{"id":242260,"date":"2023-05-17T08:45:30","date_gmt":"2023-05-17T06:45:30","guid":{"rendered":"https:\/\/rtrsports.com\/sponsoring-sportow-motorowych-i-widocznosc-sieci-cyfrowej\/"},"modified":"2026-10-05T11:47:14","modified_gmt":"2026-10-05T09:47:14","slug":"sponsoring-sportow-motorowych-i-widocznosc-sieci-cyfrowej","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pl\/blog\/motorsport-sponsoring-and-visibility-in-the-digital-age\/","title":{"rendered":"Sponsoring i widoczno\u015b\u0107 w sportach motorowych w erze cyfrowej: widownia, platformy i pomiar"},"content":{"rendered":"<p><strong>W sportach motorowych widoczno\u015b\u0107 sponsoringu buduje si\u0119 dzi\u015b na trzech poziomach: transmisji (telewizja i streaming), cyfrowym (media spo\u0142eczno\u015bciowe, wideo, oficjalne tre\u015bci) i fizycznej obecno\u015bci (tor i hospitality). Liczby Formu\u0142y 1 za 2025 rok: 827 milion\u00f3w kibic\u00f3w, 1,83 miliarda \u0142\u0105cznej widowni i 6,7 miliona widz\u00f3w na torach, rekord.<\/strong><\/p>\n<p><em>Zaktualizowano w pa\u017adzierniku 2026 r.<\/em><\/p>\n<p>Od 2026 roku w Stanach Zjednoczonych Formu\u0142a 1 nie jest ju\u017c w tradycyjnym kanale telewizyjnym: wszystkie sesje, od trening\u00f3w po wy\u015bcig, s\u0105 w Apple TV, a niekt\u00f3re wy\u015bcigi i wszystkie treningi dost\u0119pne s\u0105 w aplikacji za darmo. Dla sponsora nie znaczy to, \u017ce logo na samochodzie jest warte mniej: znaczy to, \u017ce zmieni\u0142o si\u0119 miejsce, w kt\u00f3rym jest widziane, a z nim spos\u00f3b jego mierzenia. Tu znajdziesz liczby, kt\u00f3re si\u0119 licz\u0105, trzy poziomy, na kt\u00f3rych rozgrywa si\u0119 widoczno\u015b\u0107, i jak pozna\u0107, czy sponsoring dzia\u0142a.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-126967\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/millennials-using-smartphones-outdoors-together.jpg\" alt=\"Ludzie wsp\u00f3lnie patrz\u0105cy na smartfon na \u015bwie\u017cym powietrzu\" width=\"600\" height=\"371\" \/><\/p>\n<h2>Liczby za 2025 rok<\/h2>\n<p>Formu\u0142a 1 szacuje liczb\u0119 swoich kibic\u00f3w na \u015bwiecie na 827 milion\u00f3w, o 12% wi\u0119cej ni\u017c rok wcze\u015bniej i o 63% wi\u0119cej ni\u017c w 2018 roku. Wed\u0142ug Nielsena sezon 2025 dotar\u0142 do 1,83 miliarda \u0142\u0105cznej widowni, o 6,8% wi\u0119cej ni\u017c rok wcze\u015bniej, z widowni\u0105 oko\u0142o 70 milion\u00f3w na ka\u017cdy weekend wy\u015bcigowy. Na \u017cywo sezon zamkn\u0105\u0142 si\u0119 rekordem 6,7 miliona widz\u00f3w na Grand Prix, wobec 6,5 w 2024 roku.<\/p>\n<p>Jest te\u017c liczba, kt\u00f3ra dotyczy bezpo\u015brednio inwestuj\u0105cych: od 2020 roku liczba partner\u00f3w handlowych mistrzostw prawie si\u0119 potroi\u0142a, z 12 do 31. Wi\u0119cej marek to wi\u0119cej ha\u0142asu: widoczno\u015b\u0107 nie jest ju\u017c deficytowa, jest przedmiotem walki.<\/p>\n<h2>Trzy poziomy widoczno\u015bci<\/h2>\n<ul>\n<li><strong>Transmisja.<\/strong> Telewizja i streaming nios\u0105 mark\u0119 do ogromnej widowni, ale pokazuj\u0105 j\u0105 przez sekundy i w kadrach, kt\u00f3rych nie kontrolujesz: liczy si\u0119, gdzie jest logo na samochodzie, kombinezonie, kasku. Mocny kolor pomaga zosta\u0107 rozpoznanym nawet w szybkim kadrze: tak zrobi\u0142a BWT z r\u00f3\u017cowym, jak opisuje <a href=\"https:\/\/rtrsports.com\/pl\/blog\/how-and-why-does-bwt-sponsor-f1\/\">BWT w Formule 1<\/a>.<\/li>\n<li><strong>Cyfrowy.<\/strong> Media spo\u0142eczno\u015bciowe, wideo i oficjalne tre\u015bci mno\u017c\u0105 okazje zobaczenia marki i pozwalaj\u0105 j\u0105 opowiedzie\u0107: tu nagroda taka jak DHL Fastest Lap Award czy wsp\u00f3\u0142praca przy tre\u015bciach staje si\u0119 materia\u0142em do udost\u0119pniania. Przyk\u0142ady, z \u017ar\u00f3d\u0142ami, s\u0105 w <a href=\"https:\/\/rtrsports.com\/pl\/blog\/osiaganie-sukcesu-poprzez-motorsport-brand-aktywacja\/\">aktywacja marki w motorsporcie<\/a>.<\/li>\n<li><strong>Fizyczna obecno\u015b\u0107.<\/strong> Tor to miejsce, w kt\u00f3rym firma spotyka klient\u00f3w, partner\u00f3w i pracownik\u00f3w: hospitality, spotkania z kierowcami, do\u015bwiadczenia. W MotoGP formu\u0142a nazywa si\u0119 VIP Village i jest wyja\u015bniona w <a href=\"https:\/\/rtrsports.com\/pl\/blog\/czym-jest-motogp-vip-village-i-do-czego-sluzy\/\">czym jest MotoGP VIP Village<\/a>.<\/li>\n<\/ul>\n<h2>Jak mierzy si\u0119 widoczno\u015b\u0107 cyfrow\u0105<\/h2>\n<p>Dotarcie do wielu os\u00f3b to nie to samo, co bycie zapami\u0119tanym. Wy\u015bwietlenia, ods\u0142ony i liczba obserwuj\u0105cych m\u00f3wi\u0105, ile razy marka przesz\u0142a przed czyimi\u015b oczami: to punkt wyj\u015bcia, nie wynik. Aby zrozumie\u0107, czy sponsoring dzia\u0142a, trzeba do tych liczb do\u0142o\u017cy\u0107 co najmniej jedn\u0105 miar\u0119 marki (ile os\u00f3b rozpoznaje sponsora lub kojarzy go z zespo\u0142em) i jedn\u0105 miar\u0119 handlow\u0105 (kontakty, negocjacje, sprzeda\u017c). Licz\u0105 si\u0119 liczby wybrane przed podpisaniem, jak wyja\u015bniamy te\u017c przy aktywacji.<\/p>\n<h2>Co si\u0119 zmienia dla sponsor\u00f3w<\/h2>\n<p>Przy tak szerokiej widowni i tylu markach w stawce r\u00f3\u017cnic\u0119 robi nie logo, lecz idea: kolor, nagroda, sprawa, produkt, kt\u00f3ry marka mo\u017ce posiada\u0107 w \u015bwiecie tego zespo\u0142u. Kto chce zrozumie\u0107, kto jest dzi\u015b w stawce, znajdzie umowy w analizie <a href=\"https:\/\/rtrsports.com\/pl\/blog\/the-275-sponsorship-deals-of-the-2023-formula-1-seasons\/\">sponsorzy zespo\u0142\u00f3w F1 w 2026 roku<\/a>, a o progach bud\u017cetowych m\u00f3wi poradnik o <a href=\"https:\/\/rtrsports.com\/pl\/blog\/cost-formula-1-sponsoring\/\">kosztach sponsoringu w Formule 1<\/a>.<\/p>\n<div class=\"new-blog-inline-cta\"><\/p><div><strong>Chcesz wprowadzi\u0107 swoj\u0105 mark\u0119 do Formu\u0142y 1?<\/strong><br \/>RTR Sports Marketing buduje sponsoring w sportach motorowych od 1995 roku.<\/div><p><a href=\"https:\/\/rtrsports.com\/pl\/formula-1-sponsoring\/\" class=\"btn\" style=\"white-space: nowrap; margin: 10px;\">Sponsoring w Formule 1<\/a><br \/><\/div>\n<p><strong>\u0179r\u00f3d\u0142a<\/strong>: <a href=\"https:\/\/corp.formula1.com\/formula-1-2025-season-review\/\" target=\"_blank\" rel=\"nofollow noopener\">Formula 1, 2025 w liczbach<\/a>; <a href=\"https:\/\/www.formula1.com\/en\/latest\/article\/formula-1s-record-breaking-2025-season-in-numbers.irq7aR8PcyAw7ysO72vJn\" target=\"_blank\" rel=\"nofollow noopener\">Formula 1, rekordowy sezon 2025<\/a>; <a href=\"https:\/\/www.blackbookmotorsport.com\/features\/f1-2025-season-review-numbers-viewership-attendance-commercial\/\" target=\"_blank\" rel=\"nofollow noopener\">Black Book Motorsport, F1 2025 w liczbach<\/a>; <a href=\"https:\/\/www.grandprix247.com\/2025\/12\/20\/f1-news-formula-1-2025-season-end-of-year-review\/\" target=\"_blank\" rel=\"nofollow noopener\">GrandPrix247, podsumowanie sezonu 2025<\/a>; <a href=\"https:\/\/www.broadcastnow.co.uk\/broadcasting\/f1-records-largest-audience-in-five-years\/5214597.article\" target=\"_blank\" rel=\"nofollow noopener\">Broadcast, najwi\u0119ksza widownia od pi\u0119ciu lat<\/a>; <a href=\"https:\/\/scuderiafans.com\/formula-1-audience-continues-to-surge-with-1-83-billion-total-viewers-worldwide\/\" target=\"_blank\" rel=\"nofollow noopener\">ScuderiaFans, 1,83 miliarda widz\u00f3w<\/a>; <a href=\"https:\/\/www.si.com\/onsi\/f1\/news\/f1-and-apple-confirm-united-states-tv-rights-deal-everything-you-need-to-know\" target=\"_blank\" rel=\"nofollow noopener\">Sports Illustrated, F1 i Apple w Stanach Zjednoczonych<\/a>; <a href=\"https:\/\/www.techradar.com\/televisions\/streaming-devices\/go-go-go-apple-tv-is-the-official-home-of-f1-races-and-more-in-the-united-states-starting-in-2026\" target=\"_blank\" rel=\"nofollow noopener\">TechRadar, Apple TV i F1<\/a>.<\/p>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>Najcz\u0119\u015bciej zadawane pytania<\/b><\/h2>\r\n        \r\n        <\/p>\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>Ilu kibic\u00f3w ma Formu\u0142a 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>\nFormu\u0142a 1 szacuje liczb\u0119 kibic\u00f3w na \u015bwiecie na 827 milion\u00f3w w 2025 roku, o 12% wi\u0119cej ni\u017c w 2024 i o 63% wi\u0119cej ni\u017c w 2018. Nielsen podaje 1,83 miliarda \u0142\u0105cznej widowni w sezonie.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \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>Gdzie ogl\u0105da\u0107 Formu\u0142\u0119 1 w Stanach Zjednoczonych w 2026 roku?<\/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>\nW Apple TV: wszystkie sesje, od trening\u00f3w po wy\u015bcig, a niekt\u00f3re wy\u015bcigi i wszystkie treningi s\u0105 w aplikacji za darmo, w ramach pi\u0119cioletniej umowy.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \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>Ilu partner\u00f3w handlowych ma Formu\u0142a 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>\nOd 2020 roku liczba partner\u00f3w mistrzostw prawie si\u0119 potroi\u0142a, z 12 do 31.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \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 mierzy si\u0119 cyfrow\u0105 widoczno\u015b\u0107 sponsoringu?<\/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>\nWy\u015bwietlenia i ods\u0142ony to punkt wyj\u015bcia; aby wiedzie\u0107, czy dzia\u0142a, potrzebna jest te\u017c miara marki (rozpoznawalno\u015b\u0107 i skojarzenie z zespo\u0142em) oraz handlowa (kontakty, negocjacje, sprzeda\u017c), wybrane przed podpisaniem.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \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>Gdzie buduje si\u0119 widoczno\u015b\u0107 sponsora w sportach motorowych?<\/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>\nNa trzech poziomach: transmisji (TV i streaming), cyfrowym (media spo\u0142eczno\u015bciowe, wideo i tre\u015bci) oraz fizycznej obecno\u015bci (tor, hospitality i spotkania).<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n<p>\r\n    <\/div>\r\n    \n","protected":false},"excerpt":{"rendered":"<p>W sportach motorowych widoczno\u015b\u0107 sponsoringu buduje si\u0119 dzi\u015b na trzech poziomach: transmisji (telewizja i streaming), cyfrowym (media spo\u0142eczno\u015bciowe, wideo, oficjalne tre\u015bci) i fizycznej obecno\u015bci (tor i hospitality). Liczby Formu\u0142y 1 za 2025 rok: 827 milion\u00f3w kibic\u00f3w, 1,83 miliarda \u0142\u0105cznej widowni i 6,7 miliona widz\u00f3w na torach, rekord. Zaktualizowano w pa\u017adzierniku 2026 r. Od 2026 roku [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":194623,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20211],"tags":[],"class_list":["post-242260","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sponsoring-sportowy-pl"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Widoczno\u015b\u0107 sponsoringu w motorsporcie: era cyfrowa<\/title>\n<meta name=\"description\" content=\"Jak buduje si\u0119 widoczno\u015b\u0107 sponsoringu w sportach motorowych: 827 mln kibic\u00f3w F1, trzy poziomy (TV, cyfrowy, tor) i jak j\u0105 mierzy\u0107.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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content=\"https:\/\/www.facebook.com\/rtrsportsmarketing\" \/>\n<meta property=\"og:image\" content=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/millennials-using-smartphones-outdoors-together.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1500\" \/>\n\t<meta property=\"og:image:height\" content=\"928\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Emanuele Venturoli\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@twitter.com\/RTR_motoGP\" \/>\n<meta name=\"twitter:site\" content=\"@rtrsports\" \/>\n<meta name=\"twitter:label1\" content=\"Napisane przez\" \/>\n\t<meta name=\"twitter:data1\" content=\"Emanuele Venturoli\" \/>\n\t<meta name=\"twitter:label2\" content=\"Szacowany czas czytania\" \/>\n\t<meta name=\"twitter:data2\" content=\"17 minut\" \/>\n<script type=\"application\/ld+json\" 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