{"id":354779,"date":"2019-03-29T10:41:05","date_gmt":"2019-03-29T09:41:05","guid":{"rendered":"https:\/\/rtrsports.com\/sportovni-udalosti-a-turismus-proc-tato-kombinace-funguje\/"},"modified":"2026-09-17T13:22:09","modified_gmt":"2026-09-17T11:22:09","slug":"sportovni-udalosti-a-turismus-proc-tato-kombinace-funguje","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/sportovni-udalosti-a-turismus-proc-tato-kombinace-funguje\/","title":{"rendered":"Sportovn\u00ed ud\u00e1losti a turismus: pro\u010d tato kombinace funguje"},"content":{"rendered":"<p>Existuje rostouc\u00ed marketingov\u00e9 propojen\u00ed mezi sportem a geografick\u00fdmi \u00fazem\u00edmi, kter\u00e9 v posledn\u00edch letech nabylo st\u00e1le v\u011bt\u0161\u00ed d\u016fle\u017eitosti v krajin\u011b <a href=\"https:\/\/rtrsports.com\/cs\/blog\/sponzoring-sportu-definice-jak-funguje\/\"><strong>sportovn\u00edho sponzoringu<\/strong><\/a>. Na jedn\u00e9 stran\u011b maj\u00ed velk\u00e9 sportovn\u00ed ud\u00e1losti tu zvl\u00e1\u0161tnost, \u017ee umis\u0165uj\u00ed hostitelsk\u00e9 m\u00edsto p\u0159ed o\u010di stovek milion\u016f lid\u00ed. Pouto mezi ud\u00e1lost\u00ed a \u00fazem\u00edm se st\u00e1v\u00e1 neodd\u011bliteln\u00fdm: pomysleme na Indianapolis 500 nebo Daytonu, z\u00e1vody, kter\u00e9 definovaly m\u00edsto t\u00edm, \u017ee ho natrvalo zasadily do popul\u00e1rn\u00ed kultury. Nebo na zem\u011b, kter\u00e9 vyu\u017e\u00edvaj\u00ed Mistrovstv\u00ed sv\u011bta ve fotbale, Olympijsk\u00e9 hry nebo Grand Prix k tomu, aby se znovuzviditelily na sv\u011btov\u00e9 map\u011b: So\u010di, Baku, jihov\u00fdchodn\u00ed Asie.<\/p>\n<p>Na druh\u00e9 stran\u011b \u00fazem\u00ed, kter\u00e1 nemohou po\u0159\u00e1dat velk\u00e9 sportovn\u00ed ud\u00e1losti, vyu\u017e\u00edvaj\u00ed st\u00e1le \u010dast\u011bji sponzoring k propagaci &#8222;na d\u00e1lku&#8220; pro potenci\u00e1ln\u00ed turisty a investory. Velmi diskutovan\u00fd p\u0159\u00edpad &#8222;Visit Rwanda&#8220; na dresech Arsenalu je mo\u017en\u00e1 nejzn\u00e1m\u011bj\u0161\u00edm p\u0159\u00edkladem, ale rozhodn\u011b ne jedin\u00fdm.<\/p>\n<p>Toto propojen\u00ed mezi sportovn\u00edmi ud\u00e1lostmi a turismem lze shrnout do dvou odli\u0161n\u00fdch model\u016f:<\/p>\n<ul>\n<li><strong>P\u0159\u00edm\u00fd geomarketing<\/strong>: n\u00e1rod, region nebo m\u011bsto po\u0159\u00e1d\u00e1 sportovn\u00ed ud\u00e1losti na sv\u00e9m \u00fazem\u00ed s c\u00edlem podpo\u0159it svou ekonomiku a marketingov\u00e9 pozicionov\u00e1n\u00ed;<\/li>\n<li><strong>Nep\u0159\u00edm\u00fd geomarketing<\/strong>: n\u00e1rod, region nebo m\u011bsto vyu\u017e\u00edv\u00e1 sponzoring geograficky vzd\u00e1len\u00fdch t\u00fdm\u016f nebo sportovc\u016f ke zlep\u0161en\u00ed viditelnosti sv\u00e9ho \u00fazem\u00ed a p\u0159il\u00e1k\u00e1n\u00ed turist\u016f a investor\u016f.<\/li>\n<\/ul>\n<h2>V\u0161e z\u00e1vis\u00ed na c\u00edlech<\/h2>\n<p>Velk\u00e1 sportovn\u00ed ud\u00e1lost m\u00e1 bezprost\u0159edn\u00ed moc um\u00edstit m\u00edsto, m\u011bsto nebo n\u00e1rod na sv\u011btovou mapu. V mnoha p\u0159\u00edpadech, jako jsou Olympijsk\u00e9 hry nebo Mistrovstv\u00ed sv\u011bta ve fotbale, je ud\u00e1lost tak\u00e9 p\u0159\u00edle\u017eitost\u00ed k modernizaci infrastruktury, v\u00fdstavb\u011b nov\u00fdch \u010dtvrt\u00ed a p\u0159ehodnocen\u00ed dopravn\u00edho syst\u00e9mu. To se stalo v Barcelon\u011b, kde Olympijsk\u00e9 hry z roku 1992 radik\u00e1ln\u011b prom\u011bnily m\u011bsto.<\/p>\n<p>Kdy\u017e se n\u00e1rod nebo m\u011bsto rozhodne hostit kolo putovn\u00ed ud\u00e1losti, jako je <a href=\"https:\/\/rtrsports.com\/cs\/sponzoring-motogp\/\"><strong>MotoGP<\/strong><\/a>, b\u00fdv\u00e1 \u00fa\u010del \u010dasto takti\u010dt\u011bj\u0161\u00ed: t\u011b\u017eit z bezprost\u0159edn\u00edho ekonomick\u00e9ho dopadu na \u00fazem\u00ed. Pohostinsk\u00fd pr\u016fmysl, obchody a jin\u00e9 m\u00edstn\u00ed podniky enormn\u011b profituj\u00ed z dav\u016f pln\u00edc\u00edch m\u011bsto o v\u00edkendu. M\u011bsta hostuj\u00edc\u00ed Grand Prix MotoGP vykazuj\u00ed pr\u016fm\u011brn\u00fd n\u00e1r\u016fst tr\u017eeb pohostinstv\u00ed o 20-40 % o z\u00e1vodn\u00edch v\u00edkendech, s multiplika\u010dn\u00edm efektem zasahuj\u00edc\u00edm cel\u00fd m\u00edstn\u00ed turistick\u00fd dodavatelsk\u00fd \u0159et\u011bzec.<\/p>\n<h2>Sport a turismus: \u010dty\u0159i oblasti strategick\u00e9ho p\u0159ekr\u00fdv\u00e1n\u00ed<\/h2>\n<p>Vztah mezi sportem a turistikou ekonomiky nen\u00ed nikdy jednoduch\u00fd ani p\u0159\u00edm\u00fd. Existuj\u00ed nejm\u00e9n\u011b \u010dty\u0159i oblasti strategick\u00e9ho p\u0159ekr\u00fdv\u00e1n\u00ed, kter\u00e9 stoj\u00ed za to prozkoumat:<\/p>\n<p><strong>1. Destina\u010dn\u00ed marketing prost\u0159ednictv\u00edm jm\u00e9na ud\u00e1losti.<\/strong> Kdy\u017e ud\u00e1lost nese n\u00e1zev m\u011bsta (Grand Prix Valencie, Velk\u00e1 cena Velk\u00e9 Brit\u00e1nie), m\u00edsto se st\u00e1v\u00e1 ned\u00edlnou sou\u010d\u00e1st\u00ed sportovn\u00ed zna\u010dky. Poka\u017ed\u00e9, kdy\u017e je tato ud\u00e1lost zm\u00edn\u011bna, destinace z\u00edsk\u00e1v\u00e1 bezplatnou viditelnost.<\/p>\n<p><strong>2. Geografi\u010dt\u00ed ambasado\u0159i zna\u010dky.<\/strong> N\u00e1rody nebo regiony appearing na dresech mezin\u00e1rodn\u011b proslul\u00fdch sportovc\u016f nebo t\u00fdm\u016f z\u00edsk\u00e1vaj\u00ed nep\u0159etr\u017eitou medi\u00e1ln\u00ed expozici, kterou by bylo obt\u00ed\u017en\u00e9 a n\u00e1kladn\u00e9 replikovat prost\u0159ednictv\u00edm tradi\u010dn\u00edch reklamn\u00edch kan\u00e1l\u016f.<\/p>\n<p><strong>3. Aktivn\u00ed sportovn\u00ed turismus.<\/strong> Fanou\u0161ci cestuj\u00ed, aby sledovali sv\u00e9 obl\u00edben\u00e9 t\u00fdmy a sportovce. Grand Prix MotoGP p\u0159itahuje des\u00edtky tis\u00edc nad\u0161enc\u016f z cel\u00e9ho sv\u011bta s v\u00fddajovou kapacitou nad pr\u016fm\u011brn\u00fdm turistou.<\/p>\n<p><strong>4. Infrastruktur\u00e1ln\u00ed d\u011bdictv\u00ed.<\/strong> Za\u0159\u00edzen\u00ed postaven\u00e1 pro sportovn\u00ed ud\u00e1losti se \u010dasto st\u00e1vaj\u00ed trval\u00fdmi aktivy, kter\u00e1 generuj\u00ed hodnotu pro \u00fazem\u00ed dlouho po skon\u010den\u00ed ud\u00e1losti.<\/p>\n<h2>MotoGP jako n\u00e1stroj destina\u010dn\u00edho marketingu<\/h2>\n<p>MotoGP p\u0159edstavuje jeden z nejzaj\u00edmav\u011bj\u0161\u00edch p\u0159\u00edklad\u016f tohoto vztahu mezi sportem a \u00fazem\u00edm. S <strong>22 Grand Prix na 4 kontinentech<\/strong> nav\u0161t\u011bvuje \u0161ampion\u00e1t ka\u017edoro\u010dn\u011b n\u011bkter\u00e9 z nejd\u016fle\u017eit\u011bj\u0161\u00edch destinac\u00ed sv\u011bta: od Malajsie po Argentinu, od Indon\u00e9sie po Spojen\u00e9 st\u00e1ty, od Asie po srdce Evropy. Samotn\u00fd fakt hostov\u00e1n\u00ed Grand Prix sd\u011bluje sv\u011btu, \u017ee destinace spl\u0148uje mezin\u00e1rodn\u00ed standardy.<\/p>\n<p>Nen\u00ed n\u00e1hodou, \u017ee mnoho rozv\u00edjej\u00edc\u00edch se zem\u00ed investovalo do v\u00fdstavby mezin\u00e1rodn\u00edch okruh\u016f s deklarovan\u00fdm c\u00edlem repozicionovat svou zemi na sv\u011btov\u00e9 sc\u00e9n\u011b. Katar investoval miliardy do sportovn\u00ed infrastruktury; Kazachst\u00e1n se etabluje jako nov\u00e1 evropsk\u00e1 destinace motorsportu; Indon\u00e9sie ned\u00e1vno zrenovovala okruh Mandalika. Ve v\u0161ech t\u011bchto p\u0159\u00edpadech je sport n\u00e1strojem m\u011bkk\u00e9 s\u00edly a destina\u010dn\u00edho marketingu.<\/p>\n<p>Pro zna\u010dky p\u016fsob\u00edc\u00ed v sektoru turismu a pohostinstv\u00ed nebo usiluj\u00edc\u00ed o upevn\u011bn\u00ed sv\u00e9 pozice na konkr\u00e9tn\u00edch geografick\u00fdch trz\u00edch nab\u00edz\u00ed <a href=\"https:\/\/rtrsports.com\/cs\/sponzoring-motogp\/\"><strong>sponzoring MotoGP<\/strong><\/a> jedine\u010dnou p\u0159\u00edle\u017eitost: p\u0159\u00edstup k v\u011brn\u00e9mu glob\u00e1ln\u00edmu publiku, rozlo\u017een\u00e9mu p\u0159esn\u011b na trz\u00edch, kde je turistick\u00fd r\u016fst nejdynami\u010dt\u011bj\u0161\u00ed.<\/p>\n<h2>Nej\u010dast\u011bj\u0161\u00ed dotazy: sport, turismus a sponzoring<\/h2>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>Frequently Asked Questions<\/b><\/h2>\r\n        \r\n        <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Jak\u00e9 je propojen\u00ed mezi sportovn\u00edmi ud\u00e1lostmi a turismem?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <\/p>\n<p>Sportovn\u00ed ud\u00e1losti generuj\u00ed p\u0159\u00edm\u00e9 turistick\u00e9 toky (fanou\u0161ci cestuj\u00edc\u00ed za ud\u00e1lost\u00ed) a nep\u0159\u00edm\u00e9 (zv\u00fd\u0161en\u00e1 viditelnost hostitelsk\u00e9 destinace v glob\u00e1ln\u00edm m\u011b\u0159\u00edtku). M\u011bsta hostuj\u00edc\u00ed Grand Prix MotoGP nap\u0159\u00edklad zaznamen\u00e1vaj\u00ed pr\u016fm\u011brn\u00fd n\u00e1r\u016fst tr\u017eeb pohostinstv\u00ed o 20-40 % o z\u00e1vodn\u00edch v\u00edkendech, s multiplika\u010dn\u00edm efektem zasahuj\u00edc\u00edm celou m\u00edstn\u00ed ekonomiku.<\/p>\n<p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Co je sportovn\u00ed geomarketing?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <\/p>\n<p>Sportovn\u00ed geomarketing je vyu\u017eit\u00ed sportu a sportovn\u00edho sponzoringu k propagaci \u00fazem\u00ed, m\u011bsta nebo n\u00e1roda. M\u016f\u017ee b\u00fdt p\u0159\u00edm\u00fd (po\u0159\u00e1d\u00e1n\u00ed ud\u00e1losti) nebo nep\u0159\u00edm\u00fd (sponzoring sportovce nebo t\u00fdmu za \u00fa\u010delem z\u00edsk\u00e1n\u00ed mezin\u00e1rodn\u00ed viditelnosti). Nejzn\u00e1m\u011bj\u0161\u00ed p\u0159\u00edpad je &#8222;Visit Rwanda&#8220; na dresech Arsenalu, ale v motorsportu existuj\u00ed des\u00edtky podobn\u00fdch operac\u00ed, kde ekonomick\u00fd a imageov\u00fd dopad je obzvl\u00e1\u0161t\u011b v\u00fdznamn\u00fd.<\/p>\n<p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Pro\u010d je MotoGP \u00fa\u010dinn\u00fdm n\u00e1strojem destina\u010dn\u00edho marketingu?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <\/p>\n<p>Proto\u017ee je to \u0161ampion\u00e1t s 22 Grand Prix na 4 kontinentech, glob\u00e1ln\u00edm publikem p\u0159es 400 milion\u016f div\u00e1k\u016f za sez\u00f3nu a vysoce v\u011brnou fanou\u0161kovskou z\u00e1kladnou. Hostitelsk\u00e1 m\u011bsta z\u00edsk\u00e1vaj\u00ed mezin\u00e1rodn\u00ed medi\u00e1ln\u00ed viditelnost, zat\u00edmco zna\u010dky sponzoruj\u00edc\u00ed MotoGP p\u0159istupuj\u00ed p\u0159esn\u011b na geografick\u00e9 trhy, kde turismus a spot\u0159eba st\u0159edn\u00ed a\u017e vy\u0161\u0161\u00ed t\u0159\u00eddy siln\u011b roste.<\/p>\n<p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Jak m\u016f\u017ee turistick\u00e1 zna\u010dka vyu\u017e\u00edt sportovn\u00ed sponzoring?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <\/p>\n<p>T\u0159emi hlavn\u00edmi zp\u016fsoby: (1) zvy\u0161ov\u00e1n\u00edm pov\u011bdom\u00ed o zna\u010dce na konkr\u00e9tn\u00edch geografick\u00fdch trz\u00edch, kde chce zna\u010dka r\u016fst; (2) vytv\u00e1\u0159en\u00edm obsahu a storytellingu spojen\u00e9ho se z\u00e1\u017eitkem z cestov\u00e1n\u00ed a sportovn\u00ed ud\u00e1losti; (3) aktivac\u00ed komer\u010dn\u00edch partnerstv\u00ed s fanou\u0161ky, kte\u0159\u00ed cestuj\u00ed za sv\u00fdm obl\u00edben\u00fdm sportem, segment s demografick\u00fdm profilem a ochotou utr\u00e1cet nad pr\u016fm\u011brem. RTR Sports Marketing spravuje tyto aktivace v motorsportu v\u00edce ne\u017e 30 let.<\/p>\n<p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Kter\u00fd sport je nej\u00fa\u010dinn\u011bj\u0161\u00ed pro turistickou propagaci destinace?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <\/p>\n<p>Z\u00e1vis\u00ed na c\u00edlov\u00e9m trhu. MotoGP je obzvl\u00e1\u0161t\u011b \u00fa\u010dinn\u00e1 pro destinace cht\u011bj\u00edc\u00ed r\u016fst v Asii (Japonsko, Indon\u00e9sie, Malajsie, Thajsko) a Latinsk\u00e9 Americe (Argentina, Braz\u00edlie). Formule 1 p\u0159es vy\u0161\u0161\u00ed n\u00e1klady m\u00e1 siln\u011bj\u0161\u00ed penetraci na bl\u00edzkov\u00fdchodn\u00edch trz\u00edch a v Z\u00e1padn\u00ed Evrop\u011b. Motorsport obecn\u011b nab\u00edz\u00ed geografick\u00e9 pokryt\u00ed obt\u00ed\u017en\u011b replikovateln\u00e9 jin\u00fdmi sporty. <a href=\"https:\/\/rtrsports.com\/cs\/sponzoring-motogp\/\">Kontaktujte RTR Sports pro personalizovan\u00e9 hodnocen\u00ed<\/a>.<\/p>\n<p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n\r\n    <\/div>\r\n    \n","protected":false},"excerpt":{"rendered":"<p>Existuje rostouc\u00ed marketingov\u00e9 propojen\u00ed mezi sportem a geografick\u00fdmi \u00fazem\u00edmi, kter\u00e9 v posledn\u00edch letech nabylo st\u00e1le v\u011bt\u0161\u00ed d\u016fle\u017eitosti v krajin\u011b sportovn\u00edho sponzoringu. Na jedn\u00e9 stran\u011b maj\u00ed velk\u00e9 sportovn\u00ed ud\u00e1losti tu zvl\u00e1\u0161tnost, \u017ee umis\u0165uj\u00ed hostitelsk\u00e9 m\u00edsto p\u0159ed o\u010di stovek milion\u016f lid\u00ed. Pouto mezi ud\u00e1lost\u00ed a \u00fazem\u00edm se st\u00e1v\u00e1 neodd\u011bliteln\u00fdm: pomysleme na Indianapolis 500 nebo Daytonu, z\u00e1vody, kter\u00e9 [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[],"class_list":["post-354779","post","type-post","status-publish","format-standard","hentry","category-motogp"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Sportovn\u00ed ud\u00e1losti a turismus: pro\u010d tato kombinace funguje - RTR Sports<\/title>\n<meta name=\"description\" content=\"Jak sportovn\u00ed ud\u00e1losti a sponzoring MotoGP se st\u00e1vaj\u00ed n\u00e1stroji destina\u010dn\u00edho marketingu. 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