{"id":298226,"date":"2018-05-11T10:45:47","date_gmt":"2018-05-11T08:45:47","guid":{"rendered":"https:\/\/rtrsports.com\/czym-jest-sponsoring-rzeczowy-lub-barterowy\/"},"modified":"2026-09-09T18:33:55","modified_gmt":"2026-09-09T16:33:55","slug":"czym-jest-sponsoring-rzeczowy-lub-barterowy","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pl\/blog\/sponsoring-in-kind-barter\/","title":{"rendered":"Czym jest sponsoring rzeczowy lub sponsoring barterowy?"},"content":{"rendered":"

Kiedy m\u00f3wi si\u0119 o sponsoringu sportowym, prawie ka\u017cdy wyobra\u017ca sobie prost\u0105 transakcj\u0119: marka p\u0142aci, dru\u017cyna wy\u015bwietla logo. Got\u00f3wka w zamian za widoczno\u015b\u0107. Koniec historii. Rzeczywisto\u015b\u0107 rynkowa jest o wiele ciekawsza \u2014 i bardziej elastyczna \u2014 ni\u017c ten prosty obraz.<\/p>\n

Sponsoring rzeczowy, znany r\u00f3wnie\u017c jako value in kind<\/em> (VIK) lub sponsoring barterowy, istnieje od dziesi\u0119cioleci i jest strukturalnie wbudowany w kontrakty zespo\u0142\u00f3w takich jak Scuderia Ferrari, Mercedes-AMG F1 i Ducati MotoGP. Nie jest to droga na skr\u00f3ty dla tych, kt\u00f3rzy nie maj\u0105 bud\u017cetu. Jest to mechanizm partnerstwa, kt\u00f3ry dzia\u0142a, gdy aktywa wnoszone przez mark\u0119 maj\u0105 prawdziw\u0105, mierzaln\u0105 i istotn\u0105 warto\u015b\u0107 dla zespo\u0142u.<\/p>\n

Czym jest sponsoring rzeczowy (lub value in kind)?<\/h2>\n

Sponsoring rzeczowy to umowa, w kt\u00f3rej sponsor uzyskuje te same prawa marketingowe co tradycyjny sponsoring \u2014 logo na malowaniu samochodu, dost\u0119p do hospitality, licencje wizerunkowe, widoczno\u015b\u0107 cyfrowa \u2014 ale wynagrodzenie nie jest (lub nie jest wy\u0142\u0105cznie) pieni\u0119\u017cne. P\u0142atno\u015b\u0107 odbywa si\u0119 w ca\u0142o\u015bci lub cz\u0119\u015bciowo poprzez produkty lub us\u0142ugi, kt\u00f3re zesp\u00f3\u0142 chce otrzymywa\u0107.<\/p>\n

Przet\u0142umaczone na j\u0119zyk biznesowy: zamiast przelewa\u0107 setki tysi\u0119cy euro na konto bankowe, firma dostawcza dostarcza sw\u00f3j produkt lub us\u0142ug\u0119 zespo\u0142owi po uzgodnionej warto\u015bci. Zesp\u00f3\u0142 buduje na tym sw\u00f3j \u0142a\u0144cuch dostaw. Firma uzyskuje widoczno\u015b\u0107 i prawa. Obie strony rejestruj\u0105 warto\u015b\u0107 \u2014 prawdziw\u0105, konkretn\u0105, mierzaln\u0105.<\/p>\n

Barter nie znikn\u0105\u0142 wraz ze \u015bredniowieczem. Po prostu sta\u0142 si\u0119 bardziej wyrafinowany.<\/p>\n

Jak to dzia\u0142a w motorsporcie najwy\u017cszego poziomu: trzy prawdziwe przyk\u0142ady<\/h2>\n

Motorsport najwy\u017cszego poziomu \u2014 Formu\u0142a 1, MotoGP, WEC \u2014 dostarcza najclearniejszych studi\u00f3w przypadku, poniewa\u017c czo\u0142owe zespo\u0142y dzia\u0142aj\u0105 jak firmy warte setki milion\u00f3w euro z kompleksowym i kosztownym \u0142a\u0144cuchem dostaw.<\/p>\n

Petronas i Mercedes-AMG F1.<\/strong> PETRONAS jest sponsorem tytu\u0142arnym zespo\u0142u z siedzib\u0105 w Brackley od 2010 roku: nazwa malezyjskiej firmy jest cz\u0119\u015bci\u0105 marki samego zespo\u0142u. Ale Petronas nie przynosi tylko czeku. Przynosi paliwa i smary opracowane wsp\u00f3lnie z dzia\u0142em technicznym Mercedesa. Formu\u0142y chemiczne zoptymalizowane pod k\u0105tem hybrydowego uk\u0142adu nap\u0119dowego Mercedesa przyczyni\u0142y si\u0119 do o\u015bmiu kolejnych Mistrzostwo Konstruktor\u00f3w mi\u0119dzy 2014 a 2021 rokiem. Umowa Petronas jest hybrydowa z definicji: cz\u0119\u015bciowo got\u00f3wkowa, cz\u0119\u015bciowo wysoko warto\u015bciowy produkt techniczny. \u017cadna ze stron nie mia\u0142aby takiej umowy bez drugiej.<\/p>\n

Shell i jego podw\u00f3jna obecno\u015b\u0107 w F1 i MotoGP.<\/strong> Shell jest partnerem technicznym Scuderia Ferrari w Formule 1, umowa obejmuje dedykowane paliwa i smary dla jednostki nap\u0119dowej Ferrari. R\u00f3wnolegle Shell wsp\u00f3\u0142pracuje z Ducati w MotoGP. Dwa mistrzostwa, dwa w\u0142oskie zespo\u0142y, sp\u00f3jne pozycjonowanie: nasze produkty pracuj\u0105 w najbardziej wymagaj\u0105cych silnikach na \u015bwiecie. To przekaz niemo\u017cliwy do zbudowania jedynie przez p\u0142acenie za reklamy w bran\u017cowym magazynie.<\/p>\n

DHL i logistyka jako value in kind.<\/strong> DHL jest Globalnym Partnerem Logistycznym Formu\u0142y 1 od 2004 roku, z umow\u0105 odnowion\u0105 w 2024 roku. DHL nie przynosi F1 tylko pieni\u0119dzy: zarz\u0105dza transportem ponad 1\u202f500 ton materia\u0142u mi\u0119dzy 24 torami kalendarza \u015bwiatowego, koordynuj\u0105c operacje mi\u0119dzy kontynentami. Jest to us\u0142uga, kt\u00f3rej F1 absolutnie potrzebuje; DHL \u015bwiadczy j\u0105 w ramach umowy. W zamian: globalna widoczno\u015b\u0107 i reputacja zarz\u0105dzania logistyk\u0105 najbardziej z\u0142o\u017conego cyrku motorsportowego na \u015bwiecie.<\/p>\n

Kiedy sponsoring rzeczowy dzia\u0142a \u2014 i kiedy nie dzia\u0142a<\/h2>\n

Musz\u0119 by\u0107 bezpo\u015bredni w tej kwestii, poniewa\u017c VIK jest zbyt cz\u0119sto proponowany jako rozwi\u0105zanie uniwersalne, cho\u0107 nim nie jest.<\/p>\n

Dzia\u0142a, gdy trzy warunki s\u0105 spe\u0142nione jednocze\u015bnie. Po pierwsze: zesp\u00f3\u0142 naprawd\u0119 potrzebuje tego produktu lub us\u0142ugi \u2014 nie teoretycznie, ale operacyjnie. Po drugie: warto\u015b\u0107 rynkowa produktu lub us\u0142ugi jest mo\u017cliwa do okre\u015blenia i r\u00f3wnowa\u017cna z oferowanymi aktywami marketingowymi. Bartery, kt\u00f3re nie bilansuj\u0105 si\u0119 liczbowo, rozpadaj\u0105 si\u0119 po pierwszym odnowieniu. Po trzecie: marka wchodz\u0105ca w VIK ma weryfikowaln\u0105 histori\u0119 produktu w kontek\u015bcie sportowym \u2014 twierdzenie \u201enasze materia\u0142y \u015bcigaj\u0105 si\u0119 w Formule 1\u201d jest wa\u017cne tylko je\u015bli jest prawdziwe i dokumentowalne.<\/p>\n

Nie dzia\u0142a, gdy VIK jest u\u017cywany jako argument do obni\u017cenia koszt\u00f3w sponsoringu bez wnoszenia realnej warto\u015bci dla zespo\u0142u. Moim zdaniem, to jest najcz\u0119stszy b\u0142\u0105d: marka proponuje VIK nie dlatego, \u017ce ma co\u015b po\u017cytecznego do zaoferowania, ale dlatego, \u017ce nie ma wystarczaj\u0105cej p\u0142ynno\u015bci finansowej. Czo\u0142owe zespo\u0142y natychmiast to rozumiej\u0105 \u2014 i odmawiaj\u0105.<\/p>\n

Jak skonstruowa\u0107 umow\u0119 sponsoringu rzeczowego<\/h2>\n

Je\u015bli marka spe\u0142nia warunki opisane powy\u017cej, konstruowanie pod\u0105\u017ca precyzyjn\u0105 logik\u0105. Trzy kroki operacyjne.<\/p>\n

Pierwszym jest wycena produktu lub us\u0142ugi: wymagana jest dokumentowalna cena katalogowa, weryfikowalny koszt produkcji i idealnie benchmark rynkowy. Bez tych liczb \u017caden dyrektor finansowy zespo\u0142u nie podpisze.<\/p>\n

Drugim jest mapowanie aktyw\u00f3w marketingowych: ka\u017cde prawo do sponsoringu ma szacunkow\u0105 warto\u015b\u0107 \u2014 media value, brand recall, hospitality, licencje. Negocjacje VIK to zawsze \u0107wiczenie wyr\u00f3wnywania dw\u00f3ch wycen.<\/p>\n

Trzecim jest struktura kontraktowa: umowy VIK cz\u0119sto obejmuj\u0105 sk\u0142adnik got\u00f3wkowy i sk\u0142adnik rzeczowy. Umowa na poziomie 60% VIK i 40% got\u00f3wki jest powszechna, szczeg\u00f3lnie we wczesnych fazach relacji z now\u0105 w\u0142asno\u015bci\u0105.<\/p>\n

W celu uzyskania ustrukturyzowanego doradztwa w zakresie sposobu zawarcia takiej umowy z zespo\u0142em MotoGP<\/a> lub Formu\u0142y 1<\/a>, skontaktuj si\u0119 z nami: przeanalizujemy wsp\u00f3lnie wykonalno\u015b\u0107 operacji value in kind w motorsporcie najwy\u017cszego poziomu.<\/p>\n

Podsumowanie<\/h2>\n

Dobrze skonstruowany sponsoring rzeczowy nie jest ostateczno\u015bci\u0105. Jest form\u0105 integracji g\u0142\u0119bsz\u0105 ni\u017c wiele kontrakt\u00f3w got\u00f3wkowych. Marka, kt\u00f3ra dostarcza paliwo zespo\u0142owi, zasiada przy stole na spotkaniach technicznych, wsp\u00f3\u0142tworzy produkt z in\u017cynierami i ma dost\u0119p do tre\u015bci i relacji, kt\u00f3rych czysto p\u0142ac\u0105cy sponsor tytu\u0142arny nie uzyskuje automatycznie.<\/p>\n

Integracja poprzedza logo. Zawsze.<\/strong><\/p>\n

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Cz\u0119sto zadawane pytania dotycz\u0105ce sponsoringu rzeczowego<\/b><\/h2>\r\n \r\n
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\r\n Czym jest sponsoring rzeczowy?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n Jakie s\u0105 prawdziwe przyk\u0142ady sponsoringu rzeczowego w motorsporcie?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n Jaka jest r\u00f3\u017cnica mi\u0119dzy sponsoringiem rzeczowym a tradycyjnym sponsoringiem?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Kiedy warto proponowa\u0107 sponsoring rzeczowy zespo\u0142owi sportowemu?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n Jak oblicza si\u0119 warto\u015b\u0107 sponsoringu rzeczowego?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n \r\n <\/div>\r\n \n\n","protected":false},"excerpt":{"rendered":"

Kiedy m\u00f3wi si\u0119 o sponsoringu sportowym, prawie ka\u017cdy wyobra\u017ca sobie prost\u0105 transakcj\u0119: marka p\u0142aci, dru\u017cyna wy\u015bwietla logo. Got\u00f3wka w zamian za widoczno\u015b\u0107. Koniec historii. Rzeczywisto\u015b\u0107 rynkowa jest o wiele ciekawsza \u2014 i bardziej elastyczna \u2014 ni\u017c ten prosty obraz. Sponsoring rzeczowy, znany r\u00f3wnie\u017c jako value in kind (VIK) lub sponsoring barterowy, istnieje od dziesi\u0119cioleci i […]<\/p>\n","protected":false},"author":14,"featured_media":187551,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20210,20026],"tags":[],"class_list":["post-298226","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sponsoring-sportowy","category-sponsorizzazioni-sportive"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSponsoring Rzeczowy (VIK): Czym Jest i Jak Dzia\u0142a | RTR Sports<\/title>\n<meta name=\"description\" content=\"Sponsoring rzeczowy (Value in Kind) to model, w kt\u00f3rym firma dostarcza produkty lub us\u0142ugi zamiast got\u00f3wki w zamian za prawa sportowe. Dowiedz si\u0119, jak skonstruowa\u0107 umow\u0119 VIK w motorsporcie.\" \/>\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\/sponsoring-in-kind-barter\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Czym jest sponsoring rzeczowy lub sponsoring barterowy?\" \/>\n<meta property=\"og:description\" content=\"Sponsoring rzeczowy (Value in Kind) to model, w kt\u00f3rym firma dostarcza produkty lub us\u0142ugi zamiast got\u00f3wki w zamian za prawa sportowe. 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