Sponsorship in a sport association on the example of nš mura

V teoriji diplomske naloge bomo predstavili športna društva, njihovo delovanje in njihov management, saj imajo športna društva v Sloveniji zelo velik razpon. Med športna društva spadajo tako tista, ki se s športom samo rekreativno kot tudi tista, ki tekmujejo v tekmovalnih sistemih na najvišjem nivoju. Še posebej nas zanima, kakšno vlogo ima sponzoriranje pri financiranju športnih društev saj sponzorji velikokrat sodelujejo zgolj zaradi družbene odgovornosti, tako bomo v praktičnem delu raziskali kako sponzoriranje vpliva na športno društvo NŠ Mura. Športno društvo NŠ Mura dobro opravlja svoje delo na področju sponzorstva in čeprav imajo veliko lokalnih sponzorjev na podlagi raziskave ne moremo trditi, da so sponzorji prisotni zgolj zaradi družbene odgovornosti saj največji lokalni sponzorji že nekaj let zapored povečujejo svoje sponzorske vložke, pa tudi generalni sponzor kluba ni lokalno podjetje. Za dobro delovanje na področju sponzorstva je zaslužen predvsem dober management društva, ki skrbi za to, da klub rase enakomerno tako na športnem kot poslovnem področju. Klub je nedvomno odvisen od sponzorskih prispevkov, saj športna društva v Sloveniji nimajo tako velikih prihodkov iz komercialnega vira dohodkov, predvsem dobijo veliko manj v primerjavi z ostalimi evropskimi državami na področju prodaje televizijskih pravic.In the theoretical part of the thesis, sports associations, how they function and their management will be presented, due to sports associations in Slovenia having a wide range. Sports associations include both recreational ones and those that participate in higher-level competitions. We are particularly interested in the role of sponsorship in financing sports associations, because sponsors often get involved solely because of social responsibilitythus the practical part of our thesis will explore how sponsorship impacts the sports association of NŠ Mura. The sports association of NŠ Mura is efficient in its work relating to sponsorship and despite having many local sponsors, based on the research it cannot be claimed that the sponsors are only involved for social responsibility because the largest local sponsors have been increasing their contributions over the last few years and the main sponsor of the club is not a local company. Efficient functioning in the field of sponsorship can be mainly attributed to the club\u27s management, which ensures the club\u27s even growth in both the sports and the business aspect. The club is undoubtedly dependent on sponsors\u27 contributions, given that Slovenian sports associations do not receive large sums from commercial sources of incomein comparison to other European countries they receive a lot less from selling broadcasting rights