{"id":352342,"date":"2018-06-20T10:53:19","date_gmt":"2018-06-20T08:53:19","guid":{"rendered":"https:\/\/rtrsports.com\/jak-wybrac-sport-do-sponsorowania-kryteria-i-metoda\/"},"modified":"2026-09-09T18:36:21","modified_gmt":"2026-09-09T16:36:21","slug":"jak-wybrac-sport-do-sponsorowania-kryteria-i-metoda","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pl\/blog\/jak-wybrac-sport-do-sponsorowania-kryteria-i-metoda\/","title":{"rendered":"Jak wybra\u0107 sport do sponsorowania: kryteria i metoda"},"content":{"rendered":"

Intuicja czy dane? To z\u0142e pytanie. W\u0142a\u015bciwe pytanie jest inne \u2014 i poprzedza jak\u0105kolwiek analiz\u0119 danych: Czy sport, kt\u00f3ry rozwa\u017casz, potrafi przyci\u0105ga\u0107 widz\u00f3w tydzie\u0144 po tygodniu?<\/p>\n

Sport to rozrywka. Kojarzenie marki z platform\u0105, kt\u00f3ra nie wzbudza emocji, nie generuje rozm\u00f3w i nie sprawia, \u017ce widzowie wracaj\u0105 z w\u0142asnej woli, to b\u0142\u0105d, kt\u00f3rego \u017caden bud\u017cet aktywacyjny nie naprawi. Liczba widz\u00f3w jest znacznie mniej wa\u017cna ni\u017c jako\u015b\u0107 zaanga\u017cowania, kt\u00f3re ci widzowie wykazuj\u0105.<\/p>\n

Po ustaleniu tej podstawy wyb\u00f3r staje si\u0119 analiz\u0105 strukturaln\u0105. Poni\u017cej przedstawiamy kryteria, kt\u00f3rych RTR Sports u\u017cywa, by prowadzi\u0107 marki przez proces selekcji.<\/p>\n

Kryteria wyboru: czego szuka\u0107 w sporcie<\/h2>\n

Nie istnieje sport absolutnie „w\u0142a\u015bciwy”. Istnieje sport w\u0142a\u015bciwy dla twoich cel\u00f3w, twojej grupy docelowej, twojego bud\u017cetu. Mimo to platforma sponsoringu wysokiej jako\u015bci powinna spe\u0142nia\u0107 wi\u0119kszo\u015b\u0107 poni\u017cszych warunk\u00f3w:<\/p>\n

    \n
  1. Dopasowanie grupy docelowej \u2014 nie tylko jej wielko\u015b\u0107.<\/strong> Czy widownia danego sportu odpowiada twojej grupie docelowej pod wzgl\u0119dem demografii, zachowa\u0144 zakupowych i rynku geograficznego? Marka B2B wchodz\u0105ca do F1 \u2014 ponad 1,8 miliarda fan\u00f3w na \u015bwiecie, widownia o wysokich dochodach i wykszta\u0142ceniu \u2014 operuje zupe\u0142nie inn\u0105 logik\u0105 ni\u017c marka konsumencka sponsoruj\u0105ca regionalne wydarzenie. Dopasowanie demograficzne jest wa\u017cniejsze ni\u017c liczby bezwzgl\u0119dne.<\/li>\n
  2. Realna obecno\u015b\u0107 medialna.<\/strong> Ile wy\u015bcig\u00f3w jest transmitowanych w otwartej telewizji na twoich kluczowych rynkach? Telewizja p\u0142atna zapewnia widoczno\u015b\u0107, ale naziemna TV jest wci\u0105\u017c g\u0142\u00f3wnym mno\u017cnikiem we W\u0142oszech, Hiszpanii, Niemczech i Francji. Dyscyplina z szerok\u0105 dystrybucj\u0105 \u2014 nawet niszowa \u2014 mo\u017ce by\u0107 warta wi\u0119cej ni\u017c sport masowy dost\u0119pny tylko dla subskrybent\u00f3w.<\/li>\n
  3. Zasi\u0119g mi\u0119dzynarodowy sp\u00f3jny z twoimi rynkami.<\/strong> MotoGP dociera do 632 milion\u00f3w fan\u00f3w z bardzo siln\u0105 penetracj\u0105 w Azji, Azji Po\u0142udniowo-Wschodniej i po\u0142udniowej Europie. F1, dzi\u0119ki ekspansji w obu Amerykach i na Bliskim Wschodzie, ma inny profil geograficzny. Je\u015bli rozwijasz si\u0119 na konkretnym rynku, sport musi by\u0107 ju\u017c tam zakorzeniony.<\/li>\n
  4. Aktywny ekosystem cyfrowy.<\/strong> Sama widownia telewizyjna ju\u017c nie wystarczy. Oce\u0144 wska\u017anik zaanga\u017cowania w mediach spo\u0142eczno\u015bciowych, jako\u015b\u0107 tre\u015bci produkowanych przez property oraz spo\u0142eczno\u015b\u0107 tw\u00f3rc\u00f3w i pasjonat\u00f3w skupion\u0105 wok\u00f3\u0142 danej dyscypliny. Motorsport ma szczeg\u00f3lnie lojaln\u0105 spo\u0142eczno\u015b\u0107 o wysokiej sk\u0142onno\u015bci do udost\u0119pniania tre\u015bci.<\/li>\n
  5. Czas trwania wydarze\u0144.<\/strong> Uwaga jest zasobem ograniczonym. Kr\u00f3tkie, intensywne wy\u015bcigi (30\u201390 minut faktycznej rywalizacji) zazwyczaj generuj\u0105 wy\u017csze \u015brednie zaanga\u017cowanie ni\u017c wielogodzinne maratony. To nie jest regu\u0142a bezwzgl\u0119dna \u2014 WEC i 24 godziny Le Mans maj\u0105 w\u0142asne mechanizmy \u2014 ale warto j\u0105 uwzgl\u0119dni\u0107.<\/li>\n
  6. Zgodno\u015b\u0107 warto\u015bci.<\/strong> Czy marka identyfikuje si\u0119 z performancem, innowacj\u0105, internacjonalizmem czy tradycj\u0105? Ka\u017cdy sport niesie w\u0142asny kod symboliczny. Wyb\u00f3r dyscypliny, kt\u00f3rej DNA wzmacnia warto\u015bci marki, przyspiesza transfer atrybut\u00f3w. U\u017cywanie sportu do repozycjonowania marki to strategia o wy\u017cszym ryzyku, ale mo\u017cliwa \u2014 pod warunkiem \u015bwiadomo\u015bci luki do zasypania.<\/li>\n
  7. Zr\u00f3wnowa\u017cony rozw\u00f3j i reputacja property.<\/strong> Doping, skandale zwi\u0105zane z zarz\u0105dzaniem, wp\u0142yw na \u015brodowisko: sprawd\u017a, czy dyscyplina nie niesie ze sob\u0105 ryzyka reputacyjnego, kt\u00f3re mog\u0142oby odbi\u0107 si\u0119 na marce. Federacje sportowe s\u0105 coraz mocniej pod publiczn\u0105 kontrol\u0105, a powi\u0105zanie z mark\u0105 dzia\u0142a w obie strony.<\/li>\n<\/ol>\n

    Bud\u017cet: nie tylko ile wydajesz, ale jak to rozdzielasz<\/h2>\n

    Cz\u0119sto spotykamy si\u0119 z tym b\u0142\u0119dem: firma kupuje prawa do widoczno\u015bci przy wydarzeniu, a nast\u0119pnie nie ma zasob\u00f3w na aktywacj\u0119 sponsoringu przez ca\u0142y rok. Obecno\u015b\u0107 na torze lub koszulce to wierzcho\u0142ek g\u00f3ry lodowej. Prawdziwa warto\u015b\u0107 partnerstwa sportowego tworzy si\u0119 w aktywacjach: hospitality, tre\u015bci cyfrowe, inicjatywy B2B, zaanga\u017cowanie pracownik\u00f3w, licencjonowanie.<\/p>\n

    Praktyczna zasada: na ka\u017cde euro wydane na prawa sponsorskie zaplanuj co najmniej r\u00f3wnowa\u017cny bud\u017cet aktywacyjny. Kto kupuje tylko widoczno\u015b\u0107 i ignoruje aktywacj\u0119, uzyskuje u\u0142amek potencja\u0142u partnerstwa.<\/p>\n

    Nie oznacza to, \u017ce M\u015aP nie maj\u0105 miejsca w motorsporcie najwy\u017cszego poziomu. Struktura rynku sponsoringu oferuje mo\u017cliwo\u015bci wej\u015bcia na bardzo r\u00f3\u017cnych poziomach inwestycji \u2014 od program\u00f3w entry-level po sponsoring tytularny. Wa\u017cne jest wej\u015bcie z jasnym planem, nie tylko z logo.<\/p>\n

    Mierzenie ROI: zdefiniuj KPI przed podpisaniem umowy<\/h2>\n

    Przed wyborem sportu zdefiniuj, jak b\u0119dziesz mierzy\u0107 zwrot. KPI zmieniaj\u0105 si\u0119 zale\u017cnie od cel\u00f3w: \u015bwiadomo\u015b\u0107, pozyskiwanie lead\u00f3w B2B, penetracja geograficzna, budowanie relacji handlowych przez hospitality. Ka\u017cdy cel wymaga innych narz\u0119dzi.<\/p>\n

    Wyspecjalizowane firmy badawcze \u2014 Nielsen Sports, Kantar, IFM Sports \u2014 dostarczaj\u0105 danych o warto\u015bci ekspozycji medialnej. Ale dla marki B2B najwa\u017cniejszy ROI to nie warto\u015b\u0107 czasu antenowego: to liczba aktywowanych kontakt\u00f3w handlowych, deale otwarte dzi\u0119ki hospitality, preferencja marki mierzona w badaniach przed i po sponsoringu.<\/p>\n

    Je\u015bli oceniasz inwestycj\u0119 w F1, nasz przewodnik po sponsoringu Formu\u0142y 1<\/a> szczeg\u00f3\u0142owo analizuje mechanizmy tej property. W przypadku MotoGP strona po\u015bwi\u0119cona sponsoringowi MotoGP<\/a> opisuje dost\u0119pne mo\u017cliwo\u015bci dla r\u00f3\u017cnych poziom\u00f3w bud\u017cetu.<\/p>\n

    Po wyborze sportu napisz plan sponsorski. Ka\u017cda firma jest inna, ka\u017cdy plan jest inny \u2014 ale bez dokumentu udost\u0119pnionego wewn\u0119trznie, z jasnymi celami, narz\u0119dziami i odpowiedzialno\u015bciami, nawet najlepsze partnerstwo pozostanie mo\u017cliwo\u015bci\u0105 tylko cz\u0119\u015bciowo wykorzystan\u0105.<\/p>\n

    Liczby nie k\u0142ami\u0105. Nigdy.<\/p>\n

    \r\n\r\n

    Cz\u0119sto zadawane pytania dotycz\u0105ce wyboru sportu do sponsorowania<\/b><\/h2>\r\n \r\n
    \n
    \r\n\r\n

    \r\n Jak wybra\u0107 odpowiedni sport do sponsorowania dla mojej firmy?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n
    \r\n\r\n

    \r\n Jakiego bud\u017cetu potrzeba do sponsorowania sportu na najwy\u017cszym poziomie?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n
    \r\n\r\n

    \r\n Czy lepiej sponsorowa\u0107 sport lokalny czy mi\u0119dzynarodowy?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n
    \r\n\r\n

    \r\n Jak mierzy\u0107 ROI ze sponsoringu sportowego?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n
    \r\n\r\n

    \r\n Formula 1 czy MotoGP: co lepsze dla mojej marki?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n\r\n <\/div>\r\n \n\n","protected":false},"excerpt":{"rendered":"

    Intuicja czy dane? To z\u0142e pytanie. W\u0142a\u015bciwe pytanie jest inne \u2014 i poprzedza jak\u0105kolwiek analiz\u0119 danych: Czy sport, kt\u00f3ry rozwa\u017casz, potrafi przyci\u0105ga\u0107 widz\u00f3w tydzie\u0144 po tygodniu? Sport to rozrywka. Kojarzenie marki z platform\u0105, kt\u00f3ra nie wzbudza emocji, nie generuje rozm\u00f3w i nie sprawia, \u017ce widzowie wracaj\u0105 z w\u0142asnej woli, to b\u0142\u0105d, kt\u00f3rego \u017caden bud\u017cet aktywacyjny […]<\/p>\n","protected":false},"author":14,"featured_media":157618,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20024,20220,20210,20026],"tags":[],"class_list":["post-352342","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportivo","category-marketing-sportowy-pl","category-sponsoring-sportowy","category-sponsorizzazioni-sportive"],"acf":[],"contentshake_article_id":"","yoast_head":"\nJak wybra\u0107 sport do sponsorowania: kryteria i metoda | RTR Sports<\/title>\n<meta name=\"description\" content=\"Dopasowanie grupy docelowej, warto\u015bci marki, zasi\u0119g geograficzny, bud\u017cet, widoczno\u015b\u0107 medialna: konkretne kryteria wyboru w\u0142a\u015bciwego sportu do inwestycji. 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