{"id":266198,"date":"2024-10-22T11:46:40","date_gmt":"2024-10-22T09:46:40","guid":{"rendered":"https:\/\/rtrsports.com\/partnerstwo-sport-wzrost-zasiegu\/"},"modified":"2026-11-01T01:41:53","modified_gmt":"2026-11-01T00:41:53","slug":"partnerstwo-sport-wzrost-zasiegu","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pl\/blog\/partnerstwo-sport-wzrost-zasiegu\/","title":{"rendered":"Partnerstwa strategiczne w sporcie: jak motorsport poszerza publiczno\u015b\u0107"},"content":{"rendered":"<p>W maju 2025 roku w Miami kierowcy Formu\u0142y 1 przejechali tradycyjn\u0105 parad\u0119 przed wy\u015bcigiem na dziesi\u0119ciu bolidach zbudowanych z klock\u00f3w LEGO, po oko\u0142o 400 000 element\u00f3w ka\u017cdy. Lewis Hamilton nazwa\u0142 j\u0105 najzabawniejsz\u0105 parad\u0105 kierowc\u00f3w w historii. Na pierwszy rzut oka by\u0142 to sympatyczny pomys\u0142. Tym, kt\u00f3rzy pracuj\u0105 ze sponsorami, pokaza\u0142 bardzo dobrze, jak dzia\u0142aj\u0105 <strong>partnerstwa strategiczne w sporcie<\/strong>.<\/p>\n<p>Panuje przekonanie, \u017ce sponsor kupuje publiczno\u015b\u0107 danej dyscypliny. Najciekawsze partnerstwa ostatnich lat dzia\u0142aj\u0105 tak\u017ce w odwrotnym kierunku: to marka przyprowadza do sportu publiczno\u015b\u0107, do kt\u00f3rej sport sam nie dociera\u0142. Dzieci i rodziny, mi\u0142o\u015bnicy mody i luksusu. W\u0142a\u015bnie tam baza naprawd\u0119 si\u0119 powi\u0119ksza.<\/p>\n<p><strong>W skr\u00f3cie<\/strong><\/p>\n<ul>\n<li>Sponsoring kupuje widoczno\u015b\u0107 przed publiczno\u015bci\u0105 danego sportu; partnerstwo strategiczne wsp\u00f3lnie tworzy produkty, do\u015bwiadczenia i tre\u015bci i przesuwa publiczno\u015b\u0107 w obie strony.<\/li>\n<li>Formu\u0142a 1 robi to z LEGO od 2025 roku, z LVMH przez dziesi\u0119\u0107 lat od 2025 roku i z Disneyem od ko\u0144ca 2025 roku: trzy marki, trzy r\u00f3\u017cne grupy odbiorc\u00f3w.<\/li>\n<li>Dla firmy przydatne pytanie nie brzmi, ile os\u00f3b j\u0105 zobaczy, lecz do kogo dotrze, do kogo wcze\u015bniej nie dociera\u0142a.<\/li>\n<\/ul>\n<h2>Sponsoring czy partnerstwo: na czym polega r\u00f3\u017cnica<\/h2>\n<p>W praktyce oba s\u0142owa cz\u0119sto u\u017cywa si\u0119 zamiennie, a wiele um\u00f3w je \u0142\u0105czy. R\u00f3\u017cnica tkwi w tym, co jest przedmiotem wymiany. W klasycznym sponsoringu firma p\u0142aci za to, by pojawi\u0107 si\u0119 przed publiczno\u015bci\u0105 zespo\u0142u lub mistrzostw: logo, hospitality, prawa do wizerunku. W partnerstwie strategicznym obie strony wnosz\u0105 co\u015b wi\u0119cej, produkty, kana\u0142y, kompetencje, a warto\u015b\u0107 rodzi si\u0119 z tego, co buduj\u0105 razem. Marka nie tylko korzysta z publiczno\u015bci sportu: przyprowadza te\u017c w\u0142asn\u0105.<\/p>\n<h2>Trzy partnerstwa, kt\u00f3re poszerzaj\u0105 publiczno\u015b\u0107 Formu\u0142y 1<\/h2>\n<h3>LEGO: dzieci i rodziny<\/h3>\n<p>Partnerstwo LEGO i Formu\u0142y 1, og\u0142oszone we wrze\u015bniu 2024 roku, wystartowa\u0142o wraz z sezonem 2025: gama zestaw\u00f3w dla ka\u017cdego wieku, od DUPLO dla najm\u0142odszych, z wszystkimi dziesi\u0119cioma zespo\u0142ami, aktywno\u015bci w strefach kibica podczas Grand Prix i tre\u015bci w cyfrowych kana\u0142ach LEGO. Parada w Miami by\u0142a jego najbardziej widoczn\u0105 cz\u0119\u015bci\u0105. Od 2026 roku wsp\u00f3\u0142praca obj\u0119\u0142a tak\u017ce F1 Academy, mistrzostwa kobiet, z bolidem w barwach LEGO. Logika handlowa jest prosta: dziecko, kt\u00f3re w wieku siedmiu lat sk\u0142ada sw\u00f3j bolid, w wieku pi\u0119tnastu lat mo\u017ce zosta\u0107 widzem.<\/p>\n<h3>Disney: ci, kt\u00f3rzy jeszcze nie dotarli do wy\u015bcig\u00f3w<\/h3>\n<p>W maju 2025 roku Formu\u0142a 1 i Disney og\u0142osi\u0142y globaln\u0105 wsp\u00f3\u0142prac\u0119 z Myszk\u0105 Miki i jej przyjaci\u00f3\u0142mi, kt\u00f3ra wystartowa\u0142a podczas Grand Prix Las Vegas w listopadzie 2025 roku: do\u015bwiadczenia, tre\u015bci i produkty na ca\u0142ym \u015bwiecie. W og\u0142oszeniu obie firmy przytoczy\u0142y liczb\u0119: ponad cztery miliony dzieci w wieku od 8 do 12 lat \u015bledzi ju\u017c mistrzostwa w Unii Europejskiej i Stanach Zjednoczonych. Emily Prazer, dyrektor handlowa Formu\u0142y 1, wyja\u015bni\u0142a, \u017ce umowa ma pozwoli\u0107 wyj\u015b\u0107 poza \u015bwiat sportu i wej\u015b\u0107 na szerszy rynek konsumencki. To logika LEGO, z mark\u0105, kt\u00f3ra przemawia tak\u017ce do tych, kt\u00f3rzy nigdy nie widzieli Grand Prix.<\/p>\n<h3>LVMH: luksus<\/h3>\n<p>Trzeci przypadek dotyczy drugiego ko\u0144ca rynku. Od 2025 roku LVMH jest, na mocy dziesi\u0119cioletniej umowy, globalnym partnerem Formu\u0142y 1, z kilkoma maisons grupy: Louis Vuitton, zwi\u0105zanym z prezentacj\u0105 trofe\u00f3w, TAG Heuer jako oficjalnym chronometra\u017cyst\u0105 zamiast Rolexa oraz Mo\u00ebt Hennessy. Dla Formu\u0142y 1 to spos\u00f3b na dotarcie do zamo\u017cnej publiczno\u015bci, kt\u00f3ra \u015bledzi bardziej luksus ni\u017c sport; dla LVMH to globalna scena dla kilku marek w ramach jednej umowy.<\/p>\n<h2>A MotoGP?<\/h2>\n<p>W MotoGP ta sama zasada przybra\u0142a form\u0119 silniej zwi\u0105zan\u0105 ze szkoleniem m\u0142odzie\u017cy. Red Bull MotoGP Rookies Cup, powsta\u0142y w 2007 roku na motocyklach KTM, pozwala m\u0142odym zawodnikom z wielu kraj\u00f3w \u015bciga\u0107 si\u0119 w te same weekendy co mistrzostwa \u015bwiata: pierwszym mistrzem by\u0142 Johann Zarco. Dla Red Bulla to element historii, kt\u00f3ra si\u0119ga a\u017c do fabrycznego zespo\u0142u KTM w MotoGP, kt\u00f3rego jest sponsorem tytularnym od 2017 roku. Dla mistrzostw to kana\u0142 prowadz\u0105cy do zawodnik\u00f3w i publiczno\u015bci jutra. O tym, jak motorsport tworzy tre\u015bci dla <a href=\"https:\/\/rtrsports.com\/pl\/blog\/involve-public-motorsport-content-2\/\">publiczno\u015bci cyfrowej<\/a>, napisali\u015bmy osobny artyku\u0142.<\/p>\n<h2>Co sprawia, \u017ce partnerstwo jest strategiczne<\/h2>\n<p>Z naszego do\u015bwiadczenia wynika, \u017ce partnerstwa, kt\u00f3re naprawd\u0119 poszerzaj\u0105 publiczno\u015b\u0107, \u0142\u0105cz\u0105 trzy cechy. Pierwsza to publiczno\u015b\u0107, kt\u00f3rej druga strona nie ma: LEGO wnosi dzieci, LVMH luksus, Formu\u0142a 1 pr\u0119dko\u015b\u0107 i globaln\u0105 widowni\u0119. Druga to wsp\u00f3lnie stworzony produkt lub do\u015bwiadczenie, a nie samo logo: zestaw do z\u0142o\u017cenia, parada, kolekcja. Trzecia to czas: dziecko zdobyte dzi\u015b za kilka lat zostanie widzem i tak\u017ce dlatego takie umowy s\u0105 wieloletnie.<\/p>\n<h2>Gdzie najcz\u0119\u015bciej pojawiaj\u0105 si\u0119 potkni\u0119cia<\/h2>\n<p>Najcz\u0119stsz\u0105 pu\u0142apk\u0105 jest nazywanie sponsoringu partnerstwem i oczekiwanie nowej publiczno\u015bci od logo na bocznym panelu bolidu. Logo daje widoczno\u015b\u0107 przed tymi, kt\u00f3rzy ju\u017c \u015bledz\u0105 wy\u015bcigi; nowa publiczno\u015b\u0107 pojawia si\u0119 tylko wtedy, gdy marka wnosi co\u015b w\u0142asnego. Druga pu\u0142apka dotyczy pomiaru. Wy\u015bwietlenia m\u00f3wi\u0105, ile os\u00f3b zobaczy\u0142o mark\u0119, a nie kto pojawi\u0142 si\u0119 po raz pierwszy. Przy partnerstwie tego typu warto mierzy\u0107 tak\u017ce nowe kontakty, sprzeda\u017c wsp\u00f3lnych produkt\u00f3w i wzrost w konkretnych grupach wiekowych lub na konkretnych rynkach. Piszemy o tym szczeg\u00f3\u0142owo w artykule o <a href=\"https:\/\/rtrsports.com\/pl\/blog\/jak-wykorzystac-analityke-do-optymalizacji-strategii-sponsoringu\/\">analizie danych sponsoringu<\/a>.<\/p>\n<h2>Jak pracujemy nad partnerstwami<\/h2>\n<p>Gdy firma prosi nas o sponsoring w motorsporcie, pierwsze pytanie, jakie zadajemy, brzmi: do kogo chce dotrze\u0107. Czasem odpowied\u017a prowadzi do klasycznego sponsoringu zespo\u0142u w <a href=\"https:\/\/rtrsports.com\/pl\/formula-1-sponsoring\/\">Formule 1<\/a> lub w <a href=\"https:\/\/rtrsports.com\/pl\/sponsoring-motogp\/\">MotoGP<\/a>; innym razem do umowy licencyjnej, wsp\u00f3lnego produktu, aktywacji przygotowanej razem z mistrzostwami. W naszym modelu prowizj\u0119 p\u0142aci w\u0142a\u015bciciel praw sportowych, a nie firma sponsoruj\u0105ca: dzi\u0119ki temu mo\u017cemy zaproponowa\u0107 formu\u0142\u0119, kt\u00f3rej potrzeba, nawet je\u015bli nie jest najdro\u017csza.<\/p>\n<p>Sponsoring kupuje publiczno\u015b\u0107. Partnerstwo przyprowadza now\u0105.<\/p>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>Najcz\u0119stsze pytania o partnerstwa strategiczne w sporcie<\/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 partnerstwa strategiczne w sporcie?<\/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 umowy, w kt\u00f3rych firma i w\u0142a\u015bciciel praw sportowych, zesp\u00f3\u0142, mistrzostwa lub wydarzenie, \u0142\u0105cz\u0105 produkty, kana\u0142y i kompetencje, aby co\u015b razem zbudowa\u0107. Poza widoczno\u015bci\u0105 s\u0142u\u017c\u0105 dotarciu do odbiorc\u00f3w, do kt\u00f3rych \u017cadna ze stron nie dotar\u0142aby sama.<\/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 sponsoring od partnerstwa?<\/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 klasycznym sponsoringu firma p\u0142aci za to, by pojawi\u0107 si\u0119 przed publiczno\u015bci\u0105 danego sportu, z logo, hospitality i prawami do wizerunku. W partnerstwie obie strony wsp\u00f3lnie tworz\u0105 produkty, do\u015bwiadczenia lub tre\u015bci, a publiczno\u015b\u0107 przemieszcza si\u0119 w obie strony. Cz\u0119sto jedna umowa zawiera elementy obu.<\/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>Dlaczego LEGO wybra\u0142o Formu\u0142\u0119 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>Aby przybli\u017cy\u0107 dzieci i rodziny do sportu, kt\u00f3ry chce m\u0142odszej publiczno\u015bci, i da\u0107 LEGO produkty zwi\u0105zane z globaln\u0105 mark\u0105. Partnerstwo, og\u0142oszone we wrze\u015bniu 2024 roku i uruchomione w 2025 roku, obejmuje zestawy dla wszystkich grup wiekowych, aktywno\u015bci w strefach kibica i parad\u0119 kierowc\u00f3w w Miami w 2025 roku na bolidach LEGO; od 2026 roku obejmuje tak\u017ce F1 Academy.<\/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>Co przewiduje umowa LVMH z Formu\u0142\u0105 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>Dziesi\u0119cioletnie globalne partnerstwo rozpocz\u0119te w 2025 roku, obejmuj\u0105ce kilka maisons grupy: Louis Vuitton przy prezentacji trofe\u00f3w, TAG Heuer jako oficjalnego chronometra\u017cyst\u0119 zamiast Rolexa oraz Mo\u00ebt Hennessy. Jego warto\u015b\u0107 finansowa nie zosta\u0142a oficjalnie ujawniona.<\/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 mierzy\u0107 sukces partnerstwa 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>Poza wy\u015bwietleniami, kt\u00f3re mierz\u0105, ile os\u00f3b zobaczy\u0142o mark\u0119, warto mierzy\u0107 nowe kontakty, sprzeda\u017c wsp\u00f3lnie stworzonych produkt\u00f3w i wzrost w konkretnych grupach wiekowych lub na rynkach. Partnerstwo pomy\u015blane w celu poszerzenia publiczno\u015bci nale\u017cy ocenia\u0107 po tym, kto pojawia si\u0119 po raz pierwszy.<\/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>Czy partnerstwa strategiczne dzia\u0142aj\u0105 tak\u017ce w MotoGP?<\/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>Tak, cz\u0119sto w formie silniej zwi\u0105zanej ze szkoleniem m\u0142odzie\u017cy. Red Bull MotoGP Rookies Cup, powsta\u0142y w 2007 roku na motocyklach KTM, przyprowadza m\u0142odych zawodnik\u00f3w z wielu kraj\u00f3w na weekendy mistrzostw \u015bwiata i zasila histori\u0119, kt\u00f3ra si\u0119ga a\u017c do fabrycznego zespo\u0142u KTM w MotoGP, kt\u00f3rego Red Bull jest sponsorem tytularnym od 2017 roku.<\/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>W maju 2025 roku w Miami kierowcy Formu\u0142y 1 przejechali tradycyjn\u0105 parad\u0119 przed wy\u015bcigiem na dziesi\u0119ciu bolidach zbudowanych z klock\u00f3w LEGO, po oko\u0142o 400 000 element\u00f3w ka\u017cdy. Lewis Hamilton nazwa\u0142 j\u0105 najzabawniejsz\u0105 parad\u0105 kierowc\u00f3w w historii. Na pierwszy rzut oka by\u0142 to sympatyczny pomys\u0142. Tym, kt\u00f3rzy pracuj\u0105 ze sponsorami, pokaza\u0142 bardzo dobrze, jak dzia\u0142aj\u0105 partnerstwa [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":266174,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20212,20211],"tags":[],"class_list":["post-266198","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportowy","category-sponsoring-sportowy-pl"],"acf":[],"contentshake_article_id":"","semrush_tags":{},"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>Partnerstwa strategiczne w sporcie: model Formu\u0142y 1<\/title>\n<meta name=\"description\" content=\"Partnerstwa strategiczne w sporcie: czym r\u00f3\u017cni\u0105 si\u0119 od sponsoringu i jak LEGO, Disney i LVMH daj\u0105 Formule 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