{"id":298222,"date":"2018-05-11T10:45:47","date_gmt":"2018-05-11T08:45:47","guid":{"rendered":"https:\/\/rtrsports.com\/co-je-to-vecny-sponzoring-nebo-barterovy-sponzoring\/"},"modified":"2026-09-09T18:42:32","modified_gmt":"2026-09-09T16:42:32","slug":"co-je-to-vecny-sponzoring-nebo-barterovy-sponzoring","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/sponsorship-in-kind-barter\/","title":{"rendered":"Co je sponzoring v natu\u0159e nebo barterov\u00fd sponzoring?"},"content":{"rendered":"

Kdy\u017e se mluv\u00ed o sportovn\u00edm sponzoringu, t\u00e9m\u011b\u0159 ka\u017ed\u00fd si p\u0159edstav\u00ed jednoduchou transakci: zna\u010dka zaplat\u00ed, t\u00fdm zobraz\u00ed logo. Pen\u00edze v\u00fdm\u011bnou za viditelnost. Konec p\u0159\u00edb\u011bhu. Realita trhu je mnohem zaj\u00edmav\u011bj\u0161\u00ed \u2014 a flexibiln\u011bj\u0161\u00ed \u2014 ne\u017e tento jednoduch\u00fd obraz.<\/p>\n

V\u011bcn\u00fd sponzoring, zn\u00e1m\u00fd tak\u00e9 jako value in kind<\/em> (VIK) nebo barterov\u00fd sponzoring, existuje ji\u017e des\u00edtky let a je struktur\u00e1ln\u011b zabudov\u00e1n do smluv t\u00fdm\u016f jako Scuderia Ferrari, Mercedes-AMG F1 a Ducati MotoGP. Nen\u00ed to zkratka pro ty, kte\u0159\u00ed nemaj\u00ed rozpo\u010det. Jde o partnersk\u00fd mechanismus, kter\u00fd funguje, kdy\u017e aktiva p\u0159iv\u00e1d\u011bn\u00e1 zna\u010dkou maj\u00ed skute\u010dnou, m\u011b\u0159itelnou a relevantn\u00ed hodnotu pro t\u00fdm.<\/p>\n

Co je v\u011bcn\u00fd sponzoring (nebo value in kind)?<\/h2>\n

V\u011bcn\u00fd sponzoring je dohoda, p\u0159i n\u00ed\u017e sponzor z\u00edsk\u00e1v\u00e1 stejn\u00e1 marketingov\u00e1 pr\u00e1va jako u tradi\u010dn\u00edho sponzoringu \u2014 logo na voze, p\u0159\u00edstup k hospitalit\u011b, obrazov\u00e9 licence, digit\u00e1ln\u00ed viditelnost \u2014 ale protipln\u011bn\u00ed nen\u00ed (nebo nen\u00ed pouze) pen\u011b\u017en\u00e9. Platba prob\u00edh\u00e1 zcela nebo z\u010d\u00e1sti prost\u0159ednictv\u00edm produkt\u016f nebo slu\u017eeb, kter\u00e9 t\u00fdm chce p\u0159ij\u00edmat.<\/p>\n

P\u0159elo\u017eeno do obchodn\u00edho jazyka: m\u00edsto p\u0159evodu stovek tis\u00edc eur na bankovn\u00ed \u00fa\u010det dodavatelsk\u00e1 spole\u010dnost poskytuje sv\u016fj produkt nebo slu\u017ebu t\u00fdmu za dohodnutou hodnotu. T\u00fdm na tom buduje sv\u016fj dodavatelsk\u00fd \u0159et\u011bzec. Spole\u010dnost z\u00edsk\u00e1v\u00e1 viditelnost a pr\u00e1va. Ob\u011b strany registruj\u00ed hodnotu \u2014 skute\u010dnou, konkr\u00e9tn\u00ed, m\u011b\u0159itelnou.<\/p>\n

Barter nezmizelo se st\u0159edov\u011bkem. Jednodu\u0161e se stalo sofistikovan\u011bj\u0161\u00edm.<\/p>\n

Jak to funguje v nejlep\u0161\u00edm motorsportu: t\u0159i re\u00e1ln\u00e9 p\u0159\u00edklady<\/h2>\n

Nejlep\u0161\u00ed motorsport \u2014 Formule 1, MotoGP, WEC \u2014 poskytuje nejjasn\u011bj\u0161\u00ed p\u0159\u00edpadov\u00e9 studie, proto\u017ee p\u0159edn\u00ed t\u00fdmy funguj\u00ed jako spole\u010dnosti za stovky milion\u016f eur s komplexn\u00edm a n\u00e1kladn\u00fdm dodavatelsk\u00fdm \u0159et\u011bzcem.<\/p>\n

Petronas a Mercedes-AMG F1.<\/strong> PETRONAS je titul\u00e1rn\u00edm sponzorem t\u00fdmu se s\u00eddlem v Brackley od roku 2010: n\u00e1zev malajsk\u00e9 spole\u010dnosti je sou\u010d\u00e1st\u00ed samotn\u00e9 zna\u010dky t\u00fdmu. Ale Petronas nep\u0159in\u00e1\u0161\u00ed jen \u0161ek. P\u0159in\u00e1\u0161\u00ed paliva a maziva spoluvyv\u00edjen\u00e1 s technick\u00fdm odd\u011blen\u00edm Mercedesu. Chemick\u00e9 formulace optimalizovan\u00e9 pro hybridn\u00ed pohonnou jednotku Mercedesu p\u0159isp\u011bly k osmi po sob\u011b jdouc\u00edm mistrovstv\u00edm konstrukt\u00e9r\u016f mezi lety 2014 a 2021. Dohoda Petronas je hybridn\u00ed z definice: z\u010d\u00e1sti hotovost, z\u010d\u00e1sti vysoce hodnotn\u00fd technick\u00fd produkt. Ani jedna strana by nem\u011bla smlouvu, kterou m\u00e1, bez t\u00e9 druh\u00e9.<\/p>\n

Shell a jeho dvojit\u00e1 p\u0159\u00edtomnost v F1 a MotoGP.<\/strong> Shell je technick\u00fdm partnerem Scuderia Ferrari ve Formule 1, dohoda pokr\u00fdvaj\u00edc\u00ed na m\u00edru vyroben\u00e1 paliva a maziva pro pohonnou jednotku Ferrari. Paraleln\u011b Shell spolupracuje s Ducati v MotoGP. Dva \u0161ampion\u00e1ty, dva italsk\u00e9 t\u00fdmy, konzistentn\u00ed positioning: na\u0161e produkty jezd\u00ed v nejn\u00e1ro\u010dn\u011bj\u0161\u00edch motorech na sv\u011bt\u011b. To je sd\u011blen\u00ed, kter\u00e9 nelze vybudovat pouh\u00fdm placen\u00edm reklamy v odborn\u00e9m \u010dasopise.<\/p>\n

DHL a logistika jako value in kind.<\/strong> DHL je glob\u00e1ln\u00edm logistick\u00fdm partnerem Formule 1 od roku 2004, se smlouvou obnovenou v roce 2024. DHL nep\u0159in\u00e1\u0161\u00ed F1 jen pen\u00edze: spravuje p\u0159epravu v\u00edce ne\u017e 1 500 tun materi\u00e1lu p\u0159es 24 okruh\u016f sv\u011btov\u00e9ho kalend\u00e1\u0159e a koordinuje operace mezi kontinenty. Jde o slu\u017ebu, kterou F1 nezbytn\u011b pot\u0159ebuje; DHL ji poskytuje jako sou\u010d\u00e1st dohody. Za to: glob\u00e1ln\u00ed viditelnost a pov\u011bst spr\u00e1vce logistiky nejslo\u017eit\u011bj\u0161\u00edho motorsportov\u00e9ho cirkusu na sv\u011bt\u011b.<\/p>\n

Kdy v\u011bcn\u00fd sponzoring funguje \u2014 a kdy ne<\/h2>\n

Mus\u00edm b\u00fdt v tomto bod\u011b p\u0159\u00edm\u00fd, proto\u017ee VIK je p\u0159\u00edli\u0161 \u010dasto navrhov\u00e1n jako univerz\u00e1ln\u00ed \u0159e\u0161en\u00ed, p\u0159esto\u017ee j\u00edm nen\u00ed.<\/p>\n

Funguje, kdy\u017e jsou t\u0159i podm\u00ednky spln\u011bny sou\u010dasn\u011b. Za prv\u00e9: t\u00fdm m\u00e1 skute\u010dnou pot\u0159ebu dan\u00e9ho produktu nebo slu\u017eby \u2014 nikoli teoretickou, ale provozn\u00ed. Za druh\u00e9: tr\u017en\u00ed hodnota produktu nebo slu\u017eby je ur\u010diteln\u00e1 a ekvivalentn\u00ed nab\u00edzen\u00fdm marketingov\u00fdm aktiv\u016fm. Bartery, kter\u00e9 se \u010d\u00edseln\u011b nevyva\u017euj\u00ed, se po prvn\u00edm obnoven\u00ed rozpadnou. Za t\u0159et\u00ed: zna\u010dka vstupuj\u00edc\u00ed do VIK m\u00e1 ov\u011b\u0159itelnou historii produktu ve sportovn\u00edm kontextu \u2014 tvrzen\u00ed, \u017ee na\u0161e materi\u00e1ly z\u00e1vod\u00ed ve Formule 1, plat\u00ed jen tehdy, je-li pravdiv\u00e9 a dolo\u017eiteln\u00e9.<\/p>\n

Nefunguje, kdy\u017e je VIK vyu\u017e\u00edv\u00e1n jako argument ke sn\u00ed\u017een\u00ed n\u00e1klad\u016f sponzoringu bez p\u0159in\u00e1\u0161en\u00ed skute\u010dn\u00e9 hodnoty t\u00fdmu. Podle m\u00e9ho n\u00e1zoru je to nejb\u011b\u017en\u011bj\u0161\u00ed chyba: zna\u010dka navrhuje VIK nikoli proto, \u017ee m\u00e1 n\u011bco u\u017eite\u010dn\u00e9ho nab\u00eddnout, ale proto, \u017ee nem\u00e1 dostate\u010dnou likviditu. P\u0159edn\u00ed t\u00fdmy to okam\u017eit\u011b pochop\u00ed \u2014 a odm\u00edtnou.<\/p>\n

Jak sestavit smlouvu o v\u011bcn\u00e9m sponzoringu<\/h2>\n

Pokud zna\u010dka spl\u0148uje v\u00fd\u0161e popsan\u00e9 podm\u00ednky, struktura se \u0159\u00edd\u00ed p\u0159esnou logikou. T\u0159i provozn\u00ed kroky.<\/p>\n

Prvn\u00edm je ocen\u011bn\u00ed produktu nebo slu\u017eby: je pot\u0159eba dolo\u017eiteln\u00e1 cen\u00edkov\u00e1 cena, ov\u011b\u0159iteln\u00e9 v\u00fdrobn\u00ed n\u00e1klady a ide\u00e1ln\u011b tr\u017en\u00ed benchmark. Bez t\u011bchto \u010d\u00edsel \u017e\u00e1dn\u00fd finan\u010dn\u00ed \u0159editel t\u00fdmu nepodep\u00ed\u0161e.<\/p>\n

Druh\u00fdm je mapov\u00e1n\u00ed marketingov\u00fdch aktiv: ka\u017ed\u00e9 sponzorsk\u00e9 pr\u00e1vo m\u00e1 odhadnutelnou hodnotu \u2014 medi\u00e1ln\u00ed hodnotu, brand recall, hospitalitu, licence. Vyjedn\u00e1v\u00e1n\u00ed VIK je v\u017edy cvi\u010den\u00edm v sla\u010fov\u00e1n\u00ed dvou ocen\u011bn\u00ed.<\/p>\n

T\u0159et\u00edm je smluvn\u00ed struktura: smlouvy VIK \u010dasto zahrnuj\u00ed hotovostn\u00ed slo\u017eku a v\u011bcnou slo\u017eku. Dohoda na 60 procent VIK a 40 procent hotovosti je b\u011b\u017en\u00e1, zejm\u00e9na v po\u010d\u00e1te\u010dn\u00edch f\u00e1z\u00edch vztahu s novou vlastnost\u00ed.<\/p>\n

Pro strukturovan\u00e9 poradenstv\u00ed ohledn\u011b uzav\u0159en\u00ed takov\u00e9 dohody s t\u00fdmem MotoGP<\/a> nebo Formule 1<\/a> n\u00e1s kontaktujte: spole\u010dn\u011b analyzujeme proveditelnost operace value in kind v nejlep\u0161\u00edm motorsportu.<\/p>\n

Z\u00e1v\u011br<\/h2>\n

Dob\u0159e strukturovan\u00fd v\u011bcn\u00fd sponzoring nen\u00ed n\u00e1hradn\u00edm \u0159e\u0161en\u00edm. Je formou integrace hlub\u0161\u00ed ne\u017e mnoho hotovostn\u00edch smluv. Zna\u010dka, kter\u00e1 dod\u00e1v\u00e1 palivo t\u00fdmu, sed\u00ed u stolu na technick\u00fdch sch\u016fzk\u00e1ch, spoluvyv\u00edj\u00ed produkt s in\u017een\u00fdry a m\u00e1 p\u0159\u00edstup k obsahu a vztah\u016fm, kter\u00e9 \u010dist\u011b plat\u00edc\u00ed titul\u00e1rn\u00ed sponzor automaticky nez\u00edsk\u00e1.<\/p>\n

Integrace p\u0159edch\u00e1z\u00ed logu. V\u017edy.<\/strong><\/p>\n

\r\n\r\n

\u010cast\u00e9 dotazy o v\u011bcn\u00e9m sponzoringu<\/b><\/h2>\r\n \r\n
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\r\n Co je v\u011bcn\u00fd sponzoring?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n Jak\u00e9 jsou re\u00e1ln\u00e9 p\u0159\u00edklady v\u011bcn\u00e9ho sponzoringu v motorsportu?<\/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\u00fd je rozd\u00edl mezi v\u011bcn\u00fdm sponzoringem a tradi\u010dn\u00edm sponzoringem?<\/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 Kdy se vyplat\u00ed navrhnout v\u011bcn\u00fd sponzoring sportovn\u00edmu t\u00fdmu?<\/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 se po\u010d\u00edt\u00e1 hodnota v\u011bcn\u00e9ho sponzoringu?<\/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\n","protected":false},"excerpt":{"rendered":"

Kdy\u017e se mluv\u00ed o sportovn\u00edm sponzoringu, t\u00e9m\u011b\u0159 ka\u017ed\u00fd si p\u0159edstav\u00ed jednoduchou transakci: zna\u010dka zaplat\u00ed, t\u00fdm zobraz\u00ed logo. Pen\u00edze v\u00fdm\u011bnou za viditelnost. Konec p\u0159\u00edb\u011bhu. Realita trhu je mnohem zaj\u00edmav\u011bj\u0161\u00ed \u2014 a flexibiln\u011bj\u0161\u00ed \u2014 ne\u017e tento jednoduch\u00fd obraz. V\u011bcn\u00fd sponzoring, zn\u00e1m\u00fd tak\u00e9 jako value in kind (VIK) nebo barterov\u00fd sponzoring, existuje ji\u017e des\u00edtky let a je struktur\u00e1ln\u011b […]<\/p>\n","protected":false},"author":14,"featured_media":187545,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20026,20228],"tags":[],"class_list":["post-298222","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sponsorizzazioni-sportive","category-sportovni-sponzorstvi"],"acf":[],"contentshake_article_id":"","yoast_head":"\nNatur\u00e1ln\u00ed Sponzoring (VIK): Co To Je a Jak Funguje | RTR Sports<\/title>\n<meta name=\"description\" content=\"Natur\u00e1ln\u00ed sponzoring (Value in Kind) je model, kde firma poskytuje produkty nebo slu\u017eby m\u00edsto hotovosti za sportovn\u00ed pr\u00e1va. 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