{"id":351567,"date":"2026-09-08T10:54:19","date_gmt":"2026-09-08T08:54:19","guid":{"rendered":"https:\/\/rtrsports.com\/co-je-sportovni-sponzoring-a-jak-funguje\/"},"modified":"2026-09-08T10:58:32","modified_gmt":"2026-09-08T08:58:32","slug":"co-je-sportovni-sponzoring-a-jak-funguje","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/co-je-sportovni-sponzoring-a-jak-funguje\/","title":{"rendered":"Co je sportovn\u00ed sponzoring a jak funguje"},"content":{"rendered":"

Po dobu del\u0161\u00ed ne\u017e 30 let<\/strong> m\u00e1 RTR Sports Marketing<\/strong><\/a> sportovn\u00ed sponzoring<\/strong> jako sv\u016fj hlavn\u00ed obor podnik\u00e1n\u00ed: n\u00e1stroj ve velk\u00e9 \u201esad\u011b n\u00e1stroj\u016f\u201c<\/em> sportovn\u00edho marketingu<\/strong>, kter\u00fd s\u00e1m o sob\u011b je v\u011btv\u00ed marketingu v \u0161ir\u0161\u00edm slova smyslu.<\/p>\n

Sponzoring a Sport<\/h2>\n

D\u00edky obrovsk\u00e9 medializaci sportu je pojem sponzoring \u0161iroce zn\u00e1m. Prvn\u00ed p\u0159\u00edklady, kter\u00e9 p\u0159ich\u00e1zej\u00ed na mysl, jsou dresosp\u00e1rn\u00e9 sponzorsk\u00e9 smlouvy ve fotbalu nebo velk\u00e9 zna\u010dky na lakovan\u00fdch povrc\u00edch voz\u016f Formule 1<\/strong> nebo motocykl\u016f MotoGP<\/strong><\/a>. Sportovn\u00ed sponzoring je v\u0161ak \u010dasto nep\u0159esn\u011b chap\u00e1n.<\/p>\n

Sportovn\u00ed sponzoring nespo\u010d\u00edv\u00e1 pouze v um\u00edst\u011bn\u00ed loga spole\u010dnosti na fotbalov\u00fd dres nebo karoser\u00edj z\u00e1vodn\u00edho vozu<\/strong>. Toto mylno\u00e9 p\u0159esv\u011b\u010dlen\u00ed vede k \u010detn\u00fdm nedorozum\u011bn\u00edm.<\/p>\n

Co je sportovn\u00ed sponzoring: definice<\/h2>\n

Sportovn\u00ed sponzoring definujeme jako nab\u00fdv\u00e1n\u00ed pr\u00e1v v\u00fdm\u011bnou za pen\u011b\u017en\u00ed kompenzaci v hotovosti a\/nebo zbo\u017e\u00ed\/slu\u017eb\u00e1ch, vypl\u00fdvaj\u00edc\u00edch z p\u0159idru\u017een\u00ed nebo asociace s produktem, t\u00fdmem, organizac\u00ed nebo akc\u00ed, s c\u00edlem z\u00edskat ekonomick\u00e9, marketingov\u00e9 nebo imageov\u00e9 v\u00fdhody z tohoto p\u0159idru\u017een\u00ed nebo asociace.<\/strong><\/p>\n

Tato definice zahrnuje t\u0159i z\u00e1kladn\u00ed sf\u00e9ry: 1) sf\u00e9ra pr\u00e1v<\/strong>, 2) sf\u00e9ra asociace<\/strong> a 3) sf\u00e9ra c\u00edl\u016f<\/strong>.<\/p>\n

\"sportovn\u00ed<\/p>\n

Sf\u00e9ra pr\u00e1v vypl\u00fdvaj\u00edc\u00edch ze sponzoringu<\/h3>\n

Sponzoring m\u016f\u017ee generovat dva typy pr\u00e1v: z\u00edskan\u00e1 pr\u00e1va a odvozen\u00e1 pr\u00e1va<\/strong>.<\/p>\n

Z\u00edskan\u00e1 pr\u00e1va<\/strong> jsou ta, kter\u00e1 jsou v\u00fdsloven\u011b uveden\u00e1 ve smlouv\u011b: viditelnost, vyu\u017eit\u00ed sportovn\u00edho obrazu, logo na webu, p\u0159\u00edtomnost na soci\u00e1ln\u00edch m\u00e9di\u00edch, vyu\u017eit\u00ed showbiku (pro sponzora MotoGP<\/strong><\/a>) nebo showcaru (pro sponzora F1<\/strong><\/a>), propustky atd.<\/p>\n

Odvozen\u00e1 pr\u00e1va<\/strong> vznik\u00e1 inteligentnou \u201eaktivac\u00ed\u201c z\u00edskan\u00fdch v\u00fdhod: sout\u011b\u017ee, akce, kampa\u0148\u011b na soci\u00e1ln\u00edch m\u00e9di\u00edch, exkluzivn\u00ed obsah.<\/p>\n

T\u00e9ma aktivac\u00ed sponzoringu<\/strong><\/a> si zaslu\u017euje samostatn\u00e9 podrobn\u00e9 zpr\u00e1cov\u00e1n\u00ed.<\/p>\n

Sf\u00e9ra asociace<\/h3>\n

Sponzorsk\u00e1 smlouva je pln\u00e9hodnotn\u00e9 partnerstv\u00ed, kter\u00e9 mus\u00ed b\u00fdt postaven\u00e9 na pevn\u00e9m souladu hodnot<\/strong> a d\u011bdictv\u00ed<\/strong>. Jako man\u017eelstv\u00ed dvou subjekt\u016f, od okam\u017eiku uzav\u0159en\u00ed dohody sponzor a sponzorovan\u00fd t\u00fdm sd\u00edlej\u00ed sv\u00e9 hodnoty a osudy.<\/p>\n

Proto je p\u0159ed jak\u00fdmkoli sponzoringov\u00fdm projektem nezbytn\u00e9 360\u00b0 hodnocen\u00ed zalo\u017een\u00e9 na spr\u00e1vn\u00e9m souladu hodnot.<\/p>\n

Sf\u00e9ra c\u00edl\u016f<\/h3>\n

Kl\u00ed\u010dov\u00e1 ot\u00e1zka zn\u00ed: \u010ceho chceme dos\u00e1hnout?<\/strong> Sponzoring m\u016f\u017ee zv\u00fd\u0161it pov\u011bdom\u00ed o zna\u010dce<\/strong>, posil\u00edm loajalitu ke zna\u010dce<\/strong>, generovat medii\u00e1ln\u00ed z\u00e1jem<\/strong>, zlepit tr\u017en\u00ed pozicov\u00e1n\u00ed<\/strong> nebo podporovat c\u00edle B2B<\/strong>.<\/p>\n

Ti, kte\u0159\u00ed pot\u0159ebuj\u00ed pov\u011bdom\u00ed, up\u0159ednostn\u00ed viditelnost<\/strong>; ti s c\u00edli B2B se soustrend\u00ed na pohostinnost<\/strong><\/a> nebo vztahy s m\u00e9dii.<\/p>\n

Jak velk\u00fd je trh sportovn\u00edho sponzoringu?<\/h2>\n

Glob\u00e1ln\u00ed trh sportovn\u00edho sponzoringu p\u0159ekro\u010dil 65 miliard dolar\u016f v roce 2023<\/strong> a p\u0159edpokl\u00e1d\u00e1 se jeho r\u016fst nad 100 miliard p\u0159ed rokem 2030 (zdroj: PwC Sports Survey 2024). V motorsportu \u2014 kde vede Formule 1 a MotoGP \u2014 pr\u016fm\u011brn\u00e9 rozpo\u010dty na sponzoring pat\u0159\u00ed k nejvy\u0161\u0161\u00edm v cel\u00e9m sportu.<\/p>\n

Prohledn\u011bte na\u0161e pr\u016fvodce pro sponzoring Formule 1<\/strong><\/a> a sponzoring MotoGP<\/strong><\/a>.<\/p>\n

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\u010cast\u00e9 ot\u00e1zky o sportovn\u00edm sponzoringu<\/b><\/h2>\r\n \r\n
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\r\n Co je sportovn\u00ed sponzoring?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n Jak\u00e9 jsou hlavn\u00ed c\u00edle sportovn\u00edho sponzoringu?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n Jak\u00fd je rozd\u00edl mezi z\u00edskan\u00fdmi pr\u00e1vy a odvozen\u00fdmi pr\u00e1vy?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n Kolik stoj\u00ed sponzoring v motorsportu?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n Jak zvolit vhodn\u00e9ho sportovn\u00edho partnera pro va\u0161i spole\u010dnost?<\/b>\r\n <\/h3>\r\n\r\n
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Po dobu del\u0161\u00ed ne\u017e 30 let m\u00e1 RTR Sports Marketing sportovn\u00ed sponzoring jako sv\u016fj hlavn\u00ed obor podnik\u00e1n\u00ed: n\u00e1stroj ve velk\u00e9 \u201esad\u011b n\u00e1stroj\u016f\u201c sportovn\u00edho marketingu, kter\u00fd s\u00e1m o sob\u011b je v\u011btv\u00ed marketingu v \u0161ir\u0161\u00edm slova smyslu. Sponzoring a Sport D\u00edky obrovsk\u00e9 medializaci sportu je pojem sponzoring \u0161iroce zn\u00e1m. Prvn\u00ed p\u0159\u00edklady, kter\u00e9 p\u0159ich\u00e1zej\u00ed na mysl, jsou dresosp\u00e1rn\u00e9 […]<\/p>\n","protected":false},"author":2,"featured_media":157511,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[],"class_list":["post-351567","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motogp"],"acf":[],"contentshake_article_id":"","yoast_head":"\nCo je sportovn\u00ed sponzoring a jak funguje<\/title>\n<meta name=\"description\" content=\"Definice, c\u00edle a v\u00fdhody sportovn\u00edho sponzoringu pro firmy. 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