011b od\u016fvodnit sv\u016fj aktiva\u010dn\u00ed rozpo\u010det.<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Z t\u011bchto \u0161esti dimenz\u00ed vypl\u00fdvaj\u00ed t\u0159i z\u00e1v\u011bry. Zna\u010dky, jejich\u017e prim\u00e1rn\u00edm c\u00edlem je glob\u00e1ln\u00ed presti\u017en\u00ed asociace a hlubok\u00e1 aktivace B2B, by se m\u011bly soust\u0159edit. Zna\u010dky, jejich\u017e prim\u00e1rn\u00edm c\u00edlem je multigeografick\u00fd dosah nebo \u0159\u00edzen\u00ed rizik sponzoringu v motoristick\u00e9m sportu, by m\u011bly distribuovat, ale pouze nad rozpo\u010dtovou hranic\u00ed, kdy lze ka\u017edou pozici aktivovat samostatn\u011b. Zna\u010dky pod touto hranic\u00ed by se m\u011bly soust\u0159edit: nedostate\u010dn\u011b aktivovan\u00e9 portfolio diverzifikace sponzoringu motoristick\u00e9ho sportu p\u0159in\u00e1\u0161\u00ed v ka\u017ed\u00e9m sc\u00e9n\u00e1\u0159i hor\u0161\u00ed v\u00fdnosy ne\u017e dob\u0159e aktivovan\u00e1 koncentrovan\u00e1 pozice. To je z\u00e1sadn\u00ed pro pochopen\u00ed jak funguje sponzoring v motorsportu<\/u><\/a> jako udr\u017eiteln\u00fd marketingov\u00fd motor. <\/p>\n

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Jak vytvo\u0159it portfolio sponzor\u016f v motoristick\u00e9m sportu od nuly<\/strong><\/h2>\n

Strategie portfolia sponzor\u016f v motorsportu nen\u00ed v\u00fdchoz\u00edm bodem, ale v\u00fdvojem. V\u011bt\u0161ina zna\u010dek s \u00fasp\u011b\u0161n\u00fdm portfoliem v\u00edce seri\u00e1l\u016f za\u010dala s jednou soust\u0159ed\u011bnou pozic\u00ed, vyu\u017eila ji k rozvoji organiza\u010dn\u00edch schopnost\u00ed a znalost\u00ed trhu a z pozice zku\u0161enost\u00ed vybudovala portfolio. Vstupovat do strategie sponzoringu v\u00edce t\u00fdm\u016f v motoristick\u00e9m sportu bez p\u0159edchoz\u00edho provozov\u00e1n\u00ed jedin\u00e9 smlouvy je ekvivalentn\u00ed spr\u00e1v\u011b portfolia dluhopis\u016f, ani\u017e byste m\u011bli v dr\u017een\u00ed dluhopis. <\/p>\n

R\u00e1mec \u010dty\u0159 krok\u016f: <\/strong><\/h3>\n
    \n
  1. Definujte prioritn\u00ed geografick\u00e9 trhy a konkr\u00e9tn\u011b na nich zmapujte c\u00edlov\u00e9 skupiny.<\/li>\n
  2. Stanovte celkov\u00fd rozpo\u010det na pr\u00e1va a ur\u010dete minim\u00e1ln\u00ed smyslupln\u00e9 v\u00fddaje pro aktivaci sportovn\u00edho sponzoringu<\/u><\/a> na jednu smlouvu. Pom\u011br 2:1 USD mus\u00ed platit nez\u00e1visle pro ka\u017edou pozici. <\/li>\n
  3. Mapovat exkluzivitu kategorie ve v\u0161ech kandid\u00e1tsk\u00fdch \u0159ad\u00e1ch sou\u010dasn\u011b, nez\u00e1visl\u00e1 agentura nebo specializovan\u00e1 agentura. agentura pro licencov\u00e1n\u00ed sportovn\u00edch zna\u010dek<\/u><\/a> udr\u017euje tyto informace v re\u00e1ln\u00e9m \u010dase, a to bez jak\u00fdchkoli n\u00e1klad\u016f pro zna\u010dku na stran\u011b dohody.<\/li>\n
  4. P\u0159i\u0159azen\u00ed rozpo\u010dtu s prim\u00e1rn\u00ed kotvou (\u0159ada s nejvy\u0161\u0161\u00ed hodnotou jedn\u00e9 vlastnosti) N\u00e1vratnost investic do sponzoringu v motoristick\u00e9m sportu<\/u><\/a> pro prim\u00e1rn\u00ed c\u00edl zna\u010dky) a sekund\u00e1rn\u00edmi pozicemi, kter\u00e9 roz\u0161i\u0159uj\u00ed dosah na sousedn\u00ed publikum.<\/li>\n<\/ol>\n

     <\/p>\n

    Prahov\u00e9 hodnoty rozpo\u010dtu: Kdy m\u00e1 kter\u00e1 strategie smysl?<\/strong><\/h2>\n\n\n\n\n\n\n\n
    Celkov\u00fd rozpo\u010det<\/b><\/td>\nDoporu\u010den\u00fd p\u0159\u00edstup<\/b><\/td>\nP\u0159\u00edklad p\u0159id\u011blen\u00ed<\/b><\/td>\n<\/tr>\n
    Pod 1 milion dolar\u016f<\/span><\/td>\nSoust\u0159e\u010fte se na jednu s\u00e9rii. Portfolio pod 1 milion dolar\u016f nedostate\u010dn\u011b aktivuje ka\u017edou pozici. <\/span><\/td>\nJedin\u00e1 p\u0159idru\u017een\u00e1 pozice v MotoGP, NASCAR nebo WEC s pln\u00fdm aktiva\u010dn\u00edm pom\u011brem 2:1 USD.<\/span><\/td>\n<\/tr>\n
    1 A\u017d 3 MILIONY DOLAR\u016e<\/span><\/td>\nJedna prim\u00e1rn\u00ed kotva + jedna sekund\u00e1rn\u00ed pozice, pokud c\u00edle vy\u017eaduj\u00ed dosah na v\u00edce trh\u016f<\/span><\/td>\n2 miliony dolar\u016f v jedn\u00e9 p\u0159idru\u017een\u00e9 spole\u010dnosti F1 + 1 milion dolar\u016f v jedn\u00e9 p\u0159idru\u017een\u00e9 spole\u010dnosti MotoGP – r\u016fzn\u00e9 geografick\u00e9 oblasti publika<\/span><\/td>\n<\/tr>\n
    3-10 MILION\u016e DOLAR\u016e<\/span><\/td>\nSkute\u010dn\u00e9 portfolio dvou s\u00e9ri\u00ed – F1 + NASCAR pro USA + glob\u00e1ln\u00ed nebo F1 + MotoGP pro Asii + glob\u00e1ln\u00ed.<\/span><\/td>\n5 milion\u016f dolar\u016f na p\u0159idru\u017eenou spole\u010dnost F1 + 3 miliony dolar\u016f na p\u0159idru\u017eenou spole\u010dnost MotoGP + 2 miliony dolar\u016f na aktivaci ka\u017ed\u00e9 dohody.<\/span><\/td>\n<\/tr>\n
    $10M+<\/span><\/td>\nStrategie kompletn\u00edho portfolia sponzor\u016f v motoristick\u00e9m sportu – v\u00edce s\u00e9ri\u00ed, p\u0159\u00edpadn\u011b v\u00edce t\u00fdm\u016f v r\u00e1mci jedn\u00e9 s\u00e9rie<\/span><\/td>\nHlavn\u00ed spole\u010dnost F1 + p\u0159idru\u017een\u00e1 spole\u010dnost MotoGP + p\u0159idru\u017een\u00e1 spole\u010dnost WEC – t\u0159i r\u016fzn\u00e9 profily publika, t\u0159i exkluzivity<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

     <\/p>\n

    \u010casto kladen\u00e9 ot\u00e1zky<\/b><\/h2>\n
    \n
    \n

    M\u011bla by zna\u010dka sponzorovat jeden pr\u00e9miov\u00fd motoristick\u00fd t\u00fdm, nebo v\u00edce men\u0161\u00edch t\u00fdm\u016f?<\/b><\/h3>\n
    \n

    Z\u00e1le\u017e\u00ed na c\u00edlech. Zna\u010dky, kter\u00e9 usiluj\u00ed o hlubokou presti\u017en\u00ed asociaci a p\u0159\u00edstup k pohostinstv\u00ed B2B, maj\u00ed prosp\u011bch z koncentrace na jeden pr\u00e9miov\u00fd t\u00fdm. Zna\u010dky s v\u00edce geografick\u00fdmi c\u00edli nebo ty, kter\u00e9 pot\u0159ebuj\u00ed diverzifikaci sponzoringu motoristick\u00e9ho sportu, maj\u00ed prosp\u011bch z portfolia, ale pouze nad rozpo\u010dtovou hranic\u00ed, kde lze ka\u017edou pozici aktivovat samostatn\u011b. <\/p>\n<\/div>\n<\/div>\n<\/div>\n

    \n

    Jak\u00e1 je strategie portfolia sponzor\u016f v motorsportu?<\/b><\/h3>\n
    \n

    Strategie portfolia sponzoringu v motoristick\u00e9m sportu je z\u00e1m\u011brn\u00e9 rozd\u011blen\u00ed celkov\u00e9ho rozpo\u010dtu na sponzoring zna\u010dky mezi v\u00edce motoristick\u00fdch sport\u016f, t\u00fdm\u016f, s\u00e9ri\u00ed nebo jezdc\u016f, aby se dos\u00e1hlo geografick\u00e9ho dosahu, diverzity publika, zm\u00edrn\u011bn\u00ed rizik a pokryt\u00ed c\u00edl\u016f zna\u010dky, kter\u00e9 nelze zajistit jedinou smlouvou. Nejefektivn\u011bj\u0161\u00ed je, kdy\u017e ka\u017ed\u00e1 pozice nese vlastn\u00ed nez\u00e1visl\u00fd aktiva\u010dn\u00ed rozpo\u010det. <\/p>\n<\/div>\n<\/div>\n

    \n

    Je v motorsportu riskantn\u011bj\u0161\u00ed sponzorovat jeden t\u00fdm nebo v\u00edce t\u00fdm\u016f?<\/b><\/h3>\n
    \n

    Soust\u0159ed\u011bn\u00ed se na jeden t\u00fdm s sebou nese vy\u0161\u0161\u00ed jednobodov\u00e9 riziko, pokud se v\u00fdkonnost t\u00fdmu sn\u00ed\u017e\u00ed, cel\u00e1 investice se sou\u010dasn\u011b zhor\u0161\u00ed. Sponzorstv\u00ed v\u00edce t\u00fdm\u016f v motoristick\u00e9m sportu toto riziko rozkl\u00e1d\u00e1, ale vy\u017eaduje, aby ka\u017ed\u00e1 pozice byla aktivov\u00e1na samostatn\u011b. \u017d\u00e1dn\u00fd z t\u011bchto model\u016f riziko neeliminuje, jen ho r\u016fzn\u011b rozd\u011bluje. <\/p>\n<\/div>\n<\/div>\n

    \n

    M\u016f\u017ee zna\u010dka sponzorovat F1 i MotoGP sou\u010dasn\u011b?<\/b><\/h3>\n
    \n

    Ano – sponzoring v\u00edce s\u00e9ri\u00ed je rostouc\u00ed strategi\u00ed sponzoringu v motorsportu, zejm\u00e9na u zna\u010dek zam\u011b\u0159en\u00fdch na evropsk\u00e9 a asijsk\u00e9 trhy. F1 p\u0159in\u00e1\u0161\u00ed nejvy\u0161\u0161\u00ed glob\u00e1ln\u00ed medi\u00e1ln\u00ed hodnotu, zat\u00edmco MotoGP poskytuje hlubok\u00fd pr\u016fnik do Indon\u00e9sie, Malajsie, Thajska a Japonska. Tato kombinace pokr\u00fdv\u00e1 publikum, kter\u00e9 \u017e\u00e1dn\u00e1 ze s\u00e9ri\u00ed nezasahuje samostatn\u011b. <\/p>\n<\/div>\n<\/div>\n

    \n

    Jak velk\u00fd rozpo\u010det je pot\u0159eba na provoz portfolia sponzor\u016f v motorsportu?<\/b><\/h3>\n
    \n

    Minim\u00e1ln\u00ed efektivn\u00ed portfolio vy\u017eaduje zhruba 1 milion dolar\u016f ve dvou s\u00e9ri\u00edch, co\u017e sta\u010d\u00ed na udr\u017een\u00ed pozice 300-500 tis\u00edc dolar\u016f v ka\u017ed\u00e9 z nich s aktiva\u010dn\u00edm pom\u011brem 2:1 dolaru. Pod 1 milion dolar\u016f se up\u0159ednost\u0148uje zkoum\u00e1n\u00ed r\u016fzn\u00fdch typ\u016f sponzoringu motoristick\u00fdch sport\u016f pod jednou hlavi\u010dkou, proto\u017ee diverzifikace nedostate\u010dn\u011b aktivuje ka\u017edou pozici. V rozmez\u00ed 3-10 milion\u016f dolar\u016f za\u010d\u00edn\u00e1 model portfolia p\u0159in\u00e1\u0161et podstatn\u011b lep\u0161\u00ed v\u00fdnosy ne\u017e jedin\u00e1 koncentrovan\u00e1 pozice. <\/p>\n<\/div>\n<\/div>\n

     <\/p>\n

    Funkce nez\u00e1visl\u00e9 agentury v \u0159\u00edzen\u00ed portfolia<\/strong><\/h2>\n

    Spr\u00e1va portfolia sponzorsk\u00fdch strategi\u00ed v motoristick\u00e9m sportu zvy\u0161uje slo\u017eitost, kterou \u0159e\u0161\u00ed nez\u00e1visl\u00e9 zastoupen\u00ed. Zna\u010dka, kter\u00e1 spravuje dv\u011b nebo t\u0159i s\u00e9rie sou\u010dasn\u011b, pot\u0159ebuje v re\u00e1ln\u00e9m \u010dase informace o dostupn\u00fdch z\u00e1sob\u00e1ch, stavu exkluzivity kategorie, ocen\u011bn\u00ed smluv, rozd\u011blen\u00ed aktiva\u010dn\u00edch zdroj\u016f mezi v\u00edce t\u00fdm\u016f a r\u00e1mce m\u011b\u0159en\u00ed v\u00fdkonnosti, kter\u00e9 mohou porovn\u00e1vat n\u00e1vratnost investic v r\u016fzn\u00fdch s\u00e9ri\u00edch. <\/p>\n

    Nez\u00e1visl\u00e1 agentura udr\u017euje tuto infrastrukturu jako svou hlavn\u00ed funkci, co\u017e je p\u0159esn\u011b ten d\u016fvod, pro\u010d se modern\u00ed zna\u010dky rozhoduj\u00ed pro. najmout sportovn\u00edho marketingov\u00e9ho poradce pro sponzoring<\/u><\/a>. Proto\u017ee provizi agentu\u0159e plat\u00ed t\u00fdm, nestoj\u00ed tento komplexn\u00ed dohled zna\u010dku na stran\u011b dohody nic. <\/p>\n

    Spole\u010dnost RTR Sports Marketing spravuje portfolia sponzor\u016f v motoristick\u00e9m sportu v s\u00e9ri\u00edch F1, MotoGP, NASCAR, WEC, Formule E a dal\u0161\u00edch. Pokud vyhodnocujete strategii portfolia nebo zva\u017eujete roz\u0161\u00ed\u0159en\u00ed z jedn\u00e9 s\u00e9rie, spr\u00e1vn\u00fdm v\u00fdchoz\u00edm bodem je nez\u00e1visl\u00e9 posouzen\u00ed dostupn\u00fdch mo\u017enost\u00ed s ohledem na v\u00e1\u0161 rozpo\u010det a c\u00edle. <\/p>\n","protected":false},"excerpt":{"rendered":"

    Definice: Strategie portfolia sponzoringu v motoristick\u00e9m sportu je z\u00e1m\u011brn\u00e9 rozd\u011blen\u00ed celkov\u00e9ho rozpo\u010dtu zna\u010dky na sponzoring mezi v\u00edce motoristick\u00fdch sport\u016f, t\u00fdm\u016f, s\u00e9ri\u00ed nebo jezdc\u016f, aby se dos\u00e1hlo geografick\u00e9ho dosahu, diverzity publika, zm\u00edrn\u011bn\u00ed rizik a pokryt\u00ed c\u00edl\u016f zna\u010dky, kter\u00e9 nelze zajistit jedinou smlouvou. Nejefektivn\u011bj\u0161\u00ed je, kdy\u017e ka\u017ed\u00e1 pozice nese vlastn\u00ed nez\u00e1visl\u00fd aktiva\u010dn\u00ed rozpo\u010det a odli\u0161n\u00fd obchodn\u00ed c\u00edl. […]<\/p>\n","protected":false},"author":2,"featured_media":343843,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20231],"tags":[],"class_list":["post-343859","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motorsport-cs"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSponzorovat jeden \u0161pi\u010dkov\u00fd t\u00fdm, nebo se rozd\u011blit mezi v\u00edce t\u00fdm\u016f? Strategick\u00fd r\u00e1mec portfolia motorsportu<\/title>\n<meta name=\"description\" content=\"Soust\u0159ed\u011bn\u00ed rozpo\u010dtu na jeden pr\u00e9miov\u00fd t\u00fdm nebo rozd\u011blen\u00ed mezi v\u00edce men\u0161\u00edch t\u00fdm\u016f, kter\u00e1 strategie sponzoringu v motorsportu p\u0159in\u00e1\u0161\u00ed lep\u0161\u00ed n\u00e1vratnost investic? 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