Gambrinus liga: Football's sponsorship of Plzeňský Prazdroj

The main theme of this bachelor thesis is a sponsorship of Gambrinus League by Pilsner Urquell or rather by one of it's trademarks, Gambrinus. The partnership between first czech football league and Gambrinus was signed in 1997, the contract was prolonged two times and now is valid until 2014. This partnership hasn't had only the advantages for Gambrinus but has experienced some ciritical phases as well, e.g. an affair of corruption in czech football in 2004. The aim of this thesis is an analysis of this sponsorship as one of the marketing strategies of Gambrinus. Basic facts for this analysis come from theoretical concepts of sponsorship and characterization of both subjects, as well as from the communication activities of Gambrinus within above the link and below the link promotional communication. A content analysis of presentation of Gambrinus League on television screens in Czech television and Nova television in seasons 2010/2011 and 2011/2012 is a part of this thesis. The aim of this content analysis was to find out the visibility of Gambrinus promotional boards and logos during the live broadcast of football league. Thesis also contents a survey among football fans and beer consumers which gives an idea about the awareness of football sponsorship of Gambrinus and opinions on this..