The relationship between well known athlet\u27s recognition and brand recognition

V okviru magistrskega dela smo se odločili preveriti, kakšna je povezanost prepoznavnosti znanega športnika in prepoznavnosti blagovne znamke, saj je blagovna znamka v današnjem svetu postala več kot le izdelek in tega se zavedajo tudi podjetja po vsem svetu. Podjetja na različne načine gradijo prepoznavnost blagovne znamke. Sponzoriranje športa predstavlja podjetjem orodje, s katerim podjetja dosegajo večjo prepoznavnost. Šport je postal del življenja in vsakdana ljudi. Ljudje smo vsakodnevno v stiku s športom, ko gledamo televizijo, prebiramo časopis, internet ali pa nakupujemo. Podjetja veliko denarja namenjajo za sponzoriranje športnikov, športnih ekip, dogodkov ipd., saj na ta način povečujejo prepoznavnost in ugled podjetja ter blagovnih znamk na različnih trgih. Prepričani smo, da je že vsak izmed vas slišal za Rogera Federera, Lionela Messija, Marijo Sharapovo itd. To so le nekateri izmed vseh vrhunskih športnikov po svetu, ki služijo ogromno denarja iz sponzorskih pogodb in promocij za različna podjetja. Nekateri športniki na letni ravni zaslužijo iz tega naslova več denarja, kot pa prejmejo iz nagrad iz športnih tekmovanj. Znotraj magistrskega dela smo izvedli kvantitativno raziskavo, kjer smo uporabili metodo zbiranja podatkov in metodo obdelave podatkov. Pri prvi metodi smo uporabili vprašalnik za zbiranje podatkov. Zbrane podatke smo s pomočjo statističnega programa SPSS obdelali in izdelali statistično analizo ter prišli do zanimivih ugotovitev. Od štirih hipotez smo dve ovrgli in tri potrdili. Naredili smo opisno statistiko, izvedli faktorsko analizo, preverili povezave med spremenljivkami s Pearsonovim koeficientom korelacije. Predvidevamo, da bo tudi v prihodnje priljubljenost športa rastla in s tem bo zanimanje za sponzoriranje športnikov, športnih ekip in dogodkov s strani podjetij postalo vse večje. Navedemo lahko vsaj en primer, ko želimo biti ljudje oblečeni po zadnji modi svojega najljubšega športnika in zato pripravljeni odšteti gore denarja.The aim of my Bachelor\u27s degree is to see the relationship between a well-known athlete\u27s recognition and brand recognition. Namely, the latter nowadays means more than just a product and the companies worldwide are aware of this. There are many ways in which companies can build recognition of a brand. For example, sponsoring sports is a tool with which companies can increase their recognition. It is a fact that a sport has become a part of one\u27s life and people are in touch with it on a daily basis. For example, when watching TV, reading news, surfing the Net or doing the shopping. So, companies give a lot of money to sponsor athletes, sports teams, sports events etc. The aim is to increase company\u27s recognition and reputation and moreover, brands in various markets. One must have heard about Roger Federer, Lionel Messi, Maria Sharapova and others. They are only few of many worldwide known sportsmen who earn a lot of money via sponsorship contracts and promotions for different companies. In this way, some sportsmen may earn more money than by winning awards in sports competitions. In this degree, there has been a quantitative research carried out. Moreover, two methods have been used: a method of collecting data and a method of analysing data. The first method has used a questionnaire to collect data. They have been analysed with the help of a SPSS statistics programme. Then, a statistics analysis has been done which has given us some interesting findings. As a result, four hypotheses have been overthrown and three confirmed. After that, a descriptive statistics has been done and then a factor analysis. In the end, the correlations between variables have been done with a Pearson correlation coefficient. To conclude with, it is expected that the popularity of sports will continue to grow and so will the interests of companies, especially when it comes to sponsor the sportsmen, sports teams and events. To support this statement, we can provide an example of how people want to wear the latest fashion that their favourite sportsmen are wearing. What is more, people are willing to pay a fortune for this sportswear and would not mind doing so