{"id":354957,"date":"2019-03-21T15:09:41","date_gmt":"2019-03-21T14:09:41","guid":{"rendered":"https:\/\/rtrsports.com\/jak-sponzorovat-sportovni-tym-pruvodce-krok-za-krokem\/"},"modified":"2026-09-17T16:07:55","modified_gmt":"2026-09-17T14:07:55","slug":"jak-sponzorovat-sportovni-tym-pruvodce-krok-za-krokem","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/jak-sponzorovat-sportovni-tym-pruvodce-krok-za-krokem\/","title":{"rendered":"Jak sponzorovat sportovn\u00ed t\u00fdm: pr\u016fvodce krok za krokem"},"content":{"rendered":"

Prvn\u00ed krok: definovat c\u00edle d\u0159\u00edve ne\u017e cokoli jin\u00e9ho<\/h2>\n

Ot\u00e1zka, kter\u00e1 doprov\u00e1z\u00ed t\u00e9m\u011b\u0159 ka\u017ed\u00fd prvn\u00ed kontakt mezi firmou a sv\u011btem sportovn\u00edho sponzoringu, je t\u00e9m\u011b\u0159 v\u017edy stejn\u00e1: kde za\u010d\u00edt? Nen\u00ed to trivi\u00e1ln\u00ed ot\u00e1zka. Sponzorovat sportovn\u00ed t\u00fdm<\/strong> vy\u017eaduje mnohem v\u00edce ne\u017e podepsanou smlouvu a logo p\u0159i\u0161it\u00e9 na dres. Vy\u017eaduje jasnost c\u00edle, metodick\u00fd v\u00fdb\u011br sportovn\u00edho partnera, p\u0159esn\u00e9 dohody o aktivac\u00edch a na\u010dasov\u00e1n\u00ed, kter\u00e9 lze jen z\u0159\u00eddka improvizovat.<\/p>\n

Nejprve je t\u0159eba se zeptat, \u010deho vlastn\u011b chcete dos\u00e1hnout. Pov\u011bdom\u00ed o zna\u010dce? Generov\u00e1n\u00ed potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f? Vztahy B2B? Zapojen\u00ed zam\u011bstnanc\u016f? Vstup na konkr\u00e9tn\u00ed trh? Ka\u017ed\u00fd c\u00edl vede k jin\u00e9mu typu sponzoringu, jin\u00e9mu sportu a jin\u00e9 \u00farovni partnera. Firma, kter\u00e1 chce oslovit maloobchodn\u00ed spot\u0159ebitele v jihov\u00fdchodn\u00ed Asii, by nem\u011bla hodnotit sponzoring stejn\u00fdm zp\u016fsobem jako pr\u016fmyslov\u00fd hr\u00e1\u010d B2B, kter\u00fd chce pos\u00edlit vztahy s distributory v Evrop\u011b.<\/p>\n

V\u00fdb\u011br spr\u00e1vn\u00e9ho sportu a spr\u00e1vn\u00e9ho t\u00fdmu<\/h2>\n

Jakmile je c\u00edl jasn\u00fd, v\u00fdb\u011br sportu a t\u00fdmu se st\u00e1v\u00e1 strategick\u00fdm cvi\u010den\u00edm. Neexistuje univers\u00e1ln\u011b spr\u00e1vn\u00e1 odpov\u011b\u010f. Fotbal, Formule 1, MotoGP, tenis, cyklistika, placht\u011bn\u00ed \u2014 ka\u017ed\u00fd m\u00e1 sv\u00e9 vlastn\u00ed publikum, sv\u016fj geografick\u00fd dosah, sv\u016fj demografick\u00fd profil a sv\u00e9 aktiva\u010dn\u00ed p\u0159\u00edle\u017eitosti. Luxusn\u00ed zna\u010dka hledaj\u00edc\u00ed pr\u00e9miov\u00e9 um\u00edst\u011bn\u00ed a mezin\u00e1rodn\u00ed viditelnost bude hodnotit motorsport zcela jinak ne\u017e spot\u0159ebitelsk\u00e1 FMCG zna\u010dka hledaj\u00edc\u00ed masov\u00fd dosah v ji\u017en\u00ed Evrop\u011b.<\/p>\n

N\u011bkolik praktick\u00fdch krit\u00e9ri\u00ed v\u00fdb\u011bru: velikost publika a demografick\u00e1 shoda s c\u00edlov\u00fdm z\u00e1kazn\u00edkem; geografick\u00e1 p\u0159\u00edtomnost \u0161ampion\u00e1tu nebo t\u00fdmu; medi\u00e1ln\u00ed pokryt\u00ed, jak televizn\u00ed, tak digit\u00e1ln\u00ed; vlastn\u00ed produkce obsahu a dosah t\u00fdmu na soci\u00e1ln\u00edch s\u00edt\u00edch; komer\u010dn\u00ed z\u00e1ruky exkluzivity nab\u00edzen\u00e9 sponzor\u016fm. P\u0159i sponzoringu MotoGP<\/strong><\/a> zejm\u00e9na, kombinace glob\u00e1ln\u00edho dosahu (22 z\u00e1vod\u016f na 4 kontinentech), bohat\u00e9ho a technologicky zdatn\u00e9ho publika a m\u00e9n\u011b konkuren\u010dn\u00edho sponzorsk\u00e9ho prost\u0159ed\u00ed ve srovn\u00e1n\u00ed s Formul\u00ed 1 z n\u011bj \u010din\u00ed atraktivn\u00ed mo\u017enost pro zna\u010dky poprv\u00e9 zkoumaj\u00edc\u00ed motorsport.<\/p>\n

Vyjedn\u00e1v\u00e1n\u00ed a aktivace sponzoringu<\/h2>\n

Dohoda nen\u00ed jen licenc\u00ed na logo. Dob\u0159e strukturovan\u00e1 sponzorsk\u00e1 smlouva jasn\u011b stanovuje pr\u00e1va a povinnosti: jak\u00e1 aktiva sponzor obdr\u017e\u00ed (um\u00edst\u011bn\u00ed loga, p\u0159\u00edstup na akce, pr\u00e1va k obsahu, vstupenky na hospitality, zm\u00ednky na soci\u00e1ln\u00edch s\u00edt\u00edch), v jak\u00e9m perimetru exkluzivity, jak dlouho a s jak\u00fdmi o\u010dek\u00e1van\u00fdmi v\u00fdkonnostn\u00edmi ukazateli od obou stran.<\/p>\n

Aktivace je m\u00edsto, kde se generuje nebo ztr\u00e1c\u00ed v\u011bt\u0161ina hodnoty. Logo na dresu bez aktivace je jen n\u00e1lepka. Zna\u010dky, kter\u00e9 ze sv\u00fdch sportovn\u00edch partnerstv\u00ed z\u00edsk\u00e1vaj\u00ed maxim\u00e1ln\u00ed hodnotu, tak \u010din\u00ed prost\u0159ednictv\u00edm konzistentn\u00ed aktivace: hospitality akce pro z\u00e1bavu cenn\u00fdch klient\u016f, co-brandov\u00fd obsah roz\u0161i\u0159uj\u00edc\u00ed p\u0159\u00edb\u011bh sponzoringu na soci\u00e1ln\u00edch a digit\u00e1ln\u00edch kan\u00e1lech, PR kampan\u011b buduj\u00edc\u00ed p\u0159\u00edb\u011bh kolem partnerstv\u00ed a intern\u00ed programy zapojen\u00ed, kter\u00e9 z zam\u011bstnanc\u016f d\u011blaj\u00ed hrd\u00e9 velvyslance partnerstv\u00ed.<\/p>\n

M\u011b\u0159en\u00ed n\u00e1vratnosti sponzoringu<\/h2>\n

M\u011b\u0159en\u00ed je discipl\u00edna, kter\u00e1 transformuje sponzoring z n\u00e1kladu na investici. Kl\u00ed\u010dov\u00e9 metriky z\u00e1vis\u00ed na stanoven\u00e9m c\u00edli: pro kampa\u0148 pov\u011bdom\u00ed o zna\u010dce se m\u011b\u0159\u00ed ekvivalentn\u00ed medi\u00e1ln\u00ed hodnota, dosah a sentiment publika; pro c\u00edl generov\u00e1n\u00ed potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f se sleduj\u00ed konverze spojen\u00e9 s kampan\u011bmi specifick\u00fdmi pro sponzoring; pro B2B c\u00edle se m\u011b\u0159\u00ed po\u010det a kvalita obchodn\u00edch sch\u016fzek usnadn\u011bn\u00fdch partnerstv\u00edm.<\/p>\n

Prvn\u00edm krokem je v\u017edy stanoven\u00ed z\u00e1kladn\u00ed linie p\u0159ed aktivac\u00ed. Druh\u00fdm je dohoda s dr\u017eitelem pr\u00e1v o datech, kter\u00e1 bude sd\u00edlet b\u011bhem partnerstv\u00ed. Profesion\u00e1ln\u00ed partner bude transparentn\u00ed ohledn\u011b v\u00fdstup\u016f a reportingu.<\/p>\n

Nej\u010dast\u011bj\u0161\u00ed dotazy ohledn\u011b sponzorov\u00e1n\u00ed sportovn\u00edch t\u00fdm\u016f<\/h2>\n
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Frequently Asked Questions<\/b><\/h2>\r\n \r\n
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\r\n Kolik stoj\u00ed sponzorov\u00e1n\u00ed sportovn\u00edho t\u00fdmu?<\/b>\r\n <\/h3>\r\n\r\n
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N\u00e1klady se enormn\u011b li\u0161\u00ed v z\u00e1vislosti na sportu, \u00farovni t\u00fdmu nebo \u0161ampion\u00e1tu a aktivech obsa\u017een\u00fdch v bal\u00ed\u010dku. Men\u0161\u00ed sponzoring t\u00fdmu Moto2 nebo Moto3 m\u016f\u017ee za\u010d\u00ednat na des\u00edtk\u00e1ch tis\u00edc eur za sez\u00f3nu; titul\u00e1rn\u00ed sponzoring tov\u00e1rn\u00edho t\u00fdmu MotoGP je v zcela jin\u00e9m \u0159\u00e1du velikosti. Spr\u00e1vn\u00e1 ot\u00e1zka nen\u00ed „kolik to stoj\u00ed?“ ale „jak\u00e1 je minim\u00e1ln\u00ed investice, kter\u00e1 mi umo\u017en\u00ed dos\u00e1hnout m\u00e9ho konkr\u00e9tn\u00edho c\u00edle?“ RTR Sports Marketing<\/a> v\u00e1m m\u016f\u017ee pomoci definovat tento pr\u00e1h na z\u00e1klad\u011b va\u0161eho trhu, publika a c\u00edl\u016f.<\/p>\n

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\r\n Jak\u00e1 pr\u00e1va sponzor od sportovn\u00edho t\u00fdmu obdr\u017e\u00ed?<\/b>\r\n <\/h3>\r\n\r\n
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Nejb\u011b\u017en\u011bj\u0161\u00ed pr\u00e1va zahrnuj\u00ed: um\u00edst\u011bn\u00ed loga na v\u00fdstroji, vozidle nebo pozad\u00ed; hospitality p\u0159\u00edstup na akc\u00edch; pr\u00e1va k produkci co-brandov\u00e9ho obsahu; zm\u00ednky na soci\u00e1ln\u00edch s\u00edt\u00edch; um\u00edst\u011bn\u00ed produktu v komunikaci t\u00fdmu; data a medi\u00e1ln\u00ed reporty. P\u0159esn\u00fd bal\u00ed\u010dek z\u00e1vis\u00ed na \u00farovni sponzoringu a vyjedn\u00e1v\u00e1n\u00ed.<\/p>\n

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\r\n Jak\u00fd je rozd\u00edl mezi sponzoringem a reklamn\u00ed investic\u00ed?<\/b>\r\n <\/h3>\r\n\r\n
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Reklama kupuje prostor a \u010das: plat\u00edte za slot a kontrolujete sd\u011blen\u00ed. Sponzoring kupuje asociaci: propojujete svou zna\u010dku s entitou (t\u00fdm, akce, sportovec) a t\u011b\u017e\u00edte z jej\u00edho publika, emoc\u00ed a d\u016fv\u011bry. Sponzoring je slo\u017eit\u011bj\u0161\u00ed na \u0159\u00edzen\u00ed, ale generuje hloubku zapojen\u00ed, kter\u00e9 tradi\u010dn\u00ed reklama jen z\u0159\u00eddka dosahuje.<\/p>\n

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\r\n Jak efektivn\u011b aktivovat sportovn\u00ed sponzoring?<\/b>\r\n <\/h3>\r\n\r\n
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Efektivn\u00ed aktivace sportovn\u00edho sponzoringu znamen\u00e1 vyu\u017e\u00edvat nabyt\u00e1 pr\u00e1va k vytv\u00e1\u0159en\u00ed hmatateln\u00e9 hodnoty nad r\u00e1mec viditelnosti loga. To zahrnuje: organizov\u00e1n\u00ed hospitality akc\u00ed s kl\u00ed\u010dov\u00fdmi klienty, produkci obsahu vypr\u00e1v\u011bj\u00edc\u00edho p\u0159\u00edb\u011bh partnerstv\u00ed, integraci zna\u010dky t\u00fdmu do vlastn\u00edch produktov\u00fdch kampan\u00ed, vyu\u017eit\u00ed sportovc\u016f pro endorsement a co-brandovanou komunikaci. Obecn\u00e9 pravidlo \u0159\u00edk\u00e1 v\u011bnovat na aktivaci alespo\u0148 tolik, kolik na samotn\u00e1 pr\u00e1va.<\/p>\n

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\r\n Je MotoGP dobrou platformou pro B2B sponzoring?<\/b>\r\n <\/h3>\r\n\r\n
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Ano, zvl\u00e1\u0161t\u011b. Paddock MotoGP na ka\u017ed\u00e9 Grand Prix shroma\u017e\u010fuje vrcholn\u00e9 mana\u017eery, distributory a hodnotn\u00e9 stakeholdery z cel\u00e9ho sv\u011bta. Neform\u00e1ln\u00ed, exkluzivn\u00ed prost\u0159ed\u00ed motorsportov\u00e9ho hospitality je ide\u00e1ln\u00ed pro zah\u00e1jen\u00ed a rozv\u00edjen\u00ed obchodn\u00edch vztah\u016f, kter\u00e9 v form\u00e1ln\u00edch zasedac\u00edch m\u00edstnostech jen z\u0159\u00eddka nal\u00e9zaj\u00ed spr\u00e1vn\u00e9 podm\u00ednky. Prozkoumejte B2B sponzoringov\u00e9 mo\u017enosti v MotoGP<\/a> s RTR Sports Marketing.<\/p>\n

\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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Prvn\u00ed krok: definovat c\u00edle d\u0159\u00edve ne\u017e cokoli jin\u00e9ho Ot\u00e1zka, kter\u00e1 doprov\u00e1z\u00ed t\u00e9m\u011b\u0159 ka\u017ed\u00fd prvn\u00ed kontakt mezi firmou a sv\u011btem sportovn\u00edho sponzoringu, je t\u00e9m\u011b\u0159 v\u017edy stejn\u00e1: kde za\u010d\u00edt? Nen\u00ed to trivi\u00e1ln\u00ed ot\u00e1zka. Sponzorovat sportovn\u00ed t\u00fdm vy\u017eaduje mnohem v\u00edce ne\u017e podepsanou smlouvu a logo p\u0159i\u0161it\u00e9 na dres. Vy\u017eaduje jasnost c\u00edle, metodick\u00fd v\u00fdb\u011br sportovn\u00edho partnera, p\u0159esn\u00e9 dohody o […]<\/p>\n","protected":false},"author":17,"featured_media":157724,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20121,20122],"tags":[],"class_list":["post-354957","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sport-sponsorship-2","category-sports-marketing-2"],"acf":[],"contentshake_article_id":"","yoast_head":"\nJak sponzorovat sportovn\u00ed t\u00fdm: pr\u016fvodce krok za krokem - RTR Sports<\/title>\n<meta name=\"description\" content=\"Praktick\u00fd pr\u016fvodce sponzorov\u00e1n\u00edm sportovn\u00edho t\u00fdmu: definov\u00e1n\u00ed c\u00edl\u016f, v\u00fdb\u011br spr\u00e1vn\u00e9ho sportu, vyjedn\u00e1n\u00ed dohody a m\u011b\u0159en\u00ed ROI. 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