{"id":242189,"date":"2023-10-19T14:40:55","date_gmt":"2023-10-19T12:40:55","guid":{"rendered":"https:\/\/rtrsports.com\/in-sports-marketing-win-win-win-win-win-win\/"},"modified":"2026-10-09T15:31:53","modified_gmt":"2026-10-09T13:31:53","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 wygrywanie nie jest warto\u015bci\u0105: prawdziwe korzy\u015bci ze sponsoringu"},"content":{"rendered":"<p>Je\u015bli jeste\u015b got\u00f3w zainwestowa\u0107 w <strong>sponsoring sportowy<\/strong> tylko dlatego, \u017ce chcesz wygrywa\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 czerpa\u0107 ze wsp\u00f3\u0142pracy z organizacj\u0105 sportow\u0105, i z pewno\u015bci\u0105 nie jedyna. Kiedy rozmawiamy z klientami lub nowymi kontaktami o mo\u017cliwo\u015bciach partnerstwa, zawsze staramy si\u0119 skupia\u0107 nie tylko na widoczno\u015bci, jak\u0105 mo\u017cna uzyska\u0107, czy na wynikach wy\u015bcig\u00f3w, ale tak\u017ce, a nawet przede wszystkim, na warto\u015bciach i korzy\u015bciach marketingowych, kt\u00f3re mo\u017cna wykorzysta\u0107, inwestuj\u0105c w takie programy.<\/p>\n<h2>Warto\u015bci zamiast wynik\u00f3w<\/h2>\n<p>Inwestowanie w <a href=\"https:\/\/rtrsports.com\/pl\/formula-1-sponsoring\/\">Formu\u0142\u0119 1<\/a>, Formu\u0142\u0119 E czy <a href=\"https:\/\/rtrsports.com\/pl\/sponsoring-motogp\/\">MotoGP<\/a> nie polega po prostu na wyborze najszybszego zespo\u0142u lub kierowcy, kt\u00f3ry wygrywa najcz\u0119\u015bciej. To tak nie dzia\u0142a. M\u00f3wimy o warto\u015bciach. Oto na przyk\u0142ad kr\u00f3tka lista warto\u015bci kojarzonych 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\u0119dzynarodowy charakter<\/li>\n<li>rywalizacja<\/li>\n<li>szybko\u015b\u0107<\/li>\n<li>doskona\u0142o\u015b\u0107<\/li>\n<li>wysokie osi\u0105gi<\/li>\n<li>duch zespo\u0142owy<\/li>\n<li>tradycja i historia<\/li>\n<li>glamour<\/li>\n<\/ul>\n<p>Je\u015bli my\u015blisz o sponsorowaniu <strong>Formu\u0142y E<\/strong>, dochodz\u0105 do tego inne warto\u015bci, na przyk\u0142ad:<\/p>\n<ul>\n<li>zr\u00f3wnowa\u017cony rozw\u00f3j<\/li>\n<li>post\u0119p<\/li>\n<li>efektywno\u015b\u0107<\/li>\n<li>pionierski duch<\/li>\n<li>zaawansowana technologia<\/li>\n<li>nowe wyzwania<\/li>\n<li>wizja przysz\u0142o\u015bci<\/li>\n<\/ul>\n<p>W\u0142\u0105czaj\u0105c do komunikacji firmy cho\u0107by kilka z tych element\u00f3w, ka\u017cda marka mo\u017ce zbudowa\u0107 bogaty w tre\u015bci plan komunikacji, kt\u00f3ry przez co najmniej pi\u0119\u0107 lat pozostanie trafny, ciekawy i aktualny. <strong>A tak przy okazji: czy widzisz na tej li\u015bcie s\u0142owo \u201ewygrywanie\u201d? Nie.<\/strong> Wygrywanie nie jest warto\u015bci\u0105: to co\u015b, co mo\u017cna nazwa\u0107 dodatkiem, wisienk\u0105 na torcie.<\/p>\n<p><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=\"Wpis McLarena o rekordowym pit stopie trwaj\u0105cym 1,80 sekundy podczas Grand Prix Kataru 2023, z rolami cz\u0142onk\u00f3w zespo\u0142u\" width=\"752\" height=\"1168\" \/><\/p>\n<p><em>Wpis, w kt\u00f3rym McLaren og\u0142osi\u0142 rekord. \u0179r\u00f3d\u0142o: McLaren Racing.<\/em><\/p>\n<h2>Komunikowanie pracy zespo\u0142owej<\/h2>\n<p>Chcia\u0142abym by\u0107 jednym ze sponsor\u00f3w <strong>McLarena<\/strong> i mie\u0107 okazj\u0119 wys\u0142a\u0107 do wszystkich pracownik\u00f3w firmy maila o rekordzie, kt\u00f3ry zesp\u00f3\u0142 Formu\u0142y 1 ustanowi\u0142 podczas Grand Prix Kataru 2023: <strong>pit stop trwaj\u0105cy 1,80 sekundy<\/strong> przy samochodzie Lando Norrisa, do dzi\u015b najszybszy w historii Formu\u0142y 1. Rekord osi\u0105gni\u0119ty dzi\u0119ki ogromnej pracy zespo\u0142owej, na kt\u00f3r\u0105 z\u0142o\u017cy\u0142y si\u0119 ci\u0105g\u0142e pr\u00f3by, treningi, dba\u0142o\u015b\u0107 o szczeg\u00f3\u0142y, koncentracja i odporno\u015b\u0107.<\/p>\n<p>Sp\u00f3jrz na t\u0119 grafik\u0119: <strong>kierowc\u0119 ledwo wida\u0107<\/strong>; wida\u0107 samoch\u00f3d i oko\u0142o dwudziestu os\u00f3b, kt\u00f3re zajmuj\u0105 si\u0119 nim podczas pit stopu. Oko\u0142o dwudziestu os\u00f3b pracuj\u0105cych w tym samym celu: by da\u0107 obu kierowcom jak najwi\u0119ksze szanse na sukces. Cz\u0119sto skupiamy si\u0119 tylko na kierowcy i samochodzie na torze albo na podium, ale praca zespo\u0142u i ka\u017cdego jego cz\u0142onka jest niezwyk\u0142a. I to historia, kt\u00f3r\u0105 sponsor mo\u017ce opowiada\u0107 zawsze, niezale\u017cnie od niedzielnego wyniku.<\/p>\n<h2>Dlaczego zwyci\u0119stwo nie jest najwa\u017cniejsz\u0105 warto\u015bci\u0105<\/h2>\n<p>Poza zwyci\u0119stwami partnerstwa sportowe zapewniaj\u0105 widoczno\u015b\u0107, obecno\u015b\u0107 w mediach, tre\u015bci zza kulis, do\u015bwiadczenia dla kibic\u00f3w i powi\u0105zanie z warto\u015bciami, kt\u00f3rych szukaj\u0105 marki. Dlatego zwyci\u0119stwo nie jest ani jedyn\u0105, ani nawet najwa\u017cniejsz\u0105 warto\u015bci\u0105 sponsoringu sportowego:<\/p>\n<ul>\n<li><strong>Zwyci\u0119stwa s\u0105 ulotne i nieprzewidywalne.<\/strong> Zespo\u0142y i sportowcy przechodz\u0105 okresy wzlot\u00f3w i upadk\u00f3w. Marki potrzebuj\u0105 sp\u00f3jno\u015bci warto\u015bci i korzy\u015bci, kt\u00f3rej zwyci\u0119stwa nie s\u0105 w stanie zagwarantowa\u0107. D\u0142ugoterminowe partnerstwa trwaj\u0105 d\u0142u\u017cej ni\u017c zwyci\u0119stwa i pora\u017cki.<\/li>\n<li><strong>Droga liczy si\u0119 tak samo jak cel.<\/strong> Kibice przywi\u0105zuj\u0105 si\u0119 do historii zaanga\u017cowania, pracy zespo\u0142owej, odporno\u015bci i przygotowa\u0144, kt\u00f3re oferuje sport, niezale\u017cnie od ko\u0144cowego wyniku. Sport pozwala markom uto\u017csamia\u0107 si\u0119 z g\u0142\u0119bszymi warto\u015bciami, takimi jak doskona\u0142o\u015b\u0107, po\u015bwi\u0119cenie, wsp\u00f3lnota i praca zespo\u0142owa, kt\u00f3re przetrwaj\u0105 ka\u017cdy tytu\u0142.<\/li>\n<li><strong>Widoczno\u015b\u0107 partner\u00f3w trwa w czasie.<\/strong> Marka na kombinezonach, samochodach, sprz\u0119cie i obiektach pozostaje, niezale\u017cnie od tego, kto wygrywa. Ekspozycja trwa na dobre i na z\u0142e.<\/li>\n<li><strong>Tre\u015bci zza kulis buduj\u0105 wi\u0119\u017a.<\/strong> Materia\u0142y wideo i tre\u015bci w mediach spo\u0142eczno\u015bciowych pokazuj\u0105ce ludzi i ludzk\u0105 stron\u0119 sportu wzmacniaj\u0105 wi\u0119\u017a, niezale\u017cnie od zwyci\u0119stw i pora\u017cek. Jak zamieni\u0107 je w plan, wyja\u015bniamy w artykule o <a href=\"https:\/\/rtrsports.com\/pl\/blog\/rola-tresci-w-sukcesie-strategii-sponsoringu-sportow-motorowych-kompleksowy-marketing-tresci\/\">content marketingu w sporcie<\/a>.<\/li>\n<li><strong>Historia i tradycja maj\u0105 znaczenie.<\/strong> Historia i tradycje zespo\u0142u z d\u0142ugim sta\u017cem to wyj\u0105tkowe i cenne skojarzenia dla marki, kt\u00f3re przetrwaj\u0105 pokolenia.<\/li>\n<li><strong>Bezpo\u015brednie do\u015bwiadczenia z kibicami zostaj\u0105 w pami\u0119ci.<\/strong> Hospitality, wydarzenia i wizyty w boksach buduj\u0105 zaanga\u017cowanie: kibice uwielbiaj\u0105 takie do\u015bwiadczenia, niezale\u017cnie od tego, czy ich zesp\u00f3\u0142 danego dnia wygra, czy przegra.<\/li>\n<li><strong>Partnerstwa technologiczne przynosz\u0105 owoce.<\/strong> Sprz\u0119t, technologia i analiza danych czerpi\u0105 warto\u015b\u0107 z samej wsp\u00f3\u0142pracy, a nie z wyniku na torze.<\/li>\n<li><strong>Filantropia i wp\u0142yw na spo\u0142eczno\u015b\u0107.<\/strong> Dzia\u0142alno\u015b\u0107 spo\u0142eczna zespo\u0142\u00f3w, mistrzostw i sportowc\u00f3w ma znaczenie przez ca\u0142y rok i nadaje sens wykraczaj\u0105cy poza wyniki sportowe.<\/li>\n<\/ul>\n<p>Chodzi o to, \u017ce cho\u0107 <strong>wygrywanie jest korzy\u015bci\u0105<\/strong>, w wielu przypadkach nie jest najwa\u017cniejszym czynnikiem. Partnerstwa sportowe powinny koncentrowa\u0107 si\u0119 przede wszystkim na wsp\u00f3lnych warto\u015bciach, do\u015bwiadczeniach i widoczno\u015bci, czyli na obszarach, kt\u00f3re przynosz\u0105 korzy\u015bci niezale\u017cnie od tego, kto przyjedzie pierwszy. Konkretne powody, dla kt\u00f3rych sport pomaga firmie si\u0119 rozwija\u0107, zebrali\u015bmy w naszym przewodniku po <a href=\"https:\/\/rtrsports.com\/pl\/blog\/how-sports-sponsorship-can-help-your-brand-to-boost\/\">korzy\u015bciach ze sponsoringu sportowego<\/a>.<\/p>\n<p>Oczywi\u015bcie, gdy zesp\u00f3\u0142 lub sportowiec wygrywa, powstaje dodatkowa wi\u0119\u017a emocjonalna. Dla sponsora mo\u017cliwo\u015b\u0107 dzielenia tej chwili i \u015bwi\u0119towania wyniku to wisienka na torcie. Ale nie mo\u017ce to by\u0107 g\u0142\u00f3wne oczekiwanie.<\/p>\n<h2>Sponsorowa\u0107 m\u0105drze, a nie na si\u0142\u0119<\/h2>\n<p>M\u0105drzy sponsorzy buduj\u0105 partnerstwa nie na zwyci\u0119stwach i pora\u017ckach, lecz na tym, co sponsoring mo\u017ce da\u0107 marce: dost\u0119p, zaanga\u017cowanie, rozpoznawalno\u015b\u0107 i warto\u015bci do komunikowania. To w\u0142a\u015bnie te elementy gwarantuj\u0105 solidny zwrot, niezale\u017cnie od tego, czy zesp\u00f3\u0142 zajmie pierwsze, czy ostatnie miejsce.<\/p>\n<p>Ostatecznie zwyci\u0119stwo nie jest czym\u015b, na co marka mo\u017ce liczy\u0107. Skupiaj\u0105c si\u0119 jednak na innych korzy\u015bciach ze sponsoringu sportowego, mo\u017cna budowa\u0107 owocne partnerstwa nawet bez emocji pierwszego miejsca. Zwyci\u0119stwa przyjd\u0105 i b\u0119d\u0105 wisienk\u0105 na torcie. Ale to nie one s\u0105 tortem, kt\u00f3ry podtrzymuje d\u0142ugoterminowe partnerstwo.<\/p>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>Najcz\u0119stsze pytania o korzy\u015bci ze sponsoringu sportowego<\/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>Czy zwyci\u0119stwa s\u0105 wa\u017cne w sponsoringu sportowym?<\/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>Wygrywanie jest korzy\u015bci\u0105, ale nie warto\u015bci\u0105, na kt\u00f3rej nale\u017cy budowa\u0107 sponsoring. Wyniki s\u0105 nieprzewidywalne: solidne partnerstwo opiera si\u0119 na warto\u015bciach wybranego sportu, sta\u0142ej widoczno\u015bci, tre\u015bciach i do\u015bwiadczeniach, kt\u00f3re przynosz\u0105 korzy\u015bci niezale\u017cnie od miejsca w klasyfikacji.<\/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>Jakie korzy\u015bci daje sponsoring sportowy poza widoczno\u015bci\u0105?<\/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>Powi\u0105zanie z warto\u015bciami sportu, tre\u015bci zza kulis, do\u015bwiadczenia hospitality dla klient\u00f3w i pracownik\u00f3w, partnerstwa technologiczne, dost\u0119p do sieci kontakt\u00f3w oraz mo\u017cliwo\u015b\u0107 komunikowania zaanga\u017cowania spo\u0142ecznego marki.<\/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>Jakie warto\u015bci kojarz\u0105 si\u0119 z Formu\u0142\u0105 1?<\/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>Technologia na najwy\u017cszym poziomie, badania i rozw\u00f3j, mi\u0119dzynarodowy charakter, rywalizacja, szybko\u015b\u0107, doskona\u0142o\u015b\u0107, wysokie osi\u0105gi, duch zespo\u0142owy, tradycja i glamour. To warto\u015bci, kt\u00f3re marka mo\u017ce wykorzystywa\u0107 w komunikacji przez lata, niezale\u017cnie od wynik\u00f3w zespo\u0142u.<\/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>Jakie warto\u015bci kojarz\u0105 si\u0119 z Formu\u0142\u0105 E?<\/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>Zr\u00f3wnowa\u017cony rozw\u00f3j, post\u0119p, efektywno\u015b\u0107, pionierski duch, zaawansowana technologia, otwarto\u015b\u0107 na nowe wyzwania i wizja przysz\u0142o\u015bci. Pasuj\u0105 one szczeg\u00f3lnie do marek, kt\u00f3re chc\u0105 komunikowa\u0107 innowacyjno\u015b\u0107 i zaanga\u017cowanie w ochron\u0119 \u015brodowiska.<\/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 komunikowa\u0107 sponsoring, gdy zesp\u00f3\u0142 nie wygrywa?<\/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>Opowiadaj\u0105c o pracy zespo\u0142owej, ludziach, technologii i do\u015bwiadczeniach. Pit stop McLarena trwaj\u0105cy 1,80 sekundy w Katarze w 2023 roku jest tego przyk\u0142adem: to historia przygotowania i precyzji, kt\u00f3ra ma warto\u015b\u0107 dla sponsora niezale\u017cnie od wyniku wy\u015bcigu.<\/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>Na czym opiera si\u0119 skuteczny sponsoring sportowy?<\/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>Na wsp\u00f3lnych warto\u015bciach marki i w\u0142a\u015bciciela praw sportowych, jasnych celach, planie aktywacji i tre\u015bci oraz pomiarze zwrotu powi\u0105zanym z wynikami biznesowymi. Zwyci\u0119stwo, gdy przychodzi, jest dodatkiem.<\/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>Je\u015bli jeste\u015b got\u00f3w zainwestowa\u0107 w sponsoring sportowy tylko dlatego, \u017ce chcesz wygrywa\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 czerpa\u0107 ze wsp\u00f3\u0142pracy z organizacj\u0105 sportow\u0105, i z pewno\u015bci\u0105 nie jedyna. Kiedy rozmawiamy z klientami lub nowymi kontaktami o mo\u017cliwo\u015bciach partnerstwa, zawsze [&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":[20212,20211],"tags":[],"class_list":["post-242189","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportowy","category-sponsoring-sportowy-pl"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Korzy\u015bci ze sponsoringu sportowego poza zwyci\u0119stwami<\/title>\n<meta name=\"description\" content=\"Korzy\u015bci ze sponsoringu sportowego nie zale\u017c\u0105 od zwyci\u0119stw: warto\u015bci F1 i Formu\u0142y E, rekord McLarena 1,80 sekundy i to, co 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