{"id":351034,"date":"2018-03-20T10:54:10","date_gmt":"2018-03-20T09:54:10","guid":{"rendered":"https:\/\/rtrsports.com\/reklama-vs-sponzoring-proc-zvolit-sportovni-sponzorstvi\/"},"modified":"2026-09-12T10:30:35","modified_gmt":"2026-09-12T08:30:35","slug":"reklama-vs-sponzoring-proc-zvolit-sportovni-sponzorstvi","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/reklama-vs-sponzoring-proc-zvolit-sportovni-sponzorstvi\/","title":{"rendered":"Reklama vs sponzoring: pro\u010d preferovat sportovn\u00ed sponzoring"},"content":{"rendered":"

\u00danor 2025. V konferen\u010dn\u00edm s\u00e1lu evropsk\u00e9 medi\u00e1ln\u00ed agentury le\u017e\u00ed na stole dva briefingy. Prvn\u00ed uv\u00e1d\u00ed cenu za 30 sekund viditelnosti b\u011bhem Super Bowl LIX vys\u00edlan\u00e9ho spole\u010dnost\u00ed Fox v USA: sedm milion\u016f dolar\u016f. Druh\u00fd je nab\u00eddka sponzoringu MotoGP na celou sez\u00f3nu. P\u0159ed otev\u0159en\u00edm druh\u00e9ho dokumentu v\u011bt\u0161ina rozhodovatel\u016f o\u010dek\u00e1v\u00e1 obrovsk\u00fd rozd\u00edl. Srovn\u00e1n\u00ed je systematicky p\u0159ekvap\u00ed.<\/p>\n

Ot\u00e1zka nen\u00ed, kter\u00e1 investice je \u201ev\u011bt\u0161\u00ed\u201d. Ot\u00e1zka zn\u00ed: kolik hodnoty generuje ka\u017ed\u00e9 utracen\u00e9 euro? A kam ta viditelnost m\u00ed\u0159\u00ed, kdy\u017e vys\u00edl\u00e1n\u00ed skon\u010d\u00ed?<\/p>\n

Na t\u011bchto str\u00e1nk\u00e1ch jsme ji\u017e prozkoumali n\u011bkter\u00e9 strukturn\u00ed d\u016fvody, pro\u010d zna\u010dky preferuj\u00ed sponzoring p\u0159ed tradi\u010dn\u00ed reklamou \u2014 za\u010dlen\u011bn\u00ed oproti vnik\u00e1n\u00ed, storytelling, hodnotov\u00e9 pozicionov\u00e1n\u00ed. Dnes p\u0159id\u00e1v\u00e1me ten, kter\u00fd je v na\u0161\u00ed p\u0159\u00edm\u00e9 zku\u0161enosti s t\u00fdmy F1 a MotoGP nejp\u0159esv\u011bd\u010div\u011bj\u0161\u00ed pro finan\u010dn\u00ed rozhodovatele: ekonomick\u00e1 efektivita<\/strong><\/a>.<\/p>\n

Rostouc\u00ed n\u00e1klady tradi\u010dn\u00ed reklamy<\/h2>\n

Data reklamn\u00edho trhu 2024-2025 vypr\u00e1v\u011bj\u00ed p\u0159\u00edb\u011bh neust\u00e1l\u00e9 eskalace. 30sekundov\u00fd spot b\u011bhem Super Bowl LIX dos\u00e1hl pr\u016fm\u011brn\u011b sedmi milion\u016f dolar\u016f, s vrcholy a\u017e deset milion\u016f v nej\u017e\u00e1dan\u011bj\u0161\u00edch pozic\u00edch \u2014 dvakr\u00e1t v\u00edce ne\u017e p\u0159ed p\u011bti lety. V\u00edce ne\u017e sedm tis\u00edc dolar\u016f za vte\u0159inu za sd\u011blen\u00ed, kter\u00e9 trv\u00e1 d\u00e9lku jednoho dechu.<\/p>\n

Abyste pochopili dynamiku, nemus\u00edte se d\u00edvat za oce\u00e1n. Festival di Sanremo 2025 zaznamenal sazby p\u0159esahuj\u00edc\u00ed 300 000 eur za 30sekundov\u00fd spot v hlavn\u00edm vys\u00edlac\u00edm \u010dase z\u00e1v\u011bre\u010dn\u00e9ho ve\u010dera, p\u0159i\u010dem\u017e minutov\u00e1 reklamn\u00ed hodnota dos\u00e1hla 1,16 milionu eur. Strukturn\u00ed probl\u00e9m nen\u00ed jen cena: je to efektivita. Pr\u016fm\u011brn\u00fd spot\u0159ebitel je vystaven tis\u00edc\u016fm reklam ka\u017ed\u00fd den. Pozornost se t\u0159\u00ed\u0161t\u00ed. A kdy\u017e reklama skon\u010d\u00ed, zpr\u00e1va zmiz\u00ed s n\u00ed.<\/p>\n

Kolik sponzoring skute\u010dn\u011b st\u00e1l\u00ed: Advertising Equivalent Value<\/h2>\n

Pro m\u011b\u0159en\u00ed n\u00e1vratnosti sportovn\u00edho sponzoringu se stejnou p\u0159esnost\u00ed jako tradi\u010dn\u00ed reklamy vyvinul obor metriku hodnou p\u0159esn\u00e9ho pojmenov\u00e1n\u00ed: Advertising Equivalent Value<\/strong> (AEV). Je to ekonomick\u00e1 ekvivalentn\u00ed hodnota viditelnosti generovan\u00e9 sponzoringem, vypo\u010dten\u00e1, jako by stejn\u00e1 expozice byla zakoupena na tradi\u010dn\u00edm reklam\u00e9m trhu.<\/p>\n

V\u00fdpo\u010det je zalo\u017een na t\u0159ech prom\u011bnn\u00fdch: sekundy efektivn\u00ed expozice zna\u010dky b\u011bhem vys\u00edl\u00e1n\u00ed (\u201cdoba na obrazovce\u201d), pr\u016fm\u011brn\u00e1 reklamn\u00ed hodnota dan\u00e9 zem\u011b a denn\u00ed doby a po\u010det zem\u00ed p\u0159ij\u00edmaj\u00edc\u00edch sign\u00e1l. Specializovan\u00e9 agentury jako Nielsen Sports tyto zpr\u00e1vy vytv\u00e1\u0159\u00ed t\u00fddn\u011b s metodologiemi ov\u011b\u0159en\u00fdmi p\u0159edn\u00edmi glob\u00e1ln\u00edmi sponzory.<\/p>\n

V\u00fdsledek je \u010dasto kontraintuitivn\u00ed. P\u0159\u00edklad z p\u0159\u00edm\u00e9 pr\u00e1ce RTR: zna\u010dka sponzora st\u0159edn\u00ed \u00farovn\u011b na evropsk\u00e9m Grand Prix MotoGP z\u00edskala b\u011bhem cel\u00e9ho z\u00e1vodn\u00edho v\u00edkendu 1 391 sekund doby na obrazovce, co\u017e odpov\u00edd\u00e1 p\u0159ibli\u017en\u011b 23 minut\u00e1m celkem. Po vyn\u00e1soben\u00ed reklamn\u00edmi hodnotami v dan\u00fdch zem\u00edch tato expozice vygenerovala AEV 1,6 milionu liber \u0161terlink\u016f (data Clearsight\/Dorna).<\/p>\n

Sponzoring MotoGP<\/strong><\/a> stojil p\u0159ibli\u017en\u011b tolik\u00e9\u017e za celou sez\u00f3nu. To znamen\u00e1, \u017ee jedn\u00edm z\u00e1vodem si zna\u010dka ji\u017e vynahradila investici na celou sez\u00f3nu. V\u0161echna zbyl\u00e1 kola Mistrovstv\u00ed sv\u011bta byla v kladn\u00fdch \u010d\u00edslech.<\/p>\n

Asynchronn\u00ed viditelnost: hodnota, kterou reklama ned\u00e1<\/h2>\n

Naz\u00fdvejme to asynchronn\u00ed viditelnost\u00ed<\/strong>: v\u0161echno, co se d\u011bje mimo p\u0159\u00edm\u00fd p\u0159enos, ve dnech, t\u00fddnech a letech po ud\u00e1losti. P\u0159edj\u00ed\u017ed\u011bn\u00ed sledovan\u00e9 znovu na YouTube \u0161est m\u011bs\u00edc\u016f pot\u00e9. Shrnut\u00ed sd\u00edlen\u00e9 na Instagramu fanou\u0161kem z Indon\u00e9sie. Dokument Netflixu rekonstruuj\u00edc\u00ed celou sez\u00f3nu. Kompilace vytvo\u0159en\u00e9 tis\u00edci nez\u00e1visl\u00fdmi tv\u016frci a \u0161\u00ed\u0159en\u00e9 na glob\u00e1ln\u00edch platform\u00e1ch.<\/p>\n

Ve v\u0161ech t\u011bchto kontextech je logo sponzora p\u0159\u00edtomno. Nep\u0159eru\u0161uje: je sou\u010d\u00e1st\u00ed obsahu. Nen\u00ed intrusivn\u00ed: je kontextu\u00e1ln\u00ed. A je spojeno s okam\u017eikem emoce, kter\u00fd div\u00e1k aktivn\u011b vyhledal, nikoliv pasivn\u011b p\u0159ijal. MotoGP dnes dosahuje 207 zem\u00ed, distribuuje sign\u00e1l v\u00edce ne\u017e 80 vys\u00edlac\u00edm partner\u016fm a oslovuje p\u0159es 200 milion\u016f dom\u00e1cnost\u00ed po cel\u00e9m sv\u011bt\u011b. Asynchronn\u00ed hodnota v\u0161ak sah\u00e1 daleko za tato \u010d\u00edsla: je to viditelnost, kter\u00e1 se hromad\u00ed v \u010dase a kterou \u017e\u00e1dn\u00fd televizn\u00ed spot nedok\u00e1\u017ee vygenerovat.<\/p>\n

Nen\u00ed n\u00e1hoda, \u017ee zna\u010dky, kter\u00e9 si v motorsportu vybudovaly nejsiln\u011bj\u0161\u00ed pozici \u2014 od Red Bull po Monster, od Petronas po Emirates \u2014 se staly skute\u010dn\u00fdmi medi\u00e1ln\u00edmi domy, kter\u00e9 z ka\u017ed\u00e9ho z\u00e1vodn\u00edho v\u00edkendu produkuj\u00ed digit\u00e1ln\u00ed obsah distribuovan\u00fd glob\u00e1ln\u011b. Sponzoring je semeno; asynchronn\u00ed viditelnost je \u00faroda.<\/p>\n

Konkr\u00e9tn\u00ed v\u00fdhoda pro B2B zna\u010dky<\/h2>\n

Pro spole\u010dnost B2B sponzoring negeneruje jen viditelnost: generuje kontexty vztah\u016f. Pohostinnost, p\u0159\u00edstup do paddocku a exkluzivn\u00ed akce urychluj\u00ed prodejn\u00ed cykly a buduj\u00ed afinitu ke zna\u010dce u rozhodovatel\u016f, ke kter\u00fdm tradi\u010dn\u00ed reklama nedos\u00e1hne stejn\u00fdm zp\u016fsobem.<\/p>\n

Rozhodovatel, kter\u00fd se setk\u00e1v\u00e1 s partnery t\u00fdmu Formule 1<\/strong><\/a> v paddocku v Silverstonu, je v naprost\u011b odli\u0161n\u00e9m kontextu ne\u017e n\u011bkdo, kdo obdr\u017e\u00ed banner na LinkedInu. Kvalita pozornosti je odli\u0161n\u00e1. Otev\u0159enost pro vztah je odli\u0161n\u00e1. Hodnota pam\u011bti v n\u00e1sleduj\u00edc\u00edch m\u011bs\u00edc\u00edch je odli\u0161n\u00e1.<\/p>\n

AEV zachyt\u00e1v\u00e1 viditelnost. Ale tento rela\u010dn\u00ed rozm\u011br je to, co nakonec skute\u010dn\u011b m\u011bn\u00ed obchodn\u00ed jedn\u00e1n\u00ed \u2014 a je to n\u011bco, co sponzo\u0159i, agentury a sportovn\u00ed vlastn\u00edci pr\u00e1v v motorsportu nemohou ignorovat.<\/p>\n

Sedm milion\u016f dolar\u016f za t\u0159icet sekund je hodn\u011b. Probl\u00e9m nen\u00ed v cen\u011b: probl\u00e9m je, \u017ee t\u011bch t\u0159icet sekund nakonec skon\u010d\u00ed.<\/p>\n

\n

\u010cast\u00e9 dotazy<\/b><\/h2>\n
\n

\n Pro\u010d je sportovn\u00ed sponzoring efektivn\u011bj\u0161\u00ed ne\u017e tradi\u010dn\u00ed reklama?<\/b>
\n <\/h3>\n
\n
\n

Proto\u017ee generuje m\u011b\u0159itelnou viditelnost \u2014 Advertising Equivalent Value \u2014 kter\u00e1 \u010dasto p\u0159ekra\u010d\u00ede n\u00e1klady investice ji\u017e od prvn\u00edho z\u00e1vodu a nach\u00e1z\u00ed hodnotu prost\u0159ednictv\u00edm asynchronn\u00ed viditelnosti: obsah znovu sledovan\u00fd na YouTube, sd\u00edlen\u00fd na soci\u00e1ln\u00edch m\u00e9di\u00edch, distribuovan\u00fd nez\u00e1visl\u00fdmi tv\u016frci i l\u00e9ta po ud\u00e1losti.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

\n

\n Co je Advertising Equivalent Value (AEV) ve sportovn\u00edm sponzoringu?<\/b>
\n <\/h3>\n
\n
\n

Je to ekonomick\u00e1 ekvivalence viditelnosti generovan\u00e9 sponzoringem, vypo\u010dten\u00e1 jako by stejn\u00e1 expozice byla zakoupena na tradi\u010dn\u00edm reklam\u00e9m trhu. Vypo\u010dt\u00e9 n\u00e1soben\u00edm sekund efektivn\u00ed expozice zna\u010dky (doby na obrazovce) reklam\u00edmi hodnotami zem\u011b a \u010dasu vys\u00edl\u00e1n\u00ed, ve v\u0161ech zem\u00edch, kde se ud\u00e1lost vys\u00edl\u00e1.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

\n

\n Kolik stoj\u00ed spot TV ve srovn\u00e1n\u00ed se sponzoringem MotoGP?<\/b>
\n <\/h3>\n
\n
\n

30-sekund\u00fd spot Super Bowl LIX dos\u00e1hl 7 milion\u016f dolar\u016f. 30-sekund\u00e9 pr\u00e9miumov\u00e9 spoty na velk\u00fdch evropsk\u00fdch p\u0159\u00edm\u00fdch p\u0159enosech pravidelnost\u011b p\u0159ekra\u010duj\u00ed 300 000 eur. Sponzoring MotoGP st\u0159edn\u00ed \u00farovn\u011b m\u016f\u017ee vygenerovat AEV p\u0159ekra\u010duj\u00edc\u00ed celkov\u00e9 n\u00e1klady ji\u017e od prvn\u00edho z\u00e1vodu.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

\n

\n Co znamen\u00e1 asynchronn\u00ed viditelnost ve sportovn\u00edm sponzoringu?<\/b>
\n <\/h3>\n
\n
\n

Je to viditelnost generovan\u00e1 mimo p\u0159\u00edm\u00fd p\u0159enos: obsah ud\u00e1lost\u00ed znovu sledovan\u00fd na YouTube, sd\u00edlen\u00fd na soci\u00e1ln\u00edch m\u00e9di\u00edch, kompilovan\u00fd tv\u016frci. Na rozd\u00edl od tradi\u010dn\u00ed reklamy, kter\u00e1 zm\u00eez\u00e1 s reklam\u00edm blokem, sportovn\u00ed sponzoring udrd\u017euje hodnotu v pr\u016fb\u011bhu \u010dasu, proto\u017ee logo je sou\u010d\u00e1st\u00ed obsahu, nikoli p\u0159eru\u0161en\u00edm.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

\n

\n Funguje sportovn\u00ed sponzoring tak\u00e9 pro B2B zna\u010dky?<\/b>
\n <\/h3>\n
\n
\n

Ano, \u010dasto s v\u00fdsledky p\u0159ev\u00fdd\u011bj\u00edc\u00edmi spot\u0159ebn\u00ed zna\u010dky. Vrcholov\u00fd motorsport generuje kontexty vztah\u016f \u2014 pohostinnost, p\u0159\u00edstup do pit lane, exkluzivn\u00ed ud\u00e1losti \u2014 kter\u00e9 urychluj\u00ed prodejn\u00ed cykly B2B a buduj\u00ed pr\u00edvlastnost ke zna\u010dce u rozhodovatele ve vyso\u010de zapojen\u00fdch prost\u0159ed\u00edch.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Reklama, nebo sponzoring? Re\u00e1ln\u00e1 \u010d\u00edsla z MotoGP, Super Bowlu a dal\u0161\u00edch akc\u00ed ukazuj\u00ed, pro\u010d sportovn\u00ed sponzoring p\u0159in\u00e1\u0161\u00ed vy\u0161\u0161\u00ed ekonomickou efektivitu a n\u00e1vratnost investice do viditelnosti zna\u010dky.<\/p>\n","protected":false},"author":2,"featured_media":157562,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20228],"tags":[],"class_list":["post-351034","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-sponzorstvi"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSportovn\u00ed Sponzoring vs Reklama: Pro\u010d Vybrat Sponzoring 2025<\/title>\n<meta name=\"description\" content=\"Tradi\u010dn\u00ed reklama nebo sportovn\u00ed sponzoring? 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