Sponsorship in sport

Diplomski projekt obravnava pojem sponzorstva. Natančneje sponzorstva v športu. Tržno naravnane organizacije pomagajo s sponzorskimi sredstvi bodisi finančno, materialno bodisi v obliki storitev z namenom doseganja določena trženjskega cilja. Sponzorstvo sestavlja trg sponzorjev in trg sponzorirancev. Sponzorirati je mogoče več različnih področij, vse od kulture, znanosti, umetnosti do športa idr. Prav športu pa pripada največji del sponzorskih sredstev. Le-ta povezuje šport z ostalimi nešportnimi dejavnostmi. Sponzorstvo se velikokrat enači z donatorstvom, oglaševanjem in mecenstvom, zato sem v tem projektu natančneje predstavila pomen vsakega posebej. Osredotočila sem se tudi na sponzorsko pogodbo, stranke, ki se v njej pojavljajo, in cilje, ki so pri sponzorstvu za sponzorja pomembni. V praktičnem delu sem izvedla intervju z dvema podjetjema in športnikom posameznikom. Z intervjujem sem proučila, kaj za podjetje pomeni sponzoriranje in kaj je njihov glavni cilj pri vlaganju sredstev v sponzorstvo. Opredelila sem tudi, kaj pomeni sponzorstvo za športnika posameznika in kakšne prednosti in tudi slabosti le-ta zanj prinašaDiploma project presents the concept of sponsorship. More specifically, sponsorship in sports. Market-oriented organizations help the sponsoree financially or through the provision of products or services in order to attain certain marketing goals. Sponsorship consists of sponsors and sponsorees. A large number of different fields can be sponsored, for example, culture, science, art, sports and others. And sports in the field to which the largest part of sponsorship funds belongs. Sponsorship connects sports with other non-sporting activities. Sponsorship is often equated with donations, advertising and patronage, therefore I presented the specific meaning of each of them. I also focused on the sponsorship agreement, customers who appear in it, and main goals that the sponsor wants to achieve. In the practical part, I conducted interviews with two companies and an individual athlete. I discovered what sponsoring means to a company and what is their main objective to invest funds in a sponsorship. I also defined the meaning of sponsorship for an individual athlete and what advantages and disadvantages it brings