{"id":352702,"date":"2026-09-09T14:57:03","date_gmt":"2026-09-09T12:57:03","guid":{"rendered":"https:\/\/rtrsports.com\/this-is-why-we-play-transformacja-od-uczestnika-do-widza-w-marketingu-sportowym\/"},"modified":"2026-09-09T14:59:48","modified_gmt":"2026-09-09T12:59:48","slug":"this-is-why-we-play-transformacja-od-uczestnika-do-widza-w-marketingu-sportowym","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pl\/blog\/this-is-why-we-play-transformacja-od-uczestnika-do-widza-w-marketingu-sportowym\/","title":{"rendered":"This is Why We Play: transformacja od Uczestnika do Widza w marketingu sportowym"},"content":{"rendered":"

W jednym z najwa\u017cniejszych posuni\u0119\u0107 w krajobrazie medi\u00f3w sportowych, NBA<\/strong> masowo zainwestowa\u0142a w globaln\u0105 dystrybucj\u0119 swoich tre\u015bci, przynosz\u0105c ameryka\u0144sk\u0105 koszyk\u00f3wk\u0119 do dom\u00f3w dziesi\u0105tek milion\u00f3w fan\u00f3w na ca\u0142ym \u015bwiecie. Na platformach takich jak Sky i g\u0142\u00f3wnych serwisach streamingowych, europejscy kibice mog\u0105 \u015bledzi\u0107 mecze, powt\u00f3rki i analizy National Basketball Association<\/strong> praktycznie o ka\u017cdej porze dnia.<\/p>\n

W tym kontek\u015bcie jedno has\u0142o rezonuje ponad wszystkie inne. Od wielu lat jest znakiem rozpoznawczym marketingu NBA, pojawiaj\u0105c si\u0119 w niezliczonych spotach, przej\u015bciach i materia\u0142ach komunikacyjnych. To zdanie, kt\u00f3rym prawdopodobnie najs\u0142awniejsza liga na \u015bwiecie przedstawia si\u0119 wszystkim swoim s\u0142uchaczom: This is Why We Play<\/strong>.<\/p>\n

This is why we play<\/h2>\n

„This is why we play” nie zawsze by\u0142o sloganem<\/strong> NBA. Wiele chwytliwych fraz towarzyszy\u0142o lidze kierowanej obecnie przez Adama Silvera, od „where amazing happens” do „I love this game” i odleg\u0142ego „NBA Action, it’s fantastic!”<\/p>\n

\u0141atwo zrozumie\u0107, \u017ce z komunikacyjnego i marketingowego punktu widzenia mamy do czynienia z wa\u017cnym skokiem. Pomijaj\u0105c „NBA Action, it’s fantastic!” \u2014 tak typowe dla lat 80., zar\u00f3wno „where amazing happens”, jak i ikoniczne „I love this game” przemawia\u0142y do tej samej publiczno\u015bci, cho\u0107 innym j\u0119zykiem.<\/p>\n

Dlaczego „This is why we play” jest inne? Gdzie le\u017cy skok?<\/h2>\n

Po pierwsze, zmienia si\u0119 zaimek: „ja” staje si\u0119 „my” \u2014 bardziej inkluzywne, bardziej zbiorowe. Nie ma ju\u017c samotnego widza zamkni\u0119tego w swoim pokoju, ogl\u0105daj\u0105cego spektakularne dokonania wielkich mistrz\u00f3w, ale jest nas, lud koszyk\u00f3wki, zbiorowo\u015b\u0107 i \u2014 co wa\u017cniejsze \u2014 spo\u0142eczno\u015b\u0107. W 2024 roku NBA liczy ponad 100 milion\u00f3w obserwuj\u0105cych na oficjalnych kana\u0142ach spo\u0142eczno\u015bciowych: prawdziwa spo\u0142eczno\u015b\u0107, nie tylko metafora.<\/p>\n

Wielka rewolucja nie le\u017cy jednak w zaimku, lecz w jego po\u0142\u0105czeniu z czasownikiem play: to my gramy<\/strong>. Jest to bardzo wa\u017cny skok konceptualny i narracyjny: nagle skupienie kampanii przesuwa si\u0119 na widza\/aktora, kt\u00f3ry nie tylko jest obecny, ale jest bardzo aktywny.<\/p>\n

Konsument sportu: mi\u0119dzy widzem a uczestnikiem<\/h2>\n

Najbardziej znana strukturalna klasyfikacja konsumenta sportu pojawi\u0142a si\u0119 w po\u0142owie lat 90. (Milne, Sutton & McDonald, 1996) i definitywnie podzieli\u0142a publiczno\u015b\u0107 sportow\u0105 na dwie makrokategorie:<\/p>\n

    \n
  • Konsument-Widz<\/strong><\/li>\n
  • Konsument-Uczestnik, lub praktykuj\u0105cy<\/strong><\/li>\n<\/ul>\n

    Chocia\u017c rozr\u00f3\u017cnienie mi\u0119dzy obiema grupami jest oczywiste, ramy teoretyczne wci\u0105\u017c obowi\u0105zuj\u0105 w\u015br\u00f3d badaczy marketingu sportowego. Jednym z g\u0142\u00f3wnych punkt\u00f3w zainteresowania doktryny s\u0105 relacje mi\u0119dzy tymi dwoma r\u00f3\u017cnymi konsumentami: czy to zupe\u0142nie inny typ ludzi, czy te\u017c te definicje s\u0105 bardzo „p\u0142ynne”, z du\u017cymi obszarami nak\u0142adania si\u0119?<\/p>\n

    Widzowie i uczestnicy: co naprawd\u0119 robimy ze sportem<\/h2>\n

    We\u017amy sport taki jak koszyk\u00f3wka<\/strong>. Zbi\u00f3r praktykuj\u0105cych jest mniejszy ni\u017c widz\u00f3w i niemal ca\u0142kowicie zawarty w wi\u0119kszym diagramie. Ci, kt\u00f3rzy graj\u0105 w koszyk\u00f3wk\u0119, prawie zawsze s\u0105 te\u017c jej kibicami, ale odwrotno\u015b\u0107 nie jest prawd\u0105. Ta sama sytuacja jest jeszcze bardziej wyra\u017ana w pi\u0142ce no\u017cnej<\/strong>: wed\u0142ug danych FIFA z 2024 roku, ponad 5 miliard\u00f3w ludzi ogl\u0105da pi\u0142k\u0119 no\u017cn\u0105 jako widzowie, wobec oko\u0142o 265 milion\u00f3w zarejestrowanych zawodnik\u00f3w na \u015bwiecie.<\/p>\n

    Na koniec, istniej\u0105 absolutnie skrajne sytuacje, takie jak Formu\u0142a 1<\/strong> czy bieganie<\/strong>. F1 \u2014 kt\u00f3rej skumulowana globalna widownia przekroczy\u0142a 1,5 miliarda unikalnych widz\u00f3w w 2023 roku wed\u0142ug Liberty Media \u2014 liczy tylko 20 aktywnych kierowc\u00f3w wobec dziesi\u0105tek milion\u00f3w fan\u00f3w.<\/p>\n

    Widzowie i uczestnicy: co robi\u0105 w\u0142a\u015bciciele praw sportowych<\/h2>\n

    W\u0142a\u015bciciele produkt\u00f3w sportowych szybko zorientowali si\u0119, \u017ce ekspansja ich biznesu zale\u017cy od zdobycia tych cz\u0119\u015bci wykresu o przeciwnym kolorze do ich w\u0142asnego. Zamiast zdobywa\u0107 zupe\u0142nie now\u0105 publiczno\u015b\u0107<\/strong>, preferuje si\u0119 atakowanie konsument\u00f3w tego sportu, kt\u00f3rzy jeszcze nie s\u0105 w naszym kr\u0119gu.<\/strong><\/p>\n

    Jak \u0142atwo zrozumie\u0107, pr\u00f3ba przekszta\u0142cenia widz\u00f3w w uczestnik\u00f3w \u2014 i uczestnik\u00f3w w zagorza\u0142ych widz\u00f3w \u2014 jest dzia\u0142aniem o wiele prostszym ni\u017c przyci\u0105gni\u0119cie zupe\u0142nie nowych konsument\u00f3w do wykresu. Wsp\u00f3lny klucz jest jeden: inkluzja<\/strong>.<\/p>\n

    If you have a body, you are an athlete<\/h2>\n

    Wystarczy spojrze\u0107 wok\u00f3\u0142, aby zrozumie\u0107, jak wszyscy tworz\u0105cy produkty sportowe przyjmuj\u0105 coraz bardziej inkluzywne polityki komunikacyjne i marketingowe. „If you have a body, you are an athlete” g\u0142osi napis w sklepach Nike na ca\u0142ym \u015bwiecie, definitywnie zamykaj\u0105c kr\u0105g tego, co zosta\u0142o powiedziane do tej pory.<\/p>\n

    Wed\u0142ug Nielsen Fan Insights 2024<\/strong>, 77% globalnych fan\u00f3w sportowych uwa\u017ca si\u0119 r\u00f3wnie\u017c za okazjonalnych praktykuj\u0105cych co najmniej jeden sport: bardzo wysokie nak\u0142adanie si\u0119, kt\u00f3re potwierdza, jak porowate jest teoretyczne rozr\u00f3\u017cnienie mi\u0119dzy dwiema kategoriami we wsp\u00f3\u0142czesnej rzeczywisto\u015bci.<\/p>\n

    Zdanie „This is why we play<\/strong>” nabiera teraz innego znaczenia. Z nim NBA<\/strong> przemawia do wszystkich praktykuj\u0105cych koszyk\u00f3wk\u0119 na \u015bwiecie, pr\u00f3buj\u0105c uczyni\u0107 ich konsumentami-widzami. Wiadomo\u015b\u0107, parafrazuj\u0105c, brzmi: je\u015bli gracie w koszyk\u00f3wk\u0119, to w naszych programach znajduje si\u0119 doskona\u0142o\u015b\u0107 samej gry, pow\u00f3d, dla kt\u00f3rego gra istnieje. Wy stajecie si\u0119 nami. Nie prosimy was, aby\u015bcie ogl\u0105dali, m\u00f3wimy wam, aby\u015bcie grali razem.<\/p>\n

    Pi\u0119kno i poezja tego \u015bwiata le\u017c\u0105 r\u00f3wnie\u017c w tym.<\/p>\n\n

    \r\n\r\n

    Cz\u0119sto zadawane pytania<\/b><\/h2>\r\n \r\n
    \n
    \r\n\r\n

    \r\n Na czym polega rozr\u00f3\u017cnienie mi\u0119dzy konsumentem-widzem a konsumentem-uczestnikiem w sporcie?<\/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 marki sportowe wykorzystuj\u0105 rozr\u00f3\u017cnienie mi\u0119dzy widzami a uczestnikami?<\/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 Dlaczego slogan NBA 'This is Why We Play' jest przyk\u0142adem inkluzywnego marketingu?<\/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 ta analiza stosuje si\u0119 w strategii 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 Dlaczego niekt\u00f3re sporty maj\u0105 prawie wy\u0142\u0105cznie widz\u00f3w, a inne prawie wy\u0142\u0105cznie uczestnik\u00f3w?<\/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","protected":false},"excerpt":{"rendered":"

    W jednym z najwa\u017cniejszych posuni\u0119\u0107 w krajobrazie medi\u00f3w sportowych, NBA masowo zainwestowa\u0142a w globaln\u0105 dystrybucj\u0119 swoich tre\u015bci, przynosz\u0105c ameryka\u0144sk\u0105 koszyk\u00f3wk\u0119 do dom\u00f3w dziesi\u0105tek milion\u00f3w fan\u00f3w na ca\u0142ym \u015bwiecie. Na platformach takich jak Sky i g\u0142\u00f3wnych serwisach streamingowych, europejscy kibice mog\u0105 \u015bledzi\u0107 mecze, powt\u00f3rki i analizy National Basketball Association praktycznie o ka\u017cdej porze dnia. W tym […]<\/p>\n","protected":false},"author":2,"featured_media":157647,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20024],"tags":[],"class_list":["post-352702","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportivo"],"acf":[],"contentshake_article_id":"","yoast_head":"\nOd Uczestnika do Widza: strategia w nowoczesnym marketingu sportowym<\/title>\n<meta name=\"description\" content=\"Jak r\u00f3\u017cnica mi\u0119dzy konsumentem-widzem a uczestnikiem nap\u0119dza strategie sponsoringu sportowego. Analiza marketingu NBA i konwersji fan\u00f3w. 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