{"id":351567,"date":"2017-03-31T08:49:13","date_gmt":"2017-03-31T06:49:13","guid":{"rendered":"https:\/\/rtrsports.com\/co-je-sportovni-sponzoring-a-jak-funguje\/"},"modified":"2026-09-12T08:57:33","modified_gmt":"2026-09-12T06:57:33","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":"<p>Po dobu del\u0161\u00ed ne\u017e <strong>30 let<\/strong> m\u00e1 <a href=\"https:\/\/rtrsports.com\/cs\/\"><strong>RTR Sports Marketing<\/strong><\/a> <strong>sportovn\u00ed sponzoring<\/strong> jako sv\u016fj hlavn\u00ed obor podnik\u00e1n\u00ed: n\u00e1stroj ve velk\u00e9 <em>\u201esad\u011b n\u00e1stroj\u016f&#8220;<\/em> <strong>sportovn\u00edho marketingu<\/strong>, kter\u00fd s\u00e1m o sob\u011b je v\u011btv\u00ed marketingu v \u0161ir\u0161\u00edm slova smyslu.<\/p>\n<h2>Sponzoring a Sport<\/h2>\n<p>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 <strong>Formule 1<\/strong> nebo motocykl\u016f <a href=\"https:\/\/rtrsports.com\/blog\/motogp-target-del-motomondiale\/\"><strong>MotoGP<\/strong><\/a>. Sportovn\u00ed sponzoring je v\u0161ak \u010dasto nep\u0159esn\u011b ch\u00e1p\u00e1n. Je na m\u00edst\u011b rozpt\u00fdlit prvn\u00ed nedorozum\u011bn\u00ed: velk\u00e1 viditelnost na dresech nebo autech je jen jednou z mnoha dimenz\u00ed sponzorsk\u00e9ho vztahu a profesion\u00e1l v oblasti sportovn\u00edho marketingu m\u00e1 za \u00fakol objas\u0148ovat sponzorovi skute\u010dn\u00e9 d\u016fvody existence tohoto n\u00e1stroje.<\/p>\n<p><strong>Sportovn\u00ed sponzoring nespo\u010d\u00edv\u00e1 pouze v um\u00edst\u011bn\u00ed loga spole\u010dnosti na fotbalov\u00fd dres nebo karoserii z\u00e1vodn\u00edho vozu<\/strong>. Toto myln\u00e9 p\u0159esv\u011bd\u010den\u00ed vede k \u010detn\u00fdm nedorozum\u011bn\u00edm.<\/p>\n<h2>Co je sportovn\u00ed sponzoring: definice<\/h2>\n<p>Sportovn\u00ed sponzoring definujeme jako <strong>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<p>Tato definice zahrnuje t\u0159i z\u00e1kladn\u00ed sf\u00e9ry: <strong>1) sf\u00e9ra pr\u00e1v<\/strong>, <strong>2) sf\u00e9ra asociace<\/strong> a <strong>3) sf\u00e9ra c\u00edl\u016f<\/strong>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-20008 size-large\" title=\"sportovn\u00ed sponzoring\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/motogp-1.jpg\" alt=\"sportovn\u00ed sponzoring\" width=\"600\" height=\"400\" \/><\/p>\n<h3>Sf\u00e9ra pr\u00e1v vypl\u00fdvaj\u00edc\u00edch ze sponzoringu<\/h3>\n<p>Sf\u00e9ra pr\u00e1v okam\u017eit\u011b rozvazuje nedorozum\u011bn\u00ed nastolen\u00e9 v prvn\u00edch \u0159\u00e1dc\u00edch tohoto textu: viditelnost (a\u0165 u\u017e na dresu nebo na voze) je jen jedn\u00edm z mo\u017en\u00fdch pr\u00e1v, kter\u00e1 se z\u00edsk\u00e1vaj\u00ed podpisem sponzorsk\u00e9 smlouvy. M\u016f\u017ee b\u00fdt p\u0159\u00edtomna, ale nemus\u00ed: existuj\u00ed tis\u00edce p\u0159\u00edklad\u016f \u00fasp\u011b\u0161n\u00fdch sportovn\u00edch sponzoring\u016f, kde viditelnost nen\u00ed kl\u00ed\u010dov\u00fdm prvkem. V krajn\u00edch p\u0159\u00edpadech existuje mnoho sponzoring\u016f, kde viditelnost nen\u00ed ani p\u0159edv\u00edd\u00e1na.<\/p>\n<p>Sponzoring m\u016f\u017ee generovat <strong>dva typy pr\u00e1v: z\u00edskan\u00e1 pr\u00e1va a odvozen\u00e1 pr\u00e1va<\/strong>.<\/p>\n<p><strong>Z\u00edskan\u00e1 pr\u00e1va<\/strong> jsou ta, kter\u00e1 jsou v\u00fdslovn\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 <a href=\"https:\/\/rtrsports.com\/cs\/sponzorstvi-motogp\/\"><strong>sponzora MotoGP<\/strong><\/a>) nebo showcaru (pro <a href=\"https:\/\/rtrsports.com\/cs\/vzorec-1-sponzorstvi\/\"><strong>sponzora F1<\/strong><\/a>), propustky atd.<\/p>\n<p><strong>Odvozen\u00e1 pr\u00e1va<\/strong> vznikaj\u00ed inteligentn\u00ed \u201eaktivac\u00ed&#8220; z\u00edskan\u00fdch v\u00fdhod: sout\u011b\u017ee, akce, kampan\u011b na soci\u00e1ln\u00edch m\u00e9di\u00edch, exkluzivn\u00ed obsah.<\/p>\n<p>T\u00e9ma <a href=\"https:\/\/rtrsports.com\/cs\/co-je-aktivace-sportovniho-sponzoringu\/\"><strong>aktivac\u00ed sponzoringu<\/strong><\/a> si zaslu\u017euje samostatn\u00e9 podrobn\u00e9 zpracov\u00e1n\u00ed.<\/p>\n<h3>Sf\u00e9ra asociace<\/h3>\n<p>Sponzorsk\u00e1 smlouva je plnohodnotn\u00e9 partnerstv\u00ed, kter\u00e9 mus\u00ed b\u00fdt postaveno na pevn\u00e9m <strong>souladu hodnot<\/strong> a <strong>d\u011bdictv\u00ed<\/strong>. Jako man\u017eelstv\u00ed dvou subjekt\u016f \u2014 od okam\u017eiku uzav\u0159en\u00ed dohody sponzor a sponzorovan\u00fd t\u00fdm sd\u00edlej\u00ed sv\u00e9 hodnoty a osudy. Od t\u00e9 chv\u00edle budou vn\u00edm\u00e1ni jeden prost\u0159ednictv\u00edm hodnot druh\u00e9ho, a nutn\u011b budou sd\u00edlet p\u0159ekr\u00fdvaj\u00edc\u00ed se osudy a v\u00fdsledky.<\/p>\n<p>Tento aspekt je p\u0159\u00edli\u0161 \u010dasto podce\u0148ov\u00e1n, p\u0159i\u010dem\u017e se up\u0159ednost\u0148uje jednoduch\u00fd v\u00fdpo\u010det popularity sp\u00ed\u0161e ne\u017e up\u0159\u00edmn\u00e1 reflexe relevance vize a mise. Mnoho zna\u010dek sn\u00ed o spolupr\u00e1ci s t\u00fdmy nebo sporty nejvy\u0161\u0161\u00ed \u00farovn\u011b, ani\u017e by si skute\u010dn\u011b kladly ot\u00e1zku, zda jsou z hlediska hodnot a v\u00fdznam\u016f vhodn\u00e9 pro jejich zna\u010dku. Stejn\u011b tak mnoho mlad\u00fdch sportovn\u00edch organizac\u00ed tou\u017e\u00ed m\u00edt mezi sv\u00fdmi sponzory velk\u00e9 spole\u010dnosti, se kter\u00fdmi mo\u017en\u00e1 nesd\u00edlej\u00ed v\u016fbec nic.<\/p>\n<p>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<h3>Sf\u00e9ra c\u00edl\u016f<\/h3>\n<p>Z\u00e1v\u011br v\u00fd\u0161e uveden\u00e9 definice je stejn\u011b zaj\u00edmav\u00fd: &#8216;<strong>s c\u00edlem z\u00edskat ekonomick\u00e9, marketingov\u00e9 nebo imageov\u00e9 v\u00fdhody<\/strong>&#8216;. Jedn\u00edm z nejd\u016fle\u017eit\u011bj\u0161\u00edch moment\u016f p\u0159i \u00favah\u00e1ch o sponzoringov\u00e9m projektu je diskuse o firemn\u00edch c\u00edlech, kter\u00e9 m\u00e1 sponzoring pomoci dos\u00e1hnout.<\/p>\n<p>Na stran\u011b sponzora je nutn\u00e9 odpov\u011bd\u011bt na jednoduchou ot\u00e1zku: \u010deho chceme dos\u00e1hnout? Odpov\u011bdi mohou b\u00fdt r\u016fzn\u00e9; t\u00e9m\u011b\u0159 v\u017edy obsahuj\u00ed slo\u017eku dopadu na spodn\u00ed \u0159\u00e1dek, tedy zv\u00fd\u0161en\u00ed prodej\u016f, ale nen\u00ed jist\u00e9, \u017ee se kruh uzav\u00edr\u00e1 pouze zde. Definice sama, nap\u0159\u00edklad, uv\u00e1d\u00ed marketingov\u00e9 nebo imageov\u00e9 c\u00edle vedle ekonomick\u00fdch.<\/p>\n<p>Kl\u00ed\u010dov\u00e1 ot\u00e1zka zn\u00ed: <strong>\u010ceho chceme dos\u00e1hnout?<\/strong> Sponzoring m\u016f\u017ee zv\u00fd\u0161it <strong>pov\u011bdom\u00ed o zna\u010dce<\/strong>, pos\u00edlit <strong>loajalitu ke zna\u010dce<\/strong>, generovat <strong>medi\u00e1ln\u00ed z\u00e1jem<\/strong>, zlep\u0161it <strong>tr\u017en\u00ed pozicov\u00e1n\u00ed<\/strong> nebo podporovat <strong>c\u00edle B2B<\/strong>. P\u0159irozen\u011b je tato diskuse t\u011bsn\u011b propojena s v\u00fd\u0161e zm\u00edn\u011bnou sf\u00e9rou pr\u00e1v: kdo pot\u0159ebuje zv\u00fd\u0161it pov\u011bdom\u00ed, bude up\u0159ednost\u0148ovat <strong>viditelnost<\/strong>; ti s c\u00edli B2B se soust\u0159ed\u00ed na <a href=\"https:\/\/rtrsports.com\/cs\/motogp-hospitality\/\"><strong>pohostinnost<\/strong><\/a> nebo vztahy s m\u00e9dii.<\/p>\n<h2>Jak velk\u00fd je trh sportovn\u00edho sponzoringu?<\/h2>\n<p>Glob\u00e1ln\u00ed trh sportovn\u00edho sponzoringu p\u0159ekro\u010dil <strong>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<p>Prohledn\u011bte na\u0161e pr\u016fvodce pro <a href=\"https:\/\/rtrsports.com\/cs\/vzorec-1-sponzorstvi\/\"><strong>sponzoring Formule 1<\/strong><\/a> a <a href=\"https:\/\/rtrsports.com\/cs\/sponzorstvi-motogp\/\"><strong>sponzoring MotoGP<\/strong><\/a>.<\/p>\n<div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\n<h2><b>\u010cast\u00e9 ot\u00e1zky o sportovn\u00edm sponzoringu<\/b><\/h2>\n<p><\/p>\n<div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\n<h3 class=\"h5\" itemprop=\"name\"><b>Co je sportovn\u00ed sponzoring?<\/b><\/h3>\n<div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n<div itemprop=\"text\" class=\"question-answer\">\n<p>Sportovn\u00ed sponzoring je nab\u00fdv\u00e1n\u00ed pr\u00e1v v\u00fdm\u011bnou za pen\u011b\u017en\u00ed nebo natur\u00e1ln\u00ed kompenzaci, vypl\u00fdvaj\u00edc\u00edch z asociace s produktem, t\u00fdmem, organizac\u00ed nebo sportovn\u00ed akc\u00ed. C\u00edlem je z\u00edskat ekonomick\u00e9, marketingov\u00e9 nebo imageov\u00e9 v\u00fdhody. Nejde jen o um\u00edst\u011bn\u00ed loga \u2014 zahrnuje celou \u0161k\u00e1lu pr\u00e1v, aktivac\u00ed a hodnotov\u00fdch asociac\u00ed.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p><\/p>\n<div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\n<h3 class=\"h5\" itemprop=\"name\"><b>Jak\u00e9 jsou hlavn\u00ed c\u00edle sportovn\u00edho sponzoringu?<\/b><\/h3>\n<div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n<div itemprop=\"text\" class=\"question-answer\">\n<p>Sponzoring m\u016f\u017ee slou\u017eit r\u016fzn\u00fdm c\u00edl\u016fm: zv\u00fd\u0161en\u00ed pov\u011bdom\u00ed o zna\u010dce, pos\u00edlen\u00ed loajality z\u00e1kazn\u00edk\u016f, generov\u00e1n\u00ed medi\u00e1ln\u00edho z\u00e1jmu, zlep\u0161en\u00ed tr\u017en\u00edho pozicov\u00e1n\u00ed, dosa\u017een\u00ed c\u00edl\u016f B2B nebo p\u0159\u00edstup k pohostinnosti pro kl\u00ed\u010dov\u00e9 klienty. Volba c\u00edl\u016f p\u0159\u00edmo ovliv\u0148uje, jak\u00e1 pr\u00e1va a jak\u00fd typ spolupr\u00e1ce je pro danou spole\u010dnost optim\u00e1ln\u00ed.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p><\/p>\n<div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\n<h3 class=\"h5\" itemprop=\"name\"><b>Jak\u00fd je rozd\u00edl mezi z\u00edskan\u00fdmi pr\u00e1vy a odvozen\u00fdmi pr\u00e1vy?<\/b><\/h3>\n<div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n<div itemprop=\"text\" class=\"question-answer\">\n<p>Z\u00edskan\u00e1 pr\u00e1va jsou explicitn\u011b uvedena ve smlouv\u011b: viditelnost, logo na webu, p\u0159\u00edstup na akce, vyu\u017eit\u00ed showbiku nebo showcaru. Odvozen\u00e1 pr\u00e1va vznikaj\u00ed aktivac\u00ed t\u011bchto benefit\u016f \u2014 sout\u011b\u017ee, exkluzivn\u00ed obsah, eventy pro z\u00e1kazn\u00edky. Spr\u00e1vn\u00e1 aktivace v\u00fdrazn\u011b zvy\u0161uje n\u00e1vratnost investice do sponzoringu.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p><\/p>\n<div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\n<h3 class=\"h5\" itemprop=\"name\"><b>Kolik stoj\u00ed sponzoring v motorsportu?<\/b><\/h3>\n<div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n<div itemprop=\"text\" class=\"question-answer\">\n<p>Ceny se v\u00fdrazn\u011b li\u0161\u00ed podle discipl\u00edny a \u00farovn\u011b viditelnosti. V MotoGP se titul\u00e1rn\u00ed sponzoring pohybuje od n\u011bkolika milion\u016f eur ro\u010dn\u011b, zat\u00edmco v F1 mohou hlavn\u00ed sponzo\u0159i platit des\u00edtky a\u017e stovky milion\u016f dolar\u016f. Existuj\u00ed v\u0161ak tak\u00e9 vstupn\u00ed mo\u017enosti v men\u0161\u00edch kategori\u00edch nebo s omezenou viditelnost\u00ed za v\u00fdrazn\u011b ni\u017e\u0161\u00ed investici.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p><\/p>\n<div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\n<h3 class=\"h5\" itemprop=\"name\"><b>Jak zvolit vhodn\u00e9ho sportovn\u00edho partnera pro va\u0161i spole\u010dnost?<\/b><\/h3>\n<div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n<div itemprop=\"text\" class=\"question-answer\">\n<p>Kl\u00ed\u010dem je soulad hodnot: publikum sportu mus\u00ed odpov\u00eddat c\u00edlov\u00e9 skupin\u011b spole\u010dnosti a hodnotov\u00fd profil sportovn\u00ed entity mus\u00ed b\u00fdt kompatibiln\u00ed s identitou zna\u010dky. D\u00e1le je t\u0159eba zv\u00e1\u017eit geografick\u00e9 pokryt\u00ed, medi\u00e1ln\u00ed expozici, mo\u017enosti aktivace a sez\u00f3nn\u00ed dostupnost. RTR Sports Marketing prov\u00e1d\u00ed toto hodnocen\u00ed s v\u00edce ne\u017e 30 lety zku\u0161enost\u00ed v motorsportu.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p>\n    <\/div>\n","protected":false},"excerpt":{"rendered":"<p>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&#8220; 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 [&hellip;]<\/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":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Co 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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