co-branding<\/strong>.<\/p>\nLicencov\u00e1n\u00ed: sportovn\u00ed zna\u010dka jako nez\u00e1visl\u00e9 aktivum<\/h2>\n
Licencov\u00e1n\u00ed je do\u010dasn\u00fd a smluvn\u011b podlo\u017een\u00fd p\u0159evod pr\u00e1va pou\u017e\u00edvat zna\u010dku, n\u00e1zev, logo, technologii nebo znalosti. Strana, kter\u00e1 p\u0159ev\u00e1d\u00ed, je poskytovatel licence (licensor). Strana, kter\u00e1 z\u00edskaek je nab\u00fdvatel licence (licensee). Odm\u011bna m\u016f\u017ee b\u00fdt pevn\u00e1 \u2014 tzv. minim\u00e1ln\u00ed z\u00e1ruka \u2014 nebo prom\u011bnl\u00e1, ve form\u011b tantiemy vypo\u010d\u00edtan\u00e9 z prodeje.<\/p>\n
V motorsportu existuj\u00ed velmi konkr\u00e9tn\u00ed p\u0159\u00edklady. Ducati<\/strong> spravuje licen\u010dn\u00ed dohody s glob\u00e1ln\u00edmi partnery: Peg Perego vyr\u00e1b\u00ed lii elektrick\u00fdch t\u0159\u00edkolov\u00fdch motocykl\u016f pro d\u011bti pod zna\u010dkou Ducati. V roce 2024 podepsala Ducati Corse<\/strong> licen\u010dn\u00ed smlouvu s MotoGP Authentics na v\u00fdrobu ofici\u00e1ln\u00edho merchandisu.<\/p>\nP\u0159\u00edpad z na\u0161\u00ed kancel\u00e1\u0159e: v roce 2012 jsme pomohli Grimaldi Industry<\/strong> st\u00e1t se nab\u00fdvatelem licence Dovi4<\/strong>, osobn\u00ed zna\u010dky Andrey Doviziosa<\/strong>. Logika byla p\u0159esn\u00e1: zna\u010dka s v\u011brn\u00fdm publikem vstupuje do kategorie, kterou neobs\u0142uhuje; odv\u011bvn\u00ed spole\u010dnost dos\u00e1hne tohoto publika bez budov\u00e1n\u00ed od nuly.<\/p>\nEkonomick\u00e1 struktura smlouvy: minim\u00e1ln\u00ed z\u00e1ruka a tantiemy<\/h2>\n
Minim\u00e1ln\u00ed z\u00e1ruka<\/strong> m\u00e1 dvojit\u00fd \u00fa\u010del: zaji\u0161\u0165uje skute\u010dn\u00e9 vyu\u017eit\u00ed licence a pokr\u00fdv\u00e1 pr\u00e1vn\u00ed n\u00e1klady poskytovatele. Tantiema<\/strong> je prom\u011bnl\u00e1 slo\u017eka: procento z \u010dist\u00e9ho prodeje licencovan\u00e9ho produktu.<\/p>\nGlob\u00e1ln\u00ed trh s licencovan\u00fdm sportovn\u00edm zbo\u017e\u00edm byl v roce 2024 odhadov\u00e1n na p\u0159ibli\u017en\u011b 35,75 miliardy dolar\u016f, s prognozami r\u016fstu a\u017e na p\u0159ibli\u017en\u011b 54 miliard do roku 2033.<\/p>\n
Co-branding: kdy\u017e dv\u011b zna\u010dky vytvo\u0159\u00ed n\u011bco, co by \u017e\u00e1dn\u00e1 nedok\u00e1zala sama<\/h2>\n
Co-branding je jin\u00e1 operace. Zde se \u017e\u00e1dn\u00e1 zna\u010dka nep\u0159ev\u00e1d\u00ed: spole\u010dn\u011b se buduje n\u011bco nov\u00e9ho. Dv\u011b \u2014 n\u011bkdy t\u0159i \u2014 zna\u010dky navrhuj\u00ed, vyr\u00e1b\u011bj\u00ed nebo distribuuj\u00ed produkt nesoud\u00edc\u00ed ob\u011b loga.<\/p>\n
Nejv\u00fdznaman\u011bj\u0161\u00edm p\u0159\u00edkladem let 2024-2025 je partnerstvo mezi LVMH a Formul\u00ed 1<\/strong>. V \u0159\u00edjnu 2024 podepsala luxusn\u00ed skupina desetiletou glob\u00e1ln\u00ed smlouvu s F1, odhadovanou na p\u0159ibli\u017en\u011b 100 milion\u016f eur ro\u010dn\u011b. Louis Vuitton je hlavn\u00edm partnerem GP Austr\u00e1lie 2025; TAG Heuer je ofici\u00e1ln\u00edm \u010dasomouv\u010d\u00edm po deset let; Mo\u00ebt Hennessy pres\u00edduje na podi\u00ebu.<\/p>\nDal\u0161\u00ed p\u0159\u00edpad: Atlassian a Williams Racing<\/strong>, ofici\u00e1ln\u011b \u201eAtlassian Williams Racing\u201c od roku 2025. Co-branding mezi dv\u011bma zna\u010dkami sd\u00edlej\u00edc\u00edmi hodnoty in\u017een\u00fdrstv\u00ed a v\u00fdkonu.<\/p>\nFormy co-brandingu:<\/p>\n
\n- Kapslov\u00e9 kolekce<\/strong> \u2014 limitovan\u00e1 v\u00fdroba kombinuj\u00edc\u00ed vizu\u00e1ln\u00ed k\u00f3dy obou zna\u010dek.<\/li>\n
- Naming a titulorn\u00ed partnerstvo<\/strong> \u2014 zna\u010dka partnera se stane sou\u010d\u00e1st\u00ed n\u00e1zvu t\u00fdmu nebo akce.<\/li>\n
- Sd\u00edlen\u00fd produkt<\/strong> \u2014 spole\u010dn\u00fd v\u00fdvoj a distribuce.<\/li>\n<\/ul>\n
T\u0159i chyby, kter\u00e9 vid\u00edm u zna\u010dek<\/h2>\n
Prvn\u00ed: m\u00eddeln\u00ed licencov\u00e1n\u00ed a merchandisingu.<\/strong> Zcela odli\u0161n\u00e9 struktury s r\u016fzn\u00fdmi podn\u011bty a kontrolami.<\/p>\nDruh\u00e1: podcen\u011bn\u00ed klauzul\u00ed kvality.<\/strong> Pokud je produkt nekvaln\u00ed, repu\u010dn\u00ed \u0161koda padne na poskytovatele licence, nikoli na nab\u00fdvatele.<\/p>\nT\u0159et\u00ed: hodnocen\u00ed co-brandingu podle obecn\u00e9ho publika, ne p\u0159ekr\u00fdv\u00e1n\u00ed.<\/strong> Spr\u00e1vn\u00e1 ot\u00e1zka nen\u00ed \u201eJak velk\u00e9 je va\u0161e publikum?\u201c, ale \u201eNakolik se p\u0159ekr\u00fdv\u00e1 s t\u00edm moj\u00edm?\u201c<\/p>\nRole agentury jako RTR<\/h2>\n
Kdy\u017e n\u00e1s zna\u010dka kontaktuje ohledn\u011b licencov\u00e1n\u00ed nebo co-brandingu v motorsportu, pr\u00e1ce za\u010d\u00edn\u00e1 p\u0159ed smlouvou. Definujeme pozici aktiva, identifikujeme dostupn\u00e9 kategorie, stav\u00edme ekonomickou strukturu a prov\u00e1z\u00edme jedn\u00e1n\u00ed a\u017e do podpisu.<\/p>\n
Licencov\u00e1n\u00ed a co-branding jsou mocn\u00e9 n\u00e1stroje. Jako v\u0161echny mocn\u00e9 n\u00e1stroje funguj\u00ed pouze tehdy, pokud jsou pou\u017e\u00edv\u00e1ny p\u0159esn\u011b.<\/p>\n
Zna\u010dka se nepronajm\u00e1. \u0158\u00edd\u00ed se. V\u017edy.<\/strong><\/p>\n \r\n\r\n
\u010cast\u00e9 dotazy ohledn\u011b sportovn\u00edho licencov\u00e1n\u00ed a co-brandingu<\/b><\/h2>\r\n \r\n
\n \r\n\r\n
\r\n Jak\u00fd je rozd\u00edl mezi licencov\u00e1n\u00edm a sportovn\u00edm sponzoringem?<\/b>\r\n <\/h3>\r\n\r\n \r\n
\r\n
Ve sponzoringu zna\u010dka plat\u00ed za p\u0159\u00edtomnost p\u0159i t\u00fdmu, sportovc nebo ud\u00e1losti. V licencov\u00e1n\u00ed vlastn\u00edk sportovn\u00ed zna\u010dky ud\u011bl\u00ed extern\u00ed spole\u010dnosti pr\u00e1vo vyr\u00e1b\u011bt zbo\u017e\u00ed nebo slu\u017eby s touto zna\u010dkou, v\u00fdm\u011bnou za minim\u00e1ln\u00ed z\u00e1ruku a tantiemy.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n
\r\n\r\n
\r\n Jak velk\u00fd je glob\u00e1ln\u00ed trh s licencovan\u00fdm sportovn\u00edm zbo\u017e\u00edm?<\/b>\r\n <\/h3>\r\n\r\n \r\n
\r\n
Trh byl v roce 2024 odhadov\u00e1n na p\u0159ibli\u017en\u011b 35,75 miliardy dolar\u016f, s prognozami r\u016fstu a\u017e na p\u0159ibli\u017en\u011b 54 miliard do roku 2033.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n
\r\n\r\n
\r\n Co je minim\u00e1ln\u00ed z\u00e1ruka v licen\u010dn\u00ed smlouv\u011b?<\/b>\r\n <\/h3>\r\n\r\n \r\n
\r\n
Je to pevn\u00e1 \u010d\u00e1stka, kterou se nab\u00fdvatel licence zavazuje platit poskytovateli bez ohledu na objem prodeje. Zaji\u0161\u0165uje skute\u010dn\u00e9 vyu\u017eit\u00ed licence a pokr\u00fdv\u00e1 strukturn\u00ed n\u00e1klady poskytovatele.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n
\r\n\r\n
\r\n Jak\u00e9 jsou ned\u00e1vn\u00e9 p\u0159\u00edklady co-brandingu v motorsportu?<\/b>\r\n <\/h3>\r\n\r\n \r\n
\r\n
Mezi nejv\u00fdznaman\u011bj\u0161\u00ed let 2024-2025 pat\u0159\u00ed: desetilet\u00e9 partnersto LVMH-F1 (odhad ~100 mil. eur ro\u010dn\u011b), s Louis Vuitton jako hlavn\u00edm partnerem GP Austr\u00e1lie 2025 a TAG Heuer jako ofici\u00e1ln\u00edm \u010dasomouv\u010d\u00edm. A naming deal Atlassian-Williams Racing od roku 2025.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n
\r\n\r\n
\r\n Jak m\u016f\u017ee RTR Sports Marketing pom\u00f3ci zna\u010dce p\u0159i licen\u010dn\u00edch operac\u00edch?<\/b>\r\n <\/h3>\r\n\r\n \r\n
\r\n
RTR pracuje po cel\u00fd cyklus: anal\u00fdza pozicov\u00e1n\u00ed, identifikace partner\u016f, ekonomick\u00e1 struktura smlouvy, jedn\u00e1n\u00ed a provozn\u00ed n\u00e1slednost. \u0158\u00edd\u00edme jak stranu poskytovatele licence, tak stranu nab\u00fdvatele.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n\n","protected":false},"excerpt":{"rendered":"
\u0160est set sedmdes\u00e1t milion\u016f eur. Tolik Ferrari vyd\u011blalo v roce 2024 z polo\u017eky \u201esponzoring, komer\u010dn\u00ed aktivity a zna\u010dka\u201c. O sedmn\u00e1ct procent v\u00edce ne\u017e p\u0159edloni, podle v\u00fdro\u010dn\u00ed zpr\u00e1vy zve\u0159ejn\u011bn\u00e9 v \u00fanoru 2025. Sportovn\u00ed zna\u010dka, pokud je \u0159\u00edzena d\u016asledn\u011b, se stane autonomn\u00edm aktivem \u2014 odd\u011blen\u00fdm od fyzick\u00e9ho produktu, od v\u00fdsledk\u016f na trati, schopn\u00fdm generovat p\u0159\u00edjmy v kategori\u00edch, […]<\/p>\n","protected":false},"author":14,"featured_media":157625,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[],"class_list":["post-352281","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motogp"],"acf":[],"contentshake_article_id":"","yoast_head":"\n
Sportovn\u00ed licencov\u00e1n\u00ed a co-branding: fungov\u00e1n\u00ed a d\u016fvody pro investici<\/title>\n<meta name=\"description\" content=\"Licencov\u00e1n\u00ed a co-branding jsou dva r\u016fzn\u00e9 n\u00e1stroje sportovn\u00edho marketingu. 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