{"id":351446,"date":"2018-05-28T13:32:21","date_gmt":"2018-05-28T11:32:21","guid":{"rendered":"https:\/\/rtrsports.com\/sponzoring-oceanske-regaty-ocean-jako-scena-pro-znacky\/"},"modified":"2026-09-09T18:59:26","modified_gmt":"2026-09-09T16:59:26","slug":"sponzoring-oceanske-regaty-ocean-jako-scena-pro-znacky","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/sponzoring-oceanske-regaty-ocean-jako-scena-pro-znacky\/","title":{"rendered":"Jak\u00fd rozpo\u010det je pot\u0159eba ke sponzorsk\u00e9mu sportu?"},"content":{"rendered":"

Pokaresur\u00e9, kdy\u017e za\u010d\u00edn\u00e1me jedn\u00e1n\u00ed s novou zna\u010dkou, nastane konkr\u00e9tn\u00ed moment, kdy se rozhovor zm\u011bn\u00ed: marketingov\u00fd \u0159editel p\u0159estane mluvit o c\u00edlech a za\u010dne p\u0159em\u00fd\u0161let, kolik ho to bude st\u00e1t. To je legitimn\u00ed ot\u00e1zka \u2014 dokonce nezbytn\u00e1. Obvykle v\u0161ak vych\u00e1z\u00ed z chybn\u00e9ho p\u0159edpokladu: \u017ee existuje jedna odpov\u011b\u010f, cen\u00edk, st\u00e1l\u00fd \u0159\u00e1d velikosti, se kter\u00fdm se lze porovnat.<\/p>\n

Realita je v\u00edce nuancovan\u00e1 a z\u00e1rove\u0148 zaj\u00edmav\u011bj\u0161\u00ed. Rozpo\u010det pot\u0159ebn\u00fd ke sponzorov\u00e1n\u00ed sportu nen\u00ed jedno \u010d\u00edslo: je to mapa se \u010dty\u0159mi r\u016fzn\u00fdmi vstupn\u00edmi body. Pod\u00edvejme se na n\u011b jeden po druh\u00e9m se skute\u010dn\u00fdmi \u010d\u00edsly.<\/p>\n

Logo na bo\u010dn\u00edm kapot\u00e1\u017e\u00ed MotoGP: vstupn\u00ed bod do motorsportu nejvy\u0161\u0161\u00ed \u00farovn\u011b<\/h2>\n

MotoGP je Mistrovstv\u00ed sv\u011bta v motocyklov\u00e9m z\u00e1vodn\u00ed na nejvy\u0161\u0161\u00ed \u00farovni: 22 Grand Prix, televizn\u00ed p\u0159enosy ve v\u00edce ne\u017e 200 zem\u00edch a p\u0159ibli\u017en\u011b 210 milion\u016f p\u0159\u00edznivc\u016f po cel\u00e9m sv\u011bt\u011b. Z\u00e1rove\u0148 je to segment motorsportu s nejni\u017e\u0161\u00edm vstupn\u00edm prahem mezi discipl\u00ednami prvn\u00ed ligy.<\/p>\n

Logo um\u00edst\u011bn\u00e9 na doln\u00edm bo\u010dn\u00edm kapot\u00e1\u017e\u00ed nebo z\u00e1dn\u00ed \u010d\u00e1sti motocyklu \u2014 z\u00e1kladn\u00ed oblast viditelnosti, ale p\u0159\u00edtonn\u00e1 v ka\u017ed\u00e9m z\u00e1b\u011bru p\u0159enosu \u2014 za\u010d\u00edn\u00e1 na p\u0159ibli\u017en\u011b 75 000 eur za sez\u00f3nu se satelitn\u00edm t\u00fdmem. U tov\u00e1rn\u00edho t\u00fdmu (Ducati, Aprilia, KTM) m\u016f\u017ee stejn\u00e1 pozice st\u00e1t dvakr\u00e1t a\u017e t\u0159ikr\u00e1t v\u00edce. Sm\u011brem nahoru: logo na horn\u00edm bo\u010dn\u00edm kapot\u00e1\u017e\u00ed u t\u00fdmu druh\u00e9 linie st\u00e1 od 150 000 do 500 000 eur; dominantn\u00ed pozice v t\u00fdmech bojuj\u00edc\u00edch o p\u0159edn\u00ed m\u00edsta dosahuj\u00ed 3\u20135 milion\u016f eur. Titularn\u00ed sponzorsk\u00e9 \u2014 kdy zna\u010dka d\u00e1 t\u00fdmu sv\u00e9 jm\u00e9no a livrea pokr\u00fdv\u00e1 cel\u00fd motocykl \u2014 se oce\u0148uje na 6\u201315 milion\u016f eur za sez\u00f3nu.<\/p>\n

Pro kompletn\u00ed pr\u016fvodce pro ka\u017edou \u00farove\u0148 v\u010detn\u011b bal\u00ed\u010dk\u016f pr\u00e1v na\u0161e anal\u00fdza n\u00e1klad\u016f na sponzorsk\u00e9 MotoGP<\/a> podrobn\u011b popisuje ka\u017edou vrstvu.<\/p>\n

Titularn\u00ed sponzor t\u00fdmu F1: platforma nejvy\u0161\u0161\u00ed \u00farovn\u011b<\/h2>\n

Formule 1 je sportovn\u00ed aktivum s nejvy\u0161\u0161\u00ed hodnotou zna\u010dky na sv\u011bt\u011b. To se prom\u00edt\u00e1 do cen nelinearn\u011b vy\u0161\u0161\u00edch ne\u017e v MotoGP: vstup na nejm\u00e9n\u011b viditeln\u00e9 pozice u t\u00fdmu z doln\u00ed \u010d\u00e1sti po\u0159ad\u00ed za\u010d\u00edn\u00e1 na p\u0159ibli\u017en\u011b 500 000 a\u017e 1 milion eur, ale pr\u016fm\u011brn\u00e1 platforma vy\u017eaduje v\u00fdrazn\u011b vy\u0161\u0161\u00ed investici.<\/p>\n

Bal\u00ed\u010dek hlavn\u00edho sponzora se st\u0159edn\u00edm t\u00fdmem se pohybuje v rozmez\u00ed 10\u201330 milion\u016f eur za sez\u00f3nu. Titularn\u00ed sponzorsk\u00e9 s konkurenceschopn\u00fdm t\u00fdmem \u2014 smlouvy, kter\u00e9 d\u00e1vaj\u00ed zna\u010dce n\u00e1zev vozu, jako Petronas s Mercedesem nebo Oracle s Red Bullem \u2014 se pohybuje mezi 40 a 100 miliony eur ro\u010dn\u011b; p\u0159edn\u00ed t\u00fdmy mohou tento pr\u00e1h p\u0159ekro\u010dit u n\u011bkter\u00fdch smluv. Na opl\u00e1tku: 24 Grand Prix, odhadovan\u00fdch 30 000 hodin vys\u00edl\u00e1n\u00ed a glob\u00e1ln\u00ed dosah bez precedentu v motorsportu.<\/p>\n

Rozd\u00edl n\u00e1klad\u016f mezi F1 a MotoGP je re\u00e1ln\u00fd a strukturaln\u00ed. Pro zna\u010dky, kter\u00e9 na nejvyspelejsich trzich stav\u00ed na absolutn\u00edm dosahu, d\u00e1v\u00e1 F1 smysl. Pro zna\u010dky hledaj\u00edc\u00ed efektivitu n\u00e1klad\u016f na zobrazen\u00ed a hlubok\u00e9 zapojen\u00ed na evropsk\u00e9m, asijsk\u00e9m a latinskoamerickam trhu je MotoGP strukturaln\u011b konkurenceschopn\u011bj\u0161\u00ed \u2014 m\u016f\u017ee pos\u0159edkovat 3\u20135kr\u00e1t ni\u017e\u0161\u00ed CPM.<\/p>\n

Osobn\u00ed sponzorsk\u00e9 z\u00e1vodn\u00edka<\/h2>\n

Krom\u011b sponzorsk\u00e9ho t\u00fdm\u016f a \u0161ampion\u00e1t\u016f existuje jin\u00fd trh: p\u0159\u00edm\u00fd vztah s jedn\u00edm z\u00e1vodn\u00edkem. Zna\u010dka m\u016f\u017ee spojit sv\u00e9 jm\u00e9no s jezdcem, cyklistou, tenistou nebo atletem individu\u00e1ln\u00edho sportu prost\u0159ednictv\u00edm osobn\u00ed smlouvy \u2014 logo na p\u0159ilb\u011b a kombineze, obsah na soci\u00e1ln\u00edch s\u00edt\u00edch, \u00fa\u010dast na akc\u00edch, byti ambasadorem.<\/p>\n

Rozp\u011bt\u00ed se velmi li\u0161\u00ed. Z\u00e1vodn\u00edk druh\u00e9 linie v Moto2 nebo Moto3, s dobr\u00fdm digit\u00e1ln\u00edm profilem a m\u00edstn\u00edm publikem, m\u016f\u017ee podepsat smlouvu za 20 000\u201380 000 eur za sez\u00f3nu. Jezdec MotoGP v satelitn\u00edm t\u00fdmu, v bal\u00ed\u010dku zahrnuj\u00edc\u00edm logo na p\u0159ilb\u011b a kombineze a pr\u00e1va k zobrazen\u00ed, se pohybuje v rozmez\u00ed 100 000\u2013500 000 eur. Nejlep\u0161\u00ed jezdci na prvn\u00ed startovn\u00ed m\u0159\u00ed\u017ece MotoGP \u2014 s miliony sleduj\u00edc\u00edch a expozic\u00ed n\u00e1sobenou dosahem vys\u00edl\u00e1n\u00ed \u2014 jednaj\u00ed osobn\u00ed smlouvy za\u010d\u00ednaj\u00edc\u00ed na 500 000 eur, \u010dasto p\u0159ekra\u010duj\u00edc\u00ed 1 milion. V nemotoristick\u00fdch sportech se n\u00e1rodn\u00ed sportovec se st\u0159edn\u00ed zn\u00e1mostnosti pohybuje v rozmez\u00ed 15 000\u2013150 000 eur ro\u010dn\u011b; glob\u00e1ln\u00ed hv\u011bzdy s des\u00edtkami milion\u016f divak\u016f vstupuj\u00ed do oblasti, kde referen\u010dn\u00ed hodnoty men\u00ed kategorii.<\/p>\n

Kl\u00ed\u010dov\u00fd bod v tomto modelu je v\u017edy stejn\u00fd: hodnota sportovce jako partnera zna\u010dky neodpov\u00edd\u00e1 jeho sportovn\u00edmu \u017eeb\u0159\u00ed\u010dku. Z\u00e1le\u017e\u00ed na digit\u00e1ln\u00edm publiku, d\u016fv\u011bryhodnosti profilu, souladu s hodnotami zna\u010dky a \u2014 \u010dasto podce\u0148ovan\u00e9 \u2014 schopnosti sportovce vytv\u00e1\u0159et aktivovateln\u00fd obsah.<\/p>\n

Bal\u00ed\u010dek hospitality v MotoGP nebo F1<\/h2>\n

Hospitality je nejm\u00e9n\u011b doce\u0148ovanou slo\u017ekou sponzorsk\u00e9ho rozpo\u010dtu; z\u00e1rove\u0148 tou s nejp\u0159\u00edm\u011bj\u0161\u00ed n\u00e1vratnost\u00ed z hlediska B2B. P\u0159iveden\u00ed strategick\u00fdch klient\u016f do paddocku Grand Prix \u2014 hospitality, p\u0159\u00edstup do pit lane, ve\u010de\u0159e s jezdci \u2014 vytv\u00e1\u0159\u00ed konverze, kter\u00e9 \u017e\u00e1dn\u00e1 displejov\u00e1 reklama nedok\u00e1\u017ee replikovat.<\/p>\n

V MotoGP dedikovan\u00e9 bal\u00ed\u010dky hospitality pro firemn\u00ed skupiny za\u010d\u00ednaj\u00ed na n\u011bkolika stovk\u00e1ch eur na osobu na akci; \u00faplnej\u0161\u00ed z\u00e1\u017eitky (paddock pr\u016fpustka, ve\u010de\u0159e s t\u00fdmem, premium hospitality) se pohybuj\u00ed v rozmez\u00ed 800\u20132 500 eur na osobu na v\u00edkend v z\u00e1vislosti na Grand Prix a \u00farovni p\u0159\u00edstupu. Ve Formule 1 ofici\u00e1ln\u00ed produkt FOM, Paddock Club, za\u010d\u00edn\u00e1 na p\u0159ibli\u017en\u011b 2 000 dolar\u00e9ch na osobu pro lev\u011bj\u0161\u00ed trat\u011b a m\u016f\u017ee dos\u00e1hnout 14 000 dolar\u016f za v\u00edkendy Grand Prix v Miami nebo Las Vegas. Mnoho zna\u010dek za\u010dle\u0148uje n\u00e1klady na hospitality do celkov\u00e9ho sponzorsk\u00e9ho rozpo\u010dtu nebo je pova\u017euje za samostatnou polo\u017ekou v r\u00e1mci \u0161ir\u0161\u00edho pl\u00e1nu aktivace.<\/p>\n

Rozpo\u010det vych\u00e1z\u00ed z c\u00edl\u016f, nepred\u0161ech\u00e1z\u00ed jim<\/h2>\n

Existuje metodologick\u00e1 chyba, kterou vid\u00edme \u010dasto: zna\u010dka vstupuje do jedn\u00e1n\u00ed s \u010d\u00edslem v hlav\u011b a zp\u011btn\u011b hled\u00e1 p\u0159\u00edle\u017eitost, kter\u00e1 se vejde do tohoto rozpo\u010dtu. V\u00fdsledkem je t\u00e9m\u011b\u0159 v\u017edy zklam\u00e1n\u00ed \u2014 expozice, kter\u00e1 nedosahuje spr\u00e1vn\u00e9ho publika, nebo bal\u00ed\u010dek vy\u0161it\u00fd na m\u00edru rozpo\u010dtu, nikoliv c\u00edl\u016fm.<\/p>\n

Spr\u00e1vn\u00fd postup je opak: za\u010dn\u011bte od marketingov\u00fdch c\u00edl\u016f (pov\u011bdomost zna\u010dky, B2B leady, vstup na nov\u00fd trh, asociace s ur\u010ditou hodnotou), identifikujte nejkonzistentn\u011bj\u0161\u00ed sportovn\u00ed platformu, a teprve pak sestavte pot\u0159ebn\u00fd rozpo\u010det \u2014 s flexibilitou pochopit, kde lze naj\u00edt efektivn\u00ed p\u0159\u00edle\u017eitost a kde omezen\u00ed v\u00fddaj\u016f stla\u010duj\u00ed hodnotu, \u010d\u00edm\u017e \u010din\u00ed investici bezsm\u00f3slnou.<\/p>\n

Tato logika plat\u00ed pro v\u0161echny \u00farovn\u011b: od loga na kapot\u00e1\u017e\u00ed Moto2 po titularn\u00ed sponzorsk\u00e9 v F1. Dobr\u00e1 zpr\u00e1va: p\u0159\u00edle\u017eitosti existuj\u00ed v ka\u017ed\u00e9m investi\u010dn\u00edm p\u00e1smu \u2014 podm\u00ednkou je jasnost c\u00edl\u016f p\u0159ed podpisem, nikoliv po.<\/p>\n

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Nejcasto kl\u00e1den\u00e9 ot\u00e1zky o rozpo\u010dtu pro sportovn\u00ed sponzorsk\u00e9<\/b><\/h2>\r\n \r\n
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\r\n Jak\u00fd je minim\u00e1ln\u00ed rozpo\u010det pro sponzorsk\u00e9 sportu na nejvy\u0161\u0161\u00ed \u00farovni?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n Kolik stoj\u00ed stani se titularn\u00edm sponzorem F1?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n Kolik stoj\u00ed logo na bo\u010dn\u00edm kapot\u00e1\u017e\u00ed MotoGP?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n Vypl\u00e1c\u00ed se pro firmu B2B investovat do sportovn\u00ed hospitality?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n Je pot\u0159eba velk\u00fd rozpo\u010det k dosa\u017een\u00ed re\u00e1ln\u00fdch v\u00fdnos\u016f ze sportovn\u00edho sponzorsk\u00e9ho?<\/b>\r\n <\/h3>\r\n\r\n
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Aktualizov\u00e1no v z\u00e1\u0159\u00ed 2026.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Pokaresur\u00e9, kdy\u017e za\u010d\u00edn\u00e1me jedn\u00e1n\u00ed s novou zna\u010dkou, nastane konkr\u00e9tn\u00ed moment, kdy se rozhovor zm\u011bn\u00ed: marketingov\u00fd \u0159editel p\u0159estane mluvit o c\u00edlech a za\u010dne p\u0159em\u00fd\u0161let, kolik ho to bude st\u00e1t. To je legitimn\u00ed ot\u00e1zka \u2014 dokonce nezbytn\u00e1. Obvykle v\u0161ak vych\u00e1z\u00ed z chybn\u00e9ho p\u0159edpokladu: \u017ee existuje jedna odpov\u011b\u010f, cen\u00edk, st\u00e1l\u00fd \u0159\u00e1d velikosti, se kter\u00fdm se lze porovnat. Realita […]<\/p>\n","protected":false},"author":2,"featured_media":157597,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20228],"tags":[],"class_list":["post-351446","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-sponzorstvi"],"acf":[],"contentshake_article_id":"","yoast_head":"\nRozpo\u010det pro Sponzoring Sportu: Kolik Opravdu Pot\u0159ebujete? \u2022 RTR Sports<\/title>\n<meta name=\"description\" content=\"Od loga na kapot\u00e1\u017ei MotoGP za 75 000 \u20ac po titularn\u00ed sponzoring F1 za 40-100 mil. \u20ac: praktick\u00fd pr\u016fvodce rozpo\u010dty sponzoringu sportu na ka\u017ed\u00e9 \u00farovni.\" \/>\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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