{"id":350995,"date":"2018-06-04T15:53:11","date_gmt":"2018-06-04T13:53:11","guid":{"rendered":"https:\/\/rtrsports.com\/zeny-a-sportovni-sponzoring\/"},"modified":"2026-09-12T09:01:48","modified_gmt":"2026-09-12T07:01:48","slug":"zeny-a-sportovni-sponzoring","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/zeny-a-sportovni-sponzoring\/","title":{"rendered":"\u017deny a sportovn\u00ed sponzoring: Publikum, kter\u00e9 si nem\u016f\u017eete dovolit ignorovat"},"content":{"rendered":"<p>\u201eNa\u0161i z\u00e1kazn\u00edci jsou \u017eeny \u2014 proto n\u00e1s sportovn\u00ed sponzoring nezaj\u00edm\u00e1.&#8220; Tento v\u00fdrok je jedn\u00edm z nejodoln\u011bj\u0161\u00edch m\u00fdt\u016f v B2B marketingu a stoj\u00ed firmy, kter\u00e9 mu v\u011b\u0159\u00ed, re\u00e1ln\u00e9 obchodn\u00ed p\u0159\u00edle\u017eitosti.<\/p>\n<p>Realita je jin\u00e1. Publikum sportu \u2014 zejm\u00e9na motorsportu \u2014 se v posledn\u00edch letech z\u00e1sadn\u011b prom\u011bnilo. Kdo i dnes p\u0159edpokl\u00e1d\u00e1, \u017ee sport oslovuje v\u00fdhradn\u011b mu\u017esk\u00e9 publikum, a proto je pro zna\u010dky s \u017eenskou c\u00edlovou skupinou irelevantn\u00ed, p\u0159ehl\u00ed\u017e\u00ed data, kter\u00e1 dokazuj\u00ed opak.<\/p>\n<h2>\u010c\u00edsla, kter\u00e1 redefinuj\u00ed publikum<\/h2>\n<p>Podle studie Nielsen z prosince 2024 tvo\u0159\u00ed 41 % sv\u011btov\u00fdch fanou\u0161k\u016f Formule 1 \u017eeny. Glob\u00e1ln\u00ed pr\u016fzkum fanou\u0161k\u016f F1 2025, proveden\u00fd spole\u010dn\u011b s Motorsport Network, tuto hodnotu potvrzuje na \u00farovni 42 % \u2014 a p\u0159id\u00e1v\u00e1 z\u00e1sadn\u00ed detail: t\u0159i ze \u010dty\u0159 nov\u00fdch fanou\u0161k\u016f, kte\u0159\u00ed se k F1 poprv\u00e9 p\u0159ibli\u017euj\u00ed, jsou \u017eeny. To nen\u00ed okrajov\u00e1 skupina \u2014 jde o t\u00e9m\u011b\u0159 polovinu glob\u00e1ln\u00edho publika \u010d\u00edtaj\u00edc\u00edho v\u00edce ne\u017e 750 milion\u016f lid\u00ed a jeden z hlavn\u00edch motor\u016f jej\u00edho r\u016fstu.<\/p>\n<p>V MotoGP \u017eeny tvo\u0159\u00ed p\u0159ibli\u017en\u011b 20 % televizn\u00ed c\u00edlov\u00e9 skupiny, s v\u00fdrazn\u011bj\u0161\u00edm pod\u00edlem na asijsk\u00fdch trz\u00edch a v nejmlad\u0161\u00edch v\u011bkov\u00fdch skupin\u00e1ch. I toto \u010d\u00edslo je v\u00fdznamn\u00e9 a ukazuje, \u017ee motorsport se jako celek feminizoval \u2014 na tribun\u00e1ch, p\u0159ed televizn\u00edmi obrazovkami i na soci\u00e1ln\u00edch s\u00edt\u00edch.<\/p>\n<p>Tato \u010d\u00edsla maj\u00ed p\u0159\u00edm\u00e9 d\u016fsledky pro komunika\u010dn\u00ed a sponzoringov\u00e9 strategie zna\u010dek, kter\u00e9 dosud pova\u017eovaly sport za oblast mimo sv\u016fj z\u00e1jem.<\/p>\n<h2>\u017deny v motorsportu: od tribun ke sponzoringov\u00fdm property<\/h2>\n<p>Zm\u011bna nen\u00ed patrn\u00e1 jen u div\u00e1k\u016f. Motorsport aktivn\u011b rozv\u00edj\u00ed nov\u00e9 property, kter\u00e9 oslovuj\u00ed \u017eensk\u00e9 publikum a otev\u00edraj\u00ed sponzor\u016fm zcela novou c\u00edlovou skupinu.<\/p>\n<p>F1 Academy \u2014 v\u00fdvojov\u00fd program Formule 1 pro mlad\u00e9 z\u00e1vodnice \u2014 vykazuje 42 % \u017een mezi sv\u00fdmi fanou\u0161ky. Netflix dos\u00e1hl s dokument\u00e1rn\u00ed seri\u00ed <em>F1: The Academy<\/em> 89 milion\u016f kontakt\u016f a oslovil publikum, kter\u00e9 by tradi\u010dn\u00edmi motorsportov\u00fdmi form\u00e1ty bylo t\u00e9m\u011b\u0159 nedosa\u017eiteln\u00e9.<\/p>\n<p>V roce 2024 debutovalo WorldWCR (World Women&#8217;s Championship Racing): 25 z\u00e1vodnic z 18 zem\u00ed a 6 kontinent\u016f, p\u0159i\u010dem\u017e prvn\u00ed sez\u00f3nu vyhr\u00e1la Ana Carrasco. Nov\u00e1 platforma, nov\u00fd p\u0159\u00edb\u011bh, nov\u00e9 publikum \u2014 a sponzoringov\u00e1 p\u0159\u00edle\u017eitost, kterou zat\u00edm relativn\u011b m\u00e1lo zna\u010dek prozkoumalo.<\/p>\n<h2>Vyvracen\u00ed p\u0159edsudku o \u201eosob\u011b rozhoduj\u00edc\u00ed o n\u00e1kupu&#8220;<\/h2>\n<p>Druh\u00fd \u010dast\u00fd omyl je subtiln\u011bj\u0161\u00ed: \u017eeny sleduj\u00ed sport, ale produkt sponzora nekupuj\u00ed. Ani tento p\u0159edpoklad data nepodporuj\u00ed. \u017deny, kter\u00e9 sleduj\u00ed F1, WorldSBK nebo MotoGP, nep\u0159est\u00e1vaj\u00ed b\u00fdt spot\u0159ebitelkami, odpov\u011bdn\u00fdmi za n\u00e1kupn\u00ed rozhodnut\u00ed a profesion\u00e1lkami s rozhodovac\u00ed pravomoc\u00ed. Oslovit \u017eensk\u00e9 publikum prost\u0159ednictv\u00edm sportu nen\u00ed paradox \u2014 je to p\u0159esn\u011b tat\u00e1\u017e logika, kter\u00e1 plat\u00ed pro jak\u00fdkoliv jin\u00fd medi\u00e1ln\u00ed kan\u00e1l.<\/p>\n<p>SponsorUnited zaznamenal v roce 2024 n\u00e1r\u016fst v\u00fddaj\u016f na sponzoring \u017eensk\u00e9ho sportu o 22 %. V obdob\u00ed 2022\u20132024 rostly p\u0159\u00edjmy \u017eensk\u00e9ho sportu 4,5kr\u00e1t rychleji ne\u017e mu\u017esk\u00e9ho. Trh ji\u017e ud\u011blal svou volbu \u2014 na z\u00e1klad\u011b dat, nikoli intuice.<\/p>\n<h2>D\u016fsledky pro zna\u010dky<\/h2>\n<p>Pokud je \u017eensk\u00e9 publikum sportu velk\u00e9 a aktivn\u011b konzumuje sponzorsk\u00e1 sd\u011blen\u00ed, p\u0159est\u00e1v\u00e1 b\u00fdt relevantn\u00ed ot\u00e1zka \u201ezda&#8220;. Marketingov\u00fd mana\u017eer nebo \u0159editelka marketingu, kte\u0159\u00ed v roce 2025 st\u00e1le stav\u00ed na premise, \u017ee sport oslovuje v\u00fdhradn\u011b mu\u017ee, riskuj\u00ed struktur\u00e1ln\u00ed chybu v anal\u00fdze konkurence.<\/p>\n<p>Relevantn\u00ed ot\u00e1zka dnes nen\u00ed, zda sportovn\u00ed sponzoring d\u00e1v\u00e1 smysl pro zna\u010dku s \u017eenskou c\u00edlovou skupinou. Data na to jasn\u011b odpov\u00eddaj\u00ed. Ot\u00e1zka zn\u00ed: <em>kter\u00e1<\/em> property, jak\u00fd aktiva\u010dn\u00ed \u00fahel a jak\u00fd kan\u00e1l odpov\u00edd\u00e1 osobnosti dan\u00e9 zna\u010dky?<\/p>\n<p>F1 Academy, WorldWCR, MotoGP \u2014 ka\u017ed\u00e1 z t\u011bchto platforem nab\u00edz\u00ed jin\u00fd profil publika, jin\u00fd geografick\u00fd dosah a jin\u00e9 rozpo\u010dtov\u00e9 kategorie. Zna\u010dka s jasn\u011b \u017eensk\u00fdm zam\u011b\u0159en\u00edm m\u016f\u017ee mezi t\u011bmito property naj\u00edt tu, kter\u00e1 nejl\u00e9pe odr\u00e1\u017e\u00ed jej\u00ed publikum.<\/p>\n<p>Nejde o ni\u0161ovou strategii. Jde o st\u0159ed, kde se sportovn\u00ed publikum dnes nach\u00e1z\u00ed.<\/p>\n<p>Pokud chcete prozkoumat, jak m\u016f\u017ee sportovn\u00ed sponzoring konkr\u00e9tn\u011b fungovat pro va\u0161i zna\u010dku \u2014 bez ohledu na to, zda je va\u0161\u00ed prim\u00e1rn\u00ed c\u00edlovou skupinou \u017eeny nebo mu\u017ei \u2014 kontaktujte n\u00e1s.<\/p>\n<div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\n<h2><b>Nej\u010dast\u011bj\u0161\u00ed ot\u00e1zky o \u017een\u00e1ch a sportovn\u00edm sponzoringu<\/b><\/h2>\n<p><\/p>\n<div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\n<h3 class=\"h5\" itemprop=\"name\"><b>Kolik \u017een sleduje Formuli 1?<\/b><\/h3>\n<div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n<div itemprop=\"text\" class=\"question-answer\">\n<p>Podle studie Nielsen z prosince 2024 tvo\u0159\u00ed 41 % glob\u00e1ln\u00edch fanou\u0161k\u016f F1 \u017eeny. Glob\u00e1ln\u00ed pr\u016fzkum fanou\u0161k\u016f F1 2025 tento pod\u00edl potvrzuje na 42 %. To odpov\u00edd\u00e1 t\u00e9m\u011b\u0159 polovin\u011b glob\u00e1ln\u00ed fanou\u0161kovsk\u00e9 z\u00e1kladny \u010d\u00edtaj\u00edc\u00ed v\u00edce ne\u017e 750 milion\u016f lid\u00ed.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p><\/p>\n<div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\n<h3 class=\"h5\" itemprop=\"name\"><b>Existuj\u00ed motorsportov\u00e9 \u0161ampion\u00e1ty vyhrazen\u00e9 v\u00fdhradn\u011b pro \u017eeny?<\/b><\/h3>\n<div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n<div itemprop=\"text\" class=\"question-answer\">\n<p>Ano. F1 Academy je ofici\u00e1ln\u00ed v\u00fdvojov\u00fd program Formule 1 pro z\u00e1vodnice, s 42 % \u017een mezi fanou\u0161ky. WorldWCR (World Women&#8217;s Championship Racing) debutovalo v roce 2024 s 25 z\u00e1vodnicemi z 18 zem\u00ed a 6 kontinent\u016f; prvn\u00ed sez\u00f3nu vyhr\u00e1la Ana Carrasco.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p><\/p>\n<div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\n<h3 class=\"h5\" itemprop=\"name\"><b>M\u00e1 sportovn\u00ed sponzoring smysl, pokud je mou hlavn\u00ed c\u00edlovou skupinou \u017eeny?<\/b><\/h3>\n<div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n<div itemprop=\"text\" class=\"question-answer\">\n<p>Ano \u2014 data jsou jednozna\u010dn\u00e1. 41\u201342 % fanou\u0161k\u016f F1 a p\u0159ibli\u017en\u011b 20 % televizn\u00ed c\u00edlov\u00e9 skupiny MotoGP tvo\u0159\u00ed \u017eeny. Zna\u010dky, kter\u00e9 prov\u00e1d\u011bj\u00ed sportovn\u00ed sponzoring se \u017eensk\u00fdm zam\u011b\u0159en\u00edm, rostou 4,5kr\u00e1t rychleji ne\u017e pr\u016fm\u011br odv\u011btv\u00ed (SponsorUnited 2024).<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p><\/p>\n<div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\n<h3 class=\"h5\" itemprop=\"name\"><b>Rostou sponzoringy v \u017eensk\u00e9m sportu?<\/b><\/h3>\n<div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n<div itemprop=\"text\" class=\"question-answer\">\n<p>Ano. SponsorUnited zaznamenal v roce 2024 n\u00e1r\u016fst v\u00fddaj\u016f na sponzoring \u017eensk\u00e9ho sportu o 22 %. V obdob\u00ed 2022\u20132024 rostly p\u0159\u00edjmy \u017eensk\u00e9ho sportu 4,5kr\u00e1t rychleji ne\u017e mu\u017esk\u00e9ho \u2014 trend, kter\u00fd se po expanzi F1 Academy a WorldWCR pravd\u011bpodobn\u011b udr\u017e\u00ed.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p><\/p>\n<div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\n<h3 class=\"h5\" itemprop=\"name\"><b>Jak m\u016f\u017ee zna\u010dka zhodnotit sportovn\u00ed sponzoring pro osloven\u00ed \u017eensk\u00e9ho publika?<\/b><\/h3>\n<div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n<div itemprop=\"text\" class=\"question-answer\">\n<p>Prvn\u00edm krokem je anal\u00fdza profilu publika zva\u017eovan\u00fdch property. F1 Academy, WorldWCR a ur\u010dit\u00e9 t\u00fdmy MotoGP nab\u00edzej\u00ed r\u016fzn\u00e9 struktury publika. Sponzoringov\u00e1 agentura m\u016f\u017ee pomoci identifikovat vhodnou property a sladit aktiva\u010dn\u00ed strategii se specifick\u00fdmi c\u00edli zna\u010dky.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p>\n    <\/div>\n","protected":false},"excerpt":{"rendered":"<p>41 % fanousku F1 jsou zeny a 3 ze 4 novych fanouku jsou zeny: data Nielsen z roku 2024 vyvraci predsudek, ze zeny sport nesleduji. Co to znamena pro strategii sponzoringu sportu.<\/p>\n","protected":false},"author":14,"featured_media":157601,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20026,20228],"tags":[],"class_list":["post-350995","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sponsorizzazioni-sportive","category-sportovni-sponzorstvi"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Zeny a sponzoring sportu: data z roku 2025, ktera meni vse<\/title>\n<meta name=\"description\" content=\"41 % fanousku F1 jsou zeny a 3 ze 4 novych fanouku jsou zeny: data Nielsen z roku 2024 vyvraci predsudek, ze zeny sport nesleduji.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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