{"id":351312,"date":"2018-05-18T11:13:25","date_gmt":"2018-05-18T09:13:25","guid":{"rendered":"https:\/\/rtrsports.com\/sportovni-sponzoring-skandaly\/"},"modified":"2026-09-09T16:59:38","modified_gmt":"2026-09-09T14:59:38","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: co se stane, kdy\u017e se n\u011bco pokaz\u00ed"},"content":{"rendered":"

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

15.\u00a0\u00fanora 2025, kdy\u017e se Jannik Sinner p\u0159ipravoval na obhajobu titulu na Australian Open, kter\u00fd pr\u00e1v\u011b z\u00edskal, dohoda s WADA se stala novinami dne: t\u0159\u00edm\u011bs\u00ed\u010dn\u00ed zak\u00e1z\u00e1n\u00ed \u010dinnosti pro pozitivn\u00ed test na clostebol zji\u0161t\u011bn\u00fd v\u00a0roce\u00a02024. V\u00a0n\u00e1sleduj\u00edch hodin\u00e1ch za\u010daly vyzv\u00e1n\u011bt telefony marketingov\u00fdch mana\u017eer\u016f u Lavazza, Rolex a dal\u0161\u00edch sponzor\u016f italsk\u00e9ho tenisty. Nikoliv proto, aby ukon\u010dili partnerstvo, n\u00fdvbr\u017e proto, aby ho potvrdili.<\/p>\n

T\u0159in\u00e1ct let p\u0159edesh\u00e1lt, 17.\u00a0\u0159\u00edjna 2012, Nike ozn\u00e1milo v\u00a0jedin\u00e9m tiskov\u00e9m prohl\u00e1\u0161en\u00ed ukon\u010den\u00ed \u0161estn\u00e1ctilet\u00e9ho partnerst\u00ed s Lancem Armstrongem. B\u011bhem\u00a024 hodin Armstrong p\u0159i\u0161el o Nike, Anheuser-Busch, Trek Bicycles a dal\u0161\u00ed sponzory.<\/p>\n

Stejn\u00fd sport, stejn\u00e1 zak\u00e1zan\u00e1 l\u00e1tka, opaczn\u00e9 v\u00fdsledky. Rozd\u00edl nebyl v z\u00e1va\u017enosti poru\u0161en\u00ed. Byl v p\u0159\u00edprav\u011b.<\/p>\n

Moraln\u00ed dolo\u017eska: smlouva chr\u00e1n\u00edc\u00ed p\u0159ed skand\u00e1lem<\/h2>\n

V terminologii mezin\u00e1rodn\u00edho sportovn\u00edho obchodn\u00edho pr\u00e1va \u2014 toho, kter\u00e9 upravuje naprostou v\u011bt\u0161inu smluv o sportovn\u00edm sponzoringu<\/a> na elitni \u00farovni \u2014 existuj\u00ed dva n\u00e1stroje, na kter\u00fdch by ka\u017ed\u00e1 zna\u010dka m\u011bla trvat p\u0159ed podpisem.<\/p>\n

Moraln\u00ed dolo\u017eska<\/strong> ukl\u00e1d\u00e1 sportovci nebo sportovn\u00edmu majetku povinnost chov\u00e1n\u00ed. V\u00fdstupn\u00ed dolo\u017eska<\/strong> je konkr\u00e9tn\u011bj\u0161\u00ed a p\u0159esn\u011b definuje okolnosti, kter\u00e9 spou\u0161t\u011bj\u00ed pr\u00e1vo na odst\u00fapen\u00ed. Generick\u00e9 moraln\u00ed dolo\u017esky jsou v rozhodovu\u010d\u00edm \u0159\u00edzen\u00ed t\u011b\u017eko vym\u00e1hateln\u00e9. V\u00fdstupn\u00ed dolo\u017esky v\u00e1zan\u00e9 na ov\u011b\u0159iteln\u00e9 ud\u00e1losti se spou\u0161t\u011bj\u00ed automaticky.<\/p>\n

T\u0159i reakce, t\u0159i modely<\/h2>\n

Prvn\u00ed model je okam\u017eit\u00fd odchod<\/strong>. Armstrong je archetyp. P\u0159\u00edpad australsk\u00e9ho kr\u00edketu a manipulace s m\u00ed\u010dem v\u00a0roce 2018 sled\u00ed stejn\u00fd vzor: Magellan Financial Group zru\u0161il dohodu odhadovanou na\u00a014 milion\u016f australsk\u00fdch dolar\u016f pot\u00e9, co se z\u00e1b\u011bry incidentu z Ji\u017en\u00ed Afriky staly ve\u0159ejn\u00fdmi.<\/p>\n

Druh\u00fd model je strategick\u00e1 loajalita<\/strong>. V\u00a0roce 2018 sponzo\u0159i Chrise Frooma zvolili vy\u010dkat na v\u00fdsledek \u0159\u00edzen\u00ed. CAS ho osv\u011bta \u010dil v\u00a0\u010dervenci 2018; Froome t\u00e9ho\u017e roku z\u00edskal Giro d\u2019Italia. V\u00a0roce 2025 Lavazza a Rolex uplatnily stejnou logiku v\u016f\u010di Sinnerovi: t\u0159\u00edm\u011bs\u00ed\u010dn\u00ed z\u00e1kaz bylo dosa\u017eeno p\u0159\u00edmou dohodou s WADA a v\u011brnost partner\u016f se prom\u00ed\u010dlila v\u00a0imagov\u00fd p\u0159\u00ednos.<\/p>\n

T\u0159et\u00ed model je renegociace<\/strong>. V\u00a0z\u00e1\u0159\u00ed 2025 b\u011bhem Vuelta a Espa\u00f1a byl cyklistick\u00fd t\u00fdm Israel-Premier Tech za\u0161len do propalestinsk\u00fdch protest\u016f. Premier Tech nejprve po\u017eadoval odstran\u011bn\u00ed slova \u201eIsrael\u201c z\u00a0dress\u016f, pak trvalou zm\u011bnu n\u00e1zvu a nakonec \u2014 pot\u00e9, co t\u00fdm souhlasilpejmen\u00edm na NSN Cycling Team \u2014 v\u00a0listopadu 2025 smlouvu vypov\u011bd\u011bl.<\/p>\n

Pl\u00e1n p\u0159ich\u00e1z\u00ed p\u0159ed smlouvou<\/h2>\n

Ka\u017ed\u00e1 situace je jin\u00e1. Co z\u016fst\u00e1v\u00e1 konstantn\u00ed, je z\u00e1sada: rozhodnut\u00ed se p\u0159ij\u00edmaj\u00ed d\u0159\u00edve, ne\u017e n\u011bco nastane, nikoliv v dob\u011b, kdy zv\u00e1n\u00ed telefon<\/strong>. Zna\u010dka, kter\u00e1 vstoup\u00ed do skand\u00e1lu bez intern\u00edho protokolu, je nucena reagovat pod mediadavin\u00edm tlakem, s m\u00e1lem \u010dasu a nekompln\u00edmi informacemi.<\/p>\n

Protokol m\u00e1 dv\u011b slo\u017eky: smluvn\u00ed \u2014 ustanoven\u00ed ve smlouv\u011b o sponzoringu<\/a>, smluvn\u00ed pokuty, povinnost sportovce informovat sponzora o prob\u00edh\u00e1j\u00edch \u0161et\u0159en\u00edch d\u0159\u00edve, ne\u017e se stanou ve\u0159ejn\u00fdmi \u2014 a organiza\u010dn\u00ed: kdo rozhoduje, jak rychle, s jak\u00fdm sd\u011blen\u00edm, kter\u00fdmi kan\u00e1ly. Ob\u011b mus\u00ed b\u00fdt p\u0159ipraveny d\u0159\u00edve, ne\u017e zpr\u00e1va vypukne.<\/p>\n

Ve\u0159ejnost ne v\u017edy rozli\u0161uje mezi podvedenym sponzorem a spoluvinik. Tato asymetrie \u2014 ve\u0159ejnost soud\u00ed v re\u00e1ln\u00e9m \u010dase, \u0159\u00edzen\u00ed se uzav\u00edraj\u00ed v pr\u016fb\u011bhu let \u2014 \u010din\u00ed preventivn\u00ed p\u0159\u00edpravu jedin\u00fdm skute\u010dn\u011b spolehliv\u00fdm n\u00e1strojem.<\/p>\n

\u010cast\u00e9 ot\u00e1zky t\u00fdkaj\u00edc\u00ed se sportovn\u00edho sponzoringu a skand\u00e1l\u016f<\/h2>\n
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\u010cast\u00e9 ot\u00e1zky t\u00fdkaj\u00edc\u00ed se sportovn\u00edho sponzoringu a skand\u00e1l\u016f<\/b><\/h2>\r\n \r\n
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\r\n Co je moraln\u00ed dolo\u017eska ve smlouv\u011b o sportovn\u00edm sponzoringu?<\/b>\r\n <\/h3>\r\n\r\n
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Je to smluvn\u00ed ustanoven\u00ed, kter\u00e9 ukl\u00e1d\u00e1 sportovci, t\u00fdmu nebo sportovn\u00edmu majetku povinnost dodr\u017eovat ur\u010dit\u00e9 standardy ve\u0159ejn\u00e9ho chov\u00e1n\u00ed. Pokud dojde k dopingov\u00e9mu skand\u00e1lu, trestn\u00edmu obvin\u011bn\u00ed nebo jed\u00e1n\u00ed po\u0161kozuj\u00edc\u00edmu reputaci sponzora, smlouvu lze jednostrann\u011b pozastavit nebo ukon\u010dit.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Kdy by m\u011bl sponzor uplatnit pr\u00e1vo na odst\u00fapen\u00ed b\u011bhem skand\u00e1lu?<\/b>\r\n <\/h3>\r\n\r\n
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Neexistuje standardn\u00ed odpov\u011b\u010f. Strategick\u00e1 loajalita se m\u016f\u017ee vyplatit, pokud je sportovec nakonec zpro\u0161t\u011bn nebo je trest m\u00edrn\u00fd. Okam\u017eit\u00fd odchod je vhodn\u011bj\u0161\u00ed, kdy\u017e d\u016fkazy jsou p\u0159etlakuj\u00edc\u00ed a dlouhodob\u00e9 po\u0161kozen\u00ed reputace je p\u0159edv\u00eddateln\u00e9.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Jak se m\u016f\u017ee sponzor smluvn\u011b chr\u00e1nit p\u0159ed mo\u017en\u00fdm skand\u00e1lem?<\/b>\r\n <\/h3>\r\n\r\n
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Trv\u00e1n\u00edm na alespo\u0148 t\u0159ech prvc\u00edch ve smlouv\u011b: (1) v\u00fdstupn\u00ed dolo\u017eska v\u00e1zan\u00e1 na ov\u011b\u0159iteln\u00e9 ud\u00e1losti; (2) smluvn\u00ed pokuty vypo\u010dtan\u00e9 na z\u00e1klad\u011b potenci\u00e1ln\u00ed reputace \u0161kody; (3) povinnost p\u0159iznat skute\u010dnosti: sportovec mus\u00ed informovat sponzora o prob\u00edh\u00e1j\u00edch \u0161et\u0159en\u00edch d\u0159\u00edve, ne\u017e se stanou ve\u0159ejn\u00fdmi.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n M\u016f\u017ee skand\u00e1l sponzora pos\u00edlit m\u00edsto oslabit?<\/b>\r\n <\/h3>\r\n\r\n
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Ano, v konkr\u00e9tn\u00edch p\u0159\u00edpadech. Lavazza a Rolex zachovaly partnerst\u00ed se Sinnerem b\u011bhem jeho t\u0159\u00edm\u011bs\u00ed\u010dn\u00edho z\u00e1kazu v roce 2025, co\u017e pos\u00edlilo vnechov\u00e1n\u00ed zna\u010dky.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Co d\u011bl\u00e1 agentura sportovn\u00edho sponzoringu v p\u0159\u00edpad\u011b skand\u00e1lu?<\/b>\r\n <\/h3>\r\n\r\n
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Specializovan\u00e1 agentura zasahuje na t\u0159ech front\u00e1ch: p\u0159ed skand\u00e1lem jedn\u00e1n\u00edm o nejvhodn\u011bj\u0161\u00edch smluvn\u00edch ustanoven\u00edch; b\u011bhem skand\u00e1lu koordinac\u00ed komunikace mezi zna\u010dkou a sportovn\u00edm majetkem; po skand\u00e1lu \u0159\u00edzen\u00edm mo\u017en\u00e9 renegociace nebo odchodu.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n\n","protected":false},"excerpt":{"rendered":"

Aktualizov\u00e1no v z\u00e1\u0159\u00ed 2026. 15.\u00a0\u00fanora 2025, kdy\u017e se Jannik Sinner p\u0159ipravoval na obhajobu titulu na Australian Open, kter\u00fd pr\u00e1v\u011b z\u00edskal, dohoda s WADA se stala novinami dne: t\u0159\u00edm\u011bs\u00ed\u010dn\u00ed zak\u00e1z\u00e1n\u00ed \u010dinnosti pro pozitivn\u00ed test na clostebol zji\u0161t\u011bn\u00fd v\u00a0roce\u00a02024. V\u00a0n\u00e1sleduj\u00edch hodin\u00e1ch za\u010daly vyzv\u00e1n\u011bt telefony marketingov\u00fdch mana\u017eer\u016f u Lavazza, Rolex a dal\u0161\u00edch sponzor\u016f italsk\u00e9ho tenisty. Nikoliv proto, aby […]<\/p>\n","protected":false},"author":2,"featured_media":157593,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20230,20229,20228],"tags":[],"class_list":["post-351312","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing","category-sportovni-sponzoring","category-sportovni-sponzorstvi"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSportovn\u00ed Sponzoring a Skand\u00e1ly: V\u00fdstupn\u00ed Dolo\u017eska a \u0158\u00edzen\u00ed Rizik<\/title>\n<meta name=\"description\" content=\"Co se d\u011bje se sponzory, kdy\u017e je sportovec posti\u017een skand\u00e1lem? 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