{"id":300362,"date":"2020-02-26T14:04:57","date_gmt":"2020-02-26T13:04:57","guid":{"rendered":"https:\/\/rtrsports.com\/sportoviste-a-sponzoring-prava-na-pojmenovani-a-dalsi\/"},"modified":"2026-09-22T12:20:43","modified_gmt":"2026-09-22T10:20:43","slug":"sportoviste-a-sponzoring-prava-na-pojmenovani-a-dalsi","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/sportovni-komplexy-a-sponzorska-prava-na-jmeno-a-dalsi\/","title":{"rendered":"Pr\u00e1va na n\u00e1zev: kolik ve skute\u010dnosti stoj\u00ed d\u00e1t sv\u00e9 jm\u00e9no stadionu"},"content":{"rendered":"

V l\u00e9t\u011b 2026, po celou dobu fotbalov\u00e9ho mistrovstv\u00ed sv\u011bta, p\u0159estaly t\u0159i z nejzn\u00e1m\u011bj\u0161\u00edch stadion\u016f ve Spojen\u00fdch st\u00e1tech pou\u017e\u00edvat jm\u00e9no, za kter\u00e9 jejich sponzo\u0159i ka\u017ed\u00fd rok plat\u00ed. MetLife Stadium, AT&T Stadium a Mercedes-Benz Stadium se na map\u00e1ch i v p\u0159enosech vr\u00e1tily k ozna\u010den\u00edm New York New Jersey Stadium, Dallas Stadium a Atlanta Stadium. To je pravidlo \u010dist\u00e9ho stadionu od FIFA a z\u00e1rove\u0148 nejrychlej\u0161\u00ed zp\u016fsob, jak pochopit, \u010d\u00edm vlastn\u011b pr\u00e1vo na n\u00e1zev je: nikoli vlastnictv\u00edm, ale n\u00e1jmem.<\/strong><\/p>\n

Aktualizov\u00e1no v z\u00e1\u0159\u00ed 2026.<\/em><\/p>\n

Jm\u00e9no se pronaj\u00edm\u00e1, nekupuje<\/h2>\n

To je p\u0159irovn\u00e1n\u00ed, kter\u00e9 s klienty pou\u017e\u00edv\u00e1m u\u017e l\u00e9ta, a mistrovstv\u00ed sv\u011bta je u\u010dinilo zjevn\u00fdm pro v\u0161echny. Kdo podep\u00ed\u0161e pr\u00e1vo na n\u00e1zev, nekupuje budovu: pronaj\u00edm\u00e1 si ceduli, a pronaj\u00edmatel si ponech\u00e1v\u00e1 pr\u00e1vo ji sundat, kdykoli to vy\u017eaduje smlouva s t\u0159et\u00ed stranou, v tomto p\u0159\u00edpad\u011b s mezin\u00e1rodn\u00ed federac\u00ed.<\/p>\n

Poradensk\u00e1 firma Navigate v anal\u00fdze, kterou 12. \u010dervna 2026 p\u0159evzal Sports Business Journal, p\u0159ed turnajem odhadovala, \u017ee dot\u010den\u00e9 zna\u010dky p\u0159ijdou zhruba o 53,5 milionu dolar\u016f medi\u00e1ln\u00ed hodnoty na dom\u00e1c\u00edm americk\u00e9m trhu a a\u017e o 134,8 milionu v celosv\u011btov\u00e9m m\u011b\u0159\u00edtku, p\u0159i\u010dem\u017e nejm\u00e9n\u011b \u0161est zna\u010dek ztrat\u00ed ekvivalent sv\u00e9ho ro\u010dn\u00edho poplatku za n\u00e1zev. Jsou to projekce, nikoli kone\u010dn\u00e1 \u010d\u00edsla: dosud nebylo zve\u0159ejn\u011bno \u017e\u00e1dn\u00e9 m\u011b\u0159en\u00ed po turnaji. \u0158\u00e1d velikosti v\u0161ak \u0159\u00edk\u00e1 v\u0161e podstatn\u00e9. MetLife Stadium hostil osm z\u00e1pas\u016f, p\u011bt ve skupin\u00e1ch a t\u0159i vy\u0159azovac\u00ed a\u017e po fin\u00e1le 19. \u010dervence, ani\u017e by se jedinkr\u00e1t jmenoval MetLife. Jedna v\u00fdjimka stoj\u00ed za vypr\u00e1v\u011bn\u00ed, proto\u017ee hodn\u011b vypov\u00edd\u00e1 o tom, jak se ve skute\u010dnosti vyjedn\u00e1v\u00e1: v Atlant\u011b FIFA ponechala viditeln\u00e9 logo Mercedesu na st\u0159e\u0161e, proto\u017ee se skl\u00e1d\u00e1 z oto\u010dn\u00fdch panel\u016f, kter\u00e9 nelze zakr\u00fdt bez po\u0161kozen\u00ed zast\u0159e\u0161en\u00ed. Stadion p\u0159i\u0161el o jm\u00e9no, ne o cel\u00e9 zna\u010den\u00ed.<\/p>\n

Kolik trh stoj\u00ed, v \u010d\u00edslech<\/h2>\n

Nejaktu\u00e1ln\u011bj\u0161\u00ed referen\u010dn\u00ed \u00fadaj poch\u00e1z\u00ed od SponsorUnited: ve Spojen\u00fdch st\u00e1tech vyd\u00e1vaj\u00ed zna\u010dky na pr\u00e1va k n\u00e1zv\u016fm sportovi\u0161\u0165 v sedmi hlavn\u00edch profesion\u00e1ln\u00edch lig\u00e1ch zhruba 891 milion\u016f dolar\u016f ro\u010dn\u011b, p\u0159i\u010dem\u017e samotn\u00fd finan\u010dn\u00ed sektor pokr\u00fdv\u00e1 v\u00edce ne\u017e 400 milion\u016f. Pojmenov\u00e1n\u00ed stadion\u016f a hal je jednou z p\u011bti velk\u00fdch polo\u017eek aktiv, kter\u00e9 dohromady maj\u00ed hodnotu 3,3 miliardy dolar\u016f, tedy asi 40 % ve\u0161ker\u00fdch sponzorsk\u00fdch p\u0159\u00edjm\u016f klub\u016f.<\/p>\n

Na vrcholu z\u016fst\u00e1v\u00e1 SoFi Stadium v Inglewoodu: 625 milion\u016f dolar\u016f na dvacet let, zhruba 31,25 milionu ro\u010dn\u011b, nejbohat\u0161\u00ed smlouva o n\u00e1zvu, jak\u00e1 kdy byla ve sportu podeps\u00e1na. Za n\u00edm se AT&T Stadium t\u00fdmu Dallas Cowboys pohybuje v p\u00e1smu 17 a\u017e 19 milion\u016f ro\u010dn\u011b. Levi’s Stadium t\u00fdmu San Francisco 49ers m\u00e1 dnes hodnotu kolem 11 milion\u016f ro\u010dn\u011b, 220,3 milionu na dvacet let podepsan\u00fdch v roce 2013, a s prodlou\u017een\u00edm za 170 milion\u016f, kter\u00e9 sah\u00e1 do sezony 2043, vystoup\u00e1 zhruba na 17 milion\u016f. Je t\u0159eba poctiv\u011b dodat, \u017ee tyto hodnoty nejsou line\u00e1rn\u00ed: smlouva SoFi po\u010d\u00edt\u00e1 s rostouc\u00edmi poplatky, od zhruba 16,9 milionu v prvn\u00edch letech sm\u011brem k 29 milion\u016fm, tak\u017ee pr\u016fm\u011br vypr\u00e1v\u00ed jen \u010d\u00e1st p\u0159\u00edb\u011bhu.<\/p>\n

V Evrop\u011b jsou \u010d\u00edsla jin\u00e1 planeta a stoj\u00ed za to d\u00edvat se na n\u011b bez shov\u00edvavosti. V Serie A z\u016fst\u00e1v\u00e1 nejd\u016fle\u017eit\u011bj\u0161\u00ed smlouvou ta mezi Juventusem a Allianz: obnoven\u00e1 dohoda plat\u00ed od 1. \u010dervence 2023 do 30. \u010dervna 2030 a m\u00e1 hodnotu 103,1 milionu eur, p\u0159i\u010dem\u017e jde o \u010d\u00e1stku dodate\u010dnou k p\u0159edchoz\u00edm smlouv\u00e1m, kter\u00e9 po\u010d\u00edtaly s garantovan\u00fdm minimem 75 milion\u016f, tedy zhruba 6,2 milionu za sezonu.<\/p>\n

Pod Juventusem stupnice rychle kles\u00e1, ale h\u00fdbe se, a to je ta zaj\u00edmav\u00e1 \u010d\u00e1st. Atalanta inkasovala od Gewiss zhruba 750 000 eur za sezonu a\u017e do roku 2025, pak podepsala s New Balance: od sezony 2025\/26 do 2030\/31 m\u00e1 stejn\u00fd stadion hodnotu asi 2,4 milionu eur ro\u010dn\u011b, tedy v\u00edce ne\u017e trojn\u00e1sobek. Udinese inkasuje od Bluenergy zhruba 1 milion eur za sezonu, v p\u011btilet\u00e9 smlouv\u011b zah\u00e1jen\u00e9 v roce 2023. Na druh\u00e9 stran\u011b Monza uzav\u0159ela \u00e9ru U-Power na 250 000 eurech ro\u010dn\u011b a od 1. \u010dervence 2026 se jej\u00ed stadion op\u011bt jmenuje Brianteo. V sezon\u011b 2026\/27 nese pr\u00e1vo na n\u00e1zev p\u011bt stadion\u016f Serie A: Allianz Stadium, New Balance Arena, Mapei Stadium, Bluenergy Stadium a Unipol Domus.<\/p>\n

Pro\u010d m\u00e1 n\u00e1zev v It\u00e1lii ni\u017e\u0161\u00ed hodnotu<\/h2>\n

Odpov\u011b\u010f je jedin\u00e1 a nen\u00ed j\u00ed fotbal: je to vlastnictv\u00ed. Ve Spojen\u00fdch st\u00e1tech ten, kdo prod\u00e1v\u00e1 jm\u00e9no, stadion vlastn\u00ed a \u0159\u00edd\u00ed ka\u017ed\u00fd jeho metr \u010dtvere\u010dn\u00ed. V It\u00e1lii pat\u0159\u00ed v\u011bt\u0161ina stadion\u016f m\u011bst\u016fm, a klub, kter\u00fd spravuje ve\u0159ejn\u00fd majetek v koncesi, prod\u00e1v\u00e1 slab\u0161\u00ed a krat\u0161\u00ed pr\u00e1vo, v\u00fdrazn\u011bji vystaven\u00e9 politick\u00e9mu konsenzu i citov\u00e9 vazb\u011b fanou\u0161k\u016f na historick\u00fd n\u00e1zev.<\/p>\n

Proto 5. listopad 2025 znamen\u00e1 v\u00edc ne\u017e mnoh\u00e9 prodlou\u017een\u00ed: je to den, kdy m\u011bsto Mil\u00e1n podepsalo p\u0159evod stadionu Meazza a okoln\u00edch pozemk\u016f na Inter a Mil\u00e1n za 197 milion\u016f eur, se spl\u00e1tkov\u00fdm re\u017eimem a prvn\u00ed tran\u0161\u00ed 91,96 milionu uhrazenou p\u0159ed podpisem. K pr\u016fb\u011bhu \u0159\u00edzen\u00ed otev\u0159elo mil\u00e1nsk\u00e9 st\u00e1tn\u00ed zastupitelstv\u00ed spis kv\u016fli podez\u0159en\u00ed z manipulace se sout\u011b\u017e\u00ed, a to je tak\u00e9 t\u0159eba \u0159\u00edct. Od t\u00e9 chv\u00edle je pr\u00e1vo na n\u00e1zev San Sira soukrom\u00fdm aktivem, vyjednateln\u00fdm v dlouh\u00e9m horizontu a na stadionu, kter\u00fd mohou majitel\u00e9 p\u0159estav\u011bt. To byl krok, kter\u00fd v It\u00e1lii chyb\u011bl. Jak dlouho bude trhu trvat, ne\u017e jej skute\u010dn\u011b ocen\u00ed, uvid\u00edme.<\/p>\n

V motorsportu funguje n\u00e1zev jinak<\/h2>\n

V na\u0161em oboru nen\u00ed za\u0159\u00edzen\u00edm stadion pro 60 000 div\u00e1k\u016f uprost\u0159ed m\u011bsta: je j\u00edm okruh, \u010dasto mimo obydlen\u00e9 oblasti, s n\u00e1v\u0161t\u011bvnost\u00ed soust\u0159ed\u011bnou do n\u011bkolika v\u00edkend\u016f v roce. Hodnota tedy nevznik\u00e1 z fyzick\u00e9ho pr\u016fchodu, ale z opakov\u00e1n\u00ed jm\u00e9na v koment\u00e1\u0159i, v televizn\u00ed grafice, ve v\u00fdsledc\u00edch a v archivech. Red Bull Ring je mezn\u00ed p\u0159\u00edpad: firma, kter\u00e1 koup\u00ed okruh a d\u00e1 mu vlastn\u00ed jm\u00e9no, z\u00edsk\u00e1 povinn\u00e9 zm\u00edn\u011bn\u00ed poka\u017ed\u00e9, kdy\u017e je tato tra\u0165 jmenov\u00e1na, natrvalo.<\/p>\n

Existuje v\u0161ak hranice, kter\u00e1 je v motorsportu vid\u011bt l\u00e9pe ne\u017e kdekoli jinde, a je spr\u00e1vn\u00e9 ji pojmenovat. Okruh v Buriramu v Thajsku se komer\u010dn\u011b jmenuje Chang International Circuit, podle pivn\u00ed zna\u010dky, kter\u00e1 dr\u017e\u00ed pr\u00e1vo na n\u00e1zev, ale na trz\u00edch s omezen\u00edm reklamy na alkohol je uv\u00e1d\u011bn neutr\u00e1ln\u00edm ozna\u010den\u00edm Buriram International Circuit. Tot\u00e9\u017e aktivum tedy vyn\u00e1\u0161\u00ed jinak podle zem\u011b, v n\u00ed\u017e se vys\u00edl\u00e1. Kdo kupuje n\u00e1zev v glob\u00e1ln\u00edm sportu, mus\u00ed po\u017eadovat odhad pokryt\u00ed trh po trhu, ne jedno jedin\u00e9 \u010d\u00edslo. V Indon\u00e9sii ukazuje Pertamina Mandalika International Circuit opa\u010dn\u00fd p\u0159\u00edpad, kdy st\u00e1tn\u00ed energetick\u00e1 spole\u010dnost vyu\u017e\u00edv\u00e1 okruh jako reputa\u010dn\u00ed platformu nejprve doma.<\/p>\n

A pak jsou tu okruhy, kter\u00e9 jm\u00e9no neprod\u00e1vaj\u00ed v\u016fbec, proto\u017ee ho u\u017e dob\u0159e utratily: Misano World Circuit Marco Simoncelli a Autodromo Enzo e Dino Ferrari maj\u00ed v rovin\u011b n\u00e1klonnosti a identity vy\u0161\u0161\u00ed hodnotu, ne\u017e by p\u0159inesl jak\u00fdkoli ro\u010dn\u00ed poplatek. Ne ka\u017ed\u00e9 jm\u00e9no je na prodej a ne ka\u017ed\u00e9 by na prodej b\u00fdt m\u011blo.<\/p>\n

P\u011bt chyb, podle m\u00e9ho n\u00e1zoru<\/h2>\n

Prvn\u00ed: koupit jm\u00e9no bez koup\u011b invent\u00e1\u0159e. Pr\u00e1vo na n\u00e1zev bez hospitality bal\u00ed\u010dku, bez aktiva\u010dn\u00edch pr\u00e1v ve spole\u010dn\u00fdch prostor\u00e1ch, bez p\u0159\u00edstupu k dat\u016fm div\u00e1k\u016f a bez pr\u00e1va pou\u017e\u00edvat obraz stadionu ve vlastn\u00ed reklam\u011b je n\u00e1lepka na st\u0159e\u0161e. Drah\u00e1.<\/p>\n

Druh\u00e1: nep\u0159e\u010d\u00edst si neutraliza\u010dn\u00ed dolo\u017eky. Ka\u017ed\u00e9 za\u0159\u00edzen\u00ed, kter\u00e9 host\u00ed akce mezin\u00e1rodn\u00edch federac\u00ed, a v motorsportu to znamen\u00e1 prakticky v\u0161echna, podl\u00e9h\u00e1 obdob\u00edm, kdy je komer\u010dn\u00ed n\u00e1zev pozastaven. Tato obdob\u00ed je t\u0159eba zn\u00e1t, vy\u010d\u00edslit a kompenzovat ve smlouv\u011b p\u0159ed podpisem, ne je objevovat a\u017e po zah\u00e1jen\u00ed turnaje.<\/p>\n

T\u0159et\u00ed: podcenit dobu osvojen\u00ed. Ve\u0159ejnost pou\u017e\u00edv\u00e1 star\u00e9 jm\u00e9no je\u0161t\u011b roky. V investi\u010dn\u00edch pl\u00e1nech, kter\u00e9 v\u00edd\u00e1m, se komunika\u010dn\u00ed n\u00e1klad pot\u0159ebn\u00fd k tomu, aby se nov\u00e9 jm\u00e9no ujalo, t\u00e9m\u011b\u0159 v\u017edy zapom\u00edn\u00e1, a nejde o okrajovou polo\u017eku.<\/p>\n

\u010ctvrt\u00e1: podepsat s n\u011bk\u00fdm, kdo nen\u00ed vlastn\u00edkem. Pokud je za\u0159\u00edzen\u00ed ve\u0159ejn\u00e9 a klub je provozuje v koncesi, doba trv\u00e1n\u00ed n\u00e1zvu nikdy nem\u016f\u017ee p\u0159ekro\u010dit dobu koncese. Ov\u011b\u0159uje se to p\u0159edem, se smlouvou v ruce.<\/p>\n

P\u00e1t\u00e1: pova\u017eovat n\u00e1zev za c\u00edlovou stanici. T\u00e9m\u011b\u0159 v\u017edy je v\u00fdchoz\u00edm bodem mnohem \u0161ir\u0161\u00edho obchodn\u00edho vztahu.<\/p>\n

V\u0161echno, co je kolem jm\u00e9na<\/h2>\n

Nejm\u00e9n\u011b viditeln\u00e1 \u010d\u00e1st tohoto trhu je z\u00e1rove\u0148 ta, kde podle m\u00e9ho n\u00e1zoru najde pr\u016fmyslov\u00e1 firma nejlep\u0161\u00ed mar\u017ee. Rovn\u011b\u017e podle dat SponsorUnited p\u0159itahuj\u00ed ve Spojen\u00fdch st\u00e1tech samotn\u00e1 pr\u00e1va k n\u00e1zv\u016fm tr\u00e9ninkov\u00fdch center p\u0159es 300 milion\u016f dolar\u016f investic ro\u010dn\u011b, zhruba 9 % v\u00fddaj\u016f na velk\u00e1 aktiva. Jsou to objekty, kter\u00e9 se t\u00e9m\u011b\u0159 nikdy neobjev\u00ed v televizi, a kter\u00e9 skv\u011ble funguj\u00ed pro ty, kdo prod\u00e1vaj\u00ed v logice B2B.<\/p>\n

Pak je tu dodavatelsk\u00fd \u0159et\u011bzec v\u00fdstavby a provozu, v na\u0161em \u0159emesle v\u016fbec nejpodce\u0148ovan\u011bj\u0161\u00ed pole. Kdo vyr\u00e1b\u00ed cement, barvy, v\u00fdpln\u011b otvor\u016f, podlahy, elektroinstalace, kabel\u00e1\u017e, wi-fi s\u00edt\u011b, odbavovac\u00ed syst\u00e9my, n\u00e1bytek, osv\u011btlen\u00ed nebo gastronomick\u00e9 vybaven\u00ed, m\u016f\u017ee do projektu vstoupit jako dodavatel a odej\u00edt jako partner, kdy\u017e celou dod\u00e1vku nebo jej\u00ed \u010d\u00e1st vypo\u0159\u00e1d\u00e1 formou protipln\u011bn\u00ed. Klub z\u00edsk\u00e1 stadion za lep\u0161\u00edch podm\u00ednek, firma z\u00edsk\u00e1 viditelnost, skute\u010dnou p\u0159\u00edpadovou studii a st\u00e1l\u00fd showroom, kam m\u016f\u017ee vodit vlastn\u00ed klienty. Je to jedno z m\u00e1la uspo\u0159\u00e1d\u00e1n\u00ed, kde jsou z\u00e1jmy obou stran skute\u010dn\u011b soub\u011b\u017en\u00e9: zadavatel chce vynikaj\u00edc\u00ed budovu, dodavatel chce, aby ta budova dok\u00e1zala, jak je dobr\u00fd.<\/p>\n

Tot\u00e9\u017e plat\u00ed ve f\u00e1zi provozu: gastronomie, \u00faklid, \u00fadr\u017eba, bezpe\u010dnost, logistika. Ka\u017ed\u00e1 provozn\u00ed smlouva je sponzorsk\u00e1 smlouva, kterou zat\u00edm nikdo jako sponzorskou nenapsal.<\/p>\n

Jak se takov\u00e1 operace stav\u00ed<\/h2>\n

Metoda, kterou v RTR<\/a> u projekt\u016f tohoto typu pou\u017e\u00edv\u00e1me, m\u00e1 p\u011bt krok\u016f. Za prv\u00e9 zmapovat cel\u00fd v\u00fdkaz v\u00fdm\u011br stavby nebo provozu, polo\u017eku po polo\u017ece, s mno\u017estv\u00edm a hodnotami. Za druh\u00e9 p\u0159ek\u0159\u00ed\u017eit tuto mapu se seznamem firem z dan\u00e9ho oboru, kter\u00e9 u\u017e do sportu investovaly, proto\u017ee maj\u00ed nejkrat\u0161\u00ed rozhodovac\u00ed cyklus. Za t\u0159et\u00ed definovat oborovou exkluzivitu d\u0159\u00edv, ne\u017e se otev\u0159ou jedn\u00e1n\u00ed, aby se na jednom projektu nese\u0161li dva konkuren\u010dn\u00ed dodavatel\u00e9. Za \u010dtvrt\u00e9 postavit nab\u00eddku jako \u010d\u00e1ste\u010dn\u00e9 protipln\u011bn\u00ed, ne jako slevu: \u00fa\u010detn\u00ed rozd\u00edl je pro ob\u011b strany podstatn\u00fd. Za p\u00e1t\u00e9 sepsat program obchodn\u00edch setk\u00e1n\u00ed mezi partnery, proto\u017ee pr\u00e1v\u011b to udr\u017euje vztah na\u017eivu po p\u0159est\u0159i\u017een\u00ed p\u00e1sky.<\/p>\n

Kdo se zab\u00fdv\u00e1 sponzoringem v motorsportu<\/a>, sch\u00e9ma pozn\u00e1: je to tot\u00e9\u017e, co se uplat\u0148uje u t\u00fdmu, kde je title sponsor viditelnou polo\u017ekou a technical partne\u0159i t\u011bmi, kdo projekt umo\u017en\u00ed. U za\u0159\u00edzen\u00ed je rozd\u00edl v tom, \u017ee aktivum stoj\u00ed t\u0159icet let.<\/p>\n

Posledn\u00ed v\u011bc, a plat\u00ed pro ka\u017ed\u00e9ho, kdo zva\u017euje investici tohoto druhu. Jm\u00e9no na budov\u011b nen\u00ed va\u0161e. Je v n\u00e1jmu, m\u00e1 datum expirace, m\u00e1 dolo\u017eky, kter\u00e9 je mohou vypnout, a m\u00e1 p\u0159esn\u011b takovou hodnotu, jakou m\u00e1 v\u0161echno, co kolem n\u011bj postav\u00edte.<\/p>\n

Jm\u00e9no se nekupuje. Pronaj\u00edm\u00e1 se. V\u017edy.<\/strong><\/p>\n

Zdroje:<\/strong> SponsorUnited, Major Assets Series: Venue Naming Rights<\/a>; SponsorUnited, Major Assets Series: Practice Facility Naming Rights<\/a>; Il Sole 24 Ore, prodej San Sira Interu a Mil\u00e1nu<\/a>; Treccani, pr\u00e1va na n\u00e1zvy stadion\u016f v It\u00e1lii<\/a>.<\/p>\n

\r\n\r\n

\u010cast\u00e9 dotazy k pr\u00e1v\u016fm na n\u00e1zvy sportovi\u0161\u0165<\/b><\/h2>\r\n \r\n
\n
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\r\n Co jsou pr\u00e1va na n\u00e1zev stadionu?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
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Je to za \u00faplatu poskytnut\u00e9 pr\u00e1vo d\u00e1t sportovi\u0161ti vlastn\u00ed jm\u00e9no a pou\u017e\u00edvat je v komunikaci. Smlouva obvykle trv\u00e1 od osmi do deseti let v\u00fd\u0161e a jm\u00e9no doprov\u00e1z\u00ed bal\u00ed\u010dek aktivac\u00ed: hospitality, reklamn\u00ed plochy, obrazov\u00e1 pr\u00e1va ke stadionu a p\u0159\u00edstup k publiku akce.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Jak velk\u00fd je trh s pr\u00e1vy na n\u00e1zvy?<\/b>\r\n <\/h3>\r\n\r\n
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Podle dat SponsorUnited investuj\u00ed zna\u010dky v sedmi hlavn\u00edch americk\u00fdch profesion\u00e1ln\u00edch lig\u00e1ch zhruba 891 milion\u016f dolar\u016f ro\u010dn\u011b jen do pr\u00e1v k n\u00e1zv\u016fm sportovi\u0161\u0165, z toho v\u00edce ne\u017e 400 milion\u016f poch\u00e1z\u00ed z finan\u010dn\u00edho sektoru. Nejbohat\u0161\u00ed smlouvou je SoFi Stadium: 625 milion\u016f dolar\u016f na dvacet let.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

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\r\n Kolik vyd\u011bl\u00e1vaj\u00ed kluby Serie A na pr\u00e1vech na n\u00e1zev?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
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Italsk\u00e1 \u010d\u00edsla jsou o \u0159\u00e1d n\u00ed\u017e ne\u017e americk\u00e1. Dohoda Juventus-Allianz m\u00e1 hodnotu 103,1 milionu eur od 1. \u010dervence 2023 do 30. \u010dervna 2030. Atalanta p\u0159e\u0161la ze zhruba 750 000 eur za sezonu s Gewiss na asi 2,4 milionu eur ro\u010dn\u011b s New Balance od sezony 2025\/26 a Udinese inkasuje od Bluenergy zhruba 1 milion eur za sezonu. V sezon\u011b 2026\/27 nese pr\u00e1vo na n\u00e1zev p\u011bt stadion\u016f Serie A: Allianz Stadium, New Balance Arena, Mapei Stadium, Bluenergy Stadium a Unipol Domus.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n M\u016f\u017ee b\u00fdt komer\u010dn\u00ed n\u00e1zev sportovi\u0161t\u011b pozastaven?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Ano. Mezin\u00e1rodn\u00ed federace uplat\u0148uj\u00ed b\u011bhem vlastn\u00edch akc\u00ed pravidla \u010dist\u00e9ho sportovi\u0161t\u011b: na fotbalov\u00e9m mistrovstv\u00ed sv\u011bta 2026 fungovaly dot\u010den\u00e9 americk\u00e9 stadiony po celou dobu turnaje pod neutr\u00e1ln\u00edmi n\u00e1zvy. Existuj\u00ed nav\u00edc tr\u017en\u00ed omezen\u00ed, nap\u0159\u00edklad u reklamy na alkohol, kter\u00e1 v n\u011bkter\u00fdch zem\u00edch vynucuj\u00ed alternativn\u00ed n\u00e1zev.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Funguj\u00ed pr\u00e1va na n\u00e1zev v motorsportu stejn\u011b jako na stadionech?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Princip je stejn\u00fd, ale hodnota vznik\u00e1 jinak. U okruhu z\u00e1vis\u00ed n\u00e1vratnost jen m\u00e1lo na n\u00e1v\u0161t\u011bvnosti a hodn\u011b na opakov\u00e1n\u00ed jm\u00e9na v koment\u00e1\u0159i, v televizn\u00ed grafice a v ofici\u00e1ln\u00edch v\u00fdsledc\u00edch, tak\u017ee se mus\u00ed posuzovat trh po trhu podle vys\u00edlac\u00edho pokryt\u00ed a m\u00edstn\u00edch reklamn\u00edch omezen\u00ed.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

V l\u00e9t\u011b 2026, po celou dobu fotbalov\u00e9ho mistrovstv\u00ed sv\u011bta, p\u0159estaly t\u0159i z nejzn\u00e1m\u011bj\u0161\u00edch stadion\u016f ve Spojen\u00fdch st\u00e1tech pou\u017e\u00edvat jm\u00e9no, za kter\u00e9 jejich sponzo\u0159i ka\u017ed\u00fd rok plat\u00ed. MetLife Stadium, AT&T Stadium a Mercedes-Benz Stadium se na map\u00e1ch i v p\u0159enosech vr\u00e1tily k ozna\u010den\u00edm New York New Jersey Stadium, Dallas Stadium a Atlanta Stadium. To je pravidlo […]<\/p>\n","protected":false},"author":14,"featured_media":190956,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20024,20026,20238,20228],"tags":[],"class_list":["post-300362","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportivo","category-sponsorizzazioni-sportive","category-sportovni-marketing-cs","category-sportovni-sponzorstvi"],"acf":[],"contentshake_article_id":"","yoast_head":"\nPr\u00e1va na n\u00e1zev: kolik stoj\u00ed d\u00e1t sv\u00e9 jm\u00e9no stadionu<\/title>\n<meta name=\"description\" content=\"Kolik stoj\u00ed pr\u00e1va na n\u00e1zev v roce 2026: 891 milion\u016f dolar\u016f ro\u010dn\u011b v USA, \u010d\u00edsla Serie A, p\u0159\u00edpad San Siro a jak to funguje v motorsportu.\" \/>\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\/sportovni-komplexy-a-sponzorska-prava-na-jmeno-a-dalsi\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pr\u00e1va na n\u00e1zev: kolik ve skute\u010dnosti stoj\u00ed d\u00e1t sv\u00e9 jm\u00e9no stadionu\" \/>\n<meta property=\"og:description\" content=\"Kolik stoj\u00ed pr\u00e1va na n\u00e1zev v roce 2026: 891 milion\u016f dolar\u016f ro\u010dn\u011b v USA, \u010d\u00edsla Serie A, p\u0159\u00edpad San Siro a jak to funguje v motorsportu.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/rtrsports.com\/cs\/blog\/sportovni-komplexy-a-sponzorska-prava-na-jmeno-a-dalsi\/\" \/>\n<meta property=\"og:site_name\" content=\"RTR Sports\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/RTRSportsMarketing\/\" \/>\n<meta property=\"og:image\" content=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/pastorelli-mclaren-3-7.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"667\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Riccardo Taf\u00e0\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@rtrsports\" \/>\n<meta name=\"twitter:site\" content=\"@rtrsports\" \/>\n<meta name=\"twitter:label1\" content=\"Napsal(a)\" \/>\n\t<meta name=\"twitter:data1\" content=\"Riccardo Taf\u00e0\" \/>\n\t<meta name=\"twitter:label2\" content=\"Odhadovan\u00e1 doba \u010dten\u00ed\" \/>\n\t<meta name=\"twitter:data2\" content=\"12 minut\" \/>\n<script type=\"application\/ld+json\" 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