{"id":351177,"date":"2018-04-20T14:54:31","date_gmt":"2018-04-20T12:54:31","guid":{"rendered":"https:\/\/rtrsports.com\/sponzoring-motorsport-teritorialni\/"},"modified":"2026-09-09T18:53:58","modified_gmt":"2026-09-09T16:53:58","slug":"sponzoring-motorsport-teritorialni","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/sponzoring-motorsport-teritorialni\/","title":{"rendered":"Teritorialn\u00ed sponzoring v motorsportu: jak sponzorovat pouze tam a tehdy, kdy to pot\u0159ebujete"},"content":{"rendered":"

V modern\u00edm motorsportu dos\u00e1hne medialita jedin\u00e9ho Grand Prix sta milion\u016f divak\u016f po cel\u00e9m sv\u011bt\u011b. Pro p\u0159\u00edstup k tomuto komunika\u010dn\u00edmu n\u00e1stroji v\u0161ak nen\u00ed nutn\u00e9 kupovat plnou viditelnost po cel\u00e9 sez\u00f3n\u011b \u2014 ani b\u00fdt p\u0159\u00edtomen na ka\u017ed\u00e9m trhu na sv\u011bt\u011b.<\/p>\n

Existuje forma sponzoringu, kterou v\u011bt\u0161ina spole\u010dnost\u00ed p\u0159\u00edli\u0161 m\u00e1lo zv\u00e1\u017e\u00ed: teritorialn\u00ed sponzoring. Jde o zavedenou mechaniku, kter\u00e1 se pou\u017e\u00edv\u00e1 v nejv\u011bt\u0161\u00edch sportovn\u00edch \u0161ampion\u00e1tech u\u017e des\u00edtky let a umo\u017e\u0148uje p\u0159esn\u011b ur\u010dit, kde a kdy se va\u0161e zna\u010dka objev\u00ed po boku t\u00fdmu.<\/p>\n

Jak teritorialn\u00ed sponzoring funguje<\/h2>\n

V \u0161ampion\u00e1tech jako MotoGP<\/a> nebo Formule 1<\/a> t\u00fdmy strukturuj\u00ed sv\u00e9 obchodn\u00ed portfolio na n\u011bkolika \u00farov\u00edch exkluzivity. Nejzn\u00e1m\u011bj\u0161\u00ed je glob\u00e1ln\u00ed exkluzivita podle kategorie produktu: jedna zna\u010dka na sektor, po cel\u00fd kalend\u00e1\u0159 a na v\u0161ech trzich. Pod t\u00edmto stupn\u011bm existuje v\u0161ak podrobn\u011bj\u0161\u00ed architektura zalo\u017een\u00e1 na definovan\u00fdch geografick\u00fdch oblastech.<\/p>\n

V r\u00e1mci teritorialn\u00edho sponzoringu z\u00edskal\u00e1 spole\u010dnost pr\u00e1va pou\u017e\u00edvat jm\u00e9no, obraz a zna\u010dku t\u00fdmu v jedn\u00e9 nebo v\u00edce konkr\u00e9tn\u00edch zem\u00edch. Smlouva se nevztahuje na zbytek sv\u011bta: t\u00fdm m\u016f\u017ee uzav\u00edrat podobn\u00e9 smlouvy se spole\u010dnostmi ze stejn\u00e9ho odvod\u011btv\u00ed, kter\u00e9 p\u016fsob\u00ed na jin\u00fdch trzich. To nen\u00ed mimo\u0159\u00e1dn\u00e9 ust\u00e1len\u00ed \u2014 je to standardn\u00ed praxe v obchodn\u00edm syst\u00e9mu velk\u00fdch klub\u016f a p\u0159edn\u00edch \u0161ampion\u00e1t\u016f.<\/p>\n

Jako zdokumentovan\u00fd p\u0159\u00edklad: Manchester United ka\u017edou sez\u00f3nu zve\u0159ej\u0148uje seznam region\u00e1ln\u00edch partner\u016f zah\u0159nuj\u00edch des\u00edtky spole\u010dnost\u00ed aktivn\u00edch na jejich m\u00edstn\u00edch trzich. Tot\u00e9\u017e sch\u00e9ma \u2014 s vlastn\u00edmi specifiky \u2014 plat\u00ed i v MotoGP a Formule 1.<\/p>\n

\"sponzoring<\/p>\n

T\u0159i dimenze flexibility: kategorie, teritorium, \u010das<\/h2>\n

Teritorialn\u00ed sponzoring existuje v r\u016fzn\u00fdch variant\u00e1ch, ka\u017ed\u00e1 se sv\u00e1 obchodn\u00ed logikou.<\/p>\n

Prvn\u00ed a nejb\u011b\u017en\u011bj\u0161\u00ed varianta kombinuje kategorii produktu a teritorium<\/strong>. Spole\u010dnost m\u016f\u017ee b\u00fdt jedin\u00fdm partnerem v dan\u00e9m sektoru na \u010desk\u00e9m trhu \u2014 s logem na motorce nebo jednomistnem \u2014 zat\u00edmco jin\u00e1 spole\u010dnost ze stejn\u00e9ho odvod\u011btv\u00ed podep\u00ed\u0161e tutou smlouvu pro N\u011bmecko nebo Braz\u00edlii. Tot\u00e9\u017e glob\u00e1ln\u00ed medioln\u00ed okno, ale pr\u00e1va omezen\u00e1 na vlastn\u00ed referen\u010dn\u00ed trh.<\/p>\n

Druh\u00e1 varianta p\u0159id\u00e1v\u00e1 \u010dasovou dimenzi: kategorie plus teritorium plus omezen\u00e1 doba<\/strong>. V tomto p\u0159\u00edpad\u011b jsou pr\u00e1va k vyu\u017eit\u00ed tak\u00e9 \u010dasov\u011b definov\u00e1na \u2014 jedno Grand Prix, f\u00e1ze sez\u00f3ny, lansman kampan\u011b na ur\u010ditou dobu. Je to vzorec, kter\u00fd nejd\u011bj\u00ed vyu\u017e\u00edvaj\u00ed zna\u010dky z oblasti film\u016f, videoher a FMCG pro aktivace spojen\u00e9 s konkr\u00e9tn\u00ed ud\u00e1lost\u00ed.<\/p>\n

Nejkrajn\u011bj\u0161\u00ed formou t\u00e9to varianty je titularn\u00ed sponzoring pro jedny z\u00e1vody<\/strong>: t\u00fdm p\u0159ijme b\u011bhem tohoto v\u00edkendu barvy a logo sponzora na nejexponovan\u011bj\u0161\u00edm m\u00edst\u011b motorky nebo jednomistnu. Sponzor z\u00edsk\u00e1 maxim\u00e1ln\u00ed viditelnost v okam\u017eiku, kter\u00fd ho nejv\u00edce zaj\u00edm\u00e1 \u2014 obvykle b\u011bhem Grand Prix na jeho vlastn\u00edm dom\u00e1c\u00edm trhu.<\/p>\n

V\u00fdhody z pohledu sportovn\u00edho t\u00fdmu<\/h2>\n

Tato struktura nen\u00ed ust\u00e1len\u00edm pro partnery s omezenej\u0161\u00edmi rozpo\u010dty. Je to mechanismus maximalizace p\u0159\u00edjm\u016f z kategori\u00ed produkt\u016f, kter\u00e9 by jinak byly obchodn\u011b blokov\u00e1ny.<\/p>\n

Odv\u011btv\u00ed jako pojis\u0165ovnictv\u00ed, spot\u0159ebitelsk\u00fd \u00fav\u011br nebo mal\u00e9 energie funguje s r\u016fzn\u00fdmi provozovateli na ka\u017ed\u00e9m trhu: spole\u010dnostmi, kter\u00e9 se nep\u0159ekr\u00fdvaj\u00ed, proto\u017ee obvykle nesout\u011b\u017e\u00ed ve stejn\u00fdch geografick\u00fdch oblastech. T\u00fdm, kter\u00fd prod\u00e1v\u00e1 glob\u00e1ln\u00ed monopol v t\u00e9to kategorii, m\u016f\u017ee uzav\u0159\u00edt pouze jednu smlouvu. T\u00fdm, kter\u00fd prod\u00e1v\u00e1 teritori\u00e1ln\u011b, m\u016f\u017ee tuto smlouvu opakovat pro ka\u017ed\u00fd trh, kde m\u00e1 dan\u00e9 odv\u011btv\u00ed nez\u00e1visl\u00e9ho provozovatele, a v\u00fdrazn\u011b n\u00e1sobit p\u0159\u00edjmy.<\/p>\n

V\u00fdsledkem je obchodn\u00ed architektura pru\u017en\u011bj\u0161\u00ed \u2014 a ve v\u011bt\u0161in\u011b p\u0159\u00edpad\u016f v\u00fdnosn\u011bj\u0161\u00ed \u2014 ne\u017e model glob\u00e1ln\u00edho monopolu.<\/p>\n

Kdy flexibilita rod\u00ed ikonografii<\/h2>\n

N\u011bkter\u00e9 z nejpamaton\u011bj\u0161\u00edch moment\u016f z posledn\u00edch desetilet\u00ed d\u011bjin motorsportu vznikly pr\u00e1v\u011b z takov\u00fdch smluv. Livrea Spider-Mana Ducati pro Marca Melandriho, motocykl Jorgeho Lorenza prom\u011bn\u011bn\u00fd v Call of Duty, Lotus v barvach Batmana: to v\u0161e jsou p\u0159\u00edpady sponzoringu v\u00e1zan\u00e9ho na jednu ud\u00e1lost nebo p\u0159esn\u011b vymezenou \u010dasovou periodu.<\/p>\n

\"Melandri-spiderman\"<\/p>\n

\"casco-di-lorenzo-call-of-duty\"<\/p>\n

\"Lotus-Batman\"<\/p>\n

Ve v\u0161ech t\u011bchto p\u0159\u00edpadech zna\u010dka z\u00edskala mimo\u0159\u00e1dnou viditelnost \u2014 medioln\u00ed dosah Grand Prix je glob\u00e1ln\u00ed \u2014 platila za jednu epizodu, nikoli za celou sez\u00f3nu. Pom\u011br investice a expozice je obvykle t\u011b\u017eko reprodukovateln\u00fd jin\u00fdmi komunika\u010dn\u00edmi n\u00e1stroji.<\/p>\n

Nejlogick\u011bj\u0161\u00ed vstupn\u00ed bod pro ty, kte\u0159\u00ed za\u010d\u00ednaj\u00ed<\/h2>\n

Pokud zva\u017e\u00edete prvn\u00ed p\u0159\u00edstup ke sponzoringu v motorsportu, teritorialn\u00ed nebo \u010dasov\u011b omezen\u00fd vzorec b\u00fdv\u00e1 \u010dasto nejrozumn\u011bj\u0161\u00ed volbou. Umo\u017e\u0148uje konkr\u00e9tn\u011b otestovat n\u00e1stroj, zm\u011b\u0159it n\u00e1vratnost aktivace a rozhodnout na z\u00e1klad\u011b re\u00e1ln\u00fdch dat, zda smlouvu v n\u00e1sleduj\u00edc\u00edch sez\u00f3n\u00e1ch roz\u0161\u00ed\u0159it.<\/p>\n

Abyste se objevili na motorce MotoGP nebo voze F1 na \u010cesk\u00e9m Grand Prix, nepot\u0159ebujete rozpo\u010det glob\u00e1ln\u00edho titularn\u00edho sponzora. Existuj\u00ed vzorce vytvo\u0159en\u00e9 p\u0159esn\u011b pro to: ne jako zkratka, ale jako prom\u00fd\u0161len\u00e1 obchodn\u00ed architektura.<\/p>\n

Pokud chcete porozum\u011bt, kter\u00e1 konfigurace nejl\u00e9pe odpov\u00edd\u00e1 va\u0161\u00ed konkr\u00e9tn\u00ed situaci, v\u00fdchoz\u00edm bodem je v\u017edy rozhovor s lidmi, kte\u0159\u00ed intern\u011b znaj\u00ed obchodn\u00ed strukturu t\u00fdm\u016f a jsou schopni posoudit spr\u00e1vn\u00e9 prost\u0159ed\u00ed pro v\u00e1\u0161 c\u00edl.<\/p>\n

\u010casto kladen\u00e9 ot\u00e1zky<\/h2>\n
\r\n\r\n

\u010casto kladen\u00e9 ot\u00e1zky<\/b><\/h2>\r\n \r\n
\r\n\r\n

\r\n Co je teritorialn\u00ed sponzoring v motorsportu?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Teritorialn\u00ed sponzoring je smlouva, ve kter\u00e9 spole\u010dnost z\u00edskal\u00e1 pr\u00e1va pou\u017e\u00edvat jm\u00e9no a image t\u00fdmu na jednom nebo v\u00edce konkr\u00e9tn\u00edch geografick\u00fdch trzich, nikoli glob\u00e1ln\u011b. T\u00fdm m\u016f\u017ee uzav\u00edrat podobn\u00e9 smlouvy se spole\u010dnostmi ze stejn\u00e9ho odvod\u011btv\u00ed, kter\u00e9 p\u016fsob\u00ed v jin\u00fdch geografick\u00fdch oblastech, pokud se nep\u0159ekr\u00fdvaj\u00ed.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n

\r\n\r\n

\r\n M\u016f\u017eete podporovat t\u00fdm MotoGP nebo F1 pouze na jedny z\u00e1vody?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Ano. N\u011bkter\u00e9 t\u00fdmy p\u0159ij\u00edmaj\u00ed partnerstv\u00ed pro jednotliv\u00e9 ud\u00e1losti a zaji\u0161\u0165uj\u00ed vizualn\u00ed prioritu na motorce nebo jednomistnu po cel\u00fd v\u00edkend. Je to vzorec, kter\u00fd pou\u017e\u00edvaj\u00ed filmov\u00e9 zna\u010dky, videoherny a FMCG pro aktivace zam\u011b\u0159en\u00e9 na jeden trh nebo p\u0159i p\u0159\u00edle\u017eitosti lansmanu produktu.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n

\r\n\r\n

\r\n Jak\u00e9 v\u00fdhody p\u0159in\u00e1\u0161\u00ed teritorialn\u00ed sponzoring sponzoruj\u00edc\u00ed spole\u010dnosti?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Spole\u010dnost investuje p\u0159esn\u011b tam, kde to pot\u0159ebuje \u2014 podle teritoria a obdob\u00ed \u2014 s men\u0161\u00edm rozpo\u010dtem ne\u017e glob\u00e1ln\u00ed monopol. Z\u00edsk\u00e1 medioln\u00ed viditelnost ud\u00e1losti s mezin\u00e1rodn\u00edm dosahem, platit za pr\u00e1va na trhu, kter\u00fd ji zaj\u00edm\u00e1, a dos\u00e1hne pom\u011bru n\u00e1klad\u016f a expozice, kter\u00fd ostatn\u00ed kan\u00e1ly z\u0159\u00eddka dok\u00e1\u017e\u00ed reprodukovat.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n

\r\n\r\n

\r\n Jak\u00e9 v\u00fdhody m\u00e1 sportovn\u00ed t\u00fdm z teritorialn\u00edho sponzoringu?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

T\u00fdm m\u016f\u017ee prod\u00e1vat bal\u00ed\u010dek v\u00edce spole\u010dnostem ze stejn\u00e9ho sektoru p\u016fsob\u00edc\u00edm na r\u016fzn\u00fdch trzich, tedy nesout\u011b\u017en\u00edm, a v\u00fdrazn\u011b n\u00e1sobit p\u0159\u00edjmy z kategori\u00ed produkt\u016f, kter\u00e9 by jinak \u0161lo prodat pouze jednomu glob\u00e1ln\u00edmu z\u00e1kazn\u00edkovi. Je to flexibiln\u011bj\u0161\u00ed a obvykle v\u00fdnosn\u011bj\u0161\u00ed obchodn\u00ed architektura.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n

\r\n\r\n

\r\n Jak je strukturov\u00e1na smlouva o teritorialn\u00edm sponzoringu?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Takov\u00e1 smlouva definuje t\u0159i parametry: kategorii produktu (aby se p\u0159ede\u0161lo konflikt\u016fm ve stejn\u00e9 oblasti), geografick\u00fd rozsah (zem\u011b, skupina zem\u00ed, region) a dobu trv\u00e1n\u00ed (jedny z\u00e1vody, \u010dtvrtlet\u00ed, cel\u00e1 sez\u00f3na). Kombinace t\u011bchto t\u0159\u00ed prvk\u016f ur\u010duje obchodn\u00ed hodnotu bal\u00ed\u010dku a n\u00e1klady sponzora.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n \r\n <\/div>\r\n \n\n","protected":false},"excerpt":{"rendered":"

V modern\u00edm motorsportu dos\u00e1hne medialita jedin\u00e9ho Grand Prix sta milion\u016f divak\u016f po cel\u00e9m sv\u011bt\u011b. Pro p\u0159\u00edstup k tomuto komunika\u010dn\u00edmu n\u00e1stroji v\u0161ak nen\u00ed nutn\u00e9 kupovat plnou viditelnost po cel\u00e9 sez\u00f3n\u011b \u2014 ani b\u00fdt p\u0159\u00edtomen na ka\u017ed\u00e9m trhu na sv\u011bt\u011b. Existuje forma sponzoringu, kterou v\u011bt\u0161ina spole\u010dnost\u00ed p\u0159\u00edli\u0161 m\u00e1lo zv\u00e1\u017e\u00ed: teritorialn\u00ed sponzoring. Jde o zavedenou mechaniku, kter\u00e1 se […]<\/p>\n","protected":false},"author":14,"featured_media":157571,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20026,20228],"tags":[],"class_list":["post-351177","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sponsorizzazioni-sportive","category-sportovni-sponzorstvi"],"acf":[],"contentshake_article_id":"","yoast_head":"\nTeritori\u00e1ln\u00ed sponzoring v MotoGP a F1: jak sponzorovat jen na sv\u00e9m trhu | RTR Sports<\/title>\n<meta name=\"description\" content=\"Zji\u0161t\u011bte, jak funguje teritori\u00e1ln\u00ed sponzoring v MotoGP a Formule 1: sponzorujte pouze na sv\u00e9m c\u00edlov\u00e9m trhu, a to i pro jedin\u00fd z\u00e1vod.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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