{"id":351321,"date":"2018-05-18T11:13:25","date_gmt":"2018-05-18T09:13:25","guid":{"rendered":"https:\/\/rtrsports.com\/sponsoring-sportowy-skandale\/"},"modified":"2026-09-09T16:59:05","modified_gmt":"2026-09-09T14:59:05","slug":"sponsoring-sportowy-skandale","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pl\/blog\/sponsoring-sportowy-skandale\/","title":{"rendered":"Sponsoring sportowy i skandale: co si\u0119 dzieje, gdy co\u015b idzie nie tak"},"content":{"rendered":"

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

15 lutego 2025 roku, gdy Jannik Sinner przygotowywa\u0142 si\u0119 do obrony tytu\u0142u Australian Open, kt\u00f3ry w\u0142a\u015bnie zdoby\u0142, jego ugoda z WADA sta\u0142a si\u0119 g\u0142\u00f3wn\u0105 wiadomo\u015bci\u0105 dnia: trzymiesi\u0119czna dyskwalifikacja za pozytywny wynik testu na clostebol wykryty w 2024 roku. W ci\u0105gu kolejnych godzin telefony kierownik\u00f3w marketingu w Lavazza, Rolex i innych sponsorach w\u0142oskiego tenisisty za\u0107wi\u0119cza\u0142y. Nie po to, by zako\u0144czy\u0107 partnerstwo, lecz by je potwierdzi\u0107.<\/p>\n

Trzyna\u015bcie lat wcze\u015bniej, 17 pa\u017adziernika 2012 roku, Nike og\u0142osi\u0142o w jednym komunikacie prasowym zako\u0144czenie szesnastoletniego partnerstwa z Lancem Armstrongiem. W ci\u0105gu dw\u00f3ch dziesi\u0105tek godzin Armstrong straci\u0142 Nike, Anheuser-Busch, Trek Bicycles i kaskad\u0119 innych sponsor\u00f3w.<\/p>\n

Ten sam sport, ta sama zakazana substancja, przeciwstawne wyniki. R\u00f3\u017cnica nie le\u017ca\u0142a w wadze naruszenia. Le\u017ca\u0142a w przygotowaniu.<\/p>\n

Klauzula moralna: umowa chroni\u0105ca przed skandalem<\/h2>\n

W terminologii mi\u0119dzynarodowego sportowego prawa handlowego wyspecjalizowanego w sponsoringu sportowym<\/a> na poziomie elity istniej\u0105 dwa odr\u0119bne narz\u0119dzia, kt\u00f3rych ka\u017cda marka powinna si\u0119 domaga\u0107 przed podpisaniem umowy.<\/p>\n

Klauzula moralna<\/strong> nak\u0142ada na sportowca lub w\u0142a\u015bciciela sportowego obowi\u0105zek zachowania: je\u015bli jego zachowanie narazi na szwank reputacj\u0119 sponsora, umowa mo\u017ce zosta\u0107 zawieszona lub jednostronnie rozwi\u0105zana. Klauzula wyj\u015bcia<\/strong> jest bardziej konkretna: precyzyjnie okre\u015bla okoliczno\u015bci uruchamiaj\u0105ce prawo do odst\u0105pienia. Og\u00f3lne klauzule moralne s\u0105 trudne do wyegzekwowania w arbitra\u017cu. Klauzule wyj\u015bcia powi\u0105zane z weryfikowalnymi zdarzeniami uruchamiaj\u0105 si\u0119 automatycznie.<\/p>\n

Trzy odpowiedzi, trzy modele<\/h2>\n

Pierwszy model to natychmiastowe wyj\u015bcie<\/strong>. Armstrong jest archetypem. Przypadek australijskiego krykieta i manipulacji pi\u0142k\u0105 w 2018 roku stosuje ten sam schemat: Magellan Financial Group anulowa\u0142a umow\u0119 szacowan\u0105 na ok. 14 mln dolar\u00f3w australijskich po upublicznieniu nagra\u0144 incydentu w RPA.<\/p>\n

Drugi model to strategiczna lojalno\u015b\u0107<\/strong>. W 2018 roku sponsorzy Chrisa Froome\u2019a czekali na wynik post\u0119powania. CAS oczy\u015bci\u0142 go w lipcu 2018 r.; Froome wygra\u0142 tego roku Giro d\u2019Italia. W 2025 roku Lavazza i Rolex zastosowa\u0142y t\u0119 sam\u0105 logik\u0119 wobec Sinnera: trzymiesi\u0119czna dyskwalifikacja zosta\u0142a osi\u0105gni\u0119ta w drodze bezpo\u015bredniego porozumienia z WADA, a lojalno\u015b\u0107 partner\u00f3w prze\u0142o\u017cy\u0142a si\u0119 na korzy\u015bci wizerunkowe.<\/p>\n

Trzeci model to renegocjacja<\/strong>. We wrze\u015bniu 2025 roku, podczas Vuelta a Espa\u00f1a, dru\u017cyna kolarska Israel-Premier Tech zosta\u0142a uwik\u0142ana w propalesty\u0144skie protesty, kt\u00f3re przerwa\u0142y kilka etap\u00f3w. Premier Tech za\u017c\u0105da\u0142 najpierw usuni\u0119cia s\u0142owa \u201eIsrael\u201d z koszulek, potem trwa\u0142ej zmiany nazwy, a ostatecznie \u2014 po tym jak zesp\u00f3\u0142 zgodzi\u0142 si\u0119 na przemianowanie na NSN Cycling Team \u2014 w listopadzie 2025 roku wypowiedzia\u0142 umow\u0119.<\/p>\n

Plan jest przed umow\u0105<\/h2>\n

Ka\u017cda sytuacja jest inna. Co pozostaje niezmienne, to zasada: decyzje podejmuje si\u0119 zanim co\u015b si\u0119 wydarzy, nie gdy dzwoni telefon<\/strong>. Marka, kt\u00f3ra wchodzi w skandal bez wewn\u0119trznego protoko\u0142u, zmuszona jest do reagowania pod presj\u0105 medi\u00f3w, z bardzo ma\u0142\u0105 ilo\u015bci\u0105 czasu i niekompletn\u0105 informacj\u0105.<\/p>\n

Protok\u00f3\u0142 ma dwa komponenty: umowny \u2014 klauzule w umowie sponsoringowej<\/a>, kary, obowi\u0105zek informowania sponsora o toczonych \u015bledztwach przed ich upublicznieniem \u2014 i organizacyjny: kto decyduje, jak szybko, z jakim przekazem, na jakich kana\u0142ach. Oba musz\u0105 by\u0107 gotowe przed ujawnieniem newsa.<\/p>\n

Opinia publiczna nie zawsze oddziela sponsora oszukanego od wsp\u00f3\u0142winnego. Ta asymetria \u2014 opinia publiczna os\u0105dza w czasie rzeczywistym, post\u0119powania ko\u0144cz\u0105 si\u0119 po latach \u2014 sprawia, \u017ce zapobiegawcze przygotowanie jest jedynym naprawd\u0119 niezawodnym narz\u0119dziem.<\/p>\n

Cz\u0119sto zadawane pytania dotycz\u0105ce sponsoringu sportowego i skandali<\/h2>\n
\r\n\r\n

Cz\u0119sto zadawane pytania dotycz\u0105ce sponsoringu sportowego i skandali<\/b><\/h2>\r\n \r\n
\n
\r\n\r\n

\r\n Czym jest klauzula moralna w umowie sponsoringu sportowego?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Jest to postanowienie umowne zobowi\u0105zuj\u0105ce sportowca, zesp\u00f3\u0142 lub w\u0142a\u015bciciela sportowego do przestrzegania okre\u015blonych standard\u00f3w publicznego zachowania. Je\u015bli dojdzie do skandalu dopingowego, zarzut\u00f3w karnych lub dzia\u0142ania szkodz\u0105cego reputacji sponsora, umowa mo\u017ce zosta\u0107 jednostronnie zawieszona lub rozwi\u0105zana.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Kiedy sponsor powinien korzysta\u0107 z prawa do odst\u0105pienia w czasie skandalu?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Nie ma standardowej odpowiedzi. Strategiczna lojalno\u015b\u0107 mo\u017ce si\u0119 op\u0142aci\u0107, je\u015bli sportowiec zostanie oczyszczony z zarzut\u00f3w lub kara b\u0119dzie \u0142agodna. Natychmiastowe wyj\u015bcie jest preferowane, gdy dowody s\u0105 przyt\u0142aczaj\u0105ce, a d\u0142ugoterminowe szkody wizerunkowe s\u0105 przewidywalne.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Jak sponsor mo\u017ce si\u0119 chroni\u0107 umownie przed potencjalnym skandalem?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Poprzez naleganie na co najmniej trzy elementy w umowie: (1) klauzul\u0119 wyj\u015bcia powi\u0105zan\u0105 z weryfikowalnymi zdarzeniami; (2) kary obliczone na podstawie potencjalnych strat wizerunkowych; (3) obowi\u0105zek ujawnienia informacji: sportowiec musi poinformowa\u0107 sponsora o trwaj\u0105cych \u015bledztwach przed ich upublicznieniem.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Czy skandal mo\u017ce wzmocni\u0107 sponsora zamiast os\u0142abi\u0107?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Tak, w konkretnych przypadkach. Lavazza i Rolex utrzyma\u0142y partnerstwo z Sinnerem przez trzymiesi\u0119czn\u0105 dyskwalifikacj\u0119 w 2025 roku, co wzmocni\u0142o percepcj\u0119 marki. Warunkiem jest to, \u017ce decyzja by\u0142a motywowana \u015bwiadom\u0105 ocen\u0105 ekspozycji na ryzyko.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Co robi agencja sponsoringu sportowego w przypadku skandalu?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Wyspecjalizowana agencja interweniuje na trzech frontach: przed skandalem, negocjuj\u0105c najodpowiedniejsze klauzule; w trakcie skandalu, koordynuj\u0105c komunikacj\u0119 mi\u0119dzy mark\u0105 a w\u0142a\u015bcicielem sportowym; po skandalu, zarz\u0105dzaj\u0105c ewentualn\u0105 renegocjacj\u0105 lub wyj\u015bciem.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n\n","protected":false},"excerpt":{"rendered":"

Zaktualizowano we wrze\u015bniu 2026 r. 15 lutego 2025 roku, gdy Jannik Sinner przygotowywa\u0142 si\u0119 do obrony tytu\u0142u Australian Open, kt\u00f3ry w\u0142a\u015bnie zdoby\u0142, jego ugoda z WADA sta\u0142a si\u0119 g\u0142\u00f3wn\u0105 wiadomo\u015bci\u0105 dnia: trzymiesi\u0119czna dyskwalifikacja za pozytywny wynik testu na clostebol wykryty w 2024 roku. W ci\u0105gu kolejnych godzin telefony kierownik\u00f3w marketingu w Lavazza, Rolex i innych […]<\/p>\n","protected":false},"author":2,"featured_media":157593,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20212,20211,20026,20122],"tags":[],"class_list":["post-351321","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportowy","category-sponsoring-sportowy-pl","category-sponsorizzazioni-sportive","category-sports-marketing-2"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSponsoring Sportowy i Skandale: Klauzula Wyj\u015bcia i Zarz\u0105dzanie Ryzykiem<\/title>\n<meta name=\"description\" content=\"Co dzieje si\u0119 ze sponsorami, gdy sportowiec wik\u0142a si\u0119 w skandal? 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