{"id":351264,"date":"2026-09-04T11:59:30","date_gmt":"2026-09-04T09:59:30","guid":{"rendered":"https:\/\/rtrsports.com\/sponzoring-spolehlivy-nastroj-jak-zaujmout-verejnost\/"},"modified":"2026-09-04T11:59:48","modified_gmt":"2026-09-04T09:59:48","slug":"sponzoring-spolehlivy-nastroj-jak-zaujmout-verejnost","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/sponzoring-spolehlivy-nastroj-jak-zaujmout-verejnost\/","title":{"rendered":"Sponzoring: spolehliv\u00fd n\u00e1stroj, jak zaujmout ve\u0159ejnost"},"content":{"rendered":"

V\u0161echny zna\u010dky maj\u00ed spolehliv\u00fd n\u00e1stroj, jak zaujmout publikum: sponzoring<\/a><\/h2>\n

Co mus\u00ed zna\u010dka ud\u011blat, aby si ji mezi tolika ostatn\u00edmi n\u011bkdo v\u0161iml? Jak se m\u016f\u017ee st\u00e1t natolik zn\u00e1mou, aby ji z\u00e1kazn\u00edci rozpoznali a spojili s ur\u010dit\u00fdmi produkty? A jak b\u00fdt top of mind<\/strong> v nejd\u016fle\u017eit\u011bj\u0161\u00edm okam\u017eiku, tedy v okam\u017eiku n\u00e1kupu<\/a>?<\/p>\n

B\u00fdt vid\u011bt<\/strong> je z\u00e1kladn\u00ed v\u00fdchoz\u00ed bod, z\u00e1klad \u00fasp\u011bchu ka\u017ed\u00e9 obchodn\u00ed akce \u2013 a dnes je to nesm\u00edrn\u011b obt\u00ed\u017en\u00e9. Pozornost je vz\u00e1cn\u00e9 zbo\u017e\u00ed. Ud\u011blujeme ji jen tehdy, kdy\u017e k tomu m\u00e1me d\u016fvod, a tradi\u010dn\u00ed reklama to nerespektuje. Tradi\u010dn\u00ed reklama se obrac\u00ed na v\u0161echny \u2013 z\u00e1jemce i nez\u00e1jemce. Jsem p\u0159esv\u011bd\u010den, \u017ee neust\u00e1le potk\u00e1v\u00e1te lidi, kte\u0159\u00ed chod\u00ed s o\u010dima p\u0159ilepen\u00fdma na obrazovk\u00e1ch sv\u00fdch telefon\u016f a kter\u00fdm se mus\u00edte vyh\u00fdbat.<\/p>\n

Jsou od\u0159\u00edznuti od toho, co se d\u011bje v jejich okol\u00ed, a v\u011bnuj\u00ed pozornost pouze sv\u00e9mu za\u0159\u00edzen\u00ed, kde neust\u00e1le kontroluj\u00ed e-maily, posledn\u00ed p\u0159\u00edsp\u011bvky na Facebooku, sn\u00edmky na Instagramu, str\u00e1nky s klepy… Zat\u00edmco \u010dekaj\u00ed na vlak, autobus nebo stoj\u00ed ve front\u011b u pokladny v supermarketu.<\/p>\n

Pokud se pak nesoust\u0159ed\u00ed na telefon (kde jsou stejn\u011b neust\u00e1le bombardov\u00e1ni nevy\u017e\u00e1danou reklamou), jsou ost\u0159elov\u00e1ni tis\u00edci vn\u011bj\u0161\u00edmi podn\u011bty: billboardy, cedule, r\u00e1diov\u00e9 spoty, SMS, e-maily, telefon\u00e1ty z call center a tak d\u00e1le. Samoz\u0159ejm\u011b publikum \u201ezved\u00e1 bari\u00e9ry“ a st\u00e1v\u00e1 se h\u016f\u0159e prostupn\u00fdm pro sd\u011blen\u00ed, kter\u00e1 se na n\u011bj val\u00ed. Jeho bd\u011blost, pokud jde o ur\u010dit\u00e9 produkty nebo slu\u017eby, se znovu probud\u00ed, jakmile je pot\u0159ebuje koupit. Pokud chcete vym\u011bnit auto a l\u00edb\u00ed se v\u00e1m ur\u010dit\u00fd model, za\u010dnete si na silnic\u00edch v\u0161\u00edmat mnohem v\u00edce voz\u016f tohoto modelu. Pokud si chcete nechat ost\u0159ihat vlasy a inspirujete se vzhledem n\u011bkoho jin\u00e9ho, za\u010dnete si v\u0161\u00edmat spousty ofin a tak d\u00e1le. V\u00e1\u0161 radar se rozsv\u00edt\u00ed pro to, co pot\u0159ebujete, kdy\u017e to pot\u0159ebujete \u2013 zbytek je jen \u0161um na pozad\u00ed.<\/p>\n

Je tedy snadn\u00e9 pochopit, \u017ee b\u00fdt si pov\u0161imnut je v\u00fdjime\u010dn\u00fd v\u00fdkon, kter\u00fd se tradi\u010dn\u00edmi prost\u0159edky poda\u0159\u00ed jen t\u011bm \u0161\u0165astlivc\u016fm, kte\u0159\u00ed maj\u00ed neomezen\u00e9 rozpo\u010dty.<\/p>\n

V\u0161ichni jsme se stali nesm\u00edrn\u011b t\u011b\u017ece zachytiteln\u00fdmi: z obrany, abychom se vyhnuli neust\u00e1l\u00fdm spot\u016fm, kter\u00e9 n\u00e1s nezaj\u00edmaj\u00ed a kter\u00e9 n\u00e1s ka\u017ed\u00fd den p\u0159em\u00e1haj\u00ed. A nechceme o nich nic v\u011bd\u011bt, dokud n\u00e1m n\u011bco nechyb\u00ed \u2013 pak jdeme na Google, nach\u00e1z\u00edme produkty, porovn\u00e1v\u00e1me, zji\u0161\u0165ujeme ceny a jak se chov\u00e1 z\u00e1kaznick\u00fd servis.<\/p>\n

Co mus\u00ed firma ud\u011blat, aby promluvila ke sv\u00e9mu publiku? Jak se protla\u010dit mezi ostatn\u00edmi a p\u0159ekonat hluk? Prost\u0159ednictv\u00edm sponzoringu \u2013 t\u0159eba sportovn\u00edho, ale nejen toho.<\/p>\n

Jak sponzoring funguje<\/a><\/h2>\n

Princip je jednoduch\u00fd… Jako v\u0161echno, co funguje dob\u0159e.<\/p>\n

Je t\u0159eba obr\u00e1tit proces<\/strong>, nevyprosit si pozornost, ale nechat se vyhledat<\/strong>\u2026 jak? T\u00cdM, \u017dE SE STANETE ZAJ\u00cdMAV\u00ddMI: Sponzorov\u00e1n\u00edm kulturn\u00ed aktivity nebo dobro\u010dinn\u00e9 v\u011bci, sportu nebo t\u00fdmu,<\/strong> tak si zajist\u00edte spont\u00e1nn\u00ed pozornost spot\u0159ebitele a p\u0159estanete ho p\u0159eru\u0161ovat.<\/p>\n

\"sport-sponsorship\"<\/p>\n

Je t\u0159eba sponzorovat<\/strong> n\u011bco nebo n\u011bkoho: charitativn\u00ed organizaci, sport, hudbu nebo kulturu, kter\u00e9 n\u00e1\u0161 c\u00edlov\u00fd z\u00e1kazn\u00edk oce\u0148uje a kter\u00e9 z osobn\u00ed v\u00e1\u0161n\u011b a z\u00e1jmu sleduje bez ohledu na na\u0161e zapojen\u00ed. N\u011bco nebo n\u011bkoho, co se mu l\u00edb\u00ed, co na n\u011bj siln\u011b p\u016fsob\u00ed. N\u011bco, na co se c\u00edlov\u00e1 skupina soust\u0159ed\u00ed a co pro\u017e\u00edv\u00e1 s pot\u011b\u0161en\u00edm.<\/p>\n

Samoz\u0159ejm\u011b se nesm\u00ed sponzorovat n\u00e1hodn\u011b \u2013 mus\u00edte si vybrat p\u0159esn\u011b to, co v\u00e1\u0161 c\u00edlov\u00fd z\u00e1kazn\u00edk miluje. Ka\u017ed\u00fd sport je jin\u00fd a oslovuje r\u016fzn\u00e9 publikum, stejn\u011b jako ka\u017ed\u00e9 jin\u00e9 m\u00e9dium. \u010cten\u00e1\u0159i Sole 24 Ore jsou jin\u00ed ne\u017e \u010dten\u00e1\u0159i Gazzetta del Sud nebo Corriere delle Alpi, stejn\u011b jako se li\u0161\u00ed publikum golfu a jachtingu od publika motokrosu.<\/p>\n

Motorka obl\u00edben\u00e9ho jezdce, dres srdcov\u00e9ho t\u00fdmu<\/strong><\/h2>\n

Va\u0161e zna\u010dka mus\u00ed b\u00fdt aktivn\u00ed sou\u010d\u00e1st\u00ed pod\u00edvan\u00e9, na kterou se z\u00e1kazn\u00edk rozhodl d\u00edvat, v\u011bci, ve kterou v\u011b\u0159\u00ed a kterou chce podporovat \u2013 mus\u00edte vstoupit do jeho sv\u011bta opatrn\u011b, po jeho boku. T\u00edmto zp\u016fsobem si v\u00e1s obl\u00edb\u00ed nen\u00e1siln\u011b a \u010dasem v\u00e1s ocen\u00ed mezi v\u0161emi ostatn\u00edmi a spoj\u00ed si v\u00e1s s va\u0161\u00ed v\u00e1\u0161n\u00ed.<\/p>\n

Proto\u017ee v dob\u011b, kdy n\u00e1m nab\u00edzej\u00ed cokoliv kdykoliv, plat\u00ed jen to, co n\u00e1s nadchne<\/strong>, v\u0161e ostatn\u00ed… je nuda, jak \u0159\u00edkal il Califfo (a j\u00e1 dod\u00e1v\u00e1m: i nud\u00ed).<\/p>\n

Pr\u016fmyslov\u00e9 v\u00fdzkumy potvrzuj\u00ed, \u017ee pozornost spot\u0159ebitele je jedn\u00edm z nejvz\u00e1cn\u011bj\u0161\u00edch zdroj\u016f v sou\u010dasn\u00e9m marketingu.<\/p>\n

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

\r\n Pro\u010d sponzoring funguje l\u00e9pe ne\u017e tradi\u010dn\u00ed reklama, pokud jde o upout\u00e1n\u00ed pozornosti?<\/b>\r\n <\/h3>\r\n\r\n
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Proto\u017ee nep\u0159eru\u0161uje publikum, ale za\u010dle\u0148uje se do n\u011b\u010deho, co si publikum samo zvolilo sledovat z v\u00e1\u0161n\u011b \u2013 sportu, v\u011bci nebo kulturn\u00ed akce \u2013 a z\u00edsk\u00e1v\u00e1 tak spont\u00e1nn\u00ed pozornost m\u00edsto toho, aby ji vnucovalo jako tradi\u010dn\u00ed reklama.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n\r\n

\r\n Jak vybrat, co sponzorovat, aby bylo dosa\u017eeno c\u00edlov\u00e9 skupiny?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

V\u00fdb\u011brem p\u0159esn\u011b toho, co va\u0161e referen\u010dn\u00ed publikum miluje a sleduje z osobn\u00edho z\u00e1jmu: ka\u017ed\u00fd sport nebo discipl\u00edna oslovuje r\u016fzn\u00e9 publikum, stejn\u011b jako r\u016fzn\u00e1 m\u00e9dia maj\u00ed r\u016fzn\u00e9 \u010dten\u00e1\u0159e \u2013 v\u00fdb\u011br nem\u016f\u017ee b\u00fdt n\u00e1hodn\u00fd.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n\r\n

\r\n Kolik stoj\u00ed sportovn\u00ed sponzoring ve srovn\u00e1n\u00ed s tradi\u010dn\u00ed reklamou?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Rozpo\u010dty se enormn\u011b li\u0161\u00ed v z\u00e1vislosti na sportu, \u00farovni sout\u011b\u017ee a garantovan\u00e9 viditelnosti: za\u010d\u00ednaj\u00ed od n\u011bkolika tis\u00edc eur pro m\u00edstn\u00ed akce a\u017e po des\u00edtky milion\u016f pro glob\u00e1ln\u00ed \u0161ampion\u00e1ty jako Formule 1 nebo MotoGP. V\u00fdhodou oproti tradi\u010dn\u00ed reklam\u011b je, \u017ee ka\u017ed\u00e9 investovan\u00e9 euro oslovuje publikum, kter\u00e9 je ji\u017e emocion\u00e1ln\u011b zapojeno, s n\u00e1vratnost\u00ed z hlediska pov\u011bdom\u00ed o zna\u010dce \u010dasto vy\u0161\u0161\u00ed p\u0159i stejn\u00fdch v\u00fddaj\u00edch.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Jak dlouho trvaj\u00ed \u00fa\u010dinky sponzoringu na rozpoznatelnost zna\u010dky?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

\u00da\u010dinky jsou kumulativn\u00ed v \u010dase: \u010d\u00edm del\u0161\u00ed partnerstv\u00ed, t\u00edm pevn\u011bj\u0161\u00ed se st\u00e1v\u00e1 asociace mezi zna\u010dkou a sportem nebo akc\u00ed v mysli spot\u0159ebitele. V\u00edcelet\u00e9 dohody buduj\u00ed d\u016fv\u011brnost a d\u016fv\u011bru postupn\u011b, zat\u00edmco epizodick\u00e1 p\u0159\u00edtomnost p\u0159in\u00e1\u0161\u00ed omezen\u00fd a obt\u00ed\u017en\u011b m\u011b\u0159iteln\u00fd dopad.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Kter\u00fd sport nebo akci vybrat pro maximalizaci viditelnosti zna\u010dky?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

V\u00fdb\u011br mus\u00ed vych\u00e1zet z anal\u00fdzy c\u00edlov\u00e9 skupiny: ka\u017ed\u00e1 discipl\u00edna m\u00e1 specifick\u00e9 publikum z hlediska demografick\u00e9ho profilu, n\u00e1kupn\u00edch zvyklost\u00ed a geografick\u00e9ho rozlo\u017een\u00ed. Motorsport \u2013 Formule 1, MotoGP, WSBK \u2013 nab\u00edz\u00ed glob\u00e1ln\u00ed viditelnost se stovkami milion\u016f div\u00e1k\u016f, ale i niche sporty mohou b\u00fdt \u00fa\u010dinn\u011bj\u0161\u00ed, pokud se va\u0161e publikum dokonale p\u0159ekr\u00fdv\u00e1 s publikem dan\u00e9 discipl\u00edny. Specializovan\u00e1 agentura jako RTR Sports v\u00e1m m\u016f\u017ee pomoci se spr\u00e1vnou volbou.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

V\u0161echny zna\u010dky maj\u00ed spolehliv\u00fd n\u00e1stroj, jak zaujmout publikum: sponzoring Co mus\u00ed zna\u010dka ud\u011blat, aby si ji mezi tolika ostatn\u00edmi n\u011bkdo v\u0161iml? Jak se m\u016f\u017ee st\u00e1t natolik zn\u00e1mou, aby ji z\u00e1kazn\u00edci rozpoznali a spojili s ur\u010dit\u00fdmi produkty? A jak b\u00fdt top of mind v nejd\u016fle\u017eit\u011bj\u0161\u00edm okam\u017eiku, tedy v okam\u017eiku n\u00e1kupu? B\u00fdt vid\u011bt je z\u00e1kladn\u00ed v\u00fdchoz\u00ed bod, […]<\/p>\n","protected":false},"author":14,"featured_media":157583,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20228],"tags":[],"class_list":["post-351264","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-sponzorstvi"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSponzoring: Spolehliv\u00fd N\u00e1stroj pro Zaujet\u00ed Ve\u0159ejnosti<\/title>\n<meta name=\"description\" content=\"Jak funguje sportovn\u00ed sponzoring? Spolehliv\u00fd n\u00e1stroj, jak zaujmout ve\u0159ejnost. Hled\u00e1te odpov\u011b\u010f na ot\u00e1zku \u201ejak funguje sportovn\u00ed sponzoring\u201c? Zji\u0161t\u011bte v\u00edce.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rtrsports.com\/cs\/blog\/sponzoring-spolehlivy-nastroj-jak-zaujmout-verejnost\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sponzoring: spolehliv\u00fd n\u00e1stroj, jak zaujmout ve\u0159ejnost\" \/>\n<meta property=\"og:description\" content=\"Jak funguje sportovn\u00ed sponzoring? Spolehliv\u00fd n\u00e1stroj, jak zaujmout ve\u0159ejnost. Hled\u00e1te odpov\u011b\u010f na ot\u00e1zku \u201ejak funguje sportovn\u00ed sponzoring\u201c? 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