{"id":352346,"date":"2018-06-20T10:53:19","date_gmt":"2018-06-20T08:53:19","guid":{"rendered":"https:\/\/rtrsports.com\/jak-vybrat-sport-ke-sponzorovani-kriteria-a-metoda\/"},"modified":"2026-09-09T18:43:58","modified_gmt":"2026-09-09T16:43:58","slug":"jak-vybrat-sport-ke-sponzorovani-kriteria-a-metoda","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/jak-vybrat-sport-ke-sponzorovani-kriteria-a-metoda\/","title":{"rendered":"Jak vybrat sport ke sponzorov\u00e1n\u00ed: krit\u00e9ria a metoda"},"content":{"rendered":"

Intuice nebo data? To je \u0161patn\u00e1 ot\u00e1zka. Spr\u00e1vn\u00e1 ot\u00e1zka je jin\u00e1 \u2014 a p\u0159edch\u00e1z\u00ed jak\u00e9koli anal\u00fdze dat: Dok\u00e1\u017ee sport, kter\u00fd zva\u017eujete, udr\u017eet div\u00e1ky u obrazovky t\u00fdden za t\u00fddnem?<\/p>\n

Sport je z\u00e1bava. Spojovat zna\u010dku s platformou, kter\u00e1 nevyvol\u00e1v\u00e1 emoce, negeneruje rozhovory a nep\u0159iv\u00e1d\u00ed div\u00e1ky zp\u011bt z vlastn\u00ed iniciativy, je chybou, kterou \u017e\u00e1dn\u00fd aktiva\u010dn\u00ed rozpo\u010det nevynahrad\u00ed. Po\u010det div\u00e1k\u016f je daleko m\u00e9n\u011b d\u016fle\u017eit\u00fd ne\u017e kvalita zapojen\u00ed, kter\u00e9 tito div\u00e1ci projevuj\u00ed.<\/p>\n

Po stanoven\u00ed tohoto z\u00e1kladu se v\u00fdb\u011br st\u00e1v\u00e1 strukturovanou anal\u00fdzou. N\u00ed\u017ee jsou krit\u00e9ria, kter\u00e1 RTR Sports pou\u017e\u00edv\u00e1 p\u0159i veden\u00ed zna\u010dek procesem v\u00fdb\u011bru.<\/p>\n

V\u00fdb\u011brov\u00e1 krit\u00e9ria: co hledat v sportu<\/h2>\n

Absolutn\u011b spr\u00e1vn\u00fd sport neexistuje. Existuje sport spr\u00e1vn\u00fd pro va\u0161e c\u00edle, va\u0161i c\u00edlovou skupinu a v\u00e1\u0161 rozpo\u010det. P\u0159esto by kvalitn\u00ed sponzorsk\u00e1 platforma m\u011bla spl\u0148ovat v\u011bt\u0161inu z t\u011bchto podm\u00ednek:<\/p>\n

    \n
  1. Shoda s c\u00edlovou skupinou \u2014 ne jen jej\u00ed velikost.<\/strong> Odpov\u00edd\u00e1 publikum dan\u00e9ho sportu va\u0161\u00ed c\u00edlov\u00e9 skupin\u011b z hlediska demografie, n\u00e1kupn\u00edho chov\u00e1n\u00ed a geografick\u00e9ho trhu? Zna\u010dka B2B vstupuj\u00edc\u00ed do F1 \u2014 v\u00edce ne\u017e 1,8 miliardy fanou\u0161k\u016f po cel\u00e9m sv\u011bt\u011b, publikum s vysok\u00fdmi p\u0159\u00edjmy a vzd\u011bl\u00e1n\u00edm \u2014 sleduje zcela jinou logiku ne\u017e spot\u0159ebn\u00ed zna\u010dka sponzoruj\u00edc\u00ed region\u00e1ln\u00ed akci. Demografick\u00e1 relevance je d\u016fle\u017eit\u011bj\u0161\u00ed ne\u017e absolutn\u00ed \u010d\u00edsla.<\/li>\n
  2. Skute\u010dn\u00e1 medi\u00e1ln\u00ed p\u0159\u00edtomnost.<\/strong> Kolik z\u00e1vod\u016f je v bezplatn\u00e9 televizi na va\u0161ich kl\u00ed\u010dov\u00fdch trz\u00edch? Placen\u00e1 TV zaru\u010duje viditelnost, ale pozemn\u00ed TV je st\u00e1le hlavn\u00edm multiplik\u00e1torem v It\u00e1lii, \u0160pan\u011blsku, N\u011bmecku a Francii. Discipl\u00edna se \u0161irok\u00fdm pokryt\u00edm \u2014 i niche \u2014 m\u016f\u017ee m\u00edt v\u011bt\u0161\u00ed hodnotu ne\u017e masov\u00fd sport dostupn\u00fd pouze p\u0159edplatitel\u016fm.<\/li>\n
  3. Mezin\u00e1rodn\u00ed dosah konzistentn\u00ed s va\u0161imi trhy.<\/strong> MotoGP oslovuje 632 milion\u016f fanou\u0161k\u016f se silnou penetrac\u00ed v Asii, jihov\u00fdchodn\u00ed Asii a ji\u017en\u00ed Evrop\u011b. F1 m\u00e1 d\u00edky expanzi v Americe a na Bl\u00edzk\u00e9m v\u00fdchod\u011b odli\u0161n\u00fd geografick\u00fd profil. Pokud expandujete na konkr\u00e9tn\u00ed trh, sport tam mus\u00ed b\u00fdt ji\u017e zakotven.<\/li>\n
  4. Aktivn\u00ed digit\u00e1ln\u00ed ekosyst\u00e9m.<\/strong> Pouh\u00fd po\u010det div\u00e1k\u016f v televizi ji\u017e nesta\u010d\u00ed. Zhodno\u0165te m\u00edru zapojen\u00ed na soci\u00e1ln\u00edch s\u00edt\u00edch, kvalitu obsahu produkovan\u00e9ho propert\u00ed a komunitu tv\u016frc\u016f a nad\u0161enc\u016f v okol\u00ed t\u00e9to discipl\u00edny. Motorsport m\u00e1 zv\u00e1\u0161t\u011b loaj\u00e1ln\u00ed komunitu s vysokou ochotou sd\u00edlet obsah.<\/li>\n
  5. \u010casov\u00e1 d\u00e9lka ud\u00e1lost\u00ed.<\/strong> Pozornost je \u010dd\u00ed zdroj. Kr\u00e1tk\u00e9, intenzivn\u00ed z\u00e1vody (30\u201390 minut skute\u010dn\u00e9 sout\u011b\u017ee) obvykle generuj\u00ed vy\u0161\u0161\u00ed pr\u016fm\u011brn\u00e9 zapojen\u00ed ne\u017e maratonsk\u00e9 ud\u00e1losti. To nen\u00ed absolutn\u00ed pravidlo \u2014 WEC a 24 hodin Le Mans maj\u00ed sv\u00e9 vlastn\u00ed mechanismy \u2014 ale je t\u0159eba to zv\u00e1\u017eit.<\/li>\n
  6. Soulad hodnot.<\/strong> Je zna\u010dka pozicionov\u00e1na na v\u00fdkon, inovaci, internacionalismus nebo tradici? Ka\u017ed\u00fd sport nese sv\u016fj symbolick\u00fd k\u00f3d. V\u00fdb\u011br discipl\u00edny, jej\u00ed\u017e DNA posiluje hodnoty zna\u010dky, zrychluje p\u0159enos atribut\u016f. Pou\u017eit\u00ed sportu k repozicionov\u00e1n\u00ed zna\u010dky je vy\u0161\u0161\u00ed riziko, ale je mo\u017en\u00e9 \u2014 za p\u0159edpokladu, \u017ee jste si v\u011bdomi mezery, kterou je t\u0159eba p\u0159eklenout.<\/li>\n
  7. Udr\u017eitelnost a reputace property.<\/strong> Doping, skandaly v \u0159\u00edzen\u00ed, dopad na \u017eivotn\u00ed prost\u0159ed\u00ed: ov\u011b\u0159te, \u017ee discipl\u00edna neprin\u00e1\u0161\u00ed rizika pov\u011bsti, kter\u00e1 by mohla po\u0161kodit zna\u010dku. Sportovn\u00ed federace jsou st\u00e1le v\u00edce pod ve\u0159ejnou kontrolou a spojen\u00ed se zna\u010dkou funguje ob\u011bma sm\u011bry.<\/li>\n<\/ol>\n

    Rozpo\u010det: nejen kolik utrat\u00edte, ale jak to rozlo\u017e\u00edte<\/h2>\n

    Chyba, kter\u00e1 se \u010dasto opakuje: firma koup\u00ed pr\u00e1va na viditelnost p\u0159i ud\u00e1losti a n\u00e1sledn\u011b nem\u00e1 zdroje na aktivaci sponzoringu po cel\u00fd rok. P\u0159\u00edtomnost na trati nebo na dres\u00f3n je jen \u0161pi\u010dka ledovce. Skute\u010dn\u00e1 hodnota sportovn\u00edho partnersk\u00e9ho vztahu se vytvori v aktivac\u00edch: hospitality, digit\u00e1ln\u00ed obsah, iniciativy B2B, zapojen\u00ed zam\u011bstnanc\u016f, licencov\u00e1n\u00ed.<\/p>\n

    Praktick\u00e9 pravidlo: na ka\u017ed\u00e9 euro vynalo\u017een\u00e9 na sponzorsk\u00e1 pr\u00e1va pl\u00e1nujte alespo\u0148 stejn\u00fd rozpo\u010det na aktivaci. Kdo koup\u00ed pouze viditelnost a aktivaci ignoruje, z\u00edskal\u00e1 pouze zlomek potenci\u00e1lu partnersk\u00e9ho vztahu.<\/p>\n

    To neznamen\u00e1, \u017ee mal\u00e9 a st\u0159edn\u00ed podniky nemaj\u00ed m\u00edsto v motorsportu na nejvy\u0161\u0161\u00ed \u00farovni. Struktura trhu sponzorstv\u00ed nab\u00edz\u00ed vstupn\u00ed body p\u0159i velmi r\u016fzn\u00fdch \u00farovn\u00edch investic \u2014 od z\u00e1kladn\u00edch program\u016f a\u017e po tituln\u00ed sponzorstv\u00ed. D\u016fle\u017eit\u00e9 je vstoupit s jasn\u00fdm pl\u00e1nem, nejen s logem.<\/p>\n

    M\u011b\u0159en\u00ed ROI: definujte KPI p\u0159ed podpisem<\/h2>\n

    P\u0159ed v\u00fdb\u011brem sportu definujte, jak budete m\u011b\u0159it n\u00e1vratnost. KPI se li\u0161\u00ed podle c\u00edl\u016f: pov\u011bdom\u00ed o zna\u010dce, z\u00edsk\u00e1v\u00e1n\u00ed lead\u016f B2B, geografick\u00e1 penetrace, budov\u00e1n\u00ed obchodn\u00edch vztah\u016f prost\u0159ednictv\u00edm hospitality. Ka\u017ed\u00fd c\u00edl vy\u017eaduje jin\u00e9 n\u00e1stroje.<\/p>\n

    Specializovan\u00e9 v\u00fdzkumn\u00e9 spole\u010dnosti \u2014 Nielsen Sports, Kantar, IFM Sports \u2014 poskytuj\u00ed kvantitativn\u00ed data o hodnot\u011b medi\u00e1ln\u00ed expozice. Pro zna\u010dku B2B v\u0161ak nejrelevantn\u011bj\u0161\u00ed ROI nen\u00ed hodnota televizn\u00edho \u010dasu: je to po\u010det aktivovan\u00fdch obchodn\u00edch kontakt\u016f, deal\u016f otev\u0159en\u00fdch d\u00edky hospitality a preference zna\u010dky m\u011b\u0159en\u00e1 v pr\u016fzkumech p\u0159ed sponzorstv\u00edm a po n\u011bm.<\/p>\n

    Pokud zva\u017eujete investici do F1, na\u0161 pr\u016fvodce sponzorstvem Formule 1<\/a> podrobn\u011b analyzuje mechanismy t\u00e9to property. Pro MotoGP str\u00e1nka v\u011bnovan\u00e1 sponzorstv\u00ed MotoGP<\/a> popisuje dostupn\u00e9 mo\u017enosti pro r\u016fzn\u00e9 rozpo\u010dtov\u00e9 \u00farovn\u011b.<\/p>\n

    Po v\u00fdb\u011bru sportu vytvo\u0159te sponzorsk\u00fd pl\u00e1n. Ka\u017ed\u00e1 firma je jin\u00e1, ka\u017ed\u00fd pl\u00e1n je jin\u00fd \u2014 ale bez intern\u011b sd\u00edlen\u00e9ho dokumentu s jasn\u00fdmi c\u00edli, n\u00e1stroji a odpov\u011bdnostmi bude i to nejlep\u0161\u00ed partnersk\u00e9 vztah vyu\u017eito jen \u010d\u00e1ste\u010dn\u011b.<\/p>\n

    \u010c\u00edsla nele\u017e\u00ed. Nikdy.<\/p>\n

    \r\n\r\n

    \u010casto kladen\u00e9 ot\u00e1zky o v\u00fdb\u011bru sportu ke sponzorov\u00e1n\u00ed<\/b><\/h2>\r\n \r\n
    \n
    \r\n\r\n

    \r\n Jak vybrat spr\u00e1vn\u00fd sport ke sponzorov\u00e1n\u00ed pro moji zna\u010dku?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n
    \r\n\r\n

    \r\n Jak\u00fd rozpo\u010det je pot\u0159eba ke sponzorov\u00e1n\u00ed sportu na nejvy\u0161\u0161\u00ed \u00farovni?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n
    \r\n\r\n

    \r\n Je lep\u0161\u00ed sponzorovat lok\u00e1ln\u00ed nebo mezin\u00e1rodn\u00ed sport?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n
    \r\n\r\n

    \r\n Jak m\u011b\u0159it ROI ze sponzoringu sportu?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n
    \r\n\r\n

    \r\n Formule 1 nebo MotoGP: co je pro va\u0161i zna\u010dku vhodn\u011bj\u0161\u00ed?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n\r\n <\/div>\r\n \n\n","protected":false},"excerpt":{"rendered":"

    Intuice nebo data? To je \u0161patn\u00e1 ot\u00e1zka. Spr\u00e1vn\u00e1 ot\u00e1zka je jin\u00e1 \u2014 a p\u0159edch\u00e1z\u00ed jak\u00e9koli anal\u00fdze dat: Dok\u00e1\u017ee sport, kter\u00fd zva\u017eujete, udr\u017eet div\u00e1ky u obrazovky t\u00fdden za t\u00fddnem? Sport je z\u00e1bava. Spojovat zna\u010dku s platformou, kter\u00e1 nevyvol\u00e1v\u00e1 emoce, negeneruje rozhovory a nep\u0159iv\u00e1d\u00ed div\u00e1ky zp\u011bt z vlastn\u00ed iniciativy, je chybou, kterou \u017e\u00e1dn\u00fd aktiva\u010dn\u00ed rozpo\u010det nevynahrad\u00ed. Po\u010det […]<\/p>\n","protected":false},"author":14,"featured_media":157618,"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-352346","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":"\nJak vybrat sport ke sponzorov\u00e1n\u00ed: krit\u00e9ria a metoda | RTR Sports<\/title>\n<meta name=\"description\" content=\"Shoda c\u00edlov\u00e9 skupiny, hodnoty zna\u010dky, geografick\u00e9 pokryt\u00ed, rozpo\u010det, medi\u00e1ln\u00ed viditelnost: konkr\u00e9tn\u00ed krit\u00e9ria v\u00fdb\u011bru spr\u00e1vn\u00e9ho sportu pro investici. 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