{"id":242661,"date":"2024-01-29T15:29:54","date_gmt":"2024-01-29T14:29:54","guid":{"rendered":"https:\/\/rtrsports.com\/odpocty-sponzorstvi\/"},"modified":"2025-05-10T17:36:03","modified_gmt":"2025-05-10T15:36:03","slug":"odpocty-sponzorstvi","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/odpocty-sponzorstvi\/","title":{"rendered":"Od\u010ditatelnost sportovn\u00edho sponzorstv\u00ed: da\u0148ov\u00e1 v\u00fdhoda pro podniky"},"content":{"rendered":"

V It\u00e1lii jsou da\u0148ov\u00e9 odpo\u010dty v\u00fddaj\u016f na sportovn\u00ed sponzoring a jejich ode\u010ditatelnost velmi d\u016fle\u017eitou ot\u00e1zkou, pokud jde o sportovn\u00ed marketing. Jedn\u00e1 se o delik\u00e1tn\u00ed problematiku plnou detail\u016f (DPH u sportovn\u00edho sponzoringu, da\u0148ov\u00e9 \u00falevy, v\u00fddaje na reklamu atd.), ke kter\u00e9 je t\u0159eba p\u0159istupovat metodicky, nebo\u0165 toto pravidlo je stejn\u011b d\u016fle\u017eit\u00e9 pro velk\u00fd t\u00fdm jako pro amat\u00e9rsk\u00fd sportovn\u00ed svaz a mus\u00ed se s n\u00edm sezn\u00e1mit ka\u017ed\u00fd, kdo se chce zab\u00fdvat sponzoringem. <\/strong>Proto si dnes pov\u00edd\u00e1me s Riccardem Mari\u00ed Ceresim, certifikovan\u00fdm \u00fa\u010detn\u00edm, kter\u00fd n\u00e1m pom\u00e1h\u00e1 toto t\u00e9ma osv\u011btlit.<\/strong><\/p>\n

Sportovn\u00ed sponzoring je pro firmy d\u016fle\u017eitou p\u0159\u00edle\u017eitost\u00ed, jak se zviditelnit a propagovat svou zna\u010dku. Krom\u011b marketingov\u00fdch v\u00fdhod mohou tyto v\u00fddaje p\u0159in\u00e1\u0161et tak\u00e9 v\u00fdznamn\u00e9 da\u0148ov\u00e9 v\u00fdhody v podob\u011b mo\u017enosti odpo\u010dtu. V tomto \u010dl\u00e1nku se budeme podrobn\u011b zab\u00fdvat podm\u00ednkami a omezen\u00edmi odpo\u010dtu n\u00e1klad\u016f na sportovn\u00ed sponzoring v It\u00e1lii a poskytneme komplexn\u00edho pr\u016fvodce pro spole\u010dnosti, kter\u00e9 cht\u011bj\u00ed tento propaga\u010dn\u00ed n\u00e1stroj pln\u011b vyu\u017e\u00edt.<\/p>\n

Definice a charakteristika sportovn\u00edho sponzorstv\u00ed<\/h2>\n

Sportovn\u00ed sponzoring se vyzna\u010duje existenc\u00ed synallagmatick\u00e9ho vztahu, tj. smlouvy mezi sponzorem a sponzorovanou stranou, v n\u00ed\u017e se ob\u011b strany zavazuj\u00ed poskytnout slu\u017ebu.<\/p>\n

Sponzor se konkr\u00e9tn\u011b zavazuje zaplatit pen\u011b\u017eitou nebo nepen\u011b\u017eitou odm\u011bnu a sponzorovan\u00e1 strana se zavazuje propagovat a propagovat sponzorovan\u00fd v\u00fdrobek, zna\u010dku nebo \u010dinnost.<\/p>\n

Tento smluvn\u00ed vztah m\u00e1 z\u00e1sadn\u00ed v\u00fdznam pro to, aby bylo mo\u017en\u00e9 sportovn\u00ed sponzorstv\u00ed za\u0159adit do kontextu v\u00fddaj\u016f na reklamu<\/strong>, a nikoli v\u00fddaj\u016f na z\u00e1bavu, jak uvid\u00edme n\u00ed\u017ee.<\/p>\n

Legislativa t\u00fdkaj\u00edc\u00ed se odpo\u010ditatelnosti sportovn\u00edho sponzoringu<\/h2>\n

Ode\u010ditatelnost sportovn\u00edho sponzoringu se \u0159\u00edd\u00ed zvl\u00e1\u0161tn\u00edmi pr\u00e1vn\u00edmi p\u0159edpisy, kter\u00e9 zav\u00e1d\u00ed \u010dl. 90 odst. 8 z\u00e1kona 289\/2002.<\/p>\n

Podle tohoto ustanoven\u00ed p\u0159edstavuje<\/strong> pen\u011b\u017en\u00ed nebo v\u011bcn\u00e9 pln\u011bn\u00ed vyplacen\u00e9 ve prosp\u011bch klub\u016f, amat\u00e9rsk\u00fdch sportovn\u00edch sdru\u017een\u00ed, nadac\u00ed z\u0159\u00edzen\u00fdch vzd\u011bl\u00e1vac\u00edmi institucemi a \u0161koln\u00edch sportovn\u00edch sdru\u017een\u00ed, kter\u00e9 vykon\u00e1vaj\u00ed \u010dinnost v odv\u011btv\u00edch ml\u00e1de\u017ee uznan\u00fdch sportovn\u00edmi federacemi nebo org\u00e1ny pro podporu sportu, v\u00fddaje na reklamu pro stranu, kter\u00e1 je vypl\u00e1c\u00ed,<\/strong> a\u017e do celkov\u00e9 ro\u010dn\u00ed \u010d\u00e1stky nep\u0159esahuj\u00edc\u00ed 200 000 EUR.<\/p>\n

To znamen\u00e1, \u017ee a\u017e do ro\u010dn\u00edho limitu 200 000 EUR<\/strong> jsou v\u00fddaje na sponzoring vynalo\u017een\u00e9 spole\u010dnostmi pln\u011b ode\u010ditateln\u00e9 od p\u0159\u00edjm\u016f z podnik\u00e1n\u00ed<\/strong> jako v\u00fddaje na reklamu.<\/p>\n

Toto z\u00e1konn\u00e9<\/strong> ustanoven\u00ed p\u0159edstavuje absolutn\u00ed pr\u00e1vn\u00ed domn\u011bnku<\/strong>, tj. pravidlo, kter\u00e9 nep\u0159ipou\u0161t\u00ed \u017e\u00e1dn\u00e9 v\u00fdjimky ani prostor pro posouzen\u00ed ze strany da\u0148ov\u00fdch org\u00e1n\u016f.<\/p>\n

Spole\u010dnosti, kter\u00e9 spl\u0148uj\u00ed z\u00e1konn\u00e9 po\u017eadavky, si proto mohou pln\u011b ode\u010d\u00edst v\u00fddaje na sportovn\u00ed sponzoring a\u017e do v\u00fd\u0161e 200 000 EUR, ani\u017e by musely prokazovat skute\u010dnou reklamn\u00ed \u00fa\u010dinnost investice.<\/p>\n

\"Ode\u010ditatelnost<\/a><\/p>\n

Po\u017eadavky na od\u010ditatelnost sportovn\u00edho sponzorstv\u00ed<\/h2>\n

Aby mohly b\u00fdt v\u00fddaje na sportovn\u00ed sponzoring pova\u017eov\u00e1ny za pln\u011b ode\u010ditateln\u00e9, mus\u00ed b\u00fdt spln\u011bny ur\u010dit\u00e9 podm\u00ednky:<\/p>\n

Sponzorovan\u00e9 t\u00e9ma<\/h3>\n

P\u0159\u00edjemcem sponzorstv\u00ed mus\u00ed b\u00fdt **amat\u00e9rsk\u00fd sportovn\u00ed klub nebo sdru\u017een\u00ed** (ASD nebo SSD) **spojen\u00e9 s CONI**. [4]
\nP\u0159\u00edslu\u0161nost si m\u016f\u017eete ov\u011b\u0159it na webov\u00fdch str\u00e1nk\u00e1ch CONI v sekci v\u011bnovan\u00e9 sportovn\u00edm klub\u016fm.<\/p>\n

Propaga\u010dn\u00ed aktivity<\/h3>\n

Skute\u010dn\u00e1 reklamn\u00ed \u010dinnost<\/strong> sponzoruj\u00edc\u00ed strany zam\u011b\u0159en\u00e1 na propagaci image a v\u00fdrobk\u016f\/slu\u017eeb sponzora mus\u00ed b\u00fdt prokazateln\u00e1.
\nTato \u010dinnost m\u016f\u017ee spo\u010d\u00edvat v um\u00edst\u011bn\u00ed loga spole\u010dnosti na dresy, plak\u00e1ty a let\u00e1ky t\u00fdkaj\u00edc\u00ed se sportovn\u00edch sout\u011b\u017e\u00ed.<\/p>\n

Limit v\u00fddaj\u016f<\/h3>\n

Vyplacen\u00e9 protipln\u011bn\u00ed, a\u0165 u\u017e v hotovosti nebo v natur\u00e1li\u00edch, nesm\u00ed p\u0159es\u00e1hnout celkovou ro\u010dn\u00ed \u010d\u00e1stku **200 000 eur**.<\/p>\n

Sponzorsk\u00e1 smlouva<\/h3>\n

Je d\u016fle\u017eit\u00e9 p\u0159ipravitsmlouvu o sponzorstv\u00ed<\/strong>, kter\u00e1 formalizuje z\u00e1vazky smluvn\u00edch stran a dohodnut\u00e9 propaga\u010dn\u00ed aktivity.<\/p>\n

P\u0159i spln\u011bn\u00ed t\u011bchto podm\u00ednek mohou spole\u010dnosti vyu\u017e\u00edt pln\u00e9 mo\u017enosti odpo\u010dtu v\u00fddaj\u016f na sportovn\u00ed sponzoring<\/strong> a\u017e do v\u00fd\u0161e 200 000 EUR ro\u010dn\u011b.<\/p>\n

Sportovn\u00ed sponzoring: v\u00fddaje na reklamu vs. V\u00fddaje na zastupov\u00e1n\u00ed<\/h2>\n

Z\u00e1sadn\u00edm aspektem, kter\u00fd je t\u0159eba vz\u00edt v \u00favahu, je rozli\u0161en\u00ed mezi n\u00e1klady na<\/strong> reklamu<\/strong> a n\u00e1klady na reprezentaci<\/strong>, proto\u017ee da\u0148ov\u00e9 zach\u00e1zen\u00ed s t\u011bmito dv\u011bma typy n\u00e1klad\u016f je velmi odli\u0161n\u00e9.<\/p>\n

Sportovn\u00ed sponzoring spad\u00e1 do oblasti v\u00fddaj\u016f na reklamu<\/strong>, pokud je jeho hlavn\u00edm c\u00edlem propagace firemn\u00ed image nebo v\u00fdrobk\u016f\/slu\u017eeb s c\u00edlem dos\u00e1hnout ekonomick\u00e9 n\u00e1vratnosti v podob\u011b zv\u00fd\u0161en\u00e9ho prodeje.<\/p>\n

V tomto p\u0159\u00edpad\u011b jsou n\u00e1klady bu\u010f pln\u011b ode\u010ditateln\u00e9<\/strong> v roce, kdy vznikly, nebo je lze odepisovat po dobu p\u011bti let<\/strong>. Krom\u011b toho je DPH souvisej\u00edc\u00ed s t\u011bmito v\u00fddaji pln\u011b odpo\u010ditateln\u00e1<\/strong>.<\/p>\n

Naopak sponzoring lze pova\u017eovat za v\u00fddaje na reprezentaci<\/strong>, pokud je jeho hlavn\u00edm c\u00edlem pouh\u00e1 propagace image spole\u010dnosti bez p\u0159\u00edm\u00e9 vazby na v\u00fdrobn\u00ed \u010dinnost. V tomto p\u0159\u00edpad\u011b je od\u010ditatelnost omezena: do v\u00fd\u0161e 10 milion\u016f p\u0159\u00edjm\u016f jsou v\u00fddaje ode\u010ditateln\u00e9 do v\u00fd\u0161e 1,5 % ro\u010dn\u00edch p\u0159\u00edjm\u016f podniku.<\/p>\n

Proto je velmi d\u016fle\u017eit\u00e9, aby sponzoruj\u00edc\u00ed spole\u010dnost byla schopna prok\u00e1zat obchodn\u00ed d\u016fvody pro<\/strong> investici do sportovn\u00edho sponzoringu, aby mohla vyu\u017e\u00edt pln\u00e9 ode\u010ditatelnosti<\/strong> jako reklamn\u00edho v\u00fddaje.<\/p>\n

\"Ode\u010ditatelnost<\/a><\/p>\n

Da\u0148ov\u00e9 \u00falevy na sponzoring sportu<\/h2>\n

Spole\u010dnosti, kter\u00e9 v letech 2020 a 2021 realizovaly sportovn\u00ed sponzoring, mohou krom\u011b mo\u017enosti odpo\u010dtu n\u00e1klad\u016f vyu\u017e\u00edt tak\u00e9 da\u0148ov\u00fd odpo\u010det ve v\u00fd\u0161i 50<\/strong> % z vynalo\u017een\u00fdch n\u00e1klad\u016f.<\/p>\n

Tuto da\u0148ovou \u00falevu zavedla vl\u00e1da na podporu sportovn\u00edho odv\u011btv\u00ed v obdob\u00ed mimo\u0159\u00e1dn\u00e9 zdravotn\u00ed situace v souvislosti s pandemi\u00ed COVID-19.<\/p>\n

Pro z\u00edsk\u00e1n\u00ed n\u00e1roku na da\u0148ovou \u00falevu mus\u00ed spole\u010dnosti splnit ur\u010dit\u00e9 podm\u00ednky, v\u010detn\u011b ro\u010dn\u00edho limitu v\u00fddaj\u016f a p\u0159id\u011blen\u00ed sponzorsk\u00fdch p\u0159\u00edsp\u011bvk\u016f ur\u010dit\u00fdm sportovn\u00edm subjekt\u016fm, jako jsou amat\u00e9rsk\u00e9 kluby a sdru\u017een\u00ed.<\/p>\n

Da\u0148ov\u00e9 v\u00fdhody a mo\u017enosti r\u016fstu<\/h2>\n

Sportovn\u00ed sponzoring p\u0159edstavuje pro spole\u010dnosti zaj\u00edmavou p\u0159\u00edle\u017eitost, jak spojit marketingov\u00e9 c\u00edle s da\u0148ov\u00fdmi \u00fasporami.<\/p>\n

D\u00edky pln\u00e9 ode\u010ditatelnosti v\u00fddaj\u016f na reklamu a mo\u017enosti vyu\u017e\u00edt da\u0148ov\u00fdch \u00falev mohou spole\u010dnosti v\u00fdrazn\u011b sn\u00ed\u017eit da\u0148ov\u00e9 zat\u00ed\u017een\u00ed<\/strong> spojen\u00e9 s t\u011bmito investicemi do propagace.<\/p>\n

Sponzorov\u00e1n\u00ed amat\u00e9rsk\u00fdch sportovn\u00edch klub\u016f a sdru\u017een\u00ed m\u016f\u017ee nav\u00edc pomoci pos\u00edlit image spole\u010dnosti<\/strong> a vytvo\u0159it u\u017e\u0161\u00ed vazbu na m\u00edstn\u00ed oblast<\/strong> a komunitu, co\u017e nab\u00edz\u00ed dal\u0161\u00ed p\u0159\u00edle\u017eitosti k r\u016fstu a rozvoji.<\/p>\n

Z\u00e1v\u011brem lze \u0159\u00edci, \u017ee od\u010ditatelnost sportovn\u00edho sponzoringu p\u0159edstavuje pro spole\u010dnosti d\u016fle\u017eit\u00fd n\u00e1stroj, jak optimalizovat svou da\u0148ovou strategii, ani\u017e by se vzdaly marketingov\u00fdch v\u00fdhod a zviditeln\u011bn\u00ed. D\u00edky spr\u00e1vn\u00e9mu pl\u00e1nov\u00e1n\u00ed a dodr\u017eov\u00e1n\u00ed regula\u010dn\u00edch po\u017eadavk\u016f mohou spole\u010dnosti pln\u011b vyu\u017e\u00edt tento n\u00e1stroj pro propagaci a investice ve sportovn\u00edm odv\u011btv\u00ed.<\/p>\n","protected":false},"excerpt":{"rendered":"

V It\u00e1lii jsou da\u0148ov\u00e9 odpo\u010dty v\u00fddaj\u016f na sportovn\u00ed sponzoring a jejich ode\u010ditatelnost velmi d\u016fle\u017eitou ot\u00e1zkou, pokud jde o sportovn\u00ed marketing. Jedn\u00e1 se o delik\u00e1tn\u00ed problematiku plnou detail\u016f (DPH u sportovn\u00edho sponzoringu, da\u0148ov\u00e9 \u00falevy, v\u00fddaje na reklamu atd.), ke kter\u00e9 je t\u0159eba p\u0159istupovat metodicky, nebo\u0165 toto pravidlo je stejn\u011b d\u016fle\u017eit\u00e9 pro velk\u00fd t\u00fdm jako pro amat\u00e9rsk\u00fd […]<\/p>\n","protected":false},"author":2,"featured_media":179341,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20228],"tags":[21416,21417,21418],"class_list":["post-242661","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-sponzorstvi","tag-odpocet-sportovniho-sponzoringu","tag-odpocty-na-sportovni-sponzoring","tag-sportovni-sponzorstvi-v-oblasti-dph"],"acf":[],"contentshake_article_id":"","yoast_head":"\nOde\u010ditatelnost sponzorsk\u00fdch p\u0159\u00edsp\u011bvk\u016f: V\u00fdhoda pro firmy<\/title>\n<meta name=\"description\" content=\"Da\u0148ov\u00e9 odpo\u010dty v\u00fddaj\u016f na sportovn\u00ed sponzoring a odpo\u010ditatelnost v\u00fddaj\u016f. 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