{"id":351564,"date":"2026-09-08T10:53:07","date_gmt":"2026-09-08T08:53:07","guid":{"rendered":"https:\/\/rtrsports.com\/czym-jest-sponsoring-sportowy-i-jak-dziala\/"},"modified":"2026-09-08T10:58:27","modified_gmt":"2026-09-08T08:58:27","slug":"czym-jest-sponsoring-sportowy-i-jak-dziala","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pl\/blog\/czym-jest-sponsoring-sportowy-i-jak-dziala\/","title":{"rendered":"Czym jest sponsoring sportowy i jak dzia\u0142a"},"content":{"rendered":"<p>Od ponad <strong>30 lat<\/strong> <a href=\"https:\/\/rtrsports.com\/pl\/\"><strong>RTR Sports Marketing<\/strong><\/a> ma <strong>sponsoring sportowy<\/strong> jako sw\u00f3j g\u0142\u00f3wny obszar dzia\u0142alno\u015bci: narz\u0119dzie w wielkiej <em>&#8222;skrzynce z narz\u0119dziami&#8221;<\/em> <strong>marketingu sportowego<\/strong>, kt\u00f3ry sam jest ga\u0142\u0119zi\u0105 marketingu w szerszym sensie.<\/p>\n<h2>Sponsoring i Sport<\/h2>\n<p>Dzi\u0119ki ogromnej ekspozycji medialnej sportu poj\u0119cie sponsoringu jest szeroko znane. Pierwsze przyk\u0142ady, kt\u00f3re przychodz\u0105 do g\u0142owy, to sponsoring koszulek w pi\u0142ce no\u017cnej lub du\u017ce marki na malowaniach samochod\u00f3w <strong>Formu\u0142y 1<\/strong> lub motocykli <a href=\"https:\/\/rtrsports.com\/blog\/motogp-target-del-motomondiale\/\"><strong>MotoGP<\/strong><\/a>. Jednak sponsoring sportowy jest cz\u0119sto \u017ale rozumiany.<\/p>\n<p><strong>Sponsoring sportowy nie polega jedynie na umieszczaniu logo firmy na koszulce pi\u0142karskiej lub karoserii samochodu wy\u015bcigowego<\/strong>. To b\u0142\u0119dne przekonanie prowadzi do licznych nieporozumie\u0144.<\/p>\n<h2>Czym jest sponsoring sportowy: definicja<\/h2>\n<p>Definiujemy sponsoring sportowy jako <strong>nabycie praw w zamian za wynagrodzenie pieni\u0119\u017cne w got\u00f3wce i\/lub towarach\/us\u0142ugach, wynikaj\u0105cych z powi\u0105zania lub skojarzenia z produktem, dru\u017cyn\u0105, organizacj\u0105 lub wydarzeniem, w celu osi\u0105gni\u0119cia korzy\u015bci ekonomicznych, marketingowych lub wizerunkowych z tego powi\u0105zania lub skojarzenia.<\/strong><\/p>\n<p>Ta definicja \u0142\u0105czy trzy podstawowe sfery: <strong>1) sfera praw<\/strong>, <strong>2) sfera skojarzenia<\/strong> i <strong>3) sfera cel\u00f3w<\/strong>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-20008 size-large\" title=\"sponsoring sportowy\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/motogp-1.jpg\" alt=\"sponsoring sportowy\" width=\"600\" height=\"400\" \/><\/p>\n<h3>Sfera praw wynikaj\u0105cych ze sponsoringu<\/h3>\n<p>Sponsoring mo\u017ce generowa\u0107 <strong>dwa rodzaje praw: prawa nabyte i prawa pochodne<\/strong>.<\/p>\n<p><strong>Prawa nabyte<\/strong> to te wyra\u017anie okre\u015blone w umowie: widoczno\u015b\u0107, wykorzystanie wizerunku sportowego, logo na stronie internetowej, obecno\u015b\u0107 w mediach spo\u0142eczno\u015bciowych, u\u017cywanie showbike (dla <a href=\"https:\/\/rtrsports.com\/pl\/sponsoring-motogp\/\"><strong>sponsora MotoGP<\/strong><\/a>) lub showcara (dla <a href=\"https:\/\/rtrsports.com\/pl\/formula-1-sponsoring\/\"><strong>sponsora F1<\/strong><\/a>), przepustki itp.<\/p>\n<p><strong>Prawa pochodne<\/strong> powstaj\u0105 poprzez inteligentne &#8222;\u0107wiczenie&#8221; nabytych korzy\u015bci: konkursy, eventy, kampanie w mediach spo\u0142eczno\u015bciowych, ekskluzywne tre\u015bci.<\/p>\n<p>Temat <a href=\"https:\/\/rtrsports.com\/pl\/czym-jest-aktywacja-sponsoringu-sportowego\/\"><strong>aktywacji sponsoringu<\/strong><\/a> zas\u0142uguje na oddzielne pog\u0142\u0119bione om\u00f3wienie.<\/p>\n<h3>Sfera skojarzenia<\/h3>\n<p>Umowa sponsorska jest pe\u0142noprawnym partnerstwem, kt\u00f3re musi opiera\u0107 si\u0119 na solidnym <strong>zgodno\u015bci warto\u015bci<\/strong> i <strong>dziedzictwie<\/strong>. Jak ma\u0142\u017ce\u0144stwo dw\u00f3ch podmiot\u00f3w, od momentu zawarcia umowy sponsor i sponsorowany zesp\u00f3\u0142 dziel\u0105 swoje warto\u015bci i losy.<\/p>\n<p>Dlatego przed przyst\u0105pieniem do projektu sponsorskiego niezb\u0119dna jest ocena 360\u00b0 oparta na prawid\u0142owym dopasowaniu warto\u015bci.<\/p>\n<h3>Sfera cel\u00f3w<\/h3>\n<p>Kluczowe pytanie brzmi: <strong>co chcemy osi\u0105gn\u0105\u0107?<\/strong> Sponsoring mo\u017ce zwi\u0119ksza\u0107 <strong>\u015bwiadomo\u015b\u0107 marki<\/strong>, budowa\u0107 <strong>lojalno\u015b\u0107 wobec marki<\/strong>, generowa\u0107 <strong>buzz medialny<\/strong>, poprawia\u0107 <strong>pozycjonowanie rynkowe<\/strong> lub wspiera\u0107 <strong>cele B2B<\/strong>.<\/p>\n<p>Ci, kt\u00f3rzy potrzebuj\u0105 rozpoznawalno\u015bci, b\u0119d\u0105 priorytetowo traktowa\u0107 <strong>widoczno\u015b\u0107<\/strong>; ci z celami B2B skupi\u0105 si\u0119 na <a href=\"https:\/\/rtrsports.com\/pl\/motogp-hospitality\/\"><strong>go\u015bcinno\u015bci<\/strong><\/a> lub relacjach z mediami.<\/p>\n<h2>Jak du\u017cy jest rynek sponsoringu sportowego?<\/h2>\n<p>Globalny rynek sponsoringu sportowego przekroczy\u0142 <strong>65 miliard\u00f3w dolar\u00f3w w 2023 roku<\/strong> i prognozuje si\u0119 jego wzrost do ponad 100 miliard\u00f3w przed 2030 rokiem (\u017ar\u00f3d\u0142o: PwC Sports Survey 2024). W motorsporcie \u2014 z Formu\u0142\u0105 1 i MotoGP na czele \u2014 \u015brednie bud\u017cety sponsoringu nale\u017c\u0105 do najwy\u017cszych w ca\u0142ym sporcie.<\/p>\n<p>Zapoznaj si\u0119 z naszymi przewodnikami po <a href=\"https:\/\/rtrsports.com\/pl\/formula-1-sponsoring\/\"><strong>sponsoringu w Formule 1<\/strong><\/a> i <a href=\"https:\/\/rtrsports.com\/pl\/sponsoring-motogp\/\"><strong>sponsoringu w MotoGP<\/strong><\/a>.<\/p>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>Cz\u0119sto zadawane pytania o sponsoring sportowy<\/b><\/h2>\r\n        \r\n        <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Czym jest sponsoring sportowy?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Jakie s\u0105 g\u0142\u00f3wne cele sponsoringu sportowego?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Jaka jest r\u00f3\u017cnica mi\u0119dzy prawami nabytymi a prawami pochodnymi?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Ile kosztuje sponsoring w motorsporcie?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Jak wybra\u0107 odpowiedniego partnera sportowego dla swojej firmy?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n\r\n    <\/div>\r\n    \n","protected":false},"excerpt":{"rendered":"<p>Od ponad 30 lat RTR Sports Marketing ma sponsoring sportowy jako sw\u00f3j g\u0142\u00f3wny obszar dzia\u0142alno\u015bci: narz\u0119dzie w wielkiej &#8222;skrzynce z narz\u0119dziami&#8221; marketingu sportowego, kt\u00f3ry sam jest ga\u0142\u0119zi\u0105 marketingu w szerszym sensie. Sponsoring i Sport Dzi\u0119ki ogromnej ekspozycji medialnej sportu poj\u0119cie sponsoringu jest szeroko znane. Pierwsze przyk\u0142ady, kt\u00f3re przychodz\u0105 do g\u0142owy, to sponsoring koszulek w pi\u0142ce [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":157511,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[],"class_list":["post-351564","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motogp"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Czym jest sponsoring sportowy i jak dzia\u0142a<\/title>\n<meta name=\"description\" content=\"Definicja, cele i korzy\u015bci sponsoringu sportowego dla firm. 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Pe\u0142ny przewodnik RTR Sports: 30 lat do\u015bwiadczenia w motorsporcie.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/rtrsports.com\/pl\/blog\/czym-jest-sponsoring-sportowy-i-jak-dziala\/\" \/>\n<meta property=\"og:site_name\" content=\"RTR Sports\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/RTRSportsMarketing\/\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/rtrsportsmarketing\" \/>\n<meta property=\"og:image\" content=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/902d0c48-095e-4919-81aa-4b8f4d3f198c.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"718\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Emanuele Venturoli\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@twitter.com\/RTR_motoGP\" \/>\n<meta name=\"twitter:site\" content=\"@rtrsports\" \/>\n<meta name=\"twitter:label1\" content=\"Napisane przez\" \/>\n\t<meta name=\"twitter:data1\" content=\"Emanuele Venturoli\" \/>\n\t<meta name=\"twitter:label2\" content=\"Szacowany czas czytania\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minuty\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pl\\\/blog\\\/czym-jest-sponsoring-sportowy-i-jak-dziala\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pl\\\/blog\\\/czym-jest-sponsoring-sportowy-i-jak-dziala\\\/\"},\"author\":{\"name\":\"Emanuele Venturoli\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pl\\\/#\\\/schema\\\/person\\\/6db38b859a8be0e39a3fb94a2a7b0a24\"},\"headline\":\"Czym jest sponsoring sportowy i jak dzia\u0142a\",\"datePublished\":\"2026-09-08T08:53:07+00:00\",\"dateModified\":\"2026-09-08T08:58:27+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pl\\\/blog\\\/czym-jest-sponsoring-sportowy-i-jak-dziala\\\/\"},\"wordCount\":715,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pl\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pl\\\/blog\\\/czym-jest-sponsoring-sportowy-i-jak-dziala\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/902d0c48-095e-4919-81aa-4b8f4d3f198c.jpg\",\"articleSection\":[\"MotoGP\"],\"inLanguage\":\"pl-PL\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/rtrsports.com\\\/pl\\\/blog\\\/czym-jest-sponsoring-sportowy-i-jak-dziala\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pl\\\/blog\\\/czym-jest-sponsoring-sportowy-i-jak-dziala\\\/\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/pl\\\/blog\\\/czym-jest-sponsoring-sportowy-i-jak-dziala\\\/\",\"name\":\"Czym jest sponsoring sportowy i jak dzia\u0142a\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pl\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pl\\\/blog\\\/czym-jest-sponsoring-sportowy-i-jak-dziala\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/pl\\\/blog\\\/czym-jest-sponsoring-sportowy-i-jak-dziala\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/902d0c48-095e-4919-81aa-4b8f4d3f198c.jpg\",\"datePublished\":\"2026-09-08T08:53:07+00:00\",\"dateModified\":\"2026-09-08T08:58:27+00:00\",\"description\":\"Definicja, cele i korzy\u015bci sponsoringu sportowego dla firm. 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