{"id":243639,"date":"2024-07-05T07:38:04","date_gmt":"2024-07-05T05:38:04","guid":{"rendered":"https:\/\/rtrsports.com\/jakie-sa-4-p-marketingu-sportowego\/"},"modified":"2026-10-22T18:23:36","modified_gmt":"2026-10-22T16:23:36","slug":"jakie-sa-4-p-marketingu-sportowego","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pl\/blog\/jakie-sa-4-p-marketingu-sportowego\/","title":{"rendered":"4P marketingu sportowego: jak si\u0119 zmieniaj\u0105, gdy korzysta z nich sponsor"},"content":{"rendered":"<p>Produkt, cena, dystrybucja, promocja. Koncepcja 4P powsta\u0142a w 1960 roku w podr\u0119czniku <em>Basic Marketing: A Managerial Approach<\/em> E. Jerome&#8217;a McCarthy&#8217;ego i od tamtej pory nale\u017cy do pierwszych schemat\u00f3w, kt\u00f3rych uczy si\u0119 na kursie marketingu. Kiedy mowa o 4P marketingu sportowego, zwykle t\u0142umaczy si\u0119 je z punktu widzenia tych, kt\u00f3rzy sport sprzedaj\u0105: klubu, ligi, organizatora wydarzenia. Produktem jest mecz, cen\u0105 bilet, dystrybucj\u0105 stadion albo platforma transmituj\u0105ca wy\u015bcig.<\/p>\n<p>To trafna interpretacja, ale to tylko po\u0142owa obrazu. Moim zdaniem firma, kt\u00f3ra rozwa\u017ca sponsoring, powinna czyta\u0107 te same cztery P z drugiej strony sto\u0142u: nie jak sprzedaje si\u0119 sport, ale jak wykorzystuje si\u0119 sport, by sprzedawa\u0107 co\u015b innego. Liter nadal jest cztery. Zmienia si\u0119 to, co si\u0119 w nich kryje.<\/p>\n<h2>Sk\u0105d si\u0119 wzi\u0119\u0142y 4P<\/h2>\n<p>Poj\u0119cie marketing mix pochodzi od <strong>Neila Bordena<\/strong>, profesora Harvard Business School, kt\u00f3ry u\u017cywa\u0142 go na zaj\u0119ciach ju\u017c pod koniec lat 40., zainspirowany przez koleg\u0119 Jamesa Cullitona i jego obraz mened\u017cera jako kogo\u015b, kto miesza sk\u0142adniki. Borden wymienia\u0142 ich kilkana\u015bcie; w 1960 roku <strong>McCarthy<\/strong> pogrupowa\u0142 je w cztery rodziny: product, price, place, promotion. W 1964 roku Borden opisa\u0142 histori\u0119 tej koncepcji w artykule <em>The Concept of the Marketing Mix<\/em>. W 1981 roku <strong>Bernard Booms i Mary Jo Bitner<\/strong> dodali trzy P pomy\u015blane dla us\u0142ug: ludzi, procesy i \u015bwiadectwo materialne.<\/p>\n<p>W sporcie jednym z podr\u0119cznik\u00f3w referencyjnych jest <em>Sport Marketing<\/em> Bernarda Mullina, Stephena Hardy&#8217;ego i Williama Suttona (pierwsze wydanie w 1993 roku), kt\u00f3ry liczy pi\u0119\u0107 P: do czterech klasycznych dodaje public relations. Wr\u00f3c\u0119 do tego dalej, bo to w\u0142a\u015bnie to P najlepiej t\u0142umaczy r\u00f3\u017cnic\u0119 mi\u0119dzy sportem a ka\u017cdym innym medium.<\/p>\n<h2>4P z perspektywy tych, kt\u00f3rzy sprzedaj\u0105 sport<\/h2>\n<ul>\n<li><strong>Produkt<\/strong>: wydarzenie, dru\u017cyna, prze\u017cycia na trybunie i przed ekranem, merchandising, tre\u015bci cyfrowe.<\/li>\n<li><strong>Cena<\/strong>: bilety, karnety, pakiety hospitality, koszt ogl\u0105dania wy\u015bcigu w telewizji lub w streamingu.<\/li>\n<li><strong>Place (dystrybucja)<\/strong>: gdzie i jak produkt dociera do publiczno\u015bci, czyli obiekt, kalendarz, kana\u0142y transmisji.<\/li>\n<li><strong>Promocja<\/strong>: reklama, media spo\u0142eczno\u015bciowe, kampanie i dzia\u0142ania, kt\u00f3re maj\u0105 zape\u0142ni\u0107 trybuny i powi\u0119kszy\u0107 grono kibic\u00f3w.<\/li>\n<\/ul>\n<p>To perspektywa marketingu sportu. R\u00f3\u017cnic\u0119 w stosunku do marketingu przez sport, czyli tego, co robi\u0105 firmy, kiedy sponsoruj\u0105, wyja\u015bnili\u015bmy w artykule o <a href=\"https:\/\/rtrsports.com\/pl\/blog\/sport-marketing-typy-marketing-sportu-i-marketing-przez-sport\/\">rodzajach marketingu sportowego<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-361126\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2026\/10\/1884574.jpg\" alt=\"Kibice z szalikami na trybunie podczas meczu na pe\u0142nym stadionie\" width=\"1600\" height=\"1067\" srcset=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2026\/10\/1884574.jpg 1600w, https:\/\/rtrsports.com\/wp-content\/uploads\/2026\/10\/1884574-300x200.jpg 300w, https:\/\/rtrsports.com\/wp-content\/uploads\/2026\/10\/1884574-600x400.jpg 600w, https:\/\/rtrsports.com\/wp-content\/uploads\/2026\/10\/1884574-768x512.jpg 768w, https:\/\/rtrsports.com\/wp-content\/uploads\/2026\/10\/1884574-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><\/p>\n<h2>4P z perspektywy marki, kt\u00f3ra sponsoruje<\/h2>\n<p>Tutaj te same litery staj\u0105 si\u0119 czterema innymi pytaniami. To strona sto\u0142u, po kt\u00f3rej siedz\u0105 firmy, z kt\u00f3rymi pracujemy, i przez ponad trzydzie\u015bci lat w sponsoringu widzia\u0142em wiele b\u0142\u0119d\u00f3w, kt\u00f3re bra\u0142y si\u0119 w\u0142a\u015bnie z mylenia obu stron.<\/p>\n<h3>1. Produkt: co si\u0119 naprawd\u0119 kupuje<\/h3>\n<p>Dla sponsora produktem nie jest wy\u015bcig. S\u0105 nim prawa: miejsce na motocyklu lub bolidzie, status oficjalnego partnera, mo\u017cliwo\u015b\u0107 u\u017cywania nazw i wizerunk\u00f3w, hospitality, dost\u0119p do padoku, wy\u0142\u0105czno\u015b\u0107 w kategorii. Dwa kontrakty z tym samym logo w tym samym miejscu owiewki mog\u0105 by\u0107 warte zupe\u0142nie co innego, zale\u017cnie od tego, co jest zapisane w umowie.<\/p>\n<h3>2. Cena: kwota w umowie to nie koszt<\/h3>\n<p>Cena sponsoringu sk\u0142ada si\u0119 z dw\u00f3ch cz\u0119\u015bci: op\u0142aty za prawa i bud\u017cetu na ich aktywacj\u0119. Pierwsz\u0105 otrzymuje property; drug\u0105 wydaje marka, \u017ceby zamieni\u0107 prawa w wyniki, poprzez wydarzenia, tre\u015bci, hospitality i kampanie. Z mojego do\u015bwiadczenia wynika, \u017ce kto planuje bud\u017cet tylko na pierwsz\u0105 cz\u0119\u015b\u0107, zostaje z logo i bez \u015brodk\u00f3w, \u017ceby je wykorzysta\u0107. Ile powinna wa\u017cy\u0107 druga cz\u0119\u015b\u0107, zale\u017cy od cel\u00f3w, i to jedna z decyzji, o kt\u00f3rych piszemy w przewodniku po <a href=\"https:\/\/rtrsports.com\/pl\/blog\/strategiczny-marketing-sportowy\/\">strategicznym marketingu sportowym<\/a>.<\/p>\n<h3>3. Place: mistrzostwa to kana\u0142 dystrybucji<\/h3>\n<p>Dla klubu dystrybucj\u0105 jest stadion. Dla marki jest ni\u0105 publiczno\u015b\u0107, kt\u00f3r\u0105 przyci\u0105gaj\u0105 mistrzostwa, i miejsca, do kt\u00f3rych j\u0105 zabieraj\u0105. Ka\u017cde mistrzostwa maj\u0105 kalendarz, czyli map\u0119 rynk\u00f3w: wyb\u00f3r MotoGP, Formu\u0142y 1 albo WEC oznacza wyb\u00f3r kraj\u00f3w, ludzi i tygodni w roku, w kt\u00f3rych marka b\u0119dzie obecna. Zanim zapyta si\u0119, ile kosztuj\u0105 mistrzostwa, warto zapyta\u0107, czy przechodz\u0105 przez rynki, na kt\u00f3rych firma sprzedaje.<\/p>\n<h3>4. Promocja: aktywacja<\/h3>\n<p>Dla zespo\u0142u promocja s\u0142u\u017cy sprzeda\u017cy bilet\u00f3w. Dla sponsora promocja to aktywacja: wszystko, co firma robi z kupionymi prawami, od zaprosze\u0144 dla klient\u00f3w przez kampanie z zawodnikami po tre\u015bci do medi\u00f3w spo\u0142eczno\u015bciowych i dzia\u0142ania w punktach sprzeda\u017cy. Bez aktywacji sponsoring jest pust\u0105 naklejk\u0105 na motocyklu. Z aktywacj\u0105 staje si\u0119 narz\u0119dziem handlowym.<\/p>\n<h2>Pi\u0105te P: public relations<\/h2>\n<p>Mullin, Hardy i Sutton dodaj\u0105 public relations jako pi\u0105t\u0105 d\u017awigni\u0119, a ka\u017cdy, kto pracuje w padoku, od razu rozumie jej znaczenie: sport sam wytwarza informacje. Wy\u015bcig generuje historie przed, w trakcie i po, a firma, kt\u00f3ra jest jego cz\u0119\u015bci\u0105, wchodzi w ten przep\u0142yw bez kupowania ka\u017cdej pojedynczej przestrzeni. Moim zdaniem dla marki B2B to cz\u0119sto najcenniejsze P, bo historia opowiedziana przez innych przekonuje bardziej ni\u017c p\u0142atna reklama.<\/p>\n<p>4P, czy te\u017c 5P, nie nale\u017cy myli\u0107 z obszarami, na kt\u00f3re dzieli si\u0119 marketing sportowy, opisanymi w matrycy <a href=\"https:\/\/rtrsports.com\/pl\/blog\/4-makroobszary-marketingu-sportowego\/\">4 makroobszar\u00f3w marketingu sportowego<\/a>. Pierwsze to d\u017awignie decyzji; drugie m\u00f3wi\u0105, w jakim kontek\u015bcie si\u0119 j\u0105 podejmuje.<\/p>\n<h2>Trzy b\u0142\u0119dy, kt\u00f3re widz\u0119 najcz\u0119\u015bciej<\/h2>\n<p><strong>Po pierwsze, czytanie 4P z niew\u0142a\u015bciwej strony.<\/strong> Firma, kt\u00f3ra ocenia sponsoring narz\u0119dziami tych, kt\u00f3rzy sprzedaj\u0105 bilety, w ko\u0144cu mierzy niew\u0142a\u015bciwe rzeczy: ile os\u00f3b by\u0142o na miejscu, zamiast ile z nich by\u0142o dla niej istotnych.<\/p>\n<p><strong>Po drugie, mylenie ceny z op\u0142at\u0105.<\/strong> Kwota za prawa to pocz\u0105tek wydatk\u00f3w, a nie ca\u0142o\u015b\u0107. Bud\u017cet na aktywacj\u0119 trzeba ustali\u0107 razem z prawami, a nie p\u00f3\u017aniej.<\/p>\n<p><strong>Po trzecie, mierzenie promocji ekspozycj\u0105.<\/strong> Warto\u015b\u0107 medialna s\u0142u\u017cy do por\u00f3wnania dw\u00f3ch pakiet\u00f3w, a nie do wykazania zwrotu. Zwrot mierzy si\u0119 tym, co firma chce osi\u0105gn\u0105\u0107: kontaktami, kontraktami, sprzeda\u017c\u0105.<\/p>\n<h2>W jakiej kolejno\u015bci je czyta\u0107<\/h2>\n<p>Radz\u0119 czyta\u0107 cztery P w innej kolejno\u015bci ni\u017c w podr\u0119czniku. Najpierw dystrybucj\u0119, bo m\u00f3wi, czy jest tam publiczno\u015b\u0107, kt\u00f3ra ma znaczenie. Potem promocj\u0119, bo m\u00f3wi, co zostanie zrobione z prawami. Potem produkt, czyli jakie prawa s\u0105 do tego naprawd\u0119 potrzebne. Cen\u0119 na ko\u0144cu. Kto zaczyna od ceny, zwykle kupuje to, co kosztuje najmniej, a nie to, czego potrzebuje.<\/p>\n<p>Je\u015bli zastanawiacie si\u0119, z kim wykona\u0107 t\u0119 prac\u0119, kryteria, kt\u00f3re maj\u0105 znaczenie, opisali\u015bmy w przewodniku o tym, <a href=\"https:\/\/rtrsports.com\/pl\/blog\/przewodnik-po-wyborze-agencji-marketingu-sportowego\/\">jak wybra\u0107 agencj\u0119 marketingu sportowego<\/a>.<\/p>\n<p>4P s\u0105 dla wszystkich te same. Strona sto\u0142u nie.<\/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 o 4P marketingu 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>Czym s\u0105 4P marketingu sportowego?<\/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>To produkt, cena, place (dystrybucja) i promocja. Dla tych, kt\u00f3rzy sprzedaj\u0105 sport, oznaczaj\u0105 wydarzenie, bilet, obiekt lub kana\u0142 transmisji oraz kampanie skierowane do publiczno\u015bci. W proponowanej przez nas interpretacji, z perspektywy sponsora staj\u0105 si\u0119 kupionymi prawami, op\u0142at\u0105 powi\u0119kszon\u0105 o bud\u017cet na aktywacj\u0119, rynkami, do kt\u00f3rych docieraj\u0105 mistrzostwa, oraz aktywacj\u0105.<\/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>Kto wymy\u015bli\u0142 4P marketingu?<\/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>Zaproponowa\u0142 je E. Jerome McCarthy w 1960 roku w podr\u0119czniku Basic Marketing, grupuj\u0105c w cztery rodziny sk\u0142adniki marketing mix. Samo poj\u0119cie marketing mix zawdzi\u0119czamy Neilowi Bordenowi, profesorowi Harvard Business School, kt\u00f3ry u\u017cywa\u0142 go od ko\u0144ca lat 40. i opisa\u0142 jego histori\u0119 w artykule The Concept of the Marketing Mix z 1964 roku.<\/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 jest pi\u0105te P marketingu sportowego?<\/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>Public relations, kt\u00f3re podr\u0119cznik Sport Marketing Bernarda Mullina, Stephena Hardy&#8217;ego i Williama Suttona dodaje do czterech klasycznych P. W sporcie maj\u0105 one du\u017ce znaczenie, bo wy\u015bcigi same generuj\u0105 informacje i relacje w mediach, z kt\u00f3rych mog\u0105 korzysta\u0107 ich uczestnicy.<\/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>Czym r\u00f3\u017cni si\u0119 marketing sportu od marketingu przez sport?<\/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>Marketing sportu prowadz\u0105 ci, kt\u00f3rzy sprzedaj\u0105 sport: kluby, ligi i organizatorzy promuj\u0105cy wydarzenia, bilety i tre\u015bci. Marketing przez sport prowadz\u0105 firmy, kt\u00f3re wykorzystuj\u0105 sport, na przyk\u0142ad poprzez sponsoring, do promowania w\u0142asnych produkt\u00f3w i 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>Jak zastosowa\u0107 4P do 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>W proponowanej przez nas interpretacji produktem s\u0105 kupione prawa; cen\u0105 jest op\u0142ata za prawa powi\u0119kszona o bud\u017cet na ich aktywacj\u0119; dystrybucj\u0105 s\u0105 publiczno\u015b\u0107 i rynki, do kt\u00f3rych docieraj\u0105 mistrzostwa; promocj\u0105 jest aktywacja, czyli to, co firma robi z prawami, od zaprosze\u0144 dla klient\u00f3w po tre\u015bci.<\/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>Czym jest 7P w marketingu?<\/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>To rozszerzenie 4P zaproponowane w 1981 roku przez Bernarda Boomsa i Mary Jo Bitner dla marketingu us\u0142ug: do produktu, ceny, dystrybucji i promocji dochodz\u0105 ludzie, procesy i \u015bwiadectwo materialne.<\/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>Produkt, cena, dystrybucja, promocja. Koncepcja 4P powsta\u0142a w 1960 roku w podr\u0119czniku Basic Marketing: A Managerial Approach E. Jerome&#8217;a McCarthy&#8217;ego i od tamtej pory nale\u017cy do pierwszych schemat\u00f3w, kt\u00f3rych uczy si\u0119 na kursie marketingu. Kiedy mowa o 4P marketingu sportowego, zwykle t\u0142umaczy si\u0119 je z punktu widzenia tych, kt\u00f3rzy sport sprzedaj\u0105: klubu, ligi, organizatora wydarzenia. [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":198717,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20212,20211],"tags":[],"class_list":["post-243639","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>4P marketingu sportowego: perspektywa sponsora<\/title>\n<meta name=\"description\" content=\"4P marketingu sportowego z obu stron sto\u0142u: tych, kt\u00f3rzy sprzedaj\u0105 sport, i marki, kt\u00f3ra sponsoruje. 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