{"id":351827,"date":"2017-12-05T16:05:40","date_gmt":"2017-12-05T15:05:40","guid":{"rendered":"https:\/\/rtrsports.com\/rozhodovani-spotrebitele-v-sportovnim-marketingu\/"},"modified":"2026-09-12T10:20:39","modified_gmt":"2026-09-12T08:20:39","slug":"rozhodovani-spotrebitele-v-sportovnim-marketingu","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/rozhodovani-spotrebitele-v-sportovnim-marketingu\/","title":{"rendered":"Rozhodov\u00e1n\u00ed spot\u0159ebitele v sportovn\u00edm marketingu"},"content":{"rendered":"

Sportovn\u00ed marketing<\/strong> je obor s jasn\u011b odli\u0161n\u00fdmi hranicemi od jak\u00e9koliv jin\u00e9 marketingov\u00e9 specializace. Lid\u00e9 pracuj\u00edc\u00ed v odv\u011btv\u00ed to dob\u0159e v\u011bd\u00ed: zp\u016fsob, jak\u00fdm se fanou\u0161ek p\u0159ibl\u00ed\u017e\u00ed k t\u00fdmu, jezdci nebo mistrovstv\u00ed, nem\u00e1 nic spole\u010dn\u00e9ho s t\u00edm, jak stejn\u00e1 osoba vol\u00ed poji\u0161t\u011bn\u00ed nebo balen\u00ed su\u0161enek. Co ale ve skute\u010dnosti tuto volbu \u0159\u00edd\u00ed? A jak m\u016f\u017ee sponzorstvo spr\u00e1vn\u011b aktivovat tu pravou p\u00e1ku?<\/p>\n

Pro zna\u010dku, kter\u00e1 zva\u017euje investici do sportu \u2014 do sponzoringu MotoGP<\/a>, F1 nebo jin\u00e9ho presti\u017en\u00edho \u0161ampion\u00e1tu \u2014 je pochopen\u00ed rozhodovac\u00edho mechanismu sportovn\u00edho spot\u0159ebitele sp\u00ed\u0161e praktick\u00fdm ne\u017e akademick\u00fdm cvi\u010den\u00edm. Je to rozd\u00edl mezi logem na karos\u00e9rii, kter\u00e9 nic nepohne, a aktivac\u00ed generuj\u00edc\u00ed skute\u010dnou popt\u00e1vku.<\/p>\n

Co je sportovn\u00ed marketing?<\/h2>\n

Vych\u00e1zeje z pr\u00e1ce Mullina a Hardyho<\/strong> (Sport Marketing, 4. vyd., 2014), sportovn\u00ed marketing se li\u0161\u00ed od jak\u00e9koliv jin\u00e9 formy marketingu, proto\u017ee sport pro lidi nese sociologick\u00fd, kulturn\u00ed a emocion\u00e1ln\u00ed v\u00fdznam, kter\u00fd je z\u00e1sadn\u011b odli\u0161n\u00fd od jak\u00e9hokoliv jin\u00e9ho v\u00fdrobku nebo slu\u017eby.<\/p>\n

Z tohoto axiomu plyne rozhoduj\u00edc\u00ed d\u016fsledek: Chov\u00e1n\u00ed spot\u0159ebitele<\/strong> ve sportovn\u00edm marketingu je zcela odli\u0161n\u00e9 od klasick\u00e9ho pojet\u00ed. Spot\u0159ebitel nenasleduje sport jako zna\u010dku detergentu: ztoto\u017e\u0148uje se s n\u00edm, pro\u017e\u00edv\u00e1 emoce a buduje na tom identitu. A\u0165 u\u017e pracujete v sportovn\u00edm marketingu na stran\u011b t\u00fdm\u016f, atl\u00e9t\u016f, agentur nebo firem vyu\u017e\u00edvaj\u00edc\u00edch sport ke komunikaci, je nezbytn\u00e9 pochopit, jak se kone\u010dn\u00fd spot\u0159ebitel p\u0159ibli\u017euje \u2014 a pak rozhoduje, konzumuje a chov\u00e1 \u2014 v\u016f\u010di sportovn\u00edmu produktu.<\/p>\n

Model rozhodov\u00e1n\u00ed ve sportovn\u00edm marketingu<\/h2>\n

Podle Mullina a Hardyho stoj\u00ed v centru trojice \u2014 Socializace<\/strong>, \u00da\u010dast<\/strong> a Oddanost<\/strong> \u2014 jako c\u00edlov\u00fd bod, ne v\u00fdchoz\u00ed bod: v\u00fdsledek procesu, kter\u00fd jedince postupn\u011b p\u0159ibli\u017euje ke sportu.<\/p>\n

K t\u00e9to uzlov\u00e9 bod\u011b se doch\u00e1z\u00ed prost\u0159ednictv\u00edm dvou druh\u016f faktor\u016f: prost\u0159ed\u00ed<\/strong> a individu\u00e1ln\u00edch<\/strong>. Toto rozli\u0161en\u00ed je kl\u00ed\u010dov\u00e9 pro ka\u017ed\u00e9ho, kdo pracuje v motorsportu: fanou\u0161ek, kter\u00fd ke MotoGP p\u0159i\u0161el p\u0159es rodinu nebo televizi, je spot\u0159ebitelem z\u00e1sadn\u011b odli\u0161n\u00fdm \u2014 z hlediska motivace, v\u011brnosti a citlivosti v\u016f\u010di sponzorsk\u00fdm sd\u011blen\u00edm \u2014 od toho, kdo p\u0159i\u0161el p\u0159es gaming nebo soci\u00e1ln\u00ed m\u00e9dia.<\/p>\n

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

Environment\u00e1ln\u00ed faktory v rozhodov\u00e1n\u00ed sportovn\u00edho spot\u0159ebitele<\/h2>\n

Prvn\u00edm faktorem jsou Significant Others<\/strong> \u2014 v\u0161echny d\u016fle\u017eit\u00e9 osoby: otec, kter\u00fd v ned\u011bli sleduje z\u00e1vody, skupina p\u0159\u00e1tel sleduj\u00edc\u00ed \u0161ampion\u00e1t, kolega nos\u00edc\u00ed dres obl\u00edben\u00e9ho t\u00fdmu. V\u00fdzkumy uv\u00e1d\u011bj\u00ed, \u017ee pouh\u00e9 4 % \u00fa\u010dastn\u00edk\u016f sportovn\u00edch ud\u00e1lost\u00ed p\u0159ich\u00e1z\u00ed samo. Ve zb\u00fdvaj\u00edc\u00edch 96 % p\u0159\u00edpad\u016f je sportovn\u00ed z\u00e1\u017eitek kolektivn\u00ed. Pro ty, kdo stav\u00ed hospitality bal\u00ed\u010dky v MotoGP nebo Formuli 1, to nen\u00ed okrajov\u00e9 \u010d\u00edslo: je to samotn\u00e1 struktura produktu. Prod\u00e1vat rodinn\u00fd nebo skupinov\u00fd bal\u00ed\u010dek je v\u00fdrazn\u011b \u00fa\u010dinn\u011bj\u0161\u00ed ne\u017e s\u00e1zet na individu\u00e1ln\u00ed vstupenku.<\/p>\n

Druh\u00fdm faktorem je tr\u017en\u00ed chov\u00e1n\u00ed sportovn\u00edch firem<\/strong>: sport p\u0159irozen\u011b generuje obrovsk\u00e9 mno\u017estv\u00ed redak\u010dn\u00edho obsahu \u2014 specializovan\u00e1 m\u00e9dia, p\u0159enosy, soci\u00e1ln\u00ed s\u00edt\u011b, streaming, sportovn\u00ed \u017eurnalistika. To se p\u0159ekl\u00e1d\u00e1 v objem komunikace, kter\u00fd \u017e\u00e1dn\u00e1 zna\u010dka nem\u016f\u017ee samostatn\u011b replikovat, ale m\u016f\u017ee se na n\u011bm pod\u00edlet prost\u0159ednictv\u00edm sponzoringu. Je to tak\u00e9 d\u016fvod, pro\u010d se Kotler\u016fv model 4P ve sportu roz\u0161i\u0159uje na 5P s p\u0159id\u00e1n\u00edm Public Relations jako samostatn\u00e9 p\u00e1ky: sport o sob\u011b d\u00e1v\u00e1 mluvit daleko v\u00edce, ne\u017e s\u00e1m mluv\u00ed.<\/p>\n

T\u0159et\u00edm faktorem jsou kulturn\u00ed normy a hodnoty<\/strong>. Mistrovstv\u00ed sv\u011bta FIFA 2010 v Ji\u017en\u00ed Africe zaznamenalo 3,2 miliardy div\u00e1k\u016f, kte\u0159\u00ed vid\u011bli alespo\u0148 minutu p\u0159enosu. MotoGP m\u00e1 v Evrop\u011b, Asii a Amerik\u00e1ch p\u0159es 200 milion\u016f fanou\u0161k\u016f na trz\u00edch s hlubok\u00fdmi kulturn\u00edmi rozd\u00edly. Japonsk\u00fd, \u0161pan\u011blsk\u00fd a indon\u00e9sk\u00fd fanou\u0161ek sd\u00edlej\u00ed v\u00e1\u0161e\u0148 pro \u0161ampion\u00e1t, ale od sponzora o\u010dek\u00e1vaj\u00ed v oblasti aktivac\u00ed, jazyka a komunikovan\u00fdch hodnot velmi odli\u0161n\u00e9 v\u011bci.<\/p>\n

Kone\u010dn\u011b nelze ignorovat roli rasy, pohlav\u00ed, t\u0159\u00eddy a zem\u011bpisn\u00e9ho p\u016fvodu<\/strong>. Motorsport, historicky orientovan\u00fd na mu\u017esk\u00e9 a dosp\u011bl\u00e9 publikum na z\u00e1padn\u00edch trz\u00edch, proch\u00e1z\u00ed zrychlenou transformac\u00ed: v posledn\u00edch letech \u017eensk\u00e1 slo\u017eka a slo\u017eka mlad\u0161\u00ed 35 let zaznamenaly v publiku Formule 1 a MotoGP v\u00fdrazn\u00fd n\u00e1r\u016fst.<\/p>\n

Individu\u00e1ln\u00ed faktory v rozhodov\u00e1n\u00ed sportovn\u00edho spot\u0159ebitele<\/h2>\n

Pokud jsou environment\u00e1ln\u00ed faktory ty, kter\u00e9 p\u0159ich\u00e1zej\u00ed zven\u010d\u00ed, individu\u00e1ln\u00ed faktory \u2014 druh\u00e1 polovina sch\u00e9matu Mullina a Hardyho \u2014 vych\u00e1zej\u00ed zevnit\u0159: jsou zp\u016fsobem, jak\u00fdm ka\u017ed\u00fd filtruje, p\u0159epracov\u00e1v\u00e1 a nakonec p\u0159ev\u00e1d\u00ed v chov\u00e1n\u00ed v\u0161e, co k n\u011bmu p\u0159ich\u00e1z\u00ed od d\u016fle\u017eit\u00fdch osob, od marketingu sportovn\u00edch vlastnost\u00ed a od kultury, ve kter\u00e9 vyrostl.<\/p>\n

Prvn\u00edm je motivace<\/strong>. Ti, kdo se bl\u00ed\u017e\u00ed ke sportu, to d\u011blaj\u00ed z\u0159\u00eddka jen z jednoho d\u016fvodu. N\u011bkte\u0159\u00ed hledaj\u00ed v\u00fdkon<\/strong> \u2014 pot\u0159ebu ztoto\u017enit se s v\u00edt\u011bzstv\u00edm (efekt BIRGing: \u201eBasking In Reflected Glory“); jin\u00ed hledaj\u00ed stres a stimulaci<\/strong>, adrenalin z nejist\u00e9ho z\u00e1v\u011bru; dal\u0161\u00ed estetiku<\/strong> sportovn\u00edho gestu jako takov\u00e9ho; a kone\u010dn\u011b soci\u00e1ln\u00ed interakci<\/strong> \u2014 legitimn\u00ed z\u00e1minku b\u00fdt spolu s ostatn\u00edmi. \u017d\u00e1dn\u00fd fanou\u0161ek nen\u00ed motivov\u00e1n jen jednou p\u00e1kou: jsou v\u017edy p\u0159\u00edtomny dohromady, v r\u016fzn\u00fdch proporc\u00edch od osoby k osob\u011b.<\/p>\n

Druh\u00fdm faktorem je vn\u00edman\u00e1 dovednost<\/strong> (perceived skill). N\u011bkdo, kdo n\u011bkdy \u0159\u00eddil motorku, sleduje GP MotoGP jinak ne\u017e n\u011bkdo, kdo to nikdy ned\u011blal \u2014 ne nutn\u011b s v\u011bt\u0161\u00ed v\u00e1\u0161n\u00ed, ale s odli\u0161nou m\u00edrou vn\u00edman\u00e9 technick\u00e9 kompetence, kter\u00e1 m\u011bn\u00ed zp\u016fsob, jak\u00fdm hodnot\u00ed, komentuje a ztoto\u017e\u0148uje se s jezdci. To vysv\u011btluje, pro\u010d motorsport tradi\u010dn\u011b p\u0159itahuje technicky zalo\u017een\u00e9 publikum.<\/p>\n

T\u0159et\u00edm faktorem je pojet\u00ed sebe sama<\/strong> (self-concept): sport, kter\u00fd sledujeme, sd\u011bluje druh\u00fdm \u2014 a sob\u011b \u2014 kdo jsme. Nosit dres sv\u00e9ho t\u00fdmu nen\u00ed jen deklarace sportovn\u00ed preference: je to projekce identity. Kdo si koup\u00ed p\u0159ilbu s barvami sv\u00e9ho obl\u00edben\u00e9ho jezdce, technick\u00e9 oble\u010den\u00ed s logem t\u00fdmu nebo jen tri\u010dko s \u010d\u00edslem z\u00e1vodn\u00edka, komunikuje \u2014 ostatn\u00edm i sob\u011b \u2014 p\u0159\u00edslu\u0161nost a identitu. Pro sponzora to m\u00e1 konkr\u00e9tn\u00ed d\u016fsledky: jeho p\u0159\u00edtomnost ve sportu nen\u00ed \u201ejen“ reklama. V nejlep\u0161\u00edm p\u0159\u00edpad\u011b se st\u00e1v\u00e1 sou\u010d\u00e1st\u00ed identity tis\u00edc\u016f nebo milion\u016f lid\u00ed.<\/p>\n

Kone\u010dn\u011b jsou tu situa\u010dn\u00ed faktory<\/strong>: dostupn\u00fd voln\u00fd \u010das, rozpo\u010det, vzd\u00e1lenost od m\u00edsta. I nejv\u00e1\u0161niv\u011bj\u0161\u00ed fanou\u0161ek si nekoup\u00ed l\u00edstek, pokud je stadion t\u0159i hodiny cesty a druh\u00fd den m\u00e1 pr\u00e1ci.<\/p>\n

Od rozhodov\u00e1n\u00ed ke strategii sponzoringu<\/h2>\n

Pr\u016fse\u010d\u00edk environment\u00e1ln\u00edch a individu\u00e1ln\u00edch faktor\u016f \u2014 nikdy jen jednoho z nich \u2014 ur\u010duje m\u00edru socializace, \u00fa\u010dasti a oddanosti v\u016f\u010di sportovn\u00edmu produktu. Pro hodnotitele sponzoringu nen\u00ed ot\u00e1zka nikdy \u201esp\u0159\u00edzn\u011bnost spot\u0159ebitel\u016f se sportem“: jde o to, kter\u00e1 p\u00e1ka, v tom konkr\u00e9tn\u00edm publiku, m\u016f\u017ee b\u00fdt skute\u010dn\u011b aktivov\u00e1na a m\u011b\u0159ena v \u010dase.<\/p>\n

Sponzoring MotoGP nekupuje jen m\u00edsto na karos\u00e9rii motocyklu: kupuje p\u0159\u00edstup k syst\u00e9mu kulturn\u00edch, soci\u00e1ln\u00edch a identit\u00e1rn\u00edch v\u00fdznam\u016f, kter\u00e9 sportovn\u00ed spot\u0159ebitel prom\u00edt\u00e1 na tento \u0161ampion\u00e1t. Porozum\u011bn\u00ed tomu, jak se toto prom\u00edt\u00e1n\u00ed d\u011bje, je z\u00e1kladem ka\u017ed\u00e9 \u00fa\u010dinn\u00e9 aktivace.<\/p>\n

Praktick\u00e1 implikace je p\u0159\u00edm\u00e1: ne\u017e se rozhodne, kolik investovat a do jak\u00e9ho sportu, mus\u00ed ka\u017ed\u00e1 zna\u010dka polo\u017eit p\u0159edb\u011b\u017enou ot\u00e1zku. Kdo je n\u00e1\u0161 c\u00edlov\u00fd z\u00e1kazn\u00edk? Jak\u00e9 environment\u00e1ln\u00ed a individu\u00e1ln\u00ed faktory ho p\u0159ivedly ke sportu, kter\u00fd uva\u017eujeme? Kter\u00e9 p\u00e1ky \u2014 identity, kolektivn\u00ed z\u00e1\u017eitek, technick\u00e1 kompetence, soci\u00e1ln\u00ed interakce \u2014 jsou pro toto publikum nejsiln\u011bj\u0161\u00ed? Teprve na z\u00e1klad\u011b t\u011bchto odpov\u011bd\u00ed m\u00e1 smysl srovn\u00e1vat property a ceny. Spr\u00e1vn\u00e1 p\u00e1ka u spr\u00e1vn\u00e9ho publika p\u0159in\u00e1\u0161\u00ed v\u00fdsledky, kter\u00e9 logo na karos\u00e9rii samo o sob\u011b nikdy nezajist\u00ed.<\/p>\n

RTR Sports Marketing pracuje s modelem Mullina a Hardyho jako pracovn\u00edm n\u00e1strojem, nikoli jen jako teori\u00ed. Ka\u017ed\u00e1 anal\u00fdza potenci\u00e1ln\u00edho sponzoringu v motorsportu za\u010d\u00edn\u00e1 p\u0159esn\u011b zde: kdo je spot\u0159ebitel, co ho p\u0159ivedlo k MotoGP nebo F1, a kter\u00e1 p\u00e1ka \u2014 emocion\u00e1ln\u00ed nebo identit\u00e1rn\u00ed \u2014 je pro n\u011bj nejsiln\u011bj\u0161\u00ed. Kontaktujte n\u00e1s<\/a>, pokud chcete tuto anal\u00fdzu aplikovat na va\u0161i zna\u010dku.<\/p>\n

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\u010cast\u00e9 ot\u00e1zky o rozhodov\u00e1n\u00ed ve sportovn\u00edm marketingu<\/b><\/h2>\n

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Jak\u00e9 faktory ovliv\u0148uj\u00ed rozhodov\u00e1n\u00ed spot\u0159ebitele ve sportovn\u00edm marketingu?<\/b><\/h3>\n
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Podle modelu Mullina a Hardyho vych\u00e1z\u00ed chov\u00e1n\u00ed sportovn\u00edho spot\u0159ebitele z pr\u016fse\u010dn\u00edku faktor\u016f prost\u0159ed\u00ed \u2014 d\u016fle\u017eit\u00e9 osoby, komunikace vlastn\u00edk\u016f sportovn\u00edch pr\u00e1v, kulturn\u00ed normy, zem\u011bpisn\u00fd p\u016fvod \u2014 a individu\u00e1ln\u00edch faktor\u016f: motivace, vn\u00edman\u00e1 dovednost, pojet\u00ed sebe sama a situa\u010dn\u00ed faktory.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Pro\u010d se chov\u00e1n\u00ed sportovn\u00edho spot\u0159ebitele li\u0161\u00ed od tradi\u010dn\u00edho spot\u0159ebitele?<\/b><\/h3>\n
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Sport nese pro \u010dlov\u011bka sociologick\u00fd, kulturn\u00ed a emocion\u00e1ln\u00ed v\u00fdznam, kter\u00fd nem\u00e1 \u017e\u00e1dn\u00fd jin\u00fd produkt nebo slu\u017eba ve stejn\u00e9 m\u00ed\u0159e. Volba sportu sd\u011bluje identitu, ne jen spot\u0159ebn\u00ed preferenci \u2014 fanou\u0161ek se ztoto\u017e\u0148uje se sportovn\u00ed entitou zp\u016fsobem, kter\u00fd u spot\u0159ebn\u00edho zbo\u017e\u00ed prakticky neexistuje.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Co jsou Socializace, \u00da\u010dast a Oddanost ve sportovn\u00edm marketingu?<\/b><\/h3>\n
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T\u0159i f\u00e1ze rozhodovac\u00edho procesu sportovn\u00edho spot\u0159ebitele podle Mullina a Hardyho. Socializace je prvn\u00ed kontakt se sportem (p\u0159es rodinu, p\u0159\u00e1tele, m\u00e9dia). \u00da\u010dast je rostouc\u00ed zapojen\u00ed. Oddanost je t\u0159et\u00ed a nejhodnotn\u011bj\u0161\u00ed f\u00e1ze: fanou\u0161ek se st\u00e1v\u00e1 nejv\u011brn\u011bj\u0161\u00edm a nejcenn\u011bj\u0161\u00edm publikem pro sponzora.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Jak lze tento model aplikovat na strategii sponzoringu motorsportu?<\/b><\/h3>\n
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Pochopen\u00ed, na kter\u00e9 rozhodovac\u00ed p\u00e1ce va\u0161e publikum reaguje, umo\u017e\u0148uje budovat c\u00edlen\u00e9 aktivace nam\u00edsto jednoduch\u00e9ho umis\u0165ov\u00e1n\u00ed loga. Sponzoring MotoGP nebo F1, kter\u00fd oslovuje self-concept fanou\u0161ka nebo vyu\u017e\u00edv\u00e1 kolektivn\u00ed charakter z\u00e1\u017eitku (hospitality skupiny), generuje v\u00fdrazn\u011b v\u011bt\u0161\u00ed n\u00e1vrat ne\u017e pouh\u00e1 viditelnost.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Pro\u010d pouh\u00e9 4 % sportovn\u00edch fanou\u0161k\u016f p\u0159ich\u00e1z\u00ed na ud\u00e1lost sama?<\/b><\/h3>\n
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\n

Proto\u017ee sportovn\u00ed z\u00e1\u017eitek je strukturn\u011b kolektivn\u00ed. Toto \u010d\u00edslo citovan\u00e9 ve v\u00fdzkumu Mullina a Hardyho m\u00e1 p\u0159\u00edm\u00e9 d\u016fsledky pro prodejce hospitality bal\u00ed\u010dk\u016f: produkt nen\u00ed l\u00edstek, je to sd\u00edlen\u00fd z\u00e1\u017eitek. Skupinov\u00e9 a rodinn\u00e9 bal\u00ed\u010dky jsou proto v\u00fdrazn\u011b \u00fa\u010dinn\u011bj\u0161\u00ed ne\u017e individu\u00e1ln\u00ed p\u0159\u00edstupy.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

\n <\/div>\n","protected":false},"excerpt":{"rendered":"

Sportovn\u00ed marketing je obor s jasn\u011b odli\u0161n\u00fdmi hranicemi od jak\u00e9koliv jin\u00e9 marketingov\u00e9 specializace. Lid\u00e9 pracuj\u00edc\u00ed v odv\u011btv\u00ed to dob\u0159e v\u011bd\u00ed: zp\u016fsob, jak\u00fdm se fanou\u0161ek p\u0159ibl\u00ed\u017e\u00ed k t\u00fdmu, jezdci nebo mistrovstv\u00ed, nem\u00e1 nic spole\u010dn\u00e9ho s t\u00edm, jak stejn\u00e1 osoba vol\u00ed poji\u0161t\u011bn\u00ed nebo balen\u00ed su\u0161enek. Co ale ve skute\u010dnosti tuto volbu \u0159\u00edd\u00ed? A jak m\u016f\u017ee sponzorstvo spr\u00e1vn\u011b […]<\/p>\n","protected":false},"author":2,"featured_media":157393,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20024],"tags":[],"class_list":["post-351827","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportivo"],"acf":[],"contentshake_article_id":"","yoast_head":"\nRozhodov\u00e1n\u00ed Spot\u0159ebitele ve Sportovn\u00edm Marketingu - RTR Sports<\/title>\n<meta name=\"description\" content=\"Mechanismus rozhodov\u00e1n\u00ed sportovn\u00edho spot\u0159ebitele: model Mullina a Hardyho a jeho aplikace na strategii sponzoringu MotoGP. 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