SPONSORSHIP OF SPORT IN UNICREDIT BANK

V turbulentnem podjetniškem okolju, pogojenim z globalizacijskimi trendi in svetovno gospodarsko krizo, se morajo podjetja hitro prilagajati novim na spreminjajoče se zahtevam in obnašanje kupcev, uporabnikov in potrošnikov, saj jim samo takšno delovanje zagotavlja obstoj na trgu. V takšnem nestanovitnem okolju postaja ključnega pomena trženje, ki pa mora biti integriran del same politike podjetja. Za doseganje ciljev podjetja je pomembno obvladovanje trženjskih spremenljivk, ki jih skupno poimenujemo trženjski splet. Izredno pomembna komponenta spleta je tržno komuniciranje, ki predstavlja pomemben element ustvarjanja prepoznavnost podjetja – gre za obliko komuniciranja, katere namen je informirati, prepričati ali opominjati prejemnike o izdelku, storitvi, podobi ali ideji podjetja. Sponzorstvo športa je postalo izredno pomemben del tržnega komuniciranja, hkrati pa dopolnjuje ostale elemente tržnega komuniciranja. Sponzoriranje športa na primeru UniCredit banke (sponzoriranje smučarske tekačice Petre Majdič in sponzoriranje UEFA Lige prvakov) ocenjujemo kot uspešno in učinkovito, kot posledica skrbnega načrtovanja integrirane trženjske politike.In the turbulent business environment, conditioned by global trends and the global economic crisis, companies need to adapt rapidly to new requirements and changing behaviour of customers, users and consumers. Such action can provide existence of companies on the market. In this turbulent environment marketing is crucialmarketing should be an integral part of the company policy. To achieve the goals of the company, management of marketing variables is very important. These variables are called marketing mix. Extremely important component of the marketing mix is a marketing communication as an important factor in creating the visibility of companies - a form of communication whose purpose is to inform, persuade or remind recipients of the product, service, company image or idea. Sponsorship of sport has become an extremely important part of marketing communication, but also complements of other elements of marketing communications. Sponsoring sport in the case of UniCredit Bank (sponsoring ski runner Petra Majdič and sponsorship of UEFA Champions League) is estimated as efficiently and effectively as a result of careful planning integrated marketing policy