\u010dl\u00e1nku o projektu Stratos<\/a>.<\/p>\nToto kalkulovan\u00e9 riziko nen\u00ed ojedin\u011blou epizodou. Je to metoda.<\/p>\n
Model: vlastnit, ne jen se objevit na povrchu<\/h2>\n
V\u011bt\u0161ina zna\u010dek, kter\u00e9 investuj\u00ed do sportu, si kupuje viditelnost \u2013 logo na dresu, banner pod\u00e9l trati. Red Bull se u mnoha sv\u00fdch nejv\u00fdznamn\u011bj\u0161\u00edch projekt\u016f rozhodl jinak: vlastnit samotn\u00e9 aktivum m\u00edsto pron\u00e1jmu jeho kousku.<\/p>\n
Ve fotbale skupina p\u0159\u00edmo ovl\u00e1d\u00e1 RB Leipzig v N\u011bmecku, New York Red Bulls ve Spojen\u00fdch st\u00e1tech, FC Red Bull Salzburg v Rakousku a v Braz\u00edlii jak Red Bull Bragantino, tak Red Bull Brasil \u2013 s\u00ed\u0165 klub\u016f navr\u017eenou tak, aby mlad\u00ed talenti mohli putovat mezi jednotliv\u00fdmi ligami, p\u0159i\u010dem\u017e Lipsko je kone\u010dnou stanic\u00ed t\u00e9to cesty. V roce 2025 skupina nav\u00edc z\u00edskala men\u0161inov\u00fd pod\u00edl v Leeds United, co\u017e byl jej\u00ed prvn\u00ed p\u0159\u00edm\u00fd vstup do anglick\u00e9ho fotbalu.<\/p>\n
V motorsportu je logika stejn\u00e1: Red Bull nesponzoruje t\u00fdm Formule 1, ale rovnou dva vlastn\u00ed. Oracle Red Bull Racing a sestersk\u00fd t\u00fdm Racing Bulls z\u00e1vod\u00ed pod kontrolou stejn\u00e9 skupiny, co\u017e prakticky eliminuje zprost\u0159edkov\u00e1n\u00ed typick\u00e9 pro klasick\u00e9 sponzorstv\u00ed \u2013 o rozpo\u010dtu, obchodn\u00ed strategii i kalend\u00e1\u0159i aktivac\u00ed rozhoduje tat\u00e1\u017e firma, kter\u00e1 vyr\u00e1b\u00ed n\u00e1poj.<\/p>\n
Akademie: s\u00e1zka na jezdce d\u0159\u00edv, ne\u017e se stane hv\u011bzdou<\/h2>\n
Vedle p\u0159\u00edm\u00e9ho vlastnictv\u00ed t\u00fdm\u016f si Red Bull vybudoval program vyhled\u00e1v\u00e1n\u00ed a financov\u00e1n\u00ed mlad\u00fdch jezdc\u016f, Red Bull Junior Team, kter\u00fd funguje u\u017e p\u0159es dvacet let. N\u00e1vratnost t\u00e9to investice se po\u010d\u00edt\u00e1 na dek\u00e1dy, ne na sez\u00f3ny: z programu vze\u0161li Sebastian Vettel (\u010dty\u0159i mistrovsk\u00e9 tituly s Red Bull Racing mezi lety 2010 a 2013, ne\u017e na konci roku 2022 ukon\u010dil kari\u00e9ru ve Formuli 1), Daniel Ricciardo, Max Verstappen \u2013 \u010dty\u0159n\u00e1sobn\u00fd mistr sv\u011bta v letech 2021 a\u017e 2024 \u2013 a v posledn\u00ed dob\u011b Isack Hadjar, kter\u00fd byl po boku Verstappena pov\u00fd\u0161en pro sez\u00f3nu 2026.<\/p>\n
Je to stejn\u00fd princip jako u Baumgartnerova skoku, jen aplikovan\u00fd na lidi m\u00edsto na jednor\u00e1zovou akci: vsadit na potenci\u00e1l, kter\u00fd je\u0161t\u011b nikdo nedok\u00e1zal, d\u0159\u00edv ne\u017e ho trh rozpozn\u00e1 a jeho cena vzroste.<\/p>\n
Vedouc\u00ed pozice, kter\u00e1 se zmen\u0161uje, ale nemiz\u00ed<\/h2>\n
Pokud jde o produkt, kter\u00fd tohle v\u0161echno financuje, situace se oproti dek\u00e1d\u011b zp\u011bt zm\u011bnila. Na za\u010d\u00e1tku des\u00e1t\u00fdch let 21. stolet\u00ed Red Bull ovl\u00e1dal trh s energetick\u00fdmi n\u00e1poji s odhadovan\u00fdm pod\u00edlem kolem 70 %. Dnes vypad\u00e1 obr\u00e1zek jinak: Red Bull z\u016fst\u00e1v\u00e1 celosv\u011btov\u011b vedouc\u00ed zna\u010dkou, ale jeho pod\u00edl klesl na p\u0159ibli\u017en\u011b 43 %, zat\u00edmco Monster Energy vyrostl na zhruba 39 % \u2013 dohromady ob\u011b zna\u010dky pokr\u00fdvaj\u00ed p\u0159es 80 % sv\u011btov\u00e9ho trhu. Red Bull p\u0159esto prod\u00e1 p\u0159es 12 miliard plechovek ro\u010dn\u011b, prakticky ve v\u0161ech zem\u00edch sv\u011bta, ale konkurence u\u017e je re\u00e1ln\u00e1, ne jen teoretick\u00e1.<\/p>\n
Nen\u00ed to detail, kter\u00fd by bylo t\u0159eba schov\u00e1vat v p\u0159\u00edpadov\u00e9 studii o sponzoringu \u2013 naopak je to pravd\u011bpodobn\u011b d\u016fvod, pro\u010d Red Bull investuje do sportu tak agresivn\u011b. Zna\u010dka, kter\u00e1 vlastn\u00ed t\u00fdmy, je\u017e fanou\u0161ci sleduj\u00ed, sportovce, kter\u00e9 cht\u011bj\u00ed mlad\u00ed lid\u00e9 napodobovat, a akce, kter\u00e9 generuj\u00ed zpr\u00e1vy po cel\u00e9m sv\u011bt\u011b, nemus\u00ed soupe\u0159it jen na reg\u00e1lu v supermarketu.<\/p>\n
\u010c\u00edsla za strategi\u00ed<\/h2>\n
V roce 2024 Red Bull vygeneroval zhruba 11,2 miliardy eur tr\u017eeb, kdy\u017e prodal u\u017e zm\u00edn\u011bn\u00fdch 12,7 miliardy plechovek. Obrovsk\u00e1 \u010d\u00e1st t\u011bchto tr\u017eeb \u2013 marketingov\u00fd rozpo\u010det odhadovan\u00fd na zhruba 3 miliardy dolar\u016f \u2013 putuje do sportovn\u00edho sponzoringu, rozd\u011blen\u00e9ho mezi v\u00edce ne\u017e 600 sportovc\u016f po cel\u00e9m sv\u011bt\u011b a discipl\u00edny od Formule 1 po extr\u00e9mn\u00ed sporty, jako je cliff diving nebo Flugtag, akce, p\u0159i n\u00ed\u017e amat\u00e9r\u0161t\u00ed sout\u011b\u017e\u00edc\u00ed vypou\u0161t\u011bj\u00ed dom\u00e1c\u00ed konstrukce l\u00e9taj\u00edc\u00edch stroj\u016f z plo\u0161iny nad vodou.<\/p>\n
Jsou to \u010d\u00edsla, kter\u00e1 by \u017e\u00e1dn\u00fd tradi\u010dn\u00ed sponzor, kupuj\u00edc\u00ed si jen reklamn\u00ed prostor, nedok\u00e1zal obh\u00e1jit. Red Bull ale nekupuje prostor \u2013 buduje sportovn\u00ed ekosyst\u00e9m, kter\u00fd vlastn\u00ed, ze kter\u00e9ho generuje obsah a kter\u00fd vyu\u017e\u00edv\u00e1 k prodeji plechovek je\u0161t\u011b dlouho po skon\u010den\u00ed akce. Pro ka\u017ed\u00e9ho, kdo dnes zva\u017euje sponzoring ve Formuli 1, n\u00e1\u0161 pr\u016fvodce sponzoringem F1<\/a> vysv\u011btluje, jak\u00e9 dal\u0161\u00ed modely, m\u00e9n\u011b kapit\u00e1lov\u011b n\u00e1ro\u010dn\u00e9 ne\u017e ten Red Bullu, jsou pro zna\u010dku re\u00e1ln\u011b dostupn\u00e9.<\/p>\n
\r\n\r\n
\u010cast\u00e9 dotazy ke sponzorsk\u00e9 strategii Red Bullu<\/b><\/h2>\r\n \r\n
\n \r\n\r\n
\r\n Pro\u010d se sponzoring Red Bullu tak \u010dasto uv\u00e1d\u00ed jako u\u010debnicov\u00fd p\u0159\u00edklad?<\/b>\r\n <\/h3>\r\n\r\n \r\n
\r\n
Red Bull p\u0159\u00edmo vlastn\u00ed \u0159adu sv\u00fdch sportovn\u00edch aktiv m\u00edsto pouh\u00e9ho n\u00e1kupu viditelnosti, a riziko tak nese s\u00e1m.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n
\r\n\r\n
\r\n Jak\u00e9 fotbalov\u00e9 kluby Red Bull vlastn\u00ed?<\/b>\r\n <\/h3>\r\n\r\n \r\n
\r\n
RB Leipzig, New York Red Bulls, FC Red Bull Salzburg, Red Bull Bragantino, Red Bull Brasil a od roku 2025 men\u0161inov\u00fd pod\u00edl v Leeds United.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n
\r\n\r\n
\r\n Jak\u00fd je dnes pod\u00edl Red Bullu na trhu s energetick\u00fdmi n\u00e1poji?<\/b>\r\n <\/h3>\r\n\r\n \r\n
\r\n
P\u0159ibli\u017en\u011b 43 % celosv\u011btov\u011b, pokles z asi 70 % p\u0159ed deseti lety; Monster Energy m\u00e1 kolem 39 %; Red Bull p\u0159esto prod\u00e1 p\u0159es 12 miliard plechovek ro\u010dn\u011b.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n
\r\n\r\n
\r\n Kolik Red Bull ro\u010dn\u011b investuje do sportovn\u00edho sponzoringu?<\/b>\r\n <\/h3>\r\n\r\n \r\n
\r\n
Marketingov\u00fd rozpo\u010det odhadovan\u00fd na zhruba 3 miliardy dolar\u016f ro\u010dn\u011b, rozd\u011blen\u00fd mezi v\u00edce ne\u017e 600 sportovc\u016f.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n
\r\n\r\n
\r\n Kte\u0159\u00ed jezdci vze\u0161li z Red Bull Junior Teamu?<\/b>\r\n <\/h3>\r\n\r\n \r\n
\r\n
Sebastian Vettel (\u010dty\u0159i tituly 2010\u20132013), Daniel Ricciardo, Max Verstappen (\u010dty\u0159i tituly 2021\u20132024) a Isack Hadjar (pov\u00fd\u0161en pro sez\u00f3nu 2026).<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n
\n<\/p>\n","protected":false},"excerpt":{"rendered":"
Odvaha jako strategie, ne jako slogan \u201eRed Bull v\u00e1m d\u00e1 k\u0159\u00eddla.\u201c Nejzn\u00e1m\u011bj\u0161\u00ed reklamn\u00ed claim rakousk\u00e9 zna\u010dky nikdy nebyl jen fr\u00e1z\u00ed \u2013 je t\u00e9m\u011b\u0159 doslovn\u00fdm shrnut\u00edm toho, jak Red Bull rozhoduje, kam vlo\u017e\u00ed pen\u00edze. Dne 14. \u0159\u00edjna 2012 se Felix Baumgartner vrhl z v\u00fd\u0161ky 38 969 metr\u016f a stal se prvn\u00edm \u010dlov\u011bkem, kter\u00fd p\u0159ekonal rychlost zvuku […]<\/p>\n","protected":false},"author":50,"featured_media":156432,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20238],"tags":[],"class_list":["post-348741","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing-cs"],"acf":[],"contentshake_article_id":"","yoast_head":"\n
Red Bull a sponzoring: strategie odvahy a vlastnictv\u00ed<\/title>\n<meta name=\"description\" content=\"Pro\u010d Red Bull vlastn\u00ed t\u00fdmy a kluby m\u00edsto n\u00e1kupu viditelnosti: Stratos, F1 t\u00fdmy, Junior Team a \u010d\u00edsla za nejagresivn\u011bj\u0161\u00ed sponzorskou strategi\u00ed ve sportu.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rtrsports.com\/cs\/blog\/red-bull-a-sponzoring-odvaha-delat-to-co-ostatni-nedelaji\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Red Bull a sponzoring: odvaha d\u011blat to, co ostatn\u00ed ned\u011blaj\u00ed\" \/>\n<meta property=\"og:description\" content=\"Pro\u010d Red Bull vlastn\u00ed t\u00fdmy a kluby m\u00edsto n\u00e1kupu viditelnosti: Stratos, F1 t\u00fdmy, Junior Team a \u010d\u00edsla za 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