{"id":350996,"date":"2018-06-04T15:53:11","date_gmt":"2018-06-04T13:53:11","guid":{"rendered":"https:\/\/rtrsports.com\/kobiety-i-sponsoring-sportowy\/"},"modified":"2026-09-09T16:50:07","modified_gmt":"2026-09-09T14:50:07","slug":"kobiety-i-sponsoring-sportowy","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pl\/blog\/kobiety-i-sponsoring-sportowy\/","title":{"rendered":"Kobiety i sponsoring sportowy"},"content":{"rendered":"<p>Specjali\u015bci od marketingu sportowego nadal regularnie s\u0142ysz\u0105 podczas pierwszych rozm\u00f3w z potencjalnymi klientami: <em>Sport nas nie interesuje \u2014 nasze klientki to kobiety.<\/em> To prze\u015bwiadczenie utrzymuje si\u0119 od lat, pod\u017eywiane przez trwa\u0142e stereotypy. Dane z lat 2024 i 2025 opowiadaj\u0105 jednak zupe\u0142nie inn\u0105 histori\u0119 \u2014 ci, kt\u00f3rzy nadal je ignoruj\u0105, zostawiaj\u0105 na stole konkretn\u0105 szans\u0119.<\/p>\n<h2>Liczby, ktore redefiniuja widownie<\/h2>\n<p>W grudniu 2024 roku Nielsen opublikowa\u0142 wyniki badania przeprowadzonego na 46 000 osobach w 37 mi\u0119dzynarodowych rynkach: 41% fan\u00f3w Formu\u0142y 1 to kobiety. To nie jest wschodni trend \u2014 to ju\u017c utrwalony fakt. Formu\u0142a 1 przekroczy\u0142a 750 milion\u00f3w fan\u00f3w na \u015bwiecie, a segment kobiecy jest jednym z g\u0142\u00f3wnych motor\u00f3w tego wzrostu.<\/p>\n<p>Dane z badania F1 Global Fan Survey 2025, przeprowadzonego wsp\u00f3lnie z Motorsport Network, id\u0105 jeszcze dalej: kobiety stanowi\u0105 dzi\u015b 42% widowni F1 \u2014 3 na 4 fan\u00f3w w\u015br\u00f3d tych, kt\u00f3rzy po raz pierwszy odk\u0159ywaj\u0105 seri\u0119, to kobiety. <a href=\"https:\/\/rtrsports.com\/pl\/blog\/motogp-audience-fans\/\">Profil widowni MotoGP<\/a> ujawnia kobiec\u0105 penetracj\u0119, kt\u00f3r\u0105 wielu sponsor\u00f3w systematycznie bagatelizuje.<\/p>\n<h2>Kobiecy motorsport: z trybun do zasob\u00f3w sponsoringowych<\/h2>\n<p><strong>F1 Academy<\/strong>, seria jednomiejscowa wy\u0142\u0105cznie dla kobiet-kierowc\u00f3w, sta\u0142a si\u0119 drug\u0105 najcz\u0119\u015bciej \u015bledszon\u0105 seri\u0105 w\u015br\u00f3d kobiecych fan\u00f3w F1: 42% deklaruje, \u017ce j\u0105 \u015bledzi. W maju 2025 r. Netflix wypu\u015bci\u0142 <em>F1: The Academy<\/em>, generuj\u0105c szacunkowo 89 milion\u00f3w kontakt\u00f3w tylko w pierwszym tygodniu emisji.<\/p>\n<p>2024 rok zapocz\u0105tkowa\u0142 <strong>WorldWCR \u2014 FIM Women&#8217;s Circuit Racing World Championship<\/strong> w kalendarzu WorldSBK. Inauguracyjna edycja: 25 zawodniczek z 18 narod\u00f3w i 6 kontynent\u00f3w; Ana Carrasco zdoby\u0142a pierwsze mistrzostwo. Edycja 2025 potwierdzi\u0142a formu\u0142\u0119 z 14 narodowo\u015bciami.<\/p>\n<h2>Obalanie przesadu o decydencie zakupowym<\/h2>\n<p>Kobiety \u015bledzce F1, WorldSBK lub MotoGP nie przestan\u0105 by\u0107 konsumentkami, decydentkami zakupowymi, specjalistkami z si\u0142\u0105 nabywcz\u0105. Dotarcie do kobiecej widowni przez sport nie jest paradoksem \u2014 to dok\u0142adnie ta sama logika, kt\u00f3ra obowi\u0105zuje dla ka\u017cdego innego medium.<\/p>\n<p>SponsorUnited: w 2024 roku umowy sponsoringowe w sporcie kobiet wzros\u0142y o 22% rok do roku. W latach 2022-2024 przychody ze sportu kobiet ros\u0142y 4,5 razy szybciej ni\u017c ze sportu m\u0119\u017cczyzn.<\/p>\n<h2>Wnioski dla marek<\/h2>\n<p>Pytanie nie brzmi ju\u017c, czy sport jest interesuj\u0105cy. Brzmi: kt\u00f3ry zasob, z jakim k\u0105tem aktywacji, dociera do grupy docelowej z najwy\u017csz\u0105 efektywno\u015bci\u0105. Kto projektuje <a href=\"https:\/\/rtrsports.com\/pl\/sponsorship-sports-2\/\">strategi\u0119 sponsoringu sportowego<\/a> w 2025 roku, nie mo\u017ce sobie pozwoli\u0107 na ignorowanie tych danych.<\/p>\n\n<h2>Czesto zadawane pytania na temat kobiet i sponsoringu sportowego<\/h2>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>Frequently Asked Questions<\/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>Ile kobiet sledzi Formule 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>Badanie Nielsena (37 rynkow, 46 000 osob, grudzien 2024): 41% fanow F1 to kobiety. Badanie F1 Global Fan Survey 2025: kobiety stanowia 42% widowni, 3 na 4 nowych fanow to kobiety.<\/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 istnieja mistrzostwa motorsportu tylko dla kobiet?<\/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. F1 Academy (ekosystem F1) i WorldWCR (WorldSBK, debiut 2024, 25 zawodniczek z 18 narodow, Ana Carrasco pierwsza mistrzyni). Oba to zasoby sponsoringowe z mierzalna widownia i miedzynarodowym zasiagiem mediow.<\/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 sponsoring sportowy ma sens, jesli moim glownym targetem sa kobiety?<\/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. Kobiety stanowia 41-42% fanow F1. SponsorUnited (2024): 50% fanek sportu kobiet deklaruje, ze sponsoring marki zwieksza ich sklonnosc do zakupu.<\/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 sponsoring w sporcie kobiet rosnie?<\/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. +22% umow w 2024 r. Przychody ze sportu kobiet 4,5x szybciej niz meskiego w 2022-2024 (SponsorUnited).<\/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 ocenic sponsoring sportowy w celu dotarcia do kobiecej widowni?<\/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>Punkt wyjscia to analiza widowni docelowego zasobu: plec, grupy wiekowe, rynki geograficzne. F1 i WorldSBK dostarczaja ustrukturyzowanych danych. Wyspecjalizowana agencja sponsoringu sportowego moze pomoc wskazac najbardziej odpowiedni zasob.<\/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>41% fanow F1 to kobiety, a 3 na 4 nowych fanow to kobiety: dane Nielsena z 2024 roku obalaja przekonanie, ze kobiety nie interesuja sie sportem. Co to oznacza dla strategii sponsoringu sportowego.<\/p>\n","protected":false},"author":14,"featured_media":157601,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20210,20026],"tags":[],"class_list":["post-350996","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sponsoring-sportowy","category-sponsorizzazioni-sportive"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Kobiety i sponsoring sportowy: dane z 2025 roku, ktore zmieniaja wszystko<\/title>\n<meta name=\"description\" content=\"41% fanow F1 to kobiety i 3 na 4 nowych fanow to kobiety: dane Nielsena z 2024 roku obalaja przekonanie, ze kobiety nie interesuja sie sportem.\" \/>\n<meta name=\"robots\" content=\"index, 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