Vzroki uspešnosti sponzoriranja športa v Sloveniji

Božak, Nejc (author), Kline, Mihael (mentor)

Organizacije danes svojo ciljno publiko vse bolj nagovarjajo skozi šport. Zavedajo se, da šport združuje ljudi, povezuje se ga z uspehom in pozitivnimi zgodbami, nudi pa tudi velik doseg. V Sloveniji se sponzoriranje športa pogosto povezuje z družbeno odgovornostjo in zato v nekaterih primerih ne gre za sponzoriranje v pravem pomenu, ampak za donatorstvo. Na podlagi teorije in opravljenih intervjujev z vidnimi akterji na področju sponzoriranja športa v Sloveniji sem ugotovil, da se v Sloveniji dogajajo premiki na tem področju, vendar sponzorski odnosi še vedno ne prinesejo želene uspešnosti oziroma učinkovitosti. Intervjuji so bili namerno opravljeni tako z dobro uveljavljenimi kot z manj uveljavljenimi akterji. Primerjavo sem naredil med dvema športnikoma, športnima kluboma in podjetjema. Pri športnikih sem primerjal Vida Peršaka, ki je na začetku profesionalne športne poti, in Filipa Flisarja, ki je ena izmed najbolj prepoznavnih športnih znamk v Sloveniji. Med športnimi klubi sem primerjal Rokometni klub Celje Pivovarna Laško, ki ni prepoznaven le v Sloveniji, ampak tudi v Evropi, in Košarkarski Klub Rogaška, ki je v slovenskem prostoru sicer zelo uspešen, vendar še nima take prepoznavnosti kot Rokometni klub Celje Pivovarna Laško. Na koncu sem raziskal še razlike v razumevanju sponzoriranja športa med dvema zelo velikima slovenskima podjetjema, in sicer Telekomom ter Novo KBM.

• Language: Slovenian
• Keywords: Sponzoriranje športa, družbena odgovornost, posel, prenos podobe.
• Work type: Bachelor thesis/paper
• Organization: FDV - Faculty of Social Sciences
• Year: 2019
• PID: 20.500.12556/RUL-108377
• COBISS.SI-ID: 36294493
• Publication date in RUL: 29.06.2019

Secondary language

• Language: English
• Title: The reasons for the success of sport sponsorships in Slovenia

Abstract

Today organizations are increasingly addressing their target audience through sports. They are aware that sport brings people together, it is connected with success and positive stories and it simultaneously offers a great reach. In Slovenia sport sponsorship is very often linked to social responsibility and in some cases it is not a matter of sponsoring in the true sense, but it is leaning more towards donations. Based on the theory and interviews conducted with visible players in the field of sport sponsorship in Slovenia, we found that there are movements in Slovenia in this field, but sport sponsorships still do not bring the desired performance or efficiency. Interviews were deliberately done with both well-recognizable and less-recognizable participants in sponsorship relations. I made a comparison between two athletes, two sports clubs and two companies. I compared Vid Peršak, who is at the beginning of the professional sports career and Filip Flisar, one of the most recognizable athletes in Slovenia. Among the sports clubs, I compared the Handball Club Celje Pivovarna Lasko, which is very recognizable not only in Slovenia, but also in Europe and the Basketball Club Rogaška, which is very successful in Slovenia, but it does not yet have such recognition as the first club. In the end, I also explored the differences in the understanding of sponsoring sports between two very large Slovenian companies, namely Telekom and Nova KBM.

• Keywords: Sport sponsorship, social responsibility, business, image transfer.