{"id":348679,"date":"2026-08-26T15:43:25","date_gmt":"2026-08-26T13:43:25","guid":{"rendered":"https:\/\/rtrsports.com\/?p=348679"},"modified":"2026-08-26T15:43:25","modified_gmt":"2026-08-26T13:43:25","slug":"mms-nascar-trzydziesci-lat-roi-cztery-do-jednego","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pl\/blog\/mms-nascar-trzydziesci-lat-roi-cztery-do-jednego\/","title":{"rendered":"M&#038;M&#8217;s i NASCAR: trzydzie\u015bci lat, ROI 4 do 1 i to, jak ko\u0144czy si\u0119 sponsoring"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-medium wp-image-6732\" title=\"M&amp;M's NASCAR\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/mmbase.jpg\" alt=\"Maskotki M&amp;M's, twarze sponsoringu w NASCAR\" width=\"300\" height=\"225\" \/>Swiss Court, City of Westminster, WC2H 7DG: serce Londynu mi\u0119dzy Leicester Square a Piccadilly. Godzina w kolejce, w przenikliwym ch\u0142odzie angielskiej zimy, w m\u017cawce, kt\u00f3ra przemacza cz\u0142owieka a\u017c po dum\u0119. Kiedy wychodzisz, \u015bciskasz mi\u0119kk\u0105 plastikow\u0105 torb\u0119, o kt\u00f3r\u0105 trzeba by\u0142o si\u0119 przepycha\u0107 \u0142okciami. W \u015brodku s\u0105 <strong>cukierki<\/strong>.<\/p>\n<p>To dobry punkt wyj\u015bcia, bo t\u0142umaczy, dlaczego ten przypadek wci\u0105\u017c warto studiowa\u0107. M&amp;M&#8217;s sp\u0119dzi\u0142 trzydzie\u015bci lat na udowadnianiu, \u017ce marka mo\u017ce znaczy\u0107 wi\u0119cej ni\u017c kategoria produktowa, z kt\u00f3rej wyros\u0142a \u2014 a NASCAR by\u0142a narz\u0119dziem tego dowodu.<\/p>\n<h2>Liczby, kt\u00f3re w 2012 roku narobi\u0142y ha\u0142asu<\/h2>\n<p>W 2012 roku partnerstwo mi\u0119dzy <strong>M&amp;M&#8217;s<\/strong>, mark\u0105 nale\u017c\u0105c\u0105 do <strong>Mars Incorporated<\/strong>, a mistrzostwami <strong>NASCAR<\/strong> ko\u0144czy\u0142o dwadzie\u015bcia lat. Z tej okazji firma przekaza\u0142a <em>Forbesowi<\/em> dane o zwrocie, kt\u00f3re wywo\u0142a\u0142y w\u00f3wczas spor\u0105 dyskusj\u0119:<\/p>\n<ul>\n<li>zwrot z inwestycji na poziomie <strong>4 dolar\u00f3w z ka\u017cdego wydanego dolara<\/strong><\/li>\n<li><strong>72% lojalno\u015bci wobec marki<\/strong> w\u015br\u00f3d kibic\u00f3w serii<\/li>\n<li>r\u00f3wnowarto\u015b\u0107 tego, co w Stanach Zjednoczonych nazywaj\u0105 <em>fifth season<\/em> \u2014 <strong>trzech miesi\u0119cy przychodu<\/strong> \u2014 wypracowana przez sam sponsoring<\/li>\n<li><strong>76%<\/strong> publiczno\u015bci NASCAR deklarowa\u0142o zadowolenie z tego, \u017ce M&amp;M&#8217;s sponsoruje ich sport<\/li>\n<li><strong>69%<\/strong> przyznawa\u0142o, \u017ce ten sponsoring wp\u0142ywa\u0142 na ich wyb\u00f3r czekoladowych przek\u0105sek<\/li>\n<\/ul>\n<p>Kiedy <strong>Williama Clementsa<\/strong>, wiceprezesa Marsa ds. sponsoringu, zapytano, co sk\u0142ania firm\u0119 do pozostania dwadzie\u015bcia lat w jednym sporcie, odpowied\u017a zabrzmia\u0142a mniej wi\u0119cej tak: \u201echyba pan \u017cartuje\u201d.<\/p>\n<p>Warto doda\u0107 rzecz, kt\u00f3rej w 2012 roku m\u00f3wi\u0107 nie trzeba by\u0142o, a dzi\u015b trzeba: <strong>te liczby to fotografia roku 2012<\/strong>, nie dnia dzisiejszego. Pozostaj\u0105 ciekawe nie jako punkt odniesienia, kt\u00f3ry trzeba dogoni\u0107, lecz jako jeden z nielicznych przypadk\u00f3w, w kt\u00f3rych sponsor ujawni\u0142 w\u0142asny zwrot z tak\u0105 dok\u0142adno\u015bci\u0105.<\/p>\n<h2>Dlaczego to pasowa\u0142o jak ula\u0142<\/h2>\n<p>Marketing M&amp;M&#8217;s spina\u0142 cztery powody, i s\u0105 to dok\u0142adnie te same, kt\u00f3re dzi\u015b wylicza si\u0119 po kolei przy ocenie platformy sportowej.<\/p>\n<p>Pierwszy to <strong>zbie\u017cno\u015b\u0107 warto\u015bci<\/strong>: NASCAR, dok\u0142adnie jak kolorowe dra\u017cetki, jest zabawna, wsp\u00f3lnotowa, dla wszystkich i szczerze ameryka\u0144ska. Drugi to <strong>skala zasi\u0119gu<\/strong>: w z\u0142otych latach seria deklarowa\u0142a dziesi\u0105tki milion\u00f3w kibic\u00f3w w Stanach Zjednoczonych \u2014 publiczno\u015b\u0107, kt\u00f3rej \u017cadna marka masowa nie mo\u017ce sobie pozwoli\u0107 zignorowa\u0107. Trzeci to <strong>wzajemny presti\u017c<\/strong>: dwie marki reprezentuj\u0105ce doskona\u0142o\u015b\u0107 we w\u0142asnych dziedzinach legitymizuj\u0105 si\u0119 nawzajem. Czwarty, najbardziej operacyjny, to <strong>rytm<\/strong>: trzydzie\u015bci sze\u015b\u0107 wy\u015bcigowych weekend\u00f3w w roku w r\u00f3\u017cnych miejscach daje kalendarz aktywacji i wydarze\u0144 konsumenckich, jakiego oferuje niewiele innych sport\u00f3w.<\/p>\n<p>Do tego M&amp;M&#8217;s dorzuci\u0142 element, kt\u00f3ry sprawia, \u017ce przypadek jest nie tylko solidny, ale i zapami\u0119tywalny: twarz. <strong>Kyle Busch<\/strong> prowadzi\u0142 Toyot\u0119 nr 18 w barwach M&amp;M&#8217;s przez <strong>pi\u0119tna\u015bcie sezon\u00f3w<\/strong> w Joe Gibbs Racing, od 2008 do 2022 roku, zdobywaj\u0105c dwa tytu\u0142y Cup Series. Sponsoring przesta\u0142 by\u0107 logo na samochodzie i sta\u0142 si\u0119 to\u017csamo\u015bci\u0105 wizualn\u0105 rozpoznawaln\u0105 od pierwszego spojrzenia.<\/p>\n<h2>Jak si\u0119 to sko\u0144czy\u0142o<\/h2>\n<p>Sko\u0144czy\u0142o si\u0119, i to jest ta cz\u0119\u015b\u0107, kt\u00f3rej w 2012 roku nie mogli\u015bmy jeszcze napisa\u0107.<\/p>\n<p>Mars opu\u015bci\u0142 NASCAR <strong>po zako\u0144czeniu sezonu 2022<\/strong>, przekazuj\u0105c decyzj\u0119 Joe Gibbs Racing z ponadrocznym wyprzedzeniem, \u017ceby zesp\u00f3\u0142 mia\u0142 czas znale\u017a\u0107 nast\u0119pc\u0119. Uzasadnienie, przytoczone przez prezesa zespo\u0142u Dave&#8217;a Alperna, nie ma w sobie nic dramatycznego i w\u0142a\u015bnie dlatego jest pouczaj\u0105ce: firma chcia\u0142a spr\u00f3bowa\u0107 czego\u015b innego, a <strong>nawet bardzo du\u017cy bud\u017cet pozostaje sko\u0144czony<\/strong> \u2014 je\u015bli chcesz przetestowa\u0107 co\u015b nowego, te pieni\u0105dze musz\u0105 sk\u0105d\u015b zosta\u0107 zabrane.<\/p>\n<p>\u017badnej k\u0142\u00f3tni, \u017cadnych rozczarowuj\u0105cych wynik\u00f3w, \u017cadnego spektakularnego zwrotu strategii. Sponsoring, kt\u00f3ry dzia\u0142a\u0142 trzydzie\u015bci lat, zamkn\u0105\u0142 si\u0119, bo wyczerpa\u0142 sw\u00f3j cykl \u017cycia. To zako\u0144czenie warto mie\u0107 w pami\u0119ci za ka\u017cdym razem, gdy myli si\u0119 d\u0142ugo\u015b\u0107 relacji z jej kondycj\u0105: te dwie rzeczy s\u0105 do siebie \u0142udz\u0105co podobne a\u017c do dnia, w kt\u00f3rym przestaj\u0105 by\u0107.<\/p>\n<h2>Powr\u00f3t na jedn\u0105 noc<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-medium wp-image-6734\" title=\"Kyle Busch i barwy M&amp;M's\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/mmswp4-300x225.jpg\" alt=\"Samoch\u00f3d w barwach M&amp;M's prowadzony przez Kyle'a Buscha w NASCAR\" width=\"300\" height=\"225\" \/><strong>Kyle Busch zmar\u0142 21 maja 2026 roku<\/strong>, w wieku 41 lat, na skutek ci\u0119\u017ckiego zapalenia p\u0142uc, kt\u00f3re przesz\u0142o w seps\u0119. By\u0142 pierwszym etatowym kierowc\u0105, kt\u00f3ry odszed\u0142 w trakcie sezonu od czasu Dale&#8217;a Earnhardta w 2001 roku.<\/p>\n<p><strong>19 wrze\u015bnia 2026 roku<\/strong>, podczas Bass Pro Shops Night Race w Bristolu, <strong>M&amp;M&#8217;s wraca do NASCAR na jeden wy\u015bcig<\/strong>: Mars sponsoruje Toyot\u0119 nr 54 Joe Gibbs Racing prowadzon\u0105 przez <strong>Ty&#8217;a Gibbsa<\/strong>, w barwach u\u0142o\u017conych w mozaik\u0119 ze zdj\u0119\u0107 z kariery Buscha. Wyb\u00f3r toru nie jest przypadkowy \u2014 na betonowym p\u00f3\u0142milowym owalu w Bristolu Busch wygrywa\u0142 22 razy w trzech seriach krajowych, w tym osiem razy w Cup Series.<\/p>\n<p>Marka, kt\u00f3ra cztery lata wcze\u015bniej wysz\u0142a z tego sportu, wraca na jedn\u0105 noc, bez cel\u00f3w sprzeda\u017cowych, z powodu, kt\u00f3rego nie przewiduje \u017caden model pomiaru.<\/p>\n<h2>Co zostaje po tym przypadku<\/h2>\n<p>Trzy rzeczy, i \u017cadna z nich nie dotyczy cukierk\u00f3w.<\/p>\n<p>Pierwsza jest taka, \u017ce <strong>zwrot da si\u0119 zmierzy\u0107, je\u015bli kto\u015b si\u0119 na to zdecyduje<\/strong>. Cztery do jednego M&amp;M&#8217;s pozostaje jedn\u0105 z nielicznych publicznych danych o d\u0142ugim sponsoringu, a to, \u017ce czterna\u015bcie lat p\u00f3\u017aniej wci\u0105\u017c si\u0119 j\u0105 cytuje, m\u00f3wi wiele o tym, jak rzadko sponsor otwiera w\u0142asne liczby. O tym, jak buduje si\u0119 dzi\u015b taki pomiar, pisali\u015bmy w <a href=\"https:\/\/rtrsports.com\/pl\/blog\/roi-sponsoring-nascar-jak-mierzyc-zwrot\/\">ramach pomiaru ROI sponsoringu w NASCAR<\/a>.<\/p>\n<p>Druga jest taka, \u017ce <strong>sponsoring ma sw\u00f3j cykl \u017cycia<\/strong>, a rozpoznanie jego ko\u0144ca nie jest pora\u017ck\u0105. Pytanie \u201eodnowi\u0107, renegocjowa\u0107 czy zmieni\u0107\u201d nale\u017cy zada\u0107, kiedy relacja jeszcze dzia\u0142a, a nie kiedy ju\u017c przesta\u0142a \u2014 to temat <a href=\"https:\/\/rtrsports.com\/pl\/blog\/odnowienie-renegocjacja-lub-zmiana-jak-zdecydowac-kiedy-konczy-sie-cykl-sponsorowania-sportow-motorowych\/\">tej analizy o ko\u0144cu cyklu<\/a>.<\/p>\n<p>Trzecia jest najmniej policzalna i by\u0107 mo\u017ce najwa\u017cniejsza. Trzydzie\u015bci lat konsekwentnej obecno\u015bci zbudowa\u0142o co\u015b, co prze\u017cy\u0142o koniec kontraktu: barwy, kt\u00f3re po czterech latach nieobecno\u015bci nadal s\u0105 natychmiast rozpoznawalne, i wi\u0119\u017a z cz\u0142owiekiem na tyle siln\u0105, \u017ce sprowadza firm\u0119 z powrotem na jedn\u0105 noc. Nikt tego nie wpisa\u0142 do bud\u017cetu.<\/p>\n<p>Kto dzi\u015b ocenia NASCAR jako platform\u0119, znajdzie punkt wyj\u015bcia \u2014 pakiety, koszty i mo\u017cliwo\u015bci \u2014 w naszym <a href=\"https:\/\/rtrsports.com\/pl\/blog\/sponsoring-nascar-pakiety-koszty-mozliwosci\/\">przewodniku po sponsoringu w NASCAR<\/a>, a aktualn\u0105 map\u0119 obecnych tam marek na <a href=\"https:\/\/rtrsports.com\/pl\/blog\/lista-sponsorow-nascar-2026-glowni-partnerzy-zespoly-i-sponsorzy-tytularni\/\">li\u015bcie sponsor\u00f3w NASCAR 2026<\/a>.<\/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 sponsoring M&amp;M&#039;s w NASCAR<\/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>Jaki by\u0142 ROI sponsoringu M&amp;M&#039;s w NASCAR?<\/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 2012 roku, z okazji dwudziestolecia partnerstwa, Mars przekaza\u0142 Forbesowi zwrot na poziomie 4 dolar\u00f3w z ka\u017cdego zainwestowanego dolara, 72% lojalno\u015bci wobec marki w\u015br\u00f3d kibic\u00f3w NASCAR i r\u00f3wnowarto\u015b\u0107 trzech miesi\u0119cy przychodu wypracowan\u0105 przez sam sponsoring. S\u0105 to dane z 2012 roku, nie aktualne.<\/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 d\u0142ugo M&amp;M&#039;s sponsorowa\u0142 NASCAR?<\/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>Oko\u0142o trzydziestu lat: w 2012 roku partnerstwo ko\u0144czy\u0142o dwadzie\u015bcia lat, a zamkn\u0119\u0142o si\u0119 po sezonie 2022. Kyle Busch prowadzi\u0142 samoch\u00f3d nr 18 w barwach M&amp;M&#8217;s przez pi\u0119tna\u015bcie sezon\u00f3w, od 2008 do 2022 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>Dlaczego Mars odszed\u0142 z NASCAR?<\/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>Nie z powodu rozczarowuj\u0105cych wynik\u00f3w. Mars przekaza\u0142 decyzj\u0119 Joe Gibbs Racing z ponadrocznym wyprzedzeniem: firma chcia\u0142a spr\u00f3bowa\u0107 innych platform, a \u2014 jak wyja\u015bni\u0142 prezes zespo\u0142u Dave Alpern \u2014 nawet bardzo du\u017cy bud\u017cet pozostaje sko\u0144czony, wi\u0119c \u017ceby przetestowa\u0107 co\u015b nowego, te \u015brodki trzeba zabra\u0107 z czego\u015b innego.<\/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 M&amp;M&#039;s wr\u00f3ci\u0142 do NASCAR?<\/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, na jeden wy\u015bcig. 19 wrze\u015bnia 2026 roku, podczas Bass Pro Shops Night Race w Bristolu, Mars sponsoruje Toyot\u0119 nr 54 Joe Gibbs Racing prowadzon\u0105 przez Ty&#8217;a Gibbsa, w barwach u\u0142o\u017conych w mozaik\u0119 po\u015bwi\u0119con\u0105 Kyle&#8217;owi Buschowi, kt\u00f3ry zmar\u0142 21 maja 2026 roku w wieku 41 lat.<\/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 ho\u0142d dla Kyle&#039;a Buscha odb\u0119dzie si\u0119 akurat w Bristolu?<\/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>Poniewa\u017c na betonowym p\u00f3\u0142milowym owalu w Bristolu Busch wygrywa\u0142 22 razy w trzech krajowych seriach NASCAR, w tym osiem razy w Cup Series: to tor, kt\u00f3ry najlepiej oddaje jego karier\u0119.<\/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>Czego przypadek M&amp;M&#039;s uczy mark\u0119 rozwa\u017caj\u0105c\u0105 sponsoring?<\/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>Trzech rzeczy: \u017ce zwrot da si\u0119 zmierzy\u0107, kiedy sponsor si\u0119 na to zdecyduje; \u017ce ka\u017cdy sponsoring ma sw\u00f3j cykl \u017cycia, a rozpoznanie jego ko\u0144ca nie jest pora\u017ck\u0105; oraz \u017ce konsekwentna i d\u0142uga obecno\u015b\u0107 buduje rozpoznawalno\u015b\u0107, kt\u00f3ra prze\u017cywa wyga\u015bni\u0119cie kontraktu.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n\r\n    <\/div>\r\n    \n\n","protected":false},"excerpt":{"rendered":"<p>W 2012 roku Mars ujawni\u0142 wyniki swojego sponsoringu w NASCAR: 4 dolary zwrotu z ka\u017cdego zainwestowanego dolara, 72% lojalno\u015bci wobec marki, r\u00f3wnowarto\u015b\u0107 trzech miesi\u0119cy przychodu. Jak partnerstwo przetrwa\u0142o trzydzie\u015bci lat, dlaczego sko\u0144czy\u0142o si\u0119 w 2022 i co po nim zosta\u0142o.<\/p>\n","protected":false},"author":2,"featured_media":156209,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20220],"tags":[],"class_list":["post-348679","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportowy-pl"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>M&amp;M&#039;s i NASCAR: 30 lat sponsoringu i ROI 4 do 1<\/title>\n<meta name=\"description\" content=\"W 2012 Mars poda\u0142: 4 dolary zwrotu z ka\u017cdego dolara i 72% lojalno\u015bci wobec marki. 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