{"id":242189,"date":"2024-01-03T09:07:53","date_gmt":"2024-01-03T08:07:53","guid":{"rendered":"https:\/\/rtrsports.com\/in-sports-marketing-win-win-win-win-win-win\/"},"modified":"2025-07-22T19:55:47","modified_gmt":"2025-07-22T17:55:47","slug":"in-sports-marketing-win-win-win-win-win-win","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pl\/blog\/in-sports-marketing-win-win-win-win-win-win\/","title":{"rendered":"W marketingu sportowym wygrana nie jest warto\u015bci\u0105, ani korzy\u015bci\u0105 marketingow\u0105"},"content":{"rendered":"<p>Je\u015bli jeste\u015b got\u00f3w zainwestowa\u0107 w <a href=\"http:\/\/rtrsports.com\/en\"><strong>sponsoring sportowy<\/strong><\/a> tylko dlatego, \u017ce chcesz wygra\u0107 i zyska\u0107 widoczno\u015b\u0107 dla swojej marki, pope\u0142niasz du\u017cy b\u0142\u0105d. Widoczno\u015b\u0107 to tylko jedna z wielu korzy\u015bci, jakie firma lub marka mo\u017ce uzyska\u0107 dzi\u0119ki wsp\u00f3\u0142pracy z organizacj\u0105 sportow\u0105, ale w \u017cadnym wypadku nie jedyna. Kiedy m\u00f3wimy o mo\u017cliwo\u015bciach partnerstwa z klientami lub nowymi potencjalnymi klientami, zawsze staramy si\u0119 skupi\u0107 nie tylko na widoczno\u015bci, kt\u00f3r\u0105 mo\u017cna osi\u0105gn\u0105\u0107 lub wynikach wy\u015bcigu, ale przede wszystkim na warto\u015bciach i korzy\u015bciach marketingowych, kt\u00f3re mo\u017cna wykorzysta\u0107, inwestuj\u0105c w te programy.<\/p>\n<h2>Warto\u015bci zamiast wynik\u00f3w<\/h2>\n<p>Inwestowanie w <strong>Formu\u0142\u0119 1<\/strong>, <strong>Formu\u0142\u0119 E<\/strong> lub <a href=\"https:\/\/rtrsports.com\/en\/motorsports-motogp-sponsorship-agency\/\"><strong>MotoGP<\/strong><\/a> nie jest po prostu wyborem zespo\u0142u lub kierowcy, kt\u00f3ry osi\u0105ga dobre wyniki lub wygrywa najwi\u0119cej. To tak nie dzia\u0142a. M\u00f3wimy o warto\u015bciach. Oto na przyk\u0142ad kr\u00f3tka lista niekt\u00f3rych warto\u015bci zwi\u0105zanych z <strong>Formu\u0142\u0105 1<\/strong>:<\/p>\n<ul>\n<li>Technologia na najwy\u017cszym poziomie<\/li>\n<li>Badania i rozw\u00f3j<\/li>\n<li>Mi\u0119dzynarodowo\u015b\u0107<\/li>\n<li>Konkurencyjno\u015b\u0107<\/li>\n<li>Pr\u0119dko\u015b\u0107<\/li>\n<li>Doskona\u0142o\u015b\u0107<\/li>\n<li>Wysoka wydajno\u015b\u0107<\/li>\n<li>Duch zespo\u0142u<\/li>\n<li>Dziedzictwo<\/li>\n<li>Glamour<\/li>\n<\/ul>\n<p>Je\u015bli rozwa\u017casz <strong>sponsorowanie Formu\u0142y E<\/strong>, mamy szereg innych warto\u015bci do dodania, takich jak:<\/p>\n<ul>\n<li>Zr\u00f3wnowa\u017cony rozw\u00f3j<\/li>\n<li>Post\u0119p<\/li>\n<li>Wydajno\u015b\u0107<\/li>\n<li>Pionier\/prekursor<\/li>\n<li>Zaawansowana technologia<\/li>\n<li>Nowe wyzwania<\/li>\n<li>Wizja zorientowana na przysz\u0142o\u015b\u0107<\/li>\n<\/ul>\n<p>Po prostu w\u0142\u0105czaj\u0105c niekt\u00f3re z tych element\u00f3w do komunikacji korporacyjnej, ka\u017cda marka mo\u017ce mie\u0107 pewno\u015b\u0107, \u017ce zbuduje bogaty w tre\u015bci plan komunikacji, kt\u00f3ry b\u0119dzie odpowiedni, interesuj\u0105cy i aktualny przez co najmniej pi\u0119\u0107 lat. <strong>Przy okazji, czy na li\u015bcie mo\u017cna znale\u017a\u0107 \u201ewygran\u0105\u201d? NIE <\/strong>. Zwyci\u0119stwo nie jest warto\u015bci\u0105, jest czym\u015b, co mo\u017cna nazwa\u0107 plusem, wisienk\u0105 na torcie.<\/p>\n<h2><b><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-144071 size-full\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/photo_2023-10-10-09.04.50.jpeg\" alt=\"Najszybszy PitStop McLarena\" width=\"752\" height=\"1168\" \/><\/b><\/h2>\n<h2>Komunikowanie pracy zespo\u0142owej<\/h2>\n<p>Chcia\u0142bym by\u0107 jednym ze sponsor\u00f3w <strong>McLarena<\/strong> i mie\u0107 mo\u017cliwo\u015b\u0107 wys\u0142ania ka\u017cdemu w firmie e-maila z rekordem, kt\u00f3ry <strong>zesp\u00f3\u0142 McLaren F1<\/strong> ustanowi\u0142 w wy\u015bcigu w Katarze: <strong>1,80-sekundowy pit stop<\/strong>. Rekord osi\u0105gni\u0119ty dzi\u0119ki bardzo silnej pracy zespo\u0142owej polegaj\u0105cej na ci\u0105g\u0142ych testach, \u0107wiczeniach, dba\u0142o\u015bci o szczeg\u00f3\u0142y, koncentracji i odporno\u015bci.<\/p>\n<p>Sp\u00f3jrz na to zdj\u0119cie: <strong>ledwo wida\u0107 kierowc\u0119<\/strong>, wida\u0107 samoch\u00f3d i 19 os\u00f3b wok\u00f3\u0142 niego na pit stopie. 19 os\u00f3b spo\u015br\u00f3d tysi\u0119cy pracownik\u00f3w, pracuj\u0105cych w tym samym celu: aby da\u0107 dw\u00f3m kierowcom jak najwi\u0119ksze szanse na sukces. Cz\u0119sto skupiamy si\u0119 tylko na kierowcy i samochodzie na torze lub na podium, ale praca zespo\u0142u i ka\u017cdego cz\u0142onka z osobna jest niesamowita.<\/p>\n<p>Opr\u00f3cz wygrywania wy\u015bcig\u00f3w, partnerstwa sportowe oferuj\u0105 widoczno\u015b\u0107, ekspozycj\u0119 w mediach, tre\u015bci zza kulis, do\u015bwiadczenia fan\u00f3w i zgodno\u015b\u0107 z warto\u015bciami, kt\u00f3rych poszukuj\u0105 marki. Dlatego te\u017c wygrana nie jest jedyn\u0105, ani nawet najwa\u017cniejsz\u0105 warto\u015bci\u0105 p\u0142yn\u0105c\u0105 ze sponsoringu sportowego:<\/p>\n<ul>\n<li><strong>Zwyci\u0119stwa s\u0105 ulotne i nieprzewidywalne<\/strong> &#8211; zespo\u0142y i sportowcy przechodz\u0105 przez cykle wzlot\u00f3w i upadk\u00f3w. Marki potrzebuj\u0105 wi\u0119kszej sp\u00f3jno\u015bci warto\u015bci i korzy\u015bci ni\u017c zapewnia zwyci\u0119stwo. D\u0142ugoterminowe partnerstwo trwa d\u0142u\u017cej ni\u017c zwyci\u0119stwa i pora\u017cki.<\/li>\n<li><strong>Podr\u00f3\u017c jest r\u00f3wnie wa\u017cna jak cel<\/strong>: fani \u0142\u0105cz\u0105 si\u0119 z inspiruj\u0105cymi historiami o zaanga\u017cowaniu, pracy zespo\u0142owej, odporno\u015bci i gotowo\u015bci, kt\u00f3re oferuje sport, niezale\u017cnie od ostatecznych wynik\u00f3w. Te narracje nadaj\u0105 znaczenie zwyci\u0119stwu lub pora\u017cce. Sport pozwala markom dostosowa\u0107 si\u0119 do g\u0142\u0119bszych warto\u015bci: doskona\u0142o\u015bci, po\u015bwi\u0119cenia, spo\u0142eczno\u015bci, pracy zespo\u0142owej i innych. Warto\u015bci wykraczaj\u0105 poza zwyci\u0119stwo lub tytu\u0142. Marki chc\u0105 by\u0107 powi\u0105zane z idea\u0142ami, kt\u00f3re trwaj\u0105.<\/li>\n<li><strong>Widoczno\u015b\u0107 partner\u00f3w trwa<\/strong> &#8211; branding na strojach, pojazdach dru\u017cynowych, sprz\u0119cie i obiektach pozostaje niezale\u017cnie od tego, kto wygra. Ekspozycja trwa w dobrych i z\u0142ych czasach.<\/li>\n<li>Tre\u015bci <strong>zza kulis buduj\u0105 wi\u0119\u017a<\/strong> &#8211; tre\u015bci multimedialne i spo\u0142eczno\u015bciowe podkre\u015blaj\u0105ce osobowo\u015bci i ludzk\u0105 stron\u0119 sportu sprzyjaj\u0105 budowaniu wi\u0119zi. Wykracza to poza zwyci\u0119stwa i pora\u017cki.<\/li>\n<li><strong>Dziedzictwo i dorobek sportowy s\u0105 wa\u017cne<\/strong> &#8211; historia i tradycje d\u0142ugoletniego zespo\u0142u s\u0105 unikalnymi i cennymi skojarzeniami z mark\u0105. Utrzymuj\u0105 si\u0119 przez pokolenia.<\/li>\n<li><strong>Bezpo\u015brednie do\u015bwiadczenia z fanami s\u0105 znacz\u0105ce<\/strong> &#8211; go\u015bcinno\u015b\u0107, wydarzenia, wycieczki i wiele wi\u0119cej stymuluj\u0105 zaanga\u017cowanie. Fani uwielbiaj\u0105 do\u015bwiadczenia, niezale\u017cnie od tego, czy ich dru\u017cyna wygrywa, czy przegrywa danego dnia.<\/li>\n<li><strong>Partnerstwa w zakresie innowacji s\u0105 owocne<\/strong> &#8211; sprz\u0119t, technologia, analityka i inne elementy czerpi\u0105 warto\u015b\u0107 z samej wsp\u00f3\u0142pracy. Wyniki na boisku nie s\u0105 g\u0142\u00f3wnym celem.<br \/>\nFilantropia i wp\u0142yw na spo\u0142eczno\u015b\u0107 &#8211; dzia\u0142alno\u015b\u0107 charytatywna dru\u017cyn, lig i sportowc\u00f3w ma znaczenie przez ca\u0142y rok. Zapewnia to znaczenie odmienne od wynik\u00f3w rywalizacji.<\/li>\n<\/ul>\n<p>Chodzi o to, \u017ce chocia\u017c <strong>wygrana jest korzystna<\/strong>, nie jest jedynym czynnikiem, a nawet najwa\u017cniejszym w wielu przypadkach. Partnerstwa sportowe powinny koncentrowa\u0107 si\u0119 bardziej na wsp\u00f3lnych warto\u015bciach, budowaniu warto\u015bci, do\u015bwiadczeniach i widoczno\u015bci, obszarach, kt\u00f3re przynosz\u0105 korzy\u015bci niezale\u017cnie od tego, kto jest pierwszy.<\/p>\n<p>Oczywi\u015bcie, gdy dru\u017cyna lub sportowiec wygrywa, tworzy si\u0119 dodatkowa wi\u0119\u017a emocjonalna. Jako sponsor, mo\u017cliwo\u015b\u0107 dzielenia si\u0119 tym momentem i \u015bwi\u0119towania wyniku jest \u201ewisienk\u0105 na torcie\u201d, kt\u00f3ra pojawia si\u0119 wraz z wygran\u0105. Ale nie mo\u017ce to by\u0107 g\u0142\u00f3wne oczekiwanie.<\/p>\n<h2>Sponsoring m\u0105dry, a nie trudny<\/h2>\n<p><strong>M\u0105drzy sponsorzy<\/strong> i struktury sportowe nie opieraj\u0105 partnerstwa na wygranych i przegranych, ale na do\u015bwiadczeniach, kt\u00f3re mog\u0105 zaoferowa\u0107 markom, dost\u0119pie, zaanga\u017cowaniu, \u015bwiadomo\u015bci i prezentacji warto\u015bci. Te elementy zapewniaj\u0105 solidny zwrot, niezale\u017cnie od tego, czy dru\u017cyna zajmie pierwsze czy ostatnie miejsce.<\/p>\n<p>Ostatecznie wygrana nie jest czym\u015b, na co marki mog\u0105 liczy\u0107. Ale skupiaj\u0105c si\u0119 na wielu innych korzy\u015bciach p\u0142yn\u0105cych ze sponsoringu sportowego, produktywne partnerstwa s\u0105 osi\u0105gane nawet bez dreszczyku emocji zwi\u0105zanego z pierwszym miejscem. Zwyci\u0119stwa przyjd\u0105 i b\u0119d\u0105 wisienk\u0105 na torcie. Ale to nie one same w sobie nap\u0119dzaj\u0105 d\u0142ugoterminowe partnerstwo.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Je\u015bli jeste\u015b got\u00f3w zainwestowa\u0107 w sponsoring sportowy tylko dlatego, \u017ce chcesz wygra\u0107 i zyska\u0107 widoczno\u015b\u0107 dla swojej marki, pope\u0142niasz du\u017cy b\u0142\u0105d. Widoczno\u015b\u0107 to tylko jedna z wielu korzy\u015bci, jakie firma lub marka mo\u017ce uzyska\u0107 dzi\u0119ki wsp\u00f3\u0142pracy z organizacj\u0105 sportow\u0105, ale w \u017cadnym wypadku nie jedyna. Kiedy m\u00f3wimy o mo\u017cliwo\u015bciach partnerstwa z klientami lub nowymi potencjalnymi [&hellip;]<\/p>\n","protected":false},"author":17,"featured_media":196164,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20213,20214],"tags":[],"class_list":["post-242189","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formula-1-pl","category-formula1-pl"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>W marketingu sportowym wygrana nie jest warto\u015bci\u0105, ani korzy\u015bci\u0105 marketingow\u0105<\/title>\n<meta name=\"description\" content=\"Je\u015bli jeste\u015b got\u00f3w zainwestowa\u0107 w sponsoring sportowy tylko dlatego, \u017ce chcesz wygra\u0107, pope\u0142niasz 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