{"id":349806,"date":"2026-08-31T18:00:00","date_gmt":"2026-08-31T16:00:00","guid":{"rendered":"https:\/\/rtrsports.com\/editorial-kveten-2026-rozpinajici-se-vesmir-sponzoringu-motorsport\/"},"modified":"2026-08-31T18:03:01","modified_gmt":"2026-08-31T16:03:01","slug":"editorial-kveten-2026-rozpinajici-se-vesmir-sponzoringu-motorsport","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/editorial-kveten-2026-rozpinajici-se-vesmir-sponzoringu-motorsport\/","title":{"rendered":"Editorial kv\u011bten 2026: rozp\u00ednaj\u00edc\u00ed se vesm\u00edr sponzoringu v motorsportu"},"content":{"rendered":"

Hodn\u011b jsem p\u0159em\u00fd\u0161lel o Maxi Verstappenovi<\/strong> na N\u00fcrburgringu.<\/p>\n

Ne o v\u00fdsledku \u2014 jeho v\u016fz odstoupil je\u0161t\u011b n\u011bkolik hodin p\u0159ed koncem kv\u016fli mechanick\u00e9 z\u00e1vad\u011b, kter\u00e1 ukon\u010dila to, co byl skute\u010dn\u011b konkurenceschopn\u00fd v\u00fdkon. Co mi po\u0159\u00e1d vrt\u00e1 hlavou, je v\u0161echno kolem toho. 352 000 lid\u00ed, kte\u0159\u00ed dorazili b\u011bhem v\u00edkendu na z\u00e1vod bez vys\u00edlac\u00edho \u010dasu v hlavn\u00edm vys\u00edlac\u00edm \u010dase a bez seri\u00e1lu na Netflixu postaven\u00e9ho kolem n\u011bj. Vstupenky za 69 liber. Forma\u010dn\u00ed kolo s fanou\u0161ky lemuj\u00edc\u00edmi tra\u0165, dost bl\u00edzko na to, aby se mohli dotknout aut. Otev\u0159en\u00fd paddock. Atmosf\u00e9ra, kterou mi n\u011bkolik lid\u00ed spont\u00e1nn\u011b, ani\u017e bych se ptal, popsalo jako to, jak motorsport vypadal d\u0159\u00edv, ne\u017e se z n\u011bj stala investi\u010dn\u00ed t\u0159\u00edda.<\/p>\n

A pak mysl\u00edm na samotn\u00e9ho Verstappena, kter\u00fd ten v\u00edkend str\u00e1vil s viditelnou energi\u00ed \u2014 takovou, jakou bylo v posledn\u00ed dob\u011b t\u011b\u017e\u0161\u00ed naj\u00edt v jeho postoji na startovn\u00edm ro\u0161tu Formula 1 v roce 2026. \u010cty\u0159n\u00e1sobn\u00fd mistr sv\u011bta, nejrozpoznateln\u011bj\u0161\u00ed aktivn\u00ed z\u00e1vodn\u00ed jezdec na planet\u011b, si vybral, \u017ee sv\u016fj voln\u00fd v\u00edkend str\u00e1v\u00ed no\u010dn\u00edm proj\u00ed\u017ed\u011bn\u00edm po Nordschleife, proto\u017ee mu to p\u0159ipomn\u011blo n\u011bco podstatn\u00e9ho o tom, pro\u010d vlastn\u011b za\u010dal z\u00e1vodit.<\/p>\n

V tomto obraze je nap\u011bt\u00ed, kter\u00e9 pova\u017euji za v\u00fdmluvn\u00e9.<\/p>\n

Proto\u017ee ve stejn\u00e9m t\u00fddnu, kdy Verstappen znovu objevoval, jak\u00e9 to je, kdy\u017e je komer\u010dn\u00ed architektura motorsportu relativn\u011b lehk\u00e1, komer\u010dn\u00ed architektura seri\u00e1lu, ve kter\u00e9m profesion\u00e1ln\u011b z\u00e1vod\u00ed \u2014 Formula 1<\/a> a MotoGP<\/a> \u2014 produkovala n\u011bco mimo\u0159\u00e1dn\u00e9ho. Seznam firem, kter\u00e9 za posledn\u00ed t\u0159i t\u00fddny podepsaly nebo potvrdily v\u00fdznamn\u00e1 partnerstv\u00ed, zn\u00ed jako brief od strategick\u00e9ho konzultanta, kter\u00fd se sna\u017e\u00ed ilustrovat pojem naru\u0161en\u00ed kategorie. Poji\u0161\u0165ovac\u00ed makl\u00e9\u0159. V\u00fdrobce polovodi\u010d\u016f. Zna\u010dka energetick\u00fdch n\u00e1poj\u016f uzav\u00edraj\u00edc\u00ed titul\u00e1rn\u00ed sponzorskou smlouvu uprost\u0159ed sezony, kter\u00e1 na za\u010d\u00e1tku roku je\u0161t\u011b neexistovala. \u010c\u00ednsk\u00fd v\u00fdrobce elektromobil\u016f ve v\u00e1\u017en\u00fdch jedn\u00e1n\u00edch o vybudov\u00e1n\u00ed t\u00fdmu od nuly. Vys\u00edlac\u00ed spole\u010dnost zavazuj\u00edc\u00ed se k 1,35 miliardy dolar\u016f na p\u011bt let, t\u0159i roky p\u0159ed vypr\u0161en\u00edm sou\u010dasn\u00e9 smlouvy.<\/p>\n

\u017d\u00e1dn\u00fd z t\u011bchto profil\u016f neodpov\u00edd\u00e1 obrazu sponzora motorsportu, jak\u00fd existoval je\u0161t\u011b p\u0159ed deseti lety. A pr\u00e1v\u011b v t\u00e9to propasti \u2014 mezi t\u00edm, \u010d\u00edm sponzoring b\u00fdval, a t\u00edm, \u010d\u00edm se stal \u2014 se chci na p\u00e1r minut zastavit.<\/p>\n

Star\u00fd model m\u011bl svou logiku.<\/strong> V\u00fdrobci automobil\u016f vstupovali, proto\u017ee technologick\u00fd p\u0159\u00edb\u011bh byl d\u016fv\u011bryhodn\u00fd a div\u00e1ci kupovali auta. Energetick\u00e9 n\u00e1poje p\u0159ich\u00e1zely, proto\u017ee demografie sed\u011bla a p\u0159enos image prob\u00edhal hladce. Finan\u010dn\u00ed slu\u017eby se p\u0159ibli\u017eovaly, proto\u017ee pohostinnost fungovala a hodnota z\u00e1kaznick\u00e9 z\u00e1bavy byla re\u00e1ln\u00e1. Byla to racion\u00e1ln\u00ed rozhodnut\u00ed u\u010din\u011bn\u00e1 v relativn\u011b \u00fazk\u00e9m r\u00e1mci: kdo se d\u00edv\u00e1, podob\u00e1 se to na\u0161emu z\u00e1kazn\u00edkovi, dok\u00e1\u017eeme to \u010d\u00edslo obh\u00e1jit p\u0159ed p\u0159edstavenstvem.<\/p>\n

Co se zm\u011bnilo, je samotn\u00fd r\u00e1mec.<\/p>\n

Kdy\u017e Marsh \u2014 spole\u010dnost, kter\u00e1 rad\u00ed vl\u00e1d\u00e1m a velk\u00fdm korporac\u00edm v oblasti \u0159\u00edzen\u00ed rizik a kterou v\u011bt\u0161ina lid\u00ed mimo finan\u010dn\u00ed sektor nikdy nesly\u0161ela \u2014 podep\u00ed\u0161e to, co jej\u00ed gener\u00e1ln\u00ed \u0159editel ozna\u010duje za prvn\u00ed celofiremn\u00ed glob\u00e1ln\u00ed sportovn\u00ed partnerstv\u00ed, a zvol\u00ed si Formula 1 ze v\u0161ech platforem dostupn\u00fdch firm\u011b jej\u00ed velikosti a dosahu, n\u011bco se posunulo. Vysv\u011btlen\u00ed gener\u00e1ln\u00edho \u0159editele bylo sv\u00fdm zp\u016fsobem p\u0159esn\u011bj\u0161\u00edm popisem toho, co dnes sponzoring v motorsportu d\u011bl\u00e1, ne\u017e v\u011bt\u0161ina prezentac\u00ed, kter\u00e9 jsem vid\u011bl od dr\u017eitel\u016f pr\u00e1v. Mluvil o datech, o poznatc\u00edch, o paralele mezi \u0159\u00edzen\u00edm rizika v podnik\u00e1n\u00ed a jeho \u0159\u00edzen\u00edm p\u0159i 300 kilometrech za hodinu. Nekupoval logo. Kupoval jazyk \u2014 syst\u00e9m hodnot a asociac\u00ed, ve kter\u00e9m cht\u011bla jeho firma existovat p\u0159ed publikem rozhodovatel\u016f.<\/p>\n

To je \u00fapln\u011b jin\u00fd rozhovor, ne\u017e jak\u00fd toto odv\u011btv\u00ed vedlo v roce 2010.<\/p>\n

N\u00e1vrat Intelu do F1 prost\u0159ednictv\u00edm McLarenu \u2014 jeho prvn\u00ed p\u0159\u00edm\u00e9 zapojen\u00ed s t\u00fdmem od dob BMW-Sauber, kter\u00e9 skon\u010dilo v roce 2009 \u2014 se \u0159\u00edd\u00ed podobnou logikou. Partnerstv\u00ed je postaveno na v\u00fdpo\u010detn\u00edm v\u00fdkonu a schopnostech spr\u00e1vy dat pro provoz z\u00e1vodn\u00edho v\u00edkendu. Nejde prim\u00e1rn\u011b o krok zam\u011b\u0159en\u00fd na spot\u0159ebitele. Je to demonstrace \u2014 ur\u010den\u00e1 firm\u00e1m, kter\u00e9 nakupuj\u00ed produkty Intelu v podnikov\u00e9m m\u011b\u0159\u00edtku \u2014 \u017ee technologie funguje v t\u011bch nejn\u00e1ro\u010dn\u011bj\u0161\u00edch p\u0159edstaviteln\u00fdch podm\u00ednk\u00e1ch. Vozy McLarenu jsou d\u016fkazem konceptu s glob\u00e1ln\u00edm televizn\u00edm publikem.<\/p>\n

P\u0159echod Monster Energy k Aprilii vypr\u00e1v\u00ed jinou verzi t\u00e9ho\u017e p\u0159\u00edb\u011bhu. Zde je logika v n\u011bkter\u00fdch ohledech tradi\u010dn\u011bj\u0161\u00ed \u2014 energetick\u00e1 zna\u010dka, z\u00e1vodn\u00ed t\u00fdm, demografick\u00fd p\u0159ekryv. Ale proveden\u00ed nen\u00ed v ni\u010dem konven\u010dn\u00ed. Podepsat titul\u00e1rn\u00ed sponzorstv\u00ed uprost\u0159ed sezony, kdy jsou komer\u010dn\u00ed rozpo\u010dty u\u017e uzav\u0159en\u00e9 a aktiva\u010dn\u00ed pl\u00e1ny stanoven\u00e9, vy\u017eaduje m\u00edru p\u0159esv\u011bd\u010den\u00ed, kter\u00e1 jde daleko za pouh\u00fd oportunismus. Monster se pod\u00edval na Aprilii \u2014 \u010dty\u0159i v\u00edt\u011bzstv\u00ed v prvn\u00edch \u0161esti z\u00e1vodech, Marco Bezzecchi v \u010dele \u0161ampion\u00e1tu, Francesco Bagnaia p\u0159ich\u00e1zej\u00edc\u00ed jako spolujezdec v roce 2027, oba osobn\u011b jezdci Monsteru \u2014 a rozhodl, \u017ee toto aktivum je p\u0159\u00edli\u0161 cenn\u00e9 na to, aby \u010dekal do ledna. Nen\u00ed to n\u00e1kup medi\u00e1ln\u00edho prostoru. Je to strategick\u00e1 pozice zaujat\u00e1 d\u0159\u00edv, ne\u017e ji zaujme n\u011bkdo jin\u00fd.<\/p>\n

A pak je tu BYD.<\/p>\n

Vyhl\u00eddka na to, \u017ee by \u010d\u00ednsk\u00fd v\u00fdrobce automobil\u016f vstoupil do Formula 1 jako konstrukt\u00e9r \u2014 ne jako sponzor, ne jako technologick\u00fd partner, ale jako t\u00fdm stav\u011bj\u00edc\u00ed vlastn\u00ed vozy, naj\u00edmaj\u00edc\u00ed in\u017een\u00fdry, z\u00e1vod\u00edc\u00ed o v\u00edt\u011bzstv\u00ed \u2014 by p\u0159ed p\u011bti lety p\u016fsobila nepravd\u011bpodobn\u011b. Dnes u\u017e tak nep\u016fsob\u00ed. Prezident FIA ve\u0159ejn\u011b prohl\u00e1sil, \u017ee \u010d\u00ednsk\u00fd v\u00fdrobce by byl v\u00edt\u00e1n. Obchodn\u00ed logika je jednozna\u010dn\u00e1: \u010c\u00edna je nejv\u011bt\u0161\u00edm automobilov\u00fdm trhem na sv\u011bt\u011b a Formula 1 str\u00e1vila t\u00e9m\u011b\u0159 deset let snahou se tam etablovat. \u010c\u00ednsk\u00fd t\u00fdm by nep\u0159inesl jen investice. P\u0159inesl by publikum.<\/p>\n

Co v\u0161echny tyto kroky spojuje \u2014 Marsh, Intel, Monster, BYD, p\u0159ed\u010dasn\u00e9 prodlou\u017een\u00ed smlouvy se Sky \u2014 je to, \u017ee \u017e\u00e1dn\u00fd z nich nevznikl pod tlakem. Vznikly z pozice p\u0159esv\u011bd\u010den\u00ed o tom, kam tento sport sm\u011b\u0159uje a co m\u00e1 cenu b\u00fdt jeho sou\u010d\u00e1st\u00ed. Zna\u010dky, kter\u00e9 nyn\u00ed podepisuj\u00ed, nepodepisuj\u00ed na jednu sezonu. Buduj\u00ed si pozice v ekosyst\u00e9mu, kter\u00fd je bez ohledu na turbulence na trati v roce 2026 struktur\u00e1ln\u011b hodnotn\u011bj\u0161\u00ed, glob\u00e1ln\u011bj\u0161\u00ed a komer\u010dn\u011b sofistikovan\u011bj\u0161\u00ed, ne\u017e kdy byl.<\/p>\n

Na za\u010d\u00e1tku roku jsem napsal, \u017ee zna\u010dky schopn\u00e9 jednat rozhodn\u011b v sezon\u00e1ch naru\u0161en\u00ed maj\u00ed tendenci definovat komer\u010dn\u00ed krajinu n\u00e1sleduj\u00edc\u00edch let. St\u00e1le tomu v\u011b\u0159\u00edm. Co ale kv\u011bten k tomuto argumentu p\u0159idal, je jin\u00fd druh d\u016fkazu. Nejde jen o to, \u017ee z\u00e1vody jsou otev\u0159en\u00e9 a p\u0159\u00edb\u011bhy \u017eiv\u00e9. Jde o to, \u017ee v\u00e1\u017en\u00e9 pen\u00edze \u2014 dlouhodob\u00e9, na podnikov\u00e9 \u00farovni, definuj\u00edc\u00ed kategorie \u2014 se u\u017e h\u00fdbou.<\/p>\n

Verstappen na N\u00fcrburgringu byl p\u0159ipom\u00ednkou toho, jak motorsport vypad\u00e1 ve sv\u00e9 nejz\u00e1kladn\u011bj\u0161\u00ed podob\u011b. Dohody podepsan\u00e9 tento m\u011bs\u00edc jsou p\u0159ipom\u00ednkou toho, \u010d\u00edm se stal. Oboj\u00ed je pravda. A pro marketingov\u00e9ho \u0159editele sed\u00edc\u00edho mimo paddock a p\u0159em\u00fd\u0161lej\u00edc\u00edho, jestli je okno st\u00e1le otev\u0159en\u00e9, je pravd\u011bpodobn\u011b relevantn\u011bj\u0161\u00ed to druh\u00e9.<\/p>\n

Srde\u010dn\u011b zdrav\u00ed,<\/p>\n

Riccardo Taf\u00e0<\/strong> Managing Director, RTR Sports Marketing<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Marsh, Intel, Monster, BYD: dohody z kv\u011btna 2026 p\u0159edefinov\u00e1vaj\u00ed logiku sponzoringu v motorsportu. Co tyto podpisy vypov\u00eddaj\u00ed o sm\u011b\u0159ov\u00e1n\u00ed tohoto sportu.<\/p>\n","protected":false},"author":14,"featured_media":343299,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20036,12],"tags":[],"class_list":["post-349806","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formula1","category-motogp"],"acf":[],"contentshake_article_id":"","yoast_head":"\nEditorial kv\u011bten 2026: rozp\u00ednaj\u00edc\u00ed se vesm\u00edr sponzoringu v motorsportu - RTR Sports<\/title>\n<meta name=\"description\" content=\"Marsh, Intel, Monster, BYD: dohody z kv\u011btna 2026 p\u0159edefinov\u00e1vaj\u00ed logiku sponzoringu v motorsportu. 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