{"id":351139,"date":"2018-04-18T14:07:18","date_gmt":"2018-04-18T12:07:18","guid":{"rendered":"https:\/\/rtrsports.com\/musite-platit-fee-sponzorske-agenture\/"},"modified":"2026-09-09T16:59:52","modified_gmt":"2026-09-09T14:59:52","slug":"musite-platit-fee-sponzorske-agenture","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/musite-platit-fee-sponzorske-agenture\/","title":{"rendered":"Mus\u00ed se platit poplatek sponzoringov\u00e9 agentu\u0159e?"},"content":{"rendered":"

Jednou z prvn\u00edch ot\u00e1zek, kterou klade firma p\u0159i prvn\u00edm kontaktu se sponzorskou agenturou, je: „Je t\u0159eba platit poplatek a kolik to stoj\u00ed?“ To je zcela legitimn\u00ed ot\u00e1zka, ale odpov\u011b\u010f nen\u00ed mo\u017en\u00e1 bez pochopen\u00ed toho, jak funguje trh se sponzorstvem.<\/p>\n

V reklamn\u00edm pr\u016fmyslu existuj\u00ed sazlebn\u00edky, ceny jsou vyjednatelne\u0301 a n\u011bkdy dokonse verejn\u00e9. Ve sv\u011bt\u011b sponzorstvmi neexistuje ve\u0159ejn\u00fd cenov\u00fd katalog: ka\u017ed\u00fd obchod je jedine\u010dn\u00fd, ka\u017ed\u00e9 partnerstvemi je vyed\u00e1n\u00e1v\u00e1no zvl\u00e1\u0161\u0165 a hodnota vytvo\u0159en\u00e1 zprost\u0159edkovatelem (agenturou) se p\u0159\u00edmo odr\u00e1\u017e\u00ed ve v\u00fdsledne\u0301 smlouv\u011b.<\/p>\n

Tento mechanismus vytv\u00e1\u0159\u00ed jemn\u00fd, ale d\u016fle\u017eit\u00fd rozd\u00edl: cena agentury nen\u00ed dodate\u010dn\u00fdm n\u00e1kladem, ale sou\u010d\u00e1st\u00ed struktury cel\u00e9 transakce. Pochopit to je z\u00e1kladn\u00edm p\u0159edpokladem pro ka\u017edou firmu, kter\u00e1 uva\u017euje o vstupu do sportovn\u00edho sponzorstvemi.<\/p>\n

Trh sponzorstvemi nem\u00e1 ve\u0159ejn\u00e9 cen\u00edky<\/h2>\n

Na trhu sponzorstvemi \u017e\u00e1dn\u00fd vlastn\u00edk pr\u00e1v nezve\u0159ej\u0148uje cenov\u00fd katalog na sv\u00e9m webu. Sponzorstvemi t\u00fdmu MotoGP, obrazov\u00e1 pr\u00e1va jezdce F1, titulnemi sponzorstvemi vytr\u00e1valostn\u00edho z\u00e1vodu \u2014 to v\u0161e se stanovi v soukrom\u00fdch jednan\u00edch; cena z\u00e1vis\u00ed na des\u00edtk\u00e1ch prom\u011bnn\u00fdch: se\u0301zon\u011b, dostupn\u00fdch m\u00edstech, viditelnosti v\u016f\u010di konkurenci, konkr\u00e9tn\u00edch aktiva\u010dn\u00edch pr\u00e1vech.<\/p>\n

V tomto prost\u0159ed\u00ed pr\u00e1ce agentury nen\u00ed jen propojen\u00ed stran. Znamen\u00e1 znat tr\u017en\u00ed hodnoty, rozum\u011bt tomu, co ka\u017ed\u00fd vlastn\u00edk pr\u00e1v ji\u017e prodal a co m\u016f\u017ee prodat, p\u0159edv\u00eddat prostor k vyjedn\u00e1v\u00e1n\u00ed. Tato znalost p\u0159\u00edmo ovliv\u0148uje kone\u010dnou cenu: smlouvy vyjednan\u00e9 zkuou\u0161enou agenturou jsou zpravidla lep\u0161\u00ed co do kvality i podm\u00ednek ne\u017e ty vyjednan\u00e9 p\u0159\u00edmo zna\u010dkou.<\/p>\n

Poplatek agentury \u2014 a\u0165 u\u017e jde o pevn\u00fd poradensk\u00fd honor\u00e1\u0159 nebo provizi \u2014 je odm\u011bnou za tuto tr\u017en\u00ed znalost. Neplatit tento poplatek neznam\u011bn\u00e1 u\u0161et\u0159it pen\u00edze: znamen\u00e1 to vyed\u00e1n\u00e1vat bez znalosti tr\u017en\u00edch cen.<\/p>\n

Eliminovat k\u0159ivku u\u010den\u00ed se vyplat\u00ed v\u00edce ne\u017e poplatek<\/h2>\n

Zna\u010dky vstupuj\u00edc\u00ed do sponzorstvemi \u010dasto podcen\u00ed skryt\u00fd n\u00e1klad: n\u00e1klad na u\u010den\u00ed. Pochopit, kte\u0159\u00ed vlastn\u00edci pr\u00e1v odpov\u00eddaj\u00ed jejich pozicov\u00e1n\u00ed, kter\u00e1 aktiva jsou skute\u010dn\u011b hodnotn\u00e1, kter\u00e9 klauzule jsou vyjedn\u00e1vateln\u00e9 \u2014 z\u00edsk\u00e1n\u00ed t\u011bchto znalost\u00ed trvem\u00e1 roky.<\/p>\n

Specializovan\u00e1 agentura m\u00e1 tyto znalosti je\u0161t\u011b p\u0159ed podpisem prvn\u00ed smlouvy. To znamen\u00e1, \u017ee klient nemus\u00ed za\u010d\u00ednat od nuly: vyjedn\u00e1vat s vlastn\u00edky pr\u00e1v, se kter\u00fdmi ji\u017e existuj\u00ed vztahy, vyh\u00fdbat se sponzorstvo\u0301m, kter\u00e1 pro zna\u010dku nefunguj\u00ed, uz\u00edvat\u00e1 obchody ve spr\u00e1vn\u00fd \u010das za spr\u00e1vn\u00fdch podm\u00ednek.<\/p>\n

Poplatek agentury ve srovn\u00e1n\u00ed s hodnotou t\u011bchto znalost\u00ed je \u010dasto zanedbateln\u00fd. D\u016fle\u017eit\u011bj\u0161\u00ed je: cena \u0161patn\u00e9 sponzorsk\u00e9 smlouvy \u2014 \u0161patn\u00fd sport, \u0161patn\u00e9 na\u010dasov\u00e1n\u00ed, \u0161patn\u00fd partner \u2014 v\u00fdrazn\u011b p\u0159esahuje jak\u00fdkoli poplatek agentury.<\/p>\n

Zn\u00e1t hr\u00e1\u010de m\u011bn\u00ed v\u00fdsledek hry<\/h2>\n

Trh sponzorstvemi je trh vztah\u016f. V\u011bd\u011bt, kdo rozhoduje, kter\u00e1 jedn\u00e1n\u00ed mohou rychle postupovat, kte\u0159\u00ed vlastn\u00edci pr\u00e1v maj\u00ed dobr\u00e9 zku\u0161enosti s ur\u010dit\u00fdmi typy partnerstvo\u0301 \u2014 to jsou nehmotn\u00e1 aktiva, ale konkr\u00e9tn\u00ed v\u00fdhody.<\/p>\n

RTR Sports p\u016fsob\u00ed v oblasti sportovn\u00edho sponzorstvemi t\u0159icet let: m\u00e1 p\u0159\u00edm\u00e9 vztahy s vlastn\u00edky pr\u00e1v v MotoGP, F1 a vytr\u00e1valostn\u00edch z\u00e1vodech. Tento p\u0159\u00edstup nen\u00ed p\u0159i ka\u017edn\u00e9m projektu budov\u00e1n zn novuov\u00e1: ji\u017e existuje a okam\u017eit\u011b slou\u017e\u00ed klient\u016fm.<\/p>\n

Pokud uva\u017eujete o vstupu do sportovn\u00edho sponzorstvemi a chcete v\u011bd\u011bt, kter\u00fd model agentury nejl\u00e9pe odpov\u00edd\u00e1 va\u0161im c\u00edl\u016fm, p\u0159e\u010dt\u011bte si na\u0161i podrobnou anal\u00fdzu pro\u010d vybrat marketingovou agenturu<\/a>.<\/p>\n\n

\r\n\r\n

\u010cast\u00e9 ot\u00e1zky<\/b><\/h2>\r\n \r\n
\n
\r\n\r\n

\r\n Je platba poplatku sponzorsk\u00e9 agentu\u0159e povinn\u00e1?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

\nObyvcejn\u011b ano, ale forma je r\u016fzn\u00e1: pevn\u00fd poradensk\u00fd honor\u00e1\u0159, provize (procento z vyjedn\u00e1van\u00e9 hodnoty) nebo kombinace oboj\u00edho. Existence poplatku m\u00e1 sv\u016fj smysl: agentura nen\u00ed jen zprost\u0159edkovatelem, ale p\u0159in\u00e1\u0161\u00ed p\u0159\u00edstup na trh a odborn\u00e9 znalosti.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Kolik obvykle poplatek agentury \u010dn\u00ed?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

\nNeexistuje pevn\u00fd standard. Z\u00e1vis\u00ed to na rozsahu projektu, typu zna\u010dky hledaj\u00edc\u00ed sponzorstvemi a rozsahu slu\u017eeb vykonevan\u00fdch agenturou. Poplatek je obvycle vyd\u00e1jen jako provize a pohybuje se od 10 do 25 % celkov\u00e9 hodnoty transakce.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Lze vyjedn\u00e1vat p\u0159\u00edmo s vlastn\u00edky pr\u00e1v bez agentury?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

\nTechnicky ano, ale v praxi obt\u00ed\u017en\u011b. Bez existuj\u00edc\u00edch vztah\u016f je i sam\u00e9 p\u0159it\u00e1hnut\u00ed pozornosti vlastn\u00edka pr\u00e1v v\u00fdzvou. Nav\u00edc vyjedn\u00e1vat bez znalosti tr\u017en\u00edch cen znamen\u00e1 jednat ze struktursln\u011b nev\u00fdhodn\u00e9 pozice.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Je poplatek agentury zahrnut ve sponzorsk\u00e9m rozpo\u010dtu?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

\nZ\u00e1vis\u00ed na tom, jak je smlouva vyjedn\u00e1na. V n\u011bkter\u00fdch p\u0159\u00edpadech je poplatek zahrnut v nab\u00eddce (agentura dostl\u00e1v\u00e1 provizi od vlastn\u00edka pr\u00e1v); v jin\u00fdch p\u0159\u00edpadech zna\u010dka plat\u00ed zvl\u00e1\u0161\u0165. Je d\u016fle\u017eit\u00e9 to od za\u010d\u00e1tku ujasnit.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Jak posoudit, zda agentura za sv\u016fj poplatek stoj\u00ed?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

\nPohledem na hodnotu, kterou p\u0159in\u00e1\u0161\u00ed: bylo dosa\u017eeno lep\u0161\u00edch podm\u00ednek? Obsahuje smlouva efektivn\u00ed aktiva\u010dn\u00ed pr\u00e1va? P\u0159isp\u011bla tr\u017en\u00ed znalost agentury k efektivn\u011bj\u0161\u00edmu vyjedn\u00e1v\u00e1n\u00ed? Tyto faktory jsou v\u00fdmluvcejn\u011bj\u0161\u00ed ne\u017e sam\u00f3tn\u00fd poplatek.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

Jednou z prvn\u00edch ot\u00e1zek, kterou klade firma p\u0159i prvn\u00edm kontaktu se sponzorskou agenturou, je: „Je t\u0159eba platit poplatek a kolik to stoj\u00ed?“ To je zcela legitimn\u00ed ot\u00e1zka, ale odpov\u011b\u010f nen\u00ed mo\u017en\u00e1 bez pochopen\u00ed toho, jak funguje trh se sponzorstvem. V reklamn\u00edm pr\u016fmyslu existuj\u00ed sazlebn\u00edky, ceny jsou vyjednatelne\u0301 a n\u011bkdy dokonse verejn\u00e9. Ve sv\u011bt\u011b sponzorstvmi neexistuje […]<\/p>\n","protected":false},"author":2,"featured_media":157501,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20024,20026],"tags":[],"class_list":["post-351139","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportivo","category-sponsorizzazioni-sportive"],"acf":[],"contentshake_article_id":"","yoast_head":"\nMus\u00ed se platit poplatek sponzoringov\u00e9 agentu\u0159e? | RTR Sports<\/title>\n<meta name=\"description\" content=\"Poplatek sponzorsk\u00e9 agentury nen\u00ed dodate\u010dn\u00fdm n\u00e1kladem, ale sou\u010d\u00e1st\u00ed struktury transakce. 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