MARKETING COMMUNICATION FACTORS IN SPORT DANCING

V diplomskem delu smo obravnavali trženje in sponzorstvo v športu, s poudarkom na športnem plesu (standardni in latinskoameriški plesi). Prav tako pa smo analizirali delovanje plesnih šol in plesnih klubov v Sloveniji, ter podrobno predstavili matični plesni klub in plesno šolo Urška. Ugotovili smo, da obstajajo razlike tako v organizaciji, kot tudi v delovanju plesnih šol in plesnih klubov v Sloveniji. Večina se jih financira iz članarin oziroma šolnin, vendar nekatere plesne šole in plesni klubi posegajo tudi po iskanju donatorjev in sponzorjev. Vloga in pomen plesnih klubov je najti čim več perspektivnih plesalcev, ter pridobiti čim več mlajših otrok, ki bi se začeli aktivno ukvarjati s športnim plesom (standardni in latinskoameriški plesi), tako da nam za prihodnost plesa ne bi bilo potrebno skrbeti. Po drugi strani, pa plesne šole želijo ponuditi možnost plesnega udejstvovanja tako otrokom kot tudi odraslim ljubiteljem plesa na visokem kakovostnem nivoju. Uspeh plesnih šol in plesnih klubov v Sloveniji se kaže predvsem v strokovnosti kadra, ki ga plesna šola in plesni klub zaposlujeta. Za visoko usposobljenost in znanje plesnih učiteljev, pa plesne šole in plesni klubi skrbijo z rednimi seminarji in izobraževanji tako doma kot tudi v tujini. K vsemu temu pa veliko pripomorejo tudi obiskovanja velikih tekmovanj po svetu in spremljanja najboljših plesalcev. Nekoliko bolj bi se plesni klubi in plesne šole morali zavedati kvalitete in uspeha svojih aktivnih tekmovalcev, ter jim nuditi poučevanje mlajših generacij v klubu ali šoli. S tem pa bi dobro pripravili mladi kader za kasnejše poučevanje in prevzem vlog trenerja in učitelja. Plesna šola in plesni klub Urška, ki smo jo podrobneje obravnavali, je ena redkih plesnih šol, ki je zelo načrtna in dobro organizirana, ter polna novih idej, s katerimi pritegne širšo množico ljudi in ljubiteljev plesa. Podjetje Urška d.o.o., premalo posega po virih financiranja kot so sponzorstva in donatorstva. Večino finančnega zalogaja krije iz svojih lastnih virov. Podjetje Urška d.o.o., je med bolj konkurenčnimi v Sloveniji. K temu, pa ji bo še posebej pripomoglo odprtje nove in edine Akademije za ples v Sloveniji, ki svoja vrata odpira v letu 2010. Prav tako pa je plesna šola in plesni klub Urška znan po izredno izobraženem in usposobljenem plesnem kadru učiteljev in trenerjev. Dolgoročno je za slovenski ples zelo pomembnega značaja dobro delo z najmlajšimi plesalci, kar je ključnega pomena za obstoj kluba na vrhunski ravni. Predvsem zaradi malo talentiranega kadra v majhni Sloveniji.In the diploma thesis, we examined marketing and sponsorship in sports, with the emphasis on sport dancing (ballroom and Latin-American dances). We have also analyzed working of dance schools and dance clubs in Slovenia, particularly the dance club and school Urška, d.o.o.. We found that there are differences between the organization and the functioning of dance schools and dance clubs in Slovenia. Most of dance clubs finance themselves via memberships paid by their members. Some dance schools and dance clubs are trying to find different sponsors and donators. The main goal of dance clubs is to find a large number of new perspective and talented dancers who would actively become engaged in sport dancing (i.e. both in ballroom and Latin-American dances) thus guaranteeing the future of sport dancing. On the other hand, dance schools would also like to offer high quality, knowledge and dance experience to children and adults who like to dance, but in a non-competitive way. The success of dance schools and dance clubs in Slovenia is mainly reflected by employees. To achieve high quality teaching, dance schools and dance clubs provide their professional teachers with regular seminars and training camps at home and abroad. Apart from that, it is also very important to attend large events around the world and see the best dancers. Dance clubs and dance schools should be much more aware of the quality and success of active competitors and should engage them in teaching young generations. In this way, young dancers will be well prepared for future teaching and training of other dancers. The analysed dance school and dance club Urška d.o.o. is one of dance schools with a very systematic and well organized working plan. Moreover, it has many new ideas to attract a wide variety of people. However, Urška d.o.o. insufficiently attracts funding in the way of sponsorships and donations. Most of their costs are still covered by their own resources. Urška d.o.o., which is extremely known for well experienced teachers, is one of the most competitive dance schools and clubs in Slovenia. This will especially help them with the opening of the one and only Dance Academy in Slovenia in October 2010. Because of a small number of talented and hard-working young dancers in Slovenia, it is very important for Slovenia to work with young dancers as this is crucial for the existence of high-level clubs