{"id":351321,"date":"2026-09-04T12:09:41","date_gmt":"2026-09-04T10:09:41","guid":{"rendered":"https:\/\/rtrsports.com\/sponsoring-sportowy-skandale\/"},"modified":"2026-09-04T12:10:02","modified_gmt":"2026-09-04T10:10:02","slug":"sponsoring-sportowy-skandale","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pl\/blog\/sponsoring-sportowy-skandale\/","title":{"rendered":"Sponsoring Sportowy a Skandale. Co si\u0119 dzieje, gdy co\u015b idzie nie tak"},"content":{"rendered":"

Zaktualizowano we wrze\u015bniu 2026.<\/em><\/p>\n

\"sponsoring<\/p>\n

W skrajnych przypadkach sponsoring<\/strong> mo\u017ce obr\u00f3ci\u0107 si\u0119 przeciwko sponsorowi<\/strong>, dlatego z\u0142ota zasada brzmi: by\u0107 gotowym na wszystko<\/strong>. Oczywi\u015bcie to sytuacje graniczne, ale co si\u0119 stanie, je\u015bli sportowiec lub dru\u017cyna, kt\u00f3r\u0105 sponsorujemy, zostanie przy\u0142apana na stosowaniu dopingu?<\/strong> Co je\u015bli w trakcie meczu lub wy\u015bcigu zachowanie Twojej dru\u017cyny b\u0119dzie niesportowe lub agresywne<\/strong>? Lub je\u015bli spr\u00f3buje przekupi\u0107 s\u0119dziego, oferuj\u0105c nieodpowiednie prezenty<\/strong> w zamian za przys\u0142ugi? I co si\u0119 stanie, gdy doprowadzi to do skandalu<\/strong> i p\u00f3\u017aniejszej dyskwalifikacji?<\/p>\n

To wszystko s\u0105 realne scenariusze, a sponsorzy<\/strong> ryzykuj\u0105 zap\u0142acenie wysokiej ceny za co\u015b, o czym nie wiedzieli i co pozostaje poza ich kontrol\u0105. Tego rodzaju zdarzenia nie tylko szkodz\u0105 wizerunkowi dru\u017cyny i dyscypliny sportu<\/strong>, ale nieuchronnie odbijaj\u0105 si\u0119 na jej sponsorach.<\/strong> Jest to szczeg\u00f3lnie prawdziwe w przypadku sponsora tytularnego dru\u017cyny.<\/p>\n

Wiemy, \u017ce warto\u015bci sportu<\/strong> i dru\u017cyny osadzaj\u0105 si\u0119 z czasem na marce sponsora \u2014 i dzieje si\u0119 to zar\u00f3wno w dobrych, jak i z\u0142ych okoliczno\u015bciach. Je\u015bli do tej pory wsp\u00f3\u0142praca uk\u0142ada\u0142a si\u0119 pomy\u015blnie, a nast\u0119pnie wydarzy\u0142a si\u0119 katastrofa, ryzykujesz zniweczenie dotychczasowej dobrej pracy. Wszystko jest zagro\u017cone\u2026 a w gr\u0119 wchodzi relacja zaufania mi\u0119dzy firm\u0105 a klientami.<\/p>\n

Co zrobi\u0107<\/h2>\n

Jaki jest najlepszy spos\u00f3b radzenia sobie z tak\u0105 sytuacj\u0105?<\/strong> To pytanie nie ma standardowych odpowiedzi: nie istnieje jeden przepis dobry na ka\u017cd\u0105 okazj\u0119.<\/p>\n

W przesz\u0142o\u015bci obserwowali\u015bmy r\u00f3\u017cne podej\u015bcia ze strony r\u00f3\u017cnych firm, a nawet r\u00f3\u017cne reakcje tej samej grupy na podobne zdarzenia.<\/p>\n

Od ca\u0142kowitego wycofania si\u0119 Mapei<\/strong> z kolarstwa, a\u017c po Nike<\/strong>, kt\u00f3ra wobec dowod\u00f3w zerwa\u0142a umow\u0119 z Armstrongiem<\/strong>, lecz pozosta\u0142a sponsorem zdyskwalifikowanej Marii Szarapowej<\/strong> \u2014 ostatecznie nie odnawiaj\u0105c kontraktu po jego wyga\u015bni\u0119ciu w 2020 roku. W 2018 roku skandal zwi\u0105zany z australijsk\u0105 reprezentacj\u0105 krykieta<\/strong> \u2014 przy\u0142apan\u0105 na manipulowaniu pi\u0142k\u0105 podczas meczu \u2014 spowodowa\u0142 szybk\u0105 ucieczk\u0119 sponsor\u00f3w zar\u00f3wno od dru\u017cyny narodowej, jak i od poszczeg\u00f3lnych zawodnik\u00f3w. W\u015br\u00f3d nich znalaz\u0142a si\u0119 Magellan Financial Group<\/strong>, kt\u00f3ra zerwa\u0142a umow\u0119 wycenian\u0105 na oko\u0142o 14 milion\u00f3w dolar\u00f3w australijskich. R\u00f3wnie\u017c w 2018 roku kontrowersje wok\u00f3\u0142 Chrisa Froome’a<\/strong>, oskar\u017conego o przekroczenie dopuszczalnych warto\u015bci salbutamolu, zako\u0144czy\u0142y si\u0119 jego pe\u0142nym uniewinnieniem przez CAS w lipcu tamtego roku: Froome wygra\u0142 Giro d’Italia 2018, a jego sponsorzy nie ponie\u015bli \u017cadnych istotnych konsekwencji.<\/p>\n

W ostatnim czasie, w 2024 roku, sprawa Jannika Sinnera<\/strong> \u2014 kt\u00f3remu wykryto clostebol, a kt\u00f3ry nast\u0119pnie zosta\u0142 uniewinniony przez ITIA i CAS w 2025 roku \u2014 pokaza\u0142a, jak sponsorzy w\u0142oskiego tenisisty (w tym Lavazza, Gucci i Prada) zdecydowali si\u0119 utrzyma\u0107 partnerstwa przez ca\u0142y czas trwania kontrowersji, co okaza\u0142o si\u0119 s\u0142uszn\u0105 decyzj\u0105. We W\u0142oszech w 2023 roku skandal zak\u0142adowy w pi\u0142ce no\u017cnej Serie A<\/strong> zaskoczy\u0142 natomiast wiele klub\u00f3w i ich partner\u00f3w handlowych, prowadz\u0105c do chaotycznych i niejednorodnych dzia\u0142a\u0144 w zakresie komunikacji kryzysowej.<\/p>\n

Oczywi\u015bcie ka\u017cda sytuacja jest inna, ale czy jeste\u015bmy pewni, \u017ce opinia publiczna analizuje te sprawy dog\u0142\u0119bnie i potrafi odr\u00f3\u017cni\u0107 win\u0119 od niewinno\u015bci? A mo\u017ce jednak lepiej si\u0119 wycofa\u0107, bo nikomu nie podoba si\u0119 widok nazwy marki<\/strong> powi\u0105zanej z kim\u015b, kto oszukuje? Czy firma powinna zatem podejmowa\u0107 decyzj\u0119 na podstawie powagi przewinienia? A mo\u017ce poczeka\u0107, a\u017c zapadnie prawomocny wyrok skazuj\u0105cy sportowca lub dru\u017cyn\u0119?<\/p>\n

Planuj zawsze<\/h2>\n

Oczywi\u015bcie nie do mnie nale\u017cy rozstrzygni\u0119cie tych kwestii. Jedno jednak mog\u0119 powiedzie\u0107 z ca\u0142\u0105 pewno\u015bci\u0105: w ka\u017cdym przypadku firma musi posiada\u0107 plan zarz\u0105dzania kryzysem<\/strong> \u2014 a w\u0142a\u015bciwie kilka plan\u00f3w, kt\u00f3re w zale\u017cno\u015bci od okoliczno\u015bci, powagi fakt\u00f3w i wra\u017cliwo\u015bci os\u00f3b odpowiedzialnych za komunikacj\u0119 firmy, pozwol\u0105 na r\u00f3\u017cne dzia\u0142ania… Pozosta\u0107 przy sportowcu czy go opu\u015bci\u0107…<\/p>\n

Decyzje musz\u0105 zosta\u0107 podj\u0119te zanim nast\u0105pi katastrofa<\/strong> (maj\u0105c nadziej\u0119, \u017ce te procedury nigdy nie zostan\u0105 u\u017cyte, ale b\u0119d\u0105 gotowe na wypadek, gdy co\u015b p\u00f3jdzie nie tak). Na co firma absolutnie nie mo\u017ce sobie pozwoli\u0107, to by\u0107 zaskoczon\u0105 i nie odpowiada\u0107 na nieuniknione telefony od medi\u00f3w.<\/p>\n

Ponadto ka\u017cda umowa sponsorska<\/a> musi zawiera\u0107 klauzule chroni\u0105ce firm\u0119.<\/strong><\/p>\n

Nie tylko prawa marketingowe, ekspozycja marki, dni z zawodnikami i wizyty dla klient\u00f3w, ale tak\u017ce kary umowne<\/strong> pokrywaj\u0105ce rzeczywiste i potencjalne szkody, jakie mo\u017ce spowodowa\u0107 powi\u0105zanie z niesportowo zachowuj\u0105c\u0105 si\u0119 w\u0142asno\u015bci\u0105 sportow\u0105.<\/p>\n

Chcesz wiedzie\u0107, jak agencja marketingu sportowego mo\u017ce pom\u00f3c Ci w jak najlepszym zarz\u0105dzaniu sponsoringiem sportowym? Napisz do nas na adres info@rtrsports.com<\/a><\/p>\n

\r\n\r\n

Cz\u0119sto zadawane pytania o sponsoring sportowy i skandale<\/b><\/h2>\r\n \r\n
\n
\r\n\r\n

\r\n Co powinna zrobi\u0107 firma, gdy sponsorowany sportowiec lub dru\u017cyna s\u0105 zamieszani w skandal?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Posiada\u0107 ju\u017c gotowy plan kryzysowy, zanim to nast\u0105pi, wraz z klauzulami umownymi chroni\u0105cymi firm\u0119 (kary pokrywaj\u0105ce potencjalne szkody wizerunkowe), poniewa\u017c decyzje podejmowane pod presj\u0105 medi\u00f3w s\u0105 niemal zawsze gorsze od tych zaplanowanych z wyprzedzeniem.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Czy firmy zawsze reaguj\u0105 tak samo na skandal sportowy?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Nie: podej\u015bcia s\u0105 bardzo r\u00f3\u017cne \u2014 od ca\u0142kowitego wycofania (Mapei z kolarstwa po skandalu dopingowym) po bardziej selektywne decyzje (Nike zerwa\u0142o umow\u0119 z Lance\u043c Armstrongiem, ale nie z innymi zawodnikami uwik\u0142anymi w kontrowersyjne sprawy) \u2014 nie istnieje jedna odpowied\u017a w\u0142a\u015bciwa dla ka\u017cdego przypadku.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Jak mo\u017cna si\u0119 chroni\u0107 kontraktowo przed skandalem sportowym?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Wpisuj\u0105c do umowy sponsorskiej konkretne klauzule: kary obliczone na podstawie potencjalnych szk\u00f3d wizerunkowych, prawo do natychmiastowego odst\u0105pienia od umowy w przypadku dyskwalifikacji lub skazania karnego oraz obowi\u0105zki informowania przez sportowca lub dru\u017cyn\u0119 w przypadku tocz\u0105cego si\u0119 post\u0119powania. Prawnik specjalizuj\u0105cy si\u0119 w prawie sportowym jest niezb\u0119dny do sporz\u0105dzenia tych klauzul w spos\u00f3b skuteczny i egzekwowalny.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Ile mo\u017ce kosztowa\u0107 skandal sportowy sponsora pod wzgl\u0119dem szk\u00f3d wizerunkowych?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Koszty s\u0105 trudne do oszacowania, ale s\u0105 realne: Magellan Financial Group zerwa\u0142a umow\u0119 wart\u0105 oko\u0142o 14 milion\u00f3w dolar\u00f3w australijskich z krykietem australijskim w 2018 roku, nie chc\u0105c by\u0107 kojarzona ze skandalem ball-tampering. Poza utracon\u0105 warto\u015bci\u0105 kontraktu, nale\u017cy uwzgl\u0119dni\u0107 koszty komunikacji kryzysowej, spadek pozytywnej \u015bwiadomo\u015bci marki i ewentualny wp\u0142yw na sprzeda\u017c.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Czy s\u0105 przypadki, gdy skandal nie szkodzi sponsorowi?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Tak: gdy sportowiec zostaje nast\u0119pnie uniewinniony, a sponsor zdecydowa\u0142 si\u0119 przy nim pozosta\u0107 \u2014 jak w przypadku Chrisa Froome’a (uniewinniony przez CAS w 2018 r.) i Jannika Sinnera (uniewinniony w 2025 r.) \u2014 wizerunek marki mo\u017ce wyj\u015b\u0107 z tego wzmocniony, jako przyk\u0142ad lojalno\u015bci i uczciwo\u015bci. Kluczowe jest posiadanie reaktywnego planu komunikacji i zdolno\u015bci do szybkiej oceny powagi sytuacji oraz prawdopodobie\u0144stwa wydania ostatecznego wyroku skazuj\u0105cego.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

Zaktualizowano we wrze\u015bniu 2026. W skrajnych przypadkach sponsoring mo\u017ce obr\u00f3ci\u0107 si\u0119 przeciwko sponsorowi, dlatego z\u0142ota zasada brzmi: by\u0107 gotowym na wszystko. Oczywi\u015bcie to sytuacje graniczne, ale co si\u0119 stanie, je\u015bli sportowiec lub dru\u017cyna, kt\u00f3r\u0105 sponsorujemy, zostanie przy\u0142apana na stosowaniu dopingu? Co je\u015bli w trakcie meczu lub wy\u015bcigu zachowanie Twojej dru\u017cyny b\u0119dzie niesportowe lub agresywne? Lub […]<\/p>\n","protected":false},"author":14,"featured_media":157593,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20026,20122],"tags":[],"class_list":["post-351321","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sponsorizzazioni-sportive","category-sports-marketing-2"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSponsoring Sportowy i Skandale: Jak Marki Zarz\u0105dzaj\u0105 Kryzysem<\/title>\n<meta name=\"description\" content=\"Co dzieje si\u0119 ze sponsorami, gdy sportowiec lub dru\u017cyna s\u0105 wp\u0142\u0105tani w skandal? 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