{"id":351918,"date":"2017-06-22T14:51:05","date_gmt":"2017-06-22T12:51:05","guid":{"rendered":"https:\/\/rtrsports.com\/nove-publikum-sponzoringu-ve-sportu-vice-vedome-a-pozorne\/"},"modified":"2026-09-12T08:55:26","modified_gmt":"2026-09-12T06:55:26","slug":"nove-publikum-sponzoringu-ve-sportu-vice-vedome-a-pozorne","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/nove-publikum-sponzoringu-ve-sportu-vice-vedome-a-pozorne\/","title":{"rendered":"Nov\u00e9 publikum sponzoringu ve sportu: v\u00edce v\u011bdom\u00e9 a pozorn\u00e9"},"content":{"rendered":"

V roce 2012 Chevrolet ozn\u00e1mil jednu z nejkomentovan\u011bj\u0161\u00edch sponzorsk\u00fdch smluv desetilet\u00ed: sedm let, 600 milion\u016f dolar\u016f, logo americk\u00e9ho v\u00fdrobce automobil\u016f na dresech Manchesteru United. Je\u0161t\u011b p\u0159ed tiskem dres\u016f byla ve\u0159ejn\u00e1 reakce okam\u017eit\u00e1. Nebylo to o \u010d\u00e1stce smlouvy. Bylo to o konkr\u00e9tn\u011bj\u0161\u00ed ot\u00e1zce: pro\u010d by americk\u00fd v\u00fdrobce automobil\u016f m\u011bl podporovat anglick\u00fd fotbalov\u00fd klub?<\/em><\/p>\n

Profesorka T. Bettina Cornwell, kter\u00e1 vedla katedru marketingu na Lundquist College of Business Oregonsk\u00e9 univerzity, si t\u00e9to ot\u00e1zky v\u0161imla. \u201eProbl\u00e9m nebyl ani tak v tom, \u017ee by v\u00fdrobce automobil\u016f sponzoroval fotbalov\u00fd klub, to je pom\u011brn\u011b b\u011b\u017en\u00e9“<\/em>, \u0159ekla. \u201eJe\u0161t\u011b p\u0159ed tiskem dres\u016f se objevilo mnoho ot\u00e1zek ohledn\u011b samotn\u00e9 podstaty dohody.“<\/em><\/p>\n

V\u00fdzkum, kter\u00fd zm\u011bnil pohled na jev<\/h2>\n

Cornwell spolupracovala s Davidem Woisetschl\u00e4gerem z TU Braunschweig a Christofem Backhausem z Aston Business School. Oba se zaj\u00edmali o to, zda mohou fanou\u0161ci rozpoznat skute\u010dn\u00e9 motivy za sponzorsk\u00fdmi smlouvami a jak toto vn\u00edm\u00e1n\u00ed ovliv\u0148uje p\u0159ijet\u00ed samotn\u00e9ho sponzora. V Journal of Marketing<\/em> publikovali dv\u011b studie: anal\u00fdzu 44 sponzor\u016f n\u011bmeck\u00e9 fotbalov\u00e9 ligy (2 787 respondent\u016f) a v\u00fdzkum sponzoringu fiktivn\u00ed profesion\u00e1ln\u00ed h\u00e1zenk\u00e1\u0159sk\u00e9 ligy (576 \u00fa\u010dastn\u00edk\u016f). Z\u00e1v\u011br byl jasn\u00fd: publika nejsou v\u016f\u010di sponzorsk\u00fdm smlouv\u00e1m sv\u00fdch t\u00fdm\u016f lhostejn\u00e1<\/strong>. Hodnot\u00ed, diskutuj\u00ed a vyn\u00e1\u0161ej\u00ed soudy.<\/p>\n

Autenticita versus komer\u010dn\u00ed kalkul: dva kl\u00ed\u010dov\u00e9 vnemy<\/h2>\n

Prvn\u00ed studie uk\u00e1zala, \u017ee sponzo\u0159i s vysok\u00fdmi kompenzacemi nebo geograficky vzd\u00e1len\u00ed jsou vn\u00edm\u00e1ni jako \u010dist\u011b komer\u010dn\u011b motivovan\u00ed. Naming rights stadion\u016f sleduj\u00ed stejnou percep\u010dn\u00ed trajektorii. Naopak geografick\u00e1 bl\u00edzkost sponzora je spojena s afektivn\u00edmi motivy: ten, kdo sponzoruje t\u00fdm ze sv\u00e9ho regionu, je vn\u00edm\u00e1n jako p\u0159\u00edznivec, nikoli inzerent.<\/p>\n

\u201eDlouhodob\u00e9 smlouvy s podniky ze stejn\u00e9 zem\u011b nebo regionu jsou vn\u00edm\u00e1ny jako p\u0159irozen\u00e9 a spr\u00e1vn\u00e9“<\/em>, poznamenal Woisetschl\u00e4ger. \u201eDiv\u00e1ci jsou p\u0159esv\u011bd\u010deni, \u017ee sponzor je loaj\u00e1ln\u00ed k t\u00fdmu i v m\u00e9n\u011b \u00fasp\u011b\u0161n\u00fdch sez\u00f3n\u00e1ch.“<\/em> Backhaus doplnil hodnotovou prom\u011bnnou: \u201ePodnik mus\u00ed zv\u00e1\u017eit sv\u016fj vztah k t\u00fdmu nebo sportu a zpr\u00e1vu, kterou m\u016f\u017ee sponzoring komunikovat ve\u0159ejnosti. Pokud jste mezin\u00e1rodn\u00ed sponzor, mus\u00edte prok\u00e1zat svou relevantnost.“<\/em><\/p>\n

V estudiu o h\u00e1zen\u00e9 se ale objevila zaj\u00edmav\u00e1 v\u00fdjimka: vy\u0161\u0161\u00ed kompenzace nebyly automaticky \u010dteny jako kalkulace. Ve sportu s ni\u017e\u0161\u00edm profilem je velkorysost sponzora vn\u00edm\u00e1na jako pomoc k zachov\u00e1n\u00ed sportu p\u0159i \u017eivot\u011b. Stejn\u00e1 \u010d\u00e1stka v r\u016fzn\u00fdch kontextech vyvol\u00e1v\u00e1 opa\u010dn\u00e9 vnemy.<\/p>\n

V roce 2024 je tato kontrola rychlej\u0161\u00ed, ve\u0159ejn\u011bj\u0161\u00ed a hlu\u010dn\u011bj\u0161\u00ed<\/h2>\n

Kdy\u017e byl tento v\u00fdzkum zve\u0159ejn\u011bn, soci\u00e1ln\u00ed m\u00e9dia byla je\u0161t\u011b relativn\u011b nov\u00e1. Dnes je ka\u017ed\u00e1 sponzorsk\u00e1 smlouva v re\u00e1ln\u00e9m \u010dase zkoum\u00e1na glob\u00e1ln\u00edmi komunitami, kter\u00e9 maj\u00ed n\u00e1stroje i \u010das hodnotit jej\u00ed konzistenci.<\/p>\n

Seri\u00e1l Netflix Formula 1: Drive to Survive<\/em> (od roku 2019) p\u0159ivedl do F1 nov\u00e9 publikum \u2014 mlad\u0161\u00ed, zv\u00eddav\u011bj\u0161\u00ed, sleduj\u00edc\u00ed nejen v\u00fdsledky, ale i dynamiku sponsor\u016f a obchodn\u00ed vztahy v pozad\u00ed. V MotoGP se vypr\u00e1v\u011bn\u00ed o paddockov\u00e9 dynamice a komer\u010dn\u00edch dohod\u00e1ch vybudovalo publikum, kter\u00e9 um\u00ed \u010d\u00edst smlouvu titul\u00e1rn\u00edho sponzora, nejen \u010das na kolo. Fanou\u0161kovsk\u00e1 z\u00e1kladna se roz\u0161\u00ed\u0159ila a s n\u00ed i informovanost.<\/p>\n

Nen\u00ed n\u00e1hoda, \u017ee debata o kategori\u00edch sponzor\u016f se v tomto obdob\u00ed zintenzivnila. Premier League zah\u00e1jila postupn\u00fd odchod sponzor\u016f sportovn\u00edho s\u00e1zen\u00ed z dres\u016f od sez\u00f3ny 2026\/27. V motorsportu roste ve\u0159ejn\u00fd tlak na sponzory z kategori\u00ed hazardu, tab\u00e1ku a pr\u016fmyslu s vysok\u00fdm dopadem na \u017eivotn\u00ed prost\u0159ed\u00ed. Publikum ji\u017e nezpr\u00e1vy jen p\u0159ij\u00edm\u00e1: aktivn\u011b se pod\u00edl\u00ed na budov\u00e1n\u00ed narativu kolem ka\u017ed\u00e9 dohody.<\/p>\n

Hodnota autenticity v motorsportu<\/h2>\n

Tato dynamika m\u00e1 re\u00e1ln\u00e9 d\u016fsledky pro zna\u010dky, kter\u00e9 vol\u00ed motorsport jako platformu. V MotoGP, F1 a WSBK si histori\u010dt\u00ed partne\u0159i \u2014 ti, kte\u0159\u00ed obnovili smlouvy i p\u0159es sportovn\u011b obt\u00ed\u017en\u00e9 sez\u00f3ny a vybudovali hodnotovou asociaci s discipl\u00ednou \u2014 t\u011b\u0161\u00ed kapit\u00e1lu d\u016fv\u011bryhodnosti, kter\u00fd \u017e\u00e1dn\u00e1 launchov\u00e1 kampa\u0148 nezakoup\u00ed. Stali se sou\u010d\u00e1st\u00ed sportovn\u00ed historie a publikum je tak vn\u00edm\u00e1.<\/p>\n

Pro zna\u010dku vstupuj\u00edc\u00ed do motorsportu dnes nen\u00ed kl\u00ed\u010dov\u00e1 jen v\u00fd\u0161e investice: je to zp\u016fsob, jak vybudovat asociaci, kterou publikum vn\u00edm\u00e1 jako konzistentn\u00ed. Sponzoring MotoGP<\/a> nab\u00edz\u00ed konkr\u00e9tn\u00ed p\u0159\u00edklady t\u00e9to dynamiky \u2014 \u0161ampion\u00e1t s glob\u00e1ln\u00edm, velmi pozorn\u00fdm publikem, kter\u00e9 um\u00ed rozli\u0161it skute\u010dn\u00e9ho partnera od p\u0159\u00edle\u017eitostn\u00e9ho hosta.<\/p>\n

Odpov\u011bdnost sportovn\u00edch organizac\u00ed<\/h2>\n

Woisetschl\u00e4ger byl explicitn\u00ed: \u201eKluby mus\u00ed ve\u0159ejn\u011b komunikovat, jak je sponzor d\u016fle\u017eit\u00fd pro t\u00fdm, trh a region. Mus\u00ed sd\u00edlet s publikem, jak budou p\u0159\u00edjmy ze sponzoringu vyu\u017eity a jak tato spolupr\u00e1ce p\u0159in\u00e1\u0161\u00ed v\u00fdhody t\u00fdmu a jeho p\u0159\u00edznivc\u016fm.“<\/em><\/p>\n

Transparentnost ji\u017e nen\u00ed volitelnou komunika\u010dn\u00ed volbou: je to odpov\u011b\u010f na publikum, kter\u00e9 se rozhodlo analyzovat. Nevysv\u011btlen\u00e1 dohoda je napln\u011bna narativem publika \u2014 kter\u00fd jen z\u0159\u00eddka b\u00fdv\u00e1 shov\u00edvav\u00fd, chyb\u00ed-li kontext.<\/p>\n

To je n\u011bco, co sponzo\u0159i, agentury a sportovn\u00ed vlastnosti nemohou nad\u00e1le pova\u017eovat za vedlej\u0161\u00ed prom\u011bnnou. Vn\u00edm\u00e1n\u00ed publika je ned\u00edlnou sou\u010d\u00e1st\u00ed hodnoty sponzoringu, nikoli vedlej\u0161\u00edm produktem. Budov\u00e1n\u00ed tohoto vn\u00edm\u00e1n\u00ed vy\u017eaduje strategii \u2014 a za\u010d\u00edn\u00e1 volbou, koho se rozhodnou podporovat a pro\u010d.<\/p>\n

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Nej\u010dast\u011bj\u0161\u00ed dotazy k publiku sponzoringu ve sportu<\/b><\/h2>\n

<\/p>\n

\n

Pro\u010d je dne\u0161n\u00ed sportovn\u00ed publikum v\u0161\u00edmav\u011bj\u0161\u00ed a kriti\u010dt\u011bj\u0161\u00ed ke sponzoringu?<\/b><\/h3>\n
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Soci\u00e1ln\u00ed m\u00e9dia a digit\u00e1ln\u00ed platformy prom\u011bnily publikum z pasivn\u00edch p\u0159\u00edjemc\u016f na aktivn\u00ed pozorovatele. V\u00fdzkum Cornwell, Woisetschl\u00e4gera a Backhause (Journal of Marketing) uk\u00e1zal, \u017ee publikum v\u017edy hodnotilo konzistenci sponzor\u016f, ale dnes je toto hodnocen\u00ed v\u00fdrazn\u011bj\u0161\u00ed, rychlej\u0161\u00ed a ve\u0159ejn\u011bj\u0161\u00ed.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

<\/p>\n

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Co \u010din\u00ed sponzoring vn\u00edman\u00fdm jako autentick\u00fd?<\/b><\/h3>\n
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Dva hlavn\u00ed faktory: geografick\u00e1 nebo hodnotov\u00e1 bl\u00edzkost sponzora ke sportovn\u00ed entit\u011b a d\u00e9lka trv\u00e1n\u00ed spolupr\u00e1ce. Dlouhodob\u00e9 smlouvy s m\u00edstn\u00edmi podniky nebo se zna\u010dkami sd\u00edlej\u00edc\u00edmi hodnoty sportu jsou vn\u00edm\u00e1ny jako up\u0159\u00edmn\u00e1 podpora, nikoli komer\u010dn\u00ed v\u00fdhoda.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

<\/p>\n

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Jak se m\u011bn\u00ed vnemy, pokud je sponzor geograficky vzd\u00e1len\u00fd?<\/b><\/h3>\n
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Mezin\u00e1rodn\u00ed sponzo\u0159i s velkou geografickou vzd\u00e1lenost\u00ed jsou sn\u00e1ze vn\u00edm\u00e1ni jako \u010dist\u011b komer\u010dn\u011b motivovan\u00ed. Pro p\u0159ekon\u00e1n\u00ed t\u00e9to p\u0159ek\u00e1\u017eky mus\u00ed prok\u00e1zat kulturn\u00ed nebo hodnotovou relevantnost ve vztahu ke sportu, kter\u00fd sponzoruj\u00ed.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

<\/p>\n

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Jak mohou kluby l\u00e9pe \u0159\u00eddit vnemy publika ke sponzor\u016fm?<\/b><\/h3>\n
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Transparentn\u011b komunikovat, jak sponzorsk\u00e9 smlouvy p\u0159in\u00e1\u0161\u00ed v\u00fdhody t\u00fdmu, regionu a fand\u016fm. Transparentnost o vyu\u017eit\u00ed p\u0159\u00edjm\u016f a logice spolupr\u00e1ce sni\u017euje riziko, \u017ee publikum bude komer\u010dn\u00ed smlouvu \u0161patn\u011b interpretovat.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

<\/p>\n

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Kter\u00e9 kategorie sponzor\u016f \u010del\u00ed nejv\u011bt\u0161\u00edmu odporu sportovn\u00edho publika?<\/b><\/h3>\n
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Hazard, tab\u00e1k a pr\u016fmysly s vysok\u00fdm dopadem na \u017eivotn\u00ed prost\u0159ed\u00ed \u010del\u00ed rostouc\u00edmu tlaku. Premier League ji\u017e zah\u00e1jila p\u0159echod: od sez\u00f3ny 2026\/27 vylou\u010d\u00ed sponzory hazardu z p\u0159edn\u00ed \u010d\u00e1sti dres\u016f.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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

V roce 2012 Chevrolet ozn\u00e1mil jednu z nejkomentovan\u011bj\u0161\u00edch sponzorsk\u00fdch smluv desetilet\u00ed: sedm let, 600 milion\u016f dolar\u016f, logo americk\u00e9ho v\u00fdrobce automobil\u016f na dresech Manchesteru United. Je\u0161t\u011b p\u0159ed tiskem dres\u016f byla ve\u0159ejn\u00e1 reakce okam\u017eit\u00e1. Nebylo to o \u010d\u00e1stce smlouvy. Bylo to o konkr\u00e9tn\u011bj\u0161\u00ed ot\u00e1zce: pro\u010d by americk\u00fd v\u00fdrobce automobil\u016f m\u011bl podporovat anglick\u00fd fotbalov\u00fd klub? Profesorka T. Bettina […]<\/p>\n","protected":false},"author":2,"featured_media":157529,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20024,20026,20238,20228],"tags":[],"class_list":["post-351918","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportivo","category-sponsorizzazioni-sportive","category-sportovni-marketing-cs","category-sportovni-sponzorstvi"],"acf":[],"contentshake_article_id":"","yoast_head":"\nNov\u00e9 publikum sponzoringu ve sportu: v\u00edce v\u011bdom\u00e9 a pozorn\u00e9<\/title>\n<meta name=\"description\" content=\"Sportovn\u00ed pub\u00e1 hodnot\u00ed autenticitu a konzistenci sponzor\u016f v\u00edce, ne\u017e se mysl\u00ed. 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