{"id":351191,"date":"2018-04-23T16:12:19","date_gmt":"2018-04-23T14:12:19","guid":{"rendered":"https:\/\/rtrsports.com\/sponsor-pilka-nozna\/"},"modified":"2026-09-09T16:59:12","modified_gmt":"2026-09-09T14:59:12","slug":"sponsor-pilka-nozna","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pl\/blog\/sponsor-pilka-nozna\/","title":{"rendered":"Sponsoring druzyny czy reklama zewnetrzna: co naprawde sie oplaca?"},"content":{"rendered":"<p>Sponsoring druzyny czy reklama zewnetrzna? Wielu menedzerow ds. marketingu sadzi, ze odpowiedz na to pytanie jest oczywista. Jednak ponad 15 lat doswiadczenia w sponsoringu na najwyzszym poziomie MotoGP i Formuly 1 nauczylo nas, ze ta intuicja czesto bywa bledna.<\/p>\n<p>Wedlug raportu Global Sponsorship Insights z 2024 roku, sredni zwrot z inwestycji w sponsoring sportowy jest 2,7 razy wyzszy niz w przypadku reklamy medialnej. Ale same liczby nie wyjasniaja wszystkiego. Zrozumienie, dlaczego sponsoring przewyzsza reklame zewnetrzna, pozwala podejmowac trafniejsze decyzje budzetowe.<\/p>\n<h2>Reklama zewnetrzna: widoczna, ale czy skuteczna?<\/h2>\n<p>Reklama zewnetrzna (billboardy, reklama w komunikacji miejskiej itp.) ma wyrazne zalety: precyzje geograficzna, latwos kontroli i natychmiastowosc. Mozna dotrzec z konkretnym przekazem do okreslonej grupy w danym miejscu i czasie.<\/p>\n<p>Jednak dane Nielsena z 2024 roku ujawniaja interesujaca rzeczywistosc: sredni wskaznik zaangazowania reklamy zewnetrznej wynosi 0,3 do 0,8%. To odsetek osob, ktore pamietaly, ze widzialy reklame, nie odsetek tych, u ktorych doszlo do zmiany zachowania. W zatloczonvm srodowisku reklamowym duzych miast przekaz marki miesza sie z przekazami konkurencji w ciagu kilku sekund.<\/p>\n<p>Jest jeszcze glebszy problem: reklama zewnetrzna rzadko angazuje emocjonalnie. Ludzie nie wzruszaja sie reklamami, przynajmniej dopoki wiedza, ze to reklama.<\/p>\n<h2>Sponsoring i jego moc emocjonalna<\/h2>\n<p>Ktokolwiek ogladal wyscig MotoGP na trybunach, rozumie, o czym mowimy. Ryk silnikow, goraco, euforia tlumy, gdy w tym momencie dostrzegamy logo marki, przestaje ona byc tylko nazwa handlowa, staje sie czescia przezzycia.<\/p>\n<p>To wlasnie sila kontaktu emocjonalnego. Badanie Sport+Markt z 2024 roku wykazalo, ze sympatia do marek, z ktorymi zetknietosie poprzez sponsoring sportowy, jest o 38% wyzsza niz w przypadku zwyklej reklamy. Globalna widownia Formula 1 liczy 525 milionow widzow (dane FIA 2024). MotoGP ogladane jest w 63 krajach przez ponad 900 milionow widzow rocznie. Zasieg ten wykracza daleko poza to, co moze zapewnic reklama zewnetrzna.<\/p>\n<p>Wiecej o mozliwosciach sponsoringu w motorsporcie znajdziesz na <a href=\"https:\/\/rtrsports.com\/pl\/sponsoring-motogp\/\">stronie sponsoringu MotoGP<\/a> i <a href=\"https:\/\/rtrsports.com\/pl\/formula-1-sponsoring\/\">stronie sponsoringu F1<\/a>.<\/p>\n<h2>Porownanie ROI: roznica w liczbach<\/h2>\n<p>Porownanie przy budzecie 1 miliona euro (rynek europejski, srednia branzowa 2024):<\/p>\n<p>Reklama zewnetrzna: okolo 2000-4000 punktow GRP, niskie zaangazowanie emocjonalne, efekt resztkowy po zakonczeniu kampanii bliski zeru.<\/p>\n<p>Sponsoring zespolu MotoGP (ekspozycja logo i pokrycie medialne): szacowany bezposredni zasieg 30-80 milionow osob, trwalosc skojarzenia ze marka srednio 18-24 miesiace, wartosc networkingu B2B (dostep do Paddock).<\/p>\n<p>Medialny ekwiwalent sponsoringu (MEV) w wielu przypadkach wynosi 3-5 krotnosc wartosci inwestycji. Reklama zewnetrzna nie daje takiego efektu dzwigni.<\/p>\n<h2>Sponsoring ma takze swoje pulapki<\/h2>\n<p>Przecenianie sponsoringu jest rownie niebezpieczne. Jesli myslis, ze samo naklejenie logo zwiekszy sprzedaz, to jestes w bledzie. Sponsoring to kanal komunikacji, nie strategia sama w sobie.<\/p>\n<p>Marki, ktore zawodza w sponsoringu, maja jedna wspolna ceche: zaniedbuja aktywacje. Ekspozycja logo to tylko wejscie. To, jak rozwiniesz historie marki, decyduje o ROI. Hospitality VIP na torze wyscigow, integracja z tresciai cyfrowymi, networking B2B, kombinacja tych elementow pozwala sponsoringowi rozwinac pelny potencjal.<\/p>\n<h2>Jak wybrac wlasciwe rozwiazanie?<\/h2>\n<p>Reklama zewnetrzna nadaje sie gdy: chcesz wzmocnic lokalna swiadomosc marki, prowadzisz krotkoterminowe kampanie, potrzebujesz funkcjonalnego przekazu bez apelu emocjonalnego.<\/p>\n<p>Sponsoring nadaje sie gdy: budujesz globalna marke, zalezzy ci na networkingu B2B i budowaniu relacji, planujesz dlugoterminowe pozycjonowanie marki, chcesz tworzyc emocjonalne doswiadczenia z marka, wchodzisz na rynki premium.<\/p>\n<p>Dla wielu firm B2B sponsoring w motorsporcie jest jednym z najbardziej efektywnych sposobow dotarcia do najwyzszego kierownictwa firm z listy Fortune 500. Reklama zewnetrzna nie jest w stanie tego zapewnic.<\/p>\n<h2>Podejscie RTR Sports<\/h2>\n<p>Model hybrydowy jest w praktyce najbardziej efektywny: sponsoring jako rdzen, reklama zewnetrzna jako media wspierajace targetowanie regionalne. Kontekst wzmacnia emocje, a emocje utrwalaja pamiec o marce.<\/p>\n<p>Szczera odpowiedz na pytanie, co jest lepsze, brzmi: to zalezy od celu i budzetow. Jesli jednak serio chcesz budowac globalna marke, osiagniecie tego bez sponsoringu staje sie coraz trudniejsze.<\/p>\n\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>Jaka jest roznica w ROI miedzy sponsoringiem a reklama zewnetrzna?<\/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                            <\/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 male firmy moga sobie pozwolic na sponsoring w motorsporcie?<\/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                            <\/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 mierzyc efekty sponsoringu 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                            <\/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 sa sytuacje, w ktorych reklama zewnetrzna jest lepsza niz 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                            <\/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>MotoGP czy F1, ktory sponsoring daje lepszy ROI?<\/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                            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n\r\n    <\/div>\r\n    \n","protected":false},"excerpt":{"rendered":"<p>Sponsoring druzyny czy reklama zewnetrzna? Wielu menedzerow ds. marketingu sadzi, ze odpowiedz na to pytanie jest oczywista. Jednak ponad 15 lat doswiadczenia w sponsoringu na najwyzszym poziomie MotoGP i Formuly 1 nauczylo nas, ze ta intuicja czesto bywa bledna. Wedlug raportu Global Sponsorship Insights z 2024 roku, sredni zwrot z inwestycji w sponsoring sportowy jest [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":157579,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20210,20211],"tags":[],"class_list":["post-351191","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sponsoring-sportowy","category-sponsoring-sportowy-pl"],"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>Sponsoring Druzyny czy Reklama Zewnetrzna: Co Rzeczywiscie Przynosi ROI? | RTR Sports<\/title>\n<meta name=\"description\" content=\"Sponsoring sportowy czy billboard? Dane z 2024 roku pokazuja, ze ROI sponsoringu sportowego jest 2,7 razy wyzszy niz reklamy medialnej. Szczegolowa analiza RTR Sports.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rtrsports.com\/pl\/blog\/sponsor-pilka-nozna\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sponsoring druzyny czy reklama zewnetrzna: co naprawde sie oplaca?\" \/>\n<meta property=\"og:description\" content=\"Sponsoring sportowy czy billboard? Dane z 2024 roku pokazuja, ze ROI sponsoringu sportowego jest 2,7 razy wyzszy niz reklamy medialnej. Szczegolowa analiza RTR Sports.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/rtrsports.com\/pl\/blog\/sponsor-pilka-nozna\/\" \/>\n<meta property=\"og:site_name\" content=\"RTR Sports\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/RTRSportsMarketing\/\" \/>\n<meta property=\"og:image\" content=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/audience-1866738_640.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"640\" \/>\n\t<meta property=\"og:image:height\" content=\"294\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Riccardo Taf\u00e0\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@rtrsports\" \/>\n<meta name=\"twitter:site\" content=\"@rtrsports\" \/>\n<meta name=\"twitter:label1\" content=\"Napisane przez\" \/>\n\t<meta name=\"twitter:data1\" content=\"Riccardo Taf\u00e0\" \/>\n\t<meta name=\"twitter:label2\" content=\"Szacowany czas czytania\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minuty\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pl\\\/blog\\\/sponsor-pilka-nozna\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pl\\\/blog\\\/sponsor-pilka-nozna\\\/\"},\"author\":{\"name\":\"Riccardo Taf\u00e0\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pl\\\/#\\\/schema\\\/person\\\/7ca2648b3d857cbfff8c499aaed0420e\"},\"headline\":\"Sponsoring druzyny czy reklama zewnetrzna: co naprawde sie oplaca?\",\"datePublished\":\"2018-04-23T14:12:19+00:00\",\"dateModified\":\"2026-09-09T14:59:12+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pl\\\/blog\\\/sponsor-pilka-nozna\\\/\"},\"wordCount\":832,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pl\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pl\\\/blog\\\/sponsor-pilka-nozna\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/audience-1866738_640.jpg\",\"articleSection\":[\"Sponsoring sportowy\",\"Sponsoring sportowy\"],\"inLanguage\":\"pl-PL\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/rtrsports.com\\\/pl\\\/blog\\\/sponsor-pilka-nozna\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pl\\\/blog\\\/sponsor-pilka-nozna\\\/\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/pl\\\/blog\\\/sponsor-pilka-nozna\\\/\",\"name\":\"Sponsoring Druzyny czy Reklama Zewnetrzna: Co Rzeczywiscie Przynosi ROI? | RTR Sports\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pl\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pl\\\/blog\\\/sponsor-pilka-nozna\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pl\\\/blog\\\/sponsor-pilka-nozna\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/audience-1866738_640.jpg\",\"datePublished\":\"2018-04-23T14:12:19+00:00\",\"dateModified\":\"2026-09-09T14:59:12+00:00\",\"description\":\"Sponsoring sportowy czy billboard? 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