SPONSORSHIP OF SPORTS ACTIVITIES IN THE COMPANY MERCATOR D.D.

Temeljni cilj vsakega podjetja je zagotovitev trdne in stabilne konkurenčne prednosti, ki se kaže tudi pri sponzorstvu in donacijah. Družbeno odgovorna podjetja, ki so usmerjena v trajnostni razvoj in ki se zavedajo vpetosti v širše družbeno in naravno okolje, želijo prispevati k višji kakovosti življenja in razvoju tako lokalnih kot regionalnih okolij. Zato vsako leto podprejo številne humanitarne, kulturne, športne in izobraževalne projekte. Tudi v zelo zaostrenih gospodarskih razmerah podjetja sodelujejo v sponzorskih in donatorskih akcijah. Podpirajo dogodke, ki so vseslovenskega značaja in pomena. To so na eni strani množične športno rekreativne prireditve, na drugi stran vrhunski športni in kulturni dogodki. Prvo poglavje je namenjeno opredelitvi področja, namenu in ciljem diplomskega dela, predpostavkam in omejitvam ter uporabljenim metodam. V drugem poglavju smo opredelili pomen sponzorstva, strategije in cilje sponzoriranja, odnos med sponzorjem in sponzorirancem, sponzorsko pogodbo ter davčni vidik sponzoriranja. Tretje poglavje zajema sponzorstvo v športu. Opredelili smo značilnosti sponzorstva v športu, oblike, tipe in cilje sponzoriranja v športu. Predstavili smo izbiro področja in trženjsko komuniciranje v sponzorstvu. V četrtem poglavju smo predstavili sponzoriranje športnih dejavnosti v družbi Mercator, d.d. Na kratko smo predstavili Mercator ter podrobno opisali sponzoriranje Ljubljanskega maratona, OKS in RK Celje Pivovarna Laško. Diplomski projekt smo zaključili s sklepno mislijo, v kateri poudarjamo, da čarobna formula za uspešno aktivacijo sponzorstva ne obstaja. Pomemben je predvsem celovit pristop, partnersko sodelovanje, navdušenje in vpletenost sodelujočih pri izvedbi aktivnosti. Z diplomskim projektom smo želeli poudariti pomen in koristi sponzoriranja za oba partnerja v procesu, tako za sponzorja kot za sponzoriranca.The fundamental objective of every company is to ensure a solid and stable competitive advantage, which is also shown in sponsorships and donations. Focus into the continual development and as socially responsible companies, which are aware of its involvement into the broader social and natural environment, these companies want to contribute to a higher standard of living and to the development of local and regional environments. Even in sharpened economic conditions, companies cooperate in sponsorship and donor’s actions. They support events, which are of Pan-Slovenian sense and character. On one side, this are mass sport recreational events and on the other top sports and cultural events. The first chapter is intended to define the topic, purpose, objectives, hypothesis, restrictions and used methods in the diploma thesis. In the second chapter, I will define the meaning of sponsorship, strategies and objectives of sponsorship, but also the relation between the sponsor and the sponsored, a sponsorship contract and the tax perspective of sponsorship. The third chapter focuses on sponsorship in sports. I defined the characteristics, types and objectives of sponsorship in sports. I will present which field to choose to sponsor and also market communication. In the fourth chapter I will present the sponsorship of sports activities of the company Mercator d.d. I will briefly introduce the company and then focus on describing the sponsorship of the Ljubljana marathon, Olympic committee of Slovenia and the handball club Celje Pivovarna Laško. The diploma thesis will be concluded with a thought, that a magic formula for a successful sponsorship doesn’t exist. Important is a comprehensive approach, partner cooperation, enthusiasm and the involvement of all the participants in the activities. With the diploma thesis, I wanted to stress the importance and benefits of sponsorships for both partners in the process (the sponsor and the sponsored)