{"id":352287,"date":"2018-06-27T13:07:12","date_gmt":"2018-06-27T11:07:12","guid":{"rendered":"https:\/\/rtrsports.com\/falesne-sportovni-sponzorstvo-jak-je-rozeznat-a-vyhnout-se-jim\/"},"modified":"2026-09-09T19:27:15","modified_gmt":"2026-09-09T17:27:15","slug":"falesne-sportovni-sponzorstvo-jak-je-rozeznat-a-vyhnout-se-jim","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/falesne-sportovni-sponzorstvo-jak-je-rozeznat-a-vyhnout-se-jim\/","title":{"rendered":"Fale\u0161n\u00e9 Sportovn\u00ed Sponzorstvo: Jak Je Rozeznat a Vyhnout se Jim"},"content":{"rendered":"

Zpr\u00e1va p\u0159i\u0161la za\u010d\u00e1tkem roku 2025 a p\u0159\u00edli\u0161 nep\u0159ekvapila \u2014 snad jen sv\u00fdm rozsahem. \u0160est zat\u010den\u00fdch, zn\u00e1m\u00fd rallyov\u00fd jezdec v dom\u00e1c\u00edm v\u011bzen\u00ed a italsk\u00e1 Guardia di Finanza rozebrala s\u00ed\u0165 fale\u0161n\u00e9ho sportovn\u00edho sponzorstv\u00ed<\/strong> v hodnot\u011b 80 milion\u016f eur. Zapleten\u00e9 spole\u010dnosti vystavovaly faktury za sponzorstv\u00ed rallov\u00fdch z\u00e1vod\u016f, kter\u00e9 se nikdy nekonaly, nebo za podm\u00ednek z\u00e1sadn\u011b odli\u0161n\u00fdch od deklarovan\u00fdch. C\u00edl byl jedin\u00fd \u2014 umo\u017enit kupuj\u00edc\u00edm firm\u00e1m ode\u010d\u00edst neexistuj\u00edc\u00ed n\u00e1klady a z\u00edskat DPH zp\u011bt z fiktivn\u00edch transakc\u00ed. Potvrzen\u00e9 da\u0148ov\u00e9 \u00faniky p\u0159es\u00e1hly jeden\u00e1ct milion\u016f eur.<\/p>\n

Nebyl to izolovan\u00fd p\u0159\u00edpad. O n\u011bkolik m\u011bs\u00edc\u016f d\u0159\u00edve byly v Ligurii v r\u00e1mci operace Bulk rozebr\u00e1ny t\u0159i amat\u00e9rsk\u00e9 sportovn\u00ed spolky v oblasti Tigullia: 2,5 milionu eur v faktur\u00e1ch za sponzorstv\u00ed, kter\u00e9 nikdy nebylo poskytnuto. V Latin\u011b v roce 2024 vy\u0161et\u0159ov\u00e1n\u00ed zapojilo 114 podez\u0159el\u00fdch do s\u00edt\u011b za 17 milion\u016f. V Rieti ve stejn\u00e9m roce bylo zrekonstruov\u00e1no p\u0159ibli\u017en\u011b dva miliony eur faktur za neexistuj\u00edc\u00ed transakce \u2014 a to v pr\u016fb\u011bhu t\u0159\u00ed let vy\u0161et\u0159ovac\u00ed pr\u00e1ce.<\/p>\n

Tento jev je syst\u00e9mov\u00fd, opakuj\u00edc\u00ed se a \u2014 co je pro osoby p\u0159ij\u00edmaj\u00edc\u00ed marketingov\u00e1 rozhodnut\u00ed nejd\u016fle\u017eit\u011bj\u0161\u00ed \u2014 net\u00fdk\u00e1 se pouze pachatel\u016f. T\u00fdk\u00e1 se tak\u00e9 ob\u011bt\u00ed, kter\u00e9 jednaj\u00ed v dobr\u00e9 v\u00ed\u0159e, s da\u0148ov\u00fdmi a reputa\u010dn\u00edmi d\u016fsledky, je\u017e jsou obt\u00ed\u017en\u011b reverzibiln\u00ed.<\/p>\n

Zlozvyk diskredituj\u00edc\u00ed cel\u00e9 odv\u011btv\u00ed<\/h2>\n

Fale\u0161n\u00e9 sportovn\u00ed sponzorstv\u00ed<\/strong>, nafoukl\u00e9 faktury, smlouvy s pom\u011brem jeden ku t\u0159em mezi deklarovanou a skute\u010dnou hodnotou, pran\u00ed pen\u011bz maskovan\u00e9 jako obchodn\u00ed dohody: to jsou trestn\u00e9 \u010diny, ne da\u0148ov\u00e9 zkratky. A jsou rakovinou odv\u011btv\u00ed, kter\u00e9 \u2014 kdy\u017e funguje spr\u00e1vn\u011b \u2014 p\u0159in\u00e1\u0161\u00ed zna\u010dk\u00e1m, kter\u00e9 si jej vybraj\u00ed metodicky, m\u011b\u0159iteln\u00e9 a trval\u00e9 marketingov\u00e9 v\u00fdsledky.<\/p>\n

Skute\u010dn\u00fd probl\u00e9m nen\u00ed pouze pr\u00e1vn\u00ed. Je kulturn\u00ed. Ka\u017ed\u00e9 nov\u00e9 vy\u0161et\u0159ov\u00e1n\u00ed \u2014 Ghost Castle v roce 2018, Hidden Accounts ve stejn\u00e9m roce, operace z let 2024 a 2025 \u2014 \u017eiv\u00ed ned\u016fv\u011bru, kter\u00e1 zasahuje i seri\u00f3zn\u00ed hr\u00e1\u010de: strukturovan\u00e9 agentury, marketing mana\u017eery pracuj\u00edc\u00ed se skute\u010dn\u00fdmi sportovn\u00edmi subjekty a ov\u011b\u0159iteln\u00fdmi smlouvami. Tvrd\u00fd postup org\u00e1n\u016f \u010dinn\u00fdch v trestn\u00edm \u0159\u00edzen\u00ed je nezbytn\u00fd. Nesta\u010d\u00ed v\u0161ak s\u00e1m o sob\u011b: trh se mus\u00ed nau\u010dit rozli\u0161ovat.<\/p>\n

Varovn\u00e9 sign\u00e1ly: jak poznat fale\u0161n\u00e9 sportovn\u00ed sponzorstv\u00ed<\/h2>\n

Kdo navrhuje fale\u0161n\u00e9 sportovn\u00ed sponzorstv\u00ed, ned\u011bl\u00e1 to s manifestem. D\u011bl\u00e1 to prost\u0159ednictv\u00edm \u0159ady prvk\u016f, kter\u00e9 jednotliv\u011b mohou vypadat norm\u00e1ln\u011b. Dohromady by ale m\u011bly spustit alarm.<\/p>\n

Da\u0148ov\u00e1 v\u00fdhoda jako hlavn\u00ed argument.<\/strong> Legitimn\u00ed sportovn\u00ed sponzorstv\u00ed se prod\u00e1v\u00e1 s marketingov\u00fdmi argumenty: viditelnost, pov\u011bdom\u00ed o zna\u010dce, p\u0159\u00edstup k publiku, generov\u00e1n\u00ed obsahu, hospitality. Pokud zah\u00e1j\u00ed rozhovor slovy \u201em\u016f\u017eete ode\u010d\u00edst 100 % n\u00e1klad\u016f\u201c, konverzace se ji\u017e ubr\u00e1la \u0161patn\u00fdm sm\u011brem. Da\u0148ov\u00e1 v\u00fdhoda m\u016f\u017ee v mez\u00edch z\u00e1kona existovat, ale nem\u016f\u017ee b\u00fdt d\u016fvodem k n\u00e1kupu.<\/p>\n

Chyb\u011bj\u00edc\u00ed podrobn\u00e1 smlouva s ov\u011b\u0159iteln\u00fdmi z\u00e1vazky.<\/strong> V\u00e1\u017en\u00e9 sponzorstv\u00ed produkuje dokumenty: smlouvu s vlastn\u00edkem sportovn\u00edch pr\u00e1v, aktiva\u010dn\u00ed pl\u00e1n, p\u0159eveden\u00e1 pr\u00e1va, o\u010dek\u00e1van\u00e9 KPI. Pokud zprost\u0159edkovatel nedok\u00e1\u017ee p\u0159esn\u011b uk\u00e1zat, co zna\u010dka kupuje, nen\u00ed co koupit.<\/p>\n

Zprost\u0159edkovatel\u00e9 bez ov\u011b\u0159iteln\u00e9 historie.<\/strong> Kdo v oboru p\u016fsob\u00ed roky, m\u00e1 klienty, p\u0159\u00edpadov\u00e9 studie a ov\u011b\u0159itelnou pov\u011bst. Chyb\u00ed-li ve\u0159ejn\u00e1 historie, d\u016fv\u011bryhodn\u00e9 webov\u00e9 str\u00e1nky nebo kontrolovateln\u00e9 reference, riziko je vysok\u00e9.<\/p>\n

Nestandardn\u00ed platebn\u00ed struktury.<\/strong> Pln\u00e9 z\u00e1lohy, po\u017eadavky na hotovost, p\u0159evody na zahrani\u010dn\u00ed \u00fa\u010dty bez zjevn\u00e9ho d\u016fvodu: to jsou v\u0161e ukazatel\u00e9 operace postaven\u00e9 na v\u00fdb\u011br pen\u011bz, ne na poskytov\u00e1n\u00ed slu\u017eby.<\/p>\n

Sportovn\u00ed subjekty obt\u00ed\u017en\u011b nebo v\u016fbec nedohledateln\u00e9.<\/strong> Podvodn\u00e9 operace \u010dasto uv\u00e1d\u011bj\u00ed skute\u010dn\u00e9 sportovn\u00ed ud\u00e1losti \u2014 rally, okruhov\u00fd z\u00e1vod, region\u00e1ln\u00ed sout\u011b\u017e \u2014 ale dohoda s vlastn\u00edkem neexistuje nebo je fiktivn\u00ed. P\u0159\u00edm\u00e1 verifikace u po\u0159adatele akce nebo p\u0159\u00edslu\u0161n\u00e9 sportovn\u00ed federace je nejrychlej\u0161\u00edm zp\u016fsobem, jak odhalit fale\u0161nou nab\u00eddku.<\/p>\n

Co odli\u0161uje seri\u00f3zn\u00ed sportovn\u00ed sponzorstv\u00ed<\/h2>\n

Legitimn\u00ed sportovn\u00ed sponzorstv\u00ed<\/a> m\u00e1 rozpoznatelnou strukturu. Existuje dohoda se skute\u010dn\u00fdm subjektem \u2014 t\u00fdmem, z\u00e1vodn\u00edkem, akc\u00ed, federac\u00ed \u2014 jeho\u017e pr\u00e1va jsou definov\u00e1na a m\u011b\u0159iteln\u00e1. Existuje aktiva\u010dn\u00ed pl\u00e1n, kter\u00fd tato pr\u00e1va p\u0159etavuje v obsah, \u00fa\u010dasti, hospitality a aktivity co-marketingu. Existuje smlouva stanoven\u00ed doby trv\u00e1n\u00ed, podm\u00ednek a z\u00e1vazk\u016f obou stran. A existuje syst\u00e9m reportov\u00e1n\u00ed, kter\u00fd zna\u010dce umo\u017e\u0148uje hodnotit v\u00fdsledky v pr\u016fb\u011bhu \u010dasu.<\/p>\n

Tato cesta nen\u00ed rychl\u00e1 a nen\u00ed levn\u00e1 v tom smyslu, v jak\u00e9m to ch\u00e1pe ten, kdo hled\u00e1 zkratku. Ale je jedinou, kter\u00e1 p\u0159in\u00e1\u0161\u00ed skute\u010dnou hodnotu: nejen okam\u017eitou viditelnost, ale budov\u00e1n\u00ed brand equity, p\u0159\u00edstup ke komunit\u00e1m nad\u0161enc\u016f, origin\u00e1ln\u00ed obsah a \u2014 je-li dob\u0159e strukturov\u00e1na \u2014 efekt, kter\u00fd p\u0159etrv\u00e1 daleko za dobu trv\u00e1n\u00ed samotn\u00e9 smlouvy.<\/p>\n

V tomto odv\u011btv\u00ed p\u016fsob\u00edme od roku 1995. Za t\u0159icet let jsme vid\u011bli mnoho takov\u00fdch p\u0159\u00edb\u011bh\u016f. Konstanta je v\u017edy stejn\u00e1: probl\u00e9m nen\u00ed sportovn\u00ed sponzorstv\u00ed jako n\u00e1stroj. Probl\u00e9m jsou ti, kdo ho pou\u017e\u00edvaj\u00ed jako z\u00e1minku pro n\u011bco jin\u00e9ho.<\/p>\n

Pot\u0159ebn\u00e1 kulturn\u00ed zm\u011bna<\/h2>\n

Marketingov\u00ed mana\u017ee\u0159i mus\u00ed vy\u017eadovat dokumentaci, ov\u011b\u0159ovat subjekty a spolupracovat s agenturami s ov\u011b\u0159itelnou histori\u00ed. Da\u0148ov\u00e1 v\u00fdhoda nem\u016f\u017ee b\u00fdt v\u00fdchoz\u00edm bodem \u017e\u00e1dn\u00e9ho v\u00e1\u017en\u00e9ho obchodn\u00edho rozhovoru.<\/p>\n

Sportovn\u00ed sponzorstv\u00ed je v\u00fdkonn\u00fd n\u00e1stroj. Dob\u0159e pou\u017eit\u00fd buduje zna\u010dky v pr\u016fb\u011bhu \u010dasu, generuje p\u0159\u00edstup ke glob\u00e1ln\u00edmu publiku a produkuje obsah, kter\u00fd \u017e\u00e1dn\u00fd jin\u00fd form\u00e1t nedok\u00e1\u017ee replikovat. \u0160patn\u011b pou\u017eit\u00fd po\u0161kozuje v\u0161echny.<\/p>\n

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\u010cast\u00e9 ot\u00e1zky o fale\u0161n\u00e9m sportovn\u00edm sponzorstvu<\/b><\/h2>\r\n \r\n
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\r\n Jak poznat fale\u0161n\u00e9 sportovn\u00ed sponzorstv\u00ed?<\/b>\r\n <\/h3>\r\n\r\n
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Hlavn\u00ed varovn\u00e9 sign\u00e1ly jsou: zprost\u0159edkovatel prod\u00e1v\u00e1 da\u0148ovou v\u00fdhodu jako hlavn\u00ed argument nam\u00edsto viditelnosti a marketingov\u00fdch benefit\u016f; chyb\u011bj\u00ed podrobn\u00e9 smlouvy s ov\u011b\u0159iteln\u00fdmi z\u00e1vazky a m\u011b\u0159iteln\u00fdmi KPI; uv\u00e1d\u011bn\u00fd sportovn\u00ed subjekt nelze dohledat nebo nepotvrzuje existenci dohody; platebn\u00ed struktury jsou nestandardn\u00ed \u2014 pln\u00e9 z\u00e1lohy p\u0159edem, po\u017eadavky na hotovost nebo p\u0159evody na zahrani\u010dn\u00ed \u00fa\u010dty. Legitimn\u00ed sponzorstv\u00ed stoj\u00ed na definovan\u00fdch pr\u00e1vech, m\u011b\u0159iteln\u00e9m aktiva\u010dn\u00edm pl\u00e1nu a skute\u010dn\u00e9m sportovn\u00edm subjektu, jeho\u017e existenci lze p\u0159\u00edmo ov\u011b\u0159it u po\u0159adatele akce nebo federace.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n

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\r\n Je sportovn\u00ed sponzorstv\u00ed da\u0148ov\u011b odpo\u010ditateln\u00e9?<\/b>\r\n <\/h3>\r\n\r\n
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V It\u00e1lii lze odpo\u010det v\u00fddaj\u016f na sportovn\u00ed sponzorstv\u00ed uznat v mez\u00edch stanoven\u00fdch da\u0148ov\u00fdmi p\u0159edpisy, pokud v\u00fddaj souvis\u00ed s podnikatelskou \u010dinnost\u00ed a slu\u017eba je skute\u010dn\u011b poskytnuta. Probl\u00e9m nast\u00e1v\u00e1, je-li dohoda fiktivn\u00ed nebo je hodnota nadsazena v\u00fdhradn\u011b za \u00fa\u010delem sn\u00ed\u017een\u00ed da\u0148ov\u00e9ho z\u00e1kladu \u2014 v takov\u00e9m p\u0159\u00edpad\u011b jde o trestn\u00fd \u010din, nikoli o legitimn\u00ed da\u0148ovou \u00fasporu. P\u0159ed jak\u00fdmkoli podobn\u00fdm ujedn\u00e1n\u00edm je naprosto nezbytn\u00e9 poradit se s da\u0148ov\u00fdm poradcem a pr\u00e1vn\u00edkem. Zd\u00e1nliv\u00e1 \u00faspora se m\u016f\u017ee velmi rychle prom\u011bnit v n\u00e1klady mnohon\u00e1sobn\u011b vy\u0161\u0161\u00ed ne\u017e p\u016fvodn\u00ed \u201eu\u0161et\u0159en\u00e1\u201c \u010d\u00e1stka.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n

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\r\n Co by m\u011bla obsahovat v\u00e1\u017en\u00e1 smlouva o sportovn\u00edm sponzorstvu?<\/b>\r\n <\/h3>\r\n\r\n
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Kompletn\u00ed smlouva mus\u00ed uv\u00e1d\u011bt: smluvn\u00ed strany, p\u0159eveden\u00e1 pr\u00e1va, pl\u00e1n akc\u00ed nebo \u010dinnost\u00ed, dobu trv\u00e1n\u00ed a podm\u00ednky obnoven\u00ed, finan\u010dn\u00ed pln\u011bn\u00ed a platebn\u00ed podm\u00ednky, reportingov\u00e9 povinnosti a referen\u010dn\u00ed hodnoty KPI. Absence jednoho nebo v\u00edce t\u011bchto prvk\u016f je indik\u00e1torem rizika, kter\u00fd by m\u011bl b\u00fdt p\u0159ed podpisem smlouvy adekv\u00e1tn\u011b vy\u0159e\u0161en. Doporu\u010dujeme v\u017edy konzultovat smlouvu s pr\u00e1vn\u00edkem specializovan\u00fdm na sportovn\u00ed pr\u00e1vo.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n

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\r\n Jak ov\u011b\u0159it d\u016fv\u011bryhodnost agentury sportovn\u00edho sponzorstv\u00ed?<\/b>\r\n <\/h3>\r\n\r\n
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Zkontrolujte historii agentury: roky p\u016fsoben\u00ed, deklarovan\u00e9 klienty dostupn\u00e9 pro p\u0159\u00edm\u00e9 ov\u011b\u0159en\u00ed referencemi, publikovan\u00e9 p\u0159\u00edpadov\u00e9 studie s identifikovateln\u00fdmi sportovn\u00edmi subjekty. Seri\u00f3zn\u00ed agentura pracuje se skute\u010dn\u00fdmi subjekty \u2014 t\u00fdmy, jezdci, akcemi \u2014 jejich\u017e smlouvy jsou ov\u011b\u0159iteln\u00e9. Vyhn\u011bte se t\u011bm, kte\u0159\u00ed nemaj\u00ed web, nemaj\u00ed dolo\u017eiteln\u00e9 reference nebo nejsou schopni prok\u00e1zat smlouvy s uv\u00e1d\u011bn\u00fdmi sportovn\u00edmi subjekty. Zeptejte se p\u0159\u00edmo: S jak\u00fdmi klienty jste pracovali a mohou n\u00e1m d\u00e1t referenci?<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n

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\r\n Jak\u00e9 riziko p\u0159edstavuje pro firmu \u00fa\u010dast v syst\u00e9mu fale\u0161n\u00e9ho sportovn\u00edho sponzorstv\u00ed?<\/b>\r\n <\/h3>\r\n\r\n
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Zapojen\u00e9 spole\u010dnosti \u2014 i v dobr\u00e9 v\u00ed\u0159e \u2014 riskuj\u00ed vym\u00e1h\u00e1n\u00ed neuhrazen\u00fdch dan\u00ed se sankcemi a \u00faroky, trestn\u00ed st\u00edh\u00e1n\u00ed za spolu\u00fa\u010dast na da\u0148ov\u00e9m podvodu a p\u0159edb\u011b\u017en\u00e9 zaji\u0161t\u011bn\u00ed majetku. Na reputa\u010dn\u00ed rovin\u011b m\u016f\u017ee figurov\u00e1n\u00ed ve vy\u0161et\u0159ov\u00e1n\u00ed tohoto druhu m\u00edt dlouhodob\u00e9 d\u016fsledky pro obchodn\u00ed partnery, z\u00e1kazn\u00edky a investory. Zd\u00e1nliv\u00e1 da\u0148ov\u00e1 \u00faspora se velmi rychle prom\u011bn\u00ed v n\u00e1klady mnohon\u00e1sobn\u011b vy\u0161\u0161\u00ed ne\u017e p\u016fvodn\u00ed \u201eu\u0161et\u0159en\u00e1\u201c \u010d\u00e1stka.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n \r\n <\/div>\r\n \n\n","protected":false},"excerpt":{"rendered":"

Zpr\u00e1va p\u0159i\u0161la za\u010d\u00e1tkem roku 2025 a p\u0159\u00edli\u0161 nep\u0159ekvapila \u2014 snad jen sv\u00fdm rozsahem. \u0160est zat\u010den\u00fdch, zn\u00e1m\u00fd rallyov\u00fd jezdec v dom\u00e1c\u00edm v\u011bzen\u00ed a italsk\u00e1 Guardia di Finanza rozebrala s\u00ed\u0165 fale\u0161n\u00e9ho sportovn\u00edho sponzorstv\u00ed v hodnot\u011b 80 milion\u016f eur. Zapleten\u00e9 spole\u010dnosti vystavovaly faktury za sponzorstv\u00ed rallov\u00fdch z\u00e1vod\u016f, kter\u00e9 se nikdy nekonaly, nebo za podm\u00ednek z\u00e1sadn\u011b odli\u0161n\u00fdch od deklarovan\u00fdch. […]<\/p>\n","protected":false},"author":2,"featured_media":157620,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12,20238,20228],"tags":[],"class_list":["post-352287","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motogp","category-sportovni-marketing-cs","category-sportovni-sponzorstvi"],"acf":[],"contentshake_article_id":"","yoast_head":"\nFale\u0161n\u00e9 sportovn\u00ed sponzorstv\u00ed: jak je rozeznat a vyhnout se jim | RTR Sports<\/title>\n<meta name=\"description\" content=\"Jak rozeznat fale\u0161n\u00e9 sportovn\u00ed sponzorstv\u00ed: varovn\u00e9 sign\u00e1ly, nerealistick\u00e9 sliby a co odli\u0161uje seri\u00f3zn\u00ed operaci od podvodu. 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