{"id":344743,"date":"2026-06-22T18:00:11","date_gmt":"2026-06-22T16:00:11","guid":{"rendered":"https:\/\/rtrsports.com\/pripad-sifi-jak-jsme-pomohli-farmaceuticke-spolecnosti-promenit-sponzorstvi-motogp-v-desetiletou-vedeckou-platformu\/"},"modified":"2026-06-22T18:00:11","modified_gmt":"2026-06-22T16:00:11","slug":"pripad-sifi-jak-jsme-pomohli-farmaceuticke-spolecnosti-promenit-sponzorstvi-motogp-v-desetiletou-vedeckou-platformu","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/pripad-sifi-jak-jsme-pomohli-farmaceuticke-spolecnosti-promenit-sponzorstvi-motogp-v-desetiletou-vedeckou-platformu\/","title":{"rendered":"P\u0159\u00edpad SIFI: jak jsme pomohli farmaceutick\u00e9 spole\u010dnosti prom\u011bnit sponzorstv\u00ed MotoGP v desetiletou v\u011bdeckou platformu"},"content":{"rendered":"

V roce 2015 nebyla spole\u010dnost SIFI<\/strong> z\u0159ejm\u00fdm kandid\u00e1tem na sponzorstv\u00ed v seri\u00e1lu MotoGP<\/strong>.<\/p>\n

Spole\u010dnost SIFI<\/strong>, zalo\u017een\u00e1 v Kat\u00e1nii v roce 1935, pat\u0159\u00ed k nejrenomovan\u011bj\u0161\u00edm nez\u00e1visl\u00fdm oftalmologick\u00fdm firm\u00e1m v Evrop\u011b \u2013 zab\u00fdv\u00e1 se v\u00fdvojem a v\u00fdrobou l\u00e9\u010div\u00fdch p\u0159\u00edpravk\u016f pro p\u00e9\u010di o zrak, nitroo\u010dn\u00edch \u010do\u010dek, chirurgick\u00fdch roztok\u016f a nutraceutik a \u0159\u00edd\u00ed se filozofi\u00ed \u201eEyeCare Together\u201c. Jej\u00edmi z\u00e1kazn\u00edky jsou chirurgov\u00e9, l\u00e9ka\u0159i a pacienti. Jej\u00edm sv\u011btem je opera\u010dn\u00ed s\u00e1l a l\u00e9ka\u0159sk\u00e9 kongresy, nikoli startovn\u00ed ro\u0161t z\u00e1vod\u016f. <\/p>\n

Na pap\u00ed\u0159e nem\u011bla zna\u010dka \u017e\u00e1dn\u00fd z obvykl\u00fdch d\u016fvod\u016f, pro\u010d vstoupit do motocyklov\u00fdch z\u00e1vod\u016f. Nem\u011bla \u017e\u00e1dn\u00fd produkt, kter\u00fd by podn\u011bcoval impulzivn\u00ed n\u00e1kup a dal se propagovat prost\u0159ednictv\u00edm ochutn\u00e1vek u trati. Nem\u011bla ani pozici na masov\u00e9m trhu, kter\u00e1 by vy\u017eadovala dosah glob\u00e1ln\u00edho \u0161ampion\u00e1tu. Nem\u011bla \u017e\u00e1dnou historii v motoristick\u00e9m sportu. P\u0159i b\u011b\u017en\u00e9m v\u00fdkladu zad\u00e1n\u00ed by se dalo doj\u00edt k z\u00e1v\u011bru, \u017ee MotoGP je pro B2B spole\u010dnost p\u016fsob\u00edc\u00ed v oblasti zdravotnictv\u00ed nevhodnou platformou \u2013 a v\u011bt\u0161ina agentur by to t\u00edm pova\u017eovala za vy\u0159\u00edzen\u00e9. <\/p>\n

Skute\u010dn\u00e1 ot\u00e1zka nikdy nezn\u011bla: \u201eM\u011bla by si spole\u010dnost SIFI koupit reklamn\u00ed prostor v MotoGP?\u201c Zn\u011bla takto: Existuje n\u011bjak\u00fd d\u016fvod, pro\u010d by se farmaceutick\u00e1 spole\u010dnost m\u011bla anga\u017eovat v tomto sportu, na kter\u00fd zat\u00edm nikdo nep\u0159i\u0161el? <\/p>\n

Doporu\u010den\u00ed RTR<\/h2>\n

Doporu\u010den\u00ed spole\u010dnosti RTR vych\u00e1zelo z jedin\u00e9ho poznatku, kter\u00fd prom\u011bnil zd\u00e1nliv\u00fd nesoulad v samotn\u00fd smysl tohoto partnerstv\u00ed.<\/p>\n

MotoGP je mimo jin\u00e9 nejn\u00e1ro\u010dn\u011bj\u0161\u00ed zkou\u0161kou lidsk\u00e9ho zraku v profesion\u00e1ln\u00edm sportu.<\/strong> Z\u00e1vodn\u00edk p\u0159i z\u00e1vodn\u00ed rychlosti proj\u00ed\u017ed\u00ed tra\u0165 rychlost\u00ed p\u0159es 350 km\/h \u2013 p\u0159i\u010dem\u017e ka\u017edou sekundu uraz\u00ed zhruba sto metr\u016f \u2013 a to za fyzick\u00e9, tepeln\u00e9 a kognitivn\u00ed z\u00e1t\u011b\u017ee, kter\u00e1 v b\u011b\u017en\u00e9m \u017eivot\u011b nem\u00e1 obdoby. Pokud jste o\u010dn\u00ed spole\u010dnost, jej\u00edm\u017e posl\u00e1n\u00edm je porozum\u011bt lidsk\u00e9mu zraku a chr\u00e1nit ho, MotoGP pro va\u0161i zna\u010dku nen\u00ed v\u016fbec nevhodnou volbou. Je to ta nejzaj\u00edmav\u011bj\u0161\u00ed laborato\u0159, jakou si v\u016fbec m\u016f\u017eete p\u0159edstavit. <\/p>\n

Toto p\u0159eformulov\u00e1n\u00ed m\u011blo hned dva \u00fa\u010dinky. Poskytlo spole\u010dnosti SIFI d\u016fvod, kter\u00fd byl v souladu s jej\u00ed identitou, a ne jen p\u0159evzat\u00fd z ciz\u00edho marketingu \u2013 viditelnost se stala vedlej\u0161\u00edm produktem skute\u010dn\u00e9ho v\u011bdeck\u00e9ho z\u00e1m\u011bru, nikoli c\u00edlem samotn\u00fdm. A nasm\u011brovalo to spole\u010dnost ke spr\u00e1vn\u00e9mu partnerovi. Spole\u010dnost RTR doporu\u010dila t\u00fdm LCR Honda MotoGP pod veden\u00edm Lucia Cecchinella \u2013 \u0161pi\u010dkov\u00fd nez\u00e1visl\u00fd t\u00fdm podporovan\u00fd v\u00fdrobcem, kter\u00fd m\u00e1 k dispozici pot\u0159ebn\u00e9 zdroje, jezdce a, co je nejd\u016fle\u017eit\u011bj\u0161\u00ed, ochotu spolupracovat na n\u011b\u010dem n\u00e1ro\u010dn\u011bj\u0161\u00edm ne\u017e jen na n\u00e1lepce na kapot\u00e1\u017ei. <\/p>\n

N\u00e1vrh, kter\u00fd spole\u010dnost RTR p\u0159edlo\u017eila spole\u010dnosti SIFI, tedy nezn\u011bl \u201esponzorujte t\u00fdm\u201c. Zn\u011bl takto:vybudovat v r\u00e1mci MotoGP dlouhodobou v\u011bdeckou a komunika\u010dn\u00ed platformu<\/strong>, jej\u00ed\u017e komer\u010dn\u00ed oporou by bylo sponzorstv\u00ed. V\u0161e, co n\u00e1sledovalo, bylo realizac\u00ed t\u00e9to my\u0161lenky. <\/p>\n

Co jsme vytvo\u0159ili \u2013 v r\u00e1mci cel\u00e9ho \u017eivotn\u00edho cyklu<\/h2>\n

Desetilet\u00e9 partnerstv\u00ed nen\u00ed jen jedno rozhodnut\u00ed. Je to struktura, kterou je t\u0159eba rok co rok navrhovat, napl\u0148ovat, br\u00e1nit a obnovovat. Role spole\u010dnosti RTR se t\u00e1hla po celou dobu trv\u00e1n\u00ed tohoto \u017eivotn\u00edho cyklu a zasahovala do v\u0161ech \u00farovn\u00ed ekosyst\u00e9mu \u0161ampion\u00e1tu. <\/p>\n

1. \u00darove\u0148 t\u00fdmu \u2014 obchodn\u00ed z\u00e1klad<\/h2>\n

Logo SIFI<\/strong> se nep\u0159etr\u017eit\u011b objevuje na p\u0159edn\u00edm krytu motocyklu LCR Honda RC213V a na ko\u017een\u00fdch kombin\u00e9z\u00e1ch jezdc\u016f \u2013 od Cala Crutchlowa<\/strong> v prvn\u00edch letech p\u0159es Takaakiho Nakagamiho<\/strong>, \u00c1lexa M\u00e1rqueze<\/strong> a Johanna Zarca<\/strong> \u2013 stejn\u011b jako na t\u00fdmov\u00fdch n\u00e1kladn\u00edch vozech, v gar\u00e1\u017ei, na oble\u010den\u00ed person\u00e1lu, v komunika\u010dn\u00edch materi\u00e1lech a na digit\u00e1ln\u00edch platform\u00e1ch. To je viditeln\u00e1, smluvn\u011b stanoven\u00e1 podstata dohody: soustavn\u00e1 prezentace po celou dobu \u0161ampion\u00e1tu na jednom z nejfotografovan\u011bj\u0161\u00edch objekt\u016f ve sv\u011btov\u00e9m motoristick\u00e9m sportu. <\/p>\n

Viditelnost v\u0161ak byla v\u017edy pova\u017eov\u00e1na za z\u00e1klad, nikdy za samotnou budovu.<\/p>\n

2. \u00darove\u0148 aktivace \u2014 prom\u011bna pr\u00e1v ve v\u00fdsledky<\/h2>\n

Logo, kter\u00e9 se nikdy nevyu\u017e\u00edv\u00e1, je v terminologii spole\u010dnosti RTR \u201epr\u00e1zdnou n\u00e1lepkou\u201c. B\u011bhem deseti let bylo partnerstv\u00ed pos\u00edleno prost\u0159ednictv\u00edm promy\u0161len\u00e9ho programu aktivace: v\u00edkendov\u00e9 akce pro partnery SIFI; mezin\u00e1rodn\u00ed firemn\u00ed a kongresov\u00e9 akce zam\u011b\u0159en\u00e9 na jezdce LCR a showbike; p\u0159\u00edtomnost zna\u010dky na okruz\u00edch; zna\u010dkov\u00e9 suven\u00fdry; vystoupen\u00ed jezdc\u016f; a strukturovan\u00e9 B2B p\u0159\u00edle\u017eitosti propojuj\u00edc\u00ed SIFI s \u0161ir\u0161\u00ed komer\u010dn\u00ed s\u00edt\u00ed a s\u00edt\u00ed zainteresovan\u00fdch stran v paddocku. <\/p>\n

Stoj\u00ed za to konkr\u00e9tn\u011b popsat program rozd\u00e1v\u00e1n\u00ed vzork\u016f. B\u011bhem Velk\u00e9 ceny San Marina v Misanu byly po dobu t\u0159\u00ed z\u00e1vodn\u00edch dn\u016f po cel\u00e9m okruhu rozd\u00e1v\u00e1ny vzorky produkt\u016f Videorax<\/strong> \u2013 portfolia voln\u011b prodejn\u00fdch o\u010dn\u00edch p\u0159\u00edpravk\u016f spole\u010dnosti SIFI ur\u010den\u00fdch k samol\u00e9\u010db\u011b. St\u00e1nek reprezentoval Cal Crutchlow, tehdej\u0161\u00ed hlavn\u00ed jezdec t\u00fdmu LCR, a nav\u0161t\u00edvil ho i Lucio Cecchinello, kter\u00fd rozd\u00e1val autogramy a fotil se s div\u00e1ky na tribun\u00e1ch i na travnat\u00fdch svaz\u00edch. Akce prob\u00edhala b\u011bhem n\u011bkolika po sob\u011b jdouc\u00edch sez\u00f3n, \u010d\u00edm\u017e se zna\u010dka Videorelax pevn\u011b zakotvila v jednom z nejnav\u0161t\u011bvovan\u011bj\u0161\u00edch evropsk\u00fdch z\u00e1vod\u016f v kalend\u00e1\u0159i. <\/p>\n

Dosah t\u00e9to aktivity sahal daleko za hranice z\u00e1vodn\u00ed dr\u00e1hy. Po dva po sob\u011b jdouc\u00ed roky (2017 a 2018) byla spole\u010dnost SIFI ofici\u00e1ln\u00edm sponzorem Lucca Comics and Games<\/strong>, italsk\u00e9ho mezin\u00e1rodn\u00edho festivalu komiks\u016f, animace a her \u2013 akce, kter\u00e1 za p\u011bt dn\u00ed p\u0159il\u00e1kala p\u0159es 250 000 n\u00e1v\u0161t\u011bvn\u00edk\u016f s platnou vstupenkou. Ter\u00e9nn\u00ed t\u00fdm spole\u010dnosti SIFI, oble\u010den\u00fd do uniform s logem Videorelax, rozd\u00e1val vzorky produkt\u016f po cel\u00e9m v\u00fdstavi\u0161ti v r\u016fzn\u00fdch \u010d\u00e1stech m\u011bsta, a to za podpory velkoform\u00e1tov\u00fdch reklamn\u00edch banner\u016f na kl\u00ed\u010dov\u00fdch m\u00edstech festivalu a c\u00edlen\u00e9ho pr\u016fzkumu zam\u011b\u0159en\u00e9ho na kulturu p\u00e9\u010de o o\u010dn\u00ed zdrav\u00ed a pov\u011bdom\u00ed o produktech. Lucca byla z\u00e1m\u011brnou strategickou volbou: mlad\u00e9 publikum, kter\u00e9 tr\u00e1v\u00ed mnoho \u010dasu p\u0159ed obrazovkami, je pr\u00e1v\u011b tou skupinou, u n\u00ed\u017e je nejvy\u0161\u0161\u00ed pravd\u011bpodobnost, \u017ee bude trp\u011bt unaven\u00fdma, zarudl\u00fdma a vy\u010derpan\u00fdma o\u010dima \u2013 co\u017e je v souladu se z\u00e1kladn\u00ed strategi\u00ed zna\u010dky a spot\u0159ebitelskou zku\u0161enost\u00ed s produkty Videorelax. Platforma MotoGP slou\u017eila jako hnac\u00ed s\u00edla \u0161ir\u0161\u00edho marketingov\u00e9ho programu zam\u011b\u0159en\u00e9ho na spot\u0159ebitele, kter\u00fd se odehr\u00e1val v\u00fdhradn\u011b mimo okruh. <\/p>\n

Sponzorstv\u00ed se stalo funk\u010dn\u00edm n\u00e1strojem v r\u00e1mci vlastn\u00edho marketingov\u00e9ho pl\u00e1nu a pl\u00e1nu p\u00e9\u010de o z\u00e1kazn\u00edky spole\u010dnosti SIFI \u2013 ne\u0161lo o pouhou polo\u017eku, ale o hnac\u00ed s\u00edlu.<\/p>\n

3. V\u011bdeck\u00e1 \u00farove\u0148 \u2014 to, co tuto platformu \u010din\u00ed jedine\u010dnou<\/h2>\n

To, co tuto spolupr\u00e1ci pov\u00fd\u0161ilo nad r\u00e1mec b\u011b\u017en\u00e9ho partnerstv\u00ed, byl projekt Driving Vision Science<\/strong> (DVS), kter\u00fd byl zah\u00e1jen v roce 2015 a pozd\u011bji roz\u0161\u00ed\u0159en na projekt Performance Vision Science (PVS).<\/p>\n

Ve spolupr\u00e1ci s jezdci t\u00fdmu LCR, kte\u0159\u00ed se stali \u00fa\u010dastn\u00edky v\u00fdzkumu, se SIFI pustilo do studia toho, jak se lidsk\u00fd zrakov\u00fd syst\u00e9m chov\u00e1 v nejextr\u00e9mn\u011bj\u0161\u00edch podm\u00ednk\u00e1ch, jak\u00e9 m\u016f\u017ee sport nab\u00eddnout. V r\u00e1mci v\u00fdzkumu byly m\u011b\u0159eny p\u0159\u00edznaky na povrchu oka, zrakov\u00e1 ostrost, citlivost na kontrast, frekvence mrk\u00e1n\u00ed, zobrazov\u00e1n\u00ed p\u0159edn\u00edho segmentu oka a osmolarita slzn\u00e9ho filmu \u2013 pozd\u011bji se v\u00fdzkum roz\u0161\u00ed\u0159il i na s\u00edtnici, nitroo\u010dn\u00ed tlak a dal\u0161\u00ed parametry \u2013 a to jak na z\u00e1vodn\u00ed dr\u00e1ze, tak mimo ni. <\/p>\n

Tento hlavn\u00ed poznatek se stal jednou z nejv\u00edce medializovan\u00fdch zpr\u00e1v ze sportovn\u00ed v\u011bdy sv\u00e9ho druhu: jezdci MotoGP mrkaj\u00ed v\u00fdrazn\u011b m\u00e9n\u011b ne\u017e b\u011b\u017en\u00ed lid\u00e9<\/strong>. Zat\u00edmco b\u011b\u017en\u00fd \u010dlov\u011bk mrkne zhruba ka\u017ed\u00e9 \u010dty\u0159i a\u017e \u0161est sekund, zkouman\u00ed jezdci mrkali jen jednou za t\u0159i minuty \u2013 u alespo\u0148 jednoho jezdce bylo zaznamen\u00e1no, \u017ee vydr\u017eel bez mrknut\u00ed dokonce dev\u011bt minut. V Mugellu,<\/strong> kde jedno kolo trv\u00e1 p\u0159ibli\u017en\u011b jednu minutu a pades\u00e1t sekund, to znamen\u00e1 ujet jedno a p\u016fl kola, ani\u017e by mrknuli okem. Data rovn\u011b\u017e uk\u00e1zala, \u017ee navzdory neust\u00e1l\u00e9mu vystaven\u00ed v\u011btru, UV z\u00e1\u0159en\u00ed a stresu se u jezdc\u016f nevyv\u00edjely po\u0161kozen\u00ed o\u010d\u00ed zp\u016fsoben\u00e1 suchost\u00ed, jak by se dalo o\u010dek\u00e1vat \u2014 co\u017e vyvol\u00e1v\u00e1 skute\u010dn\u00e9 klinick\u00e9 ot\u00e1zky t\u00fdkaj\u00edc\u00ed se koncentrace, frekvence mrk\u00e1n\u00ed a zrakov\u00e9 \u00fanavy a poukazuje na pot\u0159ebu protokol\u016f pro tr\u00e9nink o\u010d\u00ed. <\/p>\n

Nejednalo se o marketing maskovan\u00fd za v\u011bdu. V\u00fdsledky byly p\u0159edstaveny mezin\u00e1rodn\u00ed oftalmologick\u00e9 ve\u0159ejnosti na v\u00fdznamn\u00fdch kongresech \u2013 v\u010detn\u011b setk\u00e1n\u00ed ESCRS<\/strong> (Evropsk\u00e9 spole\u010dnosti chirurg\u016f specializuj\u00edc\u00edch se na kataraktu a refrak\u010dn\u00ed chirurgii) ve v\u00edde\u0148sk\u00e9m Hofburgu v roce 2018 \u2013 a projekt byl prezentov\u00e1n i na ofici\u00e1ln\u00edch kan\u00e1lech MotoGP. Pro zna\u010dku, jej\u00ed\u017e devizou je klinick\u00e1 d\u016fv\u011bryhodnost, to byl dosah, jak\u00fd by \u017e\u00e1dn\u00e1 konven\u010dn\u00ed reklama nemohla koupit. <\/p>\n

4. \u0160ampion\u00e1tov\u00e1 \u00farove\u0148 \u2014 nad r\u00e1mec jednoho t\u00fdmu<\/h2>\n

Toto partnerstv\u00ed se nakonec roz\u0161\u00ed\u0159ilo i za hranice t\u00fdmu LCR<\/strong> a zas\u00e1hlo samotn\u00fd \u0161ampion\u00e1t. S podporou spole\u010dnosti Dorna se<\/strong> SIFI po n\u011bkolik let ujala o\u010dn\u00edch vy\u0161et\u0159en\u00ed a oftalmologick\u00e9ho screeningu jezdc\u016f ve v\u0161ech z\u00e1vodn\u00edch t\u0159\u00edd\u00e1ch \u2013 \u010d\u00edm\u017e se zna\u010dka stala ned\u00edlnou sou\u010d\u00e1st\u00ed prevence a p\u00e9\u010de o jezdce v cel\u00e9m paddocku a z sponzorstv\u00ed jednoho t\u00fdmu se stal program p\u00e9\u010de o zrak pro cel\u00fd \u0161ampion\u00e1t. <\/p>\n

Toto je \u00farove\u0148, kter\u00e9 se v\u011bt\u0161ina sponzorsk\u00fdch vztah\u016f nikdy nedotkne, a je to nejjasn\u011bj\u0161\u00ed d\u016fkaz hloubky t\u011bchto vztah\u016f: partnerstv\u00ed, kter\u00e9 za\u010dalo jako logo na kapot\u00e1\u017ei jednoho t\u00fdmu, se rozrostlo do st\u00e1l\u00e9 role v r\u00e1mci samotn\u00e9ho chodu \u0161ampion\u00e1tu.<\/p>\n

5. Roz\u0161\u00ed\u0159en\u00ed MotoE \u2013 kone\u010dn\u00e9 vyj\u00e1d\u0159en\u00ed odhodl\u00e1n\u00ed<\/h2>\n

V des\u00e1t\u00e9 a posledn\u00ed sez\u00f3n\u011b partnerstv\u00ed spole\u010dnost SIFI roz\u0161\u00ed\u0159ila svou p\u016fsobnost i mimo t\u0159\u00eddu MotoGP a zapojila se do \u0161ampion\u00e1tu MotoE<\/strong> \u2013 \u010dist\u011b elektrick\u00e9 kategorie, kter\u00e1 p\u0159edstavuje dal\u0161\u00ed technologickou hranici tohoto sportu. Tento krok byl v souladu s logikou, kter\u00e1 od sam\u00e9ho po\u010d\u00e1tku \u0159\u00eddila toto partnerstv\u00ed: spole\u010dnost zam\u011b\u0159en\u00e1 na v\u00fdzkum, inovace a v\u011bdu o v\u00fdkonu se nezastav\u00ed na hranic\u00edch jednotliv\u00fdch t\u0159\u00edd. Sleduje sm\u011br, kter\u00fdm se tento sport ub\u00edr\u00e1. <\/p>\n

Architekt zastupuj\u00edc\u00ed zna\u010dku \u2014 Dr. Carmelo Chines<\/h2>\n

\u017d\u00e1dn\u00e9 partnerstv\u00ed t\u00e9to slo\u017eitosti se neudr\u017e\u00ed d\u00edky institucion\u00e1ln\u00ed setrva\u010dnosti. Udr\u017e\u00ed se proto, \u017ee n\u011bkdo ze strany zna\u010dky rok co rok ch\u00e1pe, k \u010demu slou\u017e\u00ed a \u010deho je schopn\u00e9. <\/p>\n

Touto osobou ve spole\u010dnosti SIFI byl Dr. Carmelo Chines<\/strong>, kter\u00fd v t\u00e9 dob\u011b zast\u00e1val funkci v\u00fdkonn\u00e9ho \u0159editele pro provoz, a jeho\u017e vize a v\u016fd\u010d\u00ed schopnosti byly rozhoduj\u00edc\u00edm faktorem pro dlouhou \u017eivotnost a hloubku tohoto partnerstv\u00ed.<\/p>\n

Pr\u00e1v\u011b Dr. Chines ji\u017e od sam\u00e9ho po\u010d\u00e1tku pochopil jedine\u010dnou strategickou logiku fungov\u00e1n\u00ed zdravotnick\u00e9 spole\u010dnosti v r\u00e1mci nejrychlej\u0161\u00edho sportu na sv\u011bt\u011b: \u017ee autorita, kterou MotoGP zna\u010dce prop\u016fj\u010duje, nespo\u010d\u00edv\u00e1 v masov\u00e9 viditelnosti, ale v extr\u00e9mn\u00ed relevanci. Tato d\u016fv\u011bryhodnost vybudovan\u00e1 na z\u00e1vodn\u00ed startovn\u00ed ro\u0161t\u011b je d\u016fv\u011bryhodnost\u00ed z\u00edskanou za t\u011bch nejn\u00e1ro\u010dn\u011bj\u0161\u00edch mo\u017en\u00fdch podm\u00ednek, a pro spole\u010dnost, jej\u00edm\u017e posl\u00e1n\u00edm je zlep\u0161ovat kvalitu lidsk\u00e9ho zraku, neexistuje p\u016fsobiv\u011bj\u0161\u00ed d\u016fkaz ne\u017e mu\u017ei a \u017eeny, kte\u0159\u00ed vid\u00ed sv\u011bt jasn\u011bji ne\u017e kdokoli jin\u00fd na sv\u011bt\u011b. <\/p>\n

Pod jeho veden\u00edm se t\u00fdm SIFI neomezoval pouze na p\u0159\u00edtomnost v paddocku. Tento prostor vyu\u017eil k rozvoji origin\u00e1ln\u00edho v\u011bdeck\u00e9ho v\u00fdzkumu, k navazov\u00e1n\u00ed vztah\u016f s mezin\u00e1rodn\u00ed oftalmologickou komunitou, k aktivn\u00ed \u00fa\u010dasti na akc\u00edch od okruh\u016f MotoGP a\u017e po ulice Luccy a k za\u010dlen\u011bn\u00ed sv\u00e9 zna\u010dky do struktury p\u00e9\u010de o jezdce v r\u00e1mci samotn\u00e9ho \u0161ampion\u00e1tu. Ka\u017ed\u00e9 z t\u011bchto rozhodnut\u00ed vy\u017eadovalo strategick\u00e9 p\u0159esv\u011bd\u010den\u00ed a ochotu zam\u011b\u0159it se sp\u00ed\u0161e na dlouhodob\u00e9 c\u00edle ne\u017e na okam\u017eit\u00fd zisk. <\/p>\n

V\u00fdsledek \u2013 deset nep\u0159eru\u0161en\u00fdch sez\u00f3n, vlastn\u00ed v\u011bdeck\u00fd program, o kter\u00e9m se hovo\u0159\u00ed na evropsk\u00fdch oftalmologick\u00fdch kongresech, zna\u010dka, jej\u00ed\u017e jm\u00e9no je v paddocku zn\u00e1m\u00e9 a respektovan\u00e9, a akvizice ze strany v\u00fdznamn\u00e9 evropsk\u00e9 farmaceutick\u00e9 skupiny v roce 2025 \u2013 je do zna\u010dn\u00e9 m\u00edry odrazem tohoto p\u0159esv\u011bd\u010den\u00ed.<\/p>\n

Slovy samotn\u00e9ho dr. Chinese: \u201eNa\u0161\u00edm posl\u00e1n\u00edm je zlep\u0161ovat kvalitu zraku \u2013 a t\u00edm i v\u00fdkonnost sportovc\u016f \u2013 a z\u00e1rove\u0148 se i nad\u00e1le obklopovat \u00fasp\u011b\u0161n\u00fdmi partnery, kte\u0159\u00ed sd\u00edlej\u00ed na\u0161e hodnoty.\u201c Tato v\u011bta p\u0159esn\u011b vystihuje typ sponzora, pro kter\u00e9ho je spole\u010dnost RTR ur\u010dena: sponzora, kter\u00fd ch\u00e1pe, \u017ee partnerstv\u00ed nen\u00ed n\u00e1kup, ale z\u00e1vazek. <\/p>\n

V\u00fdsledek<\/h2>\n

Deset sez\u00f3n v \u0159ad\u011b. Od Velk\u00e9 ceny It\u00e1lie v roce 2015 a\u017e po Velkou cenu It\u00e1lie v roce 2025 spole\u010dnosti SIFI a LCR Honda ka\u017ed\u00fd rok obnovovaly svou spolupr\u00e1ci \u2013 takov\u00e1 kontinuita je v jak\u00e9mkoli sportu vz\u00e1cn\u00e1 a v MotoGP t\u00e9m\u011b\u0159 nesl\u00fdchan\u00e1, kde se v\u011bt\u0161ina obchodn\u00edch vztah\u016f m\u011bn\u00ed ji\u017e po n\u011bkolika sez\u00f3n\u00e1ch. <\/p>\n

To, \u010deho spole\u010dnost SIFI<\/strong> dos\u00e1hla, nikdy nebylo pouhou expozic\u00ed, i kdy\u017e tato expozice byla zna\u010dn\u00e1 a nep\u0159etr\u017eit\u00e1. Jednalo se o: <\/p>\n

    \n
  • propriet\u00e1rn\u00ed v\u011bdeck\u00e1 platforma<\/strong>, kter\u00e1 generuje origin\u00e1ln\u00ed data, zapojuje odborn\u00edky a p\u0159in\u00e1\u0161\u00ed medi\u00e1ln\u00ed pozornost jak ve sportovn\u00edm, tak v l\u00e9ka\u0159sk\u00e9m sv\u011bt\u011b;<\/li>\n
  • platformu<\/strong> pro B2B a pohostinstv\u00ed<\/strong>, kter\u00e1 rok co rok zviditel\u0148uje zna\u010dku p\u0159ed spr\u00e1vn\u00fdm klinick\u00fdm a obchodn\u00edm publikem;<\/li>\n
  • program zam\u011b\u0159en\u00fd na zapojen\u00ed spot\u0159ebitel\u016f<\/strong> \u2013 prost\u0159ednictv\u00edm rozd\u00e1v\u00e1n\u00ed vzork\u016f u z\u00e1vodn\u00ed dr\u00e1hy a akc\u00ed mimo okruh, jako je Lucca Comics and Games \u2013, kter\u00fd prom\u011bnil sponzorsk\u00e1 pr\u00e1va v p\u0159\u00edmou p\u0159\u00edtomnost na trhu;<\/li>\n
  • autentick\u00fd p\u0159\u00edb\u011bh zna\u010dky<\/strong> \u2013 d\u016fv\u011bryhodnost v oblasti p\u00e9\u010de o zrak, kter\u00e1 byla prok\u00e1z\u00e1na, nikoli pouze prohla\u0161ov\u00e1na \u2013 kter\u00fd p\u0159esn\u011b pos\u00edlil pozici, kterou spole\u010dnost SIFI na sv\u00e9m skute\u010dn\u00e9m trhu pot\u0159ebovala;<\/li>\n
  • a partnerstv\u00ed<\/strong>, kter\u00e9 bylo natolik pevn\u00e9, \u017ee podle vlastn\u00edho popisu spole\u010dnosti RTR se ob\u011b organizace chovaly sp\u00ed\u0161e jako rodina ne\u017e jako sponzor a t\u00fdm<\/strong>.<\/li>\n<\/ul>\n

    B\u011bhem t\u00e9ho\u017e desetilet\u00ed se spole\u010dnost SIFI<\/strong> rozrostla v mezin\u00e1rodn\u00ed oftalmologickou skupinu p\u016fsob\u00edc\u00ed na n\u011bkolika kontinentech, co\u017e nakonec vedlo k jej\u00edmu p\u0159evzet\u00ed v\u00fdznamnou evropskou farmaceutickou spole\u010dnost\u00ed v roce 2025. Platforma MotoGP sice nebyla p\u0159\u00ed\u010dinou tohoto r\u016fstu, ale po celou dobu pat\u0159ila k nejv\u00fdrazn\u011bj\u0161\u00edm prvk\u016fm<\/strong>, jimi\u017e se spole\u010dnost prezentovala sv\u011btu. <\/p>\n

    Pro\u010d tuto spolupr\u00e1ci mohla zrealizovat pouze spole\u010dnost RTR Sports<\/h2>\n

    Um\u00edst\u011bn\u00ed loga m\u016f\u017ee zprost\u0159edkovat t\u00e9m\u011b\u0159 kdokoli, kdo m\u00e1 kontakt v t\u00fdmu. Tohle v\u0161ak ne\u0161lo. <\/strong><\/p>\n

    Navrhnout sponzorsk\u00fd program zalo\u017een\u00fd na v\u011bdeck\u00e9m od\u016fvodn\u011bn\u00ed; spojit zna\u010dku s t\u00fdmem, kter\u00fd je ochoten spolupracovat na v\u00fdzkumu; vytvo\u0159it aktiva\u010dn\u00ed, pohostinsk\u00fd a B2B program, kter\u00fd tato pr\u00e1va prom\u011bnil v konkr\u00e9tn\u00ed v\u00fdsledky; zorganizovat akci s ochutn\u00e1vkami pro spot\u0159ebitele, kter\u00e1 se konala od boxov\u00e9 uli\u010dky v Misanu a\u017e po st\u0159edov\u011bk\u00e9 ulice Luccy; podpora \u0161\u00ed\u0159en\u00ed v\u011bdeck\u00fdch poznatk\u016f na kongresech a v m\u00e9di\u00edch; a v neposledn\u00ed \u0159ad\u011b pomoc p\u0159i roz\u0161\u00ed\u0159en\u00ed spolupr\u00e1ce z jednoho t\u00fdmu na \u00farove\u0148 cel\u00e9ho \u0161ampion\u00e1tu ve spolupr\u00e1ci s Dornou \u2013 to v\u0161e vy\u017eaduje agenturu, kter\u00e1 p\u016fsob\u00ed sou\u010dasn\u011b na v\u0161ech stran\u00e1ch: na stran\u011b sponzora, t\u00fdmu i \u0161ampion\u00e1tu.<\/p>\n

    V tom spo\u010d\u00edv\u00e1 rozd\u00edl mezi agenturou, kter\u00e1 prod\u00e1v\u00e1 reklamn\u00ed prostor, a agenturou, kter\u00e1 vytv\u00e1\u0159\u00ed program. Spole\u010dnost RTR Sports uvedla SIFI do MotoGP v roce 2015 a pot\u00e9 po cel\u00e9 desetilet\u00ed p\u016fsobila jako nez\u00e1visl\u00fd partner, kter\u00fd v ka\u017ed\u00e9 f\u00e1zi tento vztah formoval, rozv\u00edjel a obnovoval. Rozsah toho, co se poda\u0159ilo vybudovat, p\u0159\u00edmo souvis\u00ed s hloubkou vztah\u016f, kter\u00e9 za t\u00edm stoj\u00ed \u2013 a pr\u00e1v\u011b hloubka m\u011b\u0159en\u00e1 v desetilet\u00edch, nap\u0159\u00ed\u010d v\u0161emi \u00farovn\u011bmi tohoto sportu, je to jedin\u00e9, co konkurence nedok\u00e1\u017ee napodobit. <\/p>\n

    Takto vypad\u00e1 v\u00edce\u00farov\u0148ov\u00fd z\u00e1sah<\/strong> pokr\u00fdvaj\u00edc\u00ed cel\u00fd \u017eivotn\u00ed cyklus v MotoGP<\/strong>. Pr\u00e1v\u011b tento standard m\u00e1 spole\u010dnost RTR Sports poskytovat. <\/p>\n","protected":false},"excerpt":{"rendered":"

    V roce 2015 nebyla spole\u010dnost SIFI z\u0159ejm\u00fdm kandid\u00e1tem na sponzorstv\u00ed v seri\u00e1lu MotoGP. Spole\u010dnost SIFI, zalo\u017een\u00e1 v Kat\u00e1nii v roce 1935, pat\u0159\u00ed k nejrenomovan\u011bj\u0161\u00edm nez\u00e1visl\u00fdm oftalmologick\u00fdm firm\u00e1m v Evrop\u011b \u2013 zab\u00fdv\u00e1 se v\u00fdvojem a v\u00fdrobou l\u00e9\u010div\u00fdch p\u0159\u00edpravk\u016f pro p\u00e9\u010di o zrak, nitroo\u010dn\u00edch \u010do\u010dek, chirurgick\u00fdch roztok\u016f a nutraceutik a \u0159\u00edd\u00ed se filozofi\u00ed \u201eEyeCare Together\u201c. Jej\u00edmi z\u00e1kazn\u00edky […]<\/p>\n","protected":false},"author":14,"featured_media":277654,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20277],"tags":[],"class_list":["post-344743","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motogp-10-7"],"acf":[],"contentshake_article_id":"","yoast_head":"\nP\u0159\u00edpad SIFI: jak jsme pomohli farmaceutick\u00e9 spole\u010dnosti prom\u011bnit sponzorstv\u00ed MotoGP v desetiletou v\u011bdeckou platformu<\/title>\n<meta name=\"description\" content=\"SIFI \u00d7 LCR Honda MotoGP: Pro\u010d se jedn\u00e1 o spolupr\u00e1ci, kterou mohla nav\u00e1zat pouze nez\u00e1visl\u00e1 agentura p\u016fsob\u00edc\u00ed na v\u0161ech stran\u00e1ch jedn\u00e1n\u00ed.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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