{"id":296333,"date":"2025-07-11T12:52:01","date_gmt":"2025-07-11T10:52:01","guid":{"rendered":"https:\/\/rtrsports.com\/sponzorstvi-a-znecisteni-otazka-duslednosti\/"},"modified":"2026-09-09T15:44:08","modified_gmt":"2026-09-09T13:44:08","slug":"sponzorstvi-a-znecisteni-otazka-duslednosti","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/sponzorstvi-a-znecisteni-otazka-duslednosti\/","title":{"rendered":"Sponzoring a zne\u010di\u0161t\u011bn\u00ed: ot\u00e1zka soudr\u017enosti"},"content":{"rendered":"

P\u0159ed lety mi \u0159editel marketingu v\u00fdrobn\u00ed spole\u010dnosti \u0159ekl, \u017ee by nikdy neuva\u017eoval o sponzoringu ve Formuli 1 nebo v MotoGP. D\u016fvod: zne\u010di\u0161t\u011bn\u00ed. \u0158ekl mi to p\u0159i obchodn\u00edm ob\u011bd\u011b v Mil\u00e1n\u011b pot\u00e9, co ujel autem p\u0159ibli\u017en\u011b sto kilometr\u016f, aby se se mnou setkal. Ovoce, kter\u00e9 n\u00e1m bylo pod\u00e1v\u00e1no, poch\u00e1zelo, jak jsem zjistil od \u010d\u00ed\u0161n\u00edka, z Jihoafrick\u00e9 republiky a Chile.<\/p>\n

Nekomentoval jsem to. Ale toto setk\u00e1n\u00ed mi z\u016fstalo v pam\u011bti, proto\u017ee t\u00e9m\u011b\u0159 dokonale shrnuje probl\u00e9m, s n\u00edm\u017e se mnoho zna\u010dek pot\u00fdk\u00e1, kdy\u017e se p\u0159ibli\u017euj\u00ed k motorsportu: nen\u00ed to ot\u00e1zka zne\u010di\u0161t\u011bn\u00ed v absolutn\u00edm smyslu. Je to ot\u00e1zka soudr\u017enosti. A v roce 2025 se soudr\u017enost stala nejkriti\u010dt\u011bj\u0161\u00ed prom\u011bnnou pro jakoukoli zna\u010dku, kter\u00e1 chce vybudovat v\u011brohodn\u00e9 ESG pozicionov\u00e1n\u00ed bez vystaven\u00ed se riziku greenwashingu.<\/p>\n

Paradox Aramco: \u010destn\u011bj\u0161\u00ed, ne\u017e se zd\u00e1<\/h2>\n

V roce 2021 podepsala Formula 1 sponzorskou smlouvu s Aramco, nejv\u011bt\u0161\u00ed ropnou spole\u010dnost\u00ed na sv\u011bt\u011b. Reakce byla p\u0159edv\u00eddateln\u00e1: sportswashing, pokrytectv\u00ed, zrada klimatick\u00fdch c\u00edl\u016f. Greenpeace opakovan\u011b c\u00edlil na p\u0159\u00edtomnost sponzor\u016f spojen\u00fdch s fosiln\u00edmi palivy v paddocku Formule 1.<\/p>\n

Existuje v\u0161ak jin\u00e1 interpretace, a ta je d\u016fle\u017eit\u00e1, pokud chceme skute\u010dn\u011b pochopit sm\u011br, kam motorsport m\u00ed\u0159\u00ed. Aramco a Shell jsou p\u0159esn\u011b typ spole\u010dnost\u00ed, kter\u00e9 by m\u011bly sed\u011bt u stolu energetick\u00e9 transformace v motorsportu \u2014 proto\u017ee jsou to ty, kter\u00e9 financuj\u00ed v\u00fdzkum syntetick\u00fdch paliv. Palivo 100% udr\u017eiteln\u00e9, kter\u00e9 Formula 1<\/a> p\u0159ijme od sez\u00f3ny 2026, je p\u0159\u00edm\u00fdm produktem t\u011bchto partnerstv\u00ed. Nen\u00ed to tiskov\u00e1 zpr\u00e1va. Je to technick\u00e1 specifikace ov\u011b\u0159en\u00e1 FIA, p\u0159ijat\u00e1 v\u0161emi v\u00fdrobci pohonn\u00fdch jednotek \u2014 Ferrari, Mercedes, Honda, Renault \u2014 a ov\u011b\u0159iteln\u00e1 ve sportovn\u00edch p\u0159edpisech.<\/p>\n

P\u0159elo\u017eeno do obchodn\u00edho jazyka: stejn\u00fd pr\u016fmysl, kter\u00fd je obvi\u0148ov\u00e1n ze zne\u010di\u0161\u0165ov\u00e1n\u00ed, plat\u00ed za v\u00fdvoj technologie, kter\u00e1 ho m\u016f\u017ee u\u010dinit zastaral\u00fdm. Tomu se \u0159\u00edk\u00e1 pr\u016fmyslov\u00e1 transformace, nikoli greenwashing. Toto rozli\u0161en\u00ed je d\u016fle\u017eit\u00e9 a CMO, kte\u0159\u00ed ho ignoruj\u00ed, riskuj\u00ed ztr\u00e1tu jednoho z nejd\u016fv\u011bryhodn\u011bj\u0161\u00edch narativ\u016f udr\u017eitelnosti dostupn\u00fdch dnes na trhu.<\/p>\n

\u010c\u00edsla, kter\u00e1 jsou z\u0159\u00eddkakdy citov\u00e1na<\/h2>\n

Environment\u00e1ln\u00ed stopa Formule 1 \u2014 z\u00e1vody, logistika, paddock, pohostinstv\u00ed, t\u00fdmov\u00e9 operace \u2014 byla samotnou F1 kvantifikov\u00e1na na p\u0159ibli\u017en\u011b 256 551 tun ekvivalentu CO\u2082 za sez\u00f3nu, podle zpr\u00e1vy o udr\u017eitelnosti zve\u0159ejn\u011bn\u00e9 v roce 2023. Tento \u00fadaj zahrnuje leteckou dopravu cel\u00e9ho cirkusu a mezikontinent\u00e1ln\u00ed logistiku t\u00fdm\u016f.<\/p>\n

Pro zasazen\u00ed do kontextu: glob\u00e1ln\u00ed pr\u016fmysl komer\u010dn\u00edho letectv\u00ed produkuje p\u0159ibli\u017en\u011b 800 milion\u016f tun CO\u2082 ro\u010dn\u011b. Textiln\u00ed a m\u00f3dn\u00ed pr\u016fmysl je podle odhad\u016f UNEP zodpov\u011bdn\u00fd za p\u0159ibli\u017en\u011b 10 % glob\u00e1ln\u00edch pr\u016fmyslov\u00fdch emis\u00ed \u2014 v\u00edce ne\u017e ve\u0161ker\u00e9 letectv\u00ed a n\u00e1mo\u0159n\u00ed doprava dohromady. Produkce hov\u011bz\u00edho masa emituje podle FAO p\u0159ibli\u017en\u011b 7,1 miliardy tun ekvivalentu CO\u2082 ro\u010dn\u011b.<\/p>\n

Tato \u010d\u00edsla motorsport neospravedl\u0148uj\u00ed: zasazuj\u00ed ho do kontextu. Kdo pou\u017e\u00edv\u00e1 environment\u00e1ln\u00ed dopad Formule 1 nebo MotoGP<\/a> jako argument pro nesponzorov\u00e1n\u00ed t\u011bchto s\u00e9ri\u00ed, pou\u017e\u00edv\u00e1 odkaz vytr\u017een\u00fd z kontextu, aby ospravedlnil v\u00fdb\u011br, kter\u00fd pravd\u011bpodobn\u011b m\u00e1 jin\u00e9 d\u016fvody. A pr\u00e1v\u011b tato nesoudr\u017enost \u2014 nikoli motorsport \u2014 vytv\u00e1\u0159\u00ed probl\u00e9my s ESG pozicionov\u00e1n\u00edm.<\/p>\n

Na transforma\u010dn\u00ed front\u011b: MotoGP ozn\u00e1milo p\u0159ijet\u00ed 40 % certifikovan\u00fdch udr\u017eiteln\u00fdch paliv v roce 2024, s cestovn\u00ed mapou k 100 % do roku 2027. Honda a Yamaha investuj\u00ed do v\u00fdvoje elektrick\u00fdch prototyp\u016f pro p\u0159\u00edpravn\u00e9 kategorie. Jsou to ov\u011b\u0159iteln\u00e9 pr\u016fmyslov\u00e9 z\u00e1vazky, nikoli prohl\u00e1\u0161en\u00ed o principech.<\/p>\n

T\u0159i chyby, kter\u00e9 zna\u010dky opakovan\u011b d\u011blaj\u00ed<\/h2>\n

Identifikoval jsem t\u0159i opakuj\u00edc\u00ed se chyby u vedouc\u00edch pracovn\u00edk\u016f marketingu, kte\u0159\u00ed \u010del\u00ed ot\u00e1zce ESG v motorsportu. Cituji je ne proto, abych je odsoudil \u2014 vid\u011bl jsem je d\u011blat i u partner\u016f s d\u016fle\u017eit\u00fdmi sponzorsk\u00fdmi portfolii a zaveden\u00fdmi kompetencemi.<\/p>\n

Prvn\u00ed chybou je odm\u00edtnut\u00ed motorsportu z ekologick\u00fdch d\u016fvod\u016f p\u0159i sou\u010dasn\u00e9m udr\u017eov\u00e1n\u00ed portfolia sponzoringu ve sportech stejn\u011b energeticky n\u00e1ro\u010dn\u00fdch a logisticky zat\u00ed\u017een\u00fdch. Evropsk\u00fd fotbal m\u00e1 obrovskou logistickou stopu: t\u00fddenn\u00ed charterov\u00e9 lety, mezin\u00e1rodn\u00ed turnaje, t\u00fdmy urazuj\u00edc\u00ed des\u00edtky tis\u00edc kilometr\u016f za sez\u00f3nu. Viditelnost probl\u00e9mu nen\u00ed \u00fam\u011brn\u00e1 jeho rozsahu \u2014 motorsport je viditeln\u00fd a proto se dost\u00e1v\u00e1 pod lupu. Ale viditelnost a dopad nejsou tot\u00e9\u017e.<\/p>\n

Druhou chybou je fas\u00e1dov\u00fd greenwashing: partnerstv\u00ed s t\u00fdmem nebo s\u00e9ri\u00ed motorsportu a omezen\u00ed se na komunikaci „zelen\u00e9ho“ z\u00e1vazku \u0161ampion\u00e1tu bez integrace tohoto narativu do vlastn\u00ed produktov\u00e9 strategie nebo dodavatelsk\u00e9ho \u0159et\u011bzce. Pokud syntetick\u00e1 paliva F1 nemaj\u00ed nic spole\u010dn\u00e9ho s t\u00edm, co zna\u010dka vyr\u00e1b\u00ed nebo prod\u00e1v\u00e1, sd\u011blen\u00ed je pr\u00e1zdn\u00e9. Je\u0161t\u011b h\u016f\u0159e: je kontraproduktivn\u00ed, proto\u017ee zvy\u0161uje riziko kritick\u00e9 expozice \u2014 ze strany m\u00e9di\u00ed, ratingov\u00fdch agentur ESG nebo aktivist\u016f \u2014 ani\u017e by budovalo cokoli re\u00e1ln\u00e9ho.<\/p>\n

T\u0159et\u00ed chybou je \u010dek\u00e1n\u00ed. V roce 2025 hlavn\u00ed ESG ratingov\u00e9 agentury \u2014 Sustainalytics, MSCI ESG, CDP \u2014 aktivn\u011b hodnot\u00ed sportovn\u00ed partnerstv\u00ed kotovan\u00fdch zna\u010dek jako sou\u010d\u00e1st anal\u00fdzy reputa\u010dn\u00edho rizika. Sponzorsk\u00e1 smlouva s nemovitost\u00ed, kter\u00e1 nem\u00e1 ov\u011b\u0159itelnou mapu drogovou udr\u017eiteln\u00e9ho rozvoje, m\u016f\u017ee negativn\u011b ovlivnit sk\u00f3re ESG s efekty na n\u00e1klady kapit\u00e1lu a burzovn\u00ed ocen\u011bn\u00ed. To u\u017e nen\u00ed ot\u00e1zka komunikace: je to ot\u00e1zka spr\u00e1vy.<\/p>\n

Jak vybudovat soudr\u017en\u00fd ESG narativ v motorsportu<\/h2>\n

Neexistuje univerz\u00e1ln\u00ed vzorec, ale existuje metoda. Ta, kterou pou\u017e\u00edv\u00e1me se sv\u00fdmi klienty, vych\u00e1z\u00ed v\u017edy ze stejn\u00e9ho bodu: ov\u011b\u0159en\u00ed souladu mezi hodnotami zna\u010dky a hodnotami nemovitosti p\u0159ed zah\u00e1jen\u00edm jak\u00fdchkoli obchodn\u00edch jedn\u00e1n\u00ed.<\/p>\n

Pokud zna\u010dka p\u016fsob\u00ed v sektoru obnoviteln\u00fdch energi\u00ed nebo energetick\u00e9 \u00fa\u010dinnosti, partnerstv\u00ed s t\u00fdmem, kter\u00fd intern\u011b vyv\u00edj\u00ed \u0159e\u0161en\u00ed pro rekuperaci energie \u2014 jako se tomu d\u011bje v hybridn\u00edch syst\u00e9mech ERS Formule 1 \u2014 m\u00e1 vnit\u0159n\u00ed soudr\u017enost, kter\u00e1 nevy\u017eaduje slo\u017eit\u00e1 vysv\u011btlen\u00ed. Narativ se p\u00ed\u0161e s\u00e1m, pokud je integrace skute\u010dn\u00e1, a ne pouze grafick\u00e1.<\/p>\n

Pokud zna\u010dka p\u016fsob\u00ed v pr\u016fmyslov\u00e9m B2B a p\u0159ech\u00e1z\u00ed na v\u00fdrobn\u00ed procesy s ni\u017e\u0161\u00edm environment\u00e1ln\u00edm dopadem, partnerstv\u00ed s t\u00fdmem F1, kter\u00fd aktivn\u011b komunikuje svou mapu drogovou udr\u017eiteln\u00fdch paliv, m\u016f\u017ee b\u00fdt naprosto soudr\u017en\u00e9 \u2014 za podm\u00ednky, \u017ee tento narativ je integrov\u00e1n do komunikace zna\u010dky a nen\u00ed omezen na tiskovou zpr\u00e1vu o smlouv\u011b.<\/p>\n

T\u0159i ot\u00e1zky, kter\u00e9 je t\u0159eba polo\u017eit p\u0159ed podpisem jak\u00e9koli smlouvy v motorsportu, kdy\u017e je ot\u00e1zka ESG pro p\u0159edstavenstvo relevantn\u00ed:<\/p>\n

Za prv\u00e9: m\u00e1 nemovitost ov\u011b\u0159itelnou a ve\u0159ejn\u011b p\u0159\u00edstupnou mapu drogovou udr\u017eiteln\u00e9ho rozvoje? Ne obecn\u00e9 prohl\u00e1\u0161en\u00ed o z\u00e1m\u011brech, ale pl\u00e1n s miln\u00edky a m\u011b\u0159iteln\u00fdmi ukazateli. Formula 1 Net Zero Carbon 2030 existuje jako dokument. Pl\u00e1n dekarbonizace MotoGP je ve\u0159ejn\u00fd. Jsou to skute\u010dn\u00e9 z\u00e1klady, na nich\u017e lze vybudovat dlouhodob\u00fd narativ.<\/p>\n

Za druh\u00e9: m\u016f\u017ee produkt nebo slu\u017eba zna\u010dky v\u011brohodn\u011b dialogovat s touto mapou drogovou? Pokud odpov\u011b\u010f vy\u017eaduje p\u0159\u00edli\u0161 mnoho narativn\u00edch akrobaci\u00ed, aby se stala kladnou, ESG riziko p\u0159evy\u0161uje p\u0159\u00ednos viditelnosti. V takov\u00e9m p\u0159\u00edpad\u011b stoj\u00ed za to prozkoumat jin\u00e9 nemovitosti \u2014 nebo nejprve pracovat na produktu.<\/p>\n

Za t\u0159et\u00ed: je zna\u010dka ochotna d\u011blat v\u00edce ne\u017e jen se objevit? Technologick\u00e1 integrace \u2014 spole\u010dn\u00fd v\u00fdzkum a v\u00fdvoj, dodavatelsk\u00fd \u0159et\u011bzec, co-branding na konkr\u00e9tn\u00edch komponentech \u2014 buduje p\u0159\u00edb\u011bh soudr\u017enosti, kter\u00fd samotn\u00e9 logo na barevn\u00e9m sch\u00e9matu nem\u016f\u017ee vybudovat. Koupit software b\u011b\u017e\u00edc\u00ed ve v\u00fdrob\u011b, nikoli demo pro keynote: pr\u00e1v\u011b tento rozd\u00edl odd\u011bluje v\u011brohodn\u00e9 ESG partnerstv\u00ed od obrazov\u00e9ho sdru\u017een\u00ed.<\/p>\n

Soudr\u017enost je odpov\u011bd\u00ed, nikoli vetem<\/h2>\n

\u0158editel marketingu, se kter\u00fdm jsem p\u0159ed lety ob\u011bdoval, nechyboval t\u00edm, \u017ee vznesl environment\u00e1ln\u00ed ot\u00e1zku. Chyboval t\u00edm, \u017ee ji pova\u017eoval za absolutn\u00ed veto nam\u00edsto prom\u011bnn\u00e9, kterou je t\u0159eba \u0159\u00eddit s metodou.<\/p>\n

V roce 2025 jsou to pr\u00e1v\u011b ty zna\u010dky, kter\u00e9 buduj\u00ed nejd\u016fv\u011bryhodn\u011bj\u0161\u00ed ESG narativy v motorsportu, kter\u00e9 se tomuto odv\u011btv\u00ed nevyh\u00fdbaly z ekologick\u00e9ho sv\u011bdom\u00ed. Jsou to ty, kter\u00e9 vyjednaly smlouvy s dolo\u017ekami skute\u010dn\u00e9 technologick\u00e9 integrace, kter\u00e9 propojily svou viditelnost na trati s vlastn\u00ed mapou drogovou produkt\u016f a kter\u00e9 si vybraly spr\u00e1vnou nemovitost \u2014 ne nutn\u011b nejv\u011bt\u0161\u00ed nebo nejviditeln\u011bj\u0161\u00ed, ale tu, jej\u00ed\u017e cesta transformace dialogovala s jejich vlastn\u00ed.<\/p>\n

Pokud hodnot\u00edte sponzoring v motorsportu a ot\u00e1zka soudr\u017enosti v\u00e1s znepokojuje, tato obava je opr\u00e1vn\u011bn\u00e1. Ale odpov\u011bd\u00ed nen\u00ed z\u016fstat venku. Je to vstoupit se spr\u00e1vn\u00fdmi ot\u00e1zkami.<\/p>\n

Soudr\u017enost se nedeklaruje. Buduje se. V\u017edy.<\/p>\n

S pozdravem,
Riccardo Taf\u00e0 \u2014 Gener\u00e1ln\u00ed \u0159editel, RTR Sports Marketing<\/p>\n\n

Nej\u010dast\u011bj\u0161\u00ed dotazy<\/h2>\n
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Nej\u010dast\u011bj\u0161\u00ed dotazy<\/b><\/h2>\r\n \r\n
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\r\n Je sponzoring motorsportu kompatibiln\u00ed se strategi\u00ed ESG?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n Je smlouva Aramco s F1 greenwashing?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Jak\u00e1 je skute\u010dn\u00e1 environment\u00e1ln\u00ed stopa Formule 1?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n Jak\u00fdm chyb\u00e1m by se zna\u010dky m\u011bly vyhnout p\u0159i p\u0159\u00edstupu k ESG v motorsportu?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n Jak vybrat spr\u00e1vnou motorsportovou nemovitost pro v\u011brohodnou ESG strategii?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n \r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

P\u0159ed lety mi \u0159editel marketingu v\u00fdrobn\u00ed spole\u010dnosti \u0159ekl, \u017ee by nikdy neuva\u017eoval o sponzoringu ve Formuli 1 nebo v MotoGP. D\u016fvod: zne\u010di\u0161t\u011bn\u00ed. \u0158ekl mi to p\u0159i obchodn\u00edm ob\u011bd\u011b v Mil\u00e1n\u011b pot\u00e9, co ujel autem p\u0159ibli\u017en\u011b sto kilometr\u016f, aby se se mnou setkal. Ovoce, kter\u00e9 n\u00e1m bylo pod\u00e1v\u00e1no, poch\u00e1zelo, jak jsem zjistil od \u010d\u00ed\u0161n\u00edka, z Jihoafrick\u00e9 […]<\/p>\n","protected":false},"author":14,"featured_media":190786,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20229],"tags":[],"class_list":["post-296333","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-sponzoring"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSponzoring a zne\u010di\u0161t\u011bn\u00ed: soudr\u017enost ESG v motorsportu | RTR Sports<\/title>\n<meta name=\"description\" content=\"Greenwashing nebo soudr\u017enost ESG? 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