{"id":351860,"date":"2017-10-27T15:54:26","date_gmt":"2017-10-27T13:54:26","guid":{"rendered":"https:\/\/rtrsports.com\/4-makro-oblasti-sportovniho-marketingu\/"},"modified":"2026-09-09T20:10:31","modified_gmt":"2026-09-09T18:10:31","slug":"4-makro-oblasti-sportovniho-marketingu","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/4-makro-oblasti-sportovniho-marketingu\/","title":{"rendered":"4 makro oblasti sportovn\u00edho marketingu"},"content":{"rendered":"

V roce 2023, kdy MotoGP zavedlo Sprint Race a p\u0159etvo\u0159ilo z\u00e1\u017eitek z cel\u00e9ho z\u00e1vodn\u00edho v\u00edkendu, a Monster Energy sou\u010dasn\u011b obnovilo smlouvu hlavn\u00edho sponzora s tov\u00e1rn\u00edm t\u00fdmem Yamaha, doch\u00e1z\u00ed k n\u011b\u010demu, co si zaslou\u017e\u00ed pozornost. Ji\u017e neplat\u00ed, \u017ee pouze zna\u010dky hledaj\u00ed viditelnost prost\u0159ednictv\u00edm sportu: sport s\u00e1m o sob\u011b se p\u0159ehodnocuje jako marketingov\u00fd produkt. Toto obr\u00e1cen\u00ed nen\u00ed trivi\u00e1ln\u00ed a vy\u017eaduje analytick\u00fd r\u00e1mec, aby bylo spr\u00e1vn\u011b pochopeno.<\/p>\n\n

Discipl\u00edna sportovn\u00edho marketingu<\/strong> \u2014 a sportovn\u00ed sponzoring<\/strong><\/a> jako jeho nejvyvinut\u011bj\u0161\u00ed forma \u2014 roste velmi rychle, a to jak objemem investic, tak komplexnost\u00ed dostupn\u00fdch n\u00e1stroj\u016f. Pr\u00e1v\u011b tato expanze v\u0161ak zp\u016fsobuje zmatek: nach\u00e1z\u00edme se p\u0159ed \u0161irok\u00fdm a pestr\u00fdm panor\u00e1matem, kde koexistuj\u00ed radik\u00e1ln\u011b odli\u0161n\u00e9 p\u0159\u00edstupy, spojen\u00e9 na povrchu pouze stejn\u00fdm p\u0159\u00edvlastkem.<\/p>\n\n

Pro orientaci v tomto prostoru z\u016fst\u00e1v\u00e1 nejpou\u017eite\u010dn\u011bj\u0161\u00edm teoretick\u00fdm referen\u010dn\u00edm r\u00e1mcem ten od Sama Fullertona<\/strong> a G. Russella Merze<\/strong>, publikovan\u00fd v roce 2008 v Sport Marketing Quarterly<\/em>. Oba auto\u0159i navrhuj\u00ed matici, kter\u00e1 d\u011bl\u00ed sportovn\u00ed marketing do \u010dty\u0159 makro oblast\u00ed<\/strong>, a to na z\u00e1klad\u011b dvou prom\u011bnn\u00fdch: typ produktu<\/em> (sportovn\u00ed nebo nesportovn\u00ed) a \u00farove\u0148 integrace<\/em> (tradi\u010dn\u00ed marketing nebo sponzoring). \u010cty\u0159i kvadranty, \u010dty\u0159i odli\u0161n\u00e9 logiky.<\/p>\n\n

\"4<\/p>\n\n

Geometrie matice<\/h2>\n\n

Ne\u017e detailn\u011b pop\u00ed\u0161eme ka\u017edou oblast, je u\u017eite\u010dn\u00e9 pochopit strukturu matice. Na horizont\u00e1ln\u00ed ose se nach\u00e1z\u00ed dv\u011b kategorie produkt\u016f: nesportovn\u00ed produkty<\/strong> (automobil, poji\u0161t\u011bn\u00ed, telefonn\u00ed oper\u00e1tor, zna\u010dka energetick\u00fdch n\u00e1poj\u016f) a sportovn\u00ed produkty<\/strong> (b\u011b\u017eeck\u00e1 obuv, t\u00fdm MotoGP, streamovac\u00ed p\u0159edplatn\u00e9 z\u00e1vod\u016f). Na vertik\u00e1ln\u00ed ose se rozli\u0161uj\u00ed dv\u011b \u00farovn\u011b integrace s trhem sportu: tradi\u010dn\u00ed marketing<\/strong> a sponzoring<\/strong>.<\/p>\n\n

Z pr\u016fniku t\u011bchto dvou os vznikaj\u00ed \u010dty\u0159i makro oblasti. \u017d\u00e1dn\u00e1 z nich nen\u00ed v abstraktn\u00edm smyslu nad\u0159azena ostatn\u00edm: ka\u017ed\u00e1 odpov\u00edd\u00e1 konkr\u00e9tn\u00edm c\u00edl\u016fm a kontext\u016fm. Toto rozli\u0161en\u00ed je v\u0161ak z\u00e1sadn\u00ed pro ty, kdo v tomto odv\u011btv\u00ed pracuj\u00ed \u2014 a pro ty, kdo mus\u00ed rozhodovat o alokaci sv\u00e9ho rozpo\u010dtu.<\/p>\n\n

1. Sportovn\u00ed marketing zam\u011b\u0159en\u00fd na kontext<\/h2>\n\n

Prvn\u00ed makro oblast je, jak sami auto\u0159i p\u0159izn\u00e1vaj\u00ed, nejm\u00e9n\u011b sofistikovan\u00e1 ze \u010dty\u0159: pr\u016fnik nesportovn\u00edch produkt\u016f a tradi\u010dn\u00edho marketingu. Zde sport nen\u00ed sd\u011blen\u00edm<\/em>: je prost\u011b ar\u00e9nou s vysokou n\u00e1v\u0161t\u011bvnost\u00ed, popul\u00e1rn\u00edm prost\u0159ed\u00edm, ve kter\u00e9m se zna\u010dka rozhoduje d\u011blat konven\u010dn\u00ed reklamu.<\/p>\n\n

P\u0159\u00edklady jsou bezprost\u0159edn\u00ed a roz\u0161\u00ed\u0159en\u00e9. Finan\u010dn\u00ed spole\u010dnost, kter\u00e1 kupuje reklamn\u00ed prostor b\u011bhem p\u0159\u00edm\u00e9ho televizn\u00edho p\u0159enosu Grand Prix It\u00e1lie Formule 1, spot\u0159ebitelsk\u00e1 elektronick\u00e1 zna\u010dka, kter\u00e1 kupuje sloty ve streamov\u00e1n\u00ed kvalifikace MotoGP: obsah sd\u011blen\u00ed nem\u00e1 nic spole\u010dn\u00e9ho se sportem samotn\u00fdm. Kontext \u2014 publikum, soust\u0159ed\u011bn\u00ed pozornosti, demografick\u00fd profil div\u00e1k\u016f \u2014 je t\u00edm, co investici ospravedl\u0148uje.<\/p>\n\n

Fullerton a Merz ji\u017e v roce 2008 poukazovali na to, \u017ee tato forma sportovn\u00edho marketingu m\u00e1 nejmen\u0161\u00ed perspektivy z dlouhodob\u00e9ho hlediska. Eroze tradi\u010dn\u00edho televizn\u00edho publika, fragmentace digit\u00e1ln\u00edch kan\u00e1l\u016f a r\u016fst konzumace na vy\u017e\u00e1d\u00e1n\u00ed postupn\u011b sni\u017euj\u00ed v\u00fdhodu kontextu, p\u0159esunuj\u00ed strategickou pozornost k tomu, jak a s k\u00fdm.<\/p>\n\n

2. Sportovn\u00ed marketing zam\u011b\u0159en\u00fd na produkt<\/h2>\n\n

Kdy\u017e je c\u00edlem prod\u00e1vat, p\u0159eposicionovat nebo zvy\u0161ovat pov\u011bdom\u00ed o zna\u010dce sportovn\u00edho produktu<\/em> prost\u0159ednictv\u00edm tradi\u010dn\u00edho marketingu, nach\u00e1z\u00edme se ve druh\u00e9 makro oblasti. Hranice s b\u011b\u017en\u00fdm \u0159\u00edzen\u00edm sportovn\u00edho podnik\u00e1n\u00ed je tenk\u00e1, a Fullerton a Merz ostatn\u011b uznaj\u00ed, \u017ee tato oblast je historicky samotn\u00fdm po\u010d\u00e1tkem sportovn\u00edho marketingu<\/strong><\/a> jako autonomn\u00ed discipl\u00edny.<\/p>\n\n

V MotoGP je p\u0159\u00edkladem rozhodnut\u00ed Dorny zavest Sprint Race<\/strong> v roce 2023: strukturn\u00ed reforma v\u00edkendu, kter\u00e1 je ve sv\u00e9 podstat\u011b marketingovou akc\u00ed produktu. C\u00edlem bylo u\u010dinit ka\u017ed\u00fd z\u00e1vod hust\u0161\u00ed na momenty s vysokou televizn\u00ed hodnotou, zv\u00fd\u0161it zapojen\u00ed publika a zv\u00fd\u0161it komer\u010dn\u00ed hodnotu ka\u017ed\u00e9ho GP pro partnery a sponzory. Produkt MotoGP byl aktualizov\u00e1n, aby l\u00e9pe reagoval na pot\u0159eby sv\u00e9ho c\u00edlov\u00e9ho trhu.<\/p>\n\n

Tot\u00e9\u017e plat\u00ed pro ka\u017ed\u00e9 rozhodnut\u00ed o cenotvob\u011b streamovac\u00edho p\u0159edplatn\u00e9ho MotoGP VideoPass, pro kampan\u011b s ofici\u00e1ln\u00edm merchandisingem, pro strategie prodeje vstupenek, kter\u00e9 moduluj\u00ed ceny v z\u00e1vislosti na historick\u00e9 n\u00e1v\u0161t\u011bvnosti jednotliv\u00fdch okruh\u016f. V\u0161e jsou to akce sportovn\u00edho marketingu zam\u011b\u0159en\u00e9ho na produkt.<\/p>\n\n

3. Sportovn\u00ed marketing zam\u011b\u0159en\u00fd na asociaci<\/h2>\n\n

T\u0159et\u00ed makro oblast \u2014 pr\u016fnik nesportovn\u00edch produkt\u016f a sponzoringow\u00fdch strategi\u00ed \u2014 je ta, kter\u00e1 nejp\u0159\u00edm\u011bji reprezentuje ka\u017edodenn\u00ed pr\u00e1ci agentury, jako je RTR Sports Marketing, a z\u00e1rove\u0148 je nejkomplexn\u011bj\u0161\u00ed po konceptu\u00e1ln\u00ed str\u00e1nce.<\/p>\n\n

Z\u00e1kladn\u00edm principem je sponzoring: zna\u010dka, kter\u00e1 neprodukuje nic ze sv\u00e9 podstaty sportovn\u00edho, se asociuje se sportovn\u00ed vlastnost\u00ed (t\u00fdm, atlet, event, federace), aby z toho t\u011b\u017eila ekonomicky, v pov\u011bdom\u00ed nebo v hodnotov\u00e9m pozicionov\u00e1n\u00ed. Ve shrnut\u00ed Mullina, Hard\u00fdho a Suttona \u2014 kter\u00e9 Fullerton a Merz cituj\u00ed jako referenci \u2014 jde o naby t\u00ed pr\u00e1v jako v\u00fdsledek pen\u011b\u017eit\u00e9 nebo v\u011bcn\u00e9 kompenzace, plynouc\u00edch z asociace s produktem, t\u00fdmem, organizac\u00ed nebo eventem, za \u00fa\u010delem dosa\u017een\u00ed ekonomick\u00e9ho, marketingov\u00e9ho nebo image p\u0159\u00ednosu z takov\u00e9 asociace<\/em>.<\/p>\n\n

P\u0159\u00edklady v sou\u010dasn\u00e9m motorsportu jsou \u010detn\u00e9 a vrstven\u00e9. Monster Energy jako hlavn\u00ed sponzor tov\u00e1rn\u00edho t\u00fdmu Yamaha, Tissot jako official timekeeper jak v MotoGP, tak ve Formuli 1, Estrella Galicia s Marcem Marquezem b\u011bhem jeho let u Hondy: ka\u017ed\u00e1 smlouva reaguje na odli\u0161n\u00e9 logiky hodnotov\u00e9 asociace \u2014 energie a adrenalin, p\u0159esnost a spolehlivost, technick\u00e1 excelence. Nejde o reklamu: jde o z\u00edsk\u00e1n\u00ed \u010d\u00e1sti kulturn\u00ed identity sportovn\u00ed vlastnosti a jej\u00ed p\u0159enos na vlastn\u00ed zna\u010dku v \u010dase.<\/p>\n\n

Pokud zva\u017eujete tento typ strategie pro svou firmu, na\u0161e sekce v\u011bnovan\u00e1 sponzoringu MotoGP<\/strong><\/a> nab\u00edz\u00ed u\u017eite\u010dn\u00fd v\u00fdchoz\u00ed bod pro pochopen\u00ed n\u00e1klad\u016f, mechanism\u016f a p\u0159\u00edle\u017eitost\u00ed n\u00e1vratnosti investice.<\/p>\n\n

Fullerton a Merz tuto makro oblast \u010dlen\u00ed do \u010dty\u0159 d\u00edl\u010d\u00edch forem:<\/p>\n\n

    \n
  1. Tradi\u010dn\u00ed sponzoring<\/strong> \u2014 logo zna\u010dky na livreji, kombin\u00e9ze nebo v ofici\u00e1ln\u00ed komunikaci (Repsol na Honda HRC, Tissot jako official timekeeper MotoGP);<\/li>\n
  2. Pr\u00e1va na pojmenov\u00e1n\u00ed m\u00edst<\/strong> \u2014 zna\u010dka, kter\u00e1 d\u00e1v\u00e1 sv\u00e9 jm\u00e9no ar\u00e9n\u011b nebo eventu (od Circuit de Catalunya po mnoho GP nes ouc\u00edch jm\u00e9no m\u00edstn\u00edch institucion\u00e1ln\u00edch sponzor\u016f);<\/li>\n
  3. Endorsement<\/strong> \u2014 jezdec jako ambasador zna\u010dky (Marc Marquez a Repsol, Valentino Rossi a Monster Energy t\u00e9m\u011b\u0159 cel\u00e9 desetilet\u00ed);<\/li>\n
  4. Licensing<\/strong> \u2014 v\u00fdroba merchandisingu a licencovan\u00fdch produkt\u016f s ofici\u00e1ln\u00edmi zna\u010dkami sportovn\u00ed vlastnosti (modely, replika oble\u010den\u00ed, dopl\u0148ky s logem MotoGP nebo F1).<\/li>\n<\/ol>\n\n

    P\u0159esto\u017ee je toto vnit\u0159n\u00ed \u010dlen\u011bn\u00ed u\u017eite\u010dn\u00e9 z pedagogick\u00e9ho hlediska, v praxi se formy st\u00e1le \u010dast\u011bji p\u0159ekr\u00fdvaj\u00ed. Partner jako Repsol u Honda HRC kombinuje simult\u00e1nn\u011b tradi\u010dn\u00ed sponzoring, endorsement jezdce a licensing technick\u00fdch produkt\u016f: odd\u011blov\u00e1n\u00ed kategori\u00ed m\u00e1 popisnou hodnotu pro teorii, ale ne v\u017edy pro re\u00e1ln\u00fd trh.<\/p>\n\n

    4. Sportovn\u00ed marketing zam\u011b\u0159en\u00fd na sport<\/h2>\n\n

    \u010ctvrT\u00e1 makro oblast \u2014 nejnovej\u0161\u00ed a v jist\u00e9m ohledu nejvyp\u00f3v\u00eddaj\u00edc\u00ed o v\u00fdvoji odv\u011btv\u00ed \u2014 se rod\u00ed z pr\u016fniku sportovn\u00edch produkt\u016f a sponzoringow\u00fdch strategi\u00ed. Zde sport financuje sport: spole\u010dnost vyr\u00e1b\u011bj\u00edc\u00ed sportovn\u00ed produkty se st\u00e1v\u00e1 sponzorem sportovn\u00ed vlastnosti, aby z\u00edskala viditelnost a konkurenn\u010dn\u00ed v\u00fdhodu nad sou\u010dasn\u00edky.<\/p>\n\n

    Terminologie, kter\u00e1 se pro tuto kategorii v pr\u016fb\u011bhu \u010dasu prosadila, je technick\u00fd sponzor<\/strong>. Michelin jako v\u00fdlu\u010dn\u00fd dod\u00e1vatel pneumatik v MotoGP, Dainese jako partner pro ochrann\u00e9 syst\u00e9my jezdce, Alpinestars s kombin\u00e9zami a rukavicemi: tyto spole\u010dnosti nejsou jednoduze ve sportovn\u00ed kategorii \u2014 jsou<\/em> MotoGP, v tom smyslu, \u017ee jejich p\u0159\u00edtomnost je konstitutivn\u00ed sou\u010d\u00e1st\u00ed samotn\u00e9 discipl\u00edny na technick\u00e9 a v\u00fdkonnostn\u00ed \u00farovni.<\/p>\n\n

    Je\u0161t\u011b p\u0159ed n\u011bkolika desetilet\u00edmi by takov\u00e1 operace byla nemyslisteln\u00e1: t\u00fdmy kupovaly<\/em> materi\u00e1ly od dod\u00e1vatel\u016f a p\u0159ihl\u00ed\u017eely ke krit\u00e9ri\u00edm ceny a technick\u00e9 kvality. Dnes jsou to spole\u010dnosti sportovn\u00edch produkt\u016f, kter\u00e9 plat\u00ed za asociaci s nejlep\u0161\u00edmi vlastnostmi: mechanismus se zcela obr\u00e1til.<\/p>\n\n

    Nejextr\u00e9mn\u011bj\u0161\u00edm p\u0159\u00edkladem tohoto v\u00fdvoje z\u016fst\u00e1v\u00e1 partnerstv\u00ed mezi Reebok a CrossFitem \u2014 spole\u010dnost se sportovn\u00edm oble\u010den\u00edm, kter\u00e1 se t\u00e9m\u011b\u0159 cel\u00e9 desetilet\u00ed stala identit\u00e1rn\u00ed zna\u010dkou celosv\u011btov\u00e9ho hnut\u00ed, rozmazanvaj\u00edc\u00ed hranici mezi sponzorem a vlastnost\u00ed, a\u017e ji t\u00e9m\u011b\u0159 zcela set\u0159ela. Dynamika, kterou lze pozorovat i v motorsportu: uva\u017eujme vztah mezi Michelinem a technick\u00fdm form\u00e1tem MotoGP, kde specifikace pneumatik ovliv\u0148uj\u00ed v\u00fdvojov\u00e9 volby v\u00fdrobc\u016f a de facto i samotnou povahu sout\u011b\u017ee.<\/p>\n\n

    R\u00e1mec pro navigaci budoucnosti<\/h2>\n\n

    Matice Fullertona a Merze, p\u0159esto\u017ee je t\u00e9m\u011b\u0159 dvacet let star\u00e1, si zachov\u00e1v\u00e1 pozoruhodnou orienta\u010dn\u00ed schopnost. Ne proto, \u017ee by trh z\u016fstal nehybn\u00fd \u2014 naopak \u2014 ale proto, \u017ee jeho z\u00e1kladn\u00ed prom\u011bnn\u00e9 (typ produktu, modalita integrace) odol\u00e1vaj\u00ed tlaku \u010dasu.<\/p>\n\n

    Co se m\u011bn\u00ed, je distribuce v\u00e1hy mezi \u010dty\u0159mi oblastmi. Marketing zam\u011b\u0159en\u00fd na kontext fyziologicky ztr\u00e1c\u00ed p\u016fdu pod nohama s erozemi tradi\u010dn\u00edch m\u00e9di\u00ed. Marketing zam\u011b\u0159en\u00fd na produkt se st\u00e1le v\u00edce prom\u011b\u0148uje v \u0159\u00edzen\u00ed z\u00e1\u017eitku. A marketing zalo\u017een\u00fd na asociaci \u2014 sponzoring v nejpln\u011bj\u0161\u00edm a nejsou\u010dasn\u011bj\u0161\u00edm smyslu slova \u2014 neust\u00e1le z\u00edsk\u00e1v\u00e1 na relevanci jako p\u00e1ka pro dlouhodob\u00e9 budov\u00e1n\u00ed hodnoty.<\/p>\n\n

    To je n\u011bco, co sponzo\u0159i, agentury a sportovn\u00ed vlastnosti nemohou nad\u00e1le ignorovat. A co by dnes v st\u00e1le konkuren\u010dn\u011bj\u0161\u00edm a fragmentovan\u011bj\u0161\u00edm trhu m\u011blo b\u00fdt vyu\u017eito s rostouc\u00edm strategick\u00fdm v\u011bdom\u00edm.<\/p>\n\n

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

    \n\n
    *Sam Fullerton, G. Russell Merz, \"The Four Domains of Sports Marketing: A Conceptual Framework\", Sport Marketing Quarterly, Volume 17, Number 2, 2008.<\/pre>\n\n
    \u010cast\u00e9 ot\u00e1zky k makro oblast\u00e9m sportovn\u00edho marketingu<\/h2>\n\n
    Jak\u00e9 jsou 4 makro oblasti sportovn\u00edho marketingu podle Fullertona a Merze?<\/strong>
    Podle r\u00e1mce publikovan\u00e9ho v Sport Marketing Quarterly v roce 2008 jsou \u010dty\u0159i makro oblasti: sportovn\u00ed marketing zam\u011b\u0159en\u00fd na kontext (nesportovn\u00ed produkty + tradi\u010dn\u00ed marketing), zam\u011b\u0159en\u00fd na produkt (sportovn\u00ed produkty + tradi\u010dn\u00ed marketing), zam\u011b\u0159en\u00fd na asociaci (nesportovn\u00ed produkty + sponzoring) a zam\u011b\u0159en\u00fd na sport (sportovn\u00ed produkty + sponzoring, tedy technick\u00fd sponzor). Rozli\u0161uj\u00ed se podle typu produktu a \u00farovn\u011b integrace se sv\u011btem sportu.<\/p><\/div>
    Jak\u00fd je rozd\u00edl mezi marketingem sportu a marketingem prost\u0159ednictv\u00edm sportu?<\/strong>
    Marketing sportu (zam\u011b\u0159en\u00fd na produkt) si klade za c\u00edl propagovat samotn\u00fd sportovn\u00ed produkt: vstupenky, streamovac\u00ed p\u0159edplatn\u00e9, form\u00e1ty z\u00e1vod\u016f, merchandising. Marketing prost\u0159ednictv\u00edm sportu (zam\u011b\u0159en\u00fd na kontext nebo asociaci) naopak vyu\u017e\u00edv\u00e1 sport jako platformu pro komunikaci zna\u010dky nebo produktu, kter\u00fd se sportem nesouvis\u00ed. Toto rozli\u0161en\u00ed nen\u00ed pouze akademick\u00e9: radik\u00e1ln\u011b m\u011bn\u00ed logiku c\u00edl\u016f, KPI a referen\u010dn\u00ed rozpo\u010dty.<\/p><\/div>
    Co je sportovn\u00ed sponzoring a pro\u010d je pova\u017eov\u00e1n za nejvyvinut\u011bj\u0161\u00ed formu sportovn\u00edho marketingu?<\/strong>
    Sportovn\u00ed sponzoring je naby t\u00ed asociativn\u00edch pr\u00e1v \u2014 jako v\u00fdsledek pen\u011b\u017eit\u00e9 nebo v\u011bcn\u00e9 kompenzace \u2014 plynouc\u00edch z asociace se sportovn\u00ed vlastnost\u00ed (t\u00fdm, atlet, event, federace). Je pova\u017eov\u00e1n za nejvyvinut\u011bj\u0161\u00ed formu, proto\u017ee na rozd\u00edl od kontextov\u00e9 reklamy vytv\u00e1\u0159\u00ed hlubokou a trvalou hodnotovou asociaci mezi zna\u010dkou a vlastnost\u00ed, s dopadem na brand equity, B2B vztahy a aktivace daleko p\u0159esahuj\u00edc\u00ed bezprost\u0159edn\u00ed viditelnost.<\/p><\/div>
    Co se rozum\u00ed technick\u00fdm sponzorem v motorsportu?<\/strong>
    Technick\u00fd sponzor je spole\u010dnost, kter\u00e1 vyr\u00e1b\u00ed sportovn\u00ed produkty a financuje nebo podporuje sportovn\u00ed vlastnost za \u00fa\u010delem z\u00edsk\u00e1n\u00ed viditelnosti a konkurenn\u010dn\u00ed v\u00fdhody. V MotoGP jsou typick\u00fdmi p\u0159\u00edklady Michelin jako v\u00fdlu\u010dn\u00fd dod\u00e1vatel pneumatik, Dainese pro ochrann\u00e9 syst\u00e9my jezdce, Alpinestars pro z\u00e1vodn\u00ed kombin\u00e9zy. Na rozd\u00edl od tradi\u010dn\u00edho sponzora je zna\u010dka technick\u00e9ho dod\u00e1vatele prov\u00e1z\u00e1na s vlastnost\u00ed na v\u00fdkonnostn\u00ed \u00farovni, nejen na \u00farovni image.<\/p><\/div>
    Jak m\u016f\u017ee nesportovn\u00ed spole\u010dnost vstoupit do motorsportu prost\u0159ednictv\u00edm sponzoringu?<\/strong>
    Nesportovn\u00ed zna\u010dka se m\u016f\u017ee asociovat s t\u00fdmy, jezdci nebo eventy v motorsportu prost\u0159ednictv\u00edm r\u016fzn\u00fdch forem: p\u0159\u00edtomnost loga na livreji a kombin\u00e9z\u00e1ch, naming rights, endorsement jezdce, hospitality aktivace v paddocku nebo ko-marketingov\u00e9 kampan\u011b. Logika n\u00e1vratnosti se li\u0161\u00ed podle zvolen\u00e9 formy \u2014 od masov\u00e9ho pov\u011bdom\u00ed o zna\u010dce po p\u0159\u00edm\u00e9 obchodn\u00ed p\u0159\u00edle\u017eitosti v B2B kontextu paddocku. V MotoGP obzvl\u00e1\u0161\u0165 existuj\u00ed \u0161k\u00e1lovateln\u00e9 vstupn\u00ed \u00farovn\u011b p\u0159izp\u016fsoben\u00e9 velmi r\u016fznorod\u00fdm rozpo\u010dt\u016fm a c\u00edl\u016fm.<\/p><\/div><\/div>","protected":false},"excerpt":{"rendered":"
    V roce 2023, kdy MotoGP zavedlo Sprint Race a p\u0159etvo\u0159ilo z\u00e1\u017eitek z cel\u00e9ho z\u00e1vodn\u00edho v\u00edkendu, a Monster Energy sou\u010dasn\u011b obnovilo smlouvu hlavn\u00edho sponzora s tov\u00e1rn\u00edm t\u00fdmem Yamaha, doch\u00e1z\u00ed k n\u011b\u010demu, co si zaslou\u017e\u00ed pozornost. Ji\u017e neplat\u00ed, \u017ee pouze zna\u010dky hledaj\u00ed viditelnost prost\u0159ednictv\u00edm sportu: sport s\u00e1m o sob\u011b se p\u0159ehodnocuje jako marketingov\u00fd produkt. Toto obr\u00e1cen\u00ed nen\u00ed […]<\/p>\n","protected":false},"author":2,"featured_media":157552,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20024,20026],"tags":[],"class_list":["post-351860","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportivo","category-sponsorizzazioni-sportive"],"acf":[],"contentshake_article_id":"","yoast_head":"\n4 makro oblasti sportovn\u00edho marketingu [Year]<\/title>\n<meta name=\"description\" content=\"Pr\u016fvodce 4 makro oblastmi sportovn\u00edho marketingu podle Fullertona a Merze: kontext, produkt, asociace a sport. 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