{"id":351312,"date":"2026-09-04T12:08:19","date_gmt":"2026-09-04T10:08:19","guid":{"rendered":"https:\/\/rtrsports.com\/sportovni-sponzoring-skandaly\/"},"modified":"2026-09-04T12:08:43","modified_gmt":"2026-09-04T10:08:43","slug":"sportovni-sponzoring-skandaly","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/sportovni-sponzoring-skandaly\/","title":{"rendered":"Sportovn\u00ed sponzoring a skand\u00e1ly: jak zna\u010dky zvl\u00e1daj\u00ed krizi"},"content":{"rendered":"

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

\"sportovn\u00ed<\/p>\n

V krajn\u00edch p\u0159\u00edpadech se m\u016f\u017ee sponzoring<\/strong> obr\u00e1tit proti samotn\u00e9mu sponzorovi<\/strong>, a proto plat\u00ed zlat\u00e9 pravidlo: b\u00fdt p\u0159ipraven na v\u0161echno<\/strong>. Jsou to sice mezn\u00ed situace, ale co se stane, pokud sportovec nebo t\u00fdm, kter\u00e9ho sponzorujeme, bude p\u0159isti\u017een p\u0159i pou\u017e\u00edv\u00e1n\u00ed dopingov\u00fdch<\/strong> l\u00e1tek? Co se stane, kdy\u017e se uprost\u0159ed z\u00e1pasu nebo z\u00e1vodu chov\u00e1n\u00ed va\u0161eho t\u00fdmu stane nesportovn\u00edm \u010di n\u00e1siln\u00fdm<\/strong>? Nebo pokud se pokus\u00ed upl\u00e1cet rozhod\u010d\u00edho nevhodn\u00fdmi dary<\/strong> za \u00fa\u010delem z\u00edsk\u00e1n\u00ed v\u00fdhod? A co se stane, pokud to v\u0161e vy\u00fast\u00ed ve skand\u00e1l<\/strong> s n\u00e1slednou diskvalifikac\u00ed?<\/p>\n

Toto jsou re\u00e1ln\u00e9 sc\u00e9n\u00e1\u0159e a sponzo\u0159i<\/strong> riskuj\u00ed, \u017ee zaplat\u00ed vysokou cenu za n\u011bco, o \u010dem nev\u011bd\u011bli a co je mimo jejich kontrolu. Tyto epizody nejen po\u0161kozuj\u00ed image t\u00fdmu a sportu<\/strong>, ale nevyhnuteln\u011b se odr\u00e1\u017eej\u00ed i na jejich sponzorech<\/strong>. A to plat\u00ed zejm\u00e9na tehdy, jste-li sponzor, kter\u00fd d\u00e1v\u00e1 t\u00fdmu sv\u00e9 jm\u00e9no.<\/p>\n

V\u00edme, \u017ee hodnoty sportu<\/strong> a t\u00fdmu se po ur\u010dit\u00e9 dob\u011b p\u0159en\u00e1\u0161ej\u00ed na zna\u010dku sponzora, a to v dobr\u00e9m i zl\u00e9m. Pokud jste m\u011bli pozitivn\u00ed zku\u0161enosti a\u017e do okam\u017eiku katastrofy, riskujete, \u017ee p\u0159ijdete o v\u0161e, \u010deho jste dosud dos\u00e1hli. V\u0161e je ohro\u017eeno\u2026 a v s\u00e1zce je vztah d\u016fv\u011bry mezi spole\u010dnost\u00ed a z\u00e1kazn\u00edky.<\/p>\n

Co d\u011blat<\/h2>\n

Jak\u00fd je nejlep\u0161\u00ed zp\u016fsob, jak zvl\u00e1dnout takovou situaci?<\/strong> To je ot\u00e1zka, na ni\u017e neexistuj\u00ed standardn\u00ed odpov\u011bdi: neexistuj\u00ed recepty vhodn\u00e9 pro v\u0161echny p\u0159\u00edpady.<\/p>\n

V minulosti jsme vid\u011bli r\u016fzn\u00e9 p\u0159\u00edstupy r\u016fzn\u00fdch spole\u010dnost\u00ed, nebo dokonce r\u016fzn\u00e9 reakce t\u00e9ho\u017e subjektu.<\/p>\n

Od \u00fapln\u00e9ho opu\u0161t\u011bn\u00ed cyklistiky ze strany Mapei<\/strong> a\u017e po Nike<\/strong>, kter\u00e1 tv\u00e1\u0159\u00ed v tv\u00e1\u0159 d\u016fkaz\u016fm opustila Armstronga<\/strong>, ale z\u016fstala sponzorem diskvalifikovan\u00e9 Marie \u0160arapovov\u00e9<\/strong> \u2014 aby nakonec smlouvu neprodlou\u017eila po jej\u00edm vypr\u0161en\u00ed v roce 2020. V roce 2018 p\u0159\u00edpad australsk\u00e9 kriketov\u00e9 reprezentace<\/strong> \u2014 p\u0159isti\u017een\u00e9 p\u0159i \u00faprav\u011b m\u00ed\u010de na h\u0159i\u0161ti \u2014 vedl k rychl\u00e9mu odchodu sponzor\u016f jak n\u00e1rodn\u00edho t\u00fdmu, tak jednotliv\u00fdch hr\u00e1\u010d\u016f. Mezi nimi Magellan Financial Group<\/strong>, kter\u00fd zru\u0161il smlouvu v odhadovan\u00e9 hodnot\u011b p\u0159ibli\u017en\u011b 14 milion\u016f australsk\u00fdch dolar\u016f. Rovn\u011b\u017e v roce 2018 kontroverze kolem Chrise Frooma<\/strong>, obvin\u011bn\u00e9ho z p\u0159ekro\u010den\u00ed limitn\u00edch hodnot salbutamolu, skon\u010dila jeho pln\u00fdm osvobozen\u00edm ze strany CAS v \u010dervenci t\u00e9ho\u017e roku: Froome vyhr\u00e1l Giro d'Italia 2018 a jeho sponzo\u0159i nepoc\u00edtili \u017e\u00e1dn\u00e9 v\u00fdrazn\u011bj\u0161\u00ed n\u00e1sledky.<\/p>\n

Ned\u00e1vno, v roce 2024, p\u0159\u00edpad Jannika Sinnera<\/strong> \u2014 nalezen\u00e9ho pozitivn\u00edho na clostebol a posl\u00e9ze osvobozen\u00e9ho jak ITIA, tak CAS v roce 2025 \u2014 uk\u00e1zal, jak sponzo\u0159i italsk\u00e9ho tenisty (mimo jin\u00e9 Lavazza, Gucci a Prada) zvolili zachov\u00e1n\u00ed partnerstv\u00ed po celou dobu kontroverze, co\u017e se nakonec uk\u00e1zalo jako spr\u00e1vn\u00e1 volba. V It\u00e1lii v roce 2023 skand\u00e1l se s\u00e1zkami v italsk\u00e9 fotbalov\u00e9 lize Serie A<\/strong> zasko\u010dil \u0159adu klub\u016f a jejich obchodn\u00edch partner\u016f, p\u0159i\u010dem\u017e krizov\u00e1 komunikace byla improvizovan\u00e1 a v\u00fdsledky nesourod\u00e9.<\/p>\n

Samoz\u0159ejm\u011b ka\u017ed\u00e1 situace je jin\u00e1, ale jsme si jisti, \u017ee ve\u0159ejnost ji podrobn\u011b analyzuje a dok\u00e1\u017ee rozli\u0161ovat? Nebo je p\u0159ece jen lep\u0161\u00ed odej\u00edt, proto\u017ee lidem nevyhovuje vid\u011bt n\u00e1zev zna\u010dky<\/strong> spojen\u00fd s n\u011bk\u00fdm, kdo podv\u00e1d\u00ed? M\u011bla by tedy firma rozhodovat podle z\u00e1va\u017enosti p\u0159estupku? Nebo by m\u011bla \u010dekat, dokud nen\u00ed vyneseno definitivn\u00ed odsuzuj\u00edc\u00ed rozhodnut\u00ed v\u016f\u010di sportovci nebo t\u00fdmu?<\/p>\n

V\u017edy pl\u00e1novat<\/h2>\n

Samoz\u0159ejm\u011b nen\u00ed m\u00fdm m\u00edstem to \u0159\u00edkat. Co v\u0161ak mohu s jistotou \u0159\u00edct, je to, \u017ee v ka\u017ed\u00e9m p\u0159\u00edpad\u011b mus\u00ed m\u00edt spole\u010dnost pl\u00e1n pro \u0159\u00edzen\u00ed krize<\/strong>, nebo sp\u00ed\u0161e r\u016fzn\u00e9 pl\u00e1ny, kter\u00e9 \u2014 v z\u00e1vislosti na okolnostech, z\u00e1va\u017enosti ud\u00e1lost\u00ed a citlivosti osoby zodpov\u011bdn\u00e9 za komunikaci spole\u010dnosti \u2014 mohou v\u00e9st k r\u016fzn\u00fdm v\u00fdsledk\u016fm… Z\u016fstat s atletem, nebo ho opustit…<\/p>\n

Rozhodnut\u00ed mus\u00ed b\u00fdt p\u0159ijata d\u0159\u00edve, ne\u017e dojde ke katastrof\u011b<\/strong> (v nad\u011bji, \u017ee tyto postupy nebudou pot\u0159eba, ale budou p\u0159ipraveny pro p\u0159\u00edpad, \u017ee se n\u011bco pokaz\u00ed). Co si nelze dovolit, je b\u00fdt zasko\u010den a nereagovat na nevyhnuteln\u00e9 dotazy, kter\u00e9 p\u0159ijdou z m\u00e9di\u00ed.<\/p>\n

Ka\u017ed\u00e1 sponzorsk\u00e1 smlouva<\/a> mus\u00ed nav\u00edc obsahovat dolo\u017eky na ochranu spole\u010dnosti.<\/strong><\/p>\n

Nejen marketingov\u00e1 pr\u00e1va, expozici zna\u010dky, dny se sportovci a n\u00e1v\u0161t\u011bvy pro z\u00e1kazn\u00edky, ale tak\u00e9 smluvn\u00ed pokuty<\/strong> pokr\u00fdvaj\u00edc\u00ed konkr\u00e9tn\u00ed i potenci\u00e1ln\u00ed \u0161kodu, kterou m\u016f\u017ee zp\u016fsobit spojen\u00ed se sportovn\u00ed entitou, kter\u00e1 se chov\u00e1 nevhodn\u011b.<\/p>\n

Chcete v\u011bd\u011bt, jak v\u00e1m m\u016f\u017ee agentura sportovn\u00edho marketingu pomoci co nejl\u00e9pe \u0159\u00eddit sportovn\u00ed sponzoring? Napi\u0161te n\u00e1m na info@rtrsports.com<\/a><\/p>\n

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\u010casto kladen\u00e9 ot\u00e1zky o sportovn\u00edm sponzoringu a skand\u00e1lech<\/b><\/h2>\r\n \r\n
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\r\n Co by m\u011bla spole\u010dnost d\u011blat, kdy\u017e je sponzorovan\u00fd sportovec nebo t\u00fdm zapojen do skand\u00e1lu?<\/b>\r\n <\/h3>\r\n\r\n
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M\u00edt p\u0159edem p\u0159ipraven\u00fd krizov\u00fd pl\u00e1n, je\u0161t\u011b ne\u017e k tomu dojde, v\u010detn\u011b smluvn\u00edch dolo\u017eek chr\u00e1n\u00edc\u00edch spole\u010dnost (smluvn\u00ed pokuty pokr\u00fdvaj\u00edc\u00ed potenci\u00e1ln\u00ed \u0161kodu na image), proto\u017ee rozhodnut\u00ed p\u0159ijat\u00e1 pod medi\u00e1ln\u00edm tlakem jsou t\u00e9m\u011b\u0159 v\u017edy hor\u0161\u00ed ne\u017e ta pl\u00e1novan\u00e1 p\u0159edem.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n\r\n

\r\n Reaguj\u00ed spole\u010dnosti na sportovn\u00ed skand\u00e1l v\u017edy stejn\u011b?<\/b>\r\n <\/h3>\r\n\r\n
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Ne: p\u0159\u00edstupy se velmi li\u0161\u00ed, od \u00fapln\u00e9ho opu\u0161t\u011bn\u00ed (Mapei s cyklistikou po dopingov\u00e9m skand\u00e1lu) po selektivn\u011bj\u0161\u00ed volby (Nike opustila Lance Armstronga, ale ne jin\u00e9 sportovce zapojen\u00e9 do kontroverzn\u00edch p\u0159\u00edpad\u016f) \u2014 neexistuje odpov\u011b\u010f platn\u00e1 pro ka\u017ed\u00fd p\u0159\u00edpad.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Jak se lze smluvn\u011b chr\u00e1nit p\u0159ed sportovn\u00edm skand\u00e1lem?<\/b>\r\n <\/h3>\r\n\r\n
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Vlo\u017een\u00edm specifick\u00fdch dolo\u017eek do sponzorsk\u00e9 smlouvy: smluvn\u00ed pokuty kalkulovan\u00e9 na z\u00e1klad\u011b potenci\u00e1ln\u00ed \u0161kody na image, pr\u00e1vo na okam\u017eit\u00e9 odstoupen\u00ed v p\u0159\u00edpad\u011b diskvalifikace nebo trestn\u00edho odsouzen\u00ed a povinnost sportovce nebo t\u00fdmu zve\u0159ejnit informace o prob\u00edhaj\u00edc\u00edch vy\u0161et\u0159ov\u00e1n\u00edch. Pr\u00e1vn\u00edk specializuj\u00edc\u00ed se na sportovn\u00ed pr\u00e1vo je nezbytn\u00fd pro efektivn\u00ed a vymahateln\u00e9 seps\u00e1n\u00ed t\u011bchto dolo\u017eek.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Kolik m\u016f\u017ee sportovn\u00ed skand\u00e1l st\u00e1t sponzora z hlediska po\u0161kozen\u00ed zna\u010dky?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n

N\u00e1klady jsou obt\u00ed\u017en\u011b odhadnuteln\u00e9, ale re\u00e1ln\u00e9: Magellan Financial Group v roce 2018 opustil smlouvu v hodnot\u011b p\u0159ibli\u017en\u011b 14 milion\u016f australsk\u00fdch dolar\u016f s australsk\u00fdm kriketetem, aby nebyl spojen se skand\u00e1lem ball-tampering. Krom\u011b ztracen\u00e9 smluvn\u00ed hodnoty je t\u0159eba po\u010d\u00edtat s n\u00e1klady na krizovou komunikaci, poklesem pozitivn\u00ed znalosti zna\u010dky a p\u0159\u00edpadn\u00fdm dopadem na prodeje.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Existuj\u00ed p\u0159\u00edpady, kdy skand\u00e1l sponzora nepo\u0161kod\u00ed?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
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Ano: kdy\u017e je sportovec nakonec osvobozen a sponzor se rozhodl z\u016fstat v\u011brn\u00fd \u2014 jako v p\u0159\u00edpad\u011b Chrise Frooma (osvobozen CAS v roce 2018) a Jannika Sinnera (osvobozen v roce 2025) \u2014 m\u016f\u017ee image zna\u010dky dokonce pos\u00edlit jako p\u0159\u00edklad loajality a poctivosti. Kl\u00ed\u010dem je m\u00edt reaktivn\u00ed komunika\u010dn\u00ed pl\u00e1n a schopnost rychle posoudit z\u00e1va\u017enost a pravd\u011bpodobnost definitivn\u00edho odsouzen\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":"

Aktualizov\u00e1no v z\u00e1\u0159\u00ed 2026. V krajn\u00edch p\u0159\u00edpadech se m\u016f\u017ee sponzoring obr\u00e1tit proti samotn\u00e9mu sponzorovi, a proto plat\u00ed zlat\u00e9 pravidlo: b\u00fdt p\u0159ipraven na v\u0161echno. Jsou to sice mezn\u00ed situace, ale co se stane, pokud sportovec nebo t\u00fdm, kter\u00e9ho sponzorujeme, bude p\u0159isti\u017een p\u0159i pou\u017e\u00edv\u00e1n\u00ed dopingov\u00fdch l\u00e1tek? Co se stane, kdy\u017e se uprost\u0159ed z\u00e1pasu nebo z\u00e1vodu chov\u00e1n\u00ed va\u0161eho […]<\/p>\n","protected":false},"author":14,"featured_media":157593,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20228],"tags":[],"class_list":["post-351312","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-sponzorstvi"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSportovn\u00ed Sponzoring a Skand\u00e1ly: Jak Zna\u010dky Zvl\u00e1daj\u00ed Krizi<\/title>\n<meta name=\"description\" content=\"Jak zvl\u00e1dnout sportovn\u00ed skand\u00e1l jako sponzor: re\u00e1ln\u00e9 p\u0159\u00edpady, smluvn\u00ed dolo\u017eky a krizov\u00e9 pl\u00e1ny na ochranu va\u0161\u00ed zna\u010dky.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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