{"id":348740,"date":"2026-08-27T16:30:04","date_gmt":"2026-08-27T14:30:04","guid":{"rendered":"https:\/\/rtrsports.com\/?p=348740"},"modified":"2026-08-27T16:30:04","modified_gmt":"2026-08-27T14:30:04","slug":"red-bull-i-sponsoring-odwaga-robienia-tego-czego-inni-nie-robia","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pl\/blog\/red-bull-i-sponsoring-odwaga-robienia-tego-czego-inni-nie-robia\/","title":{"rendered":"Red Bull i sponsoring: odwaga robienia tego, czego inni nie robi\u0105"},"content":{"rendered":"

Odwaga jako strategia, nie jako slogan<\/h2>\n

\u201eRed Bull doda ci skrzyde\u0142”. Najs\u0142ynniejsze has\u0142o reklamowe austriackiej marki nigdy nie by\u0142o tylko sloganem \u2013 to niemal dos\u0142owne podsumowanie tego, jak Red Bull decyduje, gdzie ulokowa\u0107 swoje pieni\u0105dze. 14 pa\u017adziernika 2012 roku Felix Baumgartner skoczy\u0142 z wysoko\u015bci 38 969 metr\u00f3w, jako pierwszy cz\u0142owiek przekraczaj\u0105c pr\u0119dko\u015b\u0107 d\u017awi\u0119ku bez silnika wok\u00f3\u0142 siebie. Red Bull sfinansowa\u0142 ca\u0142\u0105 operacj\u0119 \u2013 pi\u0119\u0107 lat pracy, bud\u017cet nigdy oficjalnie nie ujawniony, ale szacowany na 30\u201350 milion\u00f3w dolar\u00f3w \u2013 bez \u017cadnej gwarancji sukcesu. Nieudany skok, albo co\u015b gorszego, oznacza\u0142by wizerunkow\u0105 katastrof\u0119 na ogromn\u0105 skal\u0119. Szczeg\u00f3\u0142y tej historii, \u0142\u0105cznie z rekordem czasu swobodnego spadania, kt\u00f3ry do dzi\u015b nie zosta\u0142 pobity, opisali\u015bmy w osobnym artykule po\u015bwi\u0119conym Stratos \u2013 naszym artykule o Red Bull Stratos<\/a>.<\/p>\n

To skalkulowane ryzyko nie by\u0142o jednorazowym epizodem. To metoda dzia\u0142ania.<\/p>\n

Model: posiada\u0107, a nie tylko by\u0107 obecnym<\/h2>\n

Wi\u0119kszo\u015b\u0107 marek inwestuj\u0105cych w sport kupuje widoczno\u015b\u0107: logo na koszulce, baner przy torze. Red Bull w wielu swoich najwa\u017cniejszych projektach wybra\u0142 inn\u0105 drog\u0119 \u2013 zamiast wynajmowa\u0107 kawa\u0142ek czyjego\u015b aktywa, sam staje si\u0119 jego w\u0142a\u015bcicielem.<\/p>\n

W pi\u0142ce no\u017cnej grupa bezpo\u015brednio kontroluje RB Leipzig w Niemczech, New York Red Bulls w Stanach Zjednoczonych, FC Red Bull Salzburg w Austrii, a w Brazylii zar\u00f3wno Red Bull Bragantino, jak i Red Bull Brasil \u2013 sie\u0107 klub\u00f3w pomy\u015blan\u0105 tak, by m\u0142ode talenty mog\u0142y kr\u0105\u017cy\u0107 mi\u0119dzy ligami, a Lipsk pe\u0142ni\u0142 rol\u0119 ostatecznego przystanku na tej drodze. W 2025 roku grupa kupi\u0142a te\u017c mniejszo\u015bciowy pakiet udzia\u0142\u00f3w w Leeds United \u2013 pierwsze bezpo\u015brednie wej\u015bcie na angielski rynek pi\u0142karski.<\/p>\n

W motorsporcie logika jest identyczna: Red Bull nie sponsoruje zespo\u0142u Formu\u0142y 1, tylko posiada dwa. Oracle Red Bull Racing i bli\u017aniaczy zesp\u00f3\u0142 Racing Bulls startuj\u0105 pod pe\u0142n\u0105 kontrol\u0105 grupy, co eliminuje typowe dla klasycznego sponsoringu po\u015brednictwo \u2013 o bud\u017cecie, strategii komercyjnej, a nawet kalendarzu aktywacji decyduje ta sama firma, kt\u00f3ra produkuje nap\u00f3j.<\/p>\n

Akademia: stawia\u0107 na kierowc\u0119, zanim stanie si\u0119 s\u0142awny<\/h2>\n

Obok bezpo\u015bredniego posiadania zespo\u0142\u00f3w Red Bull zbudowa\u0142 program scoutingu i finansowania m\u0142odych kierowc\u00f3w \u2013 Red Bull Junior Team, dzia\u0142aj\u0105cy od ponad dwudziestu lat. Zwrot z tej inwestycji liczy si\u0119 w dekadach, nie w sezonach: z programu wyszli Sebastian Vettel (cztery tytu\u0142y mistrzowskie z Red Bull Racing w latach 2010\u20132013, zanim zako\u0144czy\u0142 karier\u0119 w Formule 1 pod koniec 2022 roku), Daniel Ricciardo, Max Verstappen \u2013 czterokrotny mistrz \u015bwiata w latach 2021\u20132024 \u2013 oraz, ca\u0142kiem niedawno, Isack Hadjar, awansowany do jazdy u boku Verstappena na sezon 2026.<\/p>\n

To ta sama zasada co przy skoku Baumgartnera, tylko zastosowana wobec ludzi zamiast pojedynczego wydarzenia: postawi\u0107 na potencja\u0142, zanim rynek go dostrze\u017ce i zanim jego cena wzro\u015bnie.<\/p>\n

Przyw\u00f3dztwo, kt\u00f3re si\u0119 kurczy, ale nie znika<\/h2>\n

Je\u015bli spojrze\u0107 na produkt, kt\u00f3ry to wszystko finansuje, obraz zmieni\u0142 si\u0119 jednak w por\u00f3wnaniu z dekad\u0105 wcze\u015bniej. Na pocz\u0105tku lat dwutysi\u0119cznych dziesi\u0105tych Red Bull dominowa\u0142 rynek energetyk\u00f3w z udzia\u0142em szacowanym na oko\u0142o 70%. Dzi\u015b sytuacja wygl\u0105da inaczej: Red Bull pozostaje globalnym liderem marki, ale jego udzia\u0142 spad\u0142 do oko\u0142o 43%, podczas gdy Monster Energy ur\u00f3s\u0142 do oko\u0142o 39% \u2013 razem te dwie marki kontroluj\u0105 ponad 80% \u015bwiatowego rynku. Red Bull wci\u0105\u017c sprzedaje ponad 12 miliard\u00f3w puszek rocznie niemal na ca\u0142ym \u015bwiecie, ale konkurencja przesta\u0142a by\u0107 teoretyczna.<\/p>\n

To nie jest szczeg\u00f3\u0142, kt\u00f3ry warto ukrywa\u0107 w case study o sponsoringu \u2013 to prawdopodobnie w\u0142a\u015bnie pow\u00f3d, dla kt\u00f3rego Red Bull nadal inwestuje w sport tak agresywnie. Marka, kt\u00f3ra jest w\u0142a\u015bcicielem zespo\u0142\u00f3w, za kt\u00f3rymi kibicuj\u0105 fani, sportowc\u00f3w, kt\u00f3rych na\u015bladuj\u0105 nastolatki, i wydarze\u0144 generuj\u0105cych wiadomo\u015bci na ca\u0142ym \u015bwiecie, nie musi konkurowa\u0107 wy\u0142\u0105cznie na p\u00f3\u0142ce w sklepie.<\/p>\n

Liczby stoj\u0105ce za strategi\u0105<\/h2>\n

W 2024 roku Red Bull wygenerowa\u0142 oko\u0142o 11,2 miliarda euro przychod\u00f3w, sprzedaj\u0105c wspomniane ju\u017c 12,7 miliarda puszek. Ogromna cz\u0119\u015b\u0107 tych przychod\u00f3w \u2013 szacowany bud\u017cet marketingowy na poziomie oko\u0142o 3 miliard\u00f3w dolar\u00f3w \u2013 trafia w sponsoring sportowy, rozdzielony na ponad 600 sportowc\u00f3w na ca\u0142ym \u015bwiecie i dyscypliny od Formu\u0142y 1 po sporty ekstremalne, takie jak skoki z klif\u00f3w czy Flugtag, wydarzenie, podczas kt\u00f3rego amatorscy uczestnicy zrzucaj\u0105 domowej roboty \u201elataj\u0105ce” konstrukcje z platformy nad wod\u0105.<\/p>\n

To kwoty, kt\u00f3rych \u017caden pojedynczy tradycyjny sponsor \u2013 ten kupuj\u0105cy jedynie powierzchni\u0119 reklamow\u0105 \u2013 nie by\u0142by w stanie uzasadni\u0107. Ale Red Bull nie kupuje powierzchni: buduje ekosystem sportowy, kt\u00f3ry posiada na w\u0142asno\u015b\u0107, z kt\u00f3rego czerpie tre\u015bci i za pomoc\u0105 kt\u00f3rego sprzedaje puszki napoju d\u0142ugo po zako\u0144czeniu wydarzenia. Dla marek, kt\u00f3re dzi\u015b rozwa\u017caj\u0105 sponsoring w Formule 1, nasz przewodnik po sponsoringu w Formule 1<\/a> pokazuje, jakie inne modele, mniej kapita\u0142och\u0142onne ni\u017c ten stosowany przez Red Bulla, s\u0105 realnie dost\u0119pne dla marki.<\/p>\n

\r\n\r\n

Najcz\u0119stsze pytania o strategii sponsoringowej Red Bulla<\/b><\/h2>\r\n \r\n
\n
\r\n\r\n

\r\n Dlaczego sponsoring Red Bulla jest tak cz\u0119sto przywo\u0142ywany jako podr\u0119cznikowy przyk\u0142ad?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Poniewa\u017c Red Bull bezpo\u015brednio posiada wiele aktyw\u00f3w sportowych, zamiast kupowa\u0107 jedynie widoczno\u015b\u0107 \u2013 bierze na siebie realne ryzyko, zamiast p\u0142aci\u0107 za sam\u0105 ekspozycj\u0119 marki.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Jakie kluby pi\u0142karskie posiada Red Bull?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

RB Leipzig, New York Red Bulls, FC Red Bull Salzburg, Red Bull Bragantino, Red Bull Brasil oraz mniejszo\u015bciowy pakiet udzia\u0142\u00f3w w Leeds United (od 2025 roku).<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Jaki udzia\u0142 w rynku napoj\u00f3w energetycznych ma dzi\u015b Red Bull?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Oko\u0142o 43% globalnie, spadek z poziomu 70% sprzed dekady; Monster Energy ma dzi\u015b oko\u0142o 39%. Red Bull sprzedaje mimo to ponad 12 miliard\u00f3w puszek rocznie.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Ile Red Bull inwestuje rocznie w sponsoring sportowy?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Szacowany bud\u017cet marketingowy wynosi oko\u0142o 3 miliard\u00f3w dolar\u00f3w rocznie, wspieraj\u0105c ponad 600 sportowc\u00f3w na ca\u0142ym \u015bwiecie.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Kt\u00f3rzy kierowcy wyszli z Red Bull Junior Team?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Sebastian Vettel (4 tytu\u0142y mistrzowskie, 2010\u20132013), Daniel Ricciardo, Max Verstappen (4 tytu\u0142y mistrzowskie, 2021\u20132024) oraz Isack Hadjar, awansowany do zespo\u0142u g\u0142\u00f3wnego na sezon 2026.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n
\n<\/p>\n","protected":false},"excerpt":{"rendered":"

Odwaga jako strategia, nie jako slogan \u201eRed Bull doda ci skrzyde\u0142”. Najs\u0142ynniejsze has\u0142o reklamowe austriackiej marki nigdy nie by\u0142o tylko sloganem \u2013 to niemal dos\u0142owne podsumowanie tego, jak Red Bull decyduje, gdzie ulokowa\u0107 swoje pieni\u0105dze. 14 pa\u017adziernika 2012 roku Felix Baumgartner skoczy\u0142 z wysoko\u015bci 38 969 metr\u00f3w, jako pierwszy cz\u0142owiek przekraczaj\u0105c pr\u0119dko\u015b\u0107 d\u017awi\u0119ku bez silnika […]<\/p>\n","protected":false},"author":50,"featured_media":156432,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20220],"tags":[],"class_list":["post-348740","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportowy-pl"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSponsoring Red Bulla: strategia odwagi, nie slogan<\/title>\n<meta name=\"description\" content=\"Jak Red Bull buduje przewag\u0119 sponsoringow\u0105: 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