{"id":242437,"date":"2024-01-05T16:28:20","date_gmt":"2024-01-05T15:28:20","guid":{"rendered":"https:\/\/rtrsports.com\/sponsoring-w-sporcie-motorowym-wplyw-emocjonalny-i-wspomnienia\/"},"modified":"2026-09-18T18:16:58","modified_gmt":"2026-09-18T16:16:58","slug":"sponsoring-w-sporcie-motorowym-wplyw-emocjonalny-i-wspomnienia","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pl\/blog\/sponsoring-w-sporcie-motorowym-wplyw-emocjonalny-i-wspomnienia\/","title":{"rendered":"Sponsoring w motorsporcie: emocjonalny wp\u0142yw i wspomnienia"},"content":{"rendered":"

Z przyjemno\u015bci\u0105 publikujemy ten artyku\u0142, napisany przez Salvatore Valerioti<\/strong>, autora bloga Blog del Ring<\/strong><\/a>.<\/em><\/p>\n\n

„Daj dziecku kartk\u0119 i kredki i popro\u015b, \u017ceby narysowa\u0142o samoch\u00f3d \u2014 na pewno b\u0119dzie czerwony.”<\/strong><\/em><\/h2>\n\n

To jedno z najs\u0142ynniejszych cytat\u00f3w wielkiego Enzo Ferrariego<\/strong>. \u017be patriarcha motorsportu by\u0142 klarownym wizjonerem, nie ulega w\u0105tpliwo\u015bci. I w\u0142a\u015bnie z wewn\u0119trznego sensu tego cytatu przez dekady rozwija\u0142y si\u0119 pomys\u0142y i wyobra\u017ania marketer\u00f3w<\/strong> stykaj\u0105cych si\u0119 z motorsportem<\/strong>.<\/p>\n\n

Wp\u0142yw estetyki i koloru zawsze odgrywa\u0142 wa\u017cn\u0105 rol\u0119 w wyobra\u017ani i wspomnieniach<\/strong> nie tylko zagorza\u0142ych fan\u00f3w Motorsportu<\/strong>, ale te\u017c przypadkowych widz\u00f3w obraz\u00f3w wype\u0142niaj\u0105cych ekrany, wystawy i druki.<\/p>\n\n

Gdyby przeprowadzi\u0107 test z pro\u015bb\u0105, by ludzie wyobrazili sobie czarny bolid Formu\u0142y 1<\/strong>, u wielu pojawi si\u0119 obraz Lotusa JPS<\/strong>. Fani b\u0119d\u0105 pami\u0119ta\u0107 nazw\u0119, rok, model i kierowc\u0119; inni tylko zdj\u0119cie samochodu \u2014 ale zawsze tego samego.<\/p>\n\n

Zbieraj\u0105c pomys\u0142y do napisania tych s\u0142\u00f3w, pami\u0119\u0107 przywraca zdj\u0119cia aut i motocykli<\/strong> przechowywane w szufladach \u2014 nienaruszone, gotowe by nagle si\u0119 pojawi\u0107. Wspomnienia dziecka i nastolatka obserwuj\u0105cego obiekty i ludzi tego niezwyk\u0142ego sportu, marz\u0105cego, by ich poczu\u0107 i spotka\u0107, cho\u0107 byli daleko \u2014 wprowadzanych do domu przez telewizor lub plakaty Autosprint<\/strong> i Motosprint<\/strong> przyklejone wsz\u0119dzie.<\/p>\n\n\"Senna\n\n

W\u0142a\u015bnie na tym polega\u0142a intuicja tych, kt\u00f3rzy od pocz\u0105tku lat 70. wybrali przekazywanie swojego wizerunku i marki przez wy\u015bcigowe pojazdy<\/strong><\/a> po\u017c\u0105dane i kochane przez publiczno\u015b\u0107. Zdj\u0119cia utrwali\u0142y si\u0119 w pami\u0119ci razem z imionami bohater\u00f3w nosz\u0105cych sponsorski „lakier” i projektuj\u0105c t\u0119 nazw\u0119 na wyobra\u017ani\u0119 fan\u00f3w.<\/p>\n\n

Od pojazd\u00f3w w narodowych barwach i kilku naklejkach partner\u00f3w technicznych przej\u015bcie do pojazd\u00f3w spersonalizowanych napisami i logotypami sponsor\u00f3w<\/strong><\/a>. Najbardziej aktywnymi pionierami by\u0142y firmy tytoniowe, kt\u00f3re zacz\u0119\u0142y pokrywa\u0107 ca\u0142e nadwozia pojazd\u00f3w wy\u015bcigowych swoimi firmowymi kolorami. St\u0105d narodzi\u0142y si\u0119 pi\u0119kne malowania Lotusa JPS<\/strong>, McLarena Marlboro<\/strong>, Ligiera Gitanes<\/strong>, a w MotoGP Yamahy Gauloises<\/strong> i Hondy Camel<\/strong>. My\u015bl\u0105c o Lotusie, my\u015blisz o JPS, Fittipaldim, Andretti; my\u015bl\u0105c o Sennie<\/strong>, my\u015blisz o Marlboro<\/strong>; my\u015bl\u0105c o Porsche w wy\u015bcigach d\u0142ugodystansowych<\/strong>, my\u015blisz o Rothmans<\/strong>.<\/p>\n\n\"Valentino\n\n

Przyk\u0142ad\u00f3w jest niezliczona ilo\u015b\u0107. Jest te\u017c specjalny McLaren<\/strong> z 1986 roku z czerwonymi cz\u0119\u015bciami pomalowanymi na z\u0142oto, prowadzony przez Keke Rosberga<\/strong> na GP Portugalii. I BAR<\/strong> z ko\u0144ca lat 90., kt\u00f3ry \u015bciga\u0142 si\u0119 z lew\u0105 po\u0142ow\u0105 nadwozia w malowaniu Lucky Strike<\/strong> i praw\u0105 w malowaniu 555<\/strong>. Oraz historyczne partnerstwo Lancii z Martini<\/strong> \u2014 bia\u0142y z paskami na samochodach wy\u015bcigowych i rajdowych z pocz\u0105tku lat 80.<\/p>\n\n\"Hesketh\n\n

Ca\u0142y ten koncept obowi\u0105zuje r\u00f3wnie\u017c w \u015bwiecie motocykli, a mo\u017ce jest tam nawet g\u0142\u0119biej zakorzeniony. Producenci motocykli cz\u0119sto oferuj\u0105 edycje limitowane b\u0119d\u0105ce replikami kolor\u00f3w idoli. Najlepsze przyk\u0142ady z w\u0142oskich marek: MV Agusta<\/strong> z wersj\u0105 dedykowan\u0105 Agostiniemu<\/strong>, Aprilia z replik\u0105 RSV Mille Edwardsa i Hagi, Ducati<\/strong> z wersj\u0105 Baylissa<\/strong> i now\u0105 seri\u0105 Panigale V4 z replik\u0105 kolor\u00f3w pierwszego 916 Foggy’ego.<\/p>\n\n

W \u015bwiecie motocyklowego motorsportu identyfikacja ta jest jeszcze silniejsza, bo fani mog\u0105 replikowa\u0107 estetyk\u0119 swoich idoli za znacznie ni\u017cszy koszt. Kto nie pami\u0119ta pierwszej \u017c\u00f3\u0142to-czarnej Yamahy Kenny’ego Robertsa<\/strong>, Hondy Rothmans Spencera i Gardnera<\/strong>, Yamahy Marlboro Agostiniego i Raineya<\/strong>, a\u017c po Hond\u0119 Repsol<\/strong> i Monster Yamah\u0119<\/strong> ostatnich dw\u00f3ch dekad?<\/p>\n\n

St\u0105d do tworzenia merchandisingu dla fan\u00f3w i jednoczesnego szerzenia marki to kr\u00f3tki krok \u2014 i dochodowy.<\/p>\n\n

Cel? \u017baden.<\/strong> Tylko osobisty gust i podziw dla tych, kt\u00f3rzy wype\u0142niaj\u0105 niedziele fan\u00f3w, staj\u0105c si\u0119 po\u015brednio wieloma „wyobra\u017conymi przyjaci\u00f3\u0142mi” wchodz\u0105cymi do twojego domu i zostawiaj\u0105cymi co\u015b prawdziwego jako wieczn\u0105 pami\u0105tk\u0119.<\/p>\n\n

Salvatore Valerioti – autor, Blog del Ring<\/strong><\/em><\/p>\n\n

Dlaczego sponsoring w motorsporcie tworzy tak mocne wspomnienia?<\/strong>

Sponsoring w motorsporcie \u0142\u0105czy wyraziste kolory, pr\u0119dko\u015b\u0107 i sportowych bohater\u00f3w. Ludzki m\u00f3zg kojarzy marki z intensywnymi emocjami wy\u015bcig\u00f3w \u2014 zwyci\u0119stwem, napi\u0119ciem i dum\u0105 \u2014 tworz\u0105c d\u0142ugotrwa\u0142e wspomnienia nieosi\u0105galne zwyk\u0142\u0105 reklam\u0105.<\/p><\/div>

Kt\u00f3re marki osi\u0105gn\u0119\u0142y najwi\u0119kszy sukces wizualny w sponsoringu motorsportu?<\/strong>

Lotus JPS (czarno-z\u0142oty), McLaren Marlboro (czerwono-bia\u0142y), Honda Rothmans i Yamaha Gauloises to klasyczne przyk\u0142ady. Ich malowania s\u0105 tak ikoniczne, \u017ce fani przez dekady natychmiast kojarz\u0105 kolor z mark\u0105.<\/p><\/div>

Jak sponsoring motorsportu wp\u0142ywa na sprzeda\u017c produkt\u00f3w konsumenckich?<\/strong>

Ducati, MV Agusta i Aprilia sprzeda\u0142y tysi\u0105ce limitowanych motocykli opartych na malowaniach MotoGP, udowadniaj\u0105c, \u017ce fani kupuj\u0105 produkty replikuj\u0105ce malowanie swoich idoli. Sponsoring przek\u0142ada si\u0119 bezpo\u015brednio na sprzeda\u017c.<\/p><\/div>

Czy sponsoring motorsportu jest nadal skuteczny w erze cyfrowej?<\/strong>

Tak, nawet bardziej. Ka\u017cdy wy\u015bcig generuje miliony cyfrowych tre\u015bci \u2014 zdj\u0119cia, filmy, transmisje \u2014 gdzie logo sponsora pojawia si\u0119 organicznie. Globalny zasi\u0119g MotoGP (632 mln widz\u00f3w) i F1 (1,83 mld widz\u00f3w) daje markom B2B i B2C bezkonkurencyjn\u0105 ekspozycj\u0119.<\/p><\/div>

Jak RTR Sports pomaga markom wej\u015b\u0107 w sponsoring motorsportu?<\/strong>

RTR Sports to agencja z ponad 30-letnim do\u015bwiadczeniem w sponsoringu motorsportu, szczeg\u00f3lnie w MotoGP i F1. Zarz\u0105dzamy ca\u0142ym procesem: od identyfikacji mo\u017cliwo\u015bci, negocjacji praw, projektu malowania, po aktywacj\u0119 sponsoringu i pomiar ROI.<\/p><\/div><\/div>","protected":false},"excerpt":{"rendered":"

Z przyjemno\u015bci\u0105 publikujemy ten artyku\u0142, napisany przez Salvatore Valerioti, autora bloga Blog del Ring. „Daj dziecku kartk\u0119 i kredki i popro\u015b, \u017ceby narysowa\u0142o samoch\u00f3d \u2014 na pewno b\u0119dzie czerwony.” To jedno z najs\u0142ynniejszych cytat\u00f3w wielkiego Enzo Ferrariego. \u017be patriarcha motorsportu by\u0142 klarownym wizjonerem, nie ulega w\u0105tpliwo\u015bci. I w\u0142a\u015bnie z wewn\u0119trznego sensu tego cytatu przez dekady […]<\/p>\n","protected":false},"author":2,"featured_media":179468,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20220,20210],"tags":[],"class_list":["post-242437","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportowy-pl","category-sponsoring-sportowy"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSponsoring w motorsporcie: emocjonalny wp\u0142yw i wspomnienia | RTR Sports<\/title>\n<meta name=\"description\" content=\"Jak sponsoring w motorsporcie tworzy trwa\u0142e wspomnienia i emocjonalny wp\u0142yw na fan\u00f3w. 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