{"id":346514,"date":"2026-07-20T17:11:16","date_gmt":"2026-07-20T15:11:16","guid":{"rendered":"https:\/\/rtrsports.com\/nezavislost-vertikalni-pristup-zkusenosti-metoda-rtr-sports\/"},"modified":"2026-07-20T17:11:16","modified_gmt":"2026-07-20T15:11:16","slug":"nezavislost-vertikalni-pristup-zkusenosti-metoda-rtr-sports","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/nezavislost-vertikalni-pristup-zkusenosti-metoda-rtr-sports\/","title":{"rendered":"Nez\u00e1vislost, vertik\u00e1ln\u00ed p\u0159\u00edstup, zku\u0161enosti: metoda RTR Sports"},"content":{"rendered":"

Kdo hled\u00e1 partnera pro sportovn\u00ed sponzorstv\u00ed<\/strong>, setk\u00e1v\u00e1 se s trhem, kter\u00fd slibuje v\u0161e: ka\u017ed\u00fd sport, ka\u017ed\u00fd rozpo\u010det, ka\u017ed\u00fd c\u00edl. Na t\u00e9to str\u00e1nce p\u0159edstavujeme t\u0159i principy, kter\u00fdmi se od roku 1995 \u0159\u00edd\u00edme p\u0159i ka\u017ed\u00e9m na\u0161em projektu \u2013 nez\u00e1vislost, vertik\u00e1ln\u00ed integrace, zku\u0161enosti<\/strong> \u2013 a vysv\u011btlujeme, pro\u010d pr\u00e1v\u011b tyto principy odli\u0161uj\u00ed sponzorstv\u00ed, kter\u00e9 p\u0159in\u00e1\u0161\u00ed skute\u010dnou hodnotu, od draze zaplacen\u00e9ho loga. Nejde o teorii: je to metoda, kterou jsme v\u00edce ne\u017e t\u0159icet let<\/strong> uplat\u0148ovali p\u0159i spolupr\u00e1ci s v\u00edce ne\u017e stovkou firem v osmi lig\u00e1ch.<\/strong> <\/p>\n

Pro\u010d manifest, pro\u010d pr\u00e1v\u011b te\u010f?<\/strong><\/h2>\n

Trh se sportovn\u00edm poradenstv\u00edm je\u0161t\u011b nikdy nebyl tak p\u0159epln\u011bn\u00fd. V\u0161eobecn\u00e9 agentury, kter\u00e9 sport p\u0159id\u00e1vaj\u00ed do sv\u00e9ho katalogu slu\u017eeb. Zprost\u0159edkovatel\u00e9, kte\u0159\u00ed prod\u00e1vaj\u00ed p\u0159edem p\u0159ipraven\u00e9 bal\u00ed\u010dky. S\u00e9riov\u011b vyr\u00e1b\u011bn\u00e9 obsahy, kter\u00e9 se v\u0161echny navz\u00e1jem podobaj\u00ed, proto\u017ee nikdo z jejich autor\u016f nikdy nevkro\u010dil do paddocku. <\/p>\n

V tomto shonu je pro firmu, kter\u00e1 zva\u017euje sponzorstv\u00ed, neju\u017eite\u010dn\u011bj\u0161\u00ed, kdy\u017e jasn\u011b \u0159ekneme, kdo jsme, jak pracujeme a \u2013 p\u0159edev\u0161\u00edm \u2013 co ned\u011bl\u00e1me. Tento \u010dl\u00e1nek je na\u0161\u00ed odpov\u011bd\u00ed. T\u0159i z\u00e1sady<\/strong>. \u017d\u00e1dn\u00e1 z nich nen\u00ed vyjednateln\u00e1. <\/p>\n

Co to znamen\u00e1 b\u00fdt nez\u00e1vislou agenturou zab\u00fdvaj\u00edc\u00ed se sponzoringem?<\/strong><\/h2>\n

To znamen\u00e1 pracovat v\u00fdhradn\u011b pro ty, kte\u0159\u00ed se cht\u011bj\u00ed st\u00e1t sponzory, nebo pro ty, kte\u0159\u00ed v ka\u017ed\u00e9m p\u0159\u00edpad\u011b sed\u00ed na t\u00e9 stran\u011b stolu. Spole\u010dnost RTR Sports nevlastn\u00ed \u017e\u00e1dn\u00e1 pr\u00e1va, nezastupuje \u017e\u00e1dn\u00e9 t\u00fdmy, jezdce ani \u0161ampion\u00e1ty a nem\u00e1 \u017e\u00e1dn\u00e9 bal\u00ed\u010dky, kter\u00e9 by mohla zprost\u0159edkovat: na\u0161\u00edm jedin\u00fdm \u00fakolem je h\u00e1jit z\u00e1jmy zna\u010dky. <\/p>\n

Jedn\u00e1 se o technick\u00e9 rozli\u0161en\u00ed pouze na prvn\u00ed pohled. Velk\u00e1 \u010d\u00e1st trhu funguje pr\u00e1v\u011b opa\u010dn\u011b: ten, kdo prod\u00e1v\u00e1 poradenstv\u00ed, z\u00e1rove\u0148 vlastn\u00ed i nab\u00eddku, kterou chce prodat. A kdy\u017e agentura dr\u017e\u00ed pr\u00e1va k ur\u010dit\u00e9mu t\u00fdmu, odpov\u011b\u010f je dan\u00e1 je\u0161t\u011b p\u0159edt\u00edm, ne\u017e zazn\u00ed ot\u00e1zka. A\u0165 u\u017e je c\u00edl klienta jak\u00fdkoli, \u0159e\u0161en\u00edm bude \u2013 p\u0159ekvapiv\u011b \u2013 pr\u00e1v\u011b ten t\u00fdm. Tot\u00e9\u017e samoz\u0159ejm\u011b plat\u00ed pro jakoukoli sportovn\u00ed zna\u010dku: t\u00fdmy, jezdce, ligy, akce, okruhy. <\/p>\n

Nez\u00e1vislost obrac\u00ed po\u0159ad\u00ed krok\u016f. Nejprve se analyzuj\u00ed c\u00edle spole\u010dnosti, jej\u00ed trhy a c\u00edlov\u00e9 skupiny. Pot\u00e9 se na cel\u00e9m trhu hled\u00e1 nejvhodn\u011bj\u0161\u00ed vlastn\u00edk. N\u011bkdy je to \u0161pi\u010dkov\u00fd t\u00fdm Formule 1. Jindy jde o satelitn\u00ed t\u00fdm MotoGP, program ve WEC nebo projekt ve Formuli E. Jindy zase je spr\u00e1vn\u00fdm doporu\u010den\u00edm smlouvu v\u016fbec nepodepsat, nebo alespo\u0148 ne hned. Za t\u0159icet let jsme to \u0159ekli u\u017e v\u00edcekr\u00e1t. V\u017edy jsme si tak zachovali d\u016fv\u011bru klienta, m\u00edsto abychom mu promrhali rozpo\u010det. <\/p>\n

B\u00fdt nez\u00e1visl\u00ed znamen\u00e1 tak\u00e9 b\u00fdt transparentn\u00ed ohledn\u011b toho, jak jsme odm\u011b\u0148ov\u00e1ni. Zprost\u0159edkovatelsk\u00e1 \u010dinnost je uzn\u00e1v\u00e1na sportovn\u00ed organizac\u00ed, nikoli zna\u010dkou; realizace sponzorstv\u00ed je samostatn\u00fd a voliteln\u00fd \u00fakol, kter\u00fd se sjedn\u00e1v\u00e1 p\u0159\u00edmo s danou spole\u010dnost\u00ed. \u017d\u00e1dn\u00e9 skryt\u00e9 polo\u017eky, \u017e\u00e1dn\u00e9 nepr\u016fhledn\u00e9 mar\u017ee: ti, kdo s n\u00e1mi spolupracuj\u00ed, v\u017edy v\u011bd\u00ed, na \u010d\u00ed stran\u011b stoj\u00edme. Na va\u0161\u00ed. <\/p>\n

Vertikalita: pro\u010d se v\u011bnujeme v\u00fdhradn\u011b motoristick\u00e9mu sportu<\/strong><\/h2>\n

Proto\u017ee hloubka je d\u016fle\u017eit\u011bj\u0161\u00ed ne\u017e \u0161\u00ed\u0159ka. P\u016fsob\u00edme v osmi \u0161ampion\u00e1tech \u2013 Formule 1, MotoGP, Formule E, WEC, WSBK, Dakar, IndyCar, NASCAR \u2013 a v \u017e\u00e1dn\u00e9m jin\u00e9m sportu. Ve\u0161ker\u00e9 znalosti na\u0161\u00ed agentury se soust\u0159ed\u00ed tam, kde je to pro klienta pot\u0159ebn\u00e9. <\/p>\n

Motorsport je ekosyst\u00e9m s vlastn\u00edmi pravidly. Obdob\u00ed pro jedn\u00e1n\u00ed se \u0159\u00edd\u00ed sportovn\u00edmi kalend\u00e1\u0159i, nikoli da\u0148ov\u00fdmi. Smluvn\u00ed struktury se li\u0161\u00ed od \u0161ampion\u00e1tu k \u0161ampion\u00e1tu a s nimi i skute\u010dn\u00e1 hodnota aktiv: m\u00edsto na karoserii, program pohostinnosti nebo obrazov\u00e1 pr\u00e1va jezdce nemaj\u00ed nikdy stejnou hodnotu ve dvou r\u016fzn\u00fdch paddock\u00e1ch. Formule 1 nen\u00ed MotoGP; vytrvalostn\u00ed z\u00e1vody nejsou americk\u00e9 ov\u00e1ly; ka\u017ed\u00e1 s\u00e9rie m\u00e1 svou vlastn\u00ed kulturu, sv\u00e9 vlastn\u00ed partnery a sv\u00e9 vlastn\u00ed na\u010dasov\u00e1n\u00ed. <\/p>\n

V\u011bd\u011bt, kdy se zahajuj\u00ed jedn\u00e1n\u00ed, jakou skute\u010dnou hodnotu m\u00e1 nab\u00edzen\u00e1 nab\u00eddka, kter\u00e9 klauzule chr\u00e1n\u00ed sponzora a kter\u00e9 ho vystavuj\u00ed riziku: takov\u00e9 hlubok\u00e9 znalosti se nedaj\u00ed ani pronajmout, ani improvizovat. Vybuduj\u00ed se t\u00edm, \u017ee \u010dlov\u011bk z\u016fst\u00e1v\u00e1 na stejn\u00e9m m\u00edst\u011b po cel\u00e1 desetilet\u00ed, z\u00e1vod za z\u00e1vodem, smlouva za smlouvou. <\/p>\n

Vertik\u00e1ln\u00ed zam\u011b\u0159en\u00ed je tak\u00e9 z obchodn\u00edho hlediska nev\u00fdhodn\u00e1 volba: znamen\u00e1 to odm\u00edtat zak\u00e1zky. Ka\u017ed\u00fd rok odm\u00edt\u00e1me firmy, kter\u00e9 n\u00e1s \u017e\u00e1daj\u00ed, abychom pro n\u011b pracovali v oblasti fotbalu, tenisu nebo jachtingu. P\u0159ich\u00e1z\u00edme t\u00edm o tr\u017eby. Z\u00edsk\u00e1v\u00e1me v\u0161ak d\u016fv\u011bryhodnost: kdy\u017e se poradce v\u011bnuje jen jedn\u00e9 v\u011bci, obvykle ji d\u011bl\u00e1 dob\u0159e. <\/p>\n

Zku\u0161enosti: v\u00edce ne\u017e t\u0159icet let v paddocku<\/strong><\/h2>\n

Spole\u010dnost RTR Sports byla zalo\u017eena v roce 1995. Od t\u00e9 doby jsme doprov\u00e1zeli v\u00edce ne\u017e sto firem v motoristick\u00e9m sportu a pro\u0161li jsme v\u0161emi f\u00e1zemi v\u00fdvoje trhu: vstupem i odchodem velk\u00fdch v\u00fdrobc\u016f, finan\u010dn\u00edmi krizemi, pandemi\u00ed, digit\u00e1ln\u00ed revoluc\u00ed i p\u0159\u00edchodem spole\u010dnosti Liberty Media nejprve do Formule 1 a pot\u00e9 do MotoGP. <\/p>\n

Zku\u0161enosti v tomto oboru p\u0159in\u00e1\u0161ej\u00ed t\u0159i v\u011bci. Prvn\u00ed z nich je schopnost rozpoznat sign\u00e1ly: po t\u0159iceti letech um\u00edme rozli\u0161it solidn\u00ed sportovn\u00ed projekt od toho, kter\u00fd \u017eije jen z reklamn\u00edch slib\u016f, a skute\u010dnou p\u0159\u00edle\u017eitost od nadhodnocen\u00e9 ceny. Druhou je znalost chyb. V\u0161echny jsme je vid\u011bli: sponzorskou smlouvu podepsanou bez pl\u00e1nu realizace, v\u00fdsledky, kter\u00e9 se nikdy nem\u011b\u0159ily, nespr\u00e1vn\u00e1 o\u010dek\u00e1v\u00e1n\u00ed ohledn\u011b prvn\u00edho roku, smlouvu postavenou na nad\u0161en\u00ed managementu nam\u00edsto na c\u00edlech spole\u010dnosti. T\u0159et\u00ed v\u011bc\u00ed je s\u00ed\u0165 kontakt\u016f: osobn\u00ed vztahy, budovan\u00e9 osobn\u011b v pr\u016fb\u011bhu \u010dasu, s t\u011bmi, kdo v paddocku skute\u010dn\u011b rozhoduj\u00ed. <\/p>\n

Nic z toho se neobjevuje na \u017e\u00e1dn\u00e9 prezentaci. Objevuje se to ve v\u00fdsledc\u00edch: p\u0159\u00edb\u011bhy na\u0161ich z\u00e1kazn\u00edk\u016f<\/a> hovo\u0159\u00ed o po\u0159adech, kter\u00e9 trvaly cel\u00e9 sez\u00f3ny a \u010dasto byly n\u011bkolikr\u00e1t prodlou\u017eeny. V na\u0161em oboru je prodlou\u017een\u00ed po\u0159adu jedinou recenz\u00ed, na kter\u00e9 z\u00e1le\u017e\u00ed. <\/p>\n

T\u0159i z\u00e1sady, jedna metoda<\/strong><\/h2>\n

Samostatn\u011b vzato jsou tyto z\u00e1sady pouze argumenty, ale dohromady tvo\u0159\u00ed metodu.<\/p>\n

Nez\u00e1vislost zaru\u010duje, \u017ee v\u00fdb\u011br nemovitosti bude ten spr\u00e1vn\u00fd pro zna\u010dku, nikoli ten, kter\u00fd vyhovuje agentu\u0159e. Vertik\u00e1ln\u00ed struktura zaru\u010duje, \u017ee vyjedn\u00e1v\u00e1n\u00ed povede ten, kdo zn\u00e1 trh l\u00e9pe ne\u017e prod\u00e1vaj\u00edc\u00ed. Zku\u0161enosti zaru\u010duj\u00ed, \u017ee investice bude v pr\u016fb\u011bhu \u010dasu aktivov\u00e1na, vyhodnocena a chr\u00e1n\u011bna, a to jak v r\u00e1mci s\u00edt\u011b, tak mimo ni. <\/p>\n

Tento postup dodr\u017eujeme p\u0159i ka\u017ed\u00e9m projektu, od sponzorstv\u00ed ve Formuli 1<\/a> p\u0159es programy v MotoGP<\/a> a\u017e po projekty ve Formuli E, WEC, WSBK, na Dakaru, v IndyCar a NASCAR. \u0160ampion\u00e1t se m\u011bn\u00ed. Na\u0161e metoda z\u016fst\u00e1v\u00e1 stejn\u00e1. <\/p>\n

Kde za\u010d\u00edt<\/strong><\/h2>\n

Dob\u0159e promy\u0161len\u00e9 sponzorstv\u00ed je jedn\u00edm z nej\u00fa\u010dinn\u011bj\u0161\u00edch marketingov\u00fdch n\u00e1stroj\u016f, jak\u00e9 existuj\u00ed: oslovuje celosv\u011btov\u00e9 publikum, buduje d\u016fv\u011bryhodnost a otev\u00edr\u00e1 nov\u00e9 trhy. \u0160patn\u011b promy\u0161len\u00e9 sponzorstv\u00ed je jen n\u00e1klad s logem. O tom, jak\u00fd bude v\u00fdsledek, se t\u00e9m\u011b\u0159 v\u017edy rozhoduje je\u0161t\u011b p\u0159ed podpisem smlouvy. <\/p>\n

Pokud va\u0161e spole\u010dnost zva\u017euje vstup do motoristick\u00e9ho sportu, poj\u010fme si o tom promluvit<\/a>: prvn\u00ed rozhovor v\u00e1s k ni\u010demu nezavazuje a mnoho v\u011bc\u00ed objasn\u00ed. \u0158ekneme v\u00e1m, co je re\u00e1ln\u00e9, co nen\u00ed, a \u2013 pokud to bude pot\u0159eba \u2013 tak\u00e9 kdy se vyplat\u00ed po\u010dkat. <\/p>\n

Zbytek p\u0159ijde a\u017e potom: ligy, smlouvy, \u010d\u00edsla. Na prvn\u00edm m\u00edst\u011b jsou z\u00e1sady. Od nich se za\u010d\u00edn\u00e1. <\/p>\n

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

Zastupuje spole\u010dnost RTR Sports tak\u00e9 t\u00fdmy nebo jezdce?<\/strong><\/h3>\n

Ne. Spolupracujeme v\u00fdhradn\u011b se zna\u010dkami a sponzory. Nevlastn\u00edme \u017e\u00e1dn\u00e1 sportovn\u00ed pr\u00e1va a nem\u00e1me \u017e\u00e1dn\u00fd invent\u00e1\u0159 k prodeji: pr\u00e1v\u011b d\u00edky tomu je na\u0161e poradenstv\u00ed prost\u00e9 st\u0159etu z\u00e1jm\u016f. <\/p>\n

V jak\u00fdch sout\u011b\u017e\u00edch p\u016fsob\u00ed RTR Sports?<\/strong><\/h3>\n

V osmi mezin\u00e1rodn\u00edch s\u00e9ri\u00edch: Formule 1, MotoGP, Formule E, WEC, WSBK, Dakar, IndyCar a NASCAR. Ostatn\u00ed sporty nesledujeme. <\/p>\n

Jak dlouho u\u017e spole\u010dnost RTR Sports existuje?<\/strong><\/h3>\n

Od roku 1995. V\u00edce ne\u017e t\u0159icet let nep\u0159etr\u017eit\u00e9 \u010dinnosti v oblasti sportovn\u00edho marketingu a sponzorstv\u00ed motoristick\u00e9ho sportu, se s\u00eddlem v Lond\u00fdn\u011b a klienty po cel\u00e9m sv\u011bt\u011b. <\/p>\n","protected":false},"excerpt":{"rendered":"

Kdo hled\u00e1 partnera pro sportovn\u00ed sponzorstv\u00ed, setk\u00e1v\u00e1 se s trhem, kter\u00fd slibuje v\u0161e: ka\u017ed\u00fd sport, ka\u017ed\u00fd rozpo\u010det, ka\u017ed\u00fd c\u00edl. Na t\u00e9to str\u00e1nce p\u0159edstavujeme t\u0159i principy, kter\u00fdmi se od roku 1995 \u0159\u00edd\u00edme p\u0159i ka\u017ed\u00e9m na\u0161em projektu \u2013 nez\u00e1vislost, vertik\u00e1ln\u00ed integrace, zku\u0161enosti \u2013 a vysv\u011btlujeme, pro\u010d pr\u00e1v\u011b tyto principy odli\u0161uj\u00ed sponzorstv\u00ed, kter\u00e9 p\u0159in\u00e1\u0161\u00ed skute\u010dnou hodnotu, od draze […]<\/p>\n","protected":false},"author":2,"featured_media":346500,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20230],"tags":[],"class_list":["post-346514","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing"],"acf":[],"contentshake_article_id":"","yoast_head":"\nNez\u00e1vislost, vertik\u00e1ln\u00ed p\u0159\u00edstup, zku\u0161enosti: metoda RTR Sports<\/title>\n<meta name=\"description\" content=\"Na t\u00e9to 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