{"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":"2026-09-11T18:42:32","modified_gmt":"2026-09-11T16:42:32","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. Byly to slogany, kter\u00e9 \u2014 by\u0165 velmi odli\u0161n\u00fdm zp\u016fsobem \u2014 vypr\u00e1v\u011bly o pot\u011b\u0161en\u00ed ze sledov\u00e1n\u00ed basketbalu a emoci, kterou p\u0159in\u00e1\u0161\u00ed. D\u00edvejte se na na\u0161e z\u00e1pasy, stane se n\u011bco neuv\u011b\u0159iteln\u00e9ho, navrhovalo veden\u00ed ligy, kter\u00e9 jen o p\u00e1r let d\u0159\u00edve vkl\u00e1dalo fanou\u0161kovi do \u00fast slova „j\u00e1 miluju tuto hru“.<\/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. Na komunit\u011b<\/strong> je t\u0159eba obzvl\u00e1\u0161t\u011b trvat, proto\u017ee zde le\u017e\u00ed skryt\u00e1 velk\u00e1 hodnota ka\u017ed\u00e9 modern\u00ed komunika\u010dn\u00ed kampan\u011b. 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. Existuje d\u016fle\u017eit\u00e1 kognitivn\u00ed mezera, kterou je t\u0159eba p\u0159emostit: co le\u017e\u00ed v pr\u00e1zdnot\u011b mezi „j\u00e1 miluji (sledovat) tento sport“ a „tady je d\u016fvod, pro\u010d my hrajeme“? Existuje pokus o vyrovn\u00e1n\u00ed, touha postavit v\u0161echny na stejnou \u00farove\u0148? V term\u00ednech sportovn\u00edho marketingu<\/strong> zde pravd\u011bpodobn\u011b existuj\u00ed velmi konkr\u00e9tn\u00ed d\u016fvody. Abychom je pochopili, je t\u0159eba ud\u011blat krok zp\u011bt a vr\u00e1tit se k z\u00e1kladn\u00edmu konceptu: kdo je spot\u0159ebitel<\/strong> sportu.<\/p>\n

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

Je obt\u00ed\u017en\u00e9 p\u0159esn\u011b pojmenovat spot\u0159ebitele sportu<\/strong>, proto\u017ee samotn\u00fd koncept sportovn\u00edho produktu je \u0161irok\u00fd a r\u016fznorod\u00fd. Spot\u0159ebitelem sportu je ten, kdo si koup\u00ed permanentku na stadion, kdo si p\u0159edplat\u00ed streamovac\u00ed slu\u017ebu pro sledov\u00e1n\u00ed Formule 1<\/strong>, kdo kupuje merchandising nebo se zap\u00ed\u0161e do posilovny. Na druhou stranu je spot\u0159ebitelem sportu tak\u00e9 ten, kdo se p\u0159ihl\u00e1s\u00ed na maraton, pronajme h\u0159i\u0161t\u011b na fotb\u00e1lek s p\u0159\u00e1teli, nebo v ned\u011bli vyraz\u00ed na ly\u017ea\u0159sk\u00fd svah. Tyto zd\u00e1nliv\u011b velmi odli\u0161n\u00e9 postavy jsou v\u0161echny spot\u0159ebiteli sportu pr\u00e1v\u011b proto, \u017ee interaguj\u00ed se sportovn\u00edmi produkty<\/strong>, by\u0165 velmi odli\u0161n\u00fdmi.<\/p>\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

    Jedna z nejzaj\u00edmav\u011bj\u0161\u00edch anal\u00fdz se nab\u00edz\u00ed, kdy\u017e za\u010d\u00edn\u00e1me zkoumat dohromady nejen typy div\u00e1k\u016f, ale typy div\u00e1k\u016f v z\u00e1vislosti na druz\u00edch sportu<\/strong>. Gaussova k\u0159ivka, kter\u00e1 vznik\u00e1 k\u0159\u00ed\u017een\u00edm t\u011bchto dvou prvk\u016f, otev\u00edr\u00e1 ter\u00e9n v\u00fdzkumu tak jednoduch\u00fd jako p\u0159ekvapiv\u00fd<\/strong>, kter\u00fd se rychle stal v\u00fdchoz\u00edm bodem pro ka\u017ed\u00fd sportovn\u00ed klub nebo sponzora.<\/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 d\u00e1le amplifikuje u fotbalu<\/strong>: podle dat FIFA 2024 sleduje fotbal jako div\u00e1ci p\u0159es 5 miliard lid\u00ed, oproti p\u0159ibli\u017en\u011b 265 milion\u016fm registrovan\u00fdch praktikant\u016f na cel\u00e9m sv\u011bt\u011b.<\/p>\n

    Existuj\u00ed pak situace velmi vyrovnan\u00e9<\/strong>, jako golf<\/strong> nebo tenis<\/strong>, kde je patrn\u00e1 vynikaj\u00edc\u00ed rovnov\u00e1ha mezi praktikanty a div\u00e1ky a slu\u0161n\u00e9 p\u0159ekr\u00fdv\u00e1n\u00ed. Nen\u00ed n\u00e1hodou, \u017ee tenis a golf jsou \u2014 p\u0159esto\u017ee se to tak nemus\u00ed zd\u00e1t \u2014 discipl\u00edny velmi podobn\u00e9 co do c\u00edlov\u00e9 skupiny a soci\u00e1ln\u00ed demografiky spot\u0159ebitel\u016f: elegantn\u00ed, n\u00e1kladn\u00e9 sporty, hran\u00e9 p\u0159ev\u00e1\u017en\u011b o samot\u011b a uvnit\u0159 klub\u016f.<\/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 jen 20 aktivn\u00edch jezdc\u016f, oproti des\u00edtk\u00e1m milion\u016f nad\u0161enc\u016f. Pokud jde o b\u011bh, plat\u00ed prav\u00fd opak: ve sv\u011bt\u011b, kde t\u00e9m\u011b\u0159 ka\u017ed\u00fd alespo\u0148 jednou \u0159ekl „dnes p\u016fjdu zab\u011bhat“, jen m\u00e1lokdo sleduje maratony nebo b\u011b\u017eeck\u00e9 z\u00e1vody jako div\u00e1k.<\/p>\n

    Div\u00e1ci a \u00fa\u010dastn\u00edci: co s t\u00edm d\u011blaj\u00ed vlastnosti sportu<\/h2>\n

    Pokud to, co bylo dosud \u0159e\u010deno, m\u016f\u017ee b\u00fdt zaj\u00edmav\u00e9 pro fanou\u0161ky a praktikanty, hra je je\u0161t\u011b d\u016fle\u017eit\u011bj\u0161\u00ed pro firmy a zna\u010dky ve sportu.<\/p>\n

    Jako ve velk\u00e9m Risku<\/strong>, vlastn\u00edci sportovn\u00edch produkt\u016f rychle pochopili, \u017ee expanze a \u00fasp\u011bch jejich podnik\u00e1n\u00ed z\u00e1vis\u00ed na dobyt\u00ed t\u011bch \u010d\u00e1st\u00ed grafu opa\u010dn\u00e9 barvy, ne\u017e je ta jejich.<\/p>\n

    Sp\u00ed\u0161e ne\u017e dob\u00fdvat nov\u00e9 publikum<\/strong> oslovov\u00e1n\u00edm zcela nov\u00fdch lid\u00ed, rad\u011bji se \u00fato\u010d\u00ed na spot\u0159ebitele toho sportu, kte\u0159\u00ed je\u0161t\u011b nespadaj\u00ed do na\u0161eho kruhu.<\/strong> To samoz\u0159ejm\u011b z\u00e1vis\u00ed na tom, zda firmy a zna\u010dky produkuj\u00ed pro div\u00e1ky (NBA, Manchester United, Dorna, Wimbledon, abychom jmenovali n\u011bkter\u00e9) nebo pro praktikanty (Nike, Under Armour, m\u00edstn\u00ed posilovna, v\u00fdrobci e-kol a cyklistiky…).<\/p>\n

    Uve\u010fme si konkr\u00e9tn\u00ed p\u0159\u00edklad<\/strong> pro vysv\u011btlen\u00ed t\u011bchto koncept\u016f. Jsem velk\u00fdm milovn\u00edkem motoristick\u00e9ho sportu<\/strong>. Sport s velmi \u0161irok\u00fdm sledov\u00e1n\u00edm, ale velmi m\u00e1lo praktikanty, z nejr\u016fzn\u011bj\u0161\u00edch d\u016fvod\u016f: je pom\u011brn\u011b n\u00e1kladn\u00fd, nepohodln\u00fd na provozov\u00e1n\u00ed, vy\u017eaduje mnoho technick\u00fdch znalost\u00ed a pot\u0159ebuje d\u016fle\u017eitou infrastrukturu. V tomto smyslu firmy, kter\u00e9 produkuj\u00ed pro div\u00e1ck\u00e9 spot\u0159ebitele motoristick\u00e9ho sportu, se mnou d\u011blaj\u00ed skv\u011bl\u00e9 obchody: streamovac\u00ed p\u0159edplatn\u00e9, merchandising, licencovan\u00e9 produkty a videohry pln\u00ed m\u016fj seznam p\u0159\u00e1n\u00ed a pr\u00e1zdn\u00ed moji pen\u011b\u017eenku. Jsem v div\u00e1ck\u00fd kruhu, a v\u0161echny zna\u010dky produkuj\u00edc\u00ed pro tento kruh jsou se mnou velmi spokojeny. P\u0159esto neprovozuji motoristick\u00fd sport (praktikantsk\u00fd kruh) a v\u0161echny zna\u010dky produkuj\u00edc\u00ed pro tuto oblast ode mne nevid\u00ed ani cent. Jak\u00fd je jejich c\u00edl? P\u0159ej\u00edt do div\u00e1ck\u00e9 z\u00f3ny a hledat nov\u00e9 spot\u0159ebitele. Jak to ud\u011blaj\u00ed? Aktivitami motivace (kurzy j\u00edzdy, testy na okruhu, testovac\u00ed j\u00edzdy) zam\u011b\u0159en\u00fdmi na publikum spot\u0159ebitel\u016f-div\u00e1k\u016f.<\/p>\n

    Jak je snadn\u00e9 pochopit, pokus o p\u0159em\u011bnu div\u00e1k\u016f v praktikanty \u2014 a praktikant\u016f v div\u00e1ky \u2014 je mnohem jednodu\u0161\u0161\u00ed ne\u017e p\u0159iv\u00e9st zcela nov\u00e9 spot\u0159ebitele do grafu. Je zaj\u00edmav\u00e9 poznamenat, jak tento pohyb k opa\u010dn\u00e9 \u010d\u00e1sti grafu prob\u00edh\u00e1 v obou sm\u011brech sou\u010dasn\u011b, ale s jedin\u00fdm spole\u010dn\u00fdm jmenovatelem: inkluz\u00ed<\/strong>.<\/p>\n

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

    Sta\u010d\u00ed se pod\u00edvat kolem sebe, abychom pochopili, jak v\u0161ichni tv\u016frci sportovn\u00edch produkt\u016f p\u0159ij\u00edmaj\u00ed komunika\u010dn\u00ed a marketingov\u00e9 politiky st\u00e1le v\u00edce orientovan\u00e9 na inkluzi. Sta\u010d\u00ed vid\u011bt, co velk\u00e9 evropsk\u00e9 fotbalov\u00e9 kluby d\u011blaj\u00ed na grassroot<\/strong> \u00farovni \u2014 s akademiemi otev\u0159en\u00fdmi pro v\u0161echny, komunitn\u00edmi programy a aktivacemi v \u010dtvrt\u00edch \u2014 nebo p\u0159em\u00fd\u0161let o tom, jak Nike<\/strong> se sna\u017e\u00ed vyrovnat p\u0159\u00edle\u017eitostn\u00e9ho b\u011b\u017ece velk\u00e9mu atletovi, abychom pochopili tento pokus o p\u0159ekr\u00fdv\u00e1n\u00ed div\u00e1k\u016f a praktikant\u016f. „If you have a body, you are an athlete“ \u0159\u00edk\u00e1 velk\u00fd n\u00e1pis uvnit\u0159 Nike Store po cel\u00e9m sv\u011bt\u011b, \u010d\u00edm\u017e definitivn\u011b uzav\u00edr\u00e1 kruh toho, co bylo dosud \u0159e\u010deno.<\/p>\n

    Podle Nielsen Fan Insights 2024<\/strong> se 77 % glob\u00e1ln\u00edch sportovn\u00edch fanou\u0161k\u016f ozna\u010duje tak\u00e9 za p\u0159\u00edle\u017eitostn\u00e9ho praktikanta alespo\u0148 jednoho sportu: velmi vysok\u00e9 p\u0159ekr\u00fdv\u00e1n\u00ed, kter\u00e9 potvrzuje, jak teoretick\u00e9 rozli\u0161en\u00ed mezi dv\u011bma kategoriemi je v sou\u010dasn\u00e9 realit\u011b st\u00e1le pr\u016fchodn\u011bj\u0161\u00ed. Nejchyt\u0159ej\u0161\u00ed zna\u010dky \u2014 od velk\u00fdch sportovn\u00edch brand\u016f po samotn\u00e9 sportovn\u00ed vlastnosti \u2014 pracuj\u00ed p\u0159esn\u011b na t\u00e9to rozml\u017eenn\u00e9 hranici a sna\u017e\u00ed se ji roz\u0161i\u0159ovat.<\/p>\n

    Snaha p\u0159esv\u011bd\u010dit fanou\u0161ka k provozov\u00e1n\u00ed sportu, a na druh\u00e9 stran\u011b p\u0159esv\u011bd\u010dit p\u0159esv\u011bd\u010den\u00e9ho praktikanta, aby se stal oddan\u00fdm div\u00e1kem, je jedn\u00edm z kl\u00ed\u010d\u016f modern\u00edho sportovn\u00edho marketingu. Marketingu, kde nikdo se nepokou\u0161\u00ed p\u0159it\u00e1hnout k sob\u011b spot\u0159ebitele nezainteresovan\u00e9 nebo vn\u011bj\u0161\u00ed k na\u0161emu sch\u00e9matu kruh\u016f.<\/p>\n

    Nyn\u00ed nab\u00fdv\u00e1 v\u011bta „This is why we play<\/strong>“ NBA jin\u00fd rozm\u011br. T\u00edmto zp\u016fsobem oslovuje NBA<\/strong> v\u0161echny praktikanty basketbalu na sv\u011bt\u011b a sna\u017e\u00ed se z nich ud\u011blat div\u00e1ck\u00e9 spot\u0159ebitele. Poselstv\u00ed, parafr\u00e1zov\u00e1no, zn\u00ed: pokud hrajete basketbal, pak v na\u0161ich programech a na\u0161em sv\u011bt\u011b je samotn\u00e1 dokonalost hry, d\u016fvod, pro\u010d hra existuje. Vy se stanete n\u00e1mi. Ne\u017e\u00e1d\u00e1me v\u00e1s, abyste sledovali, \u0159\u00edk\u00e1me v\u00e1m, abyste hr\u00e1li v\u0161ichni spole\u010dn\u011b.<\/p>\n

    Je to siln\u00e1 a v\u00edcerozm\u011brn\u00e1 inkluze: \u017e\u00e1dn\u00e9 geografie, \u017e\u00e1dn\u00e9 soci\u00e1ln\u00ed nebo t\u0159\u00eddn\u00ed rozd\u00edly a \u2014 p\u0159edev\u0161\u00edm \u2014 \u017e\u00e1dn\u00e9 \u00farovn\u011b dovednost\u00ed nebo talentu. To, co NBA d\u011bl\u00e1, ve zkratce, nen\u00ed tla\u010dit hranice vlastn\u00edho kruhu, ale t\u00e1hnout hranice sousedn\u00edho \u017elut\u00e9ho kruhu s c\u00edlem je zcela p\u0159ekr\u00fdt.<\/p>\n

    Tak\u00e9 v tom spo\u010d\u00edv\u00e1 kr\u00e1sa, a poezie, tohoto sv\u011bta sportovn\u00edho marketingu \u2014 kde komunikace, by\u0165 sta\u010d\u00ed p\u011bt slov, funguje jen tehdy, je-li sou\u010d\u00e1st\u00ed ucelen\u00e9ho, jednotn\u00e9ho a konzistentn\u00edho syst\u00e9mu akc\u00ed: od komunikace po spr\u00e1vu fanz\u00f3n, od \u0159\u00edzen\u00ed merchandisingu po politiku prodeje vstupenek, od online a offline aktivac\u00ed po goodwill. V\u0161e se po\u010d\u00edt\u00e1.<\/p>\n

    \r\n\r\n

    Nej\u010dast\u011bj\u0161\u00ed dotazy o div\u00e1c\u00edch, \u00fa\u010dastn\u00edc\u00edch a sportovn\u00edm marketingu<\/b><\/h2>\r\n \r\n
    \n
    \r\n\r\n

    \r\n Jak\u00fd je rozd\u00edl mezi div\u00e1ck\u00fdm a \u00fa\u010dastnick\u00fdm spot\u0159ebitelem 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 vyu\u017e\u00edvaj\u00ed sportovn\u00ed zna\u010dky rozd\u00edl mezi div\u00e1ky a praktikanty?<\/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 Pro\u010d maj\u00ed n\u011bkter\u00e9 sportovn\u00ed discipl\u00edny t\u00e9m\u011b\u0159 jen div\u00e1ky a jin\u00e9 t\u00e9m\u011b\u0159 jen praktikanty?<\/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 p\u0159i v\u00fdb\u011bru sportovn\u00edho sponzoringu?<\/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. 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