Sponsorship in the Sports Industry

The main purpose of this bachelor's thesis is to analyse the sponsorship of football clubs in the Czech Republic. The analysis includes all football clubs that were playing the National Football League in the season 2013/2014. The work in its theoretical part focuses on general definitions, goals and types of sponsorship. In following chapters it is focused on sponsorship in sport from its beginning, its goals and types and the most important part, which is the supply for sponsors. In the end of the theoretical part, the work focuses on legislation of sponsorship. The practical part was based on quantitative approach as questionnaire survey. The questionnaire was sent to all of 16 clubs playing the National football league while there was necessity to get back at least 60%, which is 10. The questions in the questionnaire were structured to represent the theoretical part of this work and also to show how the sponsorship work in practice. The results are discussed and deeply interpreted. Thanks to results achieved, in the end of this work there are general suggestions for football clubs in the framework of sponsorship and also summarizing of conclusions