{"id":296209,"date":"2019-06-25T15:20:59","date_gmt":"2019-06-25T13:20:59","guid":{"rendered":"https:\/\/rtrsports.com\/rozdil-mezi-sponzorstvim-a-partnerstvim-ve-sportu\/"},"modified":"2026-09-18T15:43:38","modified_gmt":"2026-09-18T13:43:38","slug":"rozdil-mezi-sponzorstvim-a-partnerstvim-ve-sportu","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/difference-sponsorship-donation\/","title":{"rendered":"Jak\u00fd Je Rozd\u00edl Mezi Sponzoringem a Darem?"},"content":{"rendered":"

Rozd\u00edl je z\u00e1sadn\u00ed: sponzoring je synallagmatick\u00e1 smlouva, dar je bezplatn\u00fd \u00e1rt. Nejde o dv\u011b varianty t\u00e9ho\u017e gesta, stupn\u011bvan\u00e9 podle \u0161t\u011bdro\u017edr\u00f3ti: jde o n\u00e1stroje, kter\u00e9 se li\u0161\u00ed z pr\u00e1vn\u00edho, da\u0148ov\u00e9ho i strategick\u00e9ho hlediska. Jejich z\u00e1m\u011bna m\u00e1 konkr\u00e9tn\u00ed praktick\u00e9 d\u016fsledky.<\/p>\n\n

Sponzoring: Smlouva s Vz\u00e1jemn\u00fdmi Z\u00e1vazky<\/h2>\n\n

Ve sportovn\u00edm sponzoringu sponzoruj\u00edc\u00ed spole\u010dnost plat\u00ed ur\u010ditou \u010d\u00e1stku (nebo ekvivalentn\u00ed zbo\u017e\u00ed a slu\u017eby) v\u00fdm\u011bnou za konkr\u00e9tn\u00ed protipln\u011bn\u00ed: u\u017e\u00edv\u00e1n\u00ed image a zna\u010dky sponzorovan\u00e9ho, viditelnost na dres\u00e9ch, p\u0159\u00edstup ke komer\u010dn\u00edm prostor\u00e1m, pr\u00e1va na aktivace. Smlouva je synallagmatick\u00e1, co\u017e znamen\u00e1, \u017ee ka\u017ed\u00e1 strana m\u00e1 z\u00e1vazky v\u016f\u010di druh\u00e9. To je pr\u00e1v\u011b bod, kter\u00fd italsk\u00e9 pr\u00e1vo, evropsk\u00e9 pr\u00e1vo a mezin\u00e1rodn\u00ed da\u0148ov\u00e1 praxe pou\u017e\u00edvaj\u00ed k odli\u0161en\u00ed sponzoringu od daru.<\/p>\n\n

P\u0159\u00ednos pro sponzora je proto p\u0159\u00edmo m\u011b\u0159iteln\u00fd: pov\u011bdom\u00ed o zna\u010dce, generov\u00e1n\u00ed B2B lead\u016f, p\u0159\u00edstup k akc\u00edm a hospitality, pr\u00e1va na co-branding. Sponzoring nen\u00ed aktem v\u00edry v\u016f\u010di sportu: je to marketingov\u00e1 investice s o\u010dek\u00e1v\u00e1n\u00edm n\u00e1vratnosti definovan\u00fdm smluvn\u011b.<\/p>\n\n

Dar: Bezplatn\u00fd Akt Bez O\u010dek\u00e1v\u00e1n\u00ed N\u00e1vratu<\/h2>\n\n

Dar je opakem ve v\u0161ech relevantn\u00edch ohledech. D\u00e1rce p\u0159ev\u00e1d\u00ed zdroje bez o\u010dek\u00e1v\u00e1n\u00ed komer\u010dn\u00edho protipln\u011bn\u00ed. Nem\u00e1 vliv na to, jak budou zdroje vyu\u017eity, nez\u00edsk\u00e1v\u00e1 obrazov\u00e1 pr\u00e1va a nem\u016f\u017ee o\u010dek\u00e1vat garantovanou viditelnost. Jedin\u00fdm legitimn\u00edm n\u00e1vratem je reputace, do t\u00e9 m\u00edry, \u017ee je \u010din \u0161t\u011bdro\u017edrosti komunikov\u00e1n. To by v\u0161ak nem\u011blo b\u00fdt prim\u00e1rn\u00edm c\u00edlem, jinak se vstupuje do \u0161ed\u00e9 z\u00f3ny.<\/p>\n\n

Pou\u017e\u00edv\u00e1n\u00ed daru jako marketingov\u00e9ho n\u00e1stroje je nejen eticky sportn\u00e9: je to tak\u00e9 da\u0148ov\u011b probl\u00e9matick\u00e9, proto\u017ee re\u017eimy odpo\u010ditatelnosti stanoven\u00e9 pro dary jsou postaveny na jin\u00fdch p\u0159edpokladech ne\u017e ty, kter\u00e9 ospravedl\u0148uj\u00ed odpo\u010ditatelnost reklam\u00ednch v\u00fddaj\u016f.<\/p>\n\n

Da\u0148ov\u00e9 D\u016fsledky: Kde Se Rozd\u00edl St\u00e1v\u00e1 Konkr\u00e9tn\u00edm<\/h2>\n\n

Logika je ve v\u011bt\u0161in\u011b jurisdikc\u00ed konzistentn\u00ed: sponzoring generuje komer\u010dn\u00ed protipln\u011bn\u00ed (obrazov\u00e1 pr\u00e1va, vstupenky, viditelnost), dar nikoli. Strukturov\u00e1n\u00ed daru s o\u010dek\u00e1v\u00e1n\u00edm komer\u010dn\u00edho n\u00e1vratu m\u016f\u017ee v\u00e9st k jeho da\u0148ov\u00e9 p\u0159eklasifikaci jako reklam\u00ednho v\u00fddaje, se v\u0161emi z toho plynoucmi d\u016fsledky.<\/p>\n\n

V It\u00e1lii jsou sponzorsk\u00e9 p\u0159\u00edsp\u011bvky amatersk\u00fdm sportovn\u00edm subjekt\u016fm (ASD\/SSD p\u0159idru\u017een\u00e9 k CONI) klasifikov\u00e1ny jako pln\u011b odpo\u010ditateln\u00e9 reklam\u00edn v\u00fddaje do 200 000 eur podle \u010dl. 90 L.289\/2002. Dary dobrovolnick\u00fdm organizac\u00edm se \u0159\u00edd\u00ed jin\u00fdmi re\u017eimy. Oba normativn\u00ed r\u00e1mce jsou vz\u00e1jemn\u011b nezam\u011bnit\u00e9ln\u00e9.<\/p>\n\n

Pro\u010d Zmateni P\u0159etrv\u00e1v\u00e1<\/h2>\n\n

Kampan\u011b firemn\u00ed spole\u010densk\u00e9 odpov\u011bdnosti jsou terl\u00e9nem, kde se rozd\u00edl st\u00e1v\u00e1 nejjem\u011bj\u0161\u00edm. Spole\u010dnost podporuj\u00edc\u00ed ml\u00e1de\u017enick\u00fd sportovn\u00ed nadaci m\u016f\u017ee strukturovat dohodu jako dar (bezplatn\u00fd akt, bez obrazov\u00fdch pr\u00e1v, da\u0148ov\u00e9 v\u00fdhody specifick\u00e9 pro dary) nebo jako sponzoring (smlouva s viditelnost\u00ed, komer\u010dn\u00edmi pr\u00e1vy, odpo\u010ditatelnost\u00ed jako reklam\u00edho v\u00fddaje). To jsou r\u016fzn\u00e9 v\u011bci s r\u016fzn\u00fdmi d\u016fsledky. V\u011bdom\u00e1 volba m\u011bn\u00ed podm\u00ednky smlouvy, da\u0148ov\u00e9 zach\u00e1zen\u00ed a vz\u00e1jemn\u00e1 o\u010dek\u00e1v\u00e1n\u00ed.<\/p>\n\n

Sponzoring vs. Dar v Motorsportu<\/h2>\n\n

V \u0161pi\u010dkov\u00e9m motorsportu jako MotoGP<\/a> je to, do \u010deho spole\u010dnosti investuj\u00ed, t\u00e9m\u011b\u0159 v\u017edy pln\u00fd sponzoring: smlouva, kter\u00e1 specifikuje obrazov\u00e1 pr\u00e1va, p\u0159\u00edtomnost na trati, komer\u010dn\u00ed aktivace, hospitality, p\u0159\u00edstup do padoku. Na t\u011bchto \u00farovn\u00edch nen\u00ed m\u00edsto pro s\u00e9mantickou nejednozna\u010dnost: smlouvy jsou podrobn\u00e9, pr\u00e1va specifikov\u00e1na, o\u010dek\u00e1v\u00e1n\u00ed n\u00e1vratnosti formalizov\u00e1na.<\/p>\n\n

Pokud uva\u017eujete o podpo\u0159e sportu nebo atleta, prvn\u00ed ot\u00e1zka je jednoduch\u00e1: co o\u010dek\u00e1v\u00e1te na opl\u00e1tku? Pokud odpov\u011b\u010f zahrnuje viditelnost, komer\u010dn\u00ed pr\u00e1va a marketingov\u00e9 aktivace, jde o sponzoring. Pokud je odpov\u011b\u010f ni\u010d, jde o dar. Dokumenty, smlouvy a da\u0148ov\u00e9 zach\u00e1zen\u00ed mus\u00ed tuto realitu od za\u010d\u00e1tku odr\u00e1\u017eet.<\/p>\n\n

Jak\u00fd je hlavn\u00ed rozd\u00edl mezi sponzoringem a darem?<\/strong>

Sponzoring je synallagmatick\u00e1 smlouva: sponzor plat\u00ed v\u00fdm\u011bnou za konkr\u00e9tn\u00ed protipln\u011bn\u00ed, jako jsou obrazov\u00e1 pr\u00e1va, viditelnost zna\u010dky a komer\u010dn\u00ed aktivace. Dar p\u0159ev\u00e1d\u00ed zdroje bez jak\u00fchkoli komer\u010dn\u00edho o\u010dek\u00e1v\u00e1n\u00ed. Pr\u00e1vn\u00ed a da\u0148ov\u00e9 r\u00e1mce, kter\u00e9 je upravuj\u00ed, jsou z\u00e1sadn\u011b odli\u0161n\u00e9.<\/p><\/div>

M\u016f\u017ee b\u00fdt dar pou\u017eit jako marketingov\u00fd n\u00e1stroj?<\/strong>

Ne bez rizika. Vyu\u017e\u00edv\u00e1n\u00ed daru s o\u010dek\u00e1v\u00e1n\u00edm komer\u010dn\u00edho n\u00e1vratu m\u016f\u017ee vyvolat jeho da\u0148ovou p\u0159eklasifikaci jako reklam\u00ednho v\u00fddaje, co\u017e m\u011bn\u00ed uplatn\u011bn\u00fd re\u017eim. To, co vypad\u00e1 jako dar, ale chov\u00e1 se jako sponzoring, bude jako sponzoring pov\u00e1\u017en\u00e9.<\/p><\/div>

Jak se odli\u0161uje zdan\u011bn\u00ed sponzoringu a daru?<\/strong>

Ve v\u011bt\u0161in\u011b jurisdikc\u00ed se sponzoring pova\u017euje za reklam\u00edn v\u00fddaj (pln\u011b nebo \u010d\u00e1ste\u010dn\u011b odpo\u010ditateln\u00fd), zat\u00edmco dary se \u0159\u00edd\u00ed re\u017eimy specifick\u00fdmi pro dobrovolnick\u00e9 organizace. V It\u00e1lii jsou sponzorsk\u00e9 p\u0159\u00edsp\u011bvky amat\u00e9rsk\u00fdm sportovn\u00edm organizac\u00edm (ASD\/SSD p\u0159idru\u017een\u00e9 k CONI) pln\u011b odpo\u010ditateln\u00e9 a\u017e do 200 000 eur podle \u010dl. 90 L.289\/2002.<\/p><\/div>

V motorsportu jako MotoGP existuj\u00ed sponzoringy nebo dary?<\/strong>

T\u00e9m\u011b\u0159 v\u00fdhradn\u011b sponzoringy. Na \u00farovni \u0161pi\u010dkov\u00e9ho motorsportu je ka\u017ed\u00e1 investice \u0159\u00edzena podrobnou smlouvou, kter\u00e1 specifikuje obrazov\u00e1 pr\u00e1va, viditelnost na trati, komer\u010dn\u00ed aktivace a hospitality. Pro s\u00e9mantickou nejednozna\u010dnost nen\u00ed m\u00edsto.<\/p><\/div>

Co mus\u00ed obsahovat smlouva o sportovn\u00edm sponzoringu?<\/strong>

Smlouva o sportovn\u00edm sponzoringu mus\u00ed specifikovat: protipln\u011bn\u00ed splatn\u00e1 ob\u011bma stranami, dobu trv\u00e1n\u00ed a podm\u00ednky obnoven\u00ed, verifikac\u010fn\u00ed mechanismy pro dohodnutou viditelnost a v\u00fdpov\u011bdn\u00ed klauzule. Bez t\u011bchto prvk\u016f hrozia dohod\u011b da\u0148ov\u00e1 p\u0159eklasifikace jako dar.<\/p><\/div><\/div>","protected":false},"excerpt":{"rendered":"

Rozd\u00edl je z\u00e1sadn\u00ed: sponzoring je synallagmatick\u00e1 smlouva, dar je bezplatn\u00fd \u00e1rt. Nejde o dv\u011b varianty t\u00e9ho\u017e gesta, stupn\u011bvan\u00e9 podle \u0161t\u011bdro\u017edr\u00f3ti: jde o n\u00e1stroje, kter\u00e9 se li\u0161\u00ed z pr\u00e1vn\u00edho, da\u0148ov\u00e9ho i strategick\u00e9ho hlediska. Jejich z\u00e1m\u011bna m\u00e1 konkr\u00e9tn\u00ed praktick\u00e9 d\u016fsledky. Sponzoring: Smlouva s Vz\u00e1jemn\u00fdmi Z\u00e1vazky Ve sportovn\u00edm sponzoringu sponzoruj\u00edc\u00ed spole\u010dnost plat\u00ed ur\u010ditou \u010d\u00e1stku (nebo ekvivalentn\u00ed zbo\u017e\u00ed a […]<\/p>\n","protected":false},"author":14,"featured_media":189394,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12,20026],"tags":[],"class_list":["post-296209","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motogp","category-sponsorizzazioni-sportive"],"acf":[],"contentshake_article_id":"","yoast_head":"\nRozd\u00edl mezi Sponzoringem a Darem | Pr\u016fvodce | RTR Sports<\/title>\n<meta name=\"description\" content=\"Sponzoring je synallagmatick\u00e1 smlouva s m\u011b\u0159iteln\u00fdmi komer\u010dn\u00edmi v\u00fdhody. Dar je bezplatn\u00fd akt. Rozd\u00edl m\u00e1 konkr\u00e9tn\u00ed pr\u00e1vn\u00ed a da\u0148ov\u00e9 d\u016fsledky pro ka\u017edou spole\u010dnost uva\u017euj\u00edc\u00ed o sportovn\u00edch investic\u00edch.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rtrsports.com\/cs\/blog\/difference-sponsorship-donation\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Jak\u00fd Je Rozd\u00edl Mezi Sponzoringem a Darem?\" \/>\n<meta property=\"og:description\" content=\"Sponzoring je synallagmatick\u00e1 smlouva s m\u011b\u0159iteln\u00fdmi komer\u010dn\u00edmi v\u00fdhody. Dar je bezplatn\u00fd akt. 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