{"id":242586,"date":"2023-09-26T08:32:53","date_gmt":"2023-09-26T06:32:53","guid":{"rendered":"https:\/\/rtrsports.com\/f1-sponzorstvi-a-csr-pozitivni-vliv\/"},"modified":"2026-10-08T13:32:26","modified_gmt":"2026-10-08T11:32:26","slug":"f1-sponzorstvi-a-csr-pozitivni-vliv","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/f1-sponzorstvi-a-csr-pozitivni-vliv\/","title":{"rendered":"F1 a CSR: jak sponzo\u0159i vytv\u00e1\u0159ej\u00ed m\u011b\u0159iteln\u00fd dopad"},"content":{"rendered":"

Kdy\u017e se mluv\u00ed o F1 a CSR<\/strong>, tedy o sponzoringu a spole\u010densk\u00e9 odpov\u011bdnosti firem, nej\u010dast\u011bj\u0161\u00ed reakc\u00ed je skepse: sport, kter\u00fd obj\u00ed\u017ed\u00ed sv\u011bt letadly a kamiony, nem\u016f\u017ee b\u00fdt udr\u017eiteln\u00fd, a sponzor, kter\u00fd mluv\u00ed o spole\u010densk\u00e9 odpov\u011bdnosti, d\u011bl\u00e1 greenwashing. Je to opr\u00e1vn\u011bn\u00e9 podez\u0159en\u00ed. Formule 1 ale dnes sv\u00e9 emise m\u011b\u0159\u00ed, v\u00fdsledky zve\u0159ej\u0148uje a m\u00e1 c\u00edl s konkr\u00e9tn\u00edm datem. Pro firmu pr\u00e1v\u011b to d\u011bl\u00e1 z CSR ve F1 v\u00e1\u017en\u00e9 t\u00e9ma: d\u00e1 se dolo\u017eit, nejen deklarovat.<\/p>\n

Co znamen\u00e1 CSR ve sponzoringu F1<\/h2>\n

Spole\u010densk\u00e1 odpov\u011bdnost firem, CSR, je souhrn environment\u00e1ln\u00edch, soci\u00e1ln\u00edch a spr\u00e1vn\u00edch z\u00e1vazk\u016f, kter\u00e9 firma p\u0159ij\u00edm\u00e1 nad r\u00e1mec zisku. Ve sponzoringu to znamen\u00e1 vyu\u017e\u00edt viditelnost a zdroje partnerstv\u00ed k dosa\u017een\u00ed m\u011b\u0159iteln\u00e9ho v\u00fdsledku v konkr\u00e9tn\u00ed oblasti: emise, bezpe\u010dnost, inkluze, vzd\u011bl\u00e1v\u00e1n\u00ed. Rozd\u00edl oproti pouh\u00e9 expozici zna\u010dky je v tom, \u017ee v\u00fdsledek se d\u00e1 spo\u010d\u00edtat.<\/p>\n

\u010c\u00edsla: kolik Formule 1 vypou\u0161t\u00ed a o kolik sn\u00ed\u017eila emise<\/h2>\n

V roce 2019 si Formule 1 stanovila c\u00edl Net Zero do roku 2030. V\u00fdchoz\u00edm bodem je rok 2018 s uhl\u00edkovou stopou 228 793 tun ekvivalentu CO2, hodnotou, kterou F1 sama p\u0159epo\u010d\u00edtala na z\u00e1klad\u011b p\u0159esn\u011bj\u0161\u00edch dat od dodavatel\u016f. Na konci roku 2024 klesla na 168 720 tun: o 26 % m\u00e9n\u011b, tedy v\u00edce ne\u017e polovina minim\u00e1ln\u00edho sn\u00ed\u017een\u00ed o 50 % pl\u00e1novan\u00e9ho do roku 2030.<\/p>\n

V kontextu m\u00e1 to \u010d\u00edslo je\u0161t\u011b v\u011bt\u0161\u00ed v\u00e1hu. Ve stejn\u00e9m obdob\u00ed se kalend\u00e1\u0159 rozrostl z 21 na 24 z\u00e1vod\u016f, po\u010det div\u00e1k\u016f na tribun\u00e1ch ze 4 na 6,5 milionu a fanou\u0161k\u016f po cel\u00e9m sv\u011bt\u011b je p\u0159es 826 milion\u016f. Podle samotn\u00e9 Formule 1 by emise bez jak\u00fdchkoli opat\u0159en\u00ed vzrostly oproti roku 2018 zhruba o 10 %.<\/p>\n

Zm\u011bnil se i v\u016fz. Od roku 2026 jezd\u00ed pohonn\u00e9 jednotky na 100% udr\u017eiteln\u00e9 palivo a maxim\u00e1ln\u00ed v\u00fdkon se d\u011bl\u00ed zhruba nap\u016fl mezi spalovac\u00ed motor a elektrickou \u010d\u00e1st. Pro zna\u010dku, kter\u00e1 chce mluvit o inovac\u00edch a energetick\u00e9 transformaci, je to v\u011brohodn\u00e1 platforma.<\/p>\n

T\u0159i modely CSR, kter\u00e9 ve Formuli 1 funguj\u00ed<\/h2>\n

Ze spolupr\u00e1ce s na\u0161imi klienty vid\u00edm t\u0159i zp\u016fsoby, jak propojit sponzoring se spole\u010denskou odpov\u011bdnost\u00ed. V\u0161echny funguj\u00ed, kdy\u017e je iniciativa spojen\u00e1 s produktem nebo oborem sponzora, ne kdy\u017e je jen p\u0159ilepen\u00e1 navrch.<\/p>\n

1. Odpov\u011bdnost za vlastn\u00ed produkt: Heineken.<\/strong> V roce 2016 Heineken debutoval jako partner F1 kampan\u00ed \u201eWhen You Drive, Never Drink\u201c, v n\u00ed\u017e Sir Jackie Stewart po celou dobu spotu odm\u00edt\u00e1 pivo, proto\u017ee mus\u00ed \u0159\u00eddit. Pivovarsk\u00e1 zna\u010dka, kter\u00e1 vyu\u017e\u00edv\u00e1 Formuli 1 k tomu, aby \u0159ekla, \u017ee za volantem se nepije: sd\u011blen\u00ed je v souladu s produktem, a proto je v\u011brohodn\u00e9.<\/p>\n

2. Sni\u017eov\u00e1n\u00ed emis\u00ed ve vlastn\u00edm oboru: DHL.<\/strong> V roce 2023 nasadila DHL, logistick\u00fd partner F1, na dev\u00edti evropsk\u00fdch z\u00e1vodech 18 kamion\u016f na biopalivo HVO100, kter\u00e9 najely p\u0159es 10 600 kilometr\u016f. Emise silni\u010dn\u00ed dopravy klesly podle certifikovan\u00e9ho v\u00fdpo\u010dtu v pr\u016fm\u011bru o 83 % oproti naft\u011b. DHL o udr\u017eitelnosti nevypr\u00e1v\u011bla: uskute\u010dnila ji s kamiony, kter\u00e9 u\u017e provozovala.<\/p>\n

3. Inkluze a p\u0159\u00edstup: F1 Academy.<\/strong> V roce 2023 vznikla F1 Academy, \u017eensk\u00fd \u0161ampion\u00e1t na \u00farovni Formule 4. Od roku 2024 podporuje deset tehdej\u0161\u00edch t\u00fdm\u016f F1 ka\u017ed\u00fd jednu jezdkyni ve sv\u00fdch barv\u00e1ch (Cadillac, kter\u00fd p\u0159i\u0161el v roce 2026, se p\u0159id\u00e1 od roku 2027) a v roce 2026 nasazuje vlastn\u00ed v\u016fz tak\u00e9 skupina LEGO. Pro firmu je to konkr\u00e9tn\u00ed zp\u016fsob, jak spojit sv\u00e9 jm\u00e9no s inkluz\u00ed, se startovn\u00edm ro\u0161tem a sportovn\u00edmi v\u00fdsledky, o kter\u00fdch lze vypr\u00e1v\u011bt.<\/p>\n

P\u011bt pravidel pro sponzoring F1 se skute\u010dn\u00fdm dopadem<\/h2>\n

Kdy\u017e n\u00e1s firma po\u017e\u00e1d\u00e1 o vytvo\u0159en\u00ed sponzoringu ve Formuli 1<\/a> s c\u00edlem v oblasti CSR, v\u017edy vych\u00e1z\u00edme z t\u011bchto p\u011bti pravidel.<\/p>\n

    \n
  1. Vybrat t\u00e9ma bl\u00edzk\u00e9 vlastn\u00edmu podnik\u00e1n\u00ed.<\/strong> Heineken mluv\u00ed o odpov\u011bdn\u00e9 konzumaci, DHL o logistice. Konzistentnost je prvn\u00ed obranou proti obvin\u011bn\u00ed z greenwashingu.<\/li>\n
  2. Stanovit m\u011b\u0159iteln\u00fd c\u00edl p\u0159ed podpisem.<\/strong> U\u0161et\u0159en\u00e9 tuny CO2, vy\u0161kolen\u00ed lid\u00e9, hodiny dobrovolnick\u00e9 pr\u00e1ce: v\u00fdchoz\u00ed a c\u00edlov\u00e9 \u010d\u00edslo.<\/li>\n
  3. Sladit se se strategi\u00ed udr\u017eitelnosti t\u00fdmu nebo \u0161ampion\u00e1tu.<\/strong> C\u00edl Net Zero 2030 ve F1 nab\u00edz\u00ed ve\u0159ejn\u00fd r\u00e1mec, se kter\u00fdm se lze porovn\u00e1vat.<\/li>\n
  4. Zapojit zam\u011bstnance a z\u00e1kazn\u00edky.<\/strong> Hospitality, n\u00e1v\u0161t\u011bvy tov\u00e1rny a akce mohou slou\u017eit i vzd\u011bl\u00e1vac\u00edm program\u016fm nebo program\u016fm p\u0159\u00edstupu pro lidi, kte\u0159\u00ed se do padoku jinak nikdy nedostanou.<\/li>\n
  5. Vykazovat.<\/strong> Zve\u0159ej\u0148ovat v\u00fdsledky, i kdy\u017e jsou d\u00edl\u010d\u00ed. Nedokonal\u00e9, ale ov\u011b\u0159iteln\u00e9 \u010d\u00edslo m\u00e1 v\u011bt\u0161\u00ed cenu ne\u017e slib.<\/li>\n<\/ol>\n

    Rozpo\u010det je d\u016fle\u017eit\u00fd, ale nerozhoduje s\u00e1m: pomoc\u00ed na\u0161\u00ed kalkula\u010dky n\u00e1klad\u016f na sponzoring F1<\/a> lze odhadnout investici a pak je pot\u0159eba ur\u010dit, \u010deho chcete dos\u00e1hnout krom\u011b loga.<\/p>\n

    Riziko greenwashingu, \u0159e\u010deno na rovinu<\/h2>\n

    Sponzoring, v n\u011bm\u017e je CSR jen v tiskov\u00e9 zpr\u00e1v\u011b, je hor\u0161\u00ed ne\u017e \u017e\u00e1dn\u00e9 CSR. Publikum Formule 1 je informovan\u00e9, odborn\u00fd tisk kontroluje a data \u0161ampion\u00e1tu jsou ve\u0159ejn\u00e1: kdo slibuje, co nem\u011b\u0159\u00ed, bude odhalen. Podle m\u011b je to nejzdrav\u011bj\u0161\u00ed \u010d\u00e1st cel\u00e9 zm\u011bny: nut\u00ed sponzory d\u011blat skute\u010dn\u00e9 v\u011bci.<\/p>\n

    Formule 1 nen\u00ed sport s nulov\u00fdm dopadem a v dohledn\u00e9 dob\u011b nebude. Je to ale sport, kter\u00fd se rozhodl s\u00e1m sebe m\u011b\u0159it, a to umo\u017e\u0148uje tot\u00e9\u017e i sponzor\u016fm. Nejd\u0159\u00edv \u010d\u00edsla, potom p\u0159\u00edb\u011bh.<\/p>\n

    \r\n\r\n

    \u010cast\u00e9 ot\u00e1zky o sponzorech, CSR a Formuli 1<\/b><\/h2>\r\n \r\n
    \n
    \r\n\r\n

    \r\n Co znamen\u00e1 CSR ve sponzoringu Formule 1?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n

    Znamen\u00e1 to vyu\u017e\u00edt partnerstv\u00ed s t\u00fdmem nebo \u0161ampion\u00e1tem k dosa\u017een\u00ed m\u011b\u0159iteln\u00e9ho spole\u010densk\u00e9ho nebo environment\u00e1ln\u00edho v\u00fdsledku, nap\u0159\u00edklad ni\u017e\u0161\u00edch emis\u00ed, vy\u0161\u0161\u00ed bezpe\u010dnosti nebo v\u011bt\u0161\u00ed inkluze, vedle viditelnosti zna\u010dky.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n

    \r\n\r\n

    \r\n M\u00e1 Formule 1 c\u00edl v oblasti udr\u017eitelnosti?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n

    Ano. V roce 2019 si Formule 1 stanovila c\u00edl Net Zero do roku 2030. Oproti roku 2018 sn\u00ed\u017eila do konce roku 2024 svou uhl\u00edkovou stopu o 26 %, z 228 793 na 168 720 tun ekvivalentu CO2.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n

    \r\n\r\n

    \r\n Jak\u00e9 palivo pou\u017e\u00edv\u00e1 Formule 1 od roku 2026?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n

    Od roku 2026 pou\u017e\u00edvaj\u00ed pohonn\u00e9 jednotky Formule 1 100% udr\u017eiteln\u00e9 palivo a maxim\u00e1ln\u00ed v\u00fdkon se d\u011bl\u00ed zhruba nap\u016fl mezi spalovac\u00ed motor a elektrickou slo\u017eku.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n

    \r\n\r\n

    \r\n Kte\u0159\u00ed sponzo\u0159i F1 d\u011blaj\u00ed CSR v\u011brohodn\u011b?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n

    T\u0159i p\u0159\u00edklady: Heineken s kampan\u00ed proti \u0159\u00edzen\u00ed pod vlivem alkoholu \u201eWhen You Drive, Never Drink\u201c z roku 2016; DHL, kter\u00e1 v roce 2023 sn\u00ed\u017eila emise kamion\u016f na evropsk\u00fdch z\u00e1vodech d\u00edky biopalivu HVO100 v pr\u016fm\u011bru o 83 %; a t\u00fdmy a partne\u0159i, kte\u0159\u00ed podporuj\u00ed jezdkyn\u011b F1 Academy.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n

    \r\n\r\n

    \r\n Co je F1 Academy?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n

    Je to \u017eensk\u00fd \u0161ampion\u00e1t na \u00farovni Formule 4, kter\u00fd vznikl v roce 2023. Od roku 2024 podporuje deset tehdej\u0161\u00edch t\u00fdm\u016f Formule 1 ka\u017ed\u00fd jednu jezdkyni ve sv\u00fdch barv\u00e1ch, dal\u0161\u00ed vozy podporuj\u00ed partne\u0159i s\u00e9rie.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n

    \r\n\r\n

    \r\n Jak se ve sportovn\u00edm sponzoringu vyhnout greenwashingu?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n

    V\u00fdb\u011brem t\u00e9matu, kter\u00e9 odpov\u00edd\u00e1 vlastn\u00edmu podnik\u00e1n\u00ed, stanoven\u00edm m\u011b\u0159iteln\u00fdch c\u00edl\u016f p\u0159ed podpisem, slad\u011bn\u00edm se strategi\u00ed udr\u017eitelnosti t\u00fdmu nebo \u0161ampion\u00e1tu a zve\u0159ej\u0148ov\u00e1n\u00edm v\u00fdsledk\u016f, i kdy\u017e jsou d\u00edl\u010d\u00ed.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

    Kdy\u017e se mluv\u00ed o F1 a CSR, tedy o sponzoringu a spole\u010densk\u00e9 odpov\u011bdnosti firem, nej\u010dast\u011bj\u0161\u00ed reakc\u00ed je skepse: sport, kter\u00fd obj\u00ed\u017ed\u00ed sv\u011bt letadly a kamiony, nem\u016f\u017ee b\u00fdt udr\u017eiteln\u00fd, a sponzor, kter\u00fd mluv\u00ed o spole\u010densk\u00e9 odpov\u011bdnosti, d\u011bl\u00e1 greenwashing. Je to opr\u00e1vn\u011bn\u00e9 podez\u0159en\u00ed. Formule 1 ale dnes sv\u00e9 emise m\u011b\u0159\u00ed, v\u00fdsledky zve\u0159ej\u0148uje a m\u00e1 c\u00edl s konkr\u00e9tn\u00edm […]<\/p>\n","protected":false},"author":14,"featured_media":195985,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20232],"tags":[],"class_list":["post-242586","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formule-1-cs"],"acf":[],"contentshake_article_id":"","yoast_head":"\nF1 a CSR: sponzoring, \u010d\u00edsla, p\u0159\u00edklady a pravidla<\/title>\n<meta name=\"description\" content=\"F1 a CSR: emise od roku 2018 ni\u017e\u0161\u00ed o 26 %, udr\u017eiteln\u00e9 palivo od roku 2026, p\u0159\u00edklady Heineken, DHL a F1 Academy a 5 pravidel proti greenwashingu.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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