{"id":242440,"date":"2024-01-05T16:28:27","date_gmt":"2024-01-05T15:28:27","guid":{"rendered":"https:\/\/rtrsports.com\/roznica-sponsoring-darowizna\/"},"modified":"2025-07-11T12:07:59","modified_gmt":"2025-07-11T10:07:59","slug":"roznica-sponsoring-darowizna","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pl\/blog\/roznica-sponsoring-darowizna\/","title":{"rendered":"Jaka jest r\u00f3\u017cnica mi\u0119dzy sponsoringiem a darowizn\u0105?"},"content":{"rendered":"

Firma, kt\u00f3ra zamierza wspiera\u0107 dru\u017cyn\u0119 lub sportowca, inwestuj\u0105c w nich, musi jasno wiedzie\u0107, jaki jest jej cel i od samego pocz\u0105tku ustali\u0107, czy jest to czysto finansowa operacja wsparcia, czy raczej d\u0142ugoterminowy projekt, kt\u00f3ry ma by\u0107 rozwijany i wykorzystywany na r\u00f3\u017cne sposoby.<\/p>\n

Zar\u00f3wno sponsoring, jak i darowizna wi\u0105\u017c\u0105 si\u0119 z inwestycj\u0105 pieni\u0119\u017cn\u0105, ale podczas gdy pierwszy jest narz\u0119dziem marketingowym, drugi jest gestem dobrej woli wobec spo\u0142eczno\u015bci. <\/strong>Darowizna<\/strong> i sponsoring<\/strong> s\u0105 interesuj\u0105cymi dzia\u0142aniami, ale maj\u0105 r\u00f3\u017cne cele. Zar\u00f3wno dla
\nsponsoring sportowy<\/strong>
\n<\/a> i darowizny<\/strong> wi\u0105\u017ce si\u0119 z inwestycj\u0105 pieni\u0119\u017cn\u0105 w osob\u0119 trzeci\u0105,<\/strong> obie operacje r\u00f3\u017cni\u0105 si\u0119 znacz\u0105co , zw\u0142aszcza pod wzgl\u0119dem marketingowym<\/strong>.<\/p>\n

Po pierwsze, sponsoring daje firmie sponsoruj\u0105cej mo\u017cliwo\u015b\u0107 nabycia wizerunku<\/strong> i praw<\/strong> marketingowych zespo\u0142u, sportowca lub wydarzenia; na przyk\u0142ad mo\u017cliwo\u015b\u0107 wykorzystania nazwiska, s\u0142awy i wizerunku kluczowych sportowc\u00f3w do cel\u00f3w komercyjnych i komunikacyjnych<\/strong>. Sponsoring sportowy jest istotnym narz\u0119dziem marketingowym i z pewno\u015bci\u0105 bardzo skutecznym.<\/p>\n

Z drugiej strony, darowizna<\/strong> nigdy nie powinna by\u0107 wykorzystywana do cel\u00f3w komercyjnych<\/strong> i marketingowych<\/strong>. Chocia\u017c jest to cz\u0119sto wykorzystywane jako narz\u0119dzie PR<\/strong>, darowizna powinna by\u0107 postrzegana jako czysty i prosty akt \u017cyczliwo\u015bci<\/strong> i hojno\u015bci; ludzie lub firmy przekazuj\u0105 to, co chc\u0105, organizacjom lub osobom potrzebuj\u0105cym pomocy.
\nOczekiwanie zwrotu marketingowego w wyniku darowizny jest z pewno\u015bci\u0105 nieetyczne.<\/p>\n

Rozr\u00f3\u017cnienie musi by\u0107 zatem jasne.<\/p>\n

Dlaczego wi\u0119c, je\u015bli chodzi o sport, darowizny i sponsoring s\u0105 cz\u0119sto mylone?<\/h2>\n

Unikaj\u0105c wchodzenia zbyt g\u0142\u0119boko, mo\u017cemy powiedzie\u0107, \u017ce kampanie odpowiedzialno\u015bci spo\u0142ecznej<\/strong> s\u0105 cz\u0119sto postrzegane na granicy mi\u0119dzy darowizn\u0105<\/strong> a d\u0142ugoterminowym sponsoringiem<\/strong>. Musi by\u0107 jasne, \u017ce tak nie jest. We\u017amy na przyk\u0142ad kampani\u0119 sponsorsk\u0105 z udzia\u0142em m\u0142odzie\u017cowej dru\u017cyny pi\u0142karskiej. Sponsoring w tym przypadku obejmuje pokrycie koszt\u00f3w zestawu sportowego, koszt\u00f3w stadionu lub w\u0142asnego logo na materia\u0142ach komunikacyjnych. Jako sponsor<\/strong> masz strategiczny cel i \u015bci\u015ble wsp\u00f3\u0142pracujesz z zespo\u0142em, aby mu pom\u00f3c, a jednocze\u015bnie pokaza\u0107 i promowa\u0107 dzia\u0142ania wspieraj\u0105ce, w kt\u00f3re jeste\u015b zaanga\u017cowany.<\/p>\n

Samo przekazanie darowizny<\/strong> na rzecz m\u0142odzie\u017cowej dru\u017cyny pi\u0142karskiej oznacza udzielenie wsparcia charytatywnego,<\/strong> bez oczekiwania zwrotu z<\/strong> inwestycji i bez wp\u0142ywu na to, w jaki spos\u00f3b zostanie ona wykorzystana.
\nDarczy\u0144ca nie mo\u017ce oczekiwa\u0107, \u017ce b\u0119dzie mia\u0142 wp\u0142yw na decyzje podejmowane przez dru\u017cyn\u0119.<\/p>\n

Korzy\u015bci podatkowe dla darowizn<\/h2>\n

Je\u015bli dokonasz darowizny na rzecz zespo\u0142u lub organizacji, kt\u00f3ra jest nale\u017cycie zarejestrowana jako organizacja charytatywna<\/strong>, masz mo\u017cliwo\u015b\u0107 odliczenia wydatk\u00f3w. Darowizny tego rodzaju mo\u017cna odliczy\u0107 od zysk\u00f3w osi\u0105gni\u0119tych przez sp\u00f3\u0142k\u0119 w roku darowizny, a zatem mo\u017cna oczekiwa\u0107, \u017ce zap\u0142acisz mniejszy podatek. Wi\u0119cej informacji na ten temat mo\u017cna znale\u017a\u0107 (je\u015bli jeste\u015b firm\u0105 w Wielkiej Brytanii) na stronie Gov.uk. Ta sama strona jasno okre\u015bla r\u00f3\u017cnic\u0119 mi\u0119dzy darowizn\u0105 a sponsoringiem<\/strong>: „inwestycje w sponsoring r\u00f3\u017cni\u0105 si\u0119 od darowizn, poniewa\u017c Twoja firma otrzymuje co\u015b w zamian od organizacji sponsoruj\u0105cej”<\/em>, np. prawa do wykorzystania wizerunku, darmowe bilety itp.<\/p>\n

Sponsoring i darowizny w MotoGP<\/h2>\n

Je\u015bli inwestujesz w MotoGP<\/a>, s\u0105 szanse, \u017ce tw\u00f3j sponsoring jest sponsoringiem, a nie darowizn\u0105.<\/p>\n

W ka\u017cdym razie, je\u015bli jeste\u015b zainteresowany wspieraniem sportu w jakikolwiek spos\u00f3b, zawsze mo\u017cesz skontaktowa\u0107 si\u0119 z nami za po\u015brednictwem info@rtrsports.com.<\/p>\n","protected":false},"excerpt":{"rendered":"

Firma, kt\u00f3ra zamierza wspiera\u0107 dru\u017cyn\u0119 lub sportowca, inwestuj\u0105c w nich, musi jasno wiedzie\u0107, jaki jest jej cel i od samego pocz\u0105tku ustali\u0107, czy jest to czysto finansowa operacja wsparcia, czy raczej d\u0142ugoterminowy projekt, kt\u00f3ry ma by\u0107 rozwijany i wykorzystywany na r\u00f3\u017cne sposoby. Zar\u00f3wno sponsoring, jak i darowizna wi\u0105\u017c\u0105 si\u0119 z inwestycj\u0105 pieni\u0119\u017cn\u0105, ale podczas gdy […]<\/p>\n","protected":false},"author":14,"featured_media":179371,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20210],"tags":[],"class_list":["post-242440","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sponsoring-sportowy"],"acf":[],"contentshake_article_id":"","yoast_head":"\nJaka jest r\u00f3\u017cnica mi\u0119dzy sponsoringiem a darowizn\u0105?<\/title>\n<meta name=\"description\" content=\"Chocia\u017c zar\u00f3wno sponsoring sportowy, jak i darowizna wi\u0105\u017c\u0105 si\u0119 z inwestycj\u0105 pieni\u0119\u017cn\u0105 na rzecz strony trzeciej w celu poprawy jej wynik\u00f3w, obie operacje maj\u0105 istotne r\u00f3\u017cnice, zw\u0142aszcza pod wzgl\u0119dem marketingu.\" \/>\n<meta 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