{"id":343914,"date":"2026-06-04T13:27:26","date_gmt":"2026-06-04T11:27:26","guid":{"rendered":"https:\/\/rtrsports.com\/proc-vas-primy-kontakt-s-tymem-motoristickeho-sportu-vyjde-draz-nez-pronajem-nezavisle-agentury-i-kdyz-je-agentura-zdarma\/"},"modified":"2026-06-04T13:27:26","modified_gmt":"2026-06-04T11:27:26","slug":"proc-vas-primy-kontakt-s-tymem-motoristickeho-sportu-vyjde-draz-nez-pronajem-nezavisle-agentury-i-kdyz-je-agentura-zdarma","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/proc-vas-primy-kontakt-s-tymem-motoristickeho-sportu-vyjde-draz-nez-pronajem-nezavisle-agentury-i-kdyz-je-agentura-zdarma\/","title":{"rendered":"Pro\u010d v\u00e1s p\u0159\u00edm\u00fd kontakt s t\u00fdmem motoristick\u00e9ho sportu vyjde dr\u00e1\u017e ne\u017e pron\u00e1jem nez\u00e1visl\u00e9 agentury &#8211; i kdy\u017e je agentura zdarma"},"content":{"rendered":"<p>V\u011bt\u0161ina CMO zna\u010dek pozn\u00e1 okam\u017eik, kdy p\u0159ijde nevy\u017e\u00e1dan\u00fd reklamn\u00ed bal\u00ed\u010dek t\u00fdmu F1, \u010d\u00edsla vypadaj\u00ed p\u0159esv\u011bd\u010div\u011b a p\u0159irozen\u011b se objev\u00ed my\u0161lenka, \u017ee vyjmut\u00ed prost\u0159edn\u00edka u\u0161et\u0159\u00ed pen\u00edze. Logika se zd\u00e1 b\u00fdt nepr\u016fst\u0159eln\u00e1. Nen\u00ed, a pochopit p\u0159esn\u011b pro\u010d je z\u00e1kladem ka\u017ed\u00e9ho produktivn\u00edho rozhodnut\u00ed o sponzorsk\u00e9 agentu\u0159e vs. p\u0159\u00edm\u00e9mu sponzorovi v motorsportu, kter\u00e9 kdy zna\u010dka u\u010din\u00ed.  <\/p>\n<p>Prvn\u00ed v\u011bc, kterou je t\u0159eba pochopit u nez\u00e1visl\u00e9 agentury pro sponzoring v motorsportu, je, \u017ee zna\u010dku nic nestoj\u00ed. Provizi agentury, kter\u00e1 obvykle \u010din\u00ed 10 a\u017e 15 % hodnoty smlouvy, plat\u00ed t\u00fdm, nikoli zna\u010dka. Zna\u010dka plat\u00ed poplatek za pr\u00e1va, t\u00fdm plat\u00ed agentu\u0159e z v\u00fdnos\u016f. Z pohledu zna\u010dky je nez\u00e1visl\u00e9 zastoupen\u00ed bezplatnou slu\u017ebou. Ot\u00e1zkou nen\u00ed, zda si ji dovolit. Ot\u00e1zkou je, pro\u010d byste m\u011bli j\u00edt na p\u0159\u00edm\u00fd prodej, kdy\u017e nemus\u00edte.     <\/p>\n<p>P\u0159\u00edm\u00e9 osloven\u00ed bez odborn\u00e9 podpory obvykle trv\u00e1 6-9 m\u011bs\u00edc\u016f od prvn\u00edho kontaktu po uzav\u0159en\u00ed smlouvy, zat\u00edmco v p\u0159\u00edpad\u011b, \u017ee proces \u0159\u00edd\u00ed zku\u0161en\u00e1 nez\u00e1visl\u00e1 agentura pro sponzoring motoristick\u00e9ho sportu, trv\u00e1 4-8 t\u00fddn\u016f. Takov\u00fd postup p\u0159in\u00e1\u0161\u00ed poplatky za pr\u00e1va vyjednan\u00e9 bez nez\u00e1visl\u00fdch tr\u017en\u00edch m\u011b\u0159\u00edtek, nevytv\u00e1\u0159\u00ed \u017e\u00e1dnou aktiva\u010dn\u00ed architekturu a vynech\u00e1v\u00e1 kontrolu exkluzivity kategorie, kter\u00e1 zna\u010dce napov\u00ed, zda jej\u00ed konkurent ji\u017e nen\u00ed na pozici, o kterou se chyst\u00e1 usilovat. <\/p>\n<p>Tento \u010dl\u00e1nek mapuje konkr\u00e9tn\u00ed v\u00fdhody nez\u00e1visl\u00e9ho zastoupen\u00ed &#8211; v\u0161echny tyto v\u00fdhody zna\u010dku nic nestoj\u00ed. Vysv\u011btluje, pro\u010d je v porovn\u00e1n\u00ed sponzorsk\u00e9 agentury v motorsportu a p\u0159\u00edm\u00e9ho sponzoringu obchodn\u00ed odd\u011blen\u00ed t\u00fdmu nen\u00ed struktur\u00e1ln\u011b schopno poskytnout. <\/p>\n<h2><b>TL;DR &#8211; Hlavn\u00ed argument ve \u010dty\u0159ech \u0159\u00e1dc\u00edch<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Sponzoring v motoristick\u00e9m sportu &#8211; agentura vs. p\u0159\u00edm\u00fd sponzoring<\/span><span style=\"font-weight: 400;\">: nez\u00e1visl\u00e1 agentura zna\u010dku nic nestoj\u00ed, provizi (10-15 % z hodnoty obchodu) plat\u00ed t\u00fdm. Obchodn\u00ed odd\u011blen\u00ed t\u00fdmu zastupuje t\u00fdm; obchodn\u00ed odd.   <\/span><span style=\"font-weight: 400;\">nez\u00e1visl\u00e1 agentura pro sponzoring motoristick\u00e9ho sportu<\/span><span style=\"font-weight: 400;\">  reprezentuje zna\u010dku. Mercedes v\u00e1m v\u017edy \u0159ekne, \u017ee Mercedes je spr\u00e1vn\u00e1 volba. Agentura v\u00e1m mo\u017en\u00e1 \u0159ekne, \u017ee je to Williams. Agentura vyjedn\u00e1v\u00e1 s referen\u010dn\u00edmi hodnotami ze srovnateln\u00fdch smluv nap\u0159\u00ed\u010d v\u0161emi s\u00e9riemi; zna\u010dka, kter\u00e1 jde p\u0159\u00edmo, nic takov\u00e9ho nem\u00e1. Sou\u010d\u00e1st\u00ed slu\u017eby je v\u00fdb\u011br \u0159ady, kontrola exkluzivity v dan\u00e9 kategorii a voliteln\u00e1 aktiva\u010dn\u00ed podpora. Nic z toho nen\u00ed na faktu\u0159e zna\u010dky.     <\/span><\/p>\n<h2><strong>P\u0159\u00edm\u00e9 nebo agenturn\u00ed: Kter\u00fd z nich je ve skute\u010dnosti levn\u011bj\u0161\u00ed? Rozd\u011blen\u00ed vedle sebe <\/strong><\/h2>\n<table>\n<tbody>\n<tr>\n<td><b>Faktor<\/b><\/td>\n<td><b>P\u0159\u00edm\u00fd kontakt s t\u00fdmem<\/b><\/td>\n<td><b>Vyu\u017eit\u00ed nez\u00e1visl\u00e9 agentury<\/b><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">N\u00e1klady na zna\u010dku<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Poplatek za pr\u00e1va v pln\u00e9 v\u00fd\u0161i, sjednan\u00fd bez tr\u017en\u00edch m\u011b\u0159\u00edtek<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Stejn\u00fd poplatek za pr\u00e1va &#8211; agenturn\u00ed provizi (10-15 %) plat\u00ed t\u00fdm, nikoli zna\u010dka<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Kdo plat\u00ed agentu\u0159e<\/span><\/td>\n<td><span style=\"font-weight: 400;\">NEUPLAT\u0147UJE SE<\/span><\/td>\n<td><span style=\"font-weight: 400;\">T\u00fdm &#8211; mimo hodnotu dohody. Zna\u010dka neplat\u00ed nic nav\u00edc. <\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Koho zastupuje obchodn\u00ed odd\u011blen\u00ed t\u00fdmu<\/span><\/td>\n<td><span style=\"font-weight: 400;\">S\u00e1m sebe &#8211; jeho \u00fakolem je maximalizovat to, co zna\u010dka zaplat\u00ed.<\/span><\/td>\n<td><span style=\"font-weight: 400;\">St\u00e1le s\u00e1m &#8211; ale nyn\u00ed m\u00e1 zna\u010dka v m\u00edstnosti sv\u00e9ho vlastn\u00edho z\u00e1stupce.<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Vyjedn\u00e1vac\u00ed p\u00e1ka<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Minim\u00e1ln\u00ed &#8211; t\u00fdm stanov\u00ed po\u010d\u00e1te\u010dn\u00ed cenu a m\u00e1 k dispozici \u00fadaje o trhu.<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Agentura vyjedn\u00e1v\u00e1 s referen\u010dn\u00edmi hodnotami ze srovnateln\u00fdch obchod\u016f ve v\u0161ech s\u00e9ri\u00edch<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Kontrola exkluzivity kategorie<\/span><\/td>\n<td><span style=\"font-weight: 400;\">T\u00fdm zve\u0159ej\u0148uje pouze to, co je pro n\u011bj v\u00fdhodn\u00e9<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Nez\u00e1visl\u00e1 kontrola pozic konkurence p\u0159ed jak\u00fdmkoli doporu\u010den\u00edm<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">V\u00fdb\u011br s\u00e9rie<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Jeden t\u00fdm v jedn\u00e9 s\u00e9rii &#8211; tento t\u00fdm se doporu\u010duje s\u00e1m.<\/span><\/td>\n<td><span style=\"font-weight: 400;\">F1, MotoGP, NASCAR, WEC se posuzuj\u00ed soub\u011b\u017en\u011b; doporu\u010duje se nejvhodn\u011bj\u0161\u00ed, nikoli preferovan\u00fd partner.<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">\u010casov\u00e1 osa \u0159e\u0161en\u00ed<\/span><\/td>\n<td><span style=\"font-weight: 400;\">6-9 m\u011bs\u00edc\u016f<\/span><\/td>\n<td><span style=\"font-weight: 400;\">4-8 t\u00fddn\u016f<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Podpora aktivace<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Nen\u00ed v cen\u011b &#8211; pouze pr\u00e1va<\/span><\/td>\n<td><span style=\"font-weight: 400;\">K dispozici jako samostatn\u00fd, voliteln\u00fd mand\u00e1t<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<h2><strong>Co pro zna\u010dku skute\u010dn\u011b znamen\u00e1 &#8222;p\u0159\u00edm\u00fd p\u0159echod&#8220;?<\/strong><\/h2>\n<p>Kdy\u017e zna\u010dka zva\u017euje mezi agenturou a p\u0159\u00edm\u00fdm sponzoringem a zvol\u00ed p\u0159\u00edmou cestu, sed\u00ed naproti profesion\u00e1ln\u00edmu prodejci, jeho\u017e jedin\u00fdm c\u00edlem je maximalizovat poplatek za pr\u00e1va, kter\u00fd zna\u010dka zaplat\u00ed. T\u00fdm m\u00e1 p\u0159\u00edstup k tr\u017en\u00edm \u00fadaj\u016fm o tom, za kolik se uzav\u00edraj\u00ed transakce na srovnateln\u00fdch pozic\u00edch, jak vypad\u00e1 prost\u0159ed\u00ed exkluzivity v dan\u00e9 kategorii a se kter\u00fdmi zna\u010dkami se v sou\u010dasn\u00e9 dob\u011b vedou rozhovory, kter\u00e9 zna\u010dka nem\u00e1. <\/p>\n<p>To nen\u00ed kritika t\u00fdm\u016f. Je to popis jejich struktury. Obchodn\u00ed \u0159editel t\u00fdmu d\u011bl\u00e1 svou pr\u00e1ci, kdy\u017e otev\u00edr\u00e1 za nejvy\u0161\u0161\u00ed obhajitelnou cenu a sm\u011brem dol\u016f pracuje pouze v p\u0159\u00edpad\u011b pot\u0159eby. Zna\u010dka bez nez\u00e1visl\u00e9 agentury pro sponzoring motorsportu vyjedn\u00e1v\u00e1 bez spodn\u00ed ceny a bez p\u0159ehledu o tom, zda je pozice v jej\u00ed kategorii v\u016fbec dostupn\u00e1.   <\/p>\n<p>Tuto asymetrii napravuje nez\u00e1visl\u00e1 agentura pro sponzoring motoristick\u00e9ho sportu. Agentura v\u00ed, kolik st\u00e1la stejn\u00e1 pozice ve srovnateln\u00e9m t\u00fdmu v minul\u00e9 sez\u00f3n\u011b. V\u00ed, zda je kategorie zna\u010dky v tomto t\u00fdmu a ve t\u0159ech alternativn\u00edch t\u00fdmech otev\u0159en\u00e1 nebo uzav\u0159en\u00e1. Zn\u00e1 komer\u010dn\u00ed tlaky v kalend\u00e1\u0159i t\u00fdmu a v\u00ed, v jak\u00e9m okam\u017eiku se m\u011bn\u00ed vyjedn\u00e1vac\u00ed p\u00e1ka. Za tyto znalosti se plat\u00ed provize, kter\u00e1 poch\u00e1z\u00ed od t\u00fdmu.    <\/p>\n<h3><strong>P\u011bt skryt\u00fdch n\u00e1klad\u016f na p\u0159\u00edm\u00fd prodej<\/strong><\/h3>\n<ul>\n<li><strong>Pr\u00e9mie za vyjedn\u00e1v\u00e1n\u00ed<\/strong><strong> (p\u0159\u00edm\u00fd p\u0159echod k rizik\u016fm t\u00fdmu F1)<\/strong>: absence nez\u00e1visl\u00fdch \u00fadaj\u016f o ocen\u011bn\u00ed ponech\u00e1v\u00e1 zna\u010dku p\u0159i vyjedn\u00e1v\u00e1n\u00ed bez doln\u00ed hranice ceny t\u00fdmu na vn\u00edman\u00e9m stropu.<\/li>\n<li><strong>\u010casov\u00e9 n\u00e1klady<\/strong>: 6-9 m\u011bs\u00edc\u016f hodin intern\u00edch zam\u011bstnanc\u016f oproti 4-8 t\u00fddn\u016fm s agenturou, kter\u00e1 proces \u0159\u00edd\u00ed.<\/li>\n<li><strong>Slep\u00e9 skvrny exkluzivity kategorie<\/strong>: p\u0159\u00edm\u00e9 srovn\u00e1n\u00ed sponzorsk\u00e9 agentury a p\u0159\u00edm\u00e9ho sponzoringu motoristick\u00e9ho sportu v\u017edy opom\u00edj\u00ed pozice t\u011bchto konkuren\u010dn\u00edch zna\u010dek, kter\u00e9 z\u016fst\u00e1vaj\u00ed bez nez\u00e1visl\u00e9ho mapov\u00e1n\u00ed nezve\u0159ejn\u011bny.<\/li>\n<li><strong>Aktiva\u010dn\u00ed mezera<\/strong>: Pr\u00e1va se prod\u00e1vaj\u00ed bez aktiva\u010dn\u00ed architektury, kter\u00e1 generuje n\u00e1vratnost investic nad r\u00e1mec pasivn\u00edho vystaven\u00ed m\u00e9di\u00edm.<\/li>\n<li><strong>Pr\u00e1vn\u00ed riziko<\/strong>: Smlouvy o pr\u00e1vech na motoristick\u00fd sport obsahuj\u00ed ustanoven\u00ed specifick\u00e1 pro dan\u00fd sport, kter\u00e1 standardn\u00ed marketingov\u00fd pr\u00e1vn\u00ed p\u0159ezkum b\u011b\u017en\u011b opom\u00edj\u00ed.<\/li>\n<\/ul>\n<h3><strong>Kdy m\u00e1 p\u0159\u00edm\u00fd prodej smysl?<\/strong><\/h3>\n<p>P\u0159\u00edm\u00fd p\u0159\u00edstup je komer\u010dn\u011b obhajiteln\u00fd za \u00fazce vymezen\u00fdch okolnost\u00ed: obnoven\u00ed spolupr\u00e1ce s t\u00fdmem, s n\u00edm\u017e m\u00e1 zna\u010dka v\u00edcelet\u00fd vztah, jmenovan\u00fd intern\u00ed obchodn\u00ed zdroj pro motoristick\u00fd sport a nez\u00e1visl\u00e9 pochopen\u00ed tr\u017en\u00ed hodnoty pozice. I v tomto p\u0159\u00edpad\u011b si mnoho zaveden\u00fdch sponzor\u016f naj\u00edm\u00e1 pro jedn\u00e1n\u00ed o obnoven\u00ed sponzorstv\u00ed nez\u00e1vislou agenturu pro motoristick\u00fd sport, proto\u017ee srovn\u00e1vac\u00ed \u00fadaje agentury poskytuj\u00ed zna\u010dce p\u00e1kov\u00fd efekt, kter\u00fd standardn\u00ed ceny t\u00fdmu neberou v \u00favahu. Provizn\u00ed struktura plat\u00ed i pro obnoven\u00ed, t\u00fdm plat\u00ed, zna\u010dka neplat\u00ed nic.  <\/p>\n<p>Pro ka\u017edou zna\u010dku, kter\u00e1 vstupuje do motoristick\u00e9ho sportu poprv\u00e9, p\u0159ech\u00e1z\u00ed do nov\u00e9 s\u00e9rie nebo nem\u00e1 specializovanou intern\u00ed obchodn\u00ed funkci pro motoristick\u00fd sport, neexistuje \u017e\u00e1dn\u00fd komer\u010dn\u00ed argument pro p\u0159\u00edm\u00fd postup. Zprost\u0159edkov\u00e1n\u00ed je zdarma, je rychlej\u0161\u00ed a za\u010d\u00edn\u00e1 z lep\u0161\u00ed pozice. Ot\u00e1zka sponzoringu v motorsportu mezi agenturou a p\u0159\u00edm\u00fdm sponzoringem se vy\u0159e\u0161\u00ed sama, jakmile si uv\u011bdom\u00edme tuto z\u00e1kladn\u00ed skute\u010dnost.  <\/p>\n<h2><strong>Co vlastn\u011b d\u011bl\u00e1 nez\u00e1visl\u00e1 sponzorsk\u00e1 agentura pro motoristick\u00fd sport<\/strong><\/h2>\n<p>V\u011bd\u011bt, pro\u010d si najmout sponzorskou agenturu pro motoristick\u00fd sport, vy\u017eaduje pochopit \u0161est funkc\u00ed, kter\u00e9 pln\u00ed, p\u0159i\u010dem\u017e ka\u017ed\u00e1 z nich nen\u00ed dostupn\u00e1 na p\u0159\u00edm\u00e9 cest\u011b.<\/p>\n<p><strong>V\u00fdb\u011br s\u00e9rie<\/strong>: Nez\u00e1visl\u00e1 agentura pro sponzoring motorsportu hodnot\u00ed F1, MotoGP, NASCAR, WEC, Formuli E a dal\u0161\u00ed s\u00e9rie sou\u010dasn\u011b s ohledem na obchodn\u00ed geografii zna\u010dky, c\u00edlovou skupinu a rozpo\u010det. Zna\u010dka, kter\u00e1 se obrac\u00ed p\u0159\u00edmo na t\u00fdm, hodnot\u00ed jednu s\u00e9rii optikou jednoho t\u00fdmu. <\/p>\n<p><strong>Mapov\u00e1n\u00ed exkluzivity kategori\u00ed<\/strong>: Agentura udr\u017euje \u017eiv\u00e9 informace o z\u00e1vazc\u00edch v jednotliv\u00fdch kategori\u00edch nap\u0159\u00ed\u010d v\u0161emi s\u00e9riemi, se kter\u00fdmi spolupracuje. Tato kontrola prob\u00edh\u00e1 p\u0159ed jak\u00fdmkoli doporu\u010den\u00edm &#8211; ne a\u017e pot\u00e9, co zna\u010dka investovala m\u011bs\u00edce do konverzace, kter\u00e1 by v\u017edy skon\u010dila konfliktem. Zde za\u010d\u00edn\u00e1 pochopen\u00ed rizik p\u0159\u00edm\u00e9ho p\u0159echodu na t\u00fdm F1.  <\/p>\n<p><strong>Vyjedn\u00e1v\u00e1n\u00ed o transakc\u00edch s vyu\u017eit\u00edm srovn\u00e1vac\u00edch dat<\/strong>: Agentura vstupuje do vyjedn\u00e1v\u00e1n\u00ed s v\u011bdom\u00edm, za kolik se v posledn\u00edch sez\u00f3n\u00e1ch uzav\u00edraly transakce na srovnateln\u00fdch pozic\u00edch ve srovnateln\u00fdch t\u00fdmech. Rozd\u00edl mezi po\u010d\u00e1te\u010dn\u00ed pozic\u00ed t\u00fdmu a transakc\u00ed za tr\u017en\u00ed cenu vyjednanou zku\u0161en\u00fdm nez\u00e1visl\u00fdm kupcem je \u010dasto v\u011bt\u0161\u00ed ne\u017e jak\u00fdkoli rozumn\u00fd odhad provize, co\u017e znamen\u00e1, \u017ee agentura nejen\u017ee zna\u010dku nic nestoj\u00ed, ale obvykle j\u00ed u\u0161et\u0159\u00ed v\u00edce, ne\u017e vyd\u011bl\u00e1. <\/p>\n<p><strong>Nez\u00e1visl\u00e9 m\u011b\u0159en\u00ed n\u00e1vratnosti investic<\/strong>: A <a href=\"https:\/\/rtrsports.com\/en\/\"><u>poradce pro sponzoring v motorsportu<\/u><\/a> pracuj\u00edc\u00ed jm\u00e9nem zna\u010dky pou\u017e\u00edv\u00e1 n\u00e1stroje pro m\u011b\u0159en\u00ed t\u0159et\u00edch stran, nikoli zpr\u00e1vy o medi\u00e1ln\u00ed hodnot\u011b dodan\u00e9 t\u00fdmem. Rozd\u00edl je rozd\u00edlem mezi lichotiv\u00fdm z\u00e1stupn\u00fdm \u010d\u00edslem a komer\u010dn\u011b vyu\u017eiteln\u00fdm \u010d\u00edslem. Tato vrstva je z\u00e1sadn\u00ed pro zna\u010dky, kter\u00e9 se sna\u017e\u00ed p\u0159esn\u011b<a href=\"https:\/\/rtrsports.com\/cs\/blog\/maximalizace-navratnosti-investic-do-sponzorstvi-v-motoristickem-sportu-strategicky-pruvodce\/\"> <u>maximalizovat n\u00e1vratnost investic do sponzoringu v motorsportu.<\/u><\/a>.  <\/p>\n<p><strong>Aktiva\u010dn\u00ed architektura jako nepovinn\u00fd dodate\u010dn\u00fd mand\u00e1t (p\u00e1t\u00fd a \u0161est\u00fd dohromady<\/strong>): Pokud zna\u010dka anga\u017euje agenturu pro <a href=\"https:\/\/rtrsports.com\/cs\/co-je-aktivace-sportovniho-sponzoringu\/\"><u>aktivaci sponzoringu motoristick\u00e9ho sportu<\/u><\/a>, obsahov\u00fd kalend\u00e1\u0159, program B2B hospitality, aktivaci dealer\u016f a soci\u00e1ln\u00ed strategii, jedn\u00e1 se o samostatn\u00fd poplatek sjednan\u00fd nez\u00e1visle na smlouv\u011b o zastupov\u00e1n\u00ed. Pom\u011br aktivace 2:1 USD, kter\u00fd je charakteristick\u00fd pro vysoce v\u00fdkonn\u00e9 sponzorstv\u00ed, vy\u017eaduje toto pl\u00e1nov\u00e1n\u00ed p\u0159ed podpisem smlouvy, nikoliv a\u017e po n\u011bm. Na <a href=\"https:\/\/rtrsports.com\/cs\/blog\/vyhody-sportovniho-sponzoringu\/\"><u>V\u00fdhody sponzorstv\u00ed v motoristick\u00e9m sportu<\/u><\/a> jsou realizov\u00e1ny prost\u0159ednictv\u00edm aktivace, nikoliv pouze prost\u0159ednictv\u00edm loga.  <\/p>\n<h3><strong>Pro\u010d t\u00fdm plat\u00ed a co to znamen\u00e1<\/strong><\/h3>\n<p>T\u00fdmy plat\u00ed agentur\u00e1m provize, proto\u017ee jim agentury p\u0159iv\u00e1d\u011bj\u00ed kvalifikovan\u00e9, obchodn\u011b seri\u00f3zn\u00ed partnery pro zna\u010dky, kter\u00e9 by vlastn\u00ed obchodn\u00ed operace t\u00fdmu bu\u010f neoslovily, nebo by jejich uzav\u0159en\u00ed trvalo podstatn\u011b d\u00e9le. Agentura zkracuje prodejn\u00ed cyklus t\u00fdmu, p\u0159edstavuje zna\u010dky, kter\u00e9 ji\u017e byly posouzeny z hlediska obchodn\u00ed seri\u00f3znosti a vhodnosti pro danou kategorii, a sni\u017euje n\u00e1klady t\u00fdmu na obchodn\u00ed akvizici. Zaplatit 10-15 % za uzav\u0159en\u00ed obchodu za \u010dty\u0159i t\u00fddny je v\u00fdhodn\u011bj\u0161\u00ed ne\u017e str\u00e1vit dev\u011bt m\u011bs\u00edc\u016f p\u0159\u00edm\u00fdm \u00fasil\u00edm o stejnou zna\u010dku.  <\/p>\n<p>Pro zna\u010dku z toho vypl\u00fdv\u00e1, \u017ee nez\u00e1visl\u00e9 zastoupen\u00ed sponzorskou agenturou v motorsportu je na \u00farovni poplatk\u016f za pr\u00e1va skute\u010dn\u011b n\u00e1kladov\u011b neutr\u00e1ln\u00ed. Zna\u010dka zaplat\u00ed stejn\u00fd poplatek za pr\u00e1va, jak\u00fd by zaplatila p\u0159i p\u0159\u00edm\u00e9m zastoupen\u00ed, \u010dasto i m\u00e9n\u011b, proto\u017ee agentura vyjedn\u00e1v\u00e1 s referen\u010dn\u00edmi \u00fadaji, kter\u00e9 zna\u010dka nem\u00e1, a dost\u00e1v\u00e1 v\u0161echny slu\u017eby, kter\u00e9 agentura poskytuje, v\u00fdm\u011bnou za provizi, kterou nikdy neuvid\u00ed na sv\u00e9 faktu\u0159e. <\/p>\n<h3><strong>Mercedes v\u00e1m v\u017edy \u0159ekne, \u017ee Mercedes je spr\u00e1vn\u00e1 volba<\/strong><\/h3>\n<p>To je nejjasn\u011bj\u0161\u00ed argument pro \u0159e\u0161en\u00ed ot\u00e1zky sponzorsk\u00e9 agentury a p\u0159\u00edm\u00e9ho zastoupen\u00ed v motoristick\u00e9m sportu ve prosp\u011bch nez\u00e1visl\u00e9ho zastoupen\u00ed, kter\u00fd nen\u00ed t\u0159eba rozv\u00e1d\u011bt. Obchodn\u00ed odd\u011blen\u00ed t\u00fdmu m\u00e1 jedinou odpov\u011b\u010f na ot\u00e1zku, kter\u00fd t\u00fdm je pro va\u0161i zna\u010dku nejlep\u0161\u00ed. Nez\u00e1visl\u00e1 agentura pro sponzoring motorsportu, kter\u00e1 nem\u00e1 \u017e\u00e1dn\u00e9 obchodn\u00ed z\u00e1vazky v\u016f\u010di \u017e\u00e1dn\u00e9mu t\u00fdmu, m\u00e1 p\u0159\u00edstup k cel\u00e9mu trhu a m\u016f\u017ee v\u00e1m d\u00e1t odpov\u011b\u010f, kter\u00e1 je pro va\u0161i zna\u010dku skute\u010dn\u011b pravdiv\u00e1.  <\/p>\n<p>To by mohl b\u00fdt Mercedes. M\u016f\u017ee to b\u00fdt Williams. M\u016f\u017ee to b\u00fdt t\u00fdm MotoGP, o kter\u00e9m jste neuva\u017eovali, nebo p\u0159idru\u017een\u00e1 pozice v NASCAR, kter\u00e1 oslov\u00ed va\u0161e americk\u00e9 publikum efektivn\u011bji ne\u017e jak\u00e1koli dohoda s F1 p\u0159i va\u0161em rozpo\u010dtu. Rozbalen\u00ed<a href=\"https:\/\/rtrsports.com\/cs\/blog\/jak-funguje-sponzoring-motoristickeho-sportu\/\"> <u>jak funguje sponzoring v motorsportu<\/u><\/a> nap\u0159\u00ed\u010d r\u016fzn\u00fdmi s\u00e9riemi je m\u00edstem, kde se vyhr\u00e1v\u00e1 nebo ztr\u00e1c\u00ed nejv\u00edce pen\u011bz je\u0161t\u011b p\u0159ed seps\u00e1n\u00edm jedin\u00e9 smlouvy.   <\/p>\n<h2><strong>Pro\u010d je nez\u00e1vislost faktorem, kter\u00fd m\u011bn\u00ed matematiku<\/strong><\/h2>\n<p>Slovo &#8222;nez\u00e1visl\u00fd&#8220; ve slov\u011b nez\u00e1visl\u00e1 agentura pro sponzoring v motorsportu m\u00e1 specifick\u00fd obchodn\u00ed v\u00fdznam: agentura nem\u00e1 \u017e\u00e1dnou p\u0159ednostn\u00ed obchodn\u00ed dohodu s \u017e\u00e1dn\u00fdm t\u00fdmem, seri\u00e1lem nebo dr\u017eitelem pr\u00e1v, kter\u00e1 by struktur\u00e1ln\u011b ovliv\u0148ovala jej\u00ed doporu\u010den\u00ed.<\/p>\n<p>Na trhu motoristick\u00e9ho sportu p\u016fsob\u00ed zprost\u0159edkovatel\u00e9, kte\u0159\u00ed maj\u00ed obchodn\u00ed vztahy s konkr\u00e9tn\u00edmi t\u00fdmy, dohody o doporu\u010den\u00ed, status preferovan\u00e9ho partnera, exkluzivn\u00ed dohody a kte\u0159\u00ed se prezentuj\u00ed jako poradci na stran\u011b zna\u010dky. Kdy\u017e n\u011bkter\u00fd z nich doporu\u010d\u00ed t\u00fdm, m\u016f\u017ee b\u00fdt doporu\u010den\u00ed formov\u00e1no sp\u00ed\u0161e obchodn\u00edm vztahem ne\u017e nejlep\u0161\u00edm z\u00e1jmem zna\u010dky. <\/p>\n<p>Test je jednoduch\u00fd: po\u017e\u00e1dejte agenturu, aby p\u00edsemn\u011b potvrdila, \u017ee od \u017e\u00e1dn\u00e9ho konkr\u00e9tn\u00edho t\u00fdmu nebo seri\u00e1lu nedost\u00e1v\u00e1 \u017e\u00e1dn\u00fd p\u0159ednostn\u00ed honor\u00e1\u0159, exkluzivn\u00ed dohodu nebo komer\u010dn\u00ed protipln\u011bn\u00ed. Skute\u010dn\u011b nez\u00e1visl\u00e1 agentura pro sponzoring motoristick\u00e9ho sportu na tuto ot\u00e1zku odpov\u00ed okam\u017eit\u011b a bez v\u00fdhrad. Jak\u00e9koli zav\u00e1h\u00e1n\u00ed je odpov\u011bd\u00ed.  <\/p>\n<h2><strong>Jak se rozhodnout: Kontroln\u00ed seznam zna\u010dky p\u0159ed p\u0159ijet\u00edm z\u00e1vazku<\/strong><\/h2>\n<table>\n<tbody>\n<tr>\n<td><b>Ot\u00e1zka p\u0159ed p\u0159ijet\u00edm z\u00e1vazku<\/b><\/td>\n<td><b>Co v\u00e1m \u0159ekne odpov\u011b\u010f<\/b><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">V\u00edte, kter\u00e9 kategorie jsou u va\u0161eho c\u00edlov\u00e9ho t\u00fdmu ji\u017e uzav\u0159eny?<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Pokud ne: m\u016f\u017eete str\u00e1vit m\u011bs\u00edce snahou o z\u00edsk\u00e1n\u00ed pozice, kterou u\u017e m\u00e1 v\u00e1\u0161 konkurent.<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">M\u00e1te p\u0159\u00edstup ke srovnateln\u00fdm referen\u010dn\u00edm hodnot\u00e1m pro stejnou \u0159adu a typ pozice?<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Pokud ne: vyjedn\u00e1v\u00e1te bezpodm\u00edne\u010dn\u011b. T\u00fdm tyto \u00fadaje m\u00e1, vy ne. <\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">M\u016f\u017ee v\u00e1\u0161 intern\u00ed t\u00fdm v\u011bnovat tomuto vyjedn\u00e1v\u00e1n\u00ed 6-9 m\u011bs\u00edc\u016f bez odborn\u00e9 podpory?<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Pokud ne: n\u00e1klady na u\u0161lou p\u0159\u00edle\u017eitost v podob\u011b \u010dasu zam\u011bstnanc\u016f \u010dasto p\u0159evy\u0161uj\u00ed n\u00e1klady na spolupr\u00e1ci s agenturou a agentura v\u00e1s p\u0159i uzav\u0159en\u00ed smlouvy nic nestoj\u00ed.<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">V\u00edte, zda je va\u0161e kategorie otev\u0159en\u00e1 u t\u0159\u00ed nejsout\u011b\u017en\u011bj\u0161\u00edch t\u00fdm\u016f v c\u00edlov\u00e9 s\u00e9rii?<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Pokud ne: v\u00fdlu\u010dn\u00e9 zapojen\u00ed do jednoho t\u00fdmu v\u00e1m br\u00e1n\u00ed v tom, abyste b\u011bhem konverzace kontrolovali ostatn\u00ed.<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">M\u00e1te aktiva\u010dn\u00ed pl\u00e1n nez\u00e1visl\u00fd na standardn\u00ed nab\u00eddce obsahu t\u00fdmu?<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Pokud ne: plat\u00edte za logo. Aktivaci, kter\u00e1 generuje n\u00e1vratnost, je t\u0159eba navrhnout p\u0159ed podpisem smlouvy. <\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Je to va\u0161e prvn\u00ed smlouva v motorsportu?<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Pokud ano: nez\u00e1visl\u00e1 agentura pro sponzoring motoristick\u00e9ho sportu v\u00e1s nic nestoj\u00ed a jej\u00ed hodnota se v\u00e1m vr\u00e1t\u00ed ji\u017e p\u0159i prvn\u00edm jedn\u00e1n\u00ed. Neexistuje \u017e\u00e1dn\u00fd obchodn\u00ed argument pro p\u0159\u00edm\u00fd postup. <\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Jedin\u00e9 &#8222;ne&#8220; v tomto kontroln\u00edm seznamu je jasn\u00fdm sign\u00e1lem, \u017ee nez\u00e1visl\u00e9 zastoupen\u00ed sponzorsk\u00e9 agentury v motorsportu m\u00e1 komer\u010dn\u00ed smysl. Agentura zna\u010dku na smlouv\u011b nic nestoj\u00ed a jej\u00ed hodnota je p\u0159edem vlo\u017eena do f\u00e1z\u00ed v\u00fdb\u011bru s\u00e9rie, exkluzivity kategorie, srovn\u00e1vac\u00edho vyjedn\u00e1v\u00e1n\u00ed, kde se vyhr\u00e1v\u00e1 nebo ztr\u00e1c\u00ed nejv\u00edce pen\u011bz je\u0161t\u011b p\u0159ed seps\u00e1n\u00edm smlouvy. <\/p>\n<h2><strong>Rozhodujte se na z\u00e1klad\u011b spr\u00e1vn\u00fdch informac\u00ed<\/strong><\/h2>\n<p>Ot\u00e1zka sponzorsk\u00e9 agentury vs. p\u0159\u00edm\u00e9ho sponzoringu motorsportu se jasn\u011b vy\u0159e\u0161\u00ed, jakmile pochop\u00edme strukturu n\u00e1klad\u016f: nez\u00e1visl\u00e1 sponzorsk\u00e1 agentura je na stran\u011b dohody zdarma. Provize poch\u00e1z\u00ed od t\u00fdmu. V\u00fdb\u011br seri\u00e1lu a t\u00fdmu, vyjedn\u00e1v\u00e1n\u00ed, mapov\u00e1n\u00ed exkluzivity, to v\u0161e je na stran\u011b zna\u010dky bez poplatk\u016f.  <\/p>\n<p>Pokud se pt\u00e1te, pro\u010d <a href=\"https:\/\/rtrsports.com\/en\/\"><u>najmout agenturu pro sponzoring motoristick\u00e9ho sportu<\/u><\/a> kdy\u017e to m\u016f\u017eete ud\u011blat p\u0159\u00edmo, odpov\u011b\u010f zn\u00ed: proto\u017ee v\u00e1s to nic nestoj\u00ed, kdy\u017e m\u00e1te v z\u00e1dech ty nejlep\u0161\u00ed informace na trhu, a stoj\u00ed v\u00e1s to hodn\u011b, kdy\u017e vyjedn\u00e1v\u00e1te bez nich.<\/p>\n<p>Spole\u010dnost RTR Sports Marketing p\u016fsob\u00ed od roku 1995 v\u00fdhradn\u011b na stran\u011b zna\u010dek a sponzor\u016f. P\u0159ehled na\u0161\u00ed historie ukazuje, \u017ee<a href=\"https:\/\/rtrsports.com\/cs\/proc-si-vybrat-rtr-sport\/\"> <u>pro\u010d si vybrat RTR Sports<\/u><\/a> jako sv\u00e9ho obchodn\u00edho z\u00e1stupce: jsme postaveni tak, abychom chr\u00e1nili va\u0161e z\u00e1jmy a zajistili \u0159\u00e1dn\u00e9 smluvn\u00ed podlahy. Pokud pot\u0159ebujete odborn\u00e9 poradenstv\u00ed p\u0159i strukturov\u00e1n\u00ed smlouvy, na\u0161e intern\u00ed<a href=\"https:\/\/rtrsports.com\/cs\/licencovani-znacky-2\/\"> <u>Licen\u010dn\u00ed agentura pro motoristick\u00e9 zna\u010dky<\/u><\/a> jsou p\u0159ipraveni posoudit v\u00e1\u0161 r\u00e1mec. Rozhovor za\u010d\u00edn\u00e1 posouzen\u00edm trhu, nikoliv prodejn\u00ed nab\u00eddkou t\u00fdmu.   <\/p>\n","protected":false},"excerpt":{"rendered":"<p>V\u011bt\u0161ina CMO zna\u010dek pozn\u00e1 okam\u017eik, kdy p\u0159ijde nevy\u017e\u00e1dan\u00fd reklamn\u00ed bal\u00ed\u010dek t\u00fdmu F1, \u010d\u00edsla vypadaj\u00ed p\u0159esv\u011bd\u010div\u011b a p\u0159irozen\u011b se objev\u00ed my\u0161lenka, \u017ee vyjmut\u00ed prost\u0159edn\u00edka u\u0161et\u0159\u00ed pen\u00edze. Logika se zd\u00e1 b\u00fdt nepr\u016fst\u0159eln\u00e1. Nen\u00ed, a pochopit p\u0159esn\u011b pro\u010d je z\u00e1kladem ka\u017ed\u00e9ho produktivn\u00edho rozhodnut\u00ed o sponzorsk\u00e9 agentu\u0159e vs. p\u0159\u00edm\u00e9mu sponzorovi v motorsportu, kter\u00e9 kdy zna\u010dka u\u010din\u00ed. Prvn\u00ed v\u011bc, kterou [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":343903,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20231],"tags":[],"class_list":["post-343914","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>P\u0159\u00edm\u00e1 nebo nez\u00e1visl\u00e1 sponzorsk\u00e1 agentura? Skryt\u00e9 n\u00e1klady na sponzorov\u00e1n\u00ed t\u00fdmu<\/title>\n<meta name=\"description\" content=\"P\u0159\u00edm\u00e1 nebo nez\u00e1visl\u00e1 sponzorsk\u00e1 agentura? 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