{"id":16318,"date":"2022-03-17T07:00:57","date_gmt":"2022-03-17T05:00:57","guid":{"rendered":"https:\/\/www.welovecycling.com\/cs\/?p=16318"},"modified":"2022-03-16T16:12:07","modified_gmt":"2022-03-16T14:12:07","slug":"jak-vydelat-30-milionu-eur-umistete-logo-profikum-na-zadek","status":"publish","type":"post","link":"https:\/\/www.welovecycling.com\/cs\/2022\/03\/17\/jak-vydelat-30-milionu-eur-umistete-logo-profikum-na-zadek\/","title":{"rendered":"Jak vyd\u011blat 30 milion\u016f eur? Um\u00edst\u011bte logo prof\u00edk\u016fm na zadek"},"content":{"rendered":"

Chcete, aby sponzor va\u0161eho t\u00fdmu byl fakt \u0161\u0165astn\u00fd? Nen\u00ed nic jednodu\u0161\u0161\u00edho ne\u017e naj\u00edt m\u00edsto pro jeho logo, kter\u00e9 uvid\u00ed miliony televizn\u00edch div\u00e1k\u016f. A pr\u00e1v\u011b nad t\u00edm roky dumaj\u00ed marketingov\u00ed specialist\u00e9 a sna\u017e\u00ed se spo\u010d\u00edst (nebo sp\u00ed\u0161 odhadnout, proto\u017ee v \u017e\u00e1dn\u00e9m p\u0159\u00edpad\u011b nejde o exaktn\u00ed v\u011bdu), jak\u00e1 je hodnota t\u00fdmu z\u00e1vod\u00edc\u00edho v Tour de France.<\/strong><\/p>\n

Je to u\u017e tradi\u010dn\u00ed mechanizmus v duchu m\u00e1 d\u00e1ti-dal. T\u00fdmy tak\u0159ka ka\u017edoro\u010dn\u011b p\u0159emlouvaj\u00ed sponzory, aby jim pokryli dal\u0161\u00ed sezonu fungov\u00e1n\u00ed. A ti zase na opl\u00e1tku po\u017eaduj\u00ed v\u00edt\u011bzstv\u00ed, nebo minim\u00e1ln\u011b televizn\u00ed zviditeln\u011bn\u00ed.<\/p>\n

\u017de jste si dosud l\u00e1mali hlavu nad t\u00edm, pro\u010d se v t\u011bch nejsledovan\u011bj\u0161\u00edch z\u00e1vodech pou\u0161t\u011bj\u00ed do samostatn\u00fdch a mnohdy tak zbyte\u010dn\u011b marn\u00fdch \u00fanik\u016f z\u00e1vodn\u00edci men\u0161\u00edch, p\u0159\u00edpadn\u011b druhodivizn\u00edch t\u00fdm\u016f? Ne\u0159\u00edkal u\u017e Caesar, \u017ee p\u0159i\u0161el, vid\u011bl a zv\u00edt\u011bzil? P\u0159i\u010dem\u017e v tomto p\u0159\u00edpad\u011b se za v\u00edt\u011bzstv\u00ed berou minuty na obrazovce. A na ty dnes existuj\u00ed sazebn\u00edky.<\/p>\n

Tour de France se nevyrovn\u00e1 \u017e\u00e1dn\u00e1 reklama<\/strong><\/h2>\n

Nem\u016f\u017eete si sice myslet, \u017ee sponzor cyklistiky, co investuje 10 milion\u016f eur, dostane na konci sezony 100 milion\u016f v hotovosti. Ale v oboru zku\u0161en\u00ed analytici dok\u00e1\u017eou zkalkulovat, jak\u00fd bude reklamn\u00ed dopad toho, \u017ee t\u00fdm se celoro\u010dn\u011b n\u011bkde v\u00edce \u010di m\u00e9n\u011b prezentuje. Dok\u00e1\u017eou vy\u010d\u00edslit n\u00e1vratnost takov\u00e9 investice.<\/p>\n

\"Peter<\/a>
Peter Sagan je\u0161t\u011b v barv\u00e1ch t\u00fdmu Bora Hansgrohe. Jeho anga\u017eov\u00e1n\u00ed bylo pro n\u011bmeck\u00fd t\u00fdm ternem z hlediska reklamy. Foto: Jan Brychta<\/em><\/figcaption><\/figure>\n

Tak\u017ee v p\u0159\u00edpad\u011b, \u017ee logo sponzora XY se v pr\u016fb\u011bhu Tour de France na dv\u011b minuty prom\u00edtne do cel\u00e9ho sv\u011bta a o t\u00fdmu za\u010dnou koment\u00e1to\u0159i soub\u011b\u017en\u011b hovo\u0159it, pak se to podle tabulek rovn\u00e1 zhruba minutov\u00e9mu reklamn\u00edmu spotu. A ten v p\u0159\u00edpad\u011b nejsledovan\u011bj\u0161\u00edho cyklistick\u00e9ho kan\u00e1lu Eurosport sah\u00e1 do mnohatis\u00edcov\u00fdch \u010d\u00e1stek. V eurech.<\/p>\n

V\u011bc je samoz\u0159ejm\u011b pon\u011bkud slo\u017eit\u011bj\u0161\u00ed, ale pro p\u0159edstavu tento popis slou\u017e\u00ed dob\u0159e. Pokud tedy jedna minuta v p\u0159enosu b\u011bhem Tour m\u016f\u017ee st\u00e1t t\u0159eba 50 tis\u00edc eur, spo\u010d\u00edt\u00e1te si, kolik v\u00e1s osloven\u00ed publika t\u00edmto zp\u016fsobem bude st\u00e1t. Ov\u0161em bez garance \u00fasp\u011bchu. Zato kdy\u017e sv\u00e9 miliony investujete do t\u00fdmu a jeho hv\u011bzd, m\u016f\u017ee b\u00fdt dopad investice i d\u00edky dal\u0161\u00edm aktivit\u00e1m t\u00fdmu daleko v\u011bt\u0161\u00ed, a tomu se \u017e\u00e1dn\u00e1 tradi\u010dn\u00ed reklama nevyrovn\u00e1.<\/p>\n

Hity? Lachlan Morton a ka\u010de\u0159\u00ed dres Education<\/strong><\/h2>\n

Situace kolem sponzoringu cyklistiky m\u00e1 taky sv\u016fj v\u00fdvoj. P\u0159ed patn\u00e1cti dvaceti lety to byl celkem levn\u00fd zdroj reklamy, ale jen do doby, ne\u017e sport zahalil dopingov\u00fd st\u00edn. Pak spole\u010dnosti daly ruce pry\u010d a obr\u00e1tily zrak k tradi\u010dn\u00edmu marketingu prost\u0159ednictv\u00edm spot\u016f. Proto\u017ee ale dnes jsou lid\u00e9 na ka\u017ed\u00e9m webu nebo soci\u00e1ln\u00ed s\u00edti haldou reklam zahlceni a vlastn\u011b u\u017e je ani nevn\u00edmaj\u00ed, tak inteligentn\u00ed zadavatel\u00e9 reklamy se zase vracej\u00ed ke sponzoringu.<\/p>\n

\n
\"sankce-pro-rusko-v-cyklistice-nejvic-trpi-cizinci-z-ruskych-tymu\"\/<\/a><\/div>
\n Silni\u010dn\u00ed cyklistika<\/a>\n <\/div>\n
\n \n

Sankce pro Rusko v cyklistice: nejv\u00edc trp\u00ed cizinci z rusk\u00fdch t\u00fdm\u016f<\/span><\/h3>\n <\/a>\n <\/div>\n <\/article>\n<\/div>\n

Pro lep\u0161\u00ed ilustraci a vysv\u011btlen\u00ed toho, jak\u00fd zisk m\u016f\u017ee tomu kter\u00e9mu sponzorovi plynout z ka\u017ed\u00e9ho investovan\u00e9ho eura, vypracovala extern\u00ed poradensk\u00e1 spole\u010dnost studii pro americk\u00fd worldtourov\u00fd celek EF-Education EasyPost na z\u00e1klad\u011b jeho fungov\u00e1n\u00ed v sezon\u011b 2020.<\/p>\n

\"Lachlan<\/a>
Lachlan Morton! V pop\u0159ed\u00ed v\u00fdsledkov\u00fdch listin nefiguruje, p\u0159esto je pro t\u00fdm Education skv\u011bl\u00fd z hlediska reklamy. Foto: Instagram<\/em><\/figcaption><\/figure>\n

Tehdy Ameri\u010dany zviditelnil nejv\u00edc Lachlan Morton a jeho extr\u00e9mn\u00ed projekty. T\u0159eba v\u00edt\u011bzstv\u00ed v 700kilometrov\u00e9m \u0161pan\u011blsk\u00e9m z\u00e1vod\u011b Badlands nebo ustaven\u00ed rekordu v Everestingu. Je\u0161t\u011b v\u011bt\u0161\u00ed hal\u00f3 zp\u016fsobil \u201eka\u010de\u0159\u00ed\u201c dres, se kter\u00fdm t\u00fdm vyrazil na Giro. Dostal za n\u011bj sice drobnou pokutu od cyklistick\u00e9 federace UCI, proto\u017ee pr\u00fd nebyl schv\u00e1len v\u010das, ale o to v\u011bt\u0161\u00ed pozornost a z\u00e1jem p\u0159it\u00e1hl. Podle dat z Google Analytics zas\u00e1hl v\u00fdrobce dresu, spole\u010dnost Rapha 336 milion\u016f lid\u00ed. A i kdyby si promile z nich zakoupilo n\u011bkter\u00fd z produkt\u016f zna\u010dky…<\/p>\n

T\u00e9m\u011b\u0159 70 milion\u016f eur za jm\u00e9no v n\u00e1zvu t\u00fdmu<\/strong><\/h2>\n

Ze studie vy\u0161lo, \u017ee nejv\u011bt\u0161\u00ed terno znamenalo logo um\u00edst\u011bn\u00e9 do st\u0159edu t\u00fdmov\u00e9ho dresu. Za celou sezonu generovalo hodnotu 16,7 milionu eur. Co je mo\u017en\u00e1 p\u0159ekvapiv\u011bj\u0161\u00ed, tak prostor na zadnic\u00edch z\u00e1vodn\u00edk\u016f, kter\u00fd je dnes obsazen logem vzd\u011bl\u00e1vac\u00ed spole\u010dnosti EF-Education, m\u011bl hodnotu 31 milion\u016f eur. A spo\u010d\u00edt\u00e1na byla i hodnota uveden\u00ed jm\u00e9na sponzora v n\u00e1zvu t\u00fdmu: 67,4 milionu eur za prvn\u00ed jm\u00e9no v n\u00e1zvu a 50,5 mil. za druhou pozici.<\/p>\n

\n
\"lze-za-penize-koupit-cyklisticky-uspech\"\/<\/a><\/div>
\n Silni\u010dn\u00ed cyklistika<\/a>\n <\/div>\n
\n \n

Lze za pen\u00edze koupit cyklistick\u00fd \u00fasp\u011bch?<\/span><\/h3>\n <\/a>\n <\/div>\n <\/article>\n<\/div>\n

Drah\u00fd kon\u00ed\u010dek, tahle cyklistika, proto\u017ee i v tomto sportu je v\u0161echno rok od roku n\u00e1kladn\u011bj\u0161\u00ed. Ale n\u00e1vratnost do reklamy investovan\u00fdch prost\u0159edk\u016f je v\u00fdznamn\u00e1. Zvl\u00e1\u0161\u0165 pokud je \u0159e\u010d o Tour de France neboli prvn\u00ed sc\u00e9n\u011b sv\u011btov\u00e9 cyklistiky.<\/p>\n

V\u0161echna dosavadn\u00ed \u010d\u00edsla v\u0161ak blednou ve st\u00ednu lo\u0148sk\u00e9ho po\u010dinu Lachlana Mortona a jeho dopadu na ve\u0159ejnost. Australan s\u00e1m objel celou trasu Tour de France za stejnou dobu jako peloton jeho profesion\u00e1ln\u00edch koleg\u016f. A podle v\u00fdpo\u010dtu jeho s\u00f3lo v\u00fdlet kolem Francie zaznamenal 1,12 miliardy medi\u00e1ln\u00edch zobrazen\u00ed a 15,3 interakc\u00ed. Lid\u00e9 mo\u017en\u00e1 ignoruj\u00ed a p\u0159eskakuj\u00ed reklamu, ale dobr\u00fd obsah vn\u00edmat budou. A na ten potenci\u00e1ln\u00ed sponzor v\u017edy usly\u0161\u00ed.<\/p>\n","protected":false},"excerpt":{"rendered":"

Chcete, aby sponzor va\u0161eho t\u00fdmu byl fakt \u0161\u0165astn\u00fd? Nen\u00ed nic jednodu\u0161\u0161\u00edho ne\u017e naj\u00edt m\u00edsto pro jeho logo, kter\u00e9 uvid\u00ed miliony […]<\/p>\n","protected":false},"author":138,"featured_media":12525,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10],"tags":[126,2285,2288,2286,9,2287,23],"global-categories":[411],"class_list":["post-16318","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-silnicni-cyklistika","tag-cyklistika","tag-finance","tag-lachlan-morton","tag-reklama","tag-silnicni-cyklistika","tag-sponzoring","tag-tour-de-france","global-categories-cycling"],"yoast_head":"\nJak vyd\u011blat 30 milion\u016f eur? 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