{"id":295335,"date":"2022-04-15T09:00:53","date_gmt":"2022-04-15T07:00:53","guid":{"rendered":"https:\/\/rtrsports.com\/sponzoring-krypto-a-decentralizovane-finance\/"},"modified":"2026-09-25T17:45:51","modified_gmt":"2026-09-25T15:45:51","slug":"sponzoring-krypto-a-decentralizovane-finance","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/sponzoring-krypto-a-decentralizovane-finance\/","title":{"rendered":"Kryptom\u011bnov\u00e9 sponzorstv\u00ed ve sportu: od boomu po p\u00e1d FTX, kdo z\u016fstal v roce 2026"},"content":{"rendered":"<p><strong>Za n\u011bco m\u00e1lo p\u0159es deset let se kryptom\u011bny dostaly od polepu vozu NASCAR zaplacen\u00e9ho online sb\u00edrkou a\u017e ke smlouv\u00e1m za stovky milion\u016f s Formul\u00ed 1, NBA a Ligou mistr\u016f. Pak se zhroutila burza FTX a mnoh\u00e1 z t\u011bch log b\u011bhem n\u011bkolika m\u011bs\u00edc\u016f zmizela. V roce 2026 kryptom\u011bnov\u00e9 sponzorstv\u00ed ve sportu st\u00e1le existuje, ale je to n\u011bco jin\u00e9ho: je ho m\u00e9n\u011b, je v\u00edc regulovan\u00e9 a mnohem v\u00fdb\u011brov\u011bj\u0161\u00ed. Takhle to prob\u00edhalo a tohle z toho plyne pro ka\u017ed\u00e9ho, kdo se sponzoringem zab\u00fdv\u00e1.<\/strong><\/p>\n<p><em>Aktualizov\u00e1no v z\u00e1\u0159\u00ed 2026.<\/em><\/p>\n<p>Stru\u010dn\u011b: po prvn\u00edch pokusech v roce 2014 kryptom\u011bnov\u00e9 firmy v letech 2021 a 2022 zaplavily sport a nov\u00e9 smlouvy p\u0159es\u00e1hly 600 milion\u016f dolar\u016f ro\u010dn\u011b. Bankrot FTX 11. listopadu 2022 zma\u0159il mnoho smluv a zm\u011bnil cel\u00e9 odv\u011btv\u00ed. Dnes z\u016fst\u00e1vaj\u00ed hlavn\u011b zna\u010dky, kter\u00e9 investovaly do budov\u00e1n\u00ed reputace, jako Crypto.com, partner Formule 1 do roku 2030, Kraken u Williamsu a Coinbase u Aston Martinu, na trhu, kter\u00fd m\u011bl podle SportQuake v sez\u00f3n\u011b 2024\/25 hodnotu 565 milion\u016f dolar\u016f, pod vrcholem, ale znovu rostouc\u00ed.<\/p>\n<h2>Po\u010d\u00e1tky: online sb\u00edrka a univerzitn\u00ed bowl<\/h2>\n<p>Prvn\u00ed kryptom\u011bnov\u00e9 sponzorstv\u00ed, o kter\u00e9m se v americk\u00e9m sportu psalo, se datuje do kv\u011btna 2014, kdy komunita Dogecoinu vybrala zhruba 55 000 dolar\u016f, aby dostala sv\u00e9ho psa plemene \u0161iba-inu na ford s \u010d\u00edslem 98 Joshe Wise v Talladeze, v seri\u00e1lu NASCAR. Wise dojel dvac\u00e1t\u00fd, ale obr\u00e1zek oblet\u011bl sv\u011bt. O n\u011bkolik m\u011bs\u00edc\u016f pozd\u011bji podepsala spole\u010dnost BitPay s ESPN Events t\u0159\u00edletou smlouvu, na jej\u00edm\u017e z\u00e1klad\u011b dala sv\u00e9 jm\u00e9no Bitcoin St. Petersburg Bowlu, z\u00e1pasu univerzitn\u00edho americk\u00e9ho fotbalu, kter\u00fd se poprv\u00e9 hr\u00e1l 26. prosince 2014.<\/p>\n<p>Ve fotbale byl prvn\u00edm velk\u00fdm klubem, kter\u00fd podepsal smlouvu s kryptom\u011bnou, Arsenal, a to s CashBet Coin v lednu 2018. O rok a p\u016fl pozd\u011bji, 28. listopadu 2019, vydal Juventus se Socios prvn\u00ed fanou\u0161kovsk\u00fd token, $JUV, a otev\u0159el trend, k n\u011bmu\u017e se p\u0159idaly des\u00edtky klub\u016f.<\/p>\n<h2>Boom let 2021 a 2022<\/h2>\n<p>Skute\u010dn\u00fd skok p\u0159i\u0161el s pandemi\u00ed a s prudk\u00fdm r\u016fstem cen kryptom\u011bn. Podle GlobalData vzrostla ro\u010dn\u00ed hodnota kryptom\u011bnov\u00fdch sponzorstv\u00ed ve sportu z 16,9 milionu dolar\u016f v roce 2020 na 607,3 milionu v roce 2021, p\u0159i\u010dem\u017e po\u010det smluv stoupl o 488 %. V NBA podle IEG utratily kryptom\u011bnov\u00e9 zna\u010dky v sez\u00f3n\u011b 2021\/22 p\u0159es 130 milion\u016f dolar\u016f, zat\u00edmco v p\u0159edchoz\u00ed sez\u00f3n\u011b m\u00e9n\u011b ne\u017e 2 miliony.<\/p>\n<p>N\u011bkter\u00e9 smlouvy z t\u011bch let:<\/p>\n<ul>\n<li><strong>FTX a Miami<\/strong>: v b\u0159eznu 2021 burza koupila za 135 milion\u016f dolar\u016f na 19 let n\u00e1zev haly Miami Heat, co\u017e bylo poprv\u00e9, kdy kryptom\u011bnov\u00e1 firma pojmenovala velk\u00fd americk\u00fd st\u00e1nek;<\/li>\n<li><strong>Crypto.com a Formule 1<\/strong>: v \u010dervnu 2021 se stala prvn\u00edm glob\u00e1ln\u00edm kryptom\u011bnov\u00fdm partnerem \u0161ampion\u00e1tu, s p\u011btiletou smlouvou za v\u00edce ne\u017e 100 milion\u016f dolar\u016f;<\/li>\n<li><strong>Crypto.com a UFC<\/strong>: deset let za 175 milion\u016f dolar\u016f, podle zpr\u00e1v v tisku;<\/li>\n<li><strong>Crypto.com Arena<\/strong>: od 25. prosince 2021 nese Staples Center v Los Angeles jm\u00e9no Crypto.com, na z\u00e1klad\u011b smlouvy za 700 milion\u016f dolar\u016f na 20 let;<\/li>\n<li><strong>FTX a Mercedes<\/strong>: partnerstv\u00ed zah\u00e1jen\u00e9 v z\u00e1\u0159\u00ed 2021;<\/li>\n<li><strong>Tezos<\/strong>: blockchainov\u00fd partner Red Bull Racing od roku 2021 a sponzor tr\u00e9ninkov\u00fdch dres\u016f Manchesteru United za v\u00edce ne\u017e 20 milion\u016f liber ro\u010dn\u011b;<\/li>\n<li><strong>Bybit a Red Bull<\/strong>: 150 milion\u016f dolar\u016f na t\u0159i roky, podeps\u00e1no v \u00fanoru 2022, do t\u00e9 doby nejv\u011bt\u0161\u00ed ro\u010dn\u00ed kryptom\u011bnov\u00e1 smlouva ve sportu;<\/li>\n<li><strong>OKX a McLaren<\/strong>: primary partner od Velk\u00e9 ceny Miami 2022;<\/li>\n<li><strong>Binance a Cristiano Ronaldo<\/strong>: v\u00edcelet\u00e9 partnerstv\u00ed pro kolekce NFT, s prvn\u00ed kolekc\u00ed v listopadu 2022.<\/li>\n<\/ul>\n<p>Pro mnoho t\u00fdm\u016f to byly snadn\u00e9 a rychl\u00e9 pen\u00edze. Pro mnoho pozorovatel\u016f, v\u010detn\u011b n\u00e1s, to byl p\u0159edev\u0161\u00edm sign\u00e1l bubliny: velmi mlad\u00e9, nehmotn\u00e9 firmy s obrovsk\u00fdmi rozpo\u010dty, schopn\u00e9 zm\u011bnit strategii ze dne na den.<\/p>\n<h2>Krach: FTX a dominov\u00fd efekt<\/h2>\n<p>Prvn\u00ed trhliny se objevily je\u0161t\u011b p\u0159ed FTX. Dne 1. z\u00e1\u0159\u00ed 2022 odstoupila Crypto.com od p\u011btilet\u00e9 smlouvy za 495 milion\u016f dolar\u016f s Ligou mistr\u016f kv\u016fli licen\u010dn\u00edm probl\u00e9m\u016fm ve Velk\u00e9 Brit\u00e1nii, Francii a It\u00e1lii. Pot\u00e9, 11. listopadu 2022, po\u017e\u00e1dala FTX ve Spojen\u00fdch st\u00e1tech o ochranu podle Chapter 11 a p\u0159iznala z\u00e1vazky ve v\u00fd\u0161i 10 a\u017e 50 miliard dolar\u016f.<\/p>\n<p>D\u016fsledky pro sport byly okam\u017eit\u00e9:<\/p>\n<ul>\n<li>Mercedes pozastavil partnerstv\u00ed s FTX je\u0161t\u011b t\u00fd\u017e den a na Velkou cenu Braz\u00edlie odstranil loga z voz\u016f;<\/li>\n<li>v Miami zru\u0161il feder\u00e1ln\u00ed konkurzn\u00ed soud smlouvu o n\u00e1zvu haly, kter\u00e1 se po obdob\u00ed pod jm\u00e9nem Miami-Dade Arena stala Kaseya Center;<\/li>\n<li>v prosinci 2022 ode\u0161el Tezos od Red Bullu s vysv\u011btlen\u00edm, \u017ee smlouva u\u017e neodpov\u00edd\u00e1 jeho strategii;<\/li>\n<li>12. ledna 2023 Ferrari p\u0159ed\u010dasn\u011b ukon\u010dilo smlouvu s Velas, ozn\u00e1menou jen o n\u011bco v\u00edce ne\u017e rok p\u0159edt\u00edm;<\/li>\n<li>v listopadu 2023 byl Cristiano Ronaldo na Florid\u011b za\u017ealov\u00e1n v hromadn\u00e9 \u017ealob\u011b na 1 miliardu dolar\u016f kv\u016fli propagaci NFT od Binance.<\/li>\n<\/ul>\n<p>Psali jsme o tom i v bilanci na\u0161eho \u010dl\u00e1nku o <a href=\"https:\/\/rtrsports.com\/cs\/blog\/the-sports-marketing-in-2022-between-protocols-and-transitions\/\">sportovn\u00edm marketingu v roce 2022<\/a>, kde se obava, \u017ee za velk\u00fdm humbukem je m\u00e1lo obsahu, uk\u00e1zala jako opr\u00e1vn\u011bn\u00e1.<\/p>\n<h2>Od roku 2023 do dne\u0161ka: kdo z\u016fstal a kdo p\u0159i\u0161el<\/h2>\n<p>Odv\u011btv\u00ed nezmizelo, prom\u011bnilo se. N\u011bkter\u00e9 zna\u010dky si svou p\u0159\u00edtomnost udr\u017eely nebo ji pos\u00edlily, jin\u00e9 p\u0159i\u0161ly po krachu s opatrn\u011bj\u0161\u00edmi smlouvami:<\/p>\n<ul>\n<li><strong>Crypto.com<\/strong> se v srpnu 2024 vr\u00e1tila do Ligy mistr\u016f jako prvn\u00ed exkluzivn\u00ed kryptom\u011bnov\u00fd partner sout\u011b\u017ee a v prosinci 2024 prodlou\u017eila smlouvu s Formul\u00ed 1 do roku 2030, v\u010detn\u011b titul\u00e1rn\u00edho sponzorstv\u00ed Velk\u00e9 ceny Miami;<\/li>\n<li><strong>Kraken<\/strong> je kryptom\u011bnov\u00fdm partnerem Williamsu od roku 2023 a v lednu 2026 dlouhodob\u011b prodlou\u017eil smlouvu, s logem na p\u0159edn\u00edm k\u0159\u00eddle FW48;<\/li>\n<li><strong>Coinbase<\/strong> je partnerem Aston Martinu od \u00fanora 2025, se smlouvou placenou celou v USDC, co\u017e je poprv\u00e9, kdy t\u00fdm Formule 1 ozn\u00e1mil platbu ve stablecoinu;<\/li>\n<li><strong>Red Bull<\/strong> se na konci roku 2024 rozlou\u010dil s Bybit a od \u00fanora 2025 je jeho burzovn\u00edm partnerem Gate.io;<\/li>\n<li><strong>OKX<\/strong> z\u016fst\u00e1v\u00e1 u McLarenu, se smlouvou, kter\u00e1 vypr\u0161\u00ed na konci roku 2026, a se speci\u00e1ln\u00edm polepem pro Monzu a Madrid, a od roku 2023 je na ruk\u00e1vu Manchesteru City za v\u00edce ne\u017e 70 milion\u016f dolar\u016f na t\u0159i roky;<\/li>\n<li>v <a href=\"https:\/\/rtrsports.com\/cs\/sponzorstvi-motogp\/\">MotoGP<\/a> byla Bitget v roce 2025 region\u00e1ln\u00edm partnerem \u010dty\u0159 Velk\u00fdch cen: It\u00e1lie, N\u011bmecka, Katal\u00e1nska a Indon\u00e9sie;<\/li>\n<li>v anglick\u00e9m fotbale naopak Tezos v \u010dervnu 2025 opustil Manchester United, i kdy\u017e v sez\u00f3n\u011b 2025\/26 m\u00e1 st\u00e1le t\u0159in\u00e1ct z dvaceti klub\u016f Premier League kryptom\u011bnov\u00e9ho partnera.<\/li>\n<\/ul>\n<p>\u010c\u00edsla popisuj\u00ed zmen\u0161en\u00fd, ale \u017eiv\u00fd trh. Podle SportQuake \u010dinily v\u00fddaje kryptom\u011bnov\u00fdch firem na sportovn\u00ed sponzoring v sez\u00f3n\u011b 2024\/25 565 milion\u016f dolar\u016f, o 20 % v\u00edce ne\u017e p\u0159edchoz\u00ed rok, ale pod vrcholem 685 milion\u016f ze sez\u00f3ny 2022\/23. <a href=\"https:\/\/rtrsports.com\/cs\/vzorec-1-sponzorstvi\/\">Formule 1<\/a> se se 174 miliony stala hlavn\u00ed platformou a Crypto.com se 213 miliony nejv\u011bt\u0161\u00edm investorem.<\/p>\n<h2>Pravidla se zm\u011bnila<\/h2>\n<p>Nejv\u011bt\u0161\u00edm rozd\u00edlem oproti roku 2021 je regulace. V Evropsk\u00e9 unii vstoupilo na\u0159\u00edzen\u00ed MiCA v platnost 29. \u010dervna 2023: pravidla pro stablecoiny se uplat\u0148uj\u00ed od 30. \u010dervna 2024, zbytek od 30. prosince 2024, s p\u0159echodn\u00fdm obdob\u00edm pro poskytovatele slu\u017eeb, kter\u00e9 kon\u010d\u00ed nejpozd\u011bji 1. \u010dervence 2026. Ve Velk\u00e9 Brit\u00e1nii mus\u00ed od 8. \u0159\u00edjna 2023 propagace kryptom\u011bn spl\u0148ovat pravidla FCA, a to i u zahrani\u010dn\u00edch firem, a 3. \u010dervna 2026 FCA varovala fotbalov\u00e9 kluby, aby se neprop\u016fj\u010dovaly ke sponzoringu s nepovolen\u00fdmi finan\u010dn\u00edmi spole\u010dnostmi. U\u017e v roce 2021 britsk\u00fd reklamn\u00ed regul\u00e1tor ASA shledal reklamu na fanou\u0161kovsk\u00e9 tokeny Arsenalu v rozporu s kodexem, proto\u017ee zleh\u010dovala investice do kryptom\u011bn a zneu\u017e\u00edvala nezku\u0161enosti spot\u0159ebitel\u016f. Ve Spojen\u00fdch st\u00e1tech byl nakonec 18. \u010dervence 2025 podeps\u00e1n GENIUS Act, prvn\u00ed feder\u00e1ln\u00ed z\u00e1kon o stablecoinech.<\/p>\n<p>Trh tak\u00e9 z\u016fstal volatiln\u00ed: bitcoin poprv\u00e9 p\u0159ekonal hranici 100 000 dolar\u016f v prosinci 2024, 6. \u0159\u00edjna 2025 dos\u00e1hl historick\u00e9ho maxima p\u0159es 126 000 dolar\u016f a 22. z\u00e1\u0159\u00ed 2026 se pohyboval kolem 86 000 dolar\u016f.<\/p>\n<h2>Co z toho plyne pro ty, kdo se zab\u00fdvaj\u00ed sponzoringem<\/h2>\n<p>P\u0159\u00edb\u011bh kryptom\u011bnov\u00fdch sponzorstv\u00ed je p\u0159\u00edpadovou studi\u00ed u\u017eite\u010dnou daleko za hranicemi odv\u011btv\u00ed. N\u011bkolik praktick\u00fdch ponau\u010den\u00ed:<\/p>\n<ul>\n<li><strong>Due diligence u sponzora je stejn\u011b d\u016fle\u017eit\u00e1 jako u property.<\/strong> Zna\u010dka, kter\u00e1 roste p\u0159\u00edli\u0161 rychle v m\u00e1lo regulovan\u00e9m odv\u011btv\u00ed, s sebou nese reputa\u010dn\u00ed riziko pro t\u00fdm i ostatn\u00ed partnery.<\/li>\n<li><strong>Smlouva mus\u00ed po\u010d\u00edtat s ne\u010dekan\u00fdm.<\/strong> Platebn\u00ed kalend\u00e1\u0159e se z\u00e1lohami, v\u00fdpov\u011bdn\u00ed dolo\u017eky a z\u00e1ruky rozhodly o tom, kdo p\u0159i\u0161el o pen\u00edze a kdo ne. P\u00ed\u0161eme o tom i v na\u0161em \u010dl\u00e1nku o <a href=\"https:\/\/rtrsports.com\/cs\/blog\/sponzorstvi-a-koronavirus-snizovani-dopadu-na-investice-do-sportu\/\">dolo\u017ek\u00e1ch chr\u00e1n\u00edc\u00edch investice do sportu<\/a>.<\/li>\n<li><strong>Pravidla se li\u0161\u00ed trh od trhu.<\/strong> Glob\u00e1ln\u00ed sponzorstv\u00ed mus\u00ed zohlednit, co lze komunikovat v Evrop\u011b, ve Velk\u00e9 Brit\u00e1nii nebo ve Spojen\u00fdch st\u00e1tech, zejm\u00e9na u finan\u010dn\u00edch produkt\u016f.<\/li>\n<li><strong>P\u0159e\u017eije ten, kdo buduje zna\u010dku, ne ten, kdo se veze na bublin\u011b.<\/strong> Z\u016fstala jm\u00e9na, kter\u00e1 vyu\u017eila sport k tomu, aby se stala zn\u00e1m\u00fdmi a d\u016fv\u011bryhodn\u00fdmi, s dlouh\u00fdmi smlouvami a konzistentn\u00edmi aktivacemi, nikoli pro rychlou akci na zviditeln\u011bn\u00ed.<\/li>\n<\/ul>\n<p>Existuje i etick\u00e1 ot\u00e1zka, kterou properties nemohou p\u0159ehl\u00ed\u017eet: p\u0159ehled 30 studi\u00ed publikovan\u00fd v roce 2026 v \u010dasopise Frontiers in Psychiatry zjistil, \u017ee fanou\u0161kovsk\u00e9 tokeny se chovaj\u00ed jako spekulativn\u00ed n\u00e1stroje a \u017ee obchodov\u00e1n\u00ed s kryptom\u011bnami se siln\u011b p\u0159ekr\u00fdv\u00e1 s probl\u00e9mov\u00fdm hr\u00e1\u010dstv\u00edm. Pro t\u00fdm nebo \u0161ampion\u00e1t znamen\u00e1 v\u00fdb\u011br sponzora tak\u00e9 volbu toho, co nab\u00eddne sv\u00fdm fanou\u0161k\u016fm.<\/p>\n<p>Pokud zva\u017eujete sponzorstv\u00ed, a\u0165 u\u017e jako sponzor, nebo jako property, pom\u016f\u017eeme v\u00e1m postavit ho na pevn\u00fdch z\u00e1kladech: <a href=\"https:\/\/rtrsports.com\/cs\/sponzorsky-kontaktni-formular\/\">promluvme si<\/a>.<\/p>\n<p><strong>Zdroje:<\/strong> <a href=\"https:\/\/www.thedrive.com\/news\/39188\/dogecoin-in-nascar-when-a-speedy-shiba-inu-stormed-talladega\" target=\"_blank\" rel=\"noopener\">The Drive, Dogecoin v NASCAR<\/a>; <a href=\"https:\/\/www.cnn.com\/2014\/04\/24\/tech\/web\/nascar-dogecoin-talladega\" target=\"_blank\" rel=\"noopener\">CNN, sb\u00edrka Dogecoinu pro Joshe Wise<\/a>; <a href=\"https:\/\/www.socios.com\/five-years-of-fan-tokens\/\" target=\"_blank\" rel=\"noopener\">Socios, p\u011bt let fanou\u0161kovsk\u00fdch token\u016f<\/a>; <a href=\"https:\/\/www.coinworld.com\/news\/world-coins\/bitcoin-st-petersburg-bowl-ncaa-bowl-games-bowl-championship-series-espn-bitpay-sports-coin-world-virtual-currency.html\" target=\"_blank\" rel=\"noopener\">Coin World, Bitcoin St. Petersburg Bowl<\/a>; <a href=\"https:\/\/www.prnewswire.com\/news-releases\/arsenal-football-club-signs-world-first-cryptocurrency-partnership-with-cashbet-coin-670894013.html\" target=\"_blank\" rel=\"noopener\">PR Newswire, Arsenal a CashBet Coin<\/a>; <a href=\"https:\/\/www.verdict.co.uk\/crypto-super-bowl\/\" target=\"_blank\" rel=\"noopener\">Verdict a GlobalData, kryptom\u011bnov\u00e9 v\u00fddaje ve sportu<\/a>; <a href=\"https:\/\/www.sportspro.com\/news\/nba-teams-sponsorship-revenue-income-2021-22-cryptocurrency\/\" target=\"_blank\" rel=\"noopener\">SportsPro, kryptom\u011bnov\u00e1 sponzorstv\u00ed v NBA<\/a>; <a href=\"https:\/\/www.coindesk.com\/markets\/2021\/03\/24\/crypto-exchange-ftx-secures-naming-rights-for-miami-heat-arena-for-135m\" target=\"_blank\" rel=\"noopener\">CoinDesk, FTX a hala v Miami<\/a>; <a href=\"https:\/\/decrypt.co\/74857\/crypto-com-inks-100-million-partnership-with-formula-1\" target=\"_blank\" rel=\"noopener\">Decrypt, Crypto.com a Formule 1<\/a>; <a href=\"https:\/\/sports.yahoo.com\/ufc-inks-175-million-crypto-104559159.html\" target=\"_blank\" rel=\"noopener\">Yahoo Sports, Crypto.com a UFC<\/a>; <a href=\"https:\/\/www.nba.com\/news\/staples-center-to-be-renamed-crypto-com-arena-beginning-december-25\" target=\"_blank\" rel=\"noopener\">NBA, Crypto.com Arena<\/a>; <a href=\"https:\/\/www.sportspro.com\/news\/sponsorship-marketing\/red-bull-f1-tezos-blockchain-sponsorship-deal\/\" target=\"_blank\" rel=\"noopener\">SportsPro, Tezos a Red Bull<\/a>; <a href=\"https:\/\/www.mclaren.com\/racing\/partners\/okx\/mclaren-racing-announces-okx-a-primary-partner-mclaren-formula-1-team\/\" target=\"_blank\" rel=\"noopener\">McLaren, OKX jako primary partner<\/a>; <a href=\"https:\/\/www.coindesk.com\/business\/2022\/02\/16\/red-bulls-f1-team-signs-150m-sponsorship-deal-with-crypto-exchange-bybit\" target=\"_blank\" rel=\"noopener\">CoinDesk, Bybit a Red Bull<\/a>; <a href=\"https:\/\/www.coindesk.com\/business\/2022\/09\/01\/cryptocom-pulls-plug-on-495m-champions-league-sponsorship-deal-report\" target=\"_blank\" rel=\"noopener\">CoinDesk, Crypto.com a Liga mistr\u016f<\/a>; <a href=\"https:\/\/www.coindesk.com\/policy\/2022\/11\/11\/ftx-files-for-bankruptcy-protections-in-us\" target=\"_blank\" rel=\"noopener\">CoinDesk, bankrot FTX<\/a>; <a href=\"https:\/\/www.racefans.net\/2022\/11\/11\/mercedes-to-remove-ftx-logos-after-suspending-sponsorship-deal\/\" target=\"_blank\" rel=\"noopener\">RaceFans, Mercedes pozastavuje FTX<\/a>; <a href=\"https:\/\/www.cbsnews.com\/news\/miami-heat-kaseya-center-ftx\/\" target=\"_blank\" rel=\"noopener\">CBS News, od FTX Arena ke Kaseya Center<\/a>; <a href=\"https:\/\/www.espn.com\/f1\/story\/_\/id\/35431712\/ferrari-terminate-velas-formula-one-sponsorship-deal\" target=\"_blank\" rel=\"noopener\">ESPN, Ferrari kon\u010d\u00ed s Velas<\/a>; <a href=\"https:\/\/crypto.com\/en\/company-news\/cryptocom-and-uefa-announce-uefa-champions-league-partnership\" target=\"_blank\" rel=\"noopener\">Crypto.com, n\u00e1vrat do Ligy mistr\u016f<\/a>; <a href=\"https:\/\/crypto.com\/en\/company-news\/cryptocom-renews-partnership-with-formula-1-to-2030\" target=\"_blank\" rel=\"noopener\">Crypto.com, prodlou\u017een\u00ed s Formul\u00ed 1 do roku 2030<\/a>; <a href=\"https:\/\/www.williamsf1.com\/articles\/c0faff28-7369-4d6d-9a02-c88d199a4646\/atlassian-williams-f1-team-kraken-renew-long-term-fan-first-partnership\" target=\"_blank\" rel=\"noopener\">Williams, prodlou\u017een\u00ed s Krakenem<\/a>; <a href=\"https:\/\/www.astonmartinf1.com\/en-GB\/news\/announcement\/aston-martin-aramco-announces-partnership-with-coinbase\" target=\"_blank\" rel=\"noopener\">Aston Martin, partnerstv\u00ed s Coinbase<\/a>; <a href=\"https:\/\/www.blackbookmotorsport.com\/news\/red-bull-f1-gate-io-crypto-partner-february-2025\/\" target=\"_blank\" rel=\"noopener\">BlackBook Motorsport, Gate.io a Red Bull<\/a>; <a href=\"https:\/\/www.marketingbrew.com\/stories\/2025\/01\/27\/mclaren-okx-crypto-formula-1-sponsorship\" target=\"_blank\" rel=\"noopener\">Marketing Brew, OKX a McLaren<\/a>; <a href=\"https:\/\/www.mclaren.com\/racing\/formula-1\/2026\/italian-grand-prix\/okx-livery\/\" target=\"_blank\" rel=\"noopener\">McLaren, polep OKX 2026<\/a>; <a href=\"https:\/\/decrypt.co\/146878\/okx-expands-manchester-city-soccer-sponsorship-70-million-deal\" target=\"_blank\" rel=\"noopener\">Decrypt, OKX a Manchester City<\/a>; <a href=\"https:\/\/www.motogp.com\/en\/news\/2025\/06\/21\/bitget-becomes-regional-partner-of-motogp-for-four-gps-in-2025\/752648\" target=\"_blank\" rel=\"noopener\">MotoGP, Bitget jako region\u00e1ln\u00ed partner<\/a>; <a href=\"https:\/\/www.thesponsor.com\/man-united-training-kit-sponsor-loss\/\" target=\"_blank\" rel=\"noopener\">The Sponsor, Tezos a Manchester United<\/a>; <a href=\"https:\/\/protos.com\/chart-every-crypto-sponsor-in-this-years-premier-league\/\" target=\"_blank\" rel=\"noopener\">Protos, kryptom\u011bnov\u00ed sponzo\u0159i Premier League<\/a>; <a href=\"https:\/\/www.sportspro.com\/news\/sports-sponsorship-spend-cryptocurrency-study-sportquake-okx-kraken-coinbase-may-2025\/\" target=\"_blank\" rel=\"noopener\">SportsPro a SportQuake, kryptom\u011bnov\u00e9 v\u00fddaje v sez\u00f3n\u011b 2024\/25<\/a>; <a href=\"https:\/\/www.amf-france.org\/en\/news-publications\/depth\/mica\" target=\"_blank\" rel=\"noopener\">AMF, na\u0159\u00edzen\u00ed MiCA<\/a>; <a href=\"https:\/\/www.fca.org.uk\/publications\/policy-statements\/ps23-6-financial-promotion-rules-cryptoassets\" target=\"_blank\" rel=\"noopener\">FCA, pravidla propagace kryptom\u011bn<\/a>; <a href=\"https:\/\/www.fca.org.uk\/news\/press-releases\/football-clubs-warned-questionable-sponsorship-deals-unauthorised-firms\" target=\"_blank\" rel=\"noopener\">FCA, varov\u00e1n\u00ed fotbalov\u00fdm klub\u016fm<\/a>; <a href=\"https:\/\/www.asa.org.uk\/rulings\/arsenal-football-club-plc-a21-1121873-arsenal-football-club-plc-1.html\" target=\"_blank\" rel=\"noopener\">ASA, rozhodnut\u00ed o Arsenalu<\/a>; <a href=\"https:\/\/www.coindesk.com\/policy\/2025\/07\/18\/trump-signs-genius-act-into-law-the-full-transcript\" target=\"_blank\" rel=\"noopener\">CoinDesk, GENIUS Act<\/a>; <a href=\"https:\/\/www.nbcnews.com\/business\/markets\/bitcoin-100000-rcna181008\" target=\"_blank\" rel=\"noopener\">NBC News, bitcoin nad 100 000 dolar\u016f<\/a>; <a href=\"https:\/\/fortune.com\/article\/price-of-bitcoin-09-22-2026\/\" target=\"_blank\" rel=\"noopener\">Fortune, cena bitcoinu v z\u00e1\u0159\u00ed 2026<\/a>; <a href=\"https:\/\/www.nbcnews.com\/news\/us-news\/cristiano-ronaldo-sued-1-billion-promoting-nfts-crypto-exchange-binanc-rcna127451\" target=\"_blank\" rel=\"noopener\">NBC News, \u017ealoba na Ronalda<\/a>; <a href=\"https:\/\/www.frontiersin.org\/journals\/psychiatry\/articles\/10.3389\/fpsyt.2025.1745490\/full\" target=\"_blank\" rel=\"noopener\">Frontiers in Psychiatry, fanou\u0161kovsk\u00e9 tokeny a probl\u00e9mov\u00e9 hr\u00e1\u010dstv\u00ed<\/a>.<\/p>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>\u010cast\u00e9 ot\u00e1zky o kryptom\u011bnov\u00e9m sponzorstv\u00ed ve sportu<\/b><\/h2>\r\n        \r\n        <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Kdy vzniklo kryptom\u011bnov\u00e9 sponzorstv\u00ed ve sportu?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Prvn\u00ed p\u0159\u00edpady poch\u00e1zej\u00ed z roku 2014: v kv\u011btnu komunita Dogecoinu financovala polep fordu Joshe Wise v NASCAR a v prosinci se hr\u00e1l prvn\u00ed Bitcoin St. Petersburg Bowl, sponzorovan\u00fd spole\u010dnost\u00ed BitPay. Ve fotbale podepsal Arsenal smlouvu s CashBet Coin v roce 2018.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Kolik kryptom\u011bnov\u00e9 firmy utratily ve sportu?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Podle GlobalData vzrostla ro\u010dn\u00ed hodnota nov\u00fdch smluv z 16,9 milionu dolar\u016f v roce 2020 na 607,3 milionu v roce 2021. Podle SportQuake \u010dinily v\u00fddaje v sez\u00f3n\u011b 2024\/25 565 milion\u016f, pod vrcholem 685 milion\u016f ze sez\u00f3ny 2022\/23.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Co se stalo po bankrotu FTX?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>FTX po\u017e\u00e1dala o ochranu podle Chapter 11 dne 11. listopadu 2022. Mercedes pozastavil partnerstv\u00ed je\u0161t\u011b t\u00fd\u017e den, smlouva o hale v Miami byla zru\u0161ena, Tezos ode\u0161el od Red Bullu a Ferrari v lednu 2023 p\u0159ed\u010dasn\u011b ukon\u010dilo smlouvu s Velas.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Jsou ve Formuli 1 st\u00e1le kryptom\u011bnov\u00ed sponzo\u0159i?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Ano. Crypto.com je glob\u00e1ln\u00edm partnerem Formule 1 do roku 2030, Kraken sponzoruje Williams, Coinbase Aston Martin, Gate.io Red Bull a OKX McLaren, se smlouvou, kter\u00e1 vypr\u0161\u00ed na konci roku 2026.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Co by m\u011bla firma posoudit p\u0159ed sponzorstv\u00edm s kryptom\u011bnovou zna\u010dkou?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Finan\u010dn\u00ed s\u00edlu a licence sponzora na jednotliv\u00fdch trz\u00edch, pravidla propagace finan\u010dn\u00edch produkt\u016f v Evrop\u011b, ve Velk\u00e9 Brit\u00e1nii a ve Spojen\u00fdch st\u00e1tech, platebn\u00ed kalend\u00e1\u0159e a v\u00fdpov\u011bdn\u00ed dolo\u017eky a tak\u00e9 reputa\u010dn\u00ed riziko pro property a jej\u00ed fanou\u0161ky.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n\r\n    <\/div>\r\n    \n","protected":false},"excerpt":{"rendered":"<p>Za n\u011bco m\u00e1lo p\u0159es deset let se kryptom\u011bny dostaly od polepu vozu NASCAR zaplacen\u00e9ho online sb\u00edrkou a\u017e ke smlouv\u00e1m za stovky milion\u016f s Formul\u00ed 1, NBA a Ligou mistr\u016f. Pak se zhroutila burza FTX a mnoh\u00e1 z t\u011bch log b\u011bhem n\u011bkolika m\u011bs\u00edc\u016f zmizela. V roce 2026 kryptom\u011bnov\u00e9 sponzorstv\u00ed ve sportu st\u00e1le existuje, ale je to [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":178649,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20230,20229],"tags":[],"class_list":["post-295335","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing","category-sportovni-sponzoring"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Kryptom\u011bnov\u00e9 sponzorstv\u00ed ve sportu: od roku 2014 do 2026<\/title>\n<meta name=\"description\" content=\"Od Dogecoinu v NASCAR po Crypto.com ve Formuli 1, od p\u00e1du FTX po nov\u00e1 pravidla: jak se zm\u011bnilo kryptom\u011bnov\u00e9 sponzorstv\u00ed 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