20.500.12556/RUL-185154 Športno sponzorstvo – medalja, ki ima dve plati Sports sponsorship - a medal with two sides Športno sponzorstvo je eden ključnih virov financiranja športa in hkrati pomembno orodje trženjskega komuniciranja podjetij tako v Sloveniji kot tujini. V članku so predstavljeni različni vidiki športnega sponzorstva – od množičnega rekreativnega prek mladinskega in tekmovalnega do vrhunskega športa – ter obravnavani koristi in izzivi tako za sponzorje kot za sponzorirance. Za obojestransko dolgoročno zadovoljstvo je pomembno, da se med sponzorjem in sponzorirancem razvije strateški partnerski odnos. Poslovno gledano je športno sponzorstvo najbolj učinkovito kot del integrirane trženjske strategije, kar zahteva profesionalizacijo, transparentnost in strokovno podprto vrednotenje učinkov. Učinkovitost sponzorstev raste s strateško zastavljeno aktivacijo na digitalnih platformah, profesionalizacijo njihovega upravljanja in poudarkom na družbeni odgovornosti. Predstavljeni so teoretični in znanstveni okviri, sodobni trendi, primeri dobrih praks in smernice za prihodnji razvoj. Sports sponsorships represent one of the key sources of financing for sports and, at the same time, an essential marketing & communication tool for companies both in Slovenia and abroad. The article presents various aspects of sports sponsorships – from mass recreational to youth and competitive, and elite sports – and discusses the benefits and challenges for both sponsors and sponsees. For long-term mutual satisfaction, a strategic partnership must be developed between the sponsor and the sponsee. From a business perspective, sports sponsorship is the most effective as part of an integrated marketing strategy, which requires professionalisation, transparency, and expert-supported evaluation of results. The effectiveness of sponsorships increases with strategically designed activation on digital platforms, the professionalisation of their management, and an emphasis on social responsibility. Theoretical and scientific frameworks, contemporary trends, examples of best practices, and guidelines for future development are presented. športno sponzorstvo športni marketing šport digitalizacija družbena odgovornost sports sponsorship sports marketing sport digitalization social responsibility true false false Slovenski jezik Angleški jezik Članek v reviji 2026-07-24 14:11:43 2026-07-24 14:11:44 2026-07-25 04:09:05 0000-00-00 00:00:00 2025 0 0 Str. 255-258 št. 3/4 Letn. 73 2025 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 796.01:33 3024-0603 10.52165/sport.73.3-4.255-258 265449219 SPORT+3-4-25_255-258_P-Povsic.pdf SPORT+3-4-25_255-258_P-Povsic.pdf 1 5A77622BEC38BE3D92B9A9A42B645963 0f4255750321e4dbbbdf334e0ee2f979627c80808fe0ed6bc769981cc234aa65 1f611bc2-875a-11f1-9b0d-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=243384 https://journals.uni-lj.si/sport/article/view/24101 1 973d2b1c-8758-11f1-9b0d-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=243383 Fakulteta za šport Šport 0 0 0