{"id":242493,"date":"2024-01-08T10:40:51","date_gmt":"2024-01-08T09:40:51","guid":{"rendered":"https:\/\/rtrsports.com\/alkohol-sporty-motorowe-sponsoring\/"},"modified":"2025-07-16T11:50:32","modified_gmt":"2025-07-16T09:50:32","slug":"alkohol-sporty-motorowe-sponsoring","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pl\/blog\/alcohol-motor-sports-sponsorships\/","title":{"rendered":"Drink and Drive: dlaczego tak wiele marek napoj\u00f3w alkoholowych jest zaanga\u017cowanych w sponsoring sport\u00f3w motorowych?"},"content":{"rendered":"<p class=\"ai-optimize-6 ai-optimize-introduction\">Kilka dni temu rozmawia\u0142em o <strong>marketingu sportowym<\/strong> i jednym z najcz\u0119\u015bciej powtarzaj\u0105cych si\u0119 stanowisk by\u0142o to, \u017ce <strong>producenci napoj\u00f3w alkoholowych powinni trzyma\u0107 si\u0119 z daleka od sponsorowania<\/strong> sport\u00f3w motorowych. Na pierwszy rzut oka producenci piwa, wina i napoj\u00f3w spirytusowych nie powinni by\u0107 zach\u0119cani do partnerstwa z pojazdami silnikowymi, zgodnie z do\u015b\u0107 oczywist\u0105 lini\u0105 <strong>Nie pij i nie jed\u017a.<\/strong><\/p>\n<p class=\"ai-optimize-7\">Poniewa\u017c stanowisko to nie wyja\u015bnia, dlaczego firmy takie jak <strong>Martini, Campari, Heineken, Peroni, Estrella Galicia, Freixenet, Chandon<\/strong> i wiele innych z czasem po\u0142\u0105czy\u0142y si\u0119 z wieloma dyscyplinami sport\u00f3w motorowych, temat ten zas\u0142uguje na dalsze zbadanie.<\/p>\n<h2 class=\"ai-optimize-8\">Alkohol i silniki: osobliwe po\u0142\u0105czenie<\/h2>\n<p class=\"ai-optimize-9\">Jaki jest zwi\u0105zek mi\u0119dzy alkoholem a silnikami? To proste: podczas najbardziej presti\u017cowych <strong>imprez go\u015bcinnych<\/strong> na mistrzostwach zar\u00f3wno dwu-, jak i czteroko\u0142owych, do\u015b\u0107 powszechne jest wypicie toastu za zwyci\u0119stwo, wypicie aperitifu przed lunchem i wsp\u00f3lne sp\u0119dzenie czasu z koktajlem w d\u0142oniach. Jakie s\u0105 inne powody, kt\u00f3re z czasem przekona\u0142y tak wysoko postawione firmy do wej\u015bcia w ten sektor?<\/p>\n<p class=\"ai-optimize-10\"><strong>Mo\u017cliwo\u015b\u0107 oferowana przez storytelling<\/strong> mo\u017ce by\u0107 dobr\u0105 odpowiedzi\u0105 na to pytanie i niew\u0105tpliwie jest jednym z powod\u00f3w, co podkre\u015bla wspania\u0142a inicjatywa <strong>Johnnie Walker<\/strong> z mistrzem <strong>Formu\u0142y 1<\/strong><strong> Mik\u0105 Hakkinenem<\/strong>, przy wsparciu <strong>szkockiego parlamentu<\/strong>. Johnny Walker ma bardzo d\u0142ug\u0105 histori\u0119 z <strong>McLarenem<\/strong> i <strong>Formu\u0142\u0105 1<\/strong>, a oni szeroko wykorzystali mo\u017cliwo\u015bci oferowane przez zesp\u00f3\u0142 i jego organizacj\u0119.<\/p>\n<p class=\"ai-optimize-11\">Sporty motorowe oferuj\u0105 mo\u017cliwo\u015b\u0107 uzyskania wysokiej widoczno\u015bci, a tak\u017ce daj\u0105 okazj\u0119 do edukowania klient\u00f3w w zakresie odpowiedzialnego <strong>zachowania.<\/strong> Je\u015bli chodzi o komunikacj\u0119, wizerunek marki przekazywany odbiorcom jest taki, \u017ce firma nie jest zainteresowana zyskiem &#8211; a przynajmniej nie tylko nim &#8211; ale przede wszystkim dobrem swoich klient\u00f3w. Jeste\u015bmy po twojej stronie; jeste\u015bmy tacy jak ty; lubimy te same rzeczy i dbamy o twoje dobre samopoczucie: jed\u017a bezpiecznie do domu, nie pij i b\u0105d\u017a rozwa\u017cny, id\u017a do swoich bliskich (i ewentualnie otw\u00f3rz jedn\u0105 z naszych puszek lub butelek, gdy jeste\u015b z nimi). <strong>Jest to przes\u0142anie, kt\u00f3re g\u0142\u00f3wni producenci wydaj\u0105 si\u0119 przekazywa\u0107 <\/strong>obecnie, przyjmuj\u0105c zupe\u0142nie inne podej\u015bcie ni\u017c w przesz\u0142o\u015bci, kiedy skupiano si\u0119 na produkcie, a presja wywierana na konsument\u00f3w mia\u0142a na celu jedynie sk\u0142onienie ich do zakupu produktu.<\/p>\n<h2 class=\"ai-optimize-12\"><a href=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/heineken-2.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-20447\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/heineken-2.png\" alt=\"heineken f1\" width=\"600\" height=\"400\" \/><\/a><\/h2>\n<h2 class=\"ai-optimize-13\">Co robi\u0105 inni? Kilka przyk\u0142ad\u00f3w z tera\u017aniejszo\u015bci i przesz\u0142o\u015bci<\/h2>\n<p class=\"ai-optimize-14\">To samo dzieje si\u0119 teraz z <strong>Heinekenem:<\/strong> firma intensywnie komunikuje si\u0119 za pomoc\u0105 sportu, a kilka lat temu doda\u0142a <strong>F1 do Ligi Mistrz\u00f3w<\/strong>, w kt\u00f3r\u0105 by\u0142a ju\u017c zaanga\u017cowana. R\u00f3wnie\u017c w tym przypadku \u015bwiadomo\u015b\u0107 marki, mo\u017cliwo\u015b\u0107 aktywacji marketingowych i storytelling wydaj\u0105 si\u0119 filarami, na kt\u00f3rych opiera si\u0119 umowa.<\/p>\n<p class=\"ai-optimize-15\">Mo\u017cemy r\u00f3wnie\u017c wspomnie\u0107 o <strong>Chandon,<\/strong> producencie <strong>szampana<\/strong>, kt\u00f3ry wspiera\u0142 <strong>McLarena<\/strong> na ca\u0142ej drodze; <strong>Martini,<\/strong> kt\u00f3ry by\u0142 z <strong>Williamsem<\/strong> przez jego wzloty i upadki; i <b>w\u00f3dka Smirnoff<\/b>, kt\u00f3ra \u015bciga\u0142a si\u0119 z zabytkowymi samochodami <strong>Force India<\/strong> prowadzonymi przez <strong>Hulkenberga<\/strong> i <strong>Pereza<\/strong>. <strong>Force India<\/strong> jako pierwszy mia\u0142 logo producenta whisky Whyte &amp; Mackay na bokach samochodu, a Lotus Raikkonena mia\u0142 wizerunek <b>Golden Label<\/b>, linii premium <strong>Johnnie Walker<\/strong>.<\/p>\n<p class=\"ai-optimize-16\">Wszystkie te przyk\u0142ady zaczerpni\u0119to z Formu\u0142y 1, ale mo\u017cna zbada\u0107 inne dyscypliny, takie jak <strong>NASCAR i <a href=\"https:\/\/rtrsports.com\/pl\/andretti-autosport-sponsoring-formula-e\/\">IndyCar<\/a><\/strong>, na kt\u00f3rych firmy takie jak <strong>Miller,<\/strong> <strong>Jack Daniels<\/strong>, <strong>Budweiser,<\/strong> <strong>Jim Beam<\/strong>, <strong>Coors<\/strong> i wiele innych zbudowa\u0142y swoje fortuny.<\/p>\n<h2 class=\"ai-optimize-17\"><a href=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/nascar-3.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-20446\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/nascar-3.png\" alt=\"\" width=\"600\" height=\"400\" \/><\/a><\/h2>\n<h2 class=\"ai-optimize-18\">Co z alkoholem w MotoGP?<\/h2>\n<p class=\"ai-optimize-19\">Warto wspomnie\u0107 o umowach takich jak te wdro\u017cone przez w pe\u0142ni w\u0142oskie marki, takie jak <strong>Cinzano<\/strong> i <strong><a href=\"https:\/\/rtrsports.com\/pl\/portfolio-posts\/aperol-spritz-maximising-visibility-at-motogp-of-misano\/\">Aperol<\/a><\/strong>, kt\u00f3re zapocz\u0105tkowa\u0142y ich d\u0142ugotrwa\u0142e partnerstwo z <strong>MotoGP<\/strong>. Sponsoring nazewniczy, widoczno\u015b\u0107 na wielu rynkach i mo\u017cliwo\u015b\u0107 zaanga\u017cowania publiczno\u015bci, a tak\u017ce szerokie wykorzystanie go\u015bcinno\u015bci, towarzyszy\u0142y tej d\u0142ugiej umowie marketingu sportowego w zwi\u0105zku z mistrzostwami \u015bwiata w pi\u0142ce no\u017cnej. Oczywi\u015bcie te nowe wpisy nie spowodowa\u0142y roz\u0142amu mi\u0119dzy <a href=\"https:\/\/rtrsports.com\/pl\/sponsorship-sports-2\/attachment\/motogp-sponsorship-2\/\"><strong>MotoGP<\/strong><\/a> a jego historycznym odniesieniem, <strong>Cav\u0105, Freixenet,<\/strong> kt\u00f3ry jest u\u017cywany do picia toastu na podium &#8211; cho\u0107 prawie wszystkie zespo\u0142y maj\u0105 umowy z producentami win musuj\u0105cych &#8211; lub piwami, takimi jak <strong>Singha,<\/strong> oficjalny partner ca\u0142ej serii. Jak ju\u017c wspomnieli\u015bmy o piwach, <strong>Estrella Galicia<\/strong> zas\u0142uguje na specjaln\u0105 wzmiank\u0119, poniewa\u017c ma wielu r\u00f3\u017cnych otwartych sponsor\u00f3w z zawodnikami i zespo\u0142ami z r\u00f3\u017cnych kategorii, cho\u0107 g\u0142\u00f3wnie ze swoj\u0105 bezalkoholow\u0105 mark\u0105 0,0.<\/p>\n<p class=\"ai-optimize-20\"><a href=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/aperol-2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-20445\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/aperol-2.jpg\" alt=\"\" width=\"600\" height=\"400\" \/><\/a>Podsumowuj\u0105c. Cho\u0107 na pierwszy, powierzchowny rzut oka mo\u017cna uzna\u0107, \u017ce napoje alkoholowe i sporty motorowe to dwa r\u00f3\u017cne \u015bwiaty, nale\u017cy wzi\u0105\u0107 pod uwag\u0119 fakt, \u017ce w wydarzeniach sportowych uczestniczy publiczno\u015b\u0107 szczeg\u00f3lnie wra\u017cliwa na ten temat, i to w czasie relaksu, kiedy \u0142atwiej jest skutecznie przekaza\u0107 przes\u0142anie. Poniewa\u017c producenci napoj\u00f3w alkoholowych powinni by\u0107 zainteresowani zmniejszeniem liczby wypadk\u00f3w zwi\u0105zanych ze spo\u017cyciem alkoholu, nie mo\u017ce by\u0107 lepszej sceny ni\u017c sport, aby edukowa\u0107 bardzo wra\u017cliwych konsument\u00f3w w zakresie odpowiedzialnej konsumpcji.<\/p>\n<p class=\"ai-optimize-21\"><a href=\"https:\/\/rtrsports.com\/pl\/blog\/motogp-audience-fans\/\">Sporty motorowe i <strong>MotoGP<\/strong> to platforma promocyjna, kt\u00f3ra oferuje firmom mo\u017cliwo\u015b\u0107 komunikowania si\u0119 z m\u0142odymi, wra\u017cliwymi i zamo\u017cnymi odbiorcami<\/a>. Jedno narz\u0119dzie obejmuj\u0105ce 4 kontynenty i 15 kraj\u00f3w, daj\u0105ce firmom mo\u017cliwo\u015b\u0107 organizowania inicjatyw PR, promocji i kampanii reklamowych, kt\u00f3re m\u00f3wi\u0105 tym samym j\u0119zykiem, co cel, z kt\u00f3rym dziel\u0105 pasj\u0119.<\/p>\n<p class=\"ai-optimize-22\"><strong>Podoba\u0142 Ci si\u0119 ten post? Nie przegap okazji, by si\u0119 nim podzieli\u0107! <\/strong><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Kilka dni temu rozmawia\u0142em o marketingu sportowym i jednym z najcz\u0119\u015bciej powtarzaj\u0105cych si\u0119 stanowisk by\u0142o to, \u017ce producenci napoj\u00f3w alkoholowych powinni trzyma\u0107 si\u0119 z daleka od sponsorowania sport\u00f3w motorowych. Na pierwszy rzut oka producenci piwa, wina i napoj\u00f3w spirytusowych nie powinni by\u0107 zach\u0119cani do partnerstwa z pojazdami silnikowymi, zgodnie z do\u015b\u0107 oczywist\u0105 lini\u0105 Nie pij [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":190248,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20211,20215],"tags":[],"class_list":["post-242493","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sponsoring-sportowy-pl","category-sporty-motorowe"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Dlaczego tak wiele marek alkoholu jest zaanga\u017cowanych w sponsoring sport\u00f3w motorowych?<\/title>\n<meta name=\"description\" content=\"Na pierwszy rzut oka producenci piwa, wina i napoj\u00f3w spirytusowych nie powinni by\u0107 zach\u0119cani do zawierania partnerstw. Poniewa\u017c stanowisko to nie wyja\u015bnia, dlaczego firmy takie jak Martini, Campari i wiele innych z czasem zwi\u0105za\u0142y si\u0119 z wieloma dyscyplinami sport\u00f3w motorowych, temat ten zas\u0142uguje na dalsze zbadanie.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rtrsports.com\/pl\/blog\/alcohol-motor-sports-sponsorships\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Drink and Drive: dlaczego tak wiele marek napoj\u00f3w alkoholowych jest zaanga\u017cowanych w sponsoring sport\u00f3w motorowych?\" \/>\n<meta property=\"og:description\" content=\"Na pierwszy rzut oka producenci piwa, wina i napoj\u00f3w spirytusowych nie powinni by\u0107 zach\u0119cani do zawierania partnerstw. 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