{"id":242283,"date":"2023-03-30T16:12:26","date_gmt":"2023-03-30T14:12:26","guid":{"rendered":"https:\/\/rtrsports.com\/tworzenie-sportowych-tresci-wartosciujacych-marke-jakies-historie-sukcesu\/"},"modified":"2026-10-01T17:55:18","modified_gmt":"2026-10-01T15:55:18","slug":"tworzenie-sportowych-tresci-wartosciujacych-marke-jakies-historie-sukcesu","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pl\/blog\/create-sports-content-valuing-a-brand-some-success-stories\/","title":{"rendered":"Content marketing w sporcie: co dzia\u0142a w sportach motorowych w 2026 roku"},"content":{"rendered":"<p><strong>Content marketing w sporcie w skr\u00f3cie: to historie budowane wok\u00f3\u0142 mistrzostw, zespo\u0142u lub kierowcy, od seriali dokumentalnych przez filmy po produkty i partnerstwa, kt\u00f3re nios\u0105 mark\u0119 tam, gdzie nie si\u0119ga transmisja na \u017cywo. W sportach motorowych pokazuj\u0105 to liczby: w Stanach Zjednoczonych ponad 360 000 widz\u00f3w, kt\u00f3rzy pod koniec 2021 roku nie ogl\u0105dali F1, \u015bledzi\u0142o wy\u015bcigi 2022 po obejrzeniu Drive to Survive, a w 2025 roku F1 The Movie sta\u0142 si\u0119 najbardziej dochodowym filmem w historii Apple.<\/strong><\/p>\n<p><em>Zaktualizowano w pa\u017adzierniku 2026 roku.<\/em><\/p>\n<p>Je\u015bli patrzysz tylko na sponsoring, marka w F1 to logo widoczne przez kilka godzin w niedziel\u0119. Je\u015bli patrzysz, jak mistrzostwa przesuwaj\u0105 swoje kontrakty, odkrywasz, \u017ce warto\u015b\u0107 przenios\u0142a si\u0119 gdzie indziej. W pa\u017adzierniku 2024 roku F1 og\u0142osi\u0142a z LVMH dziesi\u0119cioletni\u0105 umow\u0119, od 2025 do 2034 roku, kt\u00f3ra wprowadza do mistrzostw Louis Vuitton, Mo\u00ebt Hennessy i TAG Heuer, a wyprowadza Rolexa, oficjalnego mierz\u0105cego czas przez dwana\u015bcie lat. Nie kupuje si\u0119 ju\u017c tylko miejsca: kupuje si\u0119 miejsce w opowie\u015bci.<\/p>\n<h2>Tre\u015bci dla marek w sporcie: kr\u00f3tka odpowied\u017a<\/h2>\n<ul>\n<li>Czym jest: historie tworzone wok\u00f3\u0142 mistrzostw, zespo\u0142u lub kierowcy, a nie reklamy.<\/li>\n<li>Formaty, kt\u00f3re dzia\u0142aj\u0105 w sportach motorowych: seriale dokumentalne, filmy, produkty licencjonowane i partnerstwa z tre\u015bciami wpisanymi w kontrakt.<\/li>\n<li>Liczba odniesienia: ponad 360 000 ameryka\u0144skich widz\u00f3w nowych dla F1 po Drive to Survive, 2,3% z 16 milion\u00f3w zmierzonych widz\u00f3w (Nielsen, 2022).<\/li>\n<li>Ograniczenie: marka wchodzi do opowie\u015bci w\u0142a\u015bciciela praw, nie produkuje jej sama.<\/li>\n<\/ul>\n<h2>Dlaczego w sportach motorowych tre\u015b\u0107 wa\u017cy wi\u0119cej ni\u017c gdzie indziej<\/h2>\n<p>Tor to plan zdj\u0119ciowy, nie scena. Grand Prix trwa weekend; historia kierowcy trwa sezon i powstaje poza torem. Nielsen zmierzy\u0142 ten efekt bezpo\u015brednio: premiera czwartego sezonu Drive to Survive mia\u0142a o 60% wi\u0119cej widz\u00f3w ni\u017c trzeciego, a 41% os\u00f3b, kt\u00f3re obejrza\u0142y serial, obejrza\u0142o potem tak\u017ce pierwsze trzy tygodnie sezonu 2022 (Nielsen, 2022).<\/p>\n<p>Kto pojawia si\u0119 w tej opowie\u015bci, nie kupuje uj\u0119cia kamery, lecz kontekst, w kt\u00f3rym kibic przywi\u0105zuje si\u0119 do kierowcy. To interpretacja, nie dana: liczby mierz\u0105 serial, nie poszczeg\u00f3lne marki, kt\u00f3re w nim wyst\u0119puj\u0105.<\/p>\n<h2>1. Serial dokumentalny: Drive to Survive i MotoGP Unlimited<\/h2>\n<p>Drive to Survive jest na Netflixie od 2019 roku, ma osiem sezon\u00f3w i potwierdzony dziewi\u0105ty. Wed\u0142ug Nielsena ponad 360 000 widz\u00f3w, kt\u00f3rzy pod koniec 2021 roku nie ogl\u0105dali F1, obejrza\u0142o wy\u015bcigi 2022 po obejrzeniu serialu, czyli 2,3% z oko\u0142o 16 milion\u00f3w zmierzonych widz\u00f3w. Druga strona: wed\u0142ug What&#8217;s on Netflix ogl\u0105dalno\u015b\u0107 w ostatnich sezonach stopniowo spada\u0142a, a produkcja rozwa\u017ca nowe formaty. Serial nie jest tre\u015bci\u0105 trwa\u0142\u0105, trzeba go podtrzymywa\u0107.<\/p>\n<p>MotoGP odpowiedzia\u0142o serialem MotoGP Unlimited: od 14 marca 2022 roku w Prime Video, osiem odcink\u00f3w po 50 minut o sezonie 2021, produkcji Mediapro z Dorn\u0105, z tytu\u0142em Fabio Quartararo, ostatnim sezonem Valentino Rossiego i powrotem Marca M\u00e1rqueza po kontuzji.<\/p>\n<h2>2. Film: F1 The Movie i prawa telewizyjne<\/h2>\n<p>F1 The Movie, z Bradem Pittem i Damsonem Idrisem, wszed\u0142 na ekrany 27 czerwca 2025 roku i sta\u0142 si\u0119 najbardziej dochodowym filmem w historii Apple, wyprzedzaj\u0105c Napoleona (221 milion\u00f3w dolar\u00f3w), wed\u0142ug NBC News. 17 pa\u017adziernika 2025 roku Apple uzyska\u0142o na pi\u0119\u0107 lat, od 2026 roku, wy\u0142\u0105czne prawa do F1 w Stanach Zjednoczonych, w umowie, kt\u00f3ra wed\u0142ug Driven nast\u0119puje po sukcesie filmu. Firma, kt\u00f3ra wchodzi do F1 przez film, idzie odwrotn\u0105 drog\u0105 ni\u017c marka wchodz\u0105ca z logo.<\/p>\n<h2>3. Produkt jako tre\u015b\u0107: Puma<\/h2>\n<p>Przypadek Pumy to wersja komercyjna: str\u00f3j, kt\u00f3ry kierowca nosi na torze, jest tym samym, kt\u00f3ry kupuje kibic. Puma jest oficjalnym dostawc\u0105 F1 od 2024 roku, a w 2026 roku ubiera Ferrari, McLarena i Aston Martina; nasza analiza o <a href=\"https:\/\/rtrsports.com\/pl\/blog\/does-puma-sponsor-f1-unveiling-the-collaboration-between-puma-and-formula-1-racing\/\">Pumie i F1<\/a> odtwarza, kt\u00f3re zespo\u0142y ubiera\u0142a, a kt\u00f3re opu\u015bci\u0142a.<\/p>\n<h2>4. Kontrakt jako tre\u015b\u0107: LVMH i Rolex<\/h2>\n<p>Rolex by\u0142 oficjalnym mierz\u0105cym czas F1 przez dwana\u015bcie lat, od 2013 roku. Dzi\u0119ki dziesi\u0119cioletniej umowie og\u0142oszonej w pa\u017adzierniku 2024 roku od 2025 roku t\u0119 rol\u0119 przejmuje TAG Heuer, a Louis Vuitton i Mo\u00ebt Hennessy wchodz\u0105 do mistrzostw u jego boku. Dwana\u015bcie lat obecno\u015bci nie zagwarantowa\u0142o przed\u0142u\u017cenia: dla marki d\u0142ugo\u015b\u0107 kontraktu to dana, nie gwarancja. O tym, jak ocenia\u0107 wyb\u00f3r mi\u0119dzy przed\u0142u\u017ceniem a zmian\u0105, m\u00f3wi przewodnik o <a href=\"https:\/\/rtrsports.com\/pl\/blog\/odnowienie-renegocjacja-lub-zmiana-jak-zdecydowac-kiedy-konczy-sie-cykl-sponsorowania-sportow-motorowych\/\">przed\u0142u\u017caniu lub zmianie sponsoringu w sportach motorowych<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/2018_fia_formula_2_championship_silverstone_circuit_43741848941-533x400.jpg\" alt=\"Pole startowe wy\u015bcigu Formu\u0142y 2 w Silverstone w 2018 roku, z banerami Rolexa nad prost\u0105\" width=\"533\" height=\"400\" \/><\/p>\n<h2>Klasyczne b\u0142\u0119dy<\/h2>\n<p>Widz\u0119, jak powtarzaj\u0105 si\u0119 trzy. Pierwszy to mierzenie tylko widoczno\u015bci: liczenie sekund logo i ignorowanie, ilu nowych kibic\u00f3w przyci\u0105ga opowie\u015b\u0107. Drugi to wiara, \u017ce mo\u017cna produkowa\u0107 samemu: przywo\u0142ane seriale i filmy powstaj\u0105 dzi\u0119ki dost\u0119powi, jaki daj\u0105 mistrzostwa lub zesp\u00f3\u0142, a marka wchodzi w t\u0119 opowie\u015b\u0107, nie buduje jej na zewn\u0105trz. Trzeci to traktowanie tre\u015bci jak kampanii: Drive to Survive ma osiem sezon\u00f3w i ju\u017c pokazuje, \u017ce nawet najbardziej udany format trzeba odnawia\u0107.<\/p>\n<h2>Metoda w trzech krokach<\/h2>\n<p>Pierwszy: wybra\u0107 w\u0142a\u015bciciela praw ze wzgl\u0119du na histori\u0119, kt\u00f3r\u0105 opowiada, a nie tylko logo, kt\u00f3re oferuje. Drugi: wynegocjowa\u0107 tre\u015bci w kontrakcie, czyli dost\u0119p, formaty i prawa do ponownego wykorzystania, przed podpisaniem. Trzeci: mierzy\u0107, ilu nowych kibic\u00f3w dociera do marki, a nie tylko ile razy si\u0119 pojawia. Punktem wyj\u015bcia dla F1 jest strona o <a href=\"https:\/\/rtrsports.com\/pl\/formula-1-sponsoring\/\">sponsoringu w Formule 1<\/a>; dla MotoGP strona o <a href=\"https:\/\/rtrsports.com\/pl\/sponsoring-motogp\/\">sponsoringu MotoGP<\/a>.<\/p>\n<p>Logo pozwala zobaczy\u0107 mark\u0119. Opowie\u015b\u0107 pozwala j\u0105 wybra\u0107.<\/p>\n<div class=\"new-blog-inline-cta\"><\/p><div><strong>Chcesz, aby Twoja marka wesz\u0142a do opowie\u015bci 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 Formu\u0142y 1<\/a><br \/><\/div>\n<p><strong>\u0179r\u00f3d\u0142a<\/strong>: <a href=\"https:\/\/www.nielsen.com\/insights\/2022\/driven-to-watch-how-a-sports-docuseries-drove-u-s-fans-to-formula-1\/\" target=\"_blank\" rel=\"nofollow noopener\">Nielsen, Drive to Survive i nowi kibice F1 (2022)<\/a>; <a href=\"https:\/\/www.whats-on-netflix.com\/news\/formula-1-drive-to-survive-renewed-for-season-9-at-netflix\/\" target=\"_blank\" rel=\"nofollow noopener\">What&#8217;s on Netflix, Drive to Survive przed\u0142u\u017cony o dziewi\u0105ty sezon<\/a>; <a href=\"https:\/\/www.webbikeworld.com\/motogp-unlimited-docuseries-for-amazon-prime-video-sport-starts-mid-march\/\" target=\"_blank\" rel=\"nofollow noopener\">WebBikeWorld, MotoGP Unlimited w Prime Video<\/a>; <a href=\"https:\/\/www.nbcnews.com\/business\/business-news\/f1-apples-highest-grossing-theatrical-film-ever-rcna217300\" target=\"_blank\" rel=\"nofollow noopener\">NBC News, F1 The Movie, najbardziej dochodowy film Apple<\/a>; <a href=\"https:\/\/driven.site\/news\/apple-wins-us-f1-tv-rights-five-year-deal\" target=\"_blank\" rel=\"nofollow noopener\">Driven, Apple i prawa do F1 w Stanach Zjednoczonych<\/a>; <a href=\"https:\/\/www.formula1.com\/en\/latest\/article\/puma-to-become-official-f1-provider-in-new-multi-year-partnership.52c5F3sDQHehb7rgf2gC1H\" target=\"_blank\" rel=\"nofollow noopener\">Formula1.com, Puma oficjalnym dostawc\u0105 F1<\/a>; <a href=\"https:\/\/speedcafe.com\/f1-news-2026-williams-mclaren-apparel-wear-teamwear-new-updated-puma-new-era\/\" target=\"_blank\" rel=\"nofollow noopener\">Speedcafe, dostawcy odzie\u017cy 2026<\/a>; <a href=\"https:\/\/www.formula1.com\/en\/latest\/article\/formula-1-and-lvmh-announce-historic-10-year-global-partnership.3A03yF7XdLrngV6XNLjLoP\" target=\"_blank\" rel=\"nofollow noopener\">Formula1.com, F1 i LVMH, dziesi\u0119cioletnie partnerstwo<\/a>; <a href=\"https:\/\/www.forbes.com.au\/life\/motors\/formula-1-and-lvmh-announce-a-10-year-partnership-deal\/\" target=\"_blank\" rel=\"nofollow noopener\">Forbes Australia, F1 i LVMH, TAG Heuer zast\u0119puje Rolexa<\/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>Czym s\u0105 tre\u015bci sportowe dla marki?<\/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>\nHistoriami tworzonymi wok\u00f3\u0142 mistrzostw, zespo\u0142u lub kierowcy, takimi jak seriale dokumentalne, filmy, portrety i produkty, kt\u00f3re nios\u0105 mark\u0119 poza transmisj\u0119 na \u017cywo. W sportach motorowych przypadki odniesienia to Drive to Survive, MotoGP Unlimited i F1 The Movie.<\/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>Czy Drive to Survive przyci\u0105gn\u0119\u0142o nowych kibic\u00f3w do F1?<\/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>\nTak, wed\u0142ug Nielsena: w Stanach Zjednoczonych ponad 360 000 widz\u00f3w, kt\u00f3rzy pod koniec 2021 roku nie ogl\u0105dali F1, \u015bledzi\u0142o wy\u015bcigi 2022 po obejrzeniu serialu, czyli 2,3% z oko\u0142o 16 milion\u00f3w zmierzonych widz\u00f3w.<\/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>Czym jest MotoGP Unlimited?<\/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>\nSerialem dokumentalnym z o\u015bmioma odcinkami po 50 minut o sezonie 2021, wyprodukowanym przez Mediapro z Dorn\u0105 i wydanym w Prime Video 14 marca 2022 roku.<\/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>Co Apple zrobi\u0142o z F1?<\/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>\nWyprodukowa\u0142o F1 The Movie, wydany 27 czerwca 2025 roku i najbardziej dochodowy film w historii Apple, a od 2026 roku ma wy\u0142\u0105czne prawa do F1 w Stanach Zjednoczonych na mocy pi\u0119cioletniej umowy og\u0142oszonej 17 pa\u017adziernika 2025 roku.<\/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>Kto zast\u0105pi\u0142 Rolexa jako mierz\u0105cego czas F1?<\/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>\nTAG Heuer, od 2025 roku, w ramach dziesi\u0119cioletniej umowy z LVMH (2025-2034), kt\u00f3ra obejmuje te\u017c Louis Vuitton i Mo\u00ebt Hennessy. Rolex pe\u0142ni\u0142 t\u0119 rol\u0119 od 2013 roku, przez dwana\u015bcie lat.<\/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>Czy marka mo\u017ce samodzielnie produkowa\u0107 tre\u015bci o 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>\nMo\u017ce produkowa\u0107 w\u0142asne tre\u015bci, ale przywo\u0142ane przypadki powsta\u0142y dzi\u0119ki dost\u0119powi, jaki daj\u0105 mistrzostwa lub zesp\u00f3\u0142. Dlatego tre\u015bci nale\u017cy negocjowa\u0107 w kontrakcie sponsoringowym razem z dost\u0119pem i prawami do ponownego wykorzystania.<\/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>Content marketing w sporcie w skr\u00f3cie: to historie budowane wok\u00f3\u0142 mistrzostw, zespo\u0142u lub kierowcy, od seriali dokumentalnych przez filmy po produkty i partnerstwa, kt\u00f3re nios\u0105 mark\u0119 tam, gdzie nie si\u0119ga transmisja na \u017cywo. W sportach motorowych pokazuj\u0105 to liczby: w Stanach Zjednoczonych ponad 360 000 widz\u00f3w, kt\u00f3rzy pod koniec 2021 roku nie ogl\u0105dali F1, \u015bledzi\u0142o [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":194140,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20220],"tags":[],"class_list":["post-242283","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-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>Content marketing w sporcie: motorsport w 2026 roku<\/title>\n<meta name=\"description\" content=\"Content marketing w sporcie dla marek: co dzia\u0142a w sportach motorowych w 2026 roku, od Drive to Survive po F1 The Movie.\" 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