{"id":36377,"date":"2024-05-31T16:13:12","date_gmt":"2024-05-31T14:13:12","guid":{"rendered":"https:\/\/am-business.eu\/?p=36377"},"modified":"2024-05-31T16:13:12","modified_gmt":"2024-05-31T14:13:12","slug":"viete-co-je-sportswashing-a-co-jeho-vyuzitie-v-marketingu","status":"publish","type":"post","link":"https:\/\/am-business.eu\/sk\/blog\/viete-co-je-sportswashing-a-co-jeho-vyuzitie-v-marketingu\/","title":{"rendered":"Viete, \u010do je sportswashing? A\u202f\u010do jeho vyu\u017eitie v\u202fmarketingu?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"36377\" class=\"elementor elementor-36377\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a7ffb8a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a7ffb8a\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f146f31\" data-id=\"f146f31\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b01d6d8 elementor-widget elementor-widget-text-editor\" data-id=\"b01d6d8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"auto\">V\u202fdne\u0161nej r\u00fdchlej dobe sa stret\u00e1vame na poli online podnikania s\u202f\u010doraz v\u00e4\u010d\u0161ou konkurencieschopnos\u0165ou. \u010c\u00edm \u010falej t\u00fdm viac spolo\u010dnost\u00ed si h\u013ead\u00e1 spr\u00e1vne cesty ako pozit\u00edvne zap\u00f4sobi\u0165 na svojho kone\u010dn\u00e9ho z\u00e1kazn\u00edka a\u202fspr\u00edjemni\u0165 proces n\u00e1kupu jeho produktov \u010di slu\u017eieb. Aj v\u010faka tomu sa te\u0161\u00edme postupn\u00e9ho rozmachu online marketingu, ktor\u00fd so sebou, tak ako v\u0161etko ostatn\u00e9 v\u202fna\u0161om \u017eivote, v\u0161ak prin\u00e1\u0161a aj mno\u017estvo ot\u00e1znikov, ako spr\u00e1vne postupova\u0165. Vznikaj\u00fa nov\u00e9 a\u202fnov\u00e9 praktiky pomocou ktor\u00fdch dosahujeme \u017eelan\u00e9 v\u00fdsledky. Jednou z\u202fnich pr\u00e1ve sportwashing, na ktor\u00fd sa spolo\u010dne v\u202ftomto \u010dl\u00e1nku bli\u017e\u0161ie pozrieme.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d236f3e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d236f3e\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d94c711\" data-id=\"d94c711\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-11a1378 elementor-widget elementor-widget-heading\" data-id=\"11a1378\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">\u010co sportwashing vlastne je?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f5761da elementor-widget elementor-widget-text-editor\" data-id=\"f5761da\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"auto\">V modernom svete marketingu a PR sa \u010doraz \u010dastej\u0161ie stret\u00e1vame s pojmom sportswashing. \u010co to vlastne znamen\u00e1? Sportswashing je taktika, pri ktorej sa n\u00e1rody, jednotlivci, skupiny, korpor\u00e1cie alebo vl\u00e1dy sna\u017eia zlep\u0161i\u0165 svoju viac \u010di menej po\u0161kvrnen\u00fa reput\u00e1ciu prostredn\u00edctvom \u0161portu. Tento fenom\u00e9n m\u00f4\u017ee zah\u0155\u0148a\u0165 organizovanie ve\u013ek\u00fdch \u0161portov\u00fdch podujat\u00ed, sponzorovanie \u0161portov\u00fdch t\u00edmov alebo zapojenie sa do r\u00f4znych \u0161portov\u00fdch aktiv\u00edt. Hoci sportswashing m\u00f4\u017ee na prv\u00fd poh\u013ead vyzera\u0165 ako nevinn\u00e1 a pozit\u00edvna snaha podpori\u0165 \u0161port, neraz sa za n\u00edm skr\u00fdva z\u00e1mer odvies\u0165 pozornos\u0165 od kontroverzn\u00fdch a negat\u00edvnych aspektov spojen\u00fdchs t\u00fdmito organiz\u00e1ciami.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7053c37 elementor-widget elementor-widget-image\" data-id=\"7053c37\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"599\" src=\"https:\/\/am-business.eu\/wp-content\/uploads\/2024\/05\/toyota-center-sportswashing-szponzor-sponzoracia-1024x767.jpg\" class=\"attachment-large size-large wp-image-36408\" alt=\"Toyota Center Amerik\u00e1ban, a jap\u00e1n aut\u00f3gy\u00e1r az egyik sportcsapat stadionj\u00e1nak n\u00e9vad\u00f3ja.\" srcset=\"https:\/\/am-business.eu\/wp-content\/uploads\/2024\/05\/toyota-center-sportswashing-szponzor-sponzoracia-1024x767.jpg 1024w, https:\/\/am-business.eu\/wp-content\/uploads\/2024\/05\/toyota-center-sportswashing-szponzor-sponzoracia-300x225.jpg 300w, https:\/\/am-business.eu\/wp-content\/uploads\/2024\/05\/toyota-center-sportswashing-szponzor-sponzoracia-768x576.jpg 768w, https:\/\/am-business.eu\/wp-content\/uploads\/2024\/05\/toyota-center-sportswashing-szponzor-sponzoracia-1536x1151.jpg 1536w, https:\/\/am-business.eu\/wp-content\/uploads\/2024\/05\/toyota-center-sportswashing-szponzor-sponzoracia-200x150.jpg 200w, https:\/\/am-business.eu\/wp-content\/uploads\/2024\/05\/toyota-center-sportswashing-szponzor-sponzoracia.jpg 1920w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-0497b73 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"0497b73\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-44e8d11\" data-id=\"44e8d11\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-701b654 elementor-widget elementor-widget-heading\" data-id=\"701b654\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Ako to\u202fre\u00e1lne funguje?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e7cf0f4 elementor-widget elementor-widget-text-editor\" data-id=\"e7cf0f4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"auto\">Jedno z\u202fprv\u00fdch ve\u013ek\u00fdch pou\u017eit\u00ed term\u00ednu &#8222;sportswashing&#8220; by sme po\u013eahky mohli spoji\u0165 s\u202fAzerbajd\u017eanom. Ten sa v\u202froku 2015 rozhodol pre usporiadanie Eur\u00f3pskych hier v Baku. V\u202f2016 zas nasledova\u0165 Grand Prix Formuly jeden\u00a0 a\u202fv\u202f2017 to zas bola Ve\u013ek\u00e1 cena Azerbajd\u017eanu a\u202fturistick\u00e9 autority v\u202ftomto \u0161t\u00e1te zas radi sponzoruj\u00fa Atl\u00e9tico Madrid, \u010do nie je \u017eiadne tajomstvo.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Krajiny Perzsk\u00e9ho z\u00e1livu, ako napr\u00edklad Katar a Saudsk\u00e1 Ar\u00e1bia, s\u00fa v posledn\u00fdch rokoch tie\u017e \u010dasto obvi\u0148ovan\u00e9 z tejto praktiky. Argumentuj\u00fa v\u0161ak, \u017ee ich invest\u00edcie do \u0161portu s\u00fa motivovan\u00e9 snahou u\u017ei\u0165 si \u0161portov\u00e9 podujatia alebo podpori\u0165 nov\u00e9 invest\u00edcie. Napriek tomu sa n\u00e1jde nejedna organiz\u00e1cia bojuj\u00faca za \u013eudsk\u00e9 pr\u00e1va, ktor\u00e1 vn\u00edma ich pozit\u00edvny vz\u0165ah k\u202f\u0161portu z\u202ftro\u0161ku inej strany. Futbalov\u00fd \u0161ampion\u00e1t v\u202fKatare v\u202froku 2022 bol pod\u013ea jeho predstavite\u013eov v\u0161ak len snahou o\u202fbezprecedentn\u00fa pr\u00edle\u017eitos\u0165 uk\u00e1za\u0165 skuto\u010dn\u00fd obraz arabsk\u00e9ho sveta ako pr\u00edvetivej, mierovej a\u202fpohostinnej oblasti. Predstavitelia FIFA boli dokonca obvinen\u00ed z\u202fkorupcie, podobne ako sa stalo pri Majstrovstv\u00e1ch sveta vo futbale v\u202froku 2018.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Tie sa konali v\u202fRusku a\u202fmnoh\u00fdmi organiz\u00e1ciami s\u00fa tie\u017e pova\u017eovan\u00e9 za pr\u00edklad sportswashingu. Toto podujatie pomohlo Rusku presun\u00fa\u0165 glob\u00e1lne diskusie z jeho kontroverznej zahrani\u010dnej politiky na \u00faspech svetov\u00e9ho \u0161ampion\u00e1tu.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8244e97 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8244e97\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f3c5a70\" data-id=\"f3c5a70\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d5e9e6e elementor-widget elementor-widget-heading\" data-id=\"d5e9e6e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Sportswashing a jeho miesto v\u202fmarketingu<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-00ca171 elementor-widget elementor-widget-text-editor\" data-id=\"00ca171\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"auto\">V marketingu je budovanie pozit\u00edvnej verejnej mienky a d\u00f4very k\u013e\u00fa\u010dov\u00e9. Sportswashing sa m\u00f4\u017ee zda\u0165 ako efekt\u00edvny sp\u00f4sob, ako dosiahnu\u0165 tieto ciele. \u0160port m\u00e1 toti\u017e jedine\u010dn\u00fa schopnos\u0165 sp\u00e1ja\u0165 \u013eud\u00ed, in\u0161pirova\u0165 a vytv\u00e1ra\u0165 pozit\u00edvne em\u00f3cie. Tie sa potom po\u013eahky spoja so zna\u010dkou, n\u00e1zvom \u010di lok\u00e1ciou. T\u00fdm maj\u00fa \u013eudia neraz tendenciu ospravedlni\u0165 prehre\u0161ky, ktor\u00fdch sa tak\u00e1to organiz\u00e1cia dopustila.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Napr\u00edklad Katar investoval pribli\u017ene 220 mili\u00e1rd dol\u00e1rov do infra\u0161trukt\u00fary a pr\u00edpravy na majstrovstv\u00e1 sveta vo futbale v roku 2022. Saudsk\u00e1 Ar\u00e1bia minula najmenej 1,5 miliardy dol\u00e1rov na r\u00f4zne \u0161portov\u00e9 aktivity, aby zlep\u0161ila svoj medzin\u00e1rodn\u00fd imid\u017e. Tieto invest\u00edcie nie s\u00fa len o organizovan\u00ed podujat\u00ed, ale aj o budovan\u00ed infra\u0161trukt\u00fary, ktor\u00e1 m\u00e1 dlhodob\u00fd pozit\u00edvny dopad na krajinu.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d68eaa2 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d68eaa2\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-378d926\" data-id=\"378d926\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d3b998c elementor-widget elementor-widget-heading\" data-id=\"d3b998c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Je sportswashing dobr\u00e1 strat\u00e9gia?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-96033d8 elementor-widget elementor-widget-text-editor\" data-id=\"96033d8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"auto\">Z poh\u013eadu marketingu m\u00f4\u017ee sportswashing prinies\u0165 kr\u00e1tkodob\u00e9 v\u00fdhody, ako s\u00fa pozit\u00edvna publicita a zv\u00fd\u0161en\u00fd z\u00e1ujem verejnosti. Av\u0161ak, z dlhodob\u00e9ho h\u013eadiska je t\u00e1to strat\u00e9gia \u010dasto vn\u00edman\u00e1 ako neetick\u00e1 a manipulat\u00edvna. Kritici tvrdia, \u017ee sportswashing je iba sp\u00f4sob, ako zakry\u0165 skuto\u010dn\u00e9 probl\u00e9my a odvies\u0165 pozornos\u0165 od podstatn\u00fdch ot\u00e1zok, ako s\u00fa \u013eudsk\u00e9 pr\u00e1va, korupcia \u010di environment\u00e1lne zne\u010distenie.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b322eed elementor-widget elementor-widget-image\" data-id=\"b322eed\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"530\" src=\"https:\/\/am-business.eu\/wp-content\/uploads\/2024\/05\/sportswasing-szurkolok-tuntetes-ellenkezes.jpg\" class=\"attachment-large size-large wp-image-36411\" alt=\"Futballszurkol\u00f3k tiltakoznak egy \u00edt\u00e9let ellen a stadionban\" srcset=\"https:\/\/am-business.eu\/wp-content\/uploads\/2024\/05\/sportswasing-szurkolok-tuntetes-ellenkezes.jpg 1000w, https:\/\/am-business.eu\/wp-content\/uploads\/2024\/05\/sportswasing-szurkolok-tuntetes-ellenkezes-300x199.jpg 300w, https:\/\/am-business.eu\/wp-content\/uploads\/2024\/05\/sportswasing-szurkolok-tuntetes-ellenkezes-768x508.jpg 768w, https:\/\/am-business.eu\/wp-content\/uploads\/2024\/05\/sportswasing-szurkolok-tuntetes-ellenkezes-200x132.jpg 200w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-980c685 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"980c685\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4b12a08\" data-id=\"4b12a08\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bafb534 elementor-widget elementor-widget-heading\" data-id=\"bafb534\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Alternat\u00edvne pr\u00edstupy k vylep\u0161eniu reput\u00e1cie<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e1d4568 elementor-widget elementor-widget-text-editor\" data-id=\"e1d4568\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"auto\">Namiesto sportswashingu m\u00f4\u017eu n\u00e1rody a firmy investova\u0165 do trvalo udr\u017eate\u013en\u00fdch a etick\u00fdch prakt\u00edk, ktor\u00e9 prin\u00e1\u0161aj\u00fa skuto\u010dn\u00e9 pozit\u00edvne zmeny. P\u00fdtate sa ako? Posvie\u0165me si na nieko\u013eko podobn\u00fdch alternat\u00edvnych prakt\u00edk:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5fc6e81 elementor-widget elementor-widget-heading\" data-id=\"5fc6e81\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Podpora komunitn\u00fdch projektov<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-92b2346 elementor-widget elementor-widget-text-editor\" data-id=\"92b2346\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"auto\">\u00a0Investovanie do vzdel\u00e1vania, zdravotnej starostlivosti a soci\u00e1lnych programov m\u00f4\u017ee ma\u0165 v\u00fdznamn\u00fd dopad na zlep\u0161enie \u017eivota \u013eud\u00ed a posilnenie pozit\u00edvneho imid\u017eu.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7c9bc46 elementor-widget elementor-widget-heading\" data-id=\"7c9bc46\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Ekologick\u00e9 iniciat\u00edvy<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1c39ba3 elementor-widget elementor-widget-text-editor\" data-id=\"1c39ba3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"auto\">Zameranie sa na environment\u00e1lne udr\u017eate\u013en\u00e9 praktiky a projekty, ako je zn\u00ed\u017eenie emisi\u00ed, recykl\u00e1cia a podpora obnovite\u013en\u00fdch zdrojov energie, m\u00f4\u017ee by\u0165 efekt\u00edvnym sp\u00f4sobom, ako z\u00edska\u0165 re\u0161pekt a uznanie.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5f06093 elementor-widget elementor-widget-heading\" data-id=\"5f06093\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Transparentnos\u0165 a zodpovednos\u0165<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-533ec0b elementor-widget elementor-widget-text-editor\" data-id=\"533ec0b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"auto\">Preukazovanie transparentnosti v obchodn\u00fdch praktik\u00e1ch a zodpovednos\u0165 za \u010diny, ktor\u00e9 maj\u00fa negat\u00edvny dopad na spolo\u010dnos\u0165, m\u00f4\u017ee posilni\u0165 d\u00f4veru a reput\u00e1ciu.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7da365a elementor-widget elementor-widget-heading\" data-id=\"7da365a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Zaokr\u00fah\u013eovanie ceny pre organiz\u00e1cie<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8202413 elementor-widget elementor-widget-text-editor\" data-id=\"8202413\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"auto\">Podpora charitat\u00edvnych a neziskov\u00fdch organiz\u00e1ci\u00ed prostredn\u00edctvom programov zaokr\u00fah\u013eovania, kde z\u00e1kazn\u00edci m\u00f4\u017eu zaokr\u00fahli\u0165 svoje n\u00e1kupy a prispie\u0165 na dobr\u00e9 \u00fa\u010dely, m\u00f4\u017ee by\u0165 sp\u00f4sob, ako zapoji\u0165 komunitu a podpori\u0165 pozit\u00edvne zmeny.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2b759f7 elementor-widget elementor-widget-image\" data-id=\"2b759f7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"534\" src=\"https:\/\/am-business.eu\/wp-content\/uploads\/2024\/05\/jotekonysag-segitseg-nonprofit.jpg\" class=\"attachment-large size-large wp-image-36414\" alt=\"\u00d6nk\u00e9ntesek pakolnak seg\u00edt\u0151 dobozokat egy j\u00f3t\u00e9konys\u00e1gi esem\u00e9nyen\" srcset=\"https:\/\/am-business.eu\/wp-content\/uploads\/2024\/05\/jotekonysag-segitseg-nonprofit.jpg 1000w, https:\/\/am-business.eu\/wp-content\/uploads\/2024\/05\/jotekonysag-segitseg-nonprofit-300x200.jpg 300w, https:\/\/am-business.eu\/wp-content\/uploads\/2024\/05\/jotekonysag-segitseg-nonprofit-768x512.jpg 768w, https:\/\/am-business.eu\/wp-content\/uploads\/2024\/05\/jotekonysag-segitseg-nonprofit-200x133.jpg 200w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-9b518e6 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9b518e6\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-86fe873\" data-id=\"86fe873\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-784762e elementor-widget elementor-widget-text-editor\" data-id=\"784762e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"auto\">Tieto postupy s\u00fa ur\u010dite o\u202fnie\u010do pomal\u0161ie ako samotn\u00fd sportwashing, ale v\u010faka nim dokonale vybudujete dlhodobo pozit\u00edvnu reput\u00e1ciu svojej zna\u010dky \u010di organiz\u00e1cie a\u202fnavy\u0161e dobr\u00fd pocit zdarma! Nehovoriac o\u202ftom, \u017ee tieto praktiky s\u00fa zaiste lacnej\u0161ie ako nieko\u013ekomili\u00f3nov\u00e1 invest\u00edcia do \u0161portu.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Ak aj vy chcete zlep\u0161i\u0165 reput\u00e1ciu svojej zna\u010dky a\u202fneviete ako napredova\u0165, vyu\u017eite marketingov\u00e9 agent\u00fary, ktor\u00e9 v\u00e1m iste radi pom\u00f4\u017eu. Pozit\u00edvne budovanie reput\u00e1cie je v\u0161ak len jedna kvapka v\u202fcelom mori postupov, ktor\u00e9 pre svoje \u00faspe\u0161n\u00e9 podnikanie potrebujete, ako je spr\u00e1vny <\/span><span data-contrast=\"auto\">dizajn va\u0161ej webovej str\u00e1nky <\/span><span data-contrast=\"auto\">a\u202fvytvorenie dokonal\u00e9ho <\/span><a href=\"https:\/\/am-business.eu\/sk\/blog\/dojem-je-dolezity-postavte-svoj-web-dizajn-s-dorazom-na-uzivatelske-rozhranie\/\"><span data-contrast=\"auto\">prv\u00e9ho dojmu<\/span><\/a><span data-contrast=\"auto\">. Nev\u00e1hajte sa obr\u00e1ti\u0165 na n\u00e1s a\u202fmy v\u00e1m radi pom\u00f4\u017eeme a\u202fspolo\u010dne sa posunieme spr\u00e1vnym smerom!<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>V\u202fdne\u0161nej r\u00fdchlej dobe sa stret\u00e1vame na poli online podnikania s\u202f\u010doraz v\u00e4\u010d\u0161ou konkurencieschopnos\u0165ou. \u010c\u00edm \u010falej t\u00fdm viac spolo\u010dnost\u00ed si h\u013ead\u00e1 spr\u00e1vne cesty ako pozit\u00edvne zap\u00f4sobi\u0165 na svojho kone\u010dn\u00e9ho z\u00e1kazn\u00edka a\u202fspr\u00edjemni\u0165 proces n\u00e1kupu jeho produktov \u010di slu\u017eieb. Aj v\u010faka tomu sa te\u0161\u00edme postupn\u00e9ho rozmachu online marketingu, ktor\u00fd so sebou, tak ako v\u0161etko ostatn\u00e9 v\u202fna\u0161om \u017eivote, v\u0161ak prin\u00e1\u0161a [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":36387,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"none","_seopress_titles_title":"Sportswashing a\u202fjeho miesto v\u202fmarketingu","_seopress_titles_desc":"Objavte, \u010do je sportswashing a ako sa vyu\u017e\u00edva v marketingu. Zistite, pre\u010do je t\u00e1to taktika kontroverzn\u00e1 a ak\u00e9 s\u00fa jej alternat\u00edvy pre trval\u00e9 budovanie pozit\u00edvneho imid\u017eu.","_seopress_robots_index":"","_seopress_analysis_target_kw":"sportswashing","footnotes":""},"categories":[1715],"tags":[1578,1556],"class_list":["post-36377","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-komunikacia","tag-marketingova-strategia","tag-spolupraca"],"_links":{"self":[{"href":"https:\/\/am-business.eu\/sk\/wp-json\/wp\/v2\/posts\/36377","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/am-business.eu\/sk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/am-business.eu\/sk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/am-business.eu\/sk\/wp-json\/wp\/v2\/users\/11"}],"replies":[{"embeddable":true,"href":"https:\/\/am-business.eu\/sk\/wp-json\/wp\/v2\/comments?post=36377"}],"version-history":[{"count":15,"href":"https:\/\/am-business.eu\/sk\/wp-json\/wp\/v2\/posts\/36377\/revisions"}],"predecessor-version":[{"id":36437,"href":"https:\/\/am-business.eu\/sk\/wp-json\/wp\/v2\/posts\/36377\/revisions\/36437"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/am-business.eu\/sk\/wp-json\/wp\/v2\/media\/36387"}],"wp:attachment":[{"href":"https:\/\/am-business.eu\/sk\/wp-json\/wp\/v2\/media?parent=36377"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/am-business.eu\/sk\/wp-json\/wp\/v2\/categories?post=36377"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/am-business.eu\/sk\/wp-json\/wp\/v2\/tags?post=36377"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}