SPONZORSHIP IN SLOVENIAN AUTOSPORT

Danes sta sponzorstvo in oglaševanje prisotna že na vsakem koraku. Logotipe podjetij srečujemo bodisi na kulturnih, turističnih in šolskih dogodkih ali pa športnih prireditvah. V tem diplomskem delu se bomo posvetili sponzorstvu v slovenskem avtomobilskem športu. Sponzoriranje je le eno izmed orodij trženjskega komuniciranja, ki ga podjetja uporabljajo, da bi s tem dosegla večjo prepoznavnost svojega izdelka, storitve oziroma celotnega podjetja. Avtomobilski šport pri nas ni tako medijsko podprt kot nekateri drugi ekipni ali zimski športi. Zahteva tudi velike finančne vložke, te pa tekmovalci in organizatorji prireditev le stežka pridobijo. Prvi del diplomske naloge smo podprli s teoretičnimi dejstvi iz omejene literature, v raziskovalnem delu pa smo med tekmovalci v slovenskem državnem prvenstvu v rallyju ter gorsko-hitrostnih dirkah izvedli anketo. Zanimal nas je odnos tekmovalcev do sponzorjev in pridobivanja finančnih sredstev ter odnos do medijev in slovenske krovne Zveze za avtošport Slovenije AŠ 2005. V veliko pomoč nam je bil tudi pogovor z dolgoletnim avtomobilističnim športnim novinarjem Gregorjem Pavšičem, ki nam je podal potrebne informacije in pojasnil novinarsko stališče do avtomobilskega športa ter vrhunskim slovenskim dirkačem Rokom Turkom, s katerim smo govorili o trenutnem stanju slovenskega avtomobilskega prvenstva ter težavah, ki pestijo ta šport.Currently sponsorships and marketing are present basically everywhere. Logos of all sort of companies are present either on cultural either on touristic or even on school and sport events. Within this diploma thesis we will focus mainly on sponsorships in Slovenian auto sport. Sponsorship is only one of many marketing approach related to advertisement used by companies to reach bigger recognition of their product, service or a company as a whole. Auto sport does not get as much media attention in Slovenia as other team or winter sports. It’s very fund demanding sport, for which individuals as competitors and event organizers quite hard ensure sufficient funds. First part of the thesis is based on theoretical facts extracted from the relevant literature. In the second, i.e. research part of the thesis we conducted a survey among competitors in the Slovenian national rally cup and hill climb races. We focused not only on the relationship between competitors and sponsors, but also on competitors’ relationships to media and Slovenian auto sport federation AŠ 2005. It was extremely helpful that we talked to long-term sport journalist Gregor Pavšič and top rally driver Rok Turk. Gregor provided us with necessary information and explained to us journalist point of view on auto sport, while discussion with Rok was regarding current state of Slovenian rally championship and issues that are very much present in this sport