{"id":351034,"date":"2026-09-03T17:02:42","date_gmt":"2026-09-03T15:02:42","guid":{"rendered":"https:\/\/rtrsports.com\/reklama-vs-sponzoring-proc-zvolit-sportovni-sponzorstvi\/"},"modified":"2026-09-03T17:03:06","modified_gmt":"2026-09-03T15:03:06","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 zvolit sportovn\u00ed sponzorstv\u00ed"},"content":{"rendered":"

Rozd\u00edl mezi v\u00fddaji na reklamu a sponzoring<\/span><\/h2>\n

Ekonomick\u00e1 efektivita a n\u00e1vratnost investice do viditelnosti<\/em><\/p>\n

V p\u0159edchoz\u00edm \u010dl\u00e1nku jsme na t\u011bchto str\u00e1nk\u00e1ch za\u010dali prob\u00edrat t\u00e9ma rozd\u00edlu mezi reklamou a sponzoringem<\/strong><\/a>. <\/span><\/p>\n

Pro\u010d by zna\u010dka m\u011bla d\u00e1t p\u0159ednost sponzoringu p\u0159ed reklamou?<\/strong> Pro\u010d zvolit sportovn\u00ed partnerstv\u00ed nam\u00edsto masivn\u00ed reklamn\u00ed kampan\u011b v hlavn\u00edch m\u00e9di\u00edch? V p\u0159edchoz\u00edm \u010dl\u00e1nku jsme prozkoumali t\u0159i typy d\u016fvod\u016f: za\u010dlen\u011bn\u00ed versus vt\u00edr\u00e1n\u00ed se, pos\u00edlen\u00ed hodnot zna\u010dky a mo\u017enost storytellingu.<\/span><\/p>\n

Jakou m\u00e1 sponzoring hodnotu?<\/b><\/span><\/h3>\n

Dnes se pod\u00edv\u00e1me na dal\u0161\u00ed, nem\u00e9n\u011b d\u016fle\u017eit\u00fd aspekt: ekonomickou efektivitu<\/strong> a n\u00e1vratnost investice do viditelnosti.<\/span><\/p>\n

Nejprve je t\u0159eba odstranit star\u00e9 p\u0159edsudky a nep\u0159esnosti: v modern\u00ed dob\u011b je sponzoring<\/strong> p\u0159esn\u011b a spolehliv\u011b m\u011b\u0159iteln\u00fd,<\/strong> a to nejen z hlediska emo\u010dn\u00edho dopadu, ale i skute\u010dn\u00e9ho ekonomick\u00e9ho p\u0159\u00ednosu. <\/span><\/p>\n

D\u00edky vhodn\u00fdm n\u00e1stroj\u016fm a nejmodern\u011bj\u0161\u00edm technologi\u00edm lze velmi p\u0159esn\u011b vyhodnotit dopad sponzoringu na prodej i na image zna\u010dky.<\/span><\/p>\n

\"sponzoring<\/p>\n

Pr\u00e1v\u011b v souvislosti s t\u00edmto p\u0159\u00ednosem je snadn\u00e9 pochopit, jak sponzoring<\/strong> dok\u00e1\u017ee firm\u011b, kter\u00e1 chce zviditelnit svou zna\u010dku<\/strong> a zv\u00fd\u0161it jej\u00ed pov\u011bdom\u00ed, p\u0159in\u00e9st vysokou efektivitu. Reklama toti\u017e nejen \u017ee p\u0159in\u00e1\u0161\u00ed pom\u011brn\u011b m\u00e1lo, ale nav\u00edc stoj\u00ed hodn\u011b.<\/span><\/p>\n

Uve\u010fme si p\u00e1r \u010d\u00edsel. Podle port\u00e1lu Calcio Finanza z 30. b\u0159ezna 2017 st\u00e1l b\u011bhem z\u00e1pasu Juventus – Barcelona<\/strong>, kter\u00fd na ja\u0159e p\u0159edchoz\u00edho roku vys\u00edlala televize Mediaset, 30sekundov\u00fd reklamn\u00ed spot 200 000 \u20ac, zat\u00edmco na zaji\u0161t\u011bn\u00ed 30sekundov\u00e9ho „superspotu“ bylo pot\u0159eba 165 000 eur (1). Jin\u00fdmi slovy v\u00edce ne\u017e 6 000 eur za sekundu. Velmi podobn\u00e9 \u010d\u00e1stky padly i na festivalu v Sanremu<\/strong> 2018, kde se podle dat Wired p\u016flminutov\u00e1 reklama prod\u00e1vala v pr\u016fm\u011bru za 219 000 eur (2). Zcela odli\u0161n\u00e1 \u010d\u00edsla plat\u00ed pro nejv\u011bt\u0161\u00ed sportovn\u00ed ud\u00e1lost planety: cena za 30sekundov\u00fd reklamn\u00ed blok b\u011bhem Super Bowlu 2018<\/strong> mezi t\u00fdmy Eagles a Patriots dosahovala dokonce 5 milion\u016f dolar\u016f (3). Mluv\u00edme tedy o opravdu velk\u00fdch pen\u011bz\u00edch.<\/span><\/p>\n

Sportovn\u00ed sponzoring v \u010d\u00edslech<\/b><\/span><\/h3>\n

A jak je to se sponzoringem?<\/strong> Pod\u00edvejme se na p\u0159\u00edpad bl\u00edzk\u00fd t\u011bm, kter\u00fdmi se zab\u00fdv\u00e1 RTR Sports Marketing<\/strong>, a to na sponzoring v MotoGP<\/strong><\/a> \u2013 vezmeme si jednu evropskou Grand Prix z minul\u00e9ho roku a zm\u011b\u0159\u00edme expozici a hodnotu. Pro \u00fa\u010dely na\u0161\u00ed uk\u00e1zky pou\u017eijeme zna\u010dku (jej\u00ed\u017e jm\u00e9no samoz\u0159ejm\u011b nem\u016f\u017eeme prozradit), st\u0159edn\u011b velk\u00e9ho sponzora \u0161pi\u010dkov\u00e9ho t\u00fdmu (tedy nikoli hlavn\u00edho nebo titul\u00e1rn\u00edho sponzora), jeho\u017e viditelnost je omezena na: logo na p\u0159edn\u00ed masce motocyklu, logo na ruk\u00e1vu jezdeck\u00e9 kombin\u00e9zy, logo na dresech t\u00fdmu a logo na kamionech, z\u00e1zem\u00ed a komunika\u010dn\u00edch materi\u00e1lech. <\/span><\/p>\n

B\u011bhem z\u00e1vodn\u00edho v\u00edkendu<\/strong>, tedy v p\u00e1tek, sobotu a ned\u011bli, byla dan\u00e1 zna\u010dka celkem vystavena po dobu 1391 sekund, tedy zhruba 23 minut takzvan\u00e9ho „on screen time<\/strong>“ (ve sportovn\u00edm sponzoringu se t\u00edmto pojmem ozna\u010duje sou\u010det sekund, b\u011bhem nich\u017e je zna\u010dka p\u0159i televizn\u00edm p\u0159enosu jasn\u011b, z\u0159eteln\u011b a bezchybn\u011b rozpoznateln\u00e1 div\u00e1kem u obrazovky doma). Jakou hodnotu m\u00e1 tato viditelnost, zejm\u00e9na vezmeme-li v \u00favahu, \u017ee se n\u00e1sob\u00ed ve v\u0161ech 52 zem\u00edch, do kter\u00fdch MotoGP<\/strong> vys\u00edl\u00e1 sv\u016fj televizn\u00ed sign\u00e1l, a \u017ee v n\u011bkter\u00fdch z nich (jako je It\u00e1lie, \u0160pan\u011blsko, Malajsie, Indon\u00e9sie nebo Velk\u00e1 Brit\u00e1nie) sleduje p\u0159enos ka\u017edou ned\u011bli n\u011bkolik milion\u016f div\u00e1k\u016f?<\/span><\/p>\n

Pro zna\u010dku z na\u0161eho p\u0159\u00edkladu m\u00e1 tato glob\u00e1ln\u00ed viditelnost hodnotu 1,6 milionu liber<\/strong> (4). Co to znamen\u00e1? Znamen\u00e1 to, \u017ee kdyby si tato zna\u010dka cht\u011bla ve stejn\u00fdch zem\u00edch a za stejn\u00e9 \u010dasov\u00e9 obdob\u00ed koupit tradi\u010dn\u00ed reklamu, musela by zaplatit 1,6 milionu liber.<\/span><\/p>\n

Toto \u010d\u00edslo vznik\u00e1 vyn\u00e1soben\u00edm (po\u010dtu sekund on screen time) a (pr\u016fm\u011brn\u00e9 hodnoty reklamy v dan\u00e9 zemi v dan\u00fd okam\u017eik dne \u010di t\u00fddne)<\/strong>. I p\u0159es toto zjednodu\u0161en\u00ed jde o mimo\u0159\u00e1dn\u011b slo\u017eit\u00e9 v\u00fdpo\u010dty, kter\u00e9 zohled\u0148uj\u00ed stovky r\u016fzn\u00fdch faktor\u016f (5), na\u0161t\u011bst\u00ed je v\u0161ak ka\u017ed\u00fd t\u00fdden s naprostou p\u0159esnost\u00ed zpracov\u00e1vaj\u00ed specializovan\u00e9 analytick\u00e9 agentury a n\u00e1sledn\u011b je distribuuj\u00ed sponzor\u016fm a agentur\u00e1m<\/strong>.<\/span><\/p>\n

Sponzoring MotoGP: p\u016fsobiv\u00e1 \u010d\u00edsla a ekonomick\u00e1 efektivita<\/strong><\/h2>\n

Na z\u00e1v\u011br na\u0161eho p\u0159\u00edkladu, a abychom kone\u010dn\u011b uk\u00e1zali ohromuj\u00edc\u00ed s\u00edlu sponzoringu<\/strong> z hlediska ekonomick\u00e9 efektivity, pokud jde o viditelnost zna\u010dky, je t\u0159eba v\u011bd\u011bt, \u017ee samotn\u00fd sponzoring (ten, kter\u00fd na\u0161\u00ed zna\u010dce vygeneroval 1,6 milionu jen na jedn\u00e9 Grand Prix), st\u00e1l p\u0159ibli\u017en\u011b stejnou \u010d\u00e1stku. To znamen\u00e1, \u017ee sponzor se vr\u00e1til na nulu u\u017e po jedin\u00e9m z\u00e1vod\u011b mistrovstv\u00ed MotoGP a v\u0161echny ostatn\u00ed podniky sez\u00f3ny u\u017e budou \u010dist\u00fdm ziskem.<\/span><\/p>\n

Pokud je toto tvrzen\u00ed pravdiv\u00e9, platn\u00e9 a samo o sob\u011b u\u017e v\u00fdznamn\u00e9, je t\u0159eba si uv\u011bdomit, \u017ee tato \u010d\u00edsla vych\u00e1zej\u00ed z p\u0159\u00edm\u00e9 viditelnosti, tedy z div\u00e1k\u016f<\/strong><\/a>, kte\u0159\u00ed b\u011bhem v\u00edkendu \u2013 a na celost\u00e1tn\u011b vys\u00edlan\u00fdch televizn\u00edch kan\u00e1lech \u2013 sleduj\u00ed v\u00fdkony sv\u00fdch obl\u00edben\u00fdch jezdc\u016f.<\/span><\/p>\n

Co se ale d\u011bje s takzvanou asynchronn\u00ed viditelnost\u00ed<\/strong>, tedy s tou, kter\u00e1 vznik\u00e1 v jin\u00fdch okam\u017eic\u00edch, na jin\u00fdch m\u00edstech a kan\u00e1lech ne\u017e p\u0159i p\u0159\u00edm\u00e9m p\u0159enosu?<\/span><\/p>\n

\"\"<\/p>\n

Je snadn\u00e9 odhadnout, \u017ee tento aspekt nab\u00fdv\u00e1 st\u00e1le v\u011bt\u0161\u00edho v\u00fdznamu v dob\u011b, kdy je konzumace audio\/video obsahu \u010d\u00edm d\u00e1l v\u00edce odd\u011blen\u00e1 od jeho produkce a sledov\u00e1n\u00ed v re\u00e1ln\u00e9m \u010dase. Jin\u00fdmi slovy: co se stane s viditelnost\u00ed zna\u010dky, kdy\u017e si chlapec ze S\u00e3o Paula pust\u00ed na YouTube nejlep\u0161\u00ed momenty motokrosov\u00e9ho z\u00e1vodu, kter\u00fd se konal ve Stockholmu o p\u011bt m\u011bs\u00edc\u016f d\u0159\u00edve?<\/strong> Nebo kdy\u017e d\u00edvka z Tur\u00edna sd\u00edl\u00ed na Facebooku nejkr\u00e1sn\u011bj\u0161\u00ed snowboardov\u00e9 skoky, kter\u00e9 div\u00e1ci obdivovali na mistrovstv\u00ed sv\u011bta ve \u0161pan\u011blsk\u00e9 Sierra Nevad\u011b?<\/span><\/p>\n

Reklama, nebo sponzoring?<\/strong><\/p>\n

Je z\u0159ejm\u00e9, \u017ee v t\u011bchto situac\u00edch tradi\u010dn\u00ed reklama zcela ztr\u00e1c\u00ed smysl<\/strong>, zat\u00edmco sponzoring naopak z\u00edsk\u00e1v\u00e1 na hodnot\u011b<\/strong>: objevuje se ve spr\u00e1vn\u00fd okam\u017eik a na spr\u00e1vn\u00e9m m\u00edst\u011b, uvnit\u0159 klipu, kter\u00fd jsme si sami dobrovoln\u011b vyhledali, spojen\u00e9ho s momentem \u00fasp\u011bchu a radosti. <\/span><\/p>\n

Pr\u00e1v\u011b proto, aby mohli l\u00e9pe a p\u0159esn\u011bji \u0159\u00eddit a kontrolovat asynchronn\u00ed viditelnost, se z nejv\u011bt\u0161\u00edch sponzor\u016f a firem sv\u011bta st\u00e1vaj\u00ed skute\u010dn\u00e9 medi\u00e1ln\u00ed domy, kter\u00e9 vytv\u00e1\u0159ej\u00ed videoklipy a digit\u00e1ln\u00ed obsah, jen\u017e n\u00e1sledn\u011b zdarma distribuuj\u00ed na webu a generuj\u00ed tak viditelnost. Tuto strategii u\u017e \u0159adu let se ziskem vyu\u017e\u00edvaj\u00ed zna\u010dky jako Red Bull, Monster, Nilox, Petronas a dal\u0161\u00ed. Vir\u00e1ln\u00ed fenom\u00e9ny, jako jsou videa Kena Blocka s jeho proslul\u00fdmi Gymkhanami, p\u0159inesly zna\u010dce Monster viditelnost a p\u0159\u00ednos pro image, jak\u00fd by tradi\u010dn\u00ed reklamn\u00ed strategie nikdy nedok\u00e1zala zajistit.<\/span><\/p>\n

 <\/p>\n

 <\/p>\n

(1) - http:\/\/www.calcioefinanza.it\/2017\/03\/30\/juventus-barcellona-pubblicita-su-mediaset\/\n(2) - https:\/\/www.wired.it\/economia\/business\/2018\/02\/08\/sanremo-2018-spot-pubblicita\/\n(3) - https:\/\/quifinanza.it\/soldi\/quanto-costano-30-secondi-pubblicita-durante-super-bowl\/169452\/\n(4) - Data: Clearsight, Dorna.\n(5) - <\/span>Krom\u011b p\u0159esn\u00e9ho v\u00fdpo\u010dtu on-screen-time pomoc\u00ed specializovan\u00e9ho softwaru je toti\u017e nutn\u00e9 zn\u00e1t sledovanost ve v\u0161ech zapojen\u00fdch zem\u00edch, hodnotu reklamy v ka\u017ed\u00e9m okam\u017eiku a v ka\u017ed\u00e9 zemi a rozd\u011blit \u010d\u00e1sti dne tak, aby m\u011bla ka\u017ed\u00e1 odli\u0161nou hodnotu (reklama bude nap\u0159\u00edklad logicky dra\u017e\u0161\u00ed v ned\u011bli odpoledne ne\u017e v p\u00e1tek r\u00e1no)<\/span><\/pre>\n    
\r\n\r\n                    
\u010casto kladen\u00e9 ot\u00e1zky<\/b><\/h2>\r\n        \r\n            
\r\n\r\n        
\r\n            Pro\u010d sportovn\u00ed sponzoring stoj\u00ed m\u00e9n\u011b ne\u017e tradi\u010dn\u00ed reklama p\u0159i stejn\u00e9 \u00farovni viditelnosti?<\/b>\r\n        <\/h3>\r\n\r\n        
\r\n            
\r\n                
Proto\u017ee sponzoring generuje m\u011b\u0159itelnou viditelnost v podob\u011b takzvan\u00e9ho „on screen time“ (po\u010det sekund, kdy je zna\u010dka b\u011bhem p\u0159enosu viditeln\u00e1), kter\u00e1 po vyn\u00e1soben\u00ed reklamn\u00ed hodnotou dan\u00e9 zem\u011b a denn\u00ed doby vytv\u00e1\u0159\u00ed ekvivalentn\u00ed reklamn\u00ed hodnotu \u010dasto v\u00fdrazn\u011b vy\u0161\u0161\u00ed, ne\u017e jsou skute\u010dn\u00e9 n\u00e1klady na sponzoring.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n        
\r\n\r\n        
\r\n            Co je asynchronn\u00ed viditelnost ve sportovn\u00edm sponzoringu?<\/b>\r\n        <\/h3>\r\n\r\n        
\r\n            
\r\n                
Jde o viditelnost, kter\u00e1 vznik\u00e1 mimo p\u0159\u00edm\u00fd televizn\u00ed p\u0159enos: obsah sd\u00edlen\u00fd na YouTube, na soci\u00e1ln\u00edch s\u00edt\u00edch nebo sledovan\u00fd se zpo\u017ed\u011bn\u00edm. Na rozd\u00edl od tradi\u010dn\u00ed reklamy, kter\u00e1 v t\u011bchto situac\u00edch ztr\u00e1c\u00ed \u00fa\u010dinnost, si sponzoring svou hodnotu udr\u017euje, proto\u017ee je spojen s momentem \u00fasp\u011bchu, kter\u00fd si div\u00e1k s\u00e1m dobrovoln\u011b vyhledal.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \r\n    <\/div>\r\n    \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":"\nReklama vs. sponzoring: pro\u010d zvolit sportovn\u00ed sponzorstv\u00ed<\/title>\n<meta name=\"description\" content=\"Sportovn\u00ed sponzoring vs. reklama: pro\u010d p\u0159in\u00e1\u0161\u00ed vy\u0161\u0161\u00ed n\u00e1vratnost investice. 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