{"id":351827,"date":"2026-09-08T15:01:39","date_gmt":"2026-09-08T13:01:39","guid":{"rendered":"https:\/\/rtrsports.com\/rozhodovani-spotrebitele-v-sportovnim-marketingu\/"},"modified":"2026-09-08T15:03:45","modified_gmt":"2026-09-08T13:03:45","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. Co ale ve skute\u010dnosti tuto volbu \u0159id\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 ni\u010d 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.<\/p>\n

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

Podle Mullina a Hardyho stoj\u00ed v centru trojs\u00e2lo \u2014 Socializace<\/strong>, \u00da\u010dast<\/strong> a Odd\u00e1nost<\/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 od toho, kdo p\u0159i\u0161el p\u0159es gaming nebo soci\u00e1ln\u00ed m\u00e9dia.<\/p>\n

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

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

Prvn\u00edm faktorem jsou Significance 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 uvod\u00ed, \u017ee pouh\u00e9 4 % \u00fa\u010dastn\u00edk\u016f sportovn\u00edch ud\u00e1lost\u00ed p\u0159ich\u00e1z\u00ed sam. 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.<\/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 obsahu. 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.<\/p>\n

T\u0159et\u00edm faktorem jsou kulturn\u00ed normy a hodnoty<\/strong>. Mis\u00edrovstv\u00ed sv\u011bta FIFA 2010 v Ji\u017en\u00ed Africe zaznamenalo 3,2 miliardy divak\u016f, kte\u0159\u00ed vid\u011bli alespo\u0148 minutu penos. MotoGP m\u00e1 v Evrop\u011b, Asii a Amerik\u00e1ch p\u0159es 200 milion\u016f fanou\u0161k\u016f na trzich s hlubok\u00fdmi kulturn\u00edmi rozd\u00edly.<\/p>\n

Kone\u010dn\u011b nelze ignorovat roli rasy, pohlave, t\u0159\u00eddy a zem\u011bpisn\u00e9ho p\u016fvodu<\/strong>. V posledn\u00edch letech v\u00fdrazn\u011b vzrostl pod\u00edl \u017een a lid\u00ed pod 35 let v publiku Formule 1 a MotoGP.<\/p>\n

Individu\u00e1ln\u00ed faktory v rozhodov\u00e1n\u00ed sportovn\u00edho spot\u0159ebitele<\/h2>\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>, pot\u0159ebu ztoto\u017enit se s v\u00edt\u011bzstv\u00edm (efekt BIRGing); stres a stimulaci<\/strong>; estetiku<\/strong>; nebo soci\u00e1ln\u00ed interakci<\/strong>. \u017d\u00e1dn\u00fd fanou\u0161ek nen\u00ed motivov\u00e1n jen jednou p\u00e1kou.<\/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. 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. Nos\u00edt dres sv\u00e9ho t\u00fdmu nen\u00ed jen deklarace sportovn\u00ed preference: je to projekce identity.<\/p>\n

Kone\u010dn\u011b jsou tu situ\u00e1\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 nepoup\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\u010dn\u00edk environmentaln\u00edch a individu\u00e1ln\u00edch faktor\u016f \u2014 nikdy jen jednoho z nich \u2014 ur\u010duje m\u00edru socializace, \u00fa\u010dasti a odd\u00e1nosti v\u016f\u010di sportovn\u00edmu produktu. Pro hodnoticele sponzoringu nen\u00ed ot\u00e1zka nikdy \u201esp\u0159\u00edze\u0148 spot\u0159ebitel\u016f se sportem\u201c: 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.<\/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 promit\u00e1 na tento \u0161ampion\u00e1t.<\/p>\n

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\u010cast\u00e9 ot\u00e1zky o rozhodov\u00e1n\u00ed ve sportovn\u00edm marketingu<\/b><\/h2>\r\n \r\n
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\r\n Jak\u00e9 faktory ovliv\u0148uj\u00ed rozhodov\u00e1n\u00ed spot\u0159ebitele ve sportovn\u00edm marketingu?<\/b>\r\n <\/h3>\r\n\r\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 situ\u00e1\u010dn\u00ed faktory.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Pro\u010d se chov\u00e1n\u00ed sportovn\u00edho spot\u0159ebitele li\u0161\u00ed od tradi\u010dn\u00edho spot\u0159ebitele?<\/b>\r\n <\/h3>\r\n\r\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.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Co jsou Socializace, \u00da\u010dast a Odd\u00e1nost ve sportovn\u00edm marketingu?<\/b>\r\n <\/h3>\r\n\r\n
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T\u0159i f\u00e1ze rozhodovac\u00edho procesu sportovn\u00edho spot\u0159ebitele podle Mullina a Hardyho: socializace, rostouc\u00ed \u00fa\u010dast a nakonec st\u00e1l\u00e1 odd\u00e1nost. Ve t\u0159et\u00ed f\u00e1zi se fanou\u0161ek st\u00e1v\u00e1 nejcenn\u011bj\u0161\u00edm publikem pro sponzora.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n\r\n

\r\n Jak lze tento model aplikovat na strategii sponzoringu motorsportu?<\/b>\r\n <\/h3>\r\n\r\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 oslvuje self-concept fanou\u0161ka, generuje v\u00fdrazn\u011b v\u011bt\u0161\u00ed n\u00e1vrat.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Pro\u010d pouh\u00e9 4 % sportovn\u00edch fanou\u0161k\u016f p\u0159ich\u00e1z\u00ed na ud\u00e1lost sama?<\/b>\r\n <\/h3>\r\n\r\n
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\r\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.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \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. Co ale ve skute\u010dnosti tuto volbu \u0159id\u00ed? A jak m\u016f\u017ee sponzorstvo spr\u00e1vn\u011b aktivovat tu pravou […]<\/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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