{"id":348569,"date":"2026-08-26T09:19:45","date_gmt":"2026-08-26T07:19:45","guid":{"rendered":"https:\/\/rtrsports.com\/?p=348569"},"modified":"2026-08-26T09:19:45","modified_gmt":"2026-08-26T07:19:45","slug":"kolik-vynese-sportovni-sponzoring-pripadova-studie-ducati","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/kolik-vynese-sportovni-sponzoring-pripadova-studie-ducati\/","title":{"rendered":"Kolik ve skute\u010dnosti vynese sportovn\u00ed sponzoring: p\u0159\u00edpadov\u00e1 studie World Ducati Week"},"content":{"rendered":"

V \u010dervnu 2000 vlo\u017eil region Emilia-Romagna 294,2 milionu lir – necel\u00fdch 152 tis\u00edc eur – do srazu motork\u00e1\u0159\u016f v Misano Adriatico. Sraz vr\u00e1til regionu 13,8 miliardy lir, tedy zhruba 7,13 milionu eur, v podob\u011b pen\u011bz utracen\u00fdch na m\u00edst\u011b. Pom\u011br mezi t\u00edm, co vydala ve\u0159ejn\u00e1 spr\u00e1va, a t\u00edm, co inkasovalo \u00fazem\u00ed, je 1 ku 46,9<\/strong>.<\/p>\n

Vyplat\u00ed se to \u010d\u00edslo podr\u017eet, proto\u017ee neobvykle z\u0159eteln\u011b odpov\u00edd\u00e1 na ot\u00e1zku, kterou si t\u00e9m\u011b\u0159 ka\u017ed\u00e9 sponzorsk\u00e9 jedn\u00e1n\u00ed nese s sebou, ani\u017e ji vyslov\u00ed nahlas: kolik vlastn\u011b vynese sportovn\u00ed sponzoring. Ne kolik stoj\u00ed – to je vid\u011bt ve smlouv\u011b –, ale kolik se vr\u00e1t\u00ed a v jak\u00e9 podob\u011b.<\/p>\n

\u0158e\u010d je o sponzorstv\u00ed World Ducati Weekend 2000<\/strong> ze strany regionu Emilia-Romagna, o projektu p\u0159ipraven\u00e9m s poradenstv\u00edm RTR Sports Marketing a ocen\u011bn\u00e9m cenou ESCA Italian Sponsorship Award<\/strong> pro nejlep\u0161\u00ed italsk\u00fd projekt sportovn\u00edho sponzoringu roku. P\u0159\u00edpad je dvacet \u0161est let star\u00fd a pr\u00e1v\u011b proto je pou\u017eiteln\u00fd: pat\u0159\u00ed k t\u011bm nemnoha, u nich\u017e \u010das sv\u016fj rozsudek u\u017e vynesl.<\/p>\n

Destina\u010dn\u00ed sponzoring, zv\u00ed\u0159e sv\u00e9ho druhu<\/h2>\n

Ne\u017e se pust\u00edme do rozboru, je dobr\u00e9 v\u011bc pojmenovat. Nazv\u011bme destina\u010dn\u00edm sponzoringem<\/strong> ten p\u0159\u00edpad, kdy sponzorem nen\u00ed zna\u010dka hledaj\u00edc\u00ed viditelnost u publika, ale \u00fazem\u00ed hledaj\u00edc\u00ed n\u00e1v\u0161t\u011bvn\u00edky uvnit\u0159 publika. M\u011bn\u00ed se zadavatel a s n\u00edm se m\u011bn\u00ed v\u0161echno ostatn\u00ed: c\u00edlem nen\u00ed zn\u00e1most, ale p\u0159enocov\u00e1n\u00ed; ukazatelem nen\u00ed kontakt, ale fyzick\u00e1 p\u0159\u00edtomnost \u010dlov\u011bka, kter\u00fd sp\u00ed, j\u00ed a nakupuje v okruhu t\u0159iceti kilometr\u016f od akce.<\/p>\n

Rozli\u0161en\u00ed vypad\u00e1 technicky, a p\u0159itom je d\u016fvodem, pro\u010d se tento p\u0159\u00edpad d\u00e1 tak dob\u0159e zm\u011b\u0159it. Kdy\u017e je sponzorem turistick\u00e1 organizace, n\u00e1vratnost nen\u00ed t\u0159eba odhadovat modely reklamn\u00ed ekvivalence: d\u00e1 se spo\u010d\u00edtat. Obsazen\u00e9 pokoje jsou \u00fadaj, ne projekce. A je to i d\u016fvod, pro\u010d se pom\u011br 1:46,9 nem\u00e1 \u010d\u00edst jako p\u0159\u00edslib libovoln\u00e9ho sponzoringu – m\u00e1 se \u010d\u00edst jako to, co nastane, kdy\u017e je o\u010dek\u00e1van\u00e1 n\u00e1vratnost p\u0159\u00edmo obchodn\u00ed povahy a aktivace je postavena tak, aby ji vyrobila.<\/p>\n

Probl\u00e9m, kter\u00fd m\u011bla Emilia-Romagna v roce 2000<\/h2>\n

Na p\u0159elomu tis\u00edcilet\u00ed proch\u00e1zel romagnolsk\u00fd turistick\u00fd pr\u016fmysl f\u00e1z\u00ed zralosti: zaveden\u00e9 produkty, jen obt\u00ed\u017en\u011b obnoviteln\u00e9, a rostouc\u00ed pot\u00ed\u017ee se z\u00e1sahem skupin klient\u016f, kter\u00e9 Riviera nikdy nepova\u017eovala za sv\u00e9. Pr\u00e1vn\u00ed r\u00e1mec ale nab\u00edzel p\u0159esn\u00fd n\u00e1stroj. Region\u00e1ln\u00ed z\u00e1kon 7\/98 o podpo\u0159e cestovn\u00edho ruchu – jeho\u017e politickou cestu nese podpis Vasca Erraniho, tehdej\u0161\u00edho region\u00e1ln\u00edho radn\u00edho pro cestovn\u00ed ruch – umo\u017e\u0148oval projekt\u016fm podan\u00fdm soukrom\u00fdmi podnikateli s\u00e1hnout na ve\u0159ejn\u00e9 financov\u00e1n\u00ed za podm\u00ednky, \u017ee nab\u00eddka byla p\u0159ipravena pro konkr\u00e9tn\u00ed klientelu a \u017ee zaru\u010dovala p\u0159\u00ednos m\u011b\u0159iteln\u00fd v ubytovac\u00edch slu\u017eb\u00e1ch.<\/p>\n

Pr\u00e1v\u011b ta podm\u00ednka – m\u011b\u0159iteln\u00fd p\u0159\u00ednos<\/em> – je d\u016fvodem, pro\u010d dnes m\u016f\u017eeme tento p\u0159\u00edpad vypr\u00e1v\u011bt s \u010d\u00edsly v ruce m\u00edsto s p\u0159\u00eddavn\u00fdmi jm\u00e9ny. Z\u00e1kon nutil m\u011b\u0159it. Projekt byl kolem t\u00e9 povinnosti postaven.<\/p>\n

Jako c\u00edlov\u00e1 skupina byl ur\u010den mototurista<\/strong> a uvnit\u0159 toho segmentu majitel Ducati. Ne\u0161lo o romantickou volbu. Kdo cestuje na motorce, nesp\u00ed v kempu, proto\u017ee stroj m\u00e1lokdy unese stan; m\u00e1 st\u0159edn\u011b vysok\u00fd a\u017e vysok\u00fd p\u0159\u00edjem, odvoditeln\u00fd u\u017e z toho, \u017ee Ducati stoj\u00ed citeln\u011b v\u00edc ne\u017e konkurence stejn\u00e9 kubatury; pokud pohostinnost funguje, vrac\u00ed se, a vrac\u00ed se s rodinou a p\u0159\u00e1teli, tentokr\u00e1t autem; hled\u00e1 spole\u010densk\u00fd \u017eivot, um\u011bn\u00ed, trasy; a p\u0159ij\u00ed\u017ed\u00ed z cel\u00e9ho sv\u011bta, co\u017e z n\u011bj d\u011bl\u00e1 bezd\u011b\u010dn\u00e9ho, ale \u00fa\u010dinn\u00e9ho propag\u00e1tora m\u00edst, jimi\u017e projel.<\/p>\n

Dohromady tyto rysy popisuj\u00ed klienta s vysok\u00fdm potenci\u00e1lem \u00fatraty, o kter\u00e9ho se nikdo neuch\u00e1zel. Potenci\u00e1l dokl\u00e1dala u\u017e \u010d\u00edsla p\u0159edchoz\u00edho ro\u010dn\u00edku srazu: 10 000 \u00fa\u010dastn\u00edk\u016f, p\u0159es 25 000 p\u0159\u00edtomn\u00fdch a geografick\u00e9 rozlo\u017een\u00ed, kter\u00e9 se p\u0159ekr\u00fdvalo s trhy, je\u017e region pova\u017eoval za zaj\u00edmav\u00e9 (It\u00e1lie 38 %, N\u011bmecko 15 %, zbytek Evropy 36 %, Spojen\u00e9 st\u00e1ty 3,5 %).<\/p>\n

Pro\u010d pr\u00e1v\u011b World Ducati Weekend<\/h2>\n

World Ducati Week<\/a> je sv\u011btov\u00fd sraz majitel\u016f Ducati, po\u0159\u00e1dan\u00fd jednou za dva roky, aby pos\u00edlil pocit soun\u00e1le\u017eitosti s komunitou zna\u010dky. Ro\u010dn\u00edk 2000 se konal od 9. do 11. \u010dervna se z\u00e1kladnou na okruhu v Misano Adriatico a program byl u\u017e tehdy sp\u00ed\u0161 festivalem ne\u017e srazem: koncerty, vyj\u00ed\u017e\u010fky po Rivi\u00e9\u0159e, degustace, kaskad\u00e9rsk\u00e9 show, souboje mezi Formul\u00ed 1 a Superbike, n\u00e1v\u0161t\u011bvy tov\u00e1rny a Muzea Ducati, j\u00edzdy na okruhu, kurzy bezpe\u010dn\u00e9 j\u00edzdy, setk\u00e1n\u00ed s jezdci Ducati Corse, technick\u00e9 semin\u00e1\u0159e.<\/p>\n

Regionu ta platforma nab\u00edzela dv\u011b v\u011bci nar\u00e1z. Prvn\u00ed byl soust\u0159ed\u011bn\u00fd p\u0159\u00edstup k c\u00edlov\u00e9 skupin\u011b: tis\u00edce kvalifikovan\u00fdch mototurist\u016f na jednom m\u00edst\u011b, o jednom v\u00edkendu, mimo hlavn\u00ed sez\u00f3nu. Druhou, m\u00e9n\u011b z\u0159ejmou a cenn\u011bj\u0161\u00ed, byla role v p\u0159\u00edprav\u011b akce – mo\u017enost pod\u0159\u00eddit program turistick\u00fdm c\u00edl\u016fm m\u00edsto pouh\u00e9ho nalepen\u00ed loga na ud\u00e1lost, kterou u\u017e navrhl n\u011bkdo jin\u00fd.<\/p>\n

Je to rozd\u00edl mezi n\u00e1kupem viditelnosti a n\u00e1kupem vlivu na form\u00e1t. Podle na\u0161\u00ed zku\u0161enosti se skoro v\u017edycky pr\u00e1v\u011b tam rozhoduje, jestli sponzoring n\u011bco vyrob\u00ed, nebo z\u016fstane samolepkou.<\/p>\n

C\u00edle, sepsan\u00e9 p\u0159edem<\/h2>\n

Region vstoupil do projektu s c\u00edli na pap\u00ed\u0159e: vyvinout nov\u00fd turistick\u00fd produkt schopn\u00fd zaujmout tis\u00edce nikdy neosloven\u00fdch klient\u016f; podpo\u0159it cestovn\u00ed ruch v\u00fdrazn\u011b prodlu\u017euj\u00edc\u00ed sez\u00f3nu a slu\u010diteln\u00fd se st\u00e1vaj\u00edc\u00ed nab\u00eddkou Rivi\u00e9ry; pos\u00edlit vazbu mezi Emili\u00ed-Romagnou a motory, kter\u00e1 se u aut jmenuje Ferrari a u motocykl\u016f Ducati; vyu\u017e\u00edt ten rostouc\u00ed segment k p\u0159iveden\u00ed n\u00e1v\u0161t\u011bvn\u00edk\u016f i do vnitrozem\u00ed, do m\u011bste\u010dek a historick\u00fdch center; vyzkou\u0161et nov\u00e9 distribu\u010dn\u00ed a propaga\u010dn\u00ed kan\u00e1ly; dos\u00e1hnout na zem\u011b, kter\u00e9 z\u016fstaly na okraji institucion\u00e1ln\u00ed propaga\u010dn\u00ed kampan\u011b; a p\u0159iv\u00e9st na Rivi\u00e9ru zhruba 20 000 lid\u00ed na pobyty od jedn\u00e9 do sedmi noc\u00ed.<\/p>\n

Posledn\u00ed bod je jedin\u00fd c\u00edl formulovan\u00fd jako \u010d\u00edslo. Bude to tak\u00e9 jedin\u00fd, kter\u00fd na konci dovol\u00ed \u0159\u00edct, jestli projekt fungoval – a jak siln\u011b.<\/p>\n

Jak byla postavena aktivace<\/h2>\n

Region\u00e1ln\u00ed p\u0159\u00edsp\u011bvek umo\u017enil zapojit Promozione Alberghiera z Rimini, nejv\u011bt\u0161\u00ed dru\u017estvo hoteli\u00e9r\u016f na Rivi\u00e9\u0159e. Jeho \u00fa\u010dast neznamenala jen dostupnost jedn\u00e9 z nejv\u011bt\u0161\u00edch ubytovac\u00edch kapacit v It\u00e1lii, ale i organiza\u010dn\u00ed stroj, kter\u00fd s\u0148al z Ducati ve\u0161ker\u00e9 ot\u00e1zky spojen\u00e9 s ubytov\u00e1n\u00edm \u00fa\u010dastn\u00edk\u016f: bezpe\u010dn\u00e9 odstaven\u00ed motocykl\u016f, informa\u010dn\u00ed materi\u00e1ly o obc\u00edch regionu p\u0159\u00edmo v hotelech, vyhrazen\u00fd person\u00e1l na recepci.<\/p>\n

Na stran\u011b n\u00e1stroj\u016f vzniklo 50 000 propaga\u010dn\u00edch pohlednic v n\u011bkolika jazyc\u00edch, ka\u017ed\u00e1 s kontaktem pro rezervaci, 4 000 plak\u00e1t\u016f a v\u00fdv\u011bsek, vlastn\u00ed zna\u010dka pou\u017eit\u00e1 na v\u0161ech materi\u00e1lech, bro\u017eury bal\u00ed\u010dk\u016f roz\u0161\u00ed\u0159en\u00e9 na celou Emilii-Romagnu, samostatn\u00e1 sekce na webu Ducati s mo\u017enost\u00ed p\u0159\u00edm\u00e9 rezervace a po\u0161tovn\u00ed rozesl\u00e1n\u00ed do datab\u00e1ze z\u00e1kazn\u00edk\u016f a p\u0159\u00edznivc\u016f Ducati.<\/p>\n

Distribuce \u0161la kan\u00e1ly zna\u010dky, ne kan\u00e1ly cestovn\u00edho ruchu: vlastn\u00ed stojany ve 40 prodejn\u00e1ch Ducati Store a u dealer\u016f v It\u00e1lii, N\u011bmecku, Velk\u00e9 Brit\u00e1nii, Spojen\u00fdch st\u00e1tech, Oce\u00e1nii, Ji\u017en\u00ed Americe a Asii; internetov\u00e1 propagace na vybran\u00fdch seznamech ofici\u00e1ln\u00edch klub\u016f; p\u0159\u00edtomnost na mezin\u00e1rodn\u00edch term\u00ednech v\u010detn\u011b st\u00e1nk\u016f p\u0159ed padokem na Velk\u00fdch cen\u00e1ch mistrovstv\u00ed sv\u011bta Superbike 2000; \u00fa\u010dast na EICMA a Motor Show v Boloni; nasazen\u00ed tiskov\u00e9ho odd\u011blen\u00ed Ducati a koordinace vztah\u016f s dovozci po cel\u00e9m sv\u011bt\u011b s c\u00edlem propagovat zemi motor\u016f. I Ducati University poslou\u017eila jako kan\u00e1l: na setk\u00e1n\u00edch po\u0159\u00e1dan\u00fdch na n\u011bkter\u00fdch univerzit\u00e1ch se vedle historie a technologie zna\u010dky p\u0159edstavovaly turistick\u00e9 nab\u00eddky.<\/p>\n

Stoj\u00ed za pov\u0161imnut\u00ed, co v tom v\u00fd\u010dtu chyb\u00ed: \u017e\u00e1dn\u00e1 institucion\u00e1ln\u00ed imageov\u00e1 kampa\u0148. Ka\u017ed\u00fd n\u00e1stroj v sob\u011b nesl rezerva\u010dn\u00ed mechanismus. Aktivace \u00fazem\u00ed nekomunikovala, ona ho prod\u00e1vala.<\/p>\n

V\u00fdsledky, zm\u011b\u0159en\u00e9<\/h2>\n

Nejhmatateln\u011bj\u0161\u00ed v\u00fdsledek je v po\u010dtu \u00fa\u010dastn\u00edk\u016f: 23 000 p\u0159ihl\u00e1\u0161en\u00fdch a 17 000 registrovan\u00fdch motocykl\u016f<\/strong> (zdroj: Ducati Motor S.p.A.), proti 20 000 n\u00e1v\u0161t\u011bvn\u00edk\u016fm stanoven\u00fdm jako c\u00edl.<\/p>\n

Spo\u010d\u00edtat celkov\u00fd ekonomick\u00fd p\u0159\u00ednos takov\u00e9 akce je obt\u00ed\u017en\u00e9 a \u010d\u00e1st z n\u011bj z\u016fst\u00e1v\u00e1 z definice nesledovateln\u00e1. Omez\u00edme-li se na objektivn\u011b m\u011b\u0159iteln\u00e1 data, v\u00fddaje \u00fa\u010dastn\u00edk\u016f za ubytov\u00e1n\u00ed \u010dinily 7,176 miliardy lir<\/strong> (zhruba 3,71 milionu eur). K tomu se p\u0159id\u00e1v\u00e1 odhad mimoubytovac\u00edch v\u00fddaj\u016f: p\u0159i pr\u016fm\u011bru 60 000 lir na osobu a den vych\u00e1z\u00ed 6,624 miliardy lir<\/strong> (zhruba 3,42 milionu eur). Ob\u011b hodnoty po\u010d\u00edtaj\u00ed s pr\u016fm\u011brnou d\u00e9lkou pobytu 3,2 dne a zahrnuj\u00ed doprovod, odhadovan\u00fd na 0,5 osoby na ka\u017ed\u00e9ho p\u0159ihl\u00e1\u0161en\u00e9ho (zdroj: Promozione Alberghiera Rimini).<\/p>\n

Celkem jde o 13,8 miliardy lir, tedy zhruba 7,13 milionu eur<\/strong> ekonomick\u00e9ho p\u0159\u00ednosu pro region.<\/p>\n

Vedle toho stoj\u00ed medi\u00e1ln\u00ed n\u00e1vratnost. V\u00fdzkum, kter\u00fd si Ducati zadalo u spole\u010dnosti pro medi\u00e1ln\u00ed evaluaci Immagine & Sport, zm\u011b\u0159il televizn\u00ed p\u0159\u00edtomnost z\u00edskanou akc\u00ed a Emili\u00ed-Romagnou jako jevi\u0161t\u011bm: celkem 2 hodiny, 4 minuty a 24 sekund<\/strong> mezi speci\u00e1ln\u00edmi report\u00e1\u017eemi a prostorem ve sportovn\u00edch po\u0159adech. Tento \u00fadaj model nezpen\u011b\u017euje – co\u017e z \u010d\u00edsla 46,9 d\u011bl\u00e1 odhad sp\u00ed\u0161 podhodnocen\u00fd ne\u017e nadhodnocen\u00fd.<\/p>\n

Pom\u011br investice a p\u0159\u00ednosu<\/h2>\n

P\u0159\u00edsp\u011bvek skute\u010dn\u011b vyplacen\u00fd regionem Emilia-Romagna ve prosp\u011bch World Ducati Weekend 2000 \u010dinil 294,2 milionu lir<\/strong>, zhruba 151 942 eur. Postaven vedle 13,8 miliardy lir p\u0159\u00ednosu d\u00e1v\u00e1 pom\u011br n\u00e1klad\u016f a u\u017eitku 1 ku 46,9<\/strong>: na ka\u017ed\u00e9 investovan\u00e9 euro t\u00e9m\u011b\u0159 \u010dty\u0159icet sedm eur, kter\u00e9 se vr\u00e1tily \u00fazem\u00ed.<\/p>\n

Projekt vynesl RTR ESCA Italian Sponsorship Award<\/strong> v kategorii sport, p\u0159edanou 8. \u00fanora v Mil\u00e1n\u011b na univerzit\u011b IULM. „N\u00e1pad se zrodil z pot\u0159eby romagnolsk\u00e9ho turistick\u00e9ho pr\u016fmyslu naj\u00edt zaj\u00edmav\u00e9 a inovativn\u00ed nab\u00eddky pro skupiny klient\u016f, kter\u00e9 nikdy nebraly Emilii-Romagnu, a zvl\u00e1\u0161\u0165 Rivi\u00e9ru, jako m\u00edsto, kde str\u00e1vit dovolenou,“ vysv\u011btloval tehdy Riccardo Taf\u00e0<\/strong>, jednatel RTR. „Za t\u011bchto p\u0159edpoklad\u016f byl jako c\u00edlov\u00e1 skupina ur\u010den mototurista, zvl\u00e1\u0161t\u011b majitel Ducati: profil, kter\u00fd p\u0159i marketingov\u00e9 anal\u00fdze vykazoval zna\u010dn\u00fd potenci\u00e1l turistick\u00e9 popt\u00e1vky.“<\/p>\n

K metod\u011b Carlo Merlini<\/strong>, odpov\u011bdn\u00fd za projekt na stran\u011b RTR, ozna\u010dil za v\u00fdchoz\u00ed bod samotn\u00fd p\u0159edpis: „Po pe\u010dliv\u00e9m prostudov\u00e1n\u00ed z\u00e1kona 7\/98 RTR sestavilo program, d\u00edky n\u011bmu\u017e se aktivity Ducati Motor, a zvl\u00e1\u0161t\u011b World Ducati Weekend, mohly st\u00e1t z\u00e1rove\u0148 mocn\u00fdmi n\u00e1stroji turistick\u00e9 propagace romagnolsk\u00e9 Rivi\u00e9ry a cel\u00e9ho regionu.“<\/p>\n

Spolupr\u00e1ce m\u011bla i dohru, se kterou model nepo\u010d\u00edtal: Ducati a region vyty\u010dily dvacet turistick\u00fdch tras k projet\u00ed na motorce po nejcharakteristi\u010dt\u011bj\u0161\u00edch \u00fasec\u00edch Emilie-Romagny, pozd\u011bji shrnut\u00fdch do svazku a zahrnut\u00fdch do dal\u0161\u00edho propaga\u010dn\u00edho programu. Je to nej\u010dist\u0161\u00ed p\u0159\u00edklad toho, \u010demu jsme jinde \u0159\u00edkali efekt vrtule<\/em> – hodnota, kterou sponzoring vytv\u00e1\u0159\u00ed d\u00e1l pot\u00e9, co smlouva skon\u010dila, a kterou \u017e\u00e1dn\u00e9 z\u00e1v\u011bre\u010dn\u00e9 vy\u00fa\u010dtov\u00e1n\u00ed nezachyt\u00ed.<\/p>\n

O dvacet \u0161est let pozd\u011bji: co tento p\u0159\u00edpad \u0159\u00edk\u00e1 dnes<\/h2>\n

\"World<\/p>\n

Nejzaj\u00edmav\u011bj\u0161\u00ed ov\u011b\u0159en\u00ed nen\u00ed v \u010d\u00edslech z roku 2000, ale v t\u011bch, kter\u00e1 p\u0159i\u0161la potom.<\/p>\n

V \u010dervenci 2024 zaznamenal World Ducati Week ve sv\u00e9m dvan\u00e1ct\u00e9m ro\u010dn\u00edku, v Misanu od 26. do 28. \u010dervence, p\u0159es 94 000 p\u0159\u00edtomn\u00fdch z 86 zem\u00ed<\/strong>. V roce 2026, od 3. do 5. \u010dervence, p\u0159ivedl jubilejn\u00ed st\u00fd ro\u010dn\u00edk zna\u010dky – Ducati bylo zalo\u017eeno 4. \u010dervence 1926 – na Misano World Circuit 118 036 p\u0159\u00edtomn\u00fdch z 94 zem\u00ed<\/strong> a stal se tak nejnav\u0161t\u011bvovan\u011bj\u0161\u00edm a nejmezin\u00e1rodn\u011bj\u0161\u00edm ro\u010dn\u00edkem v historii<\/a>. Mezit\u00edm se zm\u011bnila i vlastnick\u00e1 struktura firmy: od roku 2012 pat\u0159\u00ed Ducati Motor Holding pod Automobili Lamborghini, kter\u00e1 spad\u00e1 pod Audi uvnit\u0159 koncernu Volkswagen.<\/p>\n

Ta k\u0159ivka – 23 000 p\u0159ihl\u00e1\u0161en\u00fdch v roce 2000, 94 000 p\u0159\u00edtomn\u00fdch v roce 2024, 118 036 v roce 2026 – \u0159\u00edk\u00e1, \u017ee intuice z roku 2000 nebyla v\u00e1zan\u00e1 na konjunkturu. Mototuristika nebyla nika k jednor\u00e1zov\u00e9mu vyu\u017eit\u00ed: byl to segment ve vzniku a region do n\u011bj vstoupil ve chv\u00edli, kdy vstup st\u00e1l 151 942 eur. Dnes by se stejn\u00e1 pozice na stejn\u00e9 akci kupovala za \u010d\u00e1stku o \u0159\u00e1d vy\u0161\u0161\u00ed.<\/p>\n

Je tu ale mez, kterou je t\u0159eba pojmenovat, proto\u017ee jej\u00ed p\u0159ehl\u00e9dnut\u00ed by z p\u0159\u00edpadu ud\u011blalo n\u011bco hez\u010d\u00edho, ne\u017e je. Pom\u011br 1:46,9 se ned\u00e1 zopakovat na povel: rod\u00ed se ze setk\u00e1n\u00ed skromn\u00e9 ve\u0159ejn\u00e9 investice, zna\u010dky s u\u017e soudr\u017enou komunitou a \u00fazem\u00ed vybaven\u00e9ho k tomu, aby n\u00e1v\u0161t\u011bvn\u00edky fyzicky pojalo. Odeberte jedno ze t\u0159\u00ed a multiplik\u00e1tor se zhrout\u00ed. Opakovateln\u00e9 nen\u00ed \u010d\u00edslo, ale metoda: definovat c\u00edlovou skupinu d\u0159\u00edv ne\u017e platformu, vybrat akci podle schopnosti tu skupinu zas\u00e1hnout, vyjednat si roli v p\u0159\u00edprav\u011b, a ne jen m\u00edsto na materi\u00e1lech, a postavit ka\u017ed\u00fd n\u00e1stroj kolem konverzn\u00edho mechanismu.<\/p>\n

Jestli si z p\u0159\u00edpadu z roku 2000 n\u011bco odn\u00e9st, pak tohle: m\u011b\u0159itelnost sponzoringu nen\u00ed vlastnost akce. Je to rozhodnut\u00ed, kter\u00e9 padne p\u0159ed podpisem.<\/p>\n

Jak se tato logika dnes prom\u00edt\u00e1 do motocyklov\u00e9ho sportu nejvy\u0161\u0161\u00ed \u00farovn\u011b, je vid\u011bt na tom, kolik z\u00e1vod MotoGP vynese \u00fazem\u00ed, kter\u00e9 jej host\u00ed, a \u0161\u00ed\u0159eji na vztahu mezi velk\u00fdmi akcemi a destinacemi. A pokud je t\u00e9matem vstoupit dnes do motocyklov\u00e9ho sportu s m\u011b\u0159iteln\u00fdm projektem, v\u00fdchoz\u00edm bodem je sponzoring MotoGP<\/a>.<\/p>\n

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\u010cast\u00e9 dotazy k p\u0159\u00edpadov\u00e9 studii World Ducati Weekend<\/b><\/h2>\r\n \r\n
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\r\n Kolik vynesl sponzoring World Ducati Weekend 2000?<\/b>\r\n <\/h3>\r\n\r\n
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Region Emilia-Romagna investoval 294,2 milionu lir (zhruba 151 942 eur) a vytvo\u0159il zm\u011b\u0159en\u00fd ekonomick\u00fd p\u0159\u00ednos 13,8 miliardy lir, tedy zhruba 7,13 milionu eur. Pom\u011br n\u00e1klad\u016f a u\u017eitku je 1 ku 46,9: t\u00e9m\u011b\u0159 47 eur p\u0159\u00ednosu pro \u00fazem\u00ed na ka\u017ed\u00e9 investovan\u00e9 euro.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Jak byl ekonomick\u00fd p\u0159\u00ednos World Ducati Weekend 2000 vypo\u010dten?<\/b>\r\n <\/h3>\r\n\r\n
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Je to sou\u010det dvou slo\u017eek: 7,176 miliardy lir skute\u010dn\u00fdch v\u00fddaj\u016f \u00fa\u010dastn\u00edk\u016f za ubytov\u00e1n\u00ed a 6,624 miliardy lir mimoubytovac\u00edch v\u00fddaj\u016f, odhadnut\u00fdch na 60 000 lir na osobu a den. V\u00fdpo\u010det po\u010d\u00edt\u00e1 s pr\u016fm\u011brnou d\u00e9lkou pobytu 3,2 dne a zahrnuje doprovod, odhadovan\u00fd na 0,5 osoby na p\u0159ihl\u00e1\u0161en\u00e9ho. Zdroj dat: Promozione Alberghiera Rimini.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Kolik \u00fa\u010dastn\u00edk\u016f m\u011bl World Ducati Weekend 2000?<\/b>\r\n <\/h3>\r\n\r\n
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Ro\u010dn\u00edk 2000, konan\u00fd v Misano Adriatico od 9. do 11. \u010dervna, zaznamenal 23 000 p\u0159ihl\u00e1\u0161en\u00fdch a 17 000 motocykl\u016f (zdroj: Ducati Motor S.p.A.), oproti p\u016fvodn\u00edmu c\u00edli zhruba 20 000 n\u00e1v\u0161t\u011bvn\u00edk\u016f.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Jakou cenu projekt z\u00edskal?<\/b>\r\n <\/h3>\r\n\r\n
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Projekt z\u00edskal ESCA Italian Sponsorship Award v kategorii sport jako nejlep\u0161\u00ed italsk\u00fd projekt sportovn\u00edho sponzoringu. Cena byla p\u0159ed\u00e1na 8. \u00fanora v Mil\u00e1n\u011b na univerzit\u011b IULM.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n O kolik World Ducati Week od roku 2000 vyrostl?<\/b>\r\n <\/h3>\r\n\r\n
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Z 23 000 p\u0159ihl\u00e1\u0161en\u00fdch v roce 2000 na p\u0159es 94 000 p\u0159\u00edtomn\u00fdch z 86 zem\u00ed v roce 2024 a na 118 036 p\u0159\u00edtomn\u00fdch z 94 zem\u00ed v jubilejn\u00edm ro\u010dn\u00edku 2026, konan\u00e9m na Misano World Circuit od 3. do 5. \u010dervence: nejnav\u0161t\u011bvovan\u011bj\u0161\u00ed a nejmezin\u00e1rodn\u011bj\u0161\u00ed ro\u010dn\u00edk v historii akce.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Co je destina\u010dn\u00ed sponzoring?<\/b>\r\n <\/h3>\r\n\r\n
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Je to sponzoring, v n\u011bm\u017e sponzorem nen\u00ed zna\u010dka hledaj\u00edc\u00ed viditelnost, ale \u00fazem\u00ed hledaj\u00edc\u00ed n\u00e1v\u0161t\u011bvn\u00edky uvnit\u0159 publika n\u011bjak\u00e9 akce. C\u00edlem nen\u00ed zn\u00e1most, ale p\u0159enocov\u00e1n\u00ed, a to \u010din\u00ed n\u00e1vratnost m\u011b\u0159itelnou re\u00e1ln\u00fdmi daty – obsazen\u00fdmi pokoji, \u00fatratou na m\u00edst\u011b – m\u00edsto modely reklamn\u00ed ekvivalence.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n\n","protected":false},"excerpt":{"rendered":"

294,2 milionu lir investice a 13,8 miliardy lir ekonomick\u00e9ho p\u0159\u00ednosu: kolik ve skute\u010dnosti vynese sportovn\u00ed sponzoring, zm\u011b\u0159eno na World Ducati Weekend 2000.<\/p>\n","protected":false},"author":2,"featured_media":157479,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20228],"tags":[],"class_list":["post-348569","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-sponzorstvi"],"acf":[],"contentshake_article_id":"","yoast_head":"\nJakou hodnotu m\u00e1 sportovn\u00ed sponzoring? P\u0159\u00edpad Ducati<\/title>\n<meta name=\"description\" content=\"294,2 milionu lir investice, 13,8 miliardy lir p\u0159\u00ednosu: hodnota sportovn\u00edho sponzoringu zm\u011b\u0159en\u00e1 na akci World Ducati Weekend 2000. 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