{"id":356815,"date":"2026-09-25T16:37:02","date_gmt":"2026-09-25T14:37:02","guid":{"rendered":"https:\/\/rtrsports.com\/?p=356815"},"modified":"2026-09-25T17:46:42","modified_gmt":"2026-09-25T15:46:42","slug":"sponzorstvi-motogp-energeticke-napoje-fintech-aftermarket","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/sponzorstvi-motogp-energeticke-napoje-fintech-aftermarket\/","title":{"rendered":"Sponzorstv\u00ed MotoGP podle kategorie: t\u0159i briefy pro energetick\u00e9 n\u00e1poje, fintech a aftermarket"},"content":{"rendered":"

Za p\u011bt m\u011bs\u00edc\u016f osm pil\u00ed\u0159ov\u00fdch \u010dl\u00e1nk\u016f vybudovalo a opakovan\u011b potvrdilo jasnou tezi: v roce 2026 proch\u00e1z\u00ed MotoGP struktur\u00e1ln\u00ed f\u00e1z\u00ed p\u0159ecen\u011bn\u00ed, v n\u00ed\u017e je cena komer\u010dn\u00edch p\u0159\u00edle\u017eitost\u00ed st\u00e1le ni\u017e\u0161\u00ed, ne\u017e jak\u00e1 bude za dvacet \u010dty\u0159i a\u017e t\u0159icet \u0161est m\u011bs\u00edc\u016f; pl\u00e1n spole\u010dnosti Liberty Media<\/a> postupuje spo\u0159\u00e1dan\u011b; p\u011bt v\u00fdrobc\u016f se \u0159\u00edd\u00ed z\u0159eteln\u011b odli\u0161n\u00fdmi modely. Chyb\u00ed posledn\u00ed provozn\u00ed krok: co se konkr\u00e9tn\u011b m\u011bn\u00ed ve sponzorstv\u00ed MotoGP podle kategorie<\/strong> produktu, do n\u00ed\u017e zna\u010dka pat\u0159\u00ed?<\/p>\n

Soulad mezi zna\u010dkou a t\u00fdmem nen\u00ed detail smlouvy. Za v\u00edce ne\u017e t\u0159icet let, b\u011bhem nich\u017e jsme jm\u00e9nem firem stav\u011bli dohody v motorsportu, jsme se nau\u010dili, \u017ee je to prom\u011bnn\u00e1, kter\u00e1 p\u0159edch\u00e1z\u00ed v\u0161em ostatn\u00edm. Bal\u00ed\u010dek titul\u00e1rn\u00edho sponzora tov\u00e1rn\u00edho t\u00fdmu, kter\u00fd sed\u00ed glob\u00e1ln\u00edmu energetick\u00e9mu n\u00e1poji, nen\u00ed to, co pot\u0159ebuje fintech rostouc\u00ed v Evrop\u011b, a ani jeden z nich se nepodob\u00e1 spr\u00e1vn\u00e9mu bal\u00ed\u010dku pro v\u00fdrobce z automobilov\u00e9ho aftermarketu. M\u011bn\u00ed se pot\u0159eby. M\u011bn\u00ed se aktivace. M\u011bn\u00ed se KPI, jimi\u017e se m\u011b\u0159\u00ed \u00fasp\u011bch. V tomto \u010dl\u00e1nku rozeb\u00edr\u00e1me t\u0159i kategorie, kter\u00e9 se obzvl\u00e1\u0161\u0165 hod\u00ed pro MotoGP v roce 2026<\/strong>, tedy energetick\u00e9 n\u00e1poje, fintech a automobilov\u00fd aftermarket, a pro ka\u017edou z nich rozkl\u00e1d\u00e1me provozn\u00ed brief, kter\u00fd bychom dnes p\u0159edali CMO nebo CEO firmy z dan\u00e9ho odv\u011btv\u00ed.<\/p>\n

T\u0159i kategorie v kostce<\/h2>\n

Kr\u00e1tk\u00e1 odpov\u011b\u010f p\u0159edem: energetick\u00e9 n\u00e1poje soupe\u0159\u00ed o m\u00edsta, kter\u00e1 jsou u\u017e obsazen\u00e1, fintechy nach\u00e1zej\u00ed kategorii t\u00e9m\u011b\u0159 nedot\u010denou a aftermarket vstupuje jen tehdy, kdy\u017e p\u0159in\u00e1\u0161\u00ed skute\u010dnou technickou slo\u017eku.<\/strong> Uveden\u00e1 rozp\u011bt\u00ed rozpo\u010dt\u016f jsou odhady RTR, sestaven\u00e9 z vyjedn\u00e1v\u00e1n\u00ed, kter\u00e1 sledujeme, a z \u010d\u00edsel zve\u0159ejn\u011bn\u00fdch oborov\u00fdm tiskem: nejde o ve\u0159ejn\u00e9 cen\u00edky.<\/p>\n\n\n\n\n\n\n\n
Kategorie<\/th>\nSituace v MotoGP (z\u00e1\u0159\u00ed 2026)<\/th>\nDoporu\u010den\u00e1 \u00farove\u0148 vstupu<\/th>\nOdhadovan\u00fd ro\u010dn\u00ed rozpo\u010det<\/th>\nHlavn\u00ed riziko<\/th>\n<\/tr>\n<\/thead>\n
Energetick\u00e9 n\u00e1poje<\/td>\nZral\u00e1 kategorie: Red Bull s KTM, Monster s Aprili\u00ed (titul\u00e1rn\u00ed sponzor od 2027) a Ducati<\/td>\nTitul\u00e1rn\u00ed sponzorstv\u00ed Yamahy v roce 2027 nebo satelitn\u00edho t\u00fdmu<\/td>\n10-15 mil. \u20ac tov\u00e1rn\u00ed t\u00fdm; 3-8 mil. \u20ac satelit; pod 3 mil. \u20ac ni\u017e\u0161\u00ed t\u0159\u00eddy<\/td>\nNevyhnuteln\u00e9 srovn\u00e1n\u00ed s precedentem Monster-Aprilia<\/td>\n<\/tr>\n
Fintech<\/td>\nNedostate\u010dn\u011b zastoupen\u00fd: Bitget (region\u00e1ln\u00ed partner 2025), ACCM (Prima Pramac Yamaha)<\/td>\nTitul\u00e1rn\u00ed sponzorstv\u00ed tov\u00e1rn\u00edho t\u00fdmu druh\u00e9 \u0159ady nebo profilovan\u00e9ho satelitn\u00edho t\u00fdmu<\/td>\n5-10 mil. \u20ac tov\u00e1rn\u00ed t\u00fdm; 2-5 mil. \u20ac satelit<\/td>\nVolatilita kategorie a stabilita konkr\u00e9tn\u00edho partnera<\/td>\n<\/tr>\n
Automobilov\u00fd aftermarket<\/td>\nNejhlub\u0161\u00ed soulad: Castrol s Hondou, Brembo, Michelin (od 2027 Pirelli), Motul<\/td>\nTov\u00e1rn\u00ed t\u00fdm, pokud existuje technick\u00e1 slo\u017eka; jinak satelit<\/td>\n\u0160patn\u011b \u010diteln\u00fd: 40-70 % hodnoty se \u010dasto hrad\u00ed v natur\u00e1li\u00edch<\/td>\nDohoda bez technick\u00e9 p\u0159\u00edtomnosti p\u016fsob\u00ed druho\u0159ad\u011b<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Kategorie 1: energetick\u00e9 a sportovn\u00ed n\u00e1poje v MotoGP<\/h2>\n

Energetick\u00e9 n\u00e1poje jsou nejzralej\u0161\u00ed a nejv\u00edce zastoupenou kategori\u00ed v MotoGP<\/strong>. Nen\u00ed n\u00e1hoda, \u017ee dv\u011b zna\u010dky nejhloub\u011bji zako\u0159en\u011bn\u00e9 v paddocku jsou dva glob\u00e1ln\u00ed energetick\u00e9 n\u00e1poje. Red Bull<\/strong> je u\u017e l\u00e9ta titul\u00e1rn\u00edm sponzorem tov\u00e1rn\u00edho t\u00fdmu KTM<\/strong> a pat\u0159\u00ed k nejsn\u00e1ze rozpoznateln\u00fdm zna\u010dk\u00e1m v motorsportu. Monster Energy<\/strong> se od roku 2027 stane titul\u00e1rn\u00edm sponzorem Aprilie<\/a> (hlavn\u00edm sponzorem je u\u017e od Velk\u00e9 ceny It\u00e1lie 2026) po osmi sezon\u00e1ch v roli titul\u00e1rn\u00edho sponzora Yamahy<\/strong>, p\u0159i\u010dem\u017e tento cyklus kon\u010d\u00ed na konci roku 2026: podle zpr\u00e1v z\u016fstane Monster po boku Yamahy v omezen\u00e9 roli. Krom\u011b toho u\u017e l\u00e9ta zast\u00e1v\u00e1 pozici hlavn\u00edho sponzora v t\u00fdmu Ducati Lenovo Team<\/strong>, potvrzenou i pro rok 2027.<\/p>\n

Pro CMO energetick\u00e9ho n\u00e1poje, kter\u00fd zva\u017euje MotoGP na roky 2026-2027, je konkuren\u010dn\u00ed prost\u0159ed\u00ed na \u00farovni titul\u00e1rn\u00edho a hlavn\u00edho sponzorstv\u00ed u\u017e p\u0159epln\u011bn\u00e9. To ale rozhovor neukon\u010duje: jen ho p\u0159eformulov\u00e1v\u00e1. U\u017eite\u010dn\u00e9 mo\u017enosti le\u017e\u00ed na t\u0159ech \u00farovn\u00edch. Prvn\u00ed je titul\u00e1rn\u00ed sponzorstv\u00ed tov\u00e1rn\u00edho t\u00fdmu: KTM obsadil Red Bull, Aprilii od roku 2027 obsad\u00ed Monster, Ducati m\u00e1 Lenovo, Honda nese jm\u00e9no Castrol (a 25. z\u00e1\u0159\u00ed 2026 GPOne informoval o dohod\u011b, zat\u00edm neofici\u00e1ln\u00ed, o n\u00e1vratu Red Bullu jako hlavn\u00edho partnera japonsk\u00e9ho t\u00fdmu v letech 2027-2028); zb\u00fdv\u00e1 Yamaha, jej\u00ed\u017e titul\u00e1rn\u00ed sponzorstv\u00ed pro rok 2027 je\u0161t\u011b nen\u00ed p\u0159id\u011bleno. Druhou \u00farovn\u00ed je titul\u00e1rn\u00ed sponzorstv\u00ed satelitn\u00edho t\u00fdmu. T\u0159et\u00ed je titul\u00e1rn\u00ed sponzorstv\u00ed souvisej\u00edc\u00edch t\u0159\u00edd a akc\u00ed, kde jsou investice ni\u017e\u0161\u00ed a viditelnost z\u016fst\u00e1v\u00e1 velmi vysok\u00e1.<\/p>\n

N\u011bkter\u00e9 z\u00e1kladn\u00ed aktivace z\u016fst\u00e1vaj\u00ed pro energetick\u00fd n\u00e1poj v MotoGP pevn\u00e9 bez ohledu na \u00farove\u0148 vstupu: hospitality v paddocku jako platforma pro vztahy s distributory a obchodn\u00edmi \u0159et\u011bzci; rozd\u00e1v\u00e1n\u00ed vzork\u016f a aktivace publika ve fanou\u0161kovsk\u00fdch z\u00f3n\u00e1ch (demograficky se fanou\u0161ek MotoGP z velk\u00e9 \u010d\u00e1sti kryje s typick\u00fdm spot\u0159ebitelem energetick\u00fdch n\u00e1poj\u016f); propojen\u00ed s dokument\u00e1rn\u00edmi projekty, do nich\u017e \u0161ampion\u00e1t investuje; a kone\u010dn\u011b nejnov\u011bj\u0161\u00ed oblast, kterou otev\u0159ela dohoda Monster-Aprilia, tedy viditelnost na livreji RS-GP, kter\u00e1 se st\u00e1v\u00e1 glob\u00e1ln\u00edm n\u00e1strojem pov\u011bdom\u00ed o zna\u010dce.<\/p>\n

Referen\u010dn\u00ed dohodou mezi energetick\u00fdmi n\u00e1poji v roce 2026 je Monster-Aprilia<\/strong>. Hodnota uv\u00e1d\u011bn\u00e1 oborov\u00fdm tiskem (p\u0159ibli\u017en\u011b 12 milion\u016f eur ro\u010dn\u011b, \u010d\u00e1stka nepotvrzen\u00e1 stranami) se pohybuje v horn\u00ed \u010d\u00e1sti rozp\u011bt\u00ed pro tov\u00e1rn\u00ed t\u00fdm. Pro energetick\u00fd n\u00e1poj, kter\u00fd dnes vstupuje pod \u00farovn\u00ed titul\u00e1rn\u00edho sponzorstv\u00ed tov\u00e1rn\u00edho t\u00fdmu, investice v\u00fdrazn\u011b kles\u00e1: 3 a\u017e 8 milion\u016f eur ro\u010dn\u011b za titul satelitn\u00edho t\u00fdmu<\/strong> a je\u0161t\u011b m\u00e9n\u011b v ni\u017e\u0161\u00edch t\u0159\u00edd\u00e1ch. Podle na\u0161ich odhad\u016f lze tedy rozpo\u010det \u010d\u00edst na t\u0159ech \u00farovn\u00edch: titul\u00e1rn\u00ed sponzor tov\u00e1rn\u00edho t\u00fdmu, 10-15 milion\u016f eur ro\u010dn\u011b, s minim\u00e1ln\u00edm horizontem aktivace dvacet \u010dty\u0159i m\u011bs\u00edc\u016f; titul\u00e1rn\u00ed sponzor satelitn\u00edho t\u00fdmu, 3-8 milion\u016f eur ro\u010dn\u011b, obvykle s rychlej\u0161\u00ed aktivac\u00ed; juniorsk\u00e9 t\u0159\u00eddy<\/a> a region\u00e1ln\u00ed dohody, pod 3 miliony eur ro\u010dn\u011b, s c\u00edlenou viditelnost\u00ed, ale omezen\u00fdm dosahem. \u00dapln\u00fd p\u0159ehled n\u00e1kladov\u00fdch polo\u017eek najdete v na\u0161em pr\u016fvodci o n\u00e1kladech na sponzorstv\u00ed MotoGP<\/a>.<\/p>\n

Provozn\u00ed doporu\u010den\u00ed: pokud energetick\u00fd n\u00e1poj uva\u017euje dlouhodob\u011b a m\u00e1 rozpo\u010det na titul\u00e1rn\u00ed sponzorstv\u00ed tov\u00e1rn\u00edho t\u00fdmu, je okno Yamahy pro rok 2027, s titulem uvoln\u011bn\u00fdm Monsterem, pravd\u011bpodobn\u011b nejzaj\u00edmav\u011bj\u0161\u00ed v cel\u00e9m cyklu<\/strong>: t\u00fdm v pln\u00e9 p\u0159estavb\u011b, nejpresti\u017en\u011bj\u0161\u00ed titul, kter\u00fd je dnes k dispozici, a ide\u00e1ln\u00ed vstupn\u00ed br\u00e1na pro zna\u010dku, kter\u00e1 chce budovat p\u0159\u00edb\u011bh l\u00eddra. Se st\u0159edn\u00edm rozpo\u010dtem vede cesta p\u0159es satelitn\u00ed \u00farove\u0148: VR46 a Pramac jsou nejzaveden\u011bj\u0161\u00ed struktury, Gresini a Trackhouse rostou nejrychleji. Pozn\u00e1mka ke kategorii: kdo vstoup\u00ed po Monster-Aprilia, mus\u00ed po\u010d\u00edtat s t\u00edm, \u017ee trh bude ka\u017edou novou dohodu energetick\u00e9ho n\u00e1poje srovn\u00e1vat s t\u00edmto precedentem. Vyplat\u00ed se p\u0159edem rozhodnout, jak se v\u016f\u010di tomuto m\u011b\u0159\u00edtku vymezit, m\u00edsto abyste se mu jen pod\u0159\u00eddili.<\/p>\n

Kategorie 2: fintech, digit\u00e1ln\u00ed banky a kryptom\u011bny v MotoGP<\/h2>\n

Fintech<\/strong> je dnes v MotoGP p\u0159\u00edtomen, ale nedostate\u010dn\u011b zastoupen. V roce 2025 byl Bitget<\/strong> region\u00e1ln\u00edm partnerem MotoGP na \u010dty\u0159ech Velk\u00fdch cen\u00e1ch v Evrop\u011b a jihov\u00fdchodn\u00ed Asii (It\u00e1lie, N\u011bmecko, Barcelona a Indon\u00e9sie). ACCM<\/strong>, broker CFD, je od roku 2026 v\u00edcelet\u00fdm partnerem t\u00fdmu Prima Pramac Yamaha<\/strong>. \u017d\u00e1dn\u00fd fintech zat\u00edm nezauj\u00edm\u00e1 pozici titul\u00e1rn\u00edho sponzora tov\u00e1rn\u00edho t\u00fdmu a \u017e\u00e1dn\u00e1 digit\u00e1ln\u00ed banka dosud nevybudovala platformu srovnatelnou s t\u011bmi, kter\u00e9 vid\u00edme ve Formuli 1, kde v posledn\u00edch letech kryptom\u011bny a fintechy dos\u00e1hly rekordn\u00ed \u00farovn\u011b p\u0159\u00edtomnosti.<\/p>\n

Pro CMO fintechu, kter\u00fd zva\u017euje MotoGP na roky 2026-2027, se hra hraje opa\u010dn\u011b ne\u017e u energetick\u00fdch n\u00e1poj\u016f: tam se soupe\u0159\u00ed o obsazen\u00e1 m\u00edsta, tady se nach\u00e1zej\u00ed p\u0159\u00edle\u017eitosti z velk\u00e9 \u010d\u00e1sti nedot\u010den\u00e9. Vstoupit dnes jako titul\u00e1rn\u00ed sponzor<\/strong> tov\u00e1rn\u00edho t\u00fdmu druh\u00e9 \u0159ady (Yamaha, jej\u00ed\u017e titul pro rok 2027 je st\u00e1le voln\u00fd) nebo profilovan\u00e9ho satelitn\u00edho t\u00fdmu (VR46, Pramac, Trackhouse) znamen\u00e1 mo\u017enost etablovat se jako prvn\u00ed hr\u00e1\u010d v kategorii, na platform\u011b, kde precedenty z Formule 1 ukazuj\u00ed, kolik hodnoty dok\u00e1\u017ee vytvo\u0159it fintech, kter\u00fd vstoup\u00ed ve spr\u00e1vnou chv\u00edli.<\/p>\n

Bal\u00ed\u010dek aktivac\u00ed pro fintech v MotoGP zahrnuje prvky, kter\u00e9 dob\u0159e lad\u00ed s typick\u00fdm positioningem t\u011bchto produkt\u016f. Slo\u017eka vlastn\u00edch dat (first-party data)<\/strong><\/a> je obzvl\u00e1\u0161\u0165 d\u016fle\u017eit\u00e1: publikum MotoGP registrovan\u00e9 p\u0159es VideoPass, TimingPass a ofici\u00e1ln\u00ed aplikaci lze profilovat podle dimenz\u00ed, kter\u00e9 fintech velmi zaj\u00edmaj\u00ed, nap\u0159\u00edklad sklon k ran\u00e9 adopci nov\u00fdch technologi\u00ed, vysok\u00e1 kupn\u00ed s\u00edla a mezin\u00e1rodn\u00ed mobilita. Hospitality se hod\u00ed pro aktivace zam\u011b\u0159en\u00e9 na firemn\u00ed klienty, zejm\u00e9na u t\u011bch, kdo nab\u00edzej\u00ed spr\u00e1vu majetku a bankovn\u00ed slu\u017eby pro firmy.<\/p>\n

Provozn\u00ed doporu\u010den\u00ed: pro fintech, jeho\u017e posl\u00e1n\u00edm je b\u00fdt prvn\u00ed ve sv\u00e9 kategorii, je okno 2026-2028 t\u00edm nejlep\u0161\u00edm, co \u0161ampion\u00e1t v p\u0159\u00ed\u0161t\u00edm cyklu nab\u00eddne. Ceny jsou st\u00e1le v doln\u00ed \u010d\u00e1sti rozp\u011bt\u00ed, komer\u010dn\u00ed platforma MotoGP roste do nov\u00e9ho m\u011b\u0159\u00edtka a riziko p\u0159epln\u011bn\u00ed kategorie je n\u00edzk\u00e9. Podle na\u0161ich odhad\u016f se rozpo\u010det d\u011bl\u00ed na dv\u011b \u00farovn\u011b: 5-10 milion\u016f eur ro\u010dn\u011b za titul\u00e1rn\u00ed sponzorstv\u00ed tov\u00e1rn\u00edho t\u00fdmu<\/strong> druh\u00e9 \u0159ady, pro fintech, kter\u00fd chce ovl\u00e1dnout sv\u016fj segment; 2-5 milion\u016f eur ro\u010dn\u011b za titul\u00e1rn\u00ed sponzorstv\u00ed profilovan\u00e9ho satelitn\u00edho t\u00fdmu<\/strong>, pro rostouc\u00ed fintech ochotn\u00fd p\u0159ijmout selektivn\u011bj\u0161\u00ed viditelnost v\u00fdm\u011bnou za leh\u010d\u00ed investici.<\/p>\n

Pro tradi\u010dn\u011bj\u0161\u00ed fintech (digit\u00e1ln\u00ed banka, insurtech), kter\u00fd pot\u0159ebuje u\u017e zavedenou platformu, je rozumnou volbou role hlavn\u00edho sponzora v tov\u00e1rn\u00edm t\u00fdmu: stoj\u00ed m\u00e9n\u011b ne\u017e titul, vyu\u017e\u00edv\u00e1 platformu, kter\u00e1 se u\u017e buduje, a sn\u00e1ze se obhajuje p\u0159ed p\u0159edstavenstvem. Jedno varov\u00e1n\u00ed ke kategorii je t\u0159eba vyslovit otev\u0159en\u011b: v motorsportu m\u00e1 fintech historii siln\u00e9 volatility<\/strong>. Nejzn\u00e1m\u011bj\u0161\u00edm p\u0159\u00edpadem je FTX, kter\u00fd vstoupil do Formule 1 s Mercedesem v z\u00e1\u0159\u00ed 2021 a po sv\u00e9m krachu zmizel z voz\u016f v listopadu 2022. Struktur\u00e1ln\u011b rozumn\u00e1 fintechov\u00e1 dohoda je v\u00edcelet\u00e1<\/a> a uzav\u0159en\u00e1 s partnerem dostate\u010dn\u011b kapit\u00e1lov\u011b siln\u00fdm, aby p\u0159e\u010dkal makroekonomick\u00e9 cykly, nikoli jednolet\u00e1 operace se zna\u010dkou, kter\u00e1 v roce 2028 u\u017e mo\u017en\u00e1 nebude r\u016fst. Soulad se t\u00fdk\u00e1 kategorie, ale v\u00fdb\u011br konkr\u00e9tn\u00edho partnera vy\u017eaduje hlub\u0161\u00ed due diligence ne\u017e u zb\u00fdvaj\u00edc\u00edch dvou kategori\u00ed.<\/p>\n

Kategorie 3: automobilov\u00fd aftermarket v MotoGP<\/h2>\n

Historicky je automobilov\u00fd aftermarket kategori\u00ed s nejhlub\u0161\u00edm souladem s MotoGP<\/strong>: maziva, pneumatiky, brzdov\u00e9 syst\u00e9my, v\u00fdkonn\u00e9 komponenty. Je to kategorie, v n\u00ed\u017e vazba mezi zna\u010dkou a sportem nen\u00ed asociac\u00ed image, ale skute\u010dn\u00fdm pou\u017e\u00edv\u00e1n\u00edm. Castrol<\/strong>, od roku 2025 hlavn\u00ed sponzor a technick\u00fd partner Honda HRC se sv\u00fdm jm\u00e9nem v n\u00e1zvu t\u00fdmu (Honda HRC Castrol, n\u00e1stupce Repsolu po skon\u010den\u00ed t\u0159icetilet\u00e9ho partnerstv\u00ed<\/a> v roce 2024), p\u0159\u00edtomn\u00fd tak\u00e9 na motocyklu Johanna Zarca v t\u00fdmu LCR, je nejnov\u011bj\u0161\u00edm a nejviditeln\u011bj\u0161\u00edm p\u0159\u00edkladem: Castrol nekupuje jen jm\u00e9no t\u00fdmu, ale i roli technick\u00e9ho dodavatele maziva. V jednom z p\u0159edchoz\u00edch \u010dl\u00e1nk\u016f jsme uk\u00e1zali, \u017ee t\u0159\u00edvrstvou architekturu Lenovo-Ducati<\/a> (technick\u00e1 infrastruktura, co-brandovan\u00fd produkt a n\u00e1zev t\u00fdmu) lze p\u0159en\u00e9st i do jin\u00fdch produktov\u00fdch kategori\u00ed. Aftermarket je tou, v n\u00ed\u017e se model uplatn\u00ed nejp\u0159irozen\u011bji, proto\u017ee technick\u00e1 slo\u017eka je ned\u00edlnou sou\u010d\u00e1st\u00ed \u010dinnosti t\u00fdmu.<\/p>\n

Pro CMO zna\u010dky z aftermarketu, kter\u00fd zva\u017euje MotoGP na roky 2026-2027, se provozn\u00ed p\u0159\u00edstup li\u0161\u00ed od ostatn\u00edch dvou kategori\u00ed. Rozhovor neza\u010d\u00edn\u00e1 u marketingu: za\u010d\u00edn\u00e1 u in\u017een\u00fdrstv\u00ed<\/strong>. Mazivo, kter\u00e9 se stane titul\u00e1rn\u00edm sponzorem, ani\u017e by bylo z\u00e1rove\u0148 ofici\u00e1ln\u00edm mazivem t\u00fdmu, p\u016fsob\u00ed jako druho\u0159ad\u00e9 sponzorstv\u00ed. V\u00fdrobce pneumatik, kter\u00fd se stane titul\u00e1rn\u00edm sponzorem bez strukturovan\u00e9ho technick\u00e9ho vztahu s v\u00fdrobcem motocykl\u016f, vystupuje z r\u00e1mce marketingu a sklouz\u00e1v\u00e1 k amat\u00e9rismu. V motorsportu aftermarket funguje, kdy\u017e je dohoda postavena na t\u0159ech \u00farovn\u00edch, jako v modelu Lenovo: skute\u010dn\u00e1 technick\u00e1 p\u0159\u00edtomnost, co-brandovan\u00fd nebo z\u00e1vodn\u011b prov\u011b\u0159en\u00fd produkt, n\u00e1zev, kter\u00fd celek zesiluje.<\/strong><\/p>\n

Aktivace v aftermarketu maj\u00ed slo\u017eky, kter\u00e9 ostatn\u00ed kategorie jen t\u011b\u017eko napodob\u00ed: technicky n\u00e1ro\u010dn\u00fd obsah schopn\u00fd zaujmout nejznalej\u0161\u00ed fanou\u0161ky (segment TimingPass); aktivace zam\u011b\u0159en\u00e9 na distribu\u010dn\u00ed s\u00edt\u011b automobilov\u00e9ho aftermarketu (deale\u0159i, servisn\u00ed s\u00edt\u011b, distributo\u0159i d\u00edl\u016f); a u zna\u010dek s vlastn\u00ed p\u0159\u00edmou prodejn\u00ed s\u00edt\u00ed prodejn\u00ed m\u00edsta schopn\u00e1 vyu\u017e\u00edt pozornost kolem MotoGP k m\u00edstn\u00edm iniciativ\u00e1m.<\/p>\n

Provozn\u00ed doporu\u010den\u00ed: pro zna\u010dku z aftermarketu, kter\u00e1 u\u017e m\u00e1 technickou p\u0159\u00edtomnost v motorsportu (t\u0159eba jen jako dodavatel) a chce ud\u011blat skok k titul\u00e1rn\u00edmu sponzorstv\u00ed, se v\u00e1\u017en\u00e9 vyjedn\u00e1v\u00e1n\u00ed vede s tov\u00e1rn\u00edmi t\u00fdmy<\/strong>, kde je technick\u00fd soulad p\u0159irozen\u00fd. I zde je Yamaha, jej\u00ed\u017e titul pro rok 2027 je\u0161t\u011b nen\u00ed p\u0159id\u011blen, zaj\u00edmavou mo\u017enost\u00ed d\u00edky sv\u00e9 komer\u010dn\u00ed otev\u0159enosti a potenci\u00e1ln\u00edmu technick\u00e9mu vztahu s japonsk\u00fdm v\u00fdrobcem. Pro zna\u010dku z aftermarketu bez technick\u00e9 historie, kter\u00e1 chce vstoupit \u010dist\u011b obchodn\u00ed cestou, vede cesta p\u0159es satelitn\u00ed t\u00fdm, se silnou hospitality a obsahem a bez n\u00e1roku na technickou slo\u017eku: ni\u017e\u0161\u00ed ceny, jin\u00e1, ale st\u00e1le legitimn\u00ed o\u010dek\u00e1v\u00e1n\u00ed ROI.<\/p>\n

V aftermarketu je rozpo\u010det h\u016f\u0159e \u010diteln\u00fd ne\u017e v ostatn\u00edch dvou kategori\u00edch, proto\u017ee v\u00fdznamn\u00e1 \u010d\u00e1st dohody se obvykle hrad\u00ed v natur\u00e1li\u00edch (technick\u00e9 produkty, slu\u017eby, person\u00e1l), nikoli v pen\u011bz\u00edch. Mazivo, kter\u00e9 d\u00e1v\u00e1 jm\u00e9no tov\u00e1rn\u00edmu t\u00fdmu, jako Castrol u Hondy, pokr\u00fdv\u00e1 \u010d\u00e1st sv\u00e9ho finan\u010dn\u00edho z\u00e1vazku dod\u00e1vkou produktu pou\u017e\u00edvan\u00e9ho v z\u00e1vodech. V\u00fdrobce plexiskel, kter\u00fd uzav\u0159e technick\u00e9 partnerstv\u00ed, sni\u017euje pen\u011b\u017en\u00ed pod\u00edl v\u00fdm\u011bnou za skute\u010dn\u00e9 dod\u00e1vky. V\u00fdsledkem je podle na\u0161\u00ed zku\u0161enosti to, \u017ee deklarovan\u00e1 cena t\u011bchto dohod \u010dasto p\u0159edstavuje jen zlomek, \u010dty\u0159icet a\u017e sedmdes\u00e1t procent, celkov\u00e9 vym\u011bn\u011bn\u00e9 ekonomick\u00e9 hodnoty. Pro CFO, kter\u00fd hodnot\u00ed dohodu v aftermarketu, mus\u00ed b\u00fdt tato \u00fa\u010detn\u00ed asymetrie zahrnuta do modelu ROI od prvn\u00edho kroku; jinak je \u010dten\u00ed dohody systematicky zkreslen\u00e9. Krom\u011b Castrol-Honda<\/strong> nechyb\u011bj\u00ed ani dal\u0161\u00ed precedenty: Brembo<\/strong>, dlouholet\u00fd technick\u00fd partner pro brzdy; Michelin<\/strong>, jedin\u00fd dodavatel pneumatik \u0161ampion\u00e1tu, kter\u00e9ho od roku 2027 nahrad\u00ed Pirelli<\/strong> se smlouvou do roku 2031; Motul<\/strong>, partner \u0161ampion\u00e1tu u\u017e p\u0159es patn\u00e1ct let, se smlouvou prodlou\u017eenou do roku 2030. Kategorie m\u00e1 u\u017e tak hustou technickou p\u0159\u00edtomnost, \u017ee ka\u017ed\u00fd nov\u00fd vstup je rozhovorem uvnit\u0159 existuj\u00edc\u00edho ekosyst\u00e9mu, nikoli za\u010d\u00e1tkem od nuly.<\/p>\n

Nov\u00fd obchodn\u00ed prot\u011bj\u0161ek MotoGP<\/h2>\n

23. z\u00e1\u0159\u00ed 2026, kdy\u017e se tento \u010dl\u00e1nek dokon\u010doval, p\u0159i\u0161la aktualizace kontextu. MotoGP Sports Entertainment Group (MGPSEG, spole\u010dnost, kter\u00e1 se do roku 2025 jmenovala Dorna Sports) ozn\u00e1mila \u010dty\u0159i nov\u00e1 jmenov\u00e1n\u00ed ve veden\u00ed: Ryan Norys<\/strong> jako Chief Commercial Officer (p\u0159ich\u00e1z\u00ed z Tottenhamu Hotspur, kde byl Chief Revenue Officer, a obsazuje pozici uvoln\u011bnou po odchodu Dana Rossomonda na za\u010d\u00e1tku roku 2026); Louise Young<\/strong> jako Chief Operating Officer (s v\u00edce ne\u017e osmi lety zku\u0161enost\u00ed ve Formuli 1, naposledy ve funkci Chief Race Promotion Officer); Sameer Pabari<\/strong> jako Chief Media Officer (d\u0159\u00edve v NFL, Warner Bros. Discovery a Manchesteru United, s p\u0159\u00edmou odpov\u011bdnost\u00ed za komer\u010dn\u00ed r\u016fst streamingu p\u0159\u00edmo div\u00e1k\u016fm, tedy VideoPassu); Denitza Batchvarova<\/strong> jako Chief Strategy Officer (ze skupiny TKO, pod kterou pat\u0159\u00ed UFC). Pro zna\u010dku, kter\u00e1 dnes zva\u017euje jednu ze t\u0159\u00ed kategori\u00ed, je provozn\u00ed sd\u011blen\u00ed konkr\u00e9tn\u00ed: v letech 2026-2027 je obchodn\u00edm prot\u011bj\u0161kem MotoGP kompletn\u00ed mana\u017eersk\u00fd t\u00fdm se zku\u0161enostmi z Formule 1, Premier League, NFL a UFC, a u\u017e ne funkce v p\u0159echodn\u00e9m obdob\u00ed. V p\u0159\u00ed\u0161t\u00edch dvan\u00e1cti m\u011bs\u00edc\u00edch povedou obchodn\u00ed vyjedn\u00e1v\u00e1n\u00ed lid\u00e9, kte\u0159\u00ed podobn\u00e9 strategie u\u017e uplatnili v jin\u00fdch glob\u00e1ln\u00edch \u0161ampion\u00e1tech.<\/p>\n

Spole\u010dn\u00fd princip: nejd\u0159\u00edv soulad, potom cena<\/h2>\n

T\u0159i kategorie se li\u0161\u00ed struktur\u00e1ln\u00edm souladem, cenami, bal\u00ed\u010dkem aktivac\u00ed i KPI \u00fasp\u011bchu. Sd\u00edlej\u00ed v\u0161ak provozn\u00ed princip platn\u00fd pro ka\u017edou firmu, kter\u00e1 zva\u017euje MotoGP na roky 2026-2027: spr\u00e1vn\u00e1 dohoda nen\u00ed ta nejpresti\u017en\u011bj\u0161\u00ed dostupn\u00e1, ale ta, kter\u00e1 se za\u010dlen\u00ed do produktov\u00e9 kategorie zna\u010dky s co nejmen\u0161\u00edm t\u0159en\u00edm.<\/strong> Energetick\u00fd n\u00e1poj jako titul\u00e1rn\u00ed sponzor Aprilie funguje, proto\u017ee publikum MotoGP tento produkt konzumuje. Fintech jako hlavn\u00ed sponzor rostouc\u00edho tov\u00e1rn\u00edho t\u00fdmu funguje, proto\u017ee jako prvn\u00ed vstupuje do kategorie, kter\u00e1 je st\u00e1le nedostate\u010dn\u011b zastoupen\u00e1. Zna\u010dka z aftermarketu jako titul\u00e1rn\u00ed sponzor tov\u00e1rn\u00edho t\u00fdmu s technickou slo\u017ekou funguje, proto\u017ee tato technick\u00e1 slo\u017eka existuje. Sta\u010d\u00ed zm\u011bnit jeden z t\u011bchto t\u0159\u00ed prvk\u016f a dohoda p\u0159inese ROI, kter\u00e9 p\u0159edstavenstvo nedok\u00e1\u017ee obh\u00e1jit.<\/p>\n

Cena je druh\u00e1 prom\u011bnn\u00e1, o kter\u00e9 je t\u0159eba rozhodnout, ne prvn\u00ed. Prvn\u00ed je v\u017edy soulad.<\/strong> V motorsportu, stejn\u011b jako ve zbytku strategick\u00e9ho sponzorstv\u00ed, znamen\u00e1 nakupovat bez souladu kupovat z\u00e1sobu, nikoli tok.<\/p>\n

Ot\u00e1zka na z\u00e1v\u011br<\/h2>\n

Pro CMO nebo CEO, kter\u00fd dnes zva\u017euje MotoGP v r\u00e1mci konkr\u00e9tn\u00ed produktov\u00e9 kategorie, nezn\u00ed ot\u00e1zka \u201ekolik stoj\u00ed vstup do MotoGP?\u201c. Ot\u00e1zka je jin\u00e1: m\u00e1 na\u0161e kategorie struktur\u00e1ln\u00ed soulad s n\u011bkterou z konfigurac\u00ed dohod, kter\u00e9 \u0161ampion\u00e1t nab\u00eddne v p\u0159\u00ed\u0161t\u00edch dvan\u00e1cti a\u017e dvaceti \u010dty\u0159ech m\u011bs\u00edc\u00edch? A pokud ano, kter\u00e1 z t\u011bchto konfigurac\u00ed nejl\u00e9pe odpov\u00edd\u00e1 na\u0161emu positioningu?<\/p>\n

Kdo na tuto ot\u00e1zku odpov\u00ed dob\u0159e, investuje do n\u011b\u010deho, co se vypl\u00e1c\u00ed dlouhodob\u011b. Kdo vstoup\u00ed, ani\u017e by si ji polo\u017eil, koup\u00ed logo na motocyklu. A logo na motocyklu samo o sob\u011b nikdy nesta\u010dilo k tomu, aby obh\u00e1jilo ROI p\u0159ed p\u0159edstavenstvem. Pr\u00e1v\u011b odtud vych\u00e1z\u00edme se zna\u010dkami, kter\u00e9 n\u00e1s \u017e\u00e1daj\u00ed o posouzen\u00ed sponzorstv\u00ed MotoGP<\/a>: od kategorie, ne od cen\u00edku.<\/p>\n

Spr\u00e1vn\u00fd p\u0159evodov\u00fd stupe\u0148 do zat\u00e1\u010dky. Ne ten nejvy\u0161\u0161\u00ed mo\u017en\u00fd. Soulad nen\u00ed detail dohody. Soulad je dohoda.<\/strong><\/p>\n

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\u010cast\u00e9 ot\u00e1zky ke sponzorstv\u00ed MotoGP podle kategorie<\/b><\/h2>\r\n \r\n
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\r\n Kolik stoj\u00ed sponzorstv\u00ed t\u00fdmu MotoGP v roce 2026?<\/b>\r\n <\/h3>\r\n\r\n
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Podle odhad\u016f RTR Sports stoj\u00ed titul\u00e1rn\u00ed sponzorstv\u00ed tov\u00e1rn\u00edho t\u00fdmu MotoGP 10 a\u017e 15 milion\u016f eur ro\u010dn\u011b, satelitn\u00edho t\u00fdmu 3 a\u017e 8 milion\u016f, zat\u00edmco juniorsk\u00e9 t\u0159\u00eddy a region\u00e1ln\u00ed dohody z\u016fst\u00e1vaj\u00ed pod 3 miliony. Pro srovn\u00e1n\u00ed: dohoda Monster Energy-Aprilia m\u00e1 podle oborov\u00e9ho tisku hodnotu p\u0159ibli\u017en\u011b 12 milion\u016f eur ro\u010dn\u011b, co\u017e strany nepotvrdily.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Kter\u00e1 titul\u00e1rn\u00ed sponzorstv\u00ed tov\u00e1rn\u00edch t\u00fdm\u016f MotoGP jsou voln\u00e1 pro rok 2027?<\/b>\r\n <\/h3>\r\n\r\n
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K z\u00e1\u0159\u00ed 2026 je jedin\u00fdm titulem tov\u00e1rn\u00edho t\u00fdmu, kter\u00fd pro rok 2027 je\u0161t\u011b nen\u00ed p\u0159id\u011blen, titul Yamahy, pot\u00e9 co si Monster Energy vybral Aprilii (podle zpr\u00e1v z\u016fstane Monster u Yamahy v omezen\u00e9 roli). KTM m\u00e1 Red Bull, Ducati m\u00e1 Lenovo a Honda nese jm\u00e9no Castrol; 25. z\u00e1\u0159\u00ed 2026 GPOne informoval o zat\u00edm neofici\u00e1ln\u00ed dohod\u011b o n\u00e1vratu Red Bullu jako hlavn\u00edho partnera tov\u00e1rn\u00edho t\u00fdmu Hondy v letech 2027-2028.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Pro\u010d energetick\u00e9 n\u00e1poje sponzoruj\u00ed MotoGP?<\/b>\r\n <\/h3>\r\n\r\n
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Proto\u017ee publikum MotoGP se z velk\u00e9 \u010d\u00e1sti kryje s typick\u00fdm spot\u0159ebitelem energetick\u00fdch n\u00e1poj\u016f a proto\u017ee hospitality, rozd\u00e1v\u00e1n\u00ed vzork\u016f ve fanou\u0161kovsk\u00fdch z\u00f3n\u00e1ch a livreje umo\u017e\u0148uj\u00ed p\u0159\u00edm\u00e9 aktivace produktu. Je to nejzralej\u0161\u00ed kategorie v paddocku: Red Bull je titul\u00e1rn\u00edm sponzorem KTM, Monster Energy j\u00edm bude u Aprilie od roku 2027 a je hlavn\u00edm sponzorem Ducati.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n M\u016f\u017ee fintech sponzorovat MotoGP?<\/b>\r\n <\/h3>\r\n\r\n
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Ano, a je to jedna z kategori\u00ed s nejv\u00edce voln\u00e9ho prostoru: v roce 2025 byl Bitget region\u00e1ln\u00edm partnerem na \u010dty\u0159ech Velk\u00fdch cen\u00e1ch a od roku 2026 je broker ACCM partnerem Prima Pramac Yamaha, \u017e\u00e1dn\u00fd fintech v\u0161ak zat\u00edm nen\u00ed titul\u00e1rn\u00edm sponzorem tov\u00e1rn\u00edho t\u00fdmu. Podle odhad\u016f RTR je pot\u0159eba 5-10 milion\u016f eur ro\u010dn\u011b na titul tov\u00e1rn\u00edho t\u00fdmu druh\u00e9 \u0159ady a 2-5 milion\u016f na profilovan\u00fd satelitn\u00ed t\u00fdm, ide\u00e1ln\u011b s v\u00edceletou smlouvou.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Jak hodnotit sponzorstv\u00ed MotoGP v automobilov\u00e9m aftermarketu?<\/b>\r\n <\/h3>\r\n\r\n
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Vych\u00e1zet z technick\u00e9 slo\u017eky: mazivo, pneumatika nebo brzdov\u00fd syst\u00e9m funguj\u00ed v MotoGP tehdy, kdy\u017e se produkt skute\u010dn\u011b pou\u017e\u00edv\u00e1 v z\u00e1vodech, jako Castrol u Honda HRC. P\u0159i hodnocen\u00ed ROI je t\u0159eba po\u010d\u00edtat s t\u00edm, \u017ee podle zku\u0161enost\u00ed RTR Sports pokr\u00fdv\u00e1 deklarovan\u00e1 cena t\u011bchto dohod \u010dasto jen 40-70 % celkov\u00e9 hodnoty, proto\u017ee zbytek se hrad\u00ed v natur\u00e1li\u00edch, tedy produkty a slu\u017ebami.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

Energetick\u00e9 n\u00e1poje, fintech a automobilov\u00fd aftermarket: jakou sponzorskou dohodu v MotoGP zvolit v letech 2026-2027 pro ka\u017edou kategorii, s odhadovan\u00fdmi rozpo\u010dty, aktivacemi a t\u00fdmy, kter\u00e9 jsou st\u00e1le k dispozici.<\/p>\n","protected":false},"author":14,"featured_media":356742,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20277,20229],"tags":[],"class_list":["post-356815","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motogp-10-7","category-sportovni-sponzoring"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSponzorstv\u00ed MotoGP podle kategorie: energetick\u00e9 n\u00e1poje, fintech, aftermarket<\/title>\n<meta name=\"description\" content=\"Sponzorstv\u00ed MotoGP podle kategorie: odhadovan\u00e9 rozpo\u010dty, aktivace a voln\u00e9 t\u00fdmy pro energetick\u00e9 n\u00e1poje, 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