{"id":355325,"date":"2019-04-03T08:28:47","date_gmt":"2019-04-03T06:28:47","guid":{"rendered":"https:\/\/rtrsports.com\/priklady-aktivace-sponzorstvi-co-funguje-a-proc-2\/"},"modified":"2026-09-17T18:38:30","modified_gmt":"2026-09-17T16:38:30","slug":"priklady-aktivace-sponzorstvi-co-funguje-a-proc-2","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/priklady-aktivace-sponzorstvi-co-funguje-a-proc-2\/","title":{"rendered":"P\u0159\u00edklady Aktivace Sponzorstv\u00ed: Co Funguje a Pro\u010d"},"content":{"rendered":"<p>V\u00edte, \u017ee chcete investovat do sportu. M\u00e1te jasnou p\u0159edstavu o tom, kter\u00e9 discipl\u00edny nejl\u00e9pe odpov\u00eddaj\u00ed va\u0161\u00ed zna\u010dce a jak by va\u0161i z\u00e1kazn\u00edci mohli reagovat na r\u016fzn\u00e9 typy partnerstv\u00ed. Ale v\u00edte skute\u010dn\u011b, zda va\u0161e <strong>aktivace sponzorstv\u00ed<\/strong> p\u0159inesou v\u00fdsledky, kter\u00e9 o\u010dek\u00e1v\u00e1te?<\/p>\n<p>Up\u0159\u00edmn\u00e1 odpov\u011b\u010f zn\u00ed: pravd\u011bpodobn\u011b ne \u2014 dokud nem\u00e1te konkr\u00e9tn\u00ed p\u0159\u00edklady, ze kter\u00fdch se lze pou\u010dit. Dobr\u00e1 zpr\u00e1va je, \u017ee existuj\u00ed vynikaj\u00edc\u00ed, zdokumentovan\u00e9 a m\u011b\u0159iteln\u00e9 p\u0159\u00edpadov\u00e9 studie, kter\u00e9 ukazuj\u00ed, co funguje a pro\u010d. Zde je v\u00fdb\u011br nejlep\u0161\u00edch <strong>p\u0159\u00edklad\u016f aktivace sportovn\u00edho sponzorstv\u00ed<\/strong>, se\u0159azen\u00fdch podle typu, s daty, kter\u00e1 je \u010din\u00ed p\u0159esv\u011bd\u010div\u00fdmi.<\/p>\n<h2>Roz\u0161\u00ed\u0159en\u00e1 realita: Nike a kampa\u0148 Epic React<\/h2>\n<p>Spot\u0159ebitel\u00e9 st\u00e1le v\u00edce hledaj\u00ed skute\u010dn\u011b pohlcuj\u00edc\u00ed z\u00e1\u017eitky. Jedn\u00edm z nej\u00fa\u010dinn\u011bj\u0161\u00edch n\u00e1stroj\u016f, jak toho dos\u00e1hnout \u2014 zejm\u00e9na v kontextu sportovn\u00edho sponzorstv\u00ed \u2014 je <strong>gamifikace<\/strong>. Nike vyu\u017eilo roz\u0161\u00ed\u0159enou realitu k tomu, aby um\u00edstilo publikum z Los Angeles do virtu\u00e1ln\u00ed videohry b\u011bhem uveden\u00ed bot Epic React na trh. T\u0159\u00eddenn\u00ed aktivace p\u0159inesla <strong>1,5 milionu outdoorov\u00fdch zobrazen\u00ed<\/strong>, 4,4 milionu televizn\u00edch zhl\u00e9dnut\u00ed (d\u00edky Jimmymu Kimmelovi) a 25,6 milionu zobrazen\u00ed na Snapchatu.<\/p>\n<p>Princip, kter\u00fd z tohoto p\u0159\u00edpadu u\u010dinil jeden z nejcitovan\u011bj\u0161\u00edch v oboru, je jednoduch\u00fd: aktivace lidi zapojila nam\u00edsto toho, aby se jim jen ukazovala. Rozd\u00edl mezi div\u00e1kem a \u00fa\u010dastn\u00edkem je kl\u00ed\u010dem k modern\u00ed aktivaci.<\/p>\n<h2>Video obsah: od Gymkhany po 360 stup\u0148\u016f<\/h2>\n<p>Jedn\u00edm z nejvlivn\u011bj\u0161\u00edch p\u0159\u00edklad\u016f v historii aktivace motorsportu je s\u00e9rie <strong>Gymkhana<\/strong> jezdce Kena Blocka na YouTube. Videa \u2014 dnes referen\u010dn\u00ed p\u0159\u00edpadov\u00e9 studie ve sportovn\u00edm marketingu \u2014 organicky integrovala sponzory a vytv\u00e1\u0159ela obsah, kter\u00fd m\u011bl pro div\u00e1ky hodnotu bez ohledu na p\u0159\u00edtomnost zna\u010dky. V\u00fdsledek: masivn\u00ed organick\u00e9 sd\u00edlen\u00ed a zes\u00edlen\u00e1 viditelnost sponzor\u016f bez jak\u00e9hokoli vynucov\u00e1n\u00ed.<\/p>\n<p>Ve fotbale kluby jako <strong>Barcelona<\/strong>, <strong>Real Madrid<\/strong> a <strong>Paris Saint-Germain<\/strong> vyu\u017e\u00edvaly 360stup\u0148ov\u00e1 videa k tomu, aby fanou\u0161ky pono\u0159ily do tr\u00e9ninkov\u00fdch sezen\u00ed a ka\u017edodenn\u00edho \u017eivota klub\u016f, a samy se tak pozicionovaly jako organizace na \u0161pici digit\u00e1ln\u00ed komunikace. Video, dob\u0159e vyu\u017eit\u00e9, prom\u011b\u0148uje sponzorstv\u00ed ve storytelling.<\/p>\n<h2>Z\u00e1\u017eitkov\u00e9 aktivity: kdy fyzick\u00fd kontakt p\u0159ekon\u00e1v\u00e1 digit\u00e1ln\u00ed<\/h2>\n<p>Navzdory r\u016fstu digit\u00e1ln\u00edch aktivac\u00ed si \u017eiv\u00e9 ud\u00e1losti zachov\u00e1vaj\u00ed jedine\u010dnou schopnost vytv\u00e1\u0159et emocion\u00e1ln\u00ed spojen\u00ed s publikem. N\u011bkolik p\u0159\u00edklad\u016f <strong>z\u00e1\u017eitkov\u00e9 aktivace sponzorstv\u00ed<\/strong>, kter\u00e9 fungovaly obzvl\u00e1\u0161t\u011b dob\u0159e:<\/p>\n<ul>\n<li><strong>Coral<\/strong>: z\u00e1vody miniaturn\u00edch prasat pro publikum v Cheltenhamu \u2014 nezapomenuteln\u00e1 aktivace, dokonale slad\u011bn\u00e1 s positioningem s\u00e1zkov\u00e9 kancel\u00e1\u0159e.<\/li>\n<li><strong>William Hill<\/strong>: &#8222;interak\u010dn\u00ed body&#8220; v centru Cheltenhamu, p\u0159in\u00e1\u0161ej\u00edc\u00ed zna\u010dku za hranice z\u00e1vodn\u00edho prostoru.<\/li>\n<li><strong>Puma<\/strong>: b\u011b\u017eeck\u00e9 p\u00e1sy s energetick\u00fdmi trackery na Times Square v New Yorku \u2014 maxim\u00e1ln\u00ed viditelnost na jednom z nejru\u0161n\u011bj\u0161\u00edch m\u00edst na sv\u011bt\u011b.<\/li>\n<li><strong>NFL<\/strong>: celodenn\u00ed slavnost na Regent Street v Lond\u00fdn\u011b, kter\u00e1 prom\u011bnila n\u00e1kupn\u00ed ulici v do\u010dasnou sportovn\u00ed ar\u00e9nu.<\/li>\n<\/ul>\n<h2>Budov\u00e1n\u00ed dlouhodob\u00e9 hodnoty: Logitech, McLaren a Randstad<\/h2>\n<p>Nejlep\u0161\u00ed aktivace nekon\u010d\u00ed ud\u00e1lost\u00ed \u2014 buduj\u00ed hodnotu v \u010dase. Emblematick\u00fdm p\u0159\u00edkladem je <a href=\"https:\/\/rtrsports.com\/cs\/sponzoring-motogp\/\"><strong>partnerstv\u00ed Logitech a McLaren<\/strong><\/a> ve Formuli 1, kter\u00e9 d\u00edky asociaci s elitn\u00ed technologi\u00ed F1 p\u0159ineslo m\u011b\u0159iteln\u00fd n\u00e1r\u016fst prodeje hern\u00edch volantu. Spolupr\u00e1ce prok\u00e1zala, \u017ee sponzorstv\u00ed \u2014 spr\u00e1vn\u011b aktivovan\u00e9 \u2014 m\u016f\u017ee m\u00edt p\u0159\u00edm\u00fd dopad na tr\u017eby.<\/p>\n<p>Stejn\u011b v\u00fdznamn\u00e1 je zku\u0161enost person\u00e1ln\u00ed agentury <strong>Randstad<\/strong>, kter\u00e1 ve spolupr\u00e1ci s t\u00fdmem Williams vyvinula vzd\u011bl\u00e1vac\u00ed akademii pro talentovan\u00e9 mlad\u00e9 in\u017een\u00fdry. Aktivace, kter\u00e1 pos\u00edlila pozici spole\u010dnosti jako partnera technick\u00fdch talent\u016f, a nejen jako sportovn\u00ed zna\u010dky.<\/p>\n<h2>Soci\u00e1ln\u00ed s\u00edt\u011b a UGC: p\u0159\u00edklad Dunlop v MotoGP<\/h2>\n<p>Soci\u00e1ln\u00ed s\u00edt\u011b nab\u00edzej\u00ed mimo\u0159\u00e1dn\u00e9 p\u0159\u00edle\u017eitosti pro ty, kte\u0159\u00ed je um\u00ed strategicky vyu\u017e\u00edvat v r\u00e1mci sportovn\u00edho sponzorstv\u00ed. Vzorov\u00fd p\u0159\u00edpad poch\u00e1z\u00ed p\u0159\u00edmo ze sv\u011bta <a href=\"https:\/\/rtrsports.com\/cs\/sponzoring-motogp\/\"><strong>sponzorstv\u00ed MotoGP<\/strong><\/a>: \u0161pan\u011blsk\u00fd Dunlop vyvinul platformu FanPics, kter\u00e1 p\u0159inesla t\u00e9m\u011b\u0159 <strong>6 milion\u016f fotografi\u00ed s brandingem<\/strong>, 51 000 n\u00e1v\u0161t\u011bv c\u00edlov\u00e9 str\u00e1nky, 10 500 tag\u016f na Facebooku a m\u00edru tagov\u00e1n\u00ed 9 %. To v\u0161e p\u0159ed publikem 120 000 \u00fa\u010dastn\u00edk\u016f Grand Prix. Pozoruhodn\u00e9 v\u00fdsledky pro 90minutovou aktivaci.<\/p>\n<p>Ponau\u010den\u00ed je jasn\u00e9: kdy\u017e aktivace fanou\u0161k\u016fm nab\u00eddne n\u011bco hodnotn\u00e9ho \u2014 v p\u0159\u00edpad\u011b FanPics profesion\u00e1ln\u00ed vzpom\u00ednkovou fotografii \u2014 zna\u010dka z\u00edsk\u00e1 organickou expozici ve velk\u00e9m m\u011b\u0159\u00edtku.<\/p>\n<h2>\u010casto kladen\u00e9 ot\u00e1zky o aktivaci sponzorstv\u00ed<\/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>Co je aktivace sponzorstv\u00ed?<\/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>Aktivace sponzorstv\u00ed je souhrn \u010dinnost\u00ed, kter\u00e9 zna\u010dka prov\u00e1d\u00ed, aby co nejl\u00e9pe vyu\u017eila pr\u00e1va z\u00edskan\u00e1 prost\u0159ednictv\u00edm smlouvy o sportovn\u00edm sponzorstv\u00ed. Prom\u011b\u0148uje jednoduchou viditelnost loga v poutav\u00e9 z\u00e1\u017eitky pro publikum, generuje engagement, zapamatovatelnost zna\u010dky a m\u011b\u0159iteln\u00e9 obchodn\u00ed v\u00fdsledky. Bez aktivace p\u0159in\u00e1\u0161\u00ed sponzorstv\u00ed jen zlomek sv\u00e9ho potenci\u00e1lu.<\/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\u00fd je typick\u00fd rozpo\u010det na aktivaci sponzorstv\u00ed?<\/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>Obecn\u00e9 pravidlo v oboru \u0159\u00edk\u00e1, \u017ee aktiva\u010dn\u00ed rozpo\u010det by m\u011bl b\u00fdt alespo\u0148 roven n\u00e1klad\u016fm na samotn\u00e1 sponzorsk\u00e1 pr\u00e1va, a \u010dasto je to dvojn\u00e1sobek nebo trojn\u00e1sobek. Pokud utrat\u00edte X za sponzorskou smlouvu, m\u011bli byste po\u010d\u00edtat s t\u00edm, \u017ee utrat\u00edte alespo\u0148 X za aktivaci, abyste dos\u00e1hli o\u010dek\u00e1van\u00e9 n\u00e1vratnosti investice. Podinvestov\u00e1n\u00ed do aktivace je jednou z nej\u010dast\u011bj\u0161\u00edch a nejn\u00e1kladn\u011bj\u0161\u00edch chyb, kter\u00e9 m\u016f\u017ee zna\u010dka ud\u011blat.<\/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\u00e9 typy aktivace jsou nej\u00fa\u010dinn\u011bj\u0161\u00ed pro sponzorstv\u00ed MotoGP?<\/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>Nej\u00fa\u010dinn\u011bj\u0161\u00ed aktivace v MotoGP kombinuj\u00ed fyzickou p\u0159\u00edtomnost v paddocku a na z\u00e1vodn\u00edch okruz\u00edch s digit\u00e1ln\u00ed strategi\u00ed, kter\u00e1 zesiluje obsah vytvo\u0159en\u00fd na\u017eivo. Fanou\u0161kovsk\u00e9 z\u00e1\u017eitky, video obsah, UGC na soci\u00e1ln\u00edch s\u00edt\u00edch a AR kampan\u011b prok\u00e1zaly nejlep\u0161\u00ed v\u00fdsledky. Volba z\u00e1vis\u00ed na konkr\u00e9tn\u00edch c\u00edlech zna\u010dky: pov\u011bdom\u00ed, generov\u00e1n\u00ed lead\u016f, engagement nebo p\u0159\u00edm\u00fd prodej. <a href=\"https:\/\/rtrsports.com\/cs\/sponzoring-motogp\/\">RTR Sports Marketing<\/a> pom\u00e1h\u00e1 zna\u010dk\u00e1m naj\u00edt optim\u00e1ln\u00ed kombinaci.<\/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 se m\u011b\u0159\u00ed \u00fasp\u011bch aktivace sponzorstv\u00ed?<\/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>Metriky z\u00e1vis\u00ed na c\u00edlech. Pro aktivace pov\u011bdom\u00ed se m\u011b\u0159\u00ed zobrazen\u00ed, dosah a zhl\u00e9dnut\u00ed; pro aktivace zapojen\u00ed se analyzuj\u00ed interakce, vygenerovan\u00e9 UGC a m\u00edra \u00fa\u010dasti; pro obchodn\u011b orientovan\u00e9 aktivace se sleduj\u00ed leady, prodeje a zm\u011bny v zapamatovatelnosti zna\u010dky. Nejlep\u0161\u00ed aktiva\u010dn\u00ed programy definuj\u00ed KPI p\u0159ed ud\u00e1lost\u00ed a systematicky je m\u011b\u0159\u00ed po n\u00ed.<\/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>Mohu prov\u00e1d\u011bt aktivace sponzorstv\u00ed s omezen\u00fdm rozpo\u010dtem?<\/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>Ano. N\u011bkter\u00e9 z nej\u00fa\u010dinn\u011bj\u0161\u00edch aktivac\u00ed nevy\u017eaduj\u00ed velk\u00e9 rozpo\u010dty, ale kreativitu a znalost vlastn\u00edho publika. UGC kampan\u011b na soci\u00e1ln\u00edch s\u00edt\u00edch, video obsah nato\u010den\u00fd na m\u00edst\u011b b\u011bhem ud\u00e1lost\u00ed a digit\u00e1ln\u00ed z\u00e1\u017eitky maj\u00ed \u010dasto vynikaj\u00edc\u00ed pom\u011br n\u00e1klad\u016f a efektivity. Se zku\u0161en\u00fdm partnerem, jako je <a href=\"https:\/\/rtrsports.com\/cs\/sponzoring-motogp\/\">RTR Sports Marketing<\/a>, mohou i zna\u010dky s skromn\u00fdmi rozpo\u010dty budovat impaktn\u00ed aktivace ve sv\u011bt\u011b sportovn\u00edho sponzorstv\u00ed.<\/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>V\u00edte, \u017ee chcete investovat do sportu. M\u00e1te jasnou p\u0159edstavu o tom, kter\u00e9 discipl\u00edny nejl\u00e9pe odpov\u00eddaj\u00ed va\u0161\u00ed zna\u010dce a jak by va\u0161i z\u00e1kazn\u00edci mohli reagovat na r\u016fzn\u00e9 typy partnerstv\u00ed. Ale v\u00edte skute\u010dn\u011b, zda va\u0161e aktivace sponzorstv\u00ed p\u0159inesou v\u00fdsledky, kter\u00e9 o\u010dek\u00e1v\u00e1te? Up\u0159\u00edmn\u00e1 odpov\u011b\u010f zn\u00ed: pravd\u011bpodobn\u011b ne \u2014 dokud nem\u00e1te konkr\u00e9tn\u00ed p\u0159\u00edklady, ze kter\u00fdch se lze pou\u010dit. Dobr\u00e1 [&hellip;]<\/p>\n","protected":false},"author":17,"featured_media":157729,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20121],"tags":[],"class_list":["post-355325","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sport-sponsorship-2"],"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>P\u0159\u00edklady Aktivace Sponzorstv\u00ed: Co Funguje a Pro\u010d - RTR Sports<\/title>\n<meta name=\"description\" content=\"Objevte nejlep\u0161\u00ed p\u0159\u00edklady aktivace sportovn\u00edho sponzorstv\u00ed: Nike AR, Gymkhana, Dunlop FanPics, Logitech-McLaren. Data, v\u00fdsledky a praktick\u00e9 lekce.\" \/>\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\/priklady-aktivace-sponzorstvi-co-funguje-a-proc-2\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"P\u0159\u00edklady Aktivace Sponzorstv\u00ed: Co Funguje a Pro\u010d\" \/>\n<meta property=\"og:description\" content=\"Objevte nejlep\u0161\u00ed p\u0159\u00edklady aktivace sportovn\u00edho sponzorstv\u00ed: Nike AR, Gymkhana, Dunlop FanPics, Logitech-McLaren. Data, v\u00fdsledky a praktick\u00e9 lekce.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/rtrsports.com\/cs\/blog\/priklady-aktivace-sponzorstvi-co-funguje-a-proc-2\/\" \/>\n<meta property=\"og:site_name\" content=\"RTR Sports\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/RTRSportsMarketing\/\" \/>\n<meta property=\"og:image\" content=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/ken-block-the-gymkhana-files-0-hero.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1087\" \/>\n\t<meta property=\"og:image:height\" content=\"725\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Silvia Schweiger\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@rtrsports\" \/>\n<meta name=\"twitter:site\" content=\"@rtrsports\" \/>\n<meta name=\"twitter:label1\" content=\"Napsal(a)\" \/>\n\t<meta name=\"twitter:data1\" content=\"Silvia Schweiger\" \/>\n\t<meta name=\"twitter:label2\" content=\"Odhadovan\u00e1 doba \u010dten\u00ed\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minut\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/priklady-aktivace-sponzorstvi-co-funguje-a-proc-2\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/priklady-aktivace-sponzorstvi-co-funguje-a-proc-2\\\/\"},\"author\":{\"name\":\"Silvia Schweiger\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/#\\\/schema\\\/person\\\/7bb165381d5e3404094e095cabc0167e\"},\"headline\":\"P\u0159\u00edklady Aktivace Sponzorstv\u00ed: Co Funguje a Pro\u010d\",\"datePublished\":\"2019-04-03T06:28:47+00:00\",\"dateModified\":\"2026-09-17T16:38:30+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/priklady-aktivace-sponzorstvi-co-funguje-a-proc-2\\\/\"},\"wordCount\":1230,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/priklady-aktivace-sponzorstvi-co-funguje-a-proc-2\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/ken-block-the-gymkhana-files-0-hero.jpg\",\"articleSection\":[\"Sport Sponsorship\"],\"inLanguage\":\"cs\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/priklady-aktivace-sponzorstvi-co-funguje-a-proc-2\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/priklady-aktivace-sponzorstvi-co-funguje-a-proc-2\\\/\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/priklady-aktivace-sponzorstvi-co-funguje-a-proc-2\\\/\",\"name\":\"P\u0159\u00edklady Aktivace Sponzorstv\u00ed: Co Funguje a Pro\u010d - RTR Sports\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/priklady-aktivace-sponzorstvi-co-funguje-a-proc-2\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/priklady-aktivace-sponzorstvi-co-funguje-a-proc-2\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/ken-block-the-gymkhana-files-0-hero.jpg\",\"datePublished\":\"2019-04-03T06:28:47+00:00\",\"dateModified\":\"2026-09-17T16:38:30+00:00\",\"description\":\"Objevte nejlep\u0161\u00ed p\u0159\u00edklady aktivace sportovn\u00edho sponzorstv\u00ed: Nike AR, Gymkhana, Dunlop FanPics, Logitech-McLaren. Data, v\u00fdsledky a praktick\u00e9 lekce.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/priklady-aktivace-sponzorstvi-co-funguje-a-proc-2\\\/#breadcrumb\"},\"inLanguage\":\"cs\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/priklady-aktivace-sponzorstvi-co-funguje-a-proc-2\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"cs\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/priklady-aktivace-sponzorstvi-co-funguje-a-proc-2\\\/#primaryimage\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/ken-block-the-gymkhana-files-0-hero.jpg\",\"contentUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/ken-block-the-gymkhana-files-0-hero.jpg\",\"width\":1087,\"height\":725},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/priklady-aktivace-sponzorstvi-co-funguje-a-proc-2\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"P\u0159\u00edklady Aktivace Sponzorstv\u00ed: Co Funguje a Pro\u010d\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/#website\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/\",\"name\":\"RTR Sports Marketing\",\"description\":\"RTR Sports Marketing is a global motorsport sponsorship agency and consultancy, specialized in Formula 1 and MotoGP, and active across all major international racing series including Formula E, NASCAR, WEC, WRC and Dakar, helping brands build data-driven, high-performance sponsorship programs.\",\"publisher\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/#organization\"},\"alternateName\":\"RTR Sports\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"cs\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/#organization\",\"name\":\"RTR Sports Marketing\",\"alternateName\":\"RTR sports\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"cs\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/01\\\/rtrsports-anniversary-1.jpg\",\"contentUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/01\\\/rtrsports-anniversary-1.jpg\",\"width\":946,\"height\":260,\"caption\":\"RTR Sports Marketing\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/RTRSportsMarketing\\\/\",\"https:\\\/\\\/x.com\\\/rtrsports\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/rtr-sports-marketing\\\/\",\"https:\\\/\\\/www.wikidata.org\\\/wiki\\\/Q7797317\"],\"description\":\"RTR Sports Marketing is a global motorsport sponsorship agency and consultancy, specialized in Formula 1 and MotoGP, and active across all major international racing series including Formula E, NASCAR, WEC, WRC and Dakar, helping brands build data-driven, high-performance sponsorship programs.\",\"email\":\"info@rtrsports.com\",\"legalName\":\"RTR Sports Marketing LTD\",\"numberOfEmployees\":{\"@type\":\"QuantitativeValue\",\"minValue\":\"1\",\"maxValue\":\"10\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/#\\\/schema\\\/person\\\/7bb165381d5e3404094e095cabc0167e\",\"name\":\"Silvia Schweiger\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"cs\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/69d98ba8290517744bdcb27b64c18a4a735ed0cac4d0bd39ea418fe3b1019aef?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/69d98ba8290517744bdcb27b64c18a4a735ed0cac4d0bd39ea418fe3b1019aef?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/69d98ba8290517744bdcb27b64c18a4a735ed0cac4d0bd39ea418fe3b1019aef?s=96&d=mm&r=g\",\"caption\":\"Silvia Schweiger\"},\"description\":\"Silvia Schweiger has spent more than 20 years helping companies invest effectively in motorsport sponsorship, with a focus on MotoGP and Formula 1. At RTR Sports Marketing, she works directly with brands to identify the right property, structure the deal, and connect the partnership to commercial objectives. She teaches on the Master in Motorsport Marketing run with 24ORE Business School and writes on deal structuring, activation, and sponsorship measurement.\",\"sameAs\":[\"https:\\\/\\\/stg-rtrsportscom-rtrstaging.kinsta.cloud\",\"https:\\\/\\\/www.linkedin.com\\\/in\\\/silviaschweiger\\\/\"],\"url\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/author\\\/silvia\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"P\u0159\u00edklady Aktivace Sponzorstv\u00ed: Co Funguje a Pro\u010d - RTR Sports","description":"Objevte nejlep\u0161\u00ed p\u0159\u00edklady aktivace sportovn\u00edho sponzorstv\u00ed: Nike AR, Gymkhana, Dunlop FanPics, Logitech-McLaren. Data, v\u00fdsledky a praktick\u00e9 lekce.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/rtrsports.com\/cs\/blog\/priklady-aktivace-sponzorstvi-co-funguje-a-proc-2\/","og_locale":"cs_CZ","og_type":"article","og_title":"P\u0159\u00edklady Aktivace Sponzorstv\u00ed: Co Funguje a Pro\u010d","og_description":"Objevte nejlep\u0161\u00ed p\u0159\u00edklady aktivace sportovn\u00edho sponzorstv\u00ed: Nike AR, Gymkhana, Dunlop FanPics, Logitech-McLaren. Data, v\u00fdsledky a praktick\u00e9 lekce.","og_url":"https:\/\/rtrsports.com\/cs\/blog\/priklady-aktivace-sponzorstvi-co-funguje-a-proc-2\/","og_site_name":"RTR Sports","article_publisher":"https:\/\/www.facebook.com\/RTRSportsMarketing\/","og_image":[{"width":1087,"height":725,"url":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/ken-block-the-gymkhana-files-0-hero.jpg","type":"image\/jpeg"}],"author":"Silvia Schweiger","twitter_card":"summary_large_image","twitter_creator":"@rtrsports","twitter_site":"@rtrsports","twitter_misc":{"Napsal(a)":"Silvia Schweiger","Odhadovan\u00e1 doba \u010dten\u00ed":"6 minut"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/rtrsports.com\/cs\/blog\/priklady-aktivace-sponzorstvi-co-funguje-a-proc-2\/#article","isPartOf":{"@id":"https:\/\/rtrsports.com\/cs\/blog\/priklady-aktivace-sponzorstvi-co-funguje-a-proc-2\/"},"author":{"name":"Silvia Schweiger","@id":"https:\/\/rtrsports.com\/cs\/#\/schema\/person\/7bb165381d5e3404094e095cabc0167e"},"headline":"P\u0159\u00edklady Aktivace Sponzorstv\u00ed: Co Funguje a Pro\u010d","datePublished":"2019-04-03T06:28:47+00:00","dateModified":"2026-09-17T16:38:30+00:00","mainEntityOfPage":{"@id":"https:\/\/rtrsports.com\/cs\/blog\/priklady-aktivace-sponzorstvi-co-funguje-a-proc-2\/"},"wordCount":1230,"commentCount":0,"publisher":{"@id":"https:\/\/rtrsports.com\/cs\/#organization"},"image":{"@id":"https:\/\/rtrsports.com\/cs\/blog\/priklady-aktivace-sponzorstvi-co-funguje-a-proc-2\/#primaryimage"},"thumbnailUrl":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/ken-block-the-gymkhana-files-0-hero.jpg","articleSection":["Sport Sponsorship"],"inLanguage":"cs","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/rtrsports.com\/cs\/blog\/priklady-aktivace-sponzorstvi-co-funguje-a-proc-2\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/rtrsports.com\/cs\/blog\/priklady-aktivace-sponzorstvi-co-funguje-a-proc-2\/","url":"https:\/\/rtrsports.com\/cs\/blog\/priklady-aktivace-sponzorstvi-co-funguje-a-proc-2\/","name":"P\u0159\u00edklady Aktivace Sponzorstv\u00ed: Co Funguje a Pro\u010d - RTR Sports","isPartOf":{"@id":"https:\/\/rtrsports.com\/cs\/#website"},"primaryImageOfPage":{"@id":"https:\/\/rtrsports.com\/cs\/blog\/priklady-aktivace-sponzorstvi-co-funguje-a-proc-2\/#primaryimage"},"image":{"@id":"https:\/\/rtrsports.com\/cs\/blog\/priklady-aktivace-sponzorstvi-co-funguje-a-proc-2\/#primaryimage"},"thumbnailUrl":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/ken-block-the-gymkhana-files-0-hero.jpg","datePublished":"2019-04-03T06:28:47+00:00","dateModified":"2026-09-17T16:38:30+00:00","description":"Objevte nejlep\u0161\u00ed p\u0159\u00edklady aktivace sportovn\u00edho sponzorstv\u00ed: Nike AR, Gymkhana, Dunlop FanPics, Logitech-McLaren. Data, v\u00fdsledky a praktick\u00e9 lekce.","breadcrumb":{"@id":"https:\/\/rtrsports.com\/cs\/blog\/priklady-aktivace-sponzorstvi-co-funguje-a-proc-2\/#breadcrumb"},"inLanguage":"cs","potentialAction":[{"@type":"ReadAction","target":["https:\/\/rtrsports.com\/cs\/blog\/priklady-aktivace-sponzorstvi-co-funguje-a-proc-2\/"]}]},{"@type":"ImageObject","inLanguage":"cs","@id":"https:\/\/rtrsports.com\/cs\/blog\/priklady-aktivace-sponzorstvi-co-funguje-a-proc-2\/#primaryimage","url":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/ken-block-the-gymkhana-files-0-hero.jpg","contentUrl":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/ken-block-the-gymkhana-files-0-hero.jpg","width":1087,"height":725},{"@type":"BreadcrumbList","@id":"https:\/\/rtrsports.com\/cs\/blog\/priklady-aktivace-sponzorstvi-co-funguje-a-proc-2\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/rtrsports.com\/cs\/"},{"@type":"ListItem","position":2,"name":"P\u0159\u00edklady Aktivace Sponzorstv\u00ed: Co Funguje a Pro\u010d"}]},{"@type":"WebSite","@id":"https:\/\/rtrsports.com\/cs\/#website","url":"https:\/\/rtrsports.com\/cs\/","name":"RTR Sports Marketing","description":"RTR Sports Marketing is a global motorsport sponsorship agency and consultancy, specialized in Formula 1 and MotoGP, and active across all major international racing series including Formula E, NASCAR, WEC, WRC and Dakar, helping brands build data-driven, high-performance sponsorship programs.","publisher":{"@id":"https:\/\/rtrsports.com\/cs\/#organization"},"alternateName":"RTR Sports","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/rtrsports.com\/cs\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"cs"},{"@type":"Organization","@id":"https:\/\/rtrsports.com\/cs\/#organization","name":"RTR Sports Marketing","alternateName":"RTR sports","url":"https:\/\/rtrsports.com\/cs\/","logo":{"@type":"ImageObject","inLanguage":"cs","@id":"https:\/\/rtrsports.com\/cs\/#\/schema\/logo\/image\/","url":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/01\/rtrsports-anniversary-1.jpg","contentUrl":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/01\/rtrsports-anniversary-1.jpg","width":946,"height":260,"caption":"RTR Sports Marketing"},"image":{"@id":"https:\/\/rtrsports.com\/cs\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/RTRSportsMarketing\/","https:\/\/x.com\/rtrsports","https:\/\/www.linkedin.com\/company\/rtr-sports-marketing\/","https:\/\/www.wikidata.org\/wiki\/Q7797317"],"description":"RTR Sports Marketing is a global motorsport sponsorship agency and consultancy, specialized in Formula 1 and MotoGP, and active across all major international racing series including Formula E, NASCAR, WEC, WRC and Dakar, helping brands build data-driven, high-performance sponsorship programs.","email":"info@rtrsports.com","legalName":"RTR Sports Marketing LTD","numberOfEmployees":{"@type":"QuantitativeValue","minValue":"1","maxValue":"10"}},{"@type":"Person","@id":"https:\/\/rtrsports.com\/cs\/#\/schema\/person\/7bb165381d5e3404094e095cabc0167e","name":"Silvia Schweiger","image":{"@type":"ImageObject","inLanguage":"cs","@id":"https:\/\/secure.gravatar.com\/avatar\/69d98ba8290517744bdcb27b64c18a4a735ed0cac4d0bd39ea418fe3b1019aef?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/69d98ba8290517744bdcb27b64c18a4a735ed0cac4d0bd39ea418fe3b1019aef?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/69d98ba8290517744bdcb27b64c18a4a735ed0cac4d0bd39ea418fe3b1019aef?s=96&d=mm&r=g","caption":"Silvia Schweiger"},"description":"Silvia Schweiger has spent more than 20 years helping companies invest effectively in motorsport sponsorship, with a focus on MotoGP and Formula 1. At RTR Sports Marketing, she works directly with brands to identify the right property, structure the deal, and connect the partnership to commercial objectives. She teaches on the Master in Motorsport Marketing run with 24ORE Business School and writes on deal structuring, activation, and sponsorship measurement.","sameAs":["https:\/\/stg-rtrsportscom-rtrstaging.kinsta.cloud","https:\/\/www.linkedin.com\/in\/silviaschweiger\/"],"url":"https:\/\/rtrsports.com\/cs\/author\/silvia\/"}]}},"_links":{"self":[{"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/posts\/355325","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/comments?post=355325"}],"version-history":[{"count":1,"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/posts\/355325\/revisions"}],"predecessor-version":[{"id":355326,"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/posts\/355325\/revisions\/355326"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/media\/157729"}],"wp:attachment":[{"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/media?parent=355325"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/categories?post=355325"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/tags?post=355325"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}