{"id":343892,"date":"2026-06-04T12:23:45","date_gmt":"2026-06-04T10:23:45","guid":{"rendered":"https:\/\/rtrsports.com\/proc-hlavni-znacky-v-roce-2026-prechazeji-z-jednoletych-na-trilete-sponzorske-smlouvy-v-motoristickem-sportu\/"},"modified":"2026-06-04T12:23:45","modified_gmt":"2026-06-04T10:23:45","slug":"proc-hlavni-znacky-v-roce-2026-prechazeji-z-jednoletych-na-trilete-sponzorske-smlouvy-v-motoristickem-sportu","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/proc-hlavni-znacky-v-roce-2026-prechazeji-z-jednoletych-na-trilete-sponzorske-smlouvy-v-motoristickem-sportu\/","title":{"rendered":"Pro\u010d hlavn\u00ed zna\u010dky v roce 2026 p\u0159ech\u00e1zej\u00ed z jednolet\u00fdch na t\u0159\u00edlet\u00e9 sponzorsk\u00e9 smlouvy v motoristick\u00e9m sportu?"},"content":{"rendered":"<p><strong>Definice: <\/strong>Od ro\u010dn\u00edch smluv se li\u0161\u00ed exkluzivitou v dan\u00e9 kategorii, kontinuitou a mechanismem skl\u00e1d\u00e1n\u00ed n\u00e1vratnosti investic, d\u00edky n\u011bmu\u017e jsou v\u00fdnosy z 2. a 3. roku podstatn\u011b vy\u0161\u0161\u00ed ne\u017e z 1. roku.<\/p>\n<p>Komer\u010dn\u00ed logika ro\u010dn\u00edch v\u00edcelet\u00fdch sponzorsk\u00fdch smluv v motorsportu, nebo sp\u00ed\u0161e jejich absence, byla v\u017edy sp\u00ed\u0161e kompromisem ne\u017e strategi\u00ed. Kr\u00e1tkodob\u00e9 z\u00e1vazky poskytovaly flexibilitu, ale zni\u010dily mechanismus skl\u00e1d\u00e1n\u00ed, kter\u00fd \u010din\u00ed sponzoring motoristick\u00e9ho sportu komer\u010dn\u011b produktivn\u00edm. V roce 2026 vytvo\u0159ila specifick\u00e1 kombinace struktur\u00e1ln\u00edch tr\u017en\u00edch faktor\u016f podm\u00ednky, v nich\u017e jsou nyn\u00ed dlouhodob\u00e9 sponzorsk\u00e9 smlouvy v motorsportu komer\u010dn\u011b v\u00fdhodn\u011bj\u0161\u00ed ne\u017e ro\u010dn\u00ed smlouvy, a to zp\u016fsobem, kter\u00fd je m\u011b\u0159iteln\u00fd a obhajiteln\u00fd pro finan\u010dn\u00ed \u0159editele.  <\/p>\n<p>Zna\u010dky, kter\u00e9 si to uv\u011bdomily, podepsaly t\u0159\u00edlet\u00e9 smlouvy p\u0159ed sez\u00f3nou 2026 a nyn\u00ed jsou v\u00e1z\u00e1ny ni\u017e\u0161\u00edmi ne\u017e tr\u017en\u00edmi sazbami v dob\u011b, kdy n\u00e1klady na sponzoring rostou. Zna\u010dky, kter\u00e9 st\u00e1le vyu\u017e\u00edvaj\u00ed ro\u010dn\u00ed cykly, obnovuj\u00ed smlouvy za vy\u0161\u0161\u00ed ceny, ne\u017e by platily p\u0159ed dvan\u00e1cti m\u011bs\u00edci. Tento \u010dl\u00e1nek vysv\u011btluje p\u011bt struktur\u00e1ln\u00edch d\u016fvod\u016f, pro\u010d zna\u010dky podepisuj\u00ed v\u00edcelet\u00e9 smlouvy v motoristick\u00e9m sportu v roce 2026, jak strukturovat v\u00edceletou smlouvu, abyste ochr\u00e1nili riziko poklesu, a nej\u010dast\u011bj\u0161\u00ed ot\u00e1zky, na kter\u00e9 se CMO na stran\u011b zna\u010dek nej\u010dast\u011bji ptaj\u00ed.  <\/p>\n<p>&nbsp;<\/p>\n<h3><b>TL;DR &#8211; 3 struktur\u00e1ln\u00ed d\u016fvody, pro\u010d v roce 2026 v\u00edt\u011bz\u00ed v\u00edcelet\u00e9 smlouvy<\/b><\/h3>\n<ol>\n<li> <span style=\"font-weight: 400;\"> Cenov\u00e1 okna p\u0159ed resetem: \u00e9ra regulace F1 2026 a <\/span><span style=\"font-weight: 400;\">P\u0159\u00edle\u017eitost pro sponzoring MotoGP v roce 2027<\/span><span style=\"font-weight: 400;\"> p\u0159ece\u0148uj\u00ed z\u00e1soby sm\u011brem nahoru &#8211; zna\u010dky, kter\u00e9 se uzamkly p\u0159ed resetem, se vyhnuly pr\u00e9mii z nov\u00e9 \u00e9ry.<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> <\/span><span style=\"font-weight: 400;\">N\u00e1vratnost investic do sponzorstv\u00ed v motoristick\u00e9m sportu &#8211; v\u00edcelet\u00e9 vs. ro\u010dn\u00ed<\/span><span style=\"font-weight: 400;\">: V roce 2 a 3 je v\u00fdnos na dolar podstatn\u011b vy\u0161\u0161\u00ed p\u0159i stejn\u00e9 aktiva\u010dn\u00ed investici. Slo\u017een\u00fd mechanismus funguje pouze v   <\/span><span style=\"font-weight: 400;\">v\u00edcelet\u00e9 sponzorsk\u00e9 smlouvy v motorsportu<\/span><span style=\"font-weight: 400;\">. <\/span> <\/li>\n<li>Stabilita seri\u00e1l\u016f: dohoda o statutu NASCAR (prosinec 2025) a profesionalizace MotoGP spole\u010dnost\u00ed Liberty Media podporuj\u00ed <span>dlouhodob\u00e9 sponzorsk\u00e9 smlouvy v motorsportu<\/span><span> se struktur\u00e1ln\u00ed jistotou, kter\u00e1 d\u0159\u00edve nebyla k dispozici pod elitn\u00ed \u00farovn\u00ed.<\/span><\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<h2><strong>Kl\u00ed\u010dov\u00e9 poznatky<\/strong><\/h2>\n<ul>\n<li>V\u00edcelet\u00e9 smlouvy o sponzoringu motoristick\u00e9ho sportu p\u0159in\u00e1\u0161ej\u00ed podstatn\u011b lep\u0161\u00ed n\u00e1vratnost investic ne\u017e po sob\u011b jdouc\u00ed ro\u010dn\u00ed smlouvy se stejnou sazbou za pr\u00e1va. D\u016fvodem je slo\u017een\u00fd mechanismus <\/li>\n<li>P\u011bt struktur\u00e1ln\u00edch sil v roce 2026 \u010din\u00ed dlouhodob\u00e9 sponzorsk\u00e9 smlouvy v motorsportu komer\u010dn\u011b v\u00fdhodn\u011bj\u0161\u00edmi: p\u0159edem stanoven\u00e9 ceny, slo\u017een\u00ed n\u00e1vratnosti investic, stabilita s\u00e9rie, ochrana exkluzivity kategorie a po\u017eadavky na aktiva\u010dn\u00ed architekturu.<\/li>\n<li>Struktura sponzorsk\u00fdch smluv v motoristick\u00e9m sportu 2026 je specifick\u00e1 pro tento okam\u017eik, nebude znovu otev\u0159ena, jakmile bude vytvo\u0159en konkuren\u010dn\u00ed \u0159\u00e1d v nov\u00e9 regula\u010dn\u00ed \u00e9\u0159e.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><strong>D\u016fvod 1: P\u0159edb\u011b\u017en\u011b nastaven\u00e1 cenov\u00e1 okna v MotoGP a F1<\/strong><\/h2>\n<p>Sez\u00f3na formule 1 v roce 2026 p\u0159edstavuje nejv\u00fdznamn\u011bj\u0161\u00ed technickou zm\u011bnu v historii tohoto sportu. Obchodn\u00ed okna kolem regula\u010dn\u00edch obdob\u00ed se \u0159\u00edd\u00ed p\u0159edv\u00eddateln\u00fdm vzorcem: ceny jsou nejist\u011bj\u0161\u00ed na za\u010d\u00e1tku obdob\u00ed a rostou, jakmile se vyjasn\u00ed hierarchie v\u00fdkonnosti. Zna\u010dky, kter\u00e9 podepsaly v\u00edcelet\u00e9 smlouvy o sponzoringu motorsportu p\u0159ed sez\u00f3nou 2026, za\u010d\u00ednaj\u00ed zachycovat ceny z f\u00e1ze vysok\u00e9 nejistoty. Smlouvy, kter\u00e9 se nyn\u00ed sjedn\u00e1vaj\u00ed, jsou nacen\u011bny na z\u00e1klad\u011b \u00fadaj\u016f o v\u00fdkonnosti na po\u010d\u00e1tku sez\u00f3ny, b\u011bhem dvou sez\u00f3n budou ceny odr\u00e1\u017eet ust\u00e1len\u00e9 pozice v \u0161ampion\u00e1tu s pr\u00e9mi\u00ed oproti dne\u0161n\u00edm sazb\u00e1m.   <\/p>\n<p>P\u0159\u00edle\u017eitost k obnoven\u00ed sponzorstv\u00ed MotoGP v roce 2027 odr\u00e1\u017e\u00ed tento vzorec. Akvizice spole\u010dnosti Dorna spole\u010dnost\u00ed Liberty Media (\u010dervenec 2025, hodnota podniku 4,3 miliardy eur) znamen\u00e1 za\u010d\u00e1tek cyklu komer\u010dn\u00ed profesionalizace MotoGP. Zna\u010dky, kter\u00e9 v letech 2026 a 2027 podep\u00ed\u0161\u00ed dlouhodob\u00e9 smlouvy o sponzoringu motorsportu, dosahuj\u00ed sazeb, kter\u00e9 p\u0159edch\u00e1zej\u00ed pr\u00e9mii z \u00e9ry Liberty, co\u017e je p\u0159esn\u00e1 trajektorie, kterou F1 sledovala v letech 2017-2022, kdy p\u0159\u00edjmy ze sponzoringu vzrostly o v\u00edce ne\u017e 60 % b\u011bhem p\u011bti let po p\u0159evzet\u00ed spole\u010dnost\u00ed Liberty.  <\/p>\n<p>&nbsp;<\/p>\n<h2><strong>D\u016fvod 2: N\u00e1vratnost investice se od 2. roku zvy\u0161uje<\/strong><\/h2>\n<p>V\u00edcelet\u00e9 srovn\u00e1n\u00ed n\u00e1vratnosti investic do sponzoringu v motorsportu s ro\u010dn\u00edm je struktur\u00e1ln\u00ed, nikoliv nep\u0159\u00edm\u00e9. V prvn\u00edm roce je znalost zna\u010dky u publika objektu n\u00edzk\u00e1, aktiva\u010dn\u00ed syst\u00e9my se buduj\u00ed a B2B pohostinstv\u00ed je v nejran\u011bj\u0161\u00ed f\u00e1zi konverze. Od roku 2 se v\u0161echny t\u0159i faktory zlep\u0161uj\u00ed sou\u010dasn\u011b: publikum se setk\u00e1v\u00e1 se zna\u010dkou po celou sez\u00f3nu, aktivace je optimalizov\u00e1na pro efektivitu a B2B vztahy zah\u00e1jen\u00e9 v roce 1 se za\u010d\u00ednaj\u00ed prom\u011b\u0148ovat v obchodn\u00ed v\u00fdsledky.  <\/p>\n<p>Zna\u010dka s ro\u010dn\u00ed obnovou plat\u00ed v ka\u017ed\u00e9 sez\u00f3n\u011b sazby za 1. rok. Zna\u010dka s v\u00edcelet\u00fdmi smlouvami o sponzoringu motoristick\u00e9ho sportu plat\u00ed sazby za 1. rok jednou a ze stejn\u00e9 investice inkasuje v\u00fdnosy za 2. a 3. rok. P\u0159i srovnateln\u00fdch rozpo\u010dtech na aktivaci p\u0159in\u00e1\u0161\u00ed v\u00edcelet\u00e1 smlouva podstatn\u011b vy\u0161\u0161\u00ed celkovou n\u00e1vratnost investic za stejn\u00e9 obdob\u00ed. V\u00fdzkum spole\u010dnosti SponsorCX zve\u0159ejn\u011bn\u00fd v roce 2026 potvrzuje tento vzorec: pov\u011bdom\u00ed, zva\u017eov\u00e1n\u00ed a vn\u00edm\u00e1n\u00ed zna\u010dky se ve v\u00edcelet\u00fdch vztaz\u00edch zvy\u0161uje, zat\u00edmco n\u00e1klady na dopad klesaj\u00ed. Tento dlouholet\u00fd slo\u017een\u00fd efekt je jedn\u00edm z nejv\u00fdznamn\u011bj\u0161\u00edch<a href=\"https:\/\/rtrsports.com\/cs\/blog\/vyhody-sportovniho-sponzoringu\/\"> <u>v\u00fdhod sponzoringu v motoristick\u00e9m sportu<\/u><\/a>.    <\/p>\n<p>&nbsp;<\/p>\n<h2><strong>D\u016fvod 3: Stabilita s\u00e9rie sni\u017euje riziko v\u00edcelet\u00e9ho z\u00e1vazku<\/strong><\/h2>\n<p>D\u00edky t\u0159em sign\u00e1l\u016fm stability je struktura sponzorsk\u00fdch smluv v motoristick\u00e9m sportu v roce 2026 p\u0159\u00edzniv\u011bj\u0161\u00ed pro dlouhodob\u011bj\u0161\u00ed z\u00e1vazky ne\u017e v jak\u00e9mkoli p\u0159edchoz\u00edm roce. Vypo\u0159\u00e1d\u00e1n\u00ed charty NASCAR (prosinec 2025) poskytlo t\u00fdm\u016fm, kter\u00e9 jsou dr\u017eiteli charty, struktur\u00e1ln\u00ed jistotu, kter\u00e1 podporuje skute\u010dn\u00e9 dlouhodob\u00e9 sponzorsk\u00e9 smlouvy v motorsportu. P\u0159ed t\u00edmto urovn\u00e1n\u00edm nemohly n\u011bkter\u00e9 t\u00fdmy zaru\u010dit svou vlastn\u00ed \u00fa\u010dast na startovn\u00edm ro\u0161tu d\u00e9le ne\u017e jednu sez\u00f3nu.  <\/p>\n<p>Akvizice spole\u010dnosti Liberty Media v MotoGP profesionalizuje obchodn\u00ed infrastrukturu zp\u016fsobem, kter\u00fd sni\u017euje riziko pln\u011bn\u00ed smluv, kv\u016fli n\u011bmu\u017e bylo d\u0159\u00edve obt\u00ed\u017en\u00e9 s jistotou strukturovat smlouvy o sponzorstv\u00ed MotoGP v roce 2027. A nov\u00e9 p\u0159edpisy F1 &#8211; s p\u011bti v\u00fdrobci zav\u00e1zan\u00fdmi minim\u00e1ln\u011b do roku 2031 &#8211; poskytuj\u00ed spodn\u00ed hranici struktur\u00e1ln\u00ed stability, kter\u00e1 podporuje zna\u010dky uzav\u00edraj\u00edc\u00ed sponzorsk\u00e9 smlouvy F1 na t\u0159i a v\u00edce let s definovan\u00fdm konkuren\u010dn\u00edm kontextem. D\u00edky t\u00e9to stabilit\u011b mohou zna\u010dky sn\u00e1ze mapovat r\u016fznorod\u00e9<a href=\"https:\/\/rtrsports.com\/cs\/blog\/types-of-sponsorship-in-sports\/\"> <u>typy sponzorstv\u00ed v motoristick\u00e9m sportu<\/u><\/a> bezpe\u010dn\u011b.  <\/p>\n<p>&nbsp;<\/p>\n<h2><strong>D\u016fvod 4: V\u00fdlu\u010dnost kategorie vy\u017eaduje del\u0161\u00ed z\u00e1vazek k ochran\u011b<\/strong><\/h2>\n<p>Exkluzivita kategorie smluvn\u00ed z\u00e1ruka, \u017ee \u017e\u00e1dn\u00fd p\u0159\u00edm\u00fd konkurent nem\u00e1 pozici ve stejn\u00e9m majetkov\u00e9m slo\u017een\u00ed v\u00edcelet\u00fdch sponzorsk\u00fdch smluv v motorsportu. V roce 1 exkluzivita blokuje vstup konkurenta. V roce 2 br\u00e1n\u00ed op\u011btovn\u00e9mu vstupu. V roce 3 je spojen\u00ed zakotveno. Konkurent, kter\u00fd vstoup\u00ed po skon\u010den\u00ed t\u0159\u00edlet\u00e9ho obdob\u00ed zna\u010dky, \u010del\u00ed asociaci kategorie, kterou za\u010d\u00edn\u00e1 od nuly vytla\u010dovat.    <\/p>\n<p>To je obchodn\u00ed logika, kter\u00e1 stoj\u00ed za dlouhodob\u00fdm z\u00e1vazkem spole\u010dnosti Oracle Red Bull Racing a smlouvou s Crypto.com, kter\u00e1 plat\u00ed a\u017e do roku 2030, tedy t\u00e9m\u011b\u0159 deset let od p\u016fvodn\u00edho podpisu v roce 2021. Pochopen\u00ed toho, pro\u010d zna\u010dky podepisuj\u00ed v\u00edcelet\u00e9 dohody o exkluzivit\u011b v motorsportu na \u00farovni kategorie, odhaluje strategickou logiku: hodnota exkluzivity se zvy\u0161uje ve stejn\u00e9m \u010dasov\u00e9m horizontu jako n\u00e1vratnost investic. Kr\u00e1tkodob\u00e9 dohody nemohou ochr\u00e1nit ani jedno, ani druh\u00e9.  <\/p>\n<p>&nbsp;<\/p>\n<h2><strong>D\u016fvod 5: Aktiva\u010dn\u00ed architektura vy\u017eaduje v\u00edcelet\u00e9 pl\u00e1nov\u00e1n\u00ed.<\/strong><\/h2>\n<p>Dlouhodob\u00e9 sponzorsk\u00e9 smlouvy v motorsportu jsou struktur\u00e1ln\u011b nezbytn\u00e9 pro aktiva\u010dn\u00ed architekturu, kter\u00e1 generuje n\u00e1vratnost investic nad r\u00e1mec medi\u00e1ln\u00ed expozice. Zdokonalen\u00ed obsahov\u00e9ho kalend\u00e1\u0159e trv\u00e1 celou sez\u00f3nu. B2B pohostinstv\u00ed pot\u0159ebuje 18 m\u011bs\u00edc\u016f, aby p\u0159ineslo konzistentn\u00ed konverze smluv. Dealersk\u00fd aktiva\u010dn\u00ed program pot\u0159ebuje dv\u011b sez\u00f3ny, aby dos\u00e1hl efektivn\u00edho z\u00e1sahu. V\u0161echny tyto lh\u016fty jsou del\u0161\u00ed ne\u017e jednolet\u00e1 smlouva. Rozd\u00edl mezi v\u00edceletou a ro\u010dn\u00ed n\u00e1vratnost\u00ed investic do sponzoringu v motoristick\u00e9m sportu je z velk\u00e9 \u010d\u00e1sti rozd\u00edlem mezi v\u00edceletou a ro\u010dn\u00ed smlouvou.<a href=\"https:\/\/rtrsports.com\/cs\/co-je-aktivace-sportovniho-sponzoringu\/\"> <u>aktivace sportovn\u00edho sponzoringu<\/u><\/a> a programem, kter\u00fd se zdokonaluje, a programem, kter\u00fd je v\u017edy v prvn\u00edm roce.     <\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Jak budou vypadat struktury v\u00edcelet\u00fdch smluv v roce 2026<\/strong><\/h2>\n<table>\n<tbody>\n<tr>\n<td><b>Struktura<\/b><\/td>\n<td><b>Jak to funguje<\/b><\/td>\n<td><b>Nejlep\u0161\u00ed pro<\/b><\/td>\n<td><b>Rizikov\u00fd profil<\/b><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Pevn\u00e1 t\u0159\u00edlet\u00e1 sazba s ro\u010dn\u00ed \u00farokovou sazbou<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Stejn\u00fd ro\u010dn\u00ed poplatek pro v\u0161echna t\u0159i obdob\u00ed; uzam\u010deno od prvn\u00edho dne<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Zna\u010dky se stabiln\u00edm rozpo\u010dtem, kter\u00e9 cht\u011bj\u00ed p\u0159edv\u00eddatelnost n\u00e1klad\u016f a maxim\u00e1ln\u00ed p\u00e1kov\u00fd efekt.<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Nejni\u017e\u0161\u00ed cenov\u00e9 riziko; t\u00fdm p\u0159eb\u00edr\u00e1 riziko inflace<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">2 roky s mo\u017enost\u00ed prodlou\u017een\u00ed<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Rok 1-2 za dohodnutou sazbu; zna\u010dka m\u00e1 opci na prodlou\u017een\u00ed Rok 3 za p\u0159edem dohodnut\u00fd strop<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Zna\u010dky, kter\u00e9 cht\u011bj\u00ed m\u00edt jistotu vstupu s mo\u017enost\u00ed flexibiln\u00edho p\u0159ehodnocen\u00ed po aktiva\u010dn\u00edch \u00fadaj\u00edch za 2. rok.<\/span><\/td>\n<td><span style=\"font-weight: 400;\">M\u00edrn\u00e1; opce m\u016f\u017ee b\u00fdt v cen\u011b; t\u00fdm m\u00e1 men\u0161\u00ed jistotu p\u0159i pl\u00e1nov\u00e1n\u00ed 3. roku<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">3let\u00e9 nav\u00fd\u0161en\u00ed cen<\/span><\/td>\n<td><span style=\"font-weight: 400;\">1. rok pod \u00farovn\u00ed trhu; 2. rok na \u00farovni trhu; 3. rok nad \u00farovn\u00ed trhu, pokud jsou spln\u011bny v\u00fdkonnostn\u00ed ukazatele.<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Zna\u010dky se zvy\u0161uj\u00edc\u00edmi se rozpo\u010dty na aktivaci; slad\u011bn\u00ed n\u00e1klad\u016f s k\u0159ivkou n\u00e1vratnosti investic.<\/span><\/td>\n<td><span style=\"font-weight: 400;\">M\u00edrn\u00e9; stanoven\u00ed ceny v roce 3 v\u00e1z\u00e1no na v\u00fdkonnostn\u00ed dolo\u017eky, kter\u00e9 mus\u00ed b\u00fdt p\u0159esn\u011b definov\u00e1ny<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">V\u00edcelet\u00e9 v\u00e1zan\u00e9 na v\u00fdkon<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Z\u00e1kladn\u00ed sazba po cel\u00e9 obdob\u00ed; bonusov\u00e9 sazby se odv\u00edjej\u00ed od mistrovsk\u00e9 pozice nebo specifick\u00fdch kl\u00ed\u010dov\u00fdch ukazatel\u016f v\u00fdkonnosti.<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Zna\u010dky, kter\u00e9 cht\u011bj\u00ed m\u00edt dlouhodobou jistotu s ochranou proti poklesu.<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Slo\u017eit\u00e1 struktura; vy\u017eaduje nez\u00e1visl\u00fd pr\u00e1vn\u00ed p\u0159ezkum spou\u0161t\u011bc\u00edch dolo\u017eek<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p>Struktura sponzorsk\u00e9 smlouvy v motorsportu 2026, kter\u00e1 se stala nejb\u011b\u017en\u011bj\u0161\u00ed mezi st\u0159edn\u011b velk\u00fdmi zna\u010dkami, je pevn\u00e1 t\u0159\u00edlet\u00e1 smlouva s dolo\u017ekami o ka\u017edoro\u010dn\u00edm p\u0159ezkoum\u00e1n\u00ed. To poskytuje cenovou jistotu, zaji\u0161\u0165uje p\u0159edregula\u010dn\u00ed pr\u00e9miovou sazbu a z\u00e1rove\u0148 zakotvuje pr\u00e1va na p\u0159ezkoum\u00e1n\u00ed na z\u00e1klad\u011b v\u00fdkonnosti, kter\u00e1 chr\u00e1n\u00ed p\u0159ed poklesem v\u00fdkonnosti t\u00fdmu. <\/p>\n<p>V\u00fdkonnostn\u00ed dolo\u017eky mus\u00ed b\u00fdt sjedn\u00e1ny p\u0159ed podpisem smlouvy, t\u00fdmy je nebudou akceptovat v polovin\u011b obdob\u00ed. To je hlavn\u00ed d\u016fvod, pro\u010d zna\u010dky hledaj\u00ed<a href=\"https:\/\/rtrsports.com\/en\/\"> <u>najmout sportovn\u00edho marketingov\u00e9ho poradce pro sponzoring<\/u><\/a> aby se ujal vyjedn\u00e1v\u00e1n\u00ed. Nez\u00e1visl\u00e1 agentura je vyjedn\u00e1v\u00e1 standardn\u011b; provizi plat\u00ed t\u00fdm, tak\u017ee tato slu\u017eba zna\u010dku nic nestoj\u00ed. Zna\u010dky, kter\u00e9 vyjedn\u00e1vaj\u00ed p\u0159\u00edmo, maj\u00ed m\u00e1lokdy p\u00e1ky nebo precedentn\u00ed data, aby na nich mohly trvat proti zku\u0161en\u00e9mu obchodn\u00edmu t\u00fdmu.   <\/p>\n<p>&nbsp;<\/p>\n<h2><b>\u010casto kladen\u00e9 ot\u00e1zky<\/b><\/h2>\n<div itemscope=\"\" itemtype=\"https:\/\/schema.org\/FAQPage\">\n<div itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\">\n<h3 class=\"h5\" itemprop=\"name\"><b>Pro\u010d zna\u010dky v roce 2026 podepisuj\u00ed del\u0161\u00ed sponzorsk\u00e9 smlouvy v motorsportu?<\/b><\/h3>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n<p itemprop=\"text\">Zm\u011bnu zp\u016fsobuje p\u011bt struktur\u00e1ln\u00edch faktor\u016f: p\u0159ednastaven\u00e1 cenov\u00e1 okna v MotoGP a F1; v\u00edcelet\u00e1 n\u00e1vratnost investic do sponzoringu v motorsportu oproti ro\u010dn\u00edmu slo\u017een\u00ed od druh\u00e9ho roku; v\u011bt\u0161\u00ed stabilita seri\u00e1l\u016f d\u00edky dohod\u011b o pron\u00e1jmu NASCAR a akvizici Liberty MotoGP; ochrana exkluzivity v kategorii slo\u017een\u00e1 z v\u00edce sez\u00f3nn\u00edch cykl\u016f a po\u017eadavky na aktiva\u010dn\u00ed architekturu, kter\u00e9 vy\u017eaduj\u00ed v\u00edcelet\u00e9 pl\u00e1nov\u00e1n\u00ed. Dohromady jsou v\u00edcelet\u00e9 sponzorsk\u00e9 smlouvy v motoristick\u00e9m sportu v tuto chv\u00edli komer\u010dn\u011b v\u00fdhodn\u011bj\u0161\u00ed volbou. <\/p>\n<\/div>\n<\/div>\n<\/div>\n<div itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\">\n<h3 class=\"h5\" itemprop=\"name\"><b>Je v\u00edcelet\u00e1 smlouva o sponzorstv\u00ed v motorsportu lep\u0161\u00ed ne\u017e ro\u010dn\u00ed smlouva?<\/b><\/h3>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n<p itemprop=\"text\">Pro zna\u010dky s jasn\u00fdmi c\u00edli, stabiln\u00edmi rozpo\u010dty a pl\u00e1nem aktivace p\u0159in\u00e1\u0161ej\u00ed dlouhodob\u00e9 sponzorsk\u00e9 smlouvy v motoristick\u00e9m sportu v\u00fdrazn\u011b lep\u0161\u00ed n\u00e1vratnost investic ne\u017e po sob\u011b jdouc\u00ed ro\u010dn\u00ed smlouvy se stejnou sazbou pr\u00e1v. V\u00fdhoda v\u00edcelet\u00e9ho sponzoringu motoristick\u00e9ho sportu oproti ro\u010dn\u00edmu je struktur\u00e1ln\u00ed: druh\u00fd a t\u0159et\u00ed rok p\u0159in\u00e1\u0161\u00ed vy\u0161\u0161\u00ed v\u00fdnosy na dolar p\u0159i stejn\u00e9 investici do aktivace, proto\u017ee s kontinuitou se zlep\u0161uje rozpoznatelnost publika, konverze B2B a efektivita aktivace. <\/p>\n<\/div>\n<\/div>\n<div itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\">\n<h3 class=\"h5\" itemprop=\"name\"><b>  Jak\u00e1 je typick\u00e1 d\u00e9lka sponzorsk\u00e9 smlouvy F1 v roce 2026?<\/b><\/h3>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n<p itemprop=\"text\">Na \u00farovni titul\u016f a hlavn\u00edho zam\u011bstnavatele je standardem doba dvou a\u017e p\u011bti let. D\u00e9lka sponzorsk\u00fdch smluv na p\u0159idru\u017een\u00e9 \u00farovni F1 je jeden a\u017e t\u0159i roky, p\u0159i\u010dem\u017e od roku 2026 se zrychl\u00ed p\u0159echod na t\u0159\u00edlet\u00e9 z\u00e1vazky. Jednosez\u00f3nn\u00ed smlouvy na p\u0159idru\u017een\u00e9 \u00farovni nad\u00e1le existuj\u00ed, ale st\u00e1le \u010dast\u011bji se oce\u0148uj\u00ed pr\u00e9mi\u00ed za jednu sez\u00f3nu sp\u00ed\u0161e ne\u017e zv\u00fdhodn\u011bnou flexibiln\u00ed sazbou. Spole\u010dnost LVMH podepsala desetiletou smlouvu; z\u00e1vazek spole\u010dnosti Crypto.com trv\u00e1 do roku 2030. K vyhodnocen\u00ed z\u00e1kladn\u00edch prom\u011bnn\u00fdch n\u00e1klad\u016f t\u011bchto dob trv\u00e1n\u00ed vyu\u017e\u00edvaj\u00ed zna\u010dky kalkula\u010dku sponzoringu Formule 1 od t\u0159et\u00ed strany.    <\/p>\n<\/div>\n<\/div>\n<div itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\">\n<h3 class=\"h5\" itemprop=\"name\"><b>Co se stane, kdy\u017e v\u00fdkonnost t\u00fdmu b\u011bhem v\u00edcelet\u00e9 smlouvy v motorsportu klesne?<\/b><\/h3>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n<p itemprop=\"text\">Mo\u017enosti zna\u010dky ur\u010duj\u00ed ustanoven\u00ed smlouvy v\u00e1zan\u00e1 na v\u00fdkon. Dob\u0159e strukturovan\u00e1 v\u00edcelet\u00e1 smlouva o sponzorstv\u00ed v motorsportu obsahuje definovan\u00e9 prahov\u00e9 hodnoty v\u00fdkonnosti, um\u00edst\u011bn\u00ed v \u0161ampion\u00e1tu, v\u00edt\u011bzstv\u00ed v z\u00e1vodech a nez\u00e1visle m\u011b\u0159enou medi\u00e1ln\u00ed hodnotu, kter\u00e9 zakl\u00e1daj\u00ed pr\u00e1va na sn\u00ed\u017een\u00ed poplatk\u016f, pr\u00e1va na nov\u00e9 vyjedn\u00e1v\u00e1n\u00ed nebo pr\u00e1va na p\u0159ed\u010dasn\u00e9 ukon\u010den\u00ed smlouvy. Tyto klauzule se vyjedn\u00e1vaj\u00ed p\u0159ed podpisem smlouvy, \u010dasto prost\u0159ednictv\u00edm specializovan\u00e9 agentury nebo poradensk\u00e9 firmy pro licencov\u00e1n\u00ed zna\u010dek v motorsportu.  <\/p>\n<\/div>\n<\/div>\n<div itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\">\n<h3 class=\"h5\" itemprop=\"name\"><b>Jak by m\u011bla zna\u010dka strukturovat t\u0159\u00edletou smlouvu o sponzorstv\u00ed v motorsportu?<\/b><\/h3>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n<p itemprop=\"text\">Dob\u0159e strukturovan\u00e1 struktura sponzorsk\u00e9 smlouvy pro motoristick\u00fd sport 2026 zahrnuje: ro\u010dn\u00ed fixn\u00ed platby s mechanismem postupn\u00e9ho navy\u0161ov\u00e1n\u00ed cen, kter\u00fd vyrovn\u00e1v\u00e1 n\u00e1klady s k\u0159ivkou n\u00e1vratnosti investic; dolo\u017eku o p\u0159ezkoum\u00e1n\u00ed v\u00fdkonnosti v polovin\u011b 18 m\u011bs\u00edc\u016f s definovan\u00fdmi kl\u00ed\u010dov\u00fdmi ukazateli v\u00fdkonnosti; ustanoven\u00ed o sn\u00ed\u017een\u00ed nebo ukon\u010den\u00ed poplatk\u016f na z\u00e1klad\u011b v\u00fdkonnosti; a rozsah aktivace definovan\u00fd odd\u011blen\u011b od poplatk\u016f za pr\u00e1va, p\u0159i\u010dem\u017e provize agentury (placen\u00e1 t\u00fdmem) pokr\u00fdv\u00e1 pouze zastoupen\u00ed.<\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<h2><strong>Okno je otev\u0159en\u00e9. Ot\u00e1zkou je, zda ho vyu\u017e\u00edt. <\/strong><\/h2>\n<p>P\u011bt struktur\u00e1ln\u00edch faktor\u016f, d\u00edky nim\u017e jsou v\u00edcelet\u00e9 smlouvy o sponzorstv\u00ed v motorsportu v roce 2026 komer\u010dn\u011b v\u00fdhodn\u011bj\u0161\u00ed, nen\u00ed trval\u00fdch. \u00c9ra regulace F1 se ust\u00e1l\u00ed v uzn\u00e1van\u00e9m konkuren\u010dn\u00edm \u0159\u00e1du. Profesionalizace MotoGP ze strany Liberty projde sv\u00fdm eskala\u010dn\u00edm cyklem. Okno p\u0159\u00edle\u017eitost\u00ed pro reset sponzoringu MotoGP v roce 2027 pro p\u0159edeskala\u010dn\u00ed sazby ve v\u0161ech t\u0159ech s\u00e9ri\u00edch sou\u010dasn\u011b je specifick\u00e9 pro tento okam\u017eik.   <\/p>\n<p>Spole\u010dnost RTR Sports Marketing uzav\u00edr\u00e1 dlouhodob\u00e9 sponzorsk\u00e9 smlouvy v motoristick\u00e9m sportu pro klienty z \u0159ad zna\u010dek F1, MotoGP, NASCAR, WEC a dal\u0161\u00edch s\u00e9ri\u00ed ji\u017e od roku 1995. Z p\u0159ehledu odv\u011btv\u00ed vypl\u00fdv\u00e1, \u017ee<a href=\"https:\/\/rtrsports.com\/cs\/proc-si-vybrat-rtr-sport\/\"> <u>pro\u010d si vybrat spole\u010dnost RTR Sports<\/u><\/a> jako sv\u00e9ho poradensk\u00e9ho spojence; provize agentu\u0159e vypl\u00e1c\u00ed t\u00fdm. Pokud posuzujete prvn\u00ed smlouvu nebo jej\u00ed prodlou\u017een\u00ed a chcete nez\u00e1vislou anal\u00fdzu, zda m\u00e1 v\u00edcelet\u00e1 struktura smysl p\u0159i va\u0161em rozpo\u010dtu a c\u00edlech, rozhovor za\u010d\u00edn\u00e1 posouzen\u00edm trhu &#8211; ne smlouvou.  <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Definice: Od ro\u010dn\u00edch smluv se li\u0161\u00ed exkluzivitou v dan\u00e9 kategorii, kontinuitou a mechanismem skl\u00e1d\u00e1n\u00ed n\u00e1vratnosti investic, d\u00edky n\u011bmu\u017e jsou v\u00fdnosy z 2. a 3. roku podstatn\u011b vy\u0161\u0161\u00ed ne\u017e z 1. roku. Komer\u010dn\u00ed logika ro\u010dn\u00edch v\u00edcelet\u00fdch sponzorsk\u00fdch smluv v motorsportu, nebo sp\u00ed\u0161e jejich absence, byla v\u017edy sp\u00ed\u0161e kompromisem ne\u017e strategi\u00ed. Kr\u00e1tkodob\u00e9 z\u00e1vazky poskytovaly flexibilitu, ale zni\u010dily [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":343879,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20231],"tags":[],"class_list":["post-343892","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motorsport-cs"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Pro\u010d hlavn\u00ed zna\u010dky v roce 2026 p\u0159ech\u00e1zej\u00ed na v\u00edcelet\u00e9 sponzorsk\u00e9 smlouvy v motorsportu?<\/title>\n<meta name=\"description\" content=\"Jednosez\u00f3nn\u00ed smlouvy v motorsportu ustupuj\u00ed t\u0159\u00edlet\u00fdm z\u00e1vazk\u016fm v roce 2026. 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