{"id":242198,"date":"2023-09-26T08:32:53","date_gmt":"2023-09-26T06:32:53","guid":{"rendered":"https:\/\/rtrsports.com\/f1-sponsoring-and-csr-make-an-impact-positive\/"},"modified":"2026-10-08T13:30:37","modified_gmt":"2026-10-08T11:30:37","slug":"f1-sponsoring-and-csr-make-an-impact-positive","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pl\/blog\/f1-sponsoring-and-csr-making-a-positive-impact\/","title":{"rendered":"F1 i CSR: jak sponsorzy tworz\u0105 mierzalny wp\u0142yw"},"content":{"rendered":"

Gdy mowa o F1 i CSR<\/strong>, czyli o sponsoringu i spo\u0142ecznej odpowiedzialno\u015bci biznesu, najcz\u0119stsz\u0105 reakcj\u0105 jest sceptycyzm: sport, kt\u00f3ry obje\u017cd\u017ca \u015bwiat samolotami i ci\u0119\u017car\u00f3wkami, nie mo\u017ce by\u0107 zr\u00f3wnowa\u017cony, a sponsor m\u00f3wi\u0105cy o odpowiedzialno\u015bci spo\u0142ecznej uprawia greenwashing. To uzasadnione podejrzenie. Ale dzi\u015b Formu\u0142a 1 mierzy swoje emisje, publikuje wyniki i ma cel z konkretn\u0105 dat\u0105. Dla firmy w\u0142a\u015bnie to sprawia, \u017ce CSR w F1 jest powa\u017cnym tematem: mo\u017cna go udowodni\u0107, a nie tylko zadeklarowa\u0107.<\/p>\n

Czym jest CSR w sponsoringu F1<\/h2>\n

Spo\u0142eczna odpowiedzialno\u015b\u0107 biznesu, CSR, to zbi\u00f3r zobowi\u0105za\u0144 \u015brodowiskowych, spo\u0142ecznych i z zakresu \u0142adu korporacyjnego, kt\u00f3re firma podejmuje poza samym zyskiem. W sponsoringu oznacza to wykorzystanie widoczno\u015bci i zasob\u00f3w partnerstwa do osi\u0105gni\u0119cia mierzalnego wyniku w konkretnej sprawie: emisje, bezpiecze\u0144stwo, inkluzywno\u015b\u0107, edukacja. R\u00f3\u017cnica w stosunku do samej ekspozycji marki polega na tym, \u017ce wynik da si\u0119 policzy\u0107.<\/p>\n

Liczby: ile emituje Formu\u0142a 1 i o ile ograniczy\u0142a emisje<\/h2>\n

W 2019 roku Formu\u0142a 1 wyznaczy\u0142a cel Net Zero do 2030 roku. Punktem wyj\u015bcia jest rok 2018, z \u015bladem w\u0119glowym 228 793 ton ekwiwalentu CO2, warto\u015bci\u0105 przeliczon\u0105 przez sam\u0105 F1 na podstawie dok\u0142adniejszych danych od dostawc\u00f3w. Pod koniec 2024 roku spad\u0142 on do 168 720 ton: o 26% mniej, czyli ponad po\u0142owa minimalnej redukcji o 50% zaplanowanej do 2030 roku.<\/p>\n

Ta liczba wa\u017cy wi\u0119cej, gdy spojrzy si\u0119 na kontekst. W tym samym okresie kalendarz wzr\u00f3s\u0142 z 21 do 24 wy\u015bcig\u00f3w, publiczno\u015b\u0107 na torach z 4 do 6,5 miliona os\u00f3b, a liczba kibic\u00f3w na \u015bwiecie przekroczy\u0142a 826 milion\u00f3w. Wed\u0142ug samej Formu\u0142y 1 bez \u017cadnych dzia\u0142a\u0144 emisje wzros\u0142yby o oko\u0142o 10% w por\u00f3wnaniu z 2018 rokiem.<\/p>\n

Zmieni\u0142 si\u0119 te\u017c samoch\u00f3d. Od 2026 roku jednostki nap\u0119dowe korzystaj\u0105 w 100% ze zr\u00f3wnowa\u017conego paliwa, a moc maksymalna dzieli si\u0119 mniej wi\u0119cej po po\u0142owie mi\u0119dzy silnik spalinowy a cz\u0119\u015b\u0107 elektryczn\u0105. Dla marki, kt\u00f3ra chce m\u00f3wi\u0107 o innowacjach i transformacji energetycznej, to wiarygodna platforma.<\/p>\n

Trzy modele CSR, kt\u00f3re dzia\u0142aj\u0105 w Formule 1<\/h2>\n

Na podstawie pracy z naszymi klientami widz\u0119 trzy sposoby \u0142\u0105czenia sponsoringu z odpowiedzialno\u015bci\u0105 spo\u0142eczn\u0105. Wszystkie dzia\u0142aj\u0105 wtedy, gdy inicjatywa jest zwi\u0105zana z produktem lub bran\u017c\u0105 sponsora, a nie doklejona z wierzchu.<\/p>\n

1. Odpowiedzialno\u015b\u0107 za w\u0142asny produkt: Heineken.<\/strong> W 2016 roku Heineken zadebiutowa\u0142 jako partner F1 kampani\u0105 \u00abWhen You Drive, Never Drink\u00bb, w kt\u00f3rej Sir Jackie Stewart przez ca\u0142y spot odmawia piwa, bo musi prowadzi\u0107. Marka piwa, kt\u00f3ra wykorzystuje Formu\u0142\u0119 1, by powiedzie\u0107, \u017ce za kierownic\u0105 si\u0119 nie pije: przekaz jest sp\u00f3jny z produktem i dlatego jest wiarygodny.<\/p>\n

2. Ograniczanie emisji we w\u0142asnej bran\u017cy: DHL.<\/strong> W 2023 roku DHL, partner logistyczny F1, u\u017cy\u0142 podczas dziewi\u0119ciu europejskich wy\u015bcig\u00f3w 18 ci\u0119\u017car\u00f3wek nap\u0119dzanych biopaliwem HVO100, kt\u00f3re przejecha\u0142y ponad 10 600 kilometr\u00f3w. Emisje transportu drogowego spad\u0142y \u015brednio o 83% w por\u00f3wnaniu z olejem nap\u0119dowym, wed\u0142ug certyfikowanych oblicze\u0144. DHL nie opowiada\u0142 o zr\u00f3wnowa\u017conym rozwoju: zrealizowa\u0142 go ci\u0119\u017car\u00f3wkami, kt\u00f3rymi i tak zarz\u0105dza\u0142.<\/p>\n

3. Inkluzywno\u015b\u0107 i dost\u0119p: F1 Academy.<\/strong> W 2023 roku powsta\u0142a F1 Academy, kobieca seria na poziomie Formu\u0142y 4. Od 2024 roku dziesi\u0119\u0107 \u00f3wczesnych zespo\u0142\u00f3w F1 wspiera ka\u017cdy po jednej zawodniczce startuj\u0105cej w ich barwach (Cadillac, obecny od 2026 roku, do\u0142\u0105czy w 2027), a w 2026 roku w\u0142asny samoch\u00f3d wystawia tak\u017ce grupa LEGO. Dla firmy to konkretny spos\u00f3b na powi\u0105zanie swojej nazwy z inkluzywno\u015bci\u0105, z polem startowym i wynikami sportowymi do opowiedzenia.<\/p>\n

Pi\u0119\u0107 zasad sponsoringu F1 z realnym wp\u0142ywem<\/h2>\n

Gdy firma prosi nas o zbudowanie sponsoringu w Formule 1<\/a> z celem CSR, zawsze zaczynamy od tych pi\u0119ciu zasad.<\/p>\n

    \n
  1. Wybra\u0107 temat bliski w\u0142asnej dzia\u0142alno\u015bci.<\/strong> Heineken m\u00f3wi o odpowiedzialnej konsumpcji, DHL o logistyce. Sp\u00f3jno\u015b\u0107 to pierwsza obrona przed zarzutem greenwashingu.<\/li>\n
  2. Ustali\u0107 mierzalny cel przed podpisaniem umowy.<\/strong> Unikni\u0119te tony CO2, przeszkolone osoby, godziny wolontariatu: liczba wyj\u015bciowa i docelowa.<\/li>\n
  3. Dopasowa\u0107 si\u0119 do strategii zr\u00f3wnowa\u017conego rozwoju zespo\u0142u lub mistrzostw.<\/strong> Cel Net Zero 2030 w F1 daje publiczne ramy, do kt\u00f3rych mo\u017cna si\u0119 odnie\u015b\u0107.<\/li>\n
  4. Zaanga\u017cowa\u0107 pracownik\u00f3w i klient\u00f3w.<\/strong> Hospitality, wizyty w fabryce i wydarzenia mog\u0105 s\u0142u\u017cy\u0107 tak\u017ce programom szkoleniowym lub programom dost\u0119pu dla os\u00f3b, kt\u00f3re normalnie nigdy nie wchodz\u0105 do padoku.<\/li>\n
  5. Raportowa\u0107.<\/strong> Publikowa\u0107 wyniki, nawet cz\u0119\u015bciowe. Niedoskona\u0142a, ale sprawdzalna liczba jest warta wi\u0119cej ni\u017c obietnica.<\/li>\n<\/ol>\n

    Bud\u017cet ma znaczenie, ale sam nie decyduje: za pomoc\u0105 naszego kalkulatora koszt\u00f3w sponsoringu w F1<\/a> mo\u017cna oszacowa\u0107 inwestycj\u0119, a potem trzeba okre\u015bli\u0107, co chce si\u0119 osi\u0105gn\u0105\u0107 poza logo.<\/p>\n

    Ryzyko greenwashingu, powiedziane wprost<\/h2>\n

    Sponsoring, w kt\u00f3rym CSR istnieje tylko w komunikacie prasowym, jest gorszy ni\u017c brak CSR. Publiczno\u015b\u0107 Formu\u0142y 1 jest dobrze poinformowana, prasa bran\u017cowa sprawdza, a dane mistrzostw s\u0105 publiczne: kto obiecuje to, czego nie mierzy, zostaje zdemaskowany. Moim zdaniem to najzdrowsza cz\u0119\u015b\u0107 tej zmiany: zmusza sponsor\u00f3w do robienia prawdziwych rzeczy.<\/p>\n

    Formu\u0142a 1 nie jest sportem o zerowym wp\u0142ywie i szybko nim nie b\u0119dzie. Ale jest sportem, kt\u00f3ry zdecydowa\u0142 si\u0119 mierzy\u0107, i to pozwala robi\u0107 to samo tak\u017ce sponsorom. Najpierw liczby, potem opowie\u015b\u0107.<\/p>\n

    \r\n\r\n

    Najcz\u0119\u015bciej zadawane pytania o sponsor\u00f3w, CSR i Formu\u0142\u0119 1<\/b><\/h2>\r\n \r\n
    \n
    \r\n\r\n

    \r\n Co oznacza CSR w sponsoringu Formu\u0142y 1?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n

    Oznacza wykorzystanie partnerstwa z zespo\u0142em lub mistrzostwami do osi\u0105gni\u0119cia mierzalnego wyniku spo\u0142ecznego lub \u015brodowiskowego, na przyk\u0142ad mniejszych emisji, wi\u0119kszego bezpiecze\u0144stwa lub wi\u0119kszej inkluzywno\u015bci, obok widoczno\u015bci marki.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n

    \r\n\r\n

    \r\n Czy Formu\u0142a 1 ma cel w zakresie zr\u00f3wnowa\u017conego rozwoju?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n

    Tak. W 2019 roku Formu\u0142a 1 wyznaczy\u0142a cel Net Zero do 2030 roku. W por\u00f3wnaniu z 2018 rokiem do ko\u0144ca 2024 roku zmniejszy\u0142a sw\u00f3j \u015blad w\u0119glowy o 26%, z 228 793 do 168 720 ton ekwiwalentu CO2.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n

    \r\n\r\n

    \r\n Jakiego paliwa u\u017cywa Formu\u0142a 1 od 2026 roku?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n

    Od 2026 roku jednostki nap\u0119dowe Formu\u0142y 1 korzystaj\u0105 w 100% ze zr\u00f3wnowa\u017conego paliwa, a moc maksymalna dzieli si\u0119 mniej wi\u0119cej po po\u0142owie mi\u0119dzy silnik spalinowy a komponent elektryczny.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n

    \r\n\r\n

    \r\n Kt\u00f3rzy sponsorzy F1 prowadz\u0105 wiarygodne CSR?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n

    Trzy przyk\u0142ady: Heineken z kampani\u0105 przeciwko je\u017adzie po alkoholu \u00abWhen You Drive, Never Drink\u00bb z 2016 roku; DHL, kt\u00f3ry w 2023 roku obni\u017cy\u0142 \u015brednio o 83% emisje ci\u0119\u017car\u00f3wek podczas europejskich wy\u015bcig\u00f3w dzi\u0119ki biopaliwu HVO100; oraz zespo\u0142y i partnerzy wspieraj\u0105cy zawodniczki F1 Academy.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n

    \r\n\r\n

    \r\n Czym jest F1 Academy?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n

    To kobieca seria na poziomie Formu\u0142y 4, za\u0142o\u017cona w 2023 roku. Od 2024 roku dziesi\u0119\u0107 \u00f3wczesnych zespo\u0142\u00f3w Formu\u0142y 1 wspiera ka\u017cdy po jednej zawodniczce w swoich barwach, a pozosta\u0142e samochody wspieraj\u0105 partnerzy serii.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n

    \r\n\r\n

    \r\n Jak unikn\u0105\u0107 greenwashingu w sponsoringu sportowym?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n

    Wybieraj\u0105c temat sp\u00f3jny z w\u0142asn\u0105 dzia\u0142alno\u015bci\u0105, ustalaj\u0105c mierzalne cele przed podpisaniem umowy, dopasowuj\u0105c si\u0119 do strategii zr\u00f3wnowa\u017conego rozwoju zespo\u0142u lub mistrzostw i publikuj\u0105c wyniki, nawet je\u015bli s\u0105 cz\u0119\u015bciowe.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

    Gdy mowa o F1 i CSR, czyli o sponsoringu i spo\u0142ecznej odpowiedzialno\u015bci biznesu, najcz\u0119stsz\u0105 reakcj\u0105 jest sceptycyzm: sport, kt\u00f3ry obje\u017cd\u017ca \u015bwiat samolotami i ci\u0119\u017car\u00f3wkami, nie mo\u017ce by\u0107 zr\u00f3wnowa\u017cony, a sponsor m\u00f3wi\u0105cy o odpowiedzialno\u015bci spo\u0142ecznej uprawia greenwashing. To uzasadnione podejrzenie. Ale dzi\u015b Formu\u0142a 1 mierzy swoje emisje, publikuje wyniki i ma cel z konkretn\u0105 dat\u0105. Dla […]<\/p>\n","protected":false},"author":14,"featured_media":195991,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20213],"tags":[],"class_list":["post-242198","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formula-1-pl"],"acf":[],"contentshake_article_id":"","yoast_head":"\nF1 i CSR: sponsoring, liczby, przyk\u0142ady i zasady<\/title>\n<meta name=\"description\" content=\"F1 i CSR: emisje ni\u017csze o 26% od 2018 roku, zr\u00f3wnowa\u017cone paliwo od 2026, przyk\u0142ady Heineken, DHL i F1 Academy oraz 5 zasad przeciw greenwashingowi.\" \/>\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\/pl\/blog\/f1-sponsoring-and-csr-making-a-positive-impact\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" 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