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Analiza pričakovanih sprememb v sponzorstvu v športu kot posledica COVID-19 : primer slovenskih sponzorjev in imetnikov športne lastnine
Zalaznik, Maja (Author), Pavlič, Gašper (Author), Pfajfar, Gregor (Author)

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Abstract
Sponzorstvo je eden ključnih stebrov financiranja slovenskega športa. Namen tega članka je odstreti spremembe na področju sponzorstva v športu z vidika trženjskih, ekonomskih in družbenih učinkov v luči pandemije covid-19. Covid-19 je močno vplival in še vpliva na izvajanje športnih aktivnosti, zato smo tudi kot družba pred izzivom, kako v spremenjenih okoliščinah sponzorstvo vidijo podjetja in imetniki športne lastnine in kakšen je njihov odnos do prihodnjih umeščanj sponzorstva v šport. V ta namen je nastala raziskava na temo odkrivanja posledic covid-19 v slovenskem športnem sponzorskem okolju. Potekala je v maju in juniju 20201, tako preko delno strukturiranih intervjujev kot tudi spletnega anketnega vprašalnika. Raziskava ugotavlja, da posledice covid-19 vplivajo na učinke sponzorstva preko sprememb v pričakovanjih deležnikov v sponzorstvu. Presenetljiva ugotovitev je, da spremembe pri porabnikih kot posledica covid-19 ne vplivajo neposredno na spremembe v pričakovanjih deležnikov v sponzorstvu. Ugotavljamo tudi, da spremenjena pričakovanja pri sponzorjih in imetnikih športne lastnine zgolj ob prisotnosti trajnostnega komuniciranja vplivajo na učinke sponzorstva. Prispevek zaključujemo s priporočili za različne deležnike v sponzorstvu v športu, kjer poudarjamo pomen sodelovanja sponzorjev in imetnikov športne lastnine z drugimi deležniki (tj. porabniki, družbo, državo) in tako predlagamo nov model mreže odnosov na področju sponzorstva, ki odpira pot prihodnjim raziskavam.

Language:Slovenian
Keywords:trženje, turizem, potrošnik, sponzorstvo v športu, covid-19, učinki sponzorstva, aktivacija sponzorstva
Work type:Article (dk_c)
Tipology:1.01 - Original Scientific Article
Organization:EF - School of Economics and Business
Year:2020
Number of pages:Str. 41-60
Numbering:Letn. 15, št. 29
UDC:339.138
ISSN on article:1408-1652
COBISS.SI-ID:77274115 This link opens in a new window
Views:73
Downloads:27
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Record is a part of a journal

Title:Akademija MM
Shortened title:Akad. MM
Publisher:Marketing magazin
ISSN:1408-1652
COBISS.SI-ID:65123840 This link opens in a new window

Secondary language

Language:English
Title:Analysis of expected changes in sport sponsorship as a result of COVID-19 : the case of Slovenian sponsors and sport properties
Abstract:
Sponsorship is one of the key pillars of financing Slovenian sport. The purpose of this article is to highlight the changes in sport sponsorship and its marketing, economic and social effects in the pandemic situation. Covid-19 has strongly influenced and continues to influence the implementation of sports activities, so we are facing the challenge of how sponsors and sport properties see the changed current sponsorship situation and their attitude to future sponsorship. Therefore, a research uncovering the consequences of Covid-19 on the Slovenian sports sponsorship environment was created and implemented in May and June 2020, both through semi-structured interviews and an online questionnaire. This researchs findings suggest that changes due to Covid-19 influence sponsorship effects through changes in expectations of various sponsorship stakeholders. The changes on the consumers' side due to Covid-19 surprisingly do not influence directly the changes in expectations of various sponsorship stakeholders. Furthermore, the changes in expectations of various sponsorship stakeholders influence sponsorship effects only in the presence of sustainable communication. The study concludes with the recommendations for various stakeholders in sport sponsorship, exposing the importance of sponsors' and sport properties' cooperation with other stakeholders (consumers, society, and government). The cooperation among these stakeholders is at the heart of a newly proposed model of network relationships in sponsorship, which opens this field for future research.

Keywords:marketing, tourism, consumer, sport sponsorship, Covid-19, effects of sponsorship, sponsorship activation

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