{"id":351384,"date":"2018-05-07T15:49:25","date_gmt":"2018-05-07T13:49:25","guid":{"rendered":"https:\/\/rtrsports.com\/sponsoring-sportowy-wplyw-na-konsumentow\/"},"modified":"2026-09-09T16:58:59","modified_gmt":"2026-09-09T14:58:59","slug":"sponsoring-sportowy-wplyw-na-konsumentow","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pl\/blog\/sponsoring-sportowy-wplyw-na-konsumentow\/","title":{"rendered":"Sponsoring sportowy i wp\u0142yw na konsument\u00f3w: droga do sprzeda\u017cy"},"content":{"rendered":"<p>Jest dok\u0142adny moment, w kt\u00f3rym sponsoring sportowy przestaje by\u0107 logo na karoserii i staje si\u0119 czym\u015b innym. Nie jest to chwila, gdy kierowca przekracza lini\u0119 mety. Nie jest to moment, gdy zdj\u0119cie trafia na pierwsze strony gazet. To jest wtedy, gdy kibic, tygodnie lub miesi\u0105ce po wydarzeniu, wchodzi do sklepu i wybiera produkt \u2014 nie wiedz\u0105c dok\u0142adnie dlaczego akurat ten.<\/p>\n<p>Ten mechanizm nie jest ani magi\u0105, ani \u015blep\u0105 lojalno\u015bci\u0105. To consumer journey sponsoringu sportowego: udokumentowany, mierzalny proces, systematycznie niedoceniany przez tych, kt\u00f3rzy nadal traktuj\u0105 sponsoring jako inwestycj\u0119 wizerunkow\u0105 ko\u0144cz\u0105c\u0105 si\u0119 wraz z wydarzeniem.<\/p>\n<h2>Od wi\u0119zi emocjonalnej do zakupu<\/h2>\n<p>Struktura podr\u00f3\u017cy: wielokrotna ekspozycja, skojarzenie emocjonalne, pozytywna postawa wobec marki, zamiar zakupu. Ka\u017cdy krok jest uwarunkowany poprzednim, a kontekst sportowy wzmacnia ka\u017cde przej\u015bcie w spos\u00f3b, kt\u00f3rego niewiele innych kana\u0142\u00f3w komunikacji mo\u017ce replikowa\u0107.<\/p>\n<p>Lings i Owen, publikuj\u0105c w <em>Journal of Marketing Management<\/em> w 2007 roku, zidentyfikowali kluczowy mechanizm: to zaanga\u017cowanie afektywne wobec sponsorowanej dru\u017cyny po\u015bredniczy w przej\u015bciu od ekspozycji do zamiaru zakupu. Samo zobaczenie logo nie wystarczy. Potrzebna jest wi\u0119\u017a emocjonalna ze sportow\u0105 w\u0142asno\u015bci\u0105 \u2014 a sport generuje j\u0105 systematycznie.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large\" title=\"sponsoring sportowy wp\u0142yw na konsument\u00f3w\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/path-to-the-money.png\" alt=\"Diagram consumer journey w sponsoringu sportowym\" width=\"600\" height=\"292\" \/><\/p>\n<pre>\u0179r\u00f3d\u0142o: Lings, Ian i Owen, Kate (2007). Brand purchasing of the sponsor: the role of affective commitment towards the sponsored team. Journal of Marketing Management, 23 (5\/6), s. 483-496.<\/pre>\n<h2>Dane: \u015awiadomo\u015b\u0107, Brand Recall i Zamiar Zakupu<\/h2>\n<p>Badanie z 2017 roku na temat MotoGP (<a href=\"https:\/\/ejournal.unsrat.ac.id\/index.php\/jbie\/article\/view\/9849\">dost\u0119pne tutaj<\/a>) potwierdzi\u0142o ten sam kierunek: pozytywna postawa wobec sponsora wywiera bezpo\u015bredni i mierzalny wp\u0142yw na zamiar zakupu. Metaanaliza z 2023 roku w <em>International Journal of Sports Marketing and Sponsorship<\/em> rozszerzy\u0142a ten wniosek: sponsoring sportowy wywiera wi\u0119kszy wp\u0142yw na zamiar zakupu ni\u017c tradycyjna reklama, szczeg\u00f3lnie przy wysokim zaanga\u017cowaniu emocjonalnym.<\/p>\n<h2>\u015awiadomo\u015b\u0107, Rozwa\u017canie, Konwersja: Trzy Fazy Sponsoringu Sportowego<\/h2>\n<p>Faza <strong>\u015bwiadomo\u015bci<\/strong> ma miejsce podczas wydarzenia. Logo jest obecne, powtarzaj\u0105ce si\u0119, w kontek\u015bcie wysokiej energii. M\u00f3zg w emocjonalnie aktywowanym stanie obni\u017ca bariery kognitywne. To nie perswazja bezpo\u015brednia \u2014 to skojarzenie.<\/p>\n<p>Faza <strong>rozwa\u017cania<\/strong> jest najmniej widoczna, ale najciekawsza. Sponsorowana marka pozostaje aktywna w umy\u015ble kibica przez media, platformy spo\u0142eczno\u015bciowe i rozmowy. Nazywamy to &#8222;efektem \u015bmig\u0142a&#8221;: warto\u015b\u0107, kt\u00f3ra propaguje si\u0119 poza bezpo\u015bredni czas trwania ekspozycji.<\/p>\n<p>Faza <strong>konwersji<\/strong>: kibice z wysokim zaanga\u017cowaniem emocjonalnym wykazuj\u0105 znacznie wy\u017cszy zamiar zakupu wobec marek sponsoruj\u0105cych ich dru\u017cyn\u0119. Nie \u015blepa lojalno\u015b\u0107 \u2014 mechanizm preferencji, kt\u00f3ry przy r\u00f3wnych warunkach przechyla szal\u0119.<\/p>\n<h2>Co Zmienia Si\u0119 w Strategii Marki, kt\u00f3ra Rozumie T\u0119 Podr\u00f3\u017c<\/h2>\n<p><a href=\"https:\/\/rtrsports.com\/pl\/sponsoring-sportowy\/\"><strong>Sponsoring sportowy<\/strong><\/a> to nie inwestycja w widoczno\u015b\u0107. To inwestycja w consumer journey. Dobrze skonstruowany plan pracuje jednocze\u015bnie na wszystkich trzech fazach. Firmy redukuj\u0105ce sponsoring do &#8222;wstawienia logo&#8221; przechwytuj\u0105 tylko pierwsz\u0105 faz\u0119 i cz\u0119sto jej nie mierz\u0105. Sport jest jednym z niewielu kontekst\u00f3w, w kt\u00f3rych konsument dobrowolnie obni\u017ca swoje bariery. Dobrze pozycjonowana marka nie przerywa: uczestniczy.<\/p>\n\n<h2>Cz\u0119sto Zadawane Pytania o Sponsoring Sportowy i Wp\u0142yw na Konsument\u00f3w<\/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>Jak sponsoring sportowy wp\u0142ywa na decyzje zakupowe konsument\u00f3w?<\/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>Sponsoring generuje skojarzenie emocjonalne mi\u0119dzy mark\u0105 a w\u0142asno\u015bci\u0105 sportow\u0105. Przek\u0142ada si\u0119 to na pozytywn\u0105 postaw\u0119 i wi\u0119kszy zamiar zakupu, szczeg\u00f3lnie w\u015br\u00f3d segment\u00f3w o wysokim zaanga\u017cowaniu emocjonalnym. Lings i Owen (2007) i metaanaliza 2023 to potwierdzaj\u0105.<\/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>Czym jest consumer journey aktywowany przez sponsoring sportowy?<\/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>Trzy fazy: \u015bwiadomo\u015b\u0107 (marka postrzegana w emocjonalnym kontek\u015bcie wydarzenia), rozwa\u017canie (marka istotna przez media i rozmowy) i konwersja (kibic preferuje marki kojarzone z ulubion\u0105 dru\u017cyn\u0105).<\/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 jest skuteczniejszy ni\u017c reklama tradycyjna?<\/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, szczeg\u00f3lnie w sportach o wysokim zaanga\u017cowaniu. Metaanaliza 2023 z International Journal of Sports Marketing and Sponsorship potwierdza wi\u0119kszy wp\u0142yw na zamiar zakupu ni\u017c reklama tradycyjna.<\/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 mierzy\u0107 wp\u0142yw sponsoringu sportowego na sprzeda\u017c?<\/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>Kluczowe wska\u017aniki: brand recall, brand attitude, purchase intent i wzrost sprzeda\u017cy w szczytowych okresach ekspozycji medialnej.<\/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>Kt\u00f3ry sport jest najskuteczniejszy dla \u015bwiadomo\u015bci marki?<\/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 motorsporcie \u2014 Formu\u0142a 1, MotoGP, WEC \u2014 globalna publiczno\u015b\u0107 i wysokie zaanga\u017cowanie emocjonalne sprawiaj\u0105, \u017ce sponsoring jest szczeg\u00f3lnie skuteczny dla marek mi\u0119dzynarodowych.<\/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>Jest dok\u0142adny moment, w kt\u00f3rym sponsoring sportowy przestaje by\u0107 logo na karoserii i staje si\u0119 czym\u015b innym. Nie jest to chwila, gdy kierowca przekracza lini\u0119 mety. Nie jest to moment, gdy zdj\u0119cie trafia na pierwsze strony gazet. To jest wtedy, gdy kibic, tygodnie lub miesi\u0105ce po wydarzeniu, wchodzi do sklepu i wybiera produkt \u2014 nie [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":157586,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20212,20211,20026],"tags":[],"class_list":["post-351384","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportowy","category-sponsoring-sportowy-pl","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>Sponsoring Sportowy i Wplyw na Konsumentow: Droga do Zakupu | RTR Sports<\/title>\n<meta name=\"description\" content=\"Jak sponsoring sportowy wplywa na sciezke zakupowa konsumenta: od swiadomosci marki do intencji zakupu. 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Dane z meta-analizy 2023.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/rtrsports.com\/pl\/blog\/sponsoring-sportowy-wplyw-na-konsumentow\/\" \/>\n<meta property=\"og:site_name\" content=\"RTR Sports\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/RTRSportsMarketing\/\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/rtrsportsmarketing\" \/>\n<meta property=\"og:image\" content=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/path-to-the-money.png\" \/>\n\t<meta property=\"og:image:width\" content=\"893\" \/>\n\t<meta property=\"og:image:height\" content=\"434\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Emanuele Venturoli\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@twitter.com\/RTR_motoGP\" \/>\n<meta name=\"twitter:site\" content=\"@rtrsports\" \/>\n<meta name=\"twitter:label1\" content=\"Napisane przez\" \/>\n\t<meta name=\"twitter:data1\" content=\"Emanuele Venturoli\" \/>\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\\\/sponsoring-sportowy-wplyw-na-konsumentow\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pl\\\/blog\\\/sponsoring-sportowy-wplyw-na-konsumentow\\\/\"},\"author\":{\"name\":\"Emanuele Venturoli\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pl\\\/#\\\/schema\\\/person\\\/6db38b859a8be0e39a3fb94a2a7b0a24\"},\"headline\":\"Sponsoring sportowy i wp\u0142yw na konsument\u00f3w: droga do sprzeda\u017cy\",\"datePublished\":\"2018-05-07T13:49:25+00:00\",\"dateModified\":\"2026-09-09T14:58:59+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pl\\\/blog\\\/sponsoring-sportowy-wplyw-na-konsumentow\\\/\"},\"wordCount\":691,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pl\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pl\\\/blog\\\/sponsoring-sportowy-wplyw-na-konsumentow\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/path-to-the-money.png\",\"articleSection\":[\"Marketing sportowy\",\"Sponsoring sportowy\",\"Sponsorizzazioni Sportive\"],\"inLanguage\":\"pl-PL\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/rtrsports.com\\\/pl\\\/blog\\\/sponsoring-sportowy-wplyw-na-konsumentow\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pl\\\/blog\\\/sponsoring-sportowy-wplyw-na-konsumentow\\\/\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/pl\\\/blog\\\/sponsoring-sportowy-wplyw-na-konsumentow\\\/\",\"name\":\"Sponsoring Sportowy i Wplyw na Konsumentow: Droga do Zakupu | RTR Sports\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pl\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pl\\\/blog\\\/sponsoring-sportowy-wplyw-na-konsumentow\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pl\\\/blog\\\/sponsoring-sportowy-wplyw-na-konsumentow\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/path-to-the-money.png\",\"datePublished\":\"2018-05-07T13:49:25+00:00\",\"dateModified\":\"2026-09-09T14:58:59+00:00\",\"description\":\"Jak sponsoring sportowy wplywa na sciezke zakupowa konsumenta: od swiadomosci marki do intencji zakupu. 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