{"id":345483,"date":"2026-07-09T17:01:07","date_gmt":"2026-07-09T15:01:07","guid":{"rendered":"https:\/\/rtrsports.com\/analyza-dohody-mezi-monster-a-aprilia-co-nam-to-rika-o-trhu-motogp\/"},"modified":"2026-07-09T17:01:07","modified_gmt":"2026-07-09T15:01:07","slug":"analyza-dohody-mezi-monster-a-aprilia-co-nam-to-rika-o-trhu-motogp","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/analyza-dohody-mezi-monster-a-aprilia-co-nam-to-rika-o-trhu-motogp\/","title":{"rendered":"Anal\u00fdza dohody mezi Monster a Aprilia: co n\u00e1m to \u0159\u00edk\u00e1 o trhu MotoGP"},"content":{"rendered":"

29. kv\u011btna 2026, b\u011bhem v\u00edkendu Velk\u00e9 ceny It\u00e1lie v Mugellu<\/strong>, ozn\u00e1mily t\u00fdmy Aprilia Racing<\/strong> a Monster Energy<\/strong> prvn\u00edho hlavn\u00edho sponzora v historii Aprilie v MotoGP. Monster bude hlavn\u00edm sponzorem po zbytek roku 2026 a od sez\u00f3ny 2027 se stane hlavn\u00edm sponzorem. <\/p>\n

B\u011bhem \u0161esti t\u00fddn\u016f po ozn\u00e1men\u00ed se podm\u00ednky dohody rychle vyjasnily. Dohoda \u201ePatto della Concordia MotoGP\u201c byla ofici\u00e1ln\u011b podeps\u00e1na 19. \u010dervna na GP v Brn\u011b spole\u010dnostmi MGPSEG a Aprilia, Ducati, Honda, KTM a Yamaha s platnost\u00ed na obdob\u00ed 2027\u20132031. 30. \u010dervna spole\u010dnost Yamaha ofici\u00e1ln\u011b potvrdila odchod Fabia Quartarara a Alexe Rinsa na konci roku 2026, \u010d\u00edm\u017e se uzav\u0159ela osm sez\u00f3n trvaj\u00edc\u00ed spolupr\u00e1ce mezi tov\u00e1rnou a jezdci. O n\u011bkolik t\u00fddn\u016f pozd\u011bji Yamaha<\/strong> ozn\u00e1mila sestavu pro rok 2027 s Jorge Martinem<\/strong> (kter\u00fd po pouh\u00fdch dvou sez\u00f3n\u00e1ch opou\u0161t\u00ed Aprilia) a Ai Ogurou<\/strong> z t\u00fdmu Trackhouse. Aprilia zase podepsala smlouvu s Francescem Bagnaiou<\/strong>, dvojn\u00e1sobn\u00fdm mistrem sv\u011bta na Ducati, na \u010dty\u0159i roky s v\u00fdstupn\u00ed klauzul\u00ed po roce 2028. Tov\u00e1rn\u00ed sestava Aprilie pro rok 2027 bude tedy tvo\u0159ena Bagnaiou a Bezzecchim<\/strong>, co\u017e je jedna z nejsiln\u011bj\u0161\u00edch kombinac\u00ed jezdc\u016f, jak\u00e9 se v posledn\u00edch letech v \u0161ampion\u00e1tu objevily. <\/p>\n

V tomto kontextu \u2013 s podepsanou smlouvou s Concorde, Yamahou v procesu restrukturalizace a Aprilia, kter\u00e1 se chyst\u00e1 p\u0159edstavit dvojici Bagnaia\u2013Bezzecchi \u2013 ji\u017e dohoda mezi Monsterem a Aprilia nen\u00ed pouhou novinkou z paddocku. Jedn\u00e1 se o prvn\u00ed viditelnou zm\u011bnu v portfoliu velk\u00e9ho hlavn\u00edho sponzora MotoGP od doby, kdy spole\u010dnost Liberty v roce 2025 dokon\u010dila akvizici spole\u010dnosti Dorna, a je to prvn\u00ed obchodn\u00ed dohoda na \u00farovni tov\u00e1rn\u00edho t\u00fdmu, kterou se odborn\u00fd tisk pokou\u0161\u00ed vy\u010d\u00edslit v \u00e9\u0159e po Liberty. <\/p>\n

Pro ty, kdo pl\u00e1nuj\u00ed rozpo\u010det na sponzoring nebo investice do MotoGP v p\u0159\u00ed\u0161t\u00edch 12\u201318 m\u011bs\u00edc\u00edch, je tato dohoda jasn\u00fdm sign\u00e1lem. Je v\u0161ak t\u0159eba ji spr\u00e1vn\u011b vylo\u017eit, proto\u017ee povrchn\u00ed interpretace typu \u201eAprilia vyhr\u00e1v\u00e1, Monster plat\u00ed\u201c je nejm\u00e9n\u011b u\u017eite\u010dn\u00e1. <\/p>\n

Co n\u00e1m tiskov\u00e1 zpr\u00e1va sd\u011bluje a co ne<\/strong><\/h2>\n

Ofici\u00e1ln\u00ed ozn\u00e1men\u00ed je stru\u010dn\u00e9 a psan\u00e9 v korpor\u00e1tn\u00edm stylu. Uv\u00e1d\u00ed v\u00edcelet\u00e9 partnerstv\u00ed, roli spole\u010dnosti Monster jako hlavn\u00edho sponzora v roce 2026 a titul\u00e1rn\u00edho sponzora od roku 2027, a tak\u00e9 p\u0159\u00edtomnost loga se t\u0159emi dr\u00e1py na motocyklech, v ko\u017een\u00fdch kombin\u00e9z\u00e1ch a na kl\u00ed\u010dov\u00fdch propaga\u010dn\u00edch materi\u00e1lech. Prohl\u00e1\u0161en\u00ed vydali Massimo Rivola<\/strong>, gener\u00e1ln\u00ed \u0159editel Aprilia Racing, a Mitch Covington<\/strong>, SVP Sports Marketing spole\u010dnosti Monster Energy. Ani jeden z nich nezm\u00ednil hodnotu smlouvy. <\/p>\n

Tato \u010d\u00e1stka \u2013 p\u0159ibli\u017en\u011b 12 milion\u016f eur \/ 14 milion\u016f dolar\u016f ro\u010dn\u011b<\/strong> pro Aprilia Racing \u2013 je pouhou spekulac\u00ed odborn\u00e9ho tisku. Nen\u00ed potvrzena z\u00fa\u010dastn\u011bn\u00fdmi stranami a v tiskov\u00fdch zpr\u00e1v\u00e1ch nen\u00ed uvedena. Je t\u0159eba ji pova\u017eovat za odhad a p\u0159ipsat ji tisku, nikoli za ov\u011b\u0159en\u00fd \u00fadaj. <\/p>\n

Tiskov\u00e1 zpr\u00e1va uv\u00e1d\u00ed tak\u00e9 sportovn\u00ed kontext: Aprilia v roce 2025 zaznamenala nejvy\u0161\u0161\u00ed po\u010det v\u00edt\u011bzstv\u00ed v jedn\u00e9 sez\u00f3n\u011b ve sv\u00e9 historii, s Bezzecchim obsadila t\u0159et\u00ed m\u00edsto v \u017eeb\u0159\u00ed\u010dku jezdc\u016f a druh\u00e9 m\u00edsto v \u017eeb\u0159\u00ed\u010dku konstrukt\u00e9r\u016f. V roce 2026 vyhr\u00e1la prvn\u00ed t\u0159i Velk\u00e9 ceny sez\u00f3ny, na Velk\u00e9 cen\u011b Francie obsadila cel\u00e9 p\u00f3dium (1\u20132\u20133), vede \u017eeb\u0159\u00ed\u010dky jezdc\u016f, konstrukt\u00e9r\u016f i t\u00fdm\u016f. To je sportovn\u00ed kontext t\u00e9to dohody, kter\u00fd je sice nezbytn\u00fd, ale k jej\u00edmu vysv\u011btlen\u00ed nesta\u010d\u00ed. <\/p>\n

T\u0159i m\u00edsta ke \u010dten\u00ed<\/strong><\/h1>\n

Bod 1: Dopad na cenovou politiku.<\/strong> Dohoda mezi Monsterem a Aprilia, i kdy\u017e p\u0159esn\u00e1 \u010d\u00e1stka nebyla zve\u0159ejn\u011bna, je prvn\u00edm srovnateln\u00fdm p\u0159\u00edkladem na \u00farovni ofici\u00e1ln\u00edch t\u00fdm\u016f v \u00e9\u0159e po Liberty, pokud jde o cenu hlavn\u00edch sponzor\u016f v MotoGP<\/strong>. V p\u0159edchoz\u00edch \u010dl\u00e1nc\u00edch jsme vych\u00e1zeli z rozmez\u00ed uv\u00e1d\u011bn\u00e9ho odborn\u00fdm tiskem, kter\u00e9 se pohybovalo mezi 3 a 8 miliony eur ro\u010dn\u011b pro satelitn\u00ed t\u00fdmy st\u0159edn\u00ed \u00farovn\u011b, u \u0161pi\u010dkov\u00fdch tov\u00e1rn\u00edch t\u00fdm\u016f to bylo o n\u011bco v\u00edce. Pokud se odhad p\u0159ibli\u017en\u011b 12 milion\u016f eur bl\u00ed\u017e\u00ed skute\u010dnosti, cena za tituln\u00edho sponzora pro \u0161pi\u010dkov\u00e9 ofici\u00e1ln\u00ed t\u00fdmy MotoGP v roce 2027 se pohybuje v horn\u00ed \u010d\u00e1sti rozmez\u00ed, kter\u00e9 odborn\u00fd tisk odhadoval p\u0159ed \u0161esti m\u011bs\u00edci, a nad horn\u00ed hranic\u00ed rozmez\u00ed pro satelitn\u00ed t\u00fdmy. Jin\u00fdmi slovy: smlouva s Tech3 z ledna 2026 (odhadovan\u00e1 hodnota akvizice 20 milion\u016f eur v hotovosti) p\u0159edstavovala dno pro t\u00fdmy v obt\u00ed\u017e\u00edch; smlouva mezi Monster a Aprilia naopak p\u0159edstavuje cenu hlavn\u00edho sponzora pro tov\u00e1rn\u00ed t\u00fdm, kter\u00fd pr\u00e1v\u011b pro\u017e\u00edv\u00e1 silnou sportovn\u00ed dynamiku<\/strong>. Rozp\u011bt\u00ed pro stanoven\u00ed tr\u017en\u00ed ceny v MotoGP v roce 2027 \u2013 jako orienta\u010dn\u00ed hodnota pro ty, kdo dnes vyjedn\u00e1vaj\u00ed \u2013 se pohybuje mezi 4 a 15 miliony ro\u010dn\u011b, p\u0159i\u010dem\u017e horn\u00ed hranice tohoto rozp\u011bt\u00ed je vyhrazena pouze pro tov\u00e1rn\u00ed t\u00fdmy v pln\u00e9m sportovn\u00edm rozmachu. <\/p>\n

Bod 2: Logika portfolia Monster.<\/strong> O tomto bodu odborn\u00fd tisk informoval nejm\u00e9n\u011b. Monster Energy je hlavn\u00edm sponzorem tov\u00e1rn\u00edho t\u00fdmu Yamaha v MotoGP od roku 2019<\/strong>, kdy nahradila spole\u010dnost Movistar. Osm sez\u00f3n. Yamaha nevyhr\u00e1la \u017e\u00e1dn\u00fd Grand Prix od z\u00e1vodu na Sachsenringu v roce 2022. Partnerstv\u00ed mezi Monster a Yamahou skon\u010d\u00ed na konci roku 2026. <\/p>\n

Spole\u010dnost Yamaha 30. \u010dervna ofici\u00e1ln\u011b ozn\u00e1mila odchod Quartarara<\/strong> a Rinsa<\/strong> na konci sez\u00f3ny a p\u0159edstavila sestavu pro rok 2027 s Martinem<\/strong> a Ogurou,<\/strong> \u010d\u00edm\u017e elegantn\u011b uzav\u0159ela \u00e9ru Monster. V tomto kontextu nen\u00ed transakce mezi Monster a Aprilia vstupem do nov\u00e9ho prost\u0159ed\u00ed. Jedn\u00e1 se o v\u00fdm\u011bnu portfolia: Monster uvol\u0148uje m\u00edsto Yamahy<\/strong> (aktivum, kter\u00e9 p\u0159estalo p\u0159in\u00e1\u0161et v\u00fdsledky) a p\u0159eb\u00edr\u00e1 m\u00edsto Aprilie (aktivum na vzestupu, kter\u00e9 v roce 2027 bude m\u00edt na startovn\u00edm ro\u0161tu Bagnaiu, dvojn\u00e1sobn\u00e9ho mistra sv\u011bta, po boku l\u00eddra \u0161ampion\u00e1tu Bezzecchiho). Pro CMO, kter\u00fd sleduje trh, je to d\u016fkaz, \u017ee zaveden\u00fd titul\u00e1rn\u00ed sponzor ne\u010dek\u00e1 na obnoven\u00ed smlouvy, aby obnovil rovnov\u00e1hu<\/strong> \u2013 jedn\u00e1 s p\u0159edstihem, vyb\u00edr\u00e1 si spr\u00e1vn\u00fd okam\u017eik a zam\u011b\u0159uje se na aktivum, kter\u00e9 mu p\u0159in\u00e1\u0161\u00ed zisk v oblasti pov\u011bdom\u00ed a v\u00fdkonu, nikoli na aktivum, s n\u00edm\u017e m\u011bl historick\u00fd vztah. D\u016fle\u017eit\u00fd detail: rozhodnut\u00ed Aprilie p\u0159i\u0161lo v dob\u011b, kdy Yamaha sestavovala bal\u00ed\u010dek pro rok 2027, kter\u00fd rozhodn\u011b nebyl slab\u00fd (Martin je b\u00fdval\u00fd mistr, Ogura je osv\u011bd\u010den\u00fd talent). Spole\u010dnost Monster si nevybrala t\u00fdm s nejhor\u0161\u00edmi vyhl\u00eddkami \u2013 vybrala si ten s nejlep\u0161\u00edmi bezprost\u0159edn\u00edmi<\/strong> vyhl\u00eddkami. Je to volba na\u010dasov\u00e1n\u00ed, nikoli pesimismu ohledn\u011b Yamahy. Sponzorsk\u00e9 portfolio se vyva\u017euje jako investi\u010dn\u00ed fond, ne jako man\u017eelstv\u00ed. <\/p>\n

Rubrika 3: Op\u011btovn\u00e9 p\u0159ehodnocen\u00ed akci\u00ed Liberty.<\/strong> \u010cl\u00e1nek ze dne 14. kv\u011btna 2026<\/strong><\/a> tvrdil, \u017ee obdob\u00ed p\u0159ehodnocen\u00ed hodnot v MotoGP ji\u017e za\u010dalo a \u017ee n\u00e1klady na hlavn\u00ed sponzory v MotoGP se nach\u00e1zej\u00ed ve f\u00e1zi maxim\u00e1ln\u00edho sni\u017eov\u00e1n\u00ed. Dne 12. \u010dervna 2026 jsme aktualizovali n\u00e1\u0161 v\u00fdklad<\/strong><\/a> vzhledem k Paktu Concordia, kter\u00fd se pr\u00e1v\u011b finalizoval, a vzhledem k deklarovan\u00e9 priorit\u011b spole\u010dnosti MGPSEG v oblasti komunikace a marketingu. V n\u00e1sleduj\u00edc\u00edch t\u00fddnech se pracovn\u00ed program prom\u011bnil v podpis: 19. \u010dervna na GP v Brn\u011b podepsaly MGPSEG a p\u011bt v\u00fdrobc\u016f \u2014 Aprilia, Ducati, Honda, KTM, Yamaha \u2014 Pakt Concordia s platnost\u00ed na obdob\u00ed 2027\u20132031. Bylo to poprv\u00e9 v historii MotoGP, kdy v\u0161ichni v\u00fdrobci dos\u00e1hli jednomysln\u00e9ho stanoviska k obchodn\u00ed dohod\u011b s \u0161ampion\u00e1tem. Dohoda mezi Monsterem a Aprilia \u2013 ozn\u00e1men\u00e1 t\u0159i t\u00fddny p\u0159ed<\/em> podpisem Paktu \u2013 je prvn\u00ed tr\u017en\u00ed dohodou, kter\u00e1 ve\u0159ejn\u011b potvrzuje sc\u00e9n\u00e1\u0159 popsan\u00fd v obou \u010dl\u00e1nc\u00edch a jeho\u017e rozsah byl kvantifikov\u00e1n odborn\u00fdm tiskem. Na\u010dasov\u00e1n\u00ed je v\u00fdznamn\u00e9: spole\u010dnost Monster podepsala smlouvu v dob\u011b, kdy obchodn\u00ed r\u00e1mec \u0161ampion\u00e1tu je\u0161t\u011b nebyl uzav\u0159en, p\u0159ed podpisem Paktu, p\u0159ed pravd\u011bpodobn\u00fdm spu\u0161t\u011bn\u00edm dokument\u00e1rn\u00edho seri\u00e1lu Apple TV+ a p\u0159ed druh\u00fdm z\u00e1vodem v USA \u2013 a to na aktivu, jeho\u017e hodnota by m\u011bla v p\u0159\u00ed\u0161t\u00edch 24\u201336 m\u011bs\u00edc\u00edch r\u016fst. Je to tah toho, kdo vstupuje na trh hned na za\u010d\u00e1tku, nikoli toho, kdo \u010dek\u00e1 na stabilizaci situace. <\/p>\n

Vid\u011bt v\u011bci ve spr\u00e1vn\u00e9m kontextu<\/strong><\/h2>\n

Nej\u010dast\u011bj\u0161\u00edm v\u00fdkladem, kter\u00fd se objevoval v \u010dl\u00e1nc\u00edch o t\u00e9to dohod\u011b v n\u00e1sleduj\u00edc\u00edch dnech po ozn\u00e1men\u00ed, bylo vn\u00edm\u00e1n\u00ed t\u00e9to dohody jako sportovn\u00ed odm\u011bny: Aprilia vyhr\u00e1v\u00e1, tak\u017ee Monster plat\u00ed. Je pravda, \u017ee sportovn\u00ed dynamika je bezprost\u0159edn\u00edm spou\u0161t\u011b\u010dem \u2013 hlavn\u00ed sponzor nepodep\u00ed\u0161e smlouvu s t\u00fdmem, kter\u00fd prohr\u00e1v\u00e1 \u2013, ale tento v\u00fdklad je nedostate\u010dn\u00fd. <\/p>\n

Aprilia byla od sv\u00e9ho n\u00e1vratu do MotoGP jako tov\u00e1rn\u00ed t\u00fdm v roce 2022 jedin\u00fdm t\u00fdmem na startovn\u00edm ro\u0161tu bez hlavn\u00edho sponzora<\/strong>. Jednalo se o v\u00fdjime\u010dnou situaci, nikoli o osud. Probl\u00e9mem nebyl v\u00fdkon \u2013 Aprilia vyhr\u00e1la Velk\u00e9 ceny i v p\u0159edchoz\u00edch sez\u00f3n\u00e1ch \u2013, ale soulad mezi zna\u010dkou potenci\u00e1ln\u00edho hlavn\u00edho sponzora a aktu\u00e1ln\u00ed obchodn\u00ed situac\u00ed t\u00fdmu. Tato shoda v roce 2026 existuje, proto\u017ee Aprilia upevnila svou sportovn\u00ed platformu a proto\u017ee Monster pot\u0159ebuje platformu, kter\u00e1 roste. Hlavn\u00ed akt\u00e9\u0159i dohody se spojili d\u00edky p\u0159\u00edzniv\u00e9 konjunktu\u0159e. Jedn\u00e1 se o investici do p\u0159\u00edle\u017eitosti, nikoli o odm\u011bnu za minul\u00e9 \u00fasp\u011bchy. <\/p>\n

Dal\u0161\u00ed chybou v ch\u00e1p\u00e1n\u00ed je pova\u017eovat Monster za \u201eenergetick\u00e9ho sponzora\u201c, kter\u00fd p\u0159ech\u00e1z\u00ed mezi t\u00fdmy, aby optimalizoval viditelnost zna\u010dky. Monster ji\u017e sponzoruje Yamahu (do konce roku 2026), je hlavn\u00edm sponzorem t\u00fdmu Ducati Lenovo Team, t\u00fdmu Marca M\u00e1rqueze, jeho\u017e smlouva byla pr\u00e1v\u011b prodlou\u017eena na obdob\u00ed 2027\u20132028, a je jednou ze t\u0159\u00ed \u010di \u010dty\u0159 zna\u010dek s nejv\u011bt\u0161\u00ed celkovou expozic\u00ed v paddocku MotoGP. P\u0159echod Monsteru k Aprilii nen\u00ed pouh\u00fdm dopl\u0148kem. Jedn\u00e1 se o z\u00e1m\u011brnou zm\u011bnu struktury, v r\u00e1mci kter\u00e9 se portfolio Monsteru v MotoGP p\u0159esouv\u00e1 z kombinace \u201eYamaha \u2013 tituln\u00ed sponzor + Ducati \u2013 hlavn\u00ed sponzor + dal\u0161\u00ed\u201c na kombinaci \u201eAprilia \u2013 tituln\u00ed sponzor + Ducati \u2013 hlavn\u00ed sponzor + dal\u0161\u00ed\u201c. Rozd\u00edl je strategick\u00fd, nikoli operativn\u00ed: Monster p\u0159ech\u00e1z\u00ed z jednoho bal\u00ed\u010dku (upadaj\u00edc\u00ed Yamaha + v\u00edt\u011bzn\u00e1 Ducati) na jin\u00fd bal\u00ed\u010dek (stoupaj\u00edc\u00ed Aprilia + v\u00edt\u011bzn\u00e1 Ducati). Portfolio pro rok 2027 je na pap\u00ed\u0159e siln\u011bj\u0161\u00ed ne\u017e portfolio pro rok 2026.<\/strong><\/p>\n

\u00davahy t\u011bch, kte\u0159\u00ed stejn\u011b jako my sleduj\u00ed trh<\/strong><\/h2>\n

Pro CMO, kter\u00fd zva\u017euje sponzorstv\u00ed v MotoGP<\/strong><\/a> , je struktura dohody mezi Monster a Aprilia studijn\u00edm materi\u00e1lem na t\u0159ech \u00farovn\u00edch.<\/p>\n

Pro CMO.<\/strong> Tato dohoda ukazuje, \u017ee p\u0159\u00edle\u017eitost k vyv\u00e1\u017een\u00ed vlastn\u00edho portfolia v motoristick\u00e9m sportu se nenab\u00edz\u00ed pouze p\u0159i obnov\u011b smlouvy. Je mo\u017en\u00e9 odej\u00edt d\u0159\u00edve, vybrat si n\u00e1stupce d\u0159\u00edve a star\u00fd aktivum si ponechat za sn\u00ed\u017eenou cenu a\u017e do konce sez\u00f3ny. Spole\u010dnost Monster neopustila Yamahu v polovin\u011b roku 2025 \u2013 z\u016fstala po celou sez\u00f3nu a ozn\u00e1mila spolupr\u00e1ci s Aprilia s \u0161estim\u011bs\u00ed\u010dn\u00edm p\u0159edstihem p\u0159ed p\u0159echodem. CMO, kter\u00fd dnes pl\u00e1nuje v\u00edcelet\u00fd motorsportovn\u00ed program, by m\u011bl uva\u017eovat v r\u00e1mci alokace s pr\u016fb\u011b\u017en\u00fdm \u010dasov\u00fdm oknem, nikoli v r\u00e1mci pevn\u011b v\u00e1zan\u00fdch smluv. Ot\u00e1zka nezn\u00ed \u201es jak\u00fdm t\u00fdmem podep\u00ed\u0161eme smlouvu na p\u0159\u00ed\u0161t\u00edch p\u011bt let\u201c, ale \u201ejak\u00fd je n\u00e1\u0161 proces vyva\u017eov\u00e1n\u00ed portfolia ka\u017ed\u00fdch 12\u201324 m\u011bs\u00edc\u016f\u201c. <\/p>\n

Pro finan\u010dn\u00edho \u0159editele (CFO).<\/strong> Tato transakce p\u0159edstavuje tak\u00e9 srovnateln\u00fd, by\u0165 spekulativn\u00ed, podklad pro ocen\u011bn\u00ed hlavn\u00edho sponzorstv\u00ed ofici\u00e1ln\u00edho t\u00fdmu MotoGP v roce 2027<\/strong>. Odhad odborn\u00e9ho tisku ve v\u00fd\u0161i 12 milion\u016f eur pro Aprilia je v souladu s r\u00e1mcem, kter\u00fd byl na tomto blogu navr\u017een ji\u017e d\u0159\u00edve. Finan\u010dn\u00ed \u0159editel, kter\u00fd dnes vyhodnocuje IRR investice do hlavn\u00edho sponzorsk\u00e9ho m\u00edsta tov\u00e1rn\u00edho t\u00fdmu, m\u016f\u017ee vyu\u017e\u00edt dohodu mezi Monster a Aprilia jako p\u0159ibli\u017en\u00fd srovnateln\u00fd p\u0159\u00edpad, av\u0161ak s v\u00fdslovnou pozn\u00e1mkou, \u017ee tato \u010d\u00e1stka nen\u00ed potvrzena a \u017ee dohody se v\u00fdrazn\u011b li\u0161\u00ed v z\u00e1vislosti na v\u00fdkonnosti t\u00fdmu. <\/p>\n

Pro gener\u00e1ln\u00edho \u0159editele nebo v\u00fdkonn\u00e9ho \u0159editele.<\/strong> Pro strategick\u00e9ho rozhodovatele je tato dohoda vn\u011bj\u0161\u00edm d\u016fkazem toho, jak se velk\u00e9 zna\u010dky chovaj\u00ed v MotoGP nyn\u00ed, kdy\u017e je tato s\u00e9rie ve vlastnictv\u00ed spole\u010dnosti Liberty: pl\u00e1n je potvrzen<\/strong>, alespo\u0148 pokud jde o tr\u017en\u00ed cenovou hladinu, konkr\u00e9tn\u00edm krokem v\u00fdznamn\u00e9ho glob\u00e1ln\u00edho sponzora. Strategick\u00e1 ot\u00e1zka ji\u017e nezn\u00ed \u201ezda\u201c je okno pro p\u0159ehodnocen\u00ed MotoGP otev\u0159en\u00e9 \u2013 dohoda se spole\u010dnost\u00ed Monster to potvrzuje \u2013, ale \u201ekolik \u010dasu zb\u00fdv\u00e1, ne\u017e se ceny ust\u00e1l\u00ed v horn\u00ed \u010d\u00e1sti cenov\u00e9ho rozp\u011bt\u00ed\u201c. Operativn\u00ed odpov\u011b\u010f, odvozen\u00e1 z modelu F1 pro obdob\u00ed 2017\u20132020, zn\u00ed 18\u201336 m\u011bs\u00edc\u016f. <\/p>\n

Stru\u010dn\u00e1 ot\u00e1zka<\/strong><\/h2>\n

Pro zna\u010dku, kter\u00e1 dnes sleduje trh MotoGP<\/strong>, vyvst\u00e1v\u00e1 v souvislosti s dohodou mezi Monsterem a Aprilia jedna ot\u00e1zka: Je v\u00e1\u0161 proces p\u0159id\u011blov\u00e1n\u00ed sponzorsk\u00fdch prost\u0159edk\u016f<\/strong> schopen se p\u0159izp\u016fsobit, kdy\u017e jeden aktivum p\u0159estane p\u0159in\u00e1\u0161et zisk a jin\u00e9 za\u010dne, nebo je st\u00e1le v\u00e1z\u00e1n na logiku line\u00e1rn\u00edho obnovov\u00e1n\u00ed smluv?<\/p>\n

Dohoda z 29. kv\u011btna 2026 ukazuje, \u017ee trh MotoGP v letech 2026\u20132027 odm\u011b\u0148uje ty, kdo prov\u00e1d\u011bj\u00ed rebalancov\u00e1n\u00ed s dostate\u010dnou rezervou, nikoli ty, kdo vy\u010dk\u00e1vaj\u00ed. Odm\u011b\u0148uje tak\u00e9 ty, kte\u0159\u00ed kvantifikuj\u00ed \u2013 i kdy\u017e p\u0159esn\u00e1 hodnota nen\u00ed ve\u0159ejn\u011b zn\u00e1m\u00e1 \u2013 cenu aktiva v procesu p\u0159ehodnocen\u00ed a jednaj\u00ed s v\u011bdom\u00edm, \u017ee p\u0159\u00edle\u017eitost nebude trvat v\u011b\u010dn\u011b. <\/p>\n

Portfolio sponzor\u016f se p\u0159eskupuje podobn\u011b jako investi\u010dn\u00ed fond: zbavujeme se aktiv, kter\u00e1 p\u0159inesla vysok\u00fd v\u00fdnos nebo ji\u017e v\u00fdnos nep\u0159in\u00e1\u0161ej\u00ed, a zam\u011b\u0159ujeme se na to, co je nejv\u00fdhodn\u011bj\u0161\u00ed. Nen\u00ed to jako man\u017eelstv\u00ed. <\/p>\n

Hlavn\u00ed sponzor je role. Ne identita. <\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

29. kv\u011btna 2026, b\u011bhem v\u00edkendu Velk\u00e9 ceny It\u00e1lie v Mugellu, ozn\u00e1mily t\u00fdmy Aprilia Racing a Monster Energy prvn\u00edho hlavn\u00edho sponzora v historii Aprilie v MotoGP. Monster bude hlavn\u00edm sponzorem po zbytek roku 2026 a od sez\u00f3ny 2027 se stane hlavn\u00edm sponzorem. B\u011bhem \u0161esti t\u00fddn\u016f po ozn\u00e1men\u00ed se podm\u00ednky dohody rychle vyjasnily. Dohoda \u201ePatto della Concordia […]<\/p>\n","protected":false},"author":14,"featured_media":345470,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[],"tags":[],"class_list":["post-345483","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"acf":[],"contentshake_article_id":"","yoast_head":"\nAnal\u00fdza dohody mezi Monster a Aprilia: co n\u00e1m to \u0159\u00edk\u00e1 o trhu MotoGP<\/title>\n<meta name=\"description\" content=\"Pro fanou\u0161ky MotoGP vyvol\u00e1v\u00e1 dohoda mezi Monsterem a Aprilia jednu ot\u00e1zku: jak prob\u00edh\u00e1 proces p\u0159id\u011blov\u00e1n\u00ed sponzorsk\u00fdch prost\u0159edk\u016f, kdy\u017e jeden sponzor p\u0159estane p\u0159in\u00e1\u0161et zisk a jin\u00fd za\u010dne?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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