{"id":171349,"date":"2026-08-07T07:01:12","date_gmt":"2026-08-07T07:01:12","guid":{"rendered":"https:\/\/www.europesays.com\/cz\/171349\/"},"modified":"2026-08-07T07:01:12","modified_gmt":"2026-08-07T07:01:12","slug":"firmy-couvaji-od-prague-pride-podporu-duhovemu-festivalu-skrtl-i-microsoft","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/cz\/171349\/","title":{"rendered":"Firmy couvaj\u00ed od Prague Pride. Podporu duhov\u00e9mu festivalu \u0161krtl i Microsoft"},"content":{"rendered":"

Na pra\u017esk\u00e9m St\u0159eleck\u00e9m ostrov\u011b odstartoval 16. ro\u010dn\u00edk queer festivalu Prague Pride s mottem \u201e\u010casy se m\u011bn\u00ed\u201c. Po\u0159adatel\u00e9 t\u00edm nereaguj\u00ed jen na prom\u011bnu politick\u00e9 atmosf\u00e9ry, ale tak\u00e9 na ekonomickou realitu. Ochota firem akci sponzorovat kles\u00e1. Festival poprv\u00e9 po letech nez\u00edskal ofici\u00e1ln\u00ed z\u00e1\u0161titu \u017e\u00e1dn\u00e9ho z \u010dlen\u016f vl\u00e1dy, minul\u00fd rok st\u00e1hla podporu americk\u00e1 ambas\u00e1da a firmy \u0161krtaj\u00ed rozpo\u010dty na diverzitu. V\u00fdpadek sponzorsk\u00fdch pen\u011bz tak mus\u00ed nejv\u011bt\u0161\u00ed lidskopr\u00e1vn\u00ed ud\u00e1lost v \u010cesku, kter\u00e1 vyvrchol\u00ed sobotn\u00edm pr\u016fvodem na \u0160tvanici, hledat jinde \u2013 u samotn\u00fdch n\u00e1v\u0161t\u011bvn\u00edk\u016f.\u00a0<\/p>\n

Firemn\u00ed partnerstv\u00ed tvo\u0159\u00ed necel\u00fdch 40 procent rozpo\u010dtu LGBT+ festivalu Prague Pride. V posledn\u00ed dob\u011b ale organiz\u00e1to\u0159i poci\u0165uj\u00ed odstup od sponzoringu. Letos je firemn\u00ed podpora zhruba o desetinu a\u017e p\u011btinu ni\u017e\u0161\u00ed oproti posledn\u00edm dv\u011bma ro\u010dn\u00edk\u016fm, co\u017e v absolutn\u00edch \u010d\u00edslech p\u0159edstavuje propad zhruba o milion korun.\u00a0<\/p>\n

Zat\u00edmco je\u0161t\u011b p\u0159ed p\u00e1r lety si firmy v srpnu hromadn\u011b m\u011bnily loga na soci\u00e1ln\u00edch s\u00edt\u00edch do duhov\u00fdch barev, letos je p\u0159\u00edstup korporac\u00ed v\u00fdrazn\u011b zdr\u017eenliv\u011bj\u0161\u00ed. Podle organiz\u00e1tor\u016f se v \u010cesku projevuje glob\u00e1ln\u00ed trend \u00fastupu od takzvan\u00e9ho pinkwashingu, tedy povrchn\u00edho marketingu c\u00edl\u00edc\u00edho na komunitu LGBT+.\u00a0<\/p>\n

\u201eVn\u00edm\u00e1me to jako sou\u010d\u00e1st \u0161ir\u0161\u00edho glob\u00e1ln\u00edho trendu, kdy firmy, kter\u00e9 d\u0159\u00edv hlu\u010dn\u011b m\u011bnily loga na duhov\u00e1, dnes rad\u011bji ml\u010d\u00ed nebo od podpory rovnou couvaj\u00ed. Je to pro n\u00e1s docela pr\u016fhledn\u00e9 zrcadlo \u2013 ukazuje, kdo bral partnerstv\u00ed s queer projekty jako skute\u010dn\u00fd z\u00e1vazek a kdo m\u011bl jen marketingovou strategii, v\u00fdhodnou, dokud bylo pohodln\u00e9 ji m\u00edt,\u201c komentuje Nikola P\u00e1len\u00ed\u010dkov\u00e1, z\u00e1stupkyn\u011b festivalu pro PR a m\u00e9dia. Z\u00e1sadn\u00ed roli podle n\u00ed hraje i celkov\u00e1 ekonomick\u00e1 nejistota, kdy firmy p\u0159i pl\u00e1nov\u00e1n\u00ed rozpo\u010dt\u016f jako prvn\u00ed \u0161krtaj\u00ed prost\u0159edky na diverzitu a spole\u010denskou odpov\u011bdnost.\u00a0<\/p>\n

Vodafone z\u016fst\u00e1v\u00e1<\/p>\n

I p\u0159esto m\u00e1 akce sv\u00e9 stabiln\u00ed sponzory. Z\u016fst\u00e1v\u00e1 gener\u00e1ln\u00ed partner Vodafone, kter\u00fd s festivalem spolupracuje u\u017e od roku 2018, i hlavn\u00ed partne\u0159i jako \u0160koda Auto, Durex \u010di hotelov\u00e1 s\u00ed\u0165 Mamashelter. Nov\u011b se mezi v\u00edce ne\u017e sto sponzor\u016f letos za\u0159adila nap\u0159\u00edklad zna\u010dka Niceboy, kterou letos koupila ostravsk\u00e1 skupina Anacot Capital pr\u016fmysln\u00edka a b\u00fdval\u00e9ho ministra Pavla Drobila (ODS). Konkr\u00e9tn\u00ed jm\u00e9na firem, kter\u00e9 partnerstv\u00ed naopak ukon\u010dily, organiz\u00e1to\u0159i komentovat necht\u011bj\u00ed.\u00a0<\/p>\n

Jedn\u00edm z hlavn\u00edch partner\u016f, kter\u00fd se rozhodl po t\u0159ech letech p\u0159estat podporovat Prague Pride, je Bar B12. U\u010dinil tak pot\u00e9, co byl skryt koment\u00e1\u0159 jejich spole\u010dn\u00edka pod p\u0159\u00edsp\u011bvkem na instagramov\u00e9m profilu Prague Pride, co\u017e bar ozna\u010dil za formu cenzury. \u201eS n\u00e1zory, kter\u00e9 Prague Pride v posledn\u00ed dob\u011b prezentuje, se neztoto\u017e\u0148ujeme, nepodporujeme je a rozhodli jsme se, \u017ee nad\u00e1le tuto organizaci ani jej\u00ed aktivity podporovat nebudeme,\u201c uvedl t\u00fdm B52 na sv\u00e9m facebookov\u00e9m profilu.\u00a0<\/p>\n

Sponzorstv\u00ed st\u00e1hla i spole\u010dnost Microsoft. \u201eRozhodnut\u00ed souvis\u00ed s prioritizac\u00ed a nastaven\u00edm na\u0161ich intern\u00edch program\u016f a aktivit v oblasti inkluze a zam\u011bstnaneck\u00fdch komunit,\u201c uvedla jako d\u016fvod Karol\u00edna K\u0159\u00ed\u017eeneck\u00e1, tiskov\u00e1 mluv\u010d\u00ed spole\u010dnosti.\u00a0<\/p>\n

\"I<\/a>I strach je abstraktn\u00ed. Tak\u00e9 proto je abstraktn\u00ed moje tetov\u00e1n\u00ed, \u0159\u00edk\u00e1 tat\u00e9rka z Letn\u00e9 Duhovka<\/a>Vl\u00e1da si dr\u017e\u00ed odstup<\/p>\n

V minul\u00fdch letech bylo b\u011b\u017en\u00e9, \u017ee festival za\u0161ti\u0165ovalo hned n\u011bkolik ministr\u016f. Letos v\u0161ak Prague Pride ofici\u00e1ln\u00ed podporu od \u017e\u00e1dn\u00e9ho \u010dlena vl\u00e1dy nez\u00edskal. Akce tak prob\u00edh\u00e1 pouze pod z\u00e1\u0161titou vl\u00e1dn\u00ed zmocn\u011bnkyn\u011b pro lidsk\u00e1 pr\u00e1va Ta\u0165\u00e1ny Mal\u00e9 (ANO) a pra\u017esk\u00e9ho prim\u00e1tora Bohuslava Svobody (ODS).\u00a0<\/p>\n

Vztah se st\u00e1tem je letos paradoxn\u00ed. Festival sice nedostal z\u00e1\u0161titu od ministerstva kultury, nicm\u00e9n\u011b od stejn\u00e9ho resortu obdr\u017eel historicky poprv\u00e9 grant na hudebn\u00ed program. Organiz\u00e1to\u0159i tuto situaci s nads\u00e1zkou hodnot\u00ed jako \u201eoko za oko\u201c.\u00a0<\/p>\n

Pokles celkov\u00e9 institucion\u00e1ln\u00ed podpory v\u0161ak vn\u00edmaj\u00ed v \u0161ir\u0161\u00edm kontextu jako d\u016fsledek \u0161krt\u016f v dotac\u00edch pro neziskov\u00e9 organizace a obecn\u011b napjat\u011bj\u0161\u00ed atmosf\u00e9ry ve spole\u010dnosti. Vedle \u010desk\u00fdch politik\u016f se od festivalu minul\u00fd rok odvr\u00e1tila i americk\u00e1 ambas\u00e1da, kter\u00e1 zru\u0161ila svou dosavadn\u00ed finan\u010dn\u00ed podporu. Loni p\u0159evzal funkci velvyslance Nicholas Merrick, kter\u00e9ho nominoval prezident Donald Trump.\u00a0<\/p>\n

Rostouc\u00ed n\u00e1klady<\/p>\n

Financov\u00e1n\u00ed akce takov\u00e9ho rozsahu je pro organiz\u00e1tory rok od roku slo\u017eit\u011bj\u0161\u00ed. V lo\u0148sk\u00e9m roce vy\u0161el festival na 11,1 milionu korun, co\u017e je ve srovn\u00e1n\u00ed s jin\u00fdmi velk\u00fdmi festivaly jen zlomek, ale pro lidskopr\u00e1vn\u00ed organizaci to p\u0159edstavuje velkou \u010d\u00e1stku. Nejv\u00edce pen\u011bz jde na produk\u010dn\u00ed a technick\u00e9 zaji\u0161t\u011bn\u00ed lokalit, person\u00e1l,\u00a0a p\u0159edev\u0161\u00edm bezpe\u010dnost akce, co\u017e z\u016fst\u00e1v\u00e1 absolutn\u00ed prioritou.\u00a0<\/p>\n

Rozpo\u010det v posledn\u00edch letech ovliv\u0148uje inflace a stagnuj\u00edc\u00ed zdroje. \u201eN\u00e1klady rostou, pen\u011bz ale nep\u0159ib\u00fdv\u00e1. Do leto\u0161n\u00edho rozpo\u010dtu se nav\u00edc prom\u00edt\u00e1 i to, \u017ee lo\u0148sk\u00fd ro\u010dn\u00edk kv\u016fli nep\u0159\u00edzniv\u00e9mu po\u010das\u00ed finan\u010dn\u011b nedopadl podle o\u010dek\u00e1v\u00e1n\u00ed. Bojujeme s t\u00edm, \u017ee ufinancovat celou akci ve stejn\u00e9m rozsahu a udr\u017eet ji kompletn\u011b zdarma se st\u00e1v\u00e1 \u010d\u00edm d\u00e1l nemo\u017en\u011bj\u0161\u00edm \u00fakolem,\u201c \u0159\u00edk\u00e1 P\u00e1len\u00ed\u010dkov\u00e1.\u00a0<\/p>\n

\"Velkorys\u00fd<\/a>Velkorys\u00fd rok filantropie. Nadace PPF rozdala rekordn\u00ed objem pen\u011bz, nejv\u00edce z\u00edskalo Divadlo Archa <\/a><\/p>\n

Pro udr\u017een\u00ed kvality festivalu organiz\u00e1to\u0159i museli p\u0159istoupit ke zm\u011bn\u011b modelu financov\u00e1n\u00ed. Zaji\u0161t\u011bn\u00ed t\u00fddenn\u00edho programu \u00fapln\u011b zdarma je u\u017e za st\u00e1vaj\u00edc\u00edch podm\u00ednek podle nich neudr\u017eiteln\u00e9. U\u017e minul\u00fd rok byl vstup do Pride Parku zpoplatn\u011bn, av\u0161ak leto\u0161n\u00ed novinkou je zaveden\u00ed doporu\u010den\u00e9ho vstupn\u00e9ho ve v\u00fd\u0161i 200 korun na cel\u00fd festival.\u00a0<\/p>\n

\u201eVn\u00edm\u00e1me to jako nejcitliv\u011bj\u0161\u00ed zp\u016fsob, jak si s publikem pod\u011blit zodpov\u011bdnost za financov\u00e1n\u00ed festivalu v dob\u011b, kdy n\u00e1m ub\u00fdvaj\u00ed firemn\u00ed partne\u0159i. Financov\u00e1n\u00ed m\u00e1me z\u00e1m\u011brn\u011b v\u00edcezdrojov\u00e9, proto\u017ee \u017e\u00e1dn\u00fd jednotliv\u00fd zdroj s\u00e1m o sob\u011b nen\u00ed stabiln\u00ed,\u201c dod\u00e1v\u00e1 tiskov\u00e1 mluv\u010d\u00ed Prague Pride. Pr\u00e1v\u011b individu\u00e1ln\u00ed d\u00e1rci z \u0159ad ve\u0159ejnosti se st\u00e1vaj\u00ed kl\u00ed\u010dov\u00fdm faktorem. D\u00edky nim se festivalu p\u0159ed p\u00e1r lety povedlo zachr\u00e1nit existenci Pride Village pomoc\u00ed fundraisingov\u00e9 kampan\u011b.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"Na pra\u017esk\u00e9m St\u0159eleck\u00e9m ostrov\u011b odstartoval 16. ro\u010dn\u00edk queer festivalu Prague Pride s mottem \u201e\u010casy se m\u011bn\u00ed\u201c. Po\u0159adatel\u00e9 t\u00edm…\n","protected":false},"author":2,"featured_media":171350,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[10],"tags":[42,10879,17,21,16,173,1501,703,26924,137,23530,18,19,22,20],"class_list":["post-171349","post","type-post","status-publish","format-standard","has-post-thumbnail","category-zpravy","tag-cesko","tag-festival","tag-headlines","tag-hlavni-udalosti","tag-news","tag-ods","tag-partnerstvi","tag-penize","tag-prague-pride","tag-rozpocet","tag-strelecky-ostrov","tag-top-news","tag-top-stories","tag-udalosti-dne","tag-zpravy"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@cz\/117052944556800384","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/171349","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/comments?post=171349"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/171349\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media\/171350"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media?parent=171349"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/categories?post=171349"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/tags?post=171349"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}