{"id":351950,"date":"2026-09-08T15:20:53","date_gmt":"2026-09-08T13:20:53","guid":{"rendered":"https:\/\/rtrsports.com\/teorie-behavioralni-hierarchie-ve-sportovnim-sponzoringu-learn-feel-do\/"},"modified":"2026-09-08T15:21:05","modified_gmt":"2026-09-08T13:21:05","slug":"teorie-behavioralni-hierarchie-ve-sportovnim-sponzoringu-learn-feel-do","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/teorie-behavioralni-hierarchie-ve-sportovnim-sponzoringu-learn-feel-do\/","title":{"rendered":"Teorie Behavior\u00e1ln\u00ed Hierarchie ve Sportovn\u00edm Sponzoringu: Learn, Feel, Do"},"content":{"rendered":"

Marketingov\u00fd \u0159editel hled\u00ed na Ferrari Alonsem \u2014 logo Santanderu je dob\u0159e viditeln\u00e9 na karos\u00e9rii, objevuje se stokr\u00e1t v televizn\u00edm p\u0159enosu, na p\u00f3diu, na pozad\u00ed tiskov\u00fdch konferenc\u00ed po z\u00e1vod\u011b. Nikdo to nemus\u00ed vysv\u011btlovat: v\u0161ichni v\u011bd\u00ed, \u017ee Santander podporuje Ferrari, a maj\u00ed k tomu pozitivn\u00ed vztah.<\/p>\n

Tento mechanismus m\u00e1 sv\u00e9 jm\u00e9no: model behavior\u00e1ln\u00ed hierarchie, obecn\u011b ozna\u010dovan\u00fd jako Learn\u2013Feel\u2013Do. Tento r\u00e1mec formulovan\u00fd v sedmdes\u00e1t\u00fdch letech Rayem Robertsem a Michaelem Rayem popisuje, jak spot\u0159ebitel\u00e9 \u2014 pot\u00e9, co se setkaj\u00ed s zna\u010dkou \u2014 postupn\u011b buduj\u00ed n\u00e1kupn\u00ed preference t\u0159emi f\u00e1zemi: uv\u011bdom\u011bn\u00ed, emoce a akce. V oblasti sportovn\u00edho sponzoringu funguje tento model se zvl\u00e1\u0161tn\u00ed p\u0159esnost\u00ed.<\/p>\n

Prvn\u00ed f\u00e1ze: Pozn\u00e1n\u00ed (Learn)<\/h2>\n

Petronas je titul\u00e1rn\u00edm sponzorem t\u00fdmu Yamaha v MotoGP, Monster Energy pln\u00ed tut\u00e9\u017e roli \u2014 oba se objevuj\u00ed ve ve\u0161ker\u00fdch ofici\u00e1ln\u00edch komunika\u010dn\u00edch materi\u00e1lech. Loga t\u011bchto zna\u010dek vid\u00ed miliony fano\u0161k\u016f p\u0159i ka\u017ed\u00e9m z\u00e1vod\u011b. Tato expozice je pasivn\u00ed a nev\u011bdom\u00e1: div\u00e1ci p\u0159ich\u00e1zej\u00ed sledovat p\u0159edj\u00edd\u011bn\u00ed Marca M\u00e1rqueze, ale z\u00e1rove\u0148 \u2014 ani\u017e by si to uv\u011bdomovali \u2014 se \u201eu\u010d\u00ed“ o existenci ur\u010dit\u00fdch zna\u010dek.<\/p>\n

M\u011b\u0159\u00edtko tohoto pasivn\u00edho u\u010den\u00ed je v modern\u00edm sportu ohromuj\u00edc\u00ed. Podle dat Nielsen a SportsPro dos\u00e1hla glob\u00e1ln\u00ed fano\u0161kovsk\u00e1 z\u00e1kladna F1 v roce 2024 hodnoty 826,5 milionu, s meziron\u00edm n\u00e1r\u016fstem o 12 %. MotoGP p\u0159ekro\u010dil hranici 50 milion\u016f sleduj\u00edc\u00edch na soci\u00e1ln\u00edch s\u00edt\u00edch. Medi\u00e1ln\u00ed ekosyst\u00e9m \u2014 televizn\u00ed p\u0159enosy, digit\u00e1ln\u00ed streamingov\u00e9 platformy, sest\u0159ihy na soci\u00e1ln\u00edch s\u00edt\u00edch \u2014 n\u00e1sob\u00ed ka\u017edou p\u0159\u00edle\u017eitost k expozici.<\/p>\n

Je d\u016fle\u017eit\u00e9 rozli\u0161it dv\u011b marketingov\u00e9 logiky: Marketing prost\u0159ednictv\u00edm sportu (sport jako kan\u00e1l pro osloven\u00ed c\u00edlov\u00e9 skupiny) a Sportovn\u00ed marketing (sport s\u00e1m jako p\u0159edm\u011bt propagace). Model Learn\u2013Feel\u2013Do vysv\u011btluje p\u0159edev\u0161\u00edm prvn\u00ed z nich \u2014 tedy to, jak zna\u010dky buduj\u00ed pov\u011bdom\u00ed s vyu\u017eit\u00edm sportov\u00e9ho kontextu.<\/p>\n

Druh\u00e1 f\u00e1ze: Emoce (Feel)<\/h2>\n

Samotn\u00e9 pov\u011bdom\u00ed je jen v\u00fdchoz\u00edm bodem. Co skute\u010dn\u011b odli\u0161uje sportovn\u00ed sponzoring od jin\u00fdch n\u00e1stroj\u016f, je p\u0159enos emoc\u00ed. Kdy\u017e z\u00e1vodn\u00edk MotoGP proj\u00edde c\u00edlovou \u010d\u00e1rou za j\u00e1sotu des\u00eetek tis\u00edc div\u00e1k\u016f, adrenali n, radost a kolektivn\u00ed nad\u0161en\u00ed ho spoj\u00ed s jeho sponzoruj\u00edc\u00ed zna\u010dkou neroz\u010dln\u00fdm poutem. Toto spojen\u00ed vznik\u00e1 okam\u017eit\u011b a nelze se mu ubr\u00e1nit.<\/p>\n

Tento vztah se nevytv\u00e1\u0159\u00ed v jedin\u00e9m okam\u017eiku \u2014 buduje se z\u00e1vod po z\u00e1vodu, sez\u00f3na po sez\u00f3n\u011b. Repsol a Honda, Gauloises a Yamaha, Santander a Ferrari \u2014 tyto zna\u010dky jsou vn\u00edm\u00e1ny jako \u201esou\u010d\u00e1st sportu“ nikoli proto, \u017ee prod\u00e1vaj\u00ed sportovn\u00ed vybaven\u00ed, ale proto, \u017ee se staly ned\u00edlnou sou\u010d\u00e1st\u00ed specifick\u00e9 emocion\u00e1ln\u00ed zku\u0161enosti.<\/p>\n

Tady le\u017e\u00ed z\u00e1sadn\u00ed rozd\u00edl oprot i tradi\u010dn\u00ed reklam\u011b. Bankovn\u00ed reklama m\u016f\u017ee sd\u011blit informaci, ale nevyvol\u00e1 emoce. Logo Santanderu na p\u00f3diu MotoGP v\u0161ak nese radost ze \u0161ampion\u00e1tu, nap\u011bt\u00ed z\u00e1vod\u011bn\u00ed a sl\u00e1vu sportovn\u00ed rivality \u2014 a to v\u0161e se na podv\u011bdom\u00e9 \u00farovni poj\u00ed se zna\u010dkou.<\/p>\n

T\u0159et\u00ed f\u00e1ze: Akce (Do)<\/h2>\n

\u201eZn\u00e1t“ zna\u010dku a \u201epreferovat“ ji jsou dv\u011b zcela odli\u0161n\u00e9 v\u011bci. Learn buduje pov\u011bdom\u00ed, Feel vytv\u00e1\u0159\u00ed emocion\u00e1ln\u00ed n\u00e1klonnost, Do p\u0159in\u00e1\u0161\u00ed kone\u010dn\u00fd v\u00fdsledek \u2014 n\u00e1kupn\u00ed rozhodnut\u00ed spot\u0159ebitele nebo \u2014 v kontextu B2B \u2014 v\u00fdb\u011br partnera, hodnocen\u00ed dodavatele, \u00fa\u010dast ve v\u00fdb\u011brov\u00e9m \u0159\u00edzen\u00ed.<\/p>\n

Skute\u010dn\u00fd c\u00edl Santanderu p\u0159i sponzorov\u00e1n\u00ed Ferrari nespo\u010d\u00edval v prodeji v\u011bt\u0161\u00edho po\u010dtu bankovn\u00edch \u00fa\u010dt\u016f. Strategick\u00fdm z\u00e1m\u011brem bylo budov\u00e1n\u00ed reputace zna\u010dky a z\u00edsk\u00e1n\u00ed v\u00fdhodn\u011bj\u0161\u00ed pozice p\u0159i jedn\u00e1n\u00edch s firemn\u00edmi klienty, instituc ion\u00e1ln\u00edmi investory a strategick\u00fdmi partnery. V B2B kontextu Do \u010dasto znamen\u00e1: \u201ekdy\u017e je t\u0159eba prov\u00e9st volbu, jsme prvn\u00ed zna\u010dka, kter\u00e1 se vybaV\u00ed.“<\/p>\n

Pro bli\u017e\u0161\u00ed informace o mechanismech sponzoringu MotoGP nav\u0161tivte na\u0161i str\u00e1nku o sponzoringu MotoGP<\/a>.<\/p>\n

Pro\u010d je model st\u00e1le u\u017eite\u010dn\u00fd dnes<\/h2>\n

MotoGP p\u0159ekro\u010dil hranici 50 milion\u016f sleduj\u00edc\u00edch na soci\u00e1ln\u00edch s\u00edt\u00edch a F1 z\u00edskala v roce 2024 p\u0159ibli\u017en\u011b 90 milion\u016f nov\u00fdch fano\u0161k\u016f. Digit\u00e1ln\u00ed transformace neoslabila efektivitu sportovn\u00edho sponzoringu \u2014 naopak roz\u0161\u00ed\u0159ila dosah ka\u017ed\u00e9 emocion\u00e1ln\u00ed interakce za geografick\u00e9 hranice.<\/p>\n

\u017de f\u00e1ze Feel z\u016fst\u00e1v\u00e1 v digit\u00e1ln\u00ed \u00e9\u0159e neporu\u0161en\u00e1, nen\u00ed n\u00e1hoda. Algoritmy sice mohou personalizovat obsah na z\u00e1klad\u011b chov\u00e1n\u00ed u\u017eivatel\u016f, ale nedok\u00e1\u017e\u00ed reprodukovat kolektivn\u00ed emocion\u00e1ln\u00ed z\u00e1\u017eitek generovan\u00fd skute\u010dn\u00fdm z\u00e1vodem. Emocion\u00e1ln\u00ed pouto, kter\u00e9 fano\u0161ek vytvo\u0159\u00ed se sponzoruj\u00edc\u00ed zna\u010dkou ve chv\u00edli, kdy sleduje triumf sv\u00e9ho obl\u00edben\u00e9ho z\u00e1vodn\u00edka na obrazovce, je skute\u010dn\u00e9 a trval\u00e9.<\/p>\n

To je pr\u00e1v\u011b nejh\u016f\u0159e m\u011b\u0159iteln\u00e1, av\u0161ak nejcenn\u011bj\u0161\u00ed \u010d\u00e1st modelu Learn\u2013Feel\u2013Do: efekty f\u00e1ze Feel se v tabulk\u00e1ch v\u011bt\u0161inou neprojev\u00ed, ale jsou z\u00e1kladn\u00edm motorem utv\u00e1\u0159en\u00ed preferenc\u00ed ke zna\u010dk\u00e1m. Spot\u0159ebitel nebo rozhodovatel, kter\u00fd se na emocion\u00e1ln\u00ed \u00farovni propojil se zna\u010dkou, se k n\u00ed \u201ep\u0159irozen\u011b“ p\u0159ikl\u00e1n\u00ed p\u0159i volb\u011b.<\/p>\n

\u010cast\u00e9 ot\u00e1zky o behavior\u00e1ln\u00ed hierarchii ve sportovn\u00edm sponzoringu<\/h2>\n
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Frequently Asked Questions<\/b><\/h2>\r\n \r\n
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\r\n Co je model Learn\u2013Feel\u2013Do a jak se vztahuje na sportovn\u00ed sponzoring?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n Pro\u010d je sport zvl\u00e1\u0161t\u011b \u00fa\u010dn\u00fd ve f\u00e1zi Feel?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n Jak sponzoring MotoGP proch\u00e1z\u00ed t\u0159emi f\u00e1zemi Learn\u2013Feel\u2013Do?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n Je model Learn\u2013Feel\u2013Do \u00fa\u010dn\u00fd i na trhu B2B?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n Jak\u00fd je z\u00e1sadn\u00ed rozd\u00edl mezi pov\u011bdom\u00edm o zna\u010dce a f\u00e1z\u00ed Learn?<\/b>\r\n <\/h3>\r\n\r\n
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Marketingov\u00fd \u0159editel hled\u00ed na Ferrari Alonsem \u2014 logo Santanderu je dob\u0159e viditeln\u00e9 na karos\u00e9rii, objevuje se stokr\u00e1t v televizn\u00edm p\u0159enosu, na p\u00f3diu, na pozad\u00ed tiskov\u00fdch konferenc\u00ed po z\u00e1vod\u011b. Nikdo to nemus\u00ed vysv\u011btlovat: v\u0161ichni v\u011bd\u00ed, \u017ee Santander podporuje Ferrari, a maj\u00ed k tomu pozitivn\u00ed vztah. Tento mechanismus m\u00e1 sv\u00e9 jm\u00e9no: model behavior\u00e1ln\u00ed hierarchie, obecn\u011b ozna\u010dovan\u00fd jako […]<\/p>\n","protected":false},"author":2,"featured_media":157541,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12,20238],"tags":[],"class_list":["post-351950","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motogp","category-sportovni-marketing-cs"],"acf":[],"contentshake_article_id":"","yoast_head":"\nTeorie Behavior\u00e1ln\u00ed Hierarchie ve Sportovn\u00edm Sponzoringu: Learn, Feel, Do<\/title>\n<meta name=\"description\" content=\"Zji\u0161t\u011bte, jak model Learn-Feel-Do vysv\u011btluje, pro\u010d sportovn\u00ed sponzoring buduje preference zna\u010dky l\u00e9pe ne\u017e jak\u00fdkoliv jin\u00fd n\u00e1stroj. 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