{"id":352703,"date":"2018-08-09T12:49:01","date_gmt":"2018-08-09T10:49:01","guid":{"rendered":"https:\/\/rtrsports.com\/this-is-why-we-play-transformace-od-ucastnika-k-divakovi-v-sportovnim-marketingu\/"},"modified":"2026-09-09T17:14:22","modified_gmt":"2026-09-09T15:14:22","slug":"this-is-why-we-play-transformace-od-ucastnika-k-divakovi-v-sportovnim-marketingu","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/this-is-why-we-play-transformace-od-ucastnika-k-divakovi-v-sportovnim-marketingu\/","title":{"rendered":"This is Why We Play: transformace od \u00da\u010dastn\u00edka k Div\u00e1kovi v sportovn\u00edm marketingu"},"content":{"rendered":"

V jednom z nejv\u00fdznamn\u011bj\u0161\u00edch pohyb\u016f v medi\u00e1ln\u00edm sportovn\u00edm prost\u0159ed\u00ed, NBA<\/strong> masivn\u011b investovala do glob\u00e1ln\u00ed distribuce sv\u00e9ho obsahu a p\u0159inesla americk\u00fd basketbal do dom\u00e1cnost\u00ed des\u00edtek milion\u016f fanou\u0161k\u016f po cel\u00e9m sv\u011bt\u011b. Na platform\u00e1ch jako Sky a hlavn\u00edch mezin\u00e1rodn\u00edch streamovac\u00edch slu\u017eb\u00e1ch mohou evrop\u0161t\u00ed fanou\u0161ci sledovat z\u00e1pasy, z\u00e1znamy a anal\u00fdzy National Basketball Association<\/strong> prakticky kdykoli b\u011bhem dne.<\/p>\n

V tomto kontextu jedna v\u00fdzva rezonuje v\u00edce ne\u017e v\u0161echny ostatn\u00ed. Po mnoho let je obchodn\u00ed zna\u010dkou marketingu NBA, objevuj\u00edc\u00ed se v nes\u010detn\u00fdch spotech, p\u0159echodech a komunika\u010dn\u00edch materi\u00e1lech. Je to v\u011bta, se kterou se pravd\u011bpodobn\u011b nejslavn\u011bj\u0161\u00ed liga sv\u011bta p\u0159edstavuje v\u0161em sv\u00fdm poslucha\u010d\u016fm: This is Why We Play<\/strong>.<\/p>\n

This is why we play<\/h2>\n

„This is why we play“ nebylo v\u017edy sloganem<\/strong> NBA. Ligu vedenou nyn\u00ed Adamem Silverem doprov\u00e1zelo mnoho poutav\u00fdch fr\u00e1z\u00ed, od „where amazing happens“ p\u0159es „I love this game“ a\u017e po vzd\u00e1len\u00e9 „NBA Action, it’s fantastic!“<\/p>\n

Z hlediska komunikace a marketingu je snadn\u00e9 pochopit, \u017ee jsme sv\u011bdky d\u016fle\u017eit\u00e9ho skoku. Pokud odhl\u00e9dneme od „NBA Action, it’s fantastic!“ \u2014 tak typicky 80. l\u00e9ta \u2014 oba slogany „where amazing happens“ a ikonick\u00e9 „I love this game“ oslovovaly stejn\u00e9 publikum, by\u0165 jin\u00fdm jazykem.<\/p>\n

Pro\u010d je „This is why we play“ jin\u00e9? Kde je skok?<\/h2>\n

Za prv\u00e9 se m\u011bn\u00ed z\u00e1jmeno: „j\u00e1“ se st\u00e1v\u00e1 „my“ \u2014 inkluzivn\u011bj\u0161\u00ed, kolektivn\u011bj\u0161\u00ed. U\u017e nen\u00ed osam\u011bl\u00fd div\u00e1k zav\u0159en\u00fd ve sv\u00e9m pokoji sleduj\u00edc\u00ed velkolep\u00e9 v\u00fdkony velk\u00fdch \u0161ampion\u016f, ale jsou tu my, lid basketbalu, kolektiv a \u2014 co je d\u016fle\u017eit\u011bj\u0161\u00ed \u2014 komunita. V roce 2024 m\u00e1 NBA p\u0159es 100 milion\u016f sleduj\u00edc\u00edch na sv\u00fdch ofici\u00e1ln\u00edch soci\u00e1ln\u00edch kan\u00e1lech: skute\u010dn\u00e1 komunita, nejen metafora.<\/p>\n

Velk\u00e1 revoluce v\u0161ak nele\u017e\u00ed v z\u00e1jmenu, ale v jeho spojen\u00ed se slovesem play: to my hrajeme<\/strong>. Je to velmi d\u016fle\u017eit\u00fd konceptu\u00e1ln\u00ed a narativn\u00ed skok: najednou se fokus kampan\u011b p\u0159esouv\u00e1 na div\u00e1ka\/akt\u00e9ra, kter\u00fd je nejen p\u0159\u00edtomen, ale velmi aktivn\u00ed.<\/p>\n

Spot\u0159ebitel sportu: mezi div\u00e1kem a \u00fa\u010dastn\u00edkem<\/h2>\n

Nejzn\u00e1m\u011bj\u0161\u00ed strukturovan\u00e1 klasifikace spot\u0159ebitele sportu se objevila kolem poloviny 90. let (Milne, Sutton & McDonald, 1996) a definit\u00edvn\u011b rozd\u011blila sportovn\u00ed publikum do dvou makrokategori\u00ed:<\/p>\n

    \n
  • Div\u00e1ck\u00fd spot\u0159ebitel<\/strong><\/li>\n
  • \u00da\u010dastnick\u00fd spot\u0159ebitel nebo praktikant<\/strong><\/li>\n<\/ul>\n

    P\u0159esto\u017ee je rozd\u00edl mezi ob\u011bma skupinami z\u0159ejm\u00fd, teoretick\u00fd r\u00e1mec st\u00e1le plat\u00ed mezi v\u00fdzkumn\u00edky sportovn\u00edho marketingu. Jedn\u00edm z hlavn\u00edch bod\u016f z\u00e1jmu doktr\u00edny jsou vztahy mezi t\u011bmito dv\u011bma r\u016fzn\u00fdmi spot\u0159ebiteli: jsou to zcela odli\u0161n\u00e9 typy lid\u00ed, nebo jsou tyto definice velmi „plynn\u00e9“ s velk\u00fdmi oblastmi p\u0159ekr\u00fdv\u00e1n\u00ed?<\/p>\n

    Div\u00e1ci a \u00fa\u010dastn\u00edci: co skute\u010dn\u011b d\u011bl\u00e1me se sportem<\/h2>\n

    Vezm\u011bme si sport jako basketbal<\/strong>. Soubor praktikant\u016f je men\u0161\u00ed ne\u017e div\u00e1k\u016f a je t\u00e9m\u011b\u0159 cel\u00fd obsa\u017een ve v\u011bt\u0161\u00edm diagramu. Ti, kdo basketbal hraj\u00ed, jsou t\u00e9m\u011b\u0159 v\u017edy i div\u00e1ky, ale opak neplat\u00ed. Stejn\u00e1 situace se je\u0161t\u011b v\u00edce umoc\u0148uje ve fotbale<\/strong>: podle dat FIFA z roku 2024 sleduje fotbal jako div\u00e1ci v\u00edce ne\u017e 5 miliard lid\u00ed, oproti p\u0159ibli\u017en\u011b 265 milion\u016fm registrovan\u00fdch hr\u00e1\u010d\u016f na sv\u011bt\u011b.<\/p>\n

    Kone\u010dn\u011b existuj\u00ed absolutn\u011b extr\u00e9mn\u00ed situace, jako je Formule 1<\/strong> nebo b\u011bh<\/strong>. F1 \u2014 jej\u00ed\u017e kumulativn\u00ed glob\u00e1ln\u00ed publikum p\u0159ekro\u010dilo 1,5 miliardy unik\u00e1tn\u00edch div\u00e1k\u016f v roce 2023 podle Liberty Media \u2014 m\u00e1 pouze 20 aktivn\u00edch jezdc\u016f oproti des\u00edtk\u00e1m milion\u016f fanou\u0161k\u016f.<\/p>\n

    Div\u00e1ci a \u00fa\u010dastn\u00edci: co d\u011blaj\u00ed vlastn\u00edci sportovn\u00edch pr\u00e1v<\/h2>\n

    Vlastn\u00edci sportovn\u00edch produkt\u016f rychle pochopili, \u017ee expanze jejich podnik\u00e1n\u00ed z\u00e1vis\u00ed na dobyt\u00ed t\u011bch \u010d\u00e1st\u00ed grafu, kter\u00e9 maj\u00ed opa\u010dnou barvu. M\u00edsto dob\u00fdv\u00e1n\u00ed zcela nov\u00e9ho publika<\/strong> je preferov\u00e1no c\u00edlen\u00ed na spot\u0159ebitele toho sportu, kte\u0159\u00ed je\u0161t\u011b nejsou v na\u0161em okruhu.<\/strong><\/p>\n

    Jak je snadno pochopiteln\u00e9, snaha o p\u0159em\u011bnu div\u00e1k\u016f v \u00fa\u010dastn\u00edky \u2014 a \u00fa\u010dastn\u00edk\u016f v v\u00e1\u0161niv\u00e9 div\u00e1ky \u2014 je akc\u00ed daleko jednodu\u0161\u0161\u00ed ne\u017e p\u0159iv\u00e9st zcela nov\u00e9 spot\u0159ebitele do grafu. Spole\u010dn\u00fd kl\u00ed\u010d je jedin\u00fd: inkluze<\/strong>.<\/p>\n

    If you have a body, you are an athlete<\/h2>\n

    Sta\u010d\u00ed se pod\u00edvat kolem sebe, aby bylo jasn\u00e9, jak v\u0161ichni tvo\u0159\u00edc\u00ed sportovn\u00ed produkty p\u0159ij\u00edmaj\u00ed st\u00e1le inkluzivn\u011bj\u0161\u00ed komunika\u010dn\u00ed a marketingov\u00e9 politiky. „If you have a body, you are an athlete“ stoj\u00ed v prodejn\u00e1ch Nike po cel\u00e9m sv\u011bt\u011b, co\u017e definitivn\u011b uzav\u00edr\u00e1 kruh toho, co bylo doposud \u0159e\u010deno.<\/p>\n

    Podle Nielsen Fan Insights 2024<\/strong> se 77 % glob\u00e1ln\u00edch sportovn\u00edch fanou\u0161k\u016f pova\u017euje tak\u00e9 za p\u0159\u00edle\u017eitostn\u00e9 praktikanty alespo\u0148 jednoho sportu: velmi vysok\u00e9 p\u0159ekr\u00fdv\u00e1n\u00ed, kter\u00e9 potvrzuje, jak p\u00f3rovit\u00e9 je teoretick\u00e9 rozli\u0161en\u00ed mezi dv\u011bma kategoriemi v sou\u010dasn\u00e9 realit\u011b.<\/p>\n

    V\u011bta „This is why we play<\/strong>“ nyn\u00ed nab\u00fdv\u00e1 jin\u00e9ho smyslu. Pomoc\u00ed n\u00ed NBA<\/strong> oslovuje v\u0161echny praktikanty basketbalu na sv\u011bt\u011b a sna\u017e\u00ed se z nich ud\u011blat div\u00e1ck\u00e9 spot\u0159ebitele. Zpr\u00e1va, parafr\u00e1zov\u00e1na, zn\u00ed: pokud hrajete basketbal, pak v na\u0161ich programech le\u017e\u00ed dokonalost samotn\u00e9 hry, d\u016fvod, pro\u010d hra existuje. Vy se st\u00e1v\u00e1te n\u00e1mi. Ne\u017e\u00e1d\u00e1me v\u00e1s, abyste sledovali, \u0159\u00edk\u00e1me v\u00e1m, abyste hr\u00e1li v\u0161ichni dohromady.<\/p>\n

    I v tom le\u017e\u00ed kr\u00e1sa a poezie tohoto sv\u011bta.<\/p>\n\n

    \r\n\r\n

    Nej\u010dast\u011bj\u0161\u00ed dotazy<\/b><\/h2>\r\n \r\n
    \n
    \r\n\r\n

    \r\n Jak\u00fd je rozd\u00edl mezi div\u00e1ck\u00fdm spot\u0159ebitelem a \u00fa\u010dastnick\u00fdm spot\u0159ebitelem ve 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 Jak sportovn\u00ed zna\u010dky vyu\u017e\u00edvaj\u00ed rozd\u00edl mezi div\u00e1ky a \u00fa\u010dastn\u00edky?<\/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 Pro\u010d je slogan NBA 'This is Why We Play' p\u0159\u00edkladem inkluzivn\u00edho marketingu?<\/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 se tato anal\u00fdza uplat\u0148uje ve strategii sportovn\u00edho sponzorstv\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\r\n

    \r\n Pro\u010d n\u011bkter\u00e9 sporty maj\u00ed t\u00e9m\u011b\u0159 v\u00fdhradn\u011b div\u00e1ky a jin\u00e9 t\u00e9m\u011b\u0159 v\u00fdhradn\u011b \u00fa\u010dastn\u00edky?<\/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","protected":false},"excerpt":{"rendered":"

    V jednom z nejv\u00fdznamn\u011bj\u0161\u00edch pohyb\u016f v medi\u00e1ln\u00edm sportovn\u00edm prost\u0159ed\u00ed, NBA masivn\u011b investovala do glob\u00e1ln\u00ed distribuce sv\u00e9ho obsahu a p\u0159inesla americk\u00fd basketbal do dom\u00e1cnost\u00ed des\u00edtek milion\u016f fanou\u0161k\u016f po cel\u00e9m sv\u011bt\u011b. Na platform\u00e1ch jako Sky a hlavn\u00edch mezin\u00e1rodn\u00edch streamovac\u00edch slu\u017eb\u00e1ch mohou evrop\u0161t\u00ed fanou\u0161ci sledovat z\u00e1pasy, z\u00e1znamy a anal\u00fdzy National Basketball Association prakticky kdykoli b\u011bhem dne. V tomto […]<\/p>\n","protected":false},"author":2,"featured_media":157647,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20024],"tags":[],"class_list":["post-352703","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportivo"],"acf":[],"contentshake_article_id":"","yoast_head":"\nOd \u00da\u010dastn\u00edka k Div\u00e1kovi: strategie v modern\u00edm sportovn\u00edm marketingu<\/title>\n<meta name=\"description\" content=\"Jak rozli\u0161en\u00ed mezi div\u00e1ck\u00fdm a \u00fa\u010dastn\u00ednick\u00fdm spot\u0159ebitelem formuje strategie sportovn\u00edho sponzortstv\u00ed. Anal\u00fdza marketingu NBA a konverze fanouk\u016f. RTR Sports.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rtrsports.com\/cs\/blog\/this-is-why-we-play-transformace-od-ucastnika-k-divakovi-v-sportovnim-marketingu\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"This is Why We Play: transformace od \u00da\u010dastn\u00edka k Div\u00e1kovi v sportovn\u00edm marketingu\" \/>\n<meta property=\"og:description\" content=\"Jak rozli\u0161en\u00ed mezi div\u00e1ck\u00fdm a \u00fa\u010dastn\u00ednick\u00fdm spot\u0159ebitelem formuje strategie sportovn\u00edho sponzortstv\u00ed. Anal\u00fdza marketingu NBA a konverze fanouk\u016f. 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