MARKETING COMMUNICATION IN THE VOLLEYBALL CLUB ACH VOLLEY

V diplomskem delu sem obravnavala marketinško komuniciranje v odbojkarskem klubu ACH Volley, s poudarkom na oglaševanju in odnosih z javnostmi. Dobri odnosi z vsemi javnostmi so postali pogoj za uspešno delovanje športnih klubov. Opisala sem tudi značilnosti pospeševanja prodaje, donatorstva in sponzorstva. Predstavila sem teoretične osnove marketinškega komuniciranja in jih kasneje nadgradila s praktičnimi primeri v ACH Volleyju. Predstavila sem v Sloveniji najuspešnejši odbojkarski klub ACH Volley, ki se ponaša z vrhunskimi rezultati in uspešno zastopa klubske barve tako doma kot v tujini. Klub ima dobro usposobljen kader za oblikovanje in vodenje programa marketinškega komuniciranja, kar v slovenskih klubih ni razširjen pojav. Pohvalijo se lahko s številnimi nagradami, ki so jih prejeli prav na tem področju, in sicer za odlično komuniciranje z javnostmi (še posebej z mediji), za strateško komuniciranje, bili so imenovani za športnike leta itn. Z dobro igro odbojkarjev in uspešnim vodenjem kluba so lahko vzgled številnim športnim klubom. Posebno pozornost sem v diplomskem delu namenila sponzorstvu, saj predstavlja osnovni vir finančnih in drugih sredstev vsakega kluba. Opisala sem različne strategije in modele sponzorstva, v sklopu tega pa sem predstavila tudi generalnega sponzorja blejskega odbojkarskega kluba, ACH, d. d., po katerem klub nosi ime. Gre za sodobno evropsko holdinško družbo s sedežem v Ljubljani, ki deluje na področju proizvodnje, trgovine z vozili, finančnih naložb, telekomunikacij in poslovnega hotelirstva. Sodelovanje z odbojkarskim klubom se je z vmesnimi zapleti izkazalo za zelo uspešno. Odprtje večnamenskega objekta Stožice, v katerem igra ACH Volley tekme Lige prvakov, predstavlja za člansko moštvo izjemno priložnost, saj dvorana sprejme neprimerno večje število obiskovalcev kot telovadnica v Radovljici. Ključ do uspeha so zagotovo tudi navijači, brez katerih bi bila marsikatera tekma izgubljena. Klub se lahko pohvali z velikim številom zvestih navijačev, ki jih spremljajo na vsaki domači tekmi, pogosto pa so prisotni tudi izven slovenskih meja, saj imajo organizirane prevoze na tekme v tujini.In the diploma thesis, I have examined marketing communications in volleyball club ACH Volley, focusing on advertising and public relations. Good relations with all club’s publics have become a prerequisite for the successful functioning of sport clubs. I have described the characteristics of sales promotions, donations and sponsorships. I have presented theoretical basis of marketing communications, which have been upgraded with practical examples in volleyball club ACH Volley. ACH Volley is Slovenia’s most successful volleyball team which is achieving the top results and effectively represents the club’s colors in Slovenia and out of borders. The club has well-trained employees for designing and managing a program of marketing communications, which is not very often in Slovenian sport clubs. ACH Volley has received many awards as a result of excellent public relations (especially with media) and marketing communications. They became the best sport team of the year 2007. The volleyball team ACH Volley is the synonym for a good and fair play. Special attention was devoted to sponsorship, which represents a base of financial and any other resources in every club. I have described various strategies and models of sponsorshipin this context, I have presented the general sponsor of the volleyball club, ACH, d. d. This is a modern European holding company, based in Ljubljana, that operates in manufacturing, automotive trade, investments, telecommunications and business hotels. If we ignore the intermediate disagreement, cooperation with the volleyball club has proved to be very successful. The opening of the multipurpose facility Stožice represents a great opportunity, because it has more room for club fans. The key to success are certainly fans, without which many games would be lost. The club boasts a large number of loyal supporters, which have became the part of the team