{"id":286117,"date":"2025-06-10T17:16:25","date_gmt":"2025-06-10T15:16:25","guid":{"rendered":"https:\/\/rtrsports.com\/globalne-wydatki-na-sponsoring-sportowy\/"},"modified":"2025-07-22T17:46:45","modified_gmt":"2025-07-22T15:46:45","slug":"globalne-wydatki-na-sponsoring-sportowy","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pl\/blog\/sports-sponsorship-data\/","title":{"rendered":"Globalne wydatki na sponsoring sportowy"},"content":{"rendered":"

Wydatki na sponsoring sportowy<\/b><\/span><\/h2>\n

Zbli\u017camy si\u0119 do ko\u0144ca roku, a dane dotycz\u0105ce ca\u0142kowitych wydatk\u00f3w na sponsoring na ca\u0142ym \u015bwiecie w 2017 r.<\/strong> osi\u0105gn\u0119\u0142y osza\u0142amiaj\u0105c\u0105 kwot\u0119 62,8 mld USD, przy wzro\u015bcie o 4,45% rok do roku. <\/span><\/p>\n

Dane te s\u0105 imponuj\u0105ce w por\u00f3wnaniu z tym, co dzieje si\u0119 z tradycyjn\u0105 reklam\u0105. <\/span><\/p>\n

\"wydatki<\/p>\n

Obrazek autorstwa Statista<\/p>\n

W 2017 r. w przypadku r\u00f3\u017cnych medi\u00f3w odnotowano stagnacj\u0119 lub niewielki spadek<\/strong>, z wyj\u0105tkiem reklamy cyfrowej (kt\u00f3ra wyprzedzi\u0142a reklamy telewizyjne) i reklamy mobilnej, kt\u00f3re odnotowa\u0142y znaczny wzrost. Ca\u0142y sektor odnotowa\u0142 silny wzrost dzi\u0119ki reklamie cyfrowej. <\/span><\/p>\n

\"dane<\/p>\n

Zdj\u0119cie Zenith<\/p>\n

Dlaczego sponsoring sportowy?<\/b><\/span><\/h2>\n

Dlaczego?<\/strong> To pytanie powinien zada\u0107 sobie ka\u017cdy, kto odpowiada za bud\u017cet marketingowy i komunikacyjny. Dlaczego najbardziej znane firmy na \u015bwiecie<\/strong>, te, kt\u00f3re nie potrzebuj\u0105 \u015bwiadomo\u015bci marki, te, kt\u00f3re s\u0105 synonimem kategorii produkt\u00f3w (np. Coca-Cola, McDonald’s, P&G, Budweiser, Heineken, Telef\u00f3nica, Yokohama, Pirelli, Rolex, Mastercard, PlayStation, Verizon, UniCredit, Gazprom, Qatar Airways, Turkish Airways i DHL, by wymieni\u0107 tylko kilka), s\u0105 mocno zaanga\u017cowane w ten sektor?<\/strong> Dlaczego firmy, kt\u00f3re s\u0105 tak r\u00f3\u017cne i maj\u0105 r\u00f3\u017cne cele, inwestuj\u0105 w sponsoring? <\/span><\/p>\n

Czy wiedz\u0105 co\u015b, czego nie wie wi\u0119kszo\u015b\u0107 innych firm? Czy jest to forma maecenatu? Czy te firmy maj\u0105 tak du\u017ce bud\u017cety na komunikacj\u0119, \u017ce mog\u0105 sobie pozwoli\u0107 na rozrzucanie ich do woli? <\/span><\/p>\n

Odpowied\u017a, jak mo\u017cna sobie wyobrazi\u0107, brzmi: nie. Sponsoring sportowy<\/strong> i warto\u015b\u0107 sponsoringu sportowego<\/strong> s\u0105 tak skuteczne, \u017ce z dnia na dzie\u0144 staj\u0105 si\u0119 coraz bardziej popularne. Istnieje bardzo proste i szybkie wyja\u015bnienie: firmy te postanowi\u0142y by\u0107 bardziej wydajne. <\/span><\/p>\n

NOWY SCENARIUSZ, tylko kilka wskaz\u00f3wek <\/b><\/span><\/p>\n

1) Ekstremalna fragmentacja <\/b><\/span><\/p>\n

W ci\u0105gu ostatnich kilku lat byli\u015bmy \u015bwiadkami ogromnego wzrostu liczby tematycznych kana\u0142\u00f3w telewizyjnych: tylko<\/strong> w Europie w 2017 r. mieli\u015bmy, wed\u0142ug MAVISE (baza danych na temat us\u0142ug telewizyjnych i audiowizualnych na \u017c\u0105danie oraz firm w Europie, utworzona przez Europejskie Obserwatorium Audiowizualne), \u0142\u0105czn\u0105 liczb\u0119 5370 kana\u0142\u00f3w telewizyjnych. W 2009 r. by\u0142o ich 3615, co oznacza wzrost o 49% (z wy\u0142\u0105czeniem kana\u0142\u00f3w lokalnych i okien). <\/span><\/p>\n

mavise.obs.coe.int\/welcome<\/span><\/p>\n

Czy ten sam trend dotyczy magazyn\u00f3w drukowanych?<\/strong> Tak.<\/strong> W ci\u0105gu ostatnich kilku lat byli\u015bmy \u015bwiadkami du\u017cego wzrostu liczby konkretnych publikacji papierowych. Aby da\u0107 ci przyk\u0142ad, sp\u00f3jrzmy na USA (USA +35% w latach 2002-2016) <\/span><\/p>\n

Statystyki sponsoringu sportowego<\/strong><\/h2>\n

\"dane<\/p>\n

Tak wi\u0119c, je\u015bli kiedy\u015b by\u0142o stosunkowo \u0142atwo dotrze\u0107 do celu za pomoc\u0105 kilku kana\u0142\u00f3w i publikacji, teraz, przy tej ogromnej fragmentacji i bud\u017cetach, kt\u00f3re nie wzros\u0142y konsekwentnie, bardzo trudno jest by\u0107 s\u0142yszanym i widzianym przez nasz cel. <\/span><\/p>\n

Gdzie jest tw\u00f3j cel?<\/strong><\/p>\n

Prawdziwe pytanie na dzie\u0144 dzisiejszy brzmi: gdzie jest tw\u00f3j cel?<\/strong> Ile z ponad 5000 europejskich kana\u0142\u00f3w ogl\u0105da Twoja grupa docelowa? A mo\u017ce czyta ten fajny nowy magazyn, kt\u00f3ry drukuje 5000 egzemplarzy? Ryzyko, na jakie nara\u017ca si\u0119 marketer, polega na kierowaniu swoich zasob\u00f3w w tysi\u0105ce drop\u00f3w, kt\u00f3re nie trafiaj\u0105 do nikogo <\/span><\/p>\n

2) Eksplozja cyfrowa<\/b><\/span><\/p>\n

Eksplozja cyfryzacji jeszcze bardziej skomplikowa\u0142a prac\u0119 ka\u017cdego CMO.<\/span><\/p>\n

Wiele informacji mo\u017cna teraz konsumowa\u0107 cyfrowo, a jednocze\u015bnie zaobserwowali\u015bmy ogromny wzrost liczby smartfon\u00f3w. Wed\u0142ug tych bada\u0144 ponad 60% doros\u0142ych w USA otrzymuje wiadomo\u015bci za po\u015brednictwem medi\u00f3w spo\u0142eczno\u015bciowych <\/span><\/p>\n

www.journalism.org\/2016\/05\/26\/news-use-across-social-media-platforms-2016\/<\/a><\/span><\/p>\n

W tym samym czasie firmy pod\u0105\u017cy\u0142y za trendem, wprowadzaj\u0105c w\u0142asn\u0105 obecno\u015b\u0107 w mediach spo\u0142eczno\u015bciowych, dzi\u0119ki czemu ludzie mog\u0105 teraz wchodzi\u0107 z nimi w bezpo\u015bredni\u0105 interakcj\u0119. Ale teraz cel ma bezpo\u015bredni dost\u0119p do sklep\u00f3w zlokalizowanych na ca\u0142ym \u015bwiecie; mog\u0105 przegl\u0105da\u0107 najlepsze oferty, odkrywa\u0107 produkty i wymienia\u0107 si\u0119 informacjami na ich temat… lub na temat zwyci\u0119skiej obs\u0142ugi klienta, kt\u00f3ra, co za pech, odbi\u0142a si\u0119 od nich jak gumowa \u015bciana. <\/span><\/p>\n

W 2017 roku istnieje ponad miliard aktywnych stron internetowych, a ponad 2 biliony to obroty generowane przez e-commerce<\/strong> na ca\u0142ym \u015bwiecie. www.atom.com\/blog\/internet-statistics\/<\/a><\/span><\/p>\n

3) WIARYGODNO\u015a\u0106<\/b><\/span><\/p>\n

Inn\u0105 prost\u0105 kwesti\u0105 jest wiarygodno\u015b\u0107.<\/strong> Nie ufamy komu\u015b, kto pr\u00f3buje sprzeda\u0107 nam swoje produkty (wydaj\u0105c przy tym du\u017co pieni\u0119dzy), m\u00f3wi\u0105c nam, \u017ce ich produkty s\u0105 najlepsze… Ludzie s\u0105 rozczarowani i bardziej \u015bwiadomi proces\u00f3w reklamowych.<\/span><\/p>\n

Tak wi\u0119c teraz musisz stawi\u0107 czo\u0142a ekstremalnej fragmentacji i bardziej \u015bwiadomemu i rozczarowanemu celowi <\/b><\/span><\/p>\n

Co wi\u0119cej, ludzie s\u0105 zanurzeni w reklamach<\/strong>… i nie lubi\u0105, gdy im si\u0119 ci\u0105gle przerywa. Ludzie wol\u0105 patrze\u0107 na swoje osobiste ekrany (st\u0105d gwa\u0142towny wzrost wydatk\u00f3w na reklam\u0119 mobiln\u0105) ni\u017c ogl\u0105da\u0107 lub konsumowa\u0107 jak\u0105kolwiek inn\u0105 form\u0119 reklamy. Interesuj\u0105 si\u0119 produktem lub us\u0142ug\u0105 tylko wtedy, gdy ich potrzebuj\u0105, a musimy przyzna\u0107, \u017ce w \u017cyciu s\u0105 ciekawsze rzeczy ni\u017c nowy szampon czy ta\u0144sza taryfa energetyczna. Przynajmniej dop\u00f3ki ich nie potrzebujemy. A kiedy tego potrzebujemy, wyszukujemy to w Google. <\/span><\/p>\n

POTRZEBUJESZ WI\u0118C SPOSOBU NA ZOPTYMALIZOWANIE BUD\u017bETU BEZ DZIELENIA GO NA ZBYT WIELE KROPLI; POTRZEBUJESZ CZEGO\u015a, CO NIE PRZESZKADZA TWOJEMU TARGETOWI; POTRZEBUJESZ CZEGO\u015a, CO TARGET ZDECYDUJE SI\u0118 OGL\u0104DA\u0106 Z PASJ\u0104 I ZAINTERESOWANIEM.<\/span><\/strong><\/p>\n

Widzisz wi\u0119c, dlaczego wszystkie te du\u017ce firmy korzystaj\u0105 ze sponsoringu sportowego? <\/b><\/span><\/p>\n

Ich marki s\u0105 osadzone w wydarzeniu, podczas gdy cel podj\u0105\u0142 decyzj\u0119 o obejrzeniu programu. <\/span>Staj\u0105 si\u0119 cz\u0119\u015bci\u0105 czego\u015b, co kocha target; target zaczyna docenia\u0107 wsparcie, jakiego marka udziela jego ulubionemu sportowi. MARKA ZOSTAJE WZBOGACONA O POZYTYWNE WARTO\u015aCI SPONSOROWANEJ DYSCYPLINY SPORTOWEJ, ZESPO\u0141U LUB SPORTOWCA. Po pewnym czasie nastawienie grupy docelowej do marek jest pozytywne, a pozytywne nastawienie prowadzi do zamiaru zakupu. <\/span><\/p>\n

link.springer.com\/chapter\/10.1007\/978-3-319-10951-0_214<\/span><\/a><\/span><\/p>\n

www.thebalance.com\/sponsorship-a-key-to-powerful-marketing-2295276<\/a><\/span><\/p>\n

Tak wi\u0119c marka nie pr\u00f3buje teraz narzuca\u0107 swojej obecno\u015bci poprzez wpychanie reklam lub reklam w jakiejkolwiek innej formie przed target; marka jest cz\u0119\u015bci\u0105 grupy, kochana i doceniana za sw\u00f3j wk\u0142ad, osadzona w serialu i w\u0142a\u015bcicielka serc fan\u00f3w.<\/span><\/p>\n

Marka mo\u017ce skoncentrowa\u0107 si\u0119 na jednym programie bez marnowania swoich zasob\u00f3w… media automatycznie i bez dodatkowych koszt\u00f3w poka\u017c\u0105 jej obecno\u015b\u0107, Z OGROMNYM WZROSTEM \u015aWIADOMO\u015aCI MARKI. A je\u015bli marka chcia\u0142aby wykorzysta\u0107 inne media… jest historia do opowiedzenia. Istnieje r\u00f3wnie\u017c wiele materia\u0142\u00f3w dla platform spo\u0142eczno\u015bciowych, spostrze\u017ce\u0144, mo\u017cliwo\u015bci zakulisowych i mo\u017cliwo\u015bci, kt\u00f3re s\u0105 przeznaczone tylko dla partner\u00f3w. <\/span><\/p>\n

Czy nadal uwa\u017casz, \u017ce du\u017ce firmy, kt\u00f3re wskazali\u015bmy na pocz\u0105tku, zajmuj\u0105 si\u0119 sponsoringiem sportowym tylko dlatego, \u017ce kochaj\u0105 dobr\u0105 gr\u0119?<\/b><\/span><\/p>\n

Firmy sponsoruj\u0105ce sport. Dlaczego? <\/strong><\/h2>\n

Je\u015bli kiedykolwiek chcia\u0142by\u015b porozmawia\u0107 o sponsoringu i marketingu sportowym, nie wahaj si\u0119 skontaktowa\u0107 z RTR Sports Marketing pod adresem info@rtrsports.com<\/span><\/a><\/span><\/p>\n

W nast\u0119pnym artykule porozmawiamy o zaanga\u017cowaniu fan\u00f3w i monetyzacji zasi\u0119gu medi\u00f3w spo\u0142eczno\u015bciowych <\/span><\/p>\n

Zapraszamy do odwiedzania RTR Sports<\/a>. <\/b> <\/span><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Wydatki na sponsoring sportowy Zbli\u017camy si\u0119 do ko\u0144ca roku, a dane dotycz\u0105ce ca\u0142kowitych wydatk\u00f3w na sponsoring na ca\u0142ym \u015bwiecie w 2017 r. osi\u0105gn\u0119\u0142y osza\u0142amiaj\u0105c\u0105 kwot\u0119 62,8 mld USD, przy wzro\u015bcie o 4,45% rok do roku. Dane te s\u0105 imponuj\u0105ce w por\u00f3wnaniu z tym, co dzieje si\u0119 z tradycyjn\u0105 reklam\u0105. Obrazek autorstwa Statista W 2017 r. […]<\/p>\n","protected":false},"author":14,"featured_media":188786,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20212,20211],"tags":[],"class_list":["post-286117","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportowy","category-sponsoring-sportowy-pl"],"acf":[],"contentshake_article_id":"","yoast_head":"\nGlobalne wydatki na sponsoring w 2017 r. 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