{"id":351918,"date":"2026-09-08T15:11:55","date_gmt":"2026-09-08T13:11:55","guid":{"rendered":"https:\/\/rtrsports.com\/nove-publikum-sponzoringu-ve-sportu-vice-vedome-a-pozorne\/"},"modified":"2026-09-08T16:57:39","modified_gmt":"2026-09-08T14:57:39","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":"<p>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. Neby\u0165o to o \u010d\u00e1stce smlouvy. Bylo to o konkr\u00e9tn\u011bj\u0161\u00ed ot\u00e1zce: <em>pro\u010d by americk\u00fd v\u00fdrobce automobil\u016f m\u011bl podporovat anglick\u00fd fotbalov\u00fd klub?<\/em><\/p>\n<p>T\u00e9to ot\u00e1zky si v\u0161imla profesorka T. Bettina Cornwell z Oregonsk\u00e9 univerzity. Zaj\u00edmalo ji, zda mohou fand\u00e9 vn\u00edmat a posuzovat skute\u010dn\u00e9 motivy sponzorsk\u00fdch smluv.<\/p>\n<h2>V\u00fdzkum, kter\u00fd zm\u011bnil pohled na jev<\/h2>\n<p>Cornwell spolupracovala s Davidem Woisetschl\u00e4gerem z TU Braunschweig a Christofem Backhausem z Aston Business School. V Journal of Marketing publikovali dv\u011b studie: anal\u00fdzu sponzor\u016f n\u011bmeck\u00e9 fotbalov\u00e9 ligy (2 787 respondent\u016f) a v\u00fdzkum sponzoringu virtu\u00e1ln\u00ed basketbalov\u00e9 ligy (576 \u00fa\u010dastn\u00edk\u016f). Z\u00e1v\u011br byl jasn\u00fd: <strong>publika nejsou v\u016f\u010di sponzorsk\u00fdm smlouv\u00e1m sv\u00fdch t\u00fdm\u016f lhostejn\u00e1<\/strong>. Hodnotit, diskutovat a vyn\u00e1\u0161et soudy.<\/p>\n<h2>Autenticita versus komer\u010dn\u00ed kalkul: dva kl\u00ed\u010dov\u00e9 vnemy<\/h2>\n<p>Prvn\u00ed studie uk\u00e1zala, \u017ee sponzor\u00e9 s vysokou \u010d\u00e1stkou nebo geograficky vzd\u00e1len\u00ed jsou vn\u00edm\u00e1ni jako \u010dist\u011b komer\u010dn\u011b motivovan\u00ed. Naopak dlouhodob\u00e9 smlouvy m\u00edstn\u00edch podnik\u016f jsou spojov\u00e1ny s emoci\u00e1ln\u00edmi motivy a vn\u00edm\u00e1ny jako \u201epodporovatel\u00e9\u201c, nikoli \u201einzerenti\u201c.<\/p>\n<p>Profesorka Cornwell \u0159\u00edk\u00e1: <em>Podnik ze stejn\u00e9 oblasti, kter\u00fd uzav\u00edraj\u00ed dlouhodobou smlouvu, je vn\u00edm\u00e1n jako p\u0159irozen\u00fd a legitimn\u00ed, p\u0159i\u010dem\u017e se o\u010dek\u00e1v\u00e1 loajalita ke klubu i p\u0159i \u0161patn\u00fdch v\u00fdsledc\u00edch.<\/em> Backhaus dopl\u0148uje hodnotovou dimenzi: <em>Spole\u010dnosti mus\u00ed zv\u00e1\u017eit sv\u016fj vztah ke klubu nebo sout\u011b\u017ei a zpr\u00e1vu, kterou sponzoring vys\u00edl\u00e1 ve\u0159ejnosti.<\/em><\/p>\n<h2>V roce 2024 je tato kontrola rychlej\u0161\u00ed, ve\u0159ejn\u011bj\u0161\u00ed a hlu\u010dn\u011bj\u0161\u00ed<\/h2>\n<p>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 komunitami, kter\u00e9 maj\u00ed \u00fadaje i \u010das hodnotit jej\u00ed konzistenci.<\/p>\n<p>Netflix seri\u00e1l Drive to Survive (od roku 2019) p\u0159ivedl do F1 nov\u00e9 pub\u00e1 \u2014 mlad\u0161\u00ed, zv\u00eddav\u011bj\u0161\u00ed, sleduj\u00edc\u00ed nejen v\u00fdsledky, ale i dynamiku sponzor\u016f. V MotoGP se \u0161\u00ed\u0159\u00ed p\u0159\u00edb\u011bhy o titularn\u00edm sponzoru a \u00fa\u010dasten\u00edk\u016f p\u0159ib\u00fdv\u00e1. Premier League se rozhodla vylou\u010dit sponzory hazardu z p\u0159edn\u00ed strany dres\u016f od sez\u00f3ny 2026\/27. V motorsportu roste tlak na sponzory z kategori\u00ed hazardu, tabaku a pr\u016fmyslu s vysok\u00fdm dopadem na \u017eivotn\u00ed prost\u0159ed\u00ed.<\/p>\n<h2>Hodnota autenticity v motorsportu<\/h2>\n<p>Tato dynamika m\u00e1 re\u00e1ln\u00fd dopad na zna\u010dky, kter\u00e9 vol\u00ed motorsport jako platformu. V MotoGP, F1 a WSBK si dlouhodob\u00ed partne\u0159i \u2014 firmy, kter\u00e9 obnovuj\u00ed smlouvy i po n\u011bkolika sez\u00f3n\u00e1ch \u2014 buduj\u00ed reputaci, kter\u00e1 se ned\u00e1 koupit. Stali se sou\u010d\u00e1st\u00ed d\u011bjin sportu a pub\u00e1 je tak vn\u00edm\u00e1. Pro zna\u010dky vstupuj\u00edc\u00ed do motorsportu dnes nen\u00ed kl\u00ed\u010dov\u00e9 jen, kolik zaplatit, ale jak vybudovat asociaci, kterou pub\u00e1 vn\u00edm\u00e1 jako konzistentn\u00ed. <a href=\"https:\/\/rtrsports.com\/cs\/sponzorstvi-motogp\/\">Sponzoring MotoGP<\/a> nab\u00edz\u00ed konkr\u00e9tn\u00ed p\u0159\u00edklady t\u00e9to dynamiky.<\/p>\n<h2>Odpov\u011bdnost sportovn\u00edch organizac\u00ed<\/h2>\n<p>Profesorka Cornwell jasn\u011b \u0159\u00edk\u00e1: <em>Kluby mus\u00ed navenek komunikovat, pro\u010d jsou sponzor\u00e9 d\u016fle\u017eit\u00ed pro t\u00fdm, trh a region, a zve\u0159ejnit, jak jsou p\u0159\u00edjmy ze sponzoringu vyu\u017eity a jak model spoluprace p\u0159in\u00e1\u0161\u00ed v\u00fdhody t\u00fdmu a fand\u016fm.<\/em><\/p>\n<p>Transparentnost u\u017e nen\u00ed voliteln\u00e1 komunikativn\u00ed volba \u2014 je to odpov\u011b\u010f analytickmu publiku. Vnemy publika jsou ned\u00edlnou sou\u010d\u00e1st\u00ed hodnoty sponzoringu, nikoli vedlej\u0161\u00edm produktem. Budov\u00e1n\u00ed t\u011bchto vnemu vy\u017eaduje strategii.<\/p>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>Nejcz ast\u011bj\u0161\u00ed dotazy k publiku sponzoringu ve sportu<\/b><\/h2>\r\n        \r\n        <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Pro\u010d je dne\u0161n\u00ed sportovn\u00ed pub\u00e1 v\u0161\u00edmav\u011bj\u0161\u00ed a kritick\u011bj\u0161\u00ed ke sponzoringu?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Soci\u00e1ln\u00ed m\u00e9dia a digit\u00e1ln\u00ed platformy prom\u011bnily pub\u00e1 z pasivn\u00edch p\u0159\u00edjemc\u016f na aktivn\u00ed pozorovatele. V\u00fdzkum Cornwell, Woisetschl\u00e4gera a Backhause uk\u00e1zal, \u017ee pub\u00e1 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            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Co \u010din\u00ed sponzoring vn\u00edman\u00fdm jako autentick\u00fd?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Dva hlavn\u00ed faktory: geografick\u00e1 nebo hodnotov\u00e1 bl\u00edzkost sponzora a sportovn\u00ed entity a d\u00e9lka trv\u00e1n\u00ed spolupr\u00e1ce. Dlouhodob\u00e9 smlouvy s m\u00edstn\u00edmi podniky jsou vn\u00edm\u00e1ny jako uprimn\u00e1 podpora, nikoli komer\u010dn\u00ed v\u00fdhoda.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Jak se m\u011bn\u00ed vnemy, pokud je sponzor geograficky vzd\u00e1len\u00fd?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Mezin\u00e1rodn\u00ed sponzor\u00e9 s velkou geografickou vzd\u00e1lenost\u00ed jsou snadno vn\u00edm\u00e1ni jako \u010dist\u011b komer\u010dn\u011b motivovan\u00ed. Pro p\u0159ekon\u00e1n\u00ed t\u00e9to p\u0159ek\u00e1\u017eky je nutn\u00e9 uk\u00e1zat relevantnost pro kulturu nebo hodnoty dan\u00e9ho sportu.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Jak mohou kluby l\u00e9pe \u0159\u00eddit vnemy publika k\u00e2 sponzor\u016fm?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>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 spoluprace sni\u017euje riziko, \u017ee pub\u00e1 bude komer\u010dn\u00ed smlouvu \u0161patn\u011b interpretovat.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Kter\u00e9 kategorie sponzor\u016f \u010del\u00ed nejv\u011bt\u0161\u00edmu odporu sportovn\u00edho publika?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Hazard, tabak a pr\u016fmysly s vysok\u00fdm dopadem na \u017eivotn\u00ed prost\u0159ed\u00ed \u010del\u00ed rostouc\u00edmu tlaku. Premier League ji\u017e za\u010dala p\u0159echod: od sez\u00f3ny 2026\/27 vylou\u010d\u00ed sponzory hazardu z p\u0159edn\u00ed \u010d\u00e1sti dres\u016f.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n\r\n    <\/div>\r\n    \n","protected":false},"excerpt":{"rendered":"<p>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. Neby\u0165o 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? T\u00e9to ot\u00e1zky si [&hellip;]<\/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":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Nov\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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