Vrednost znamk športnih organizacij

Horvat, Patrik (author)

Članek obravnava vrednost znamk športnih organizacij v Sloveniji, ki je eno ključnih sredstev za njihov uspeh in dolgoročno konkurenčnost. Predstavljeni so glavni dejavniki, ki vplivajo na gradnjo in povečanje vrednosti znamke v športu: športni rezultati, vloga trenerjev, zvezdniški igralci, prepoznavnost, zvestoba navijačev in sodelovanje sponzorjev. Raziskava temelji na kvalitativni metodi – intervjujih s predstavniki Rokometnega kluba Celje Pivovarna Laško, Nogometne šole Mura in podjetja Sport Media Focus. Rezultati potrjujejo pomen čustvene navezanosti navijačev in strateškega trženja za krepitev blagovne znamke. Na podlagi ugotovitev so navedene splošne usmeritve za slovenske športne organizacije, kako celostno upravljati lastniški kapital svoje znamke.

• Language: Slovenian
• Keywords: šport, znamka, športna organizacija, lastniški kapital blagovne znamke, športni marketing
• Work type: Article
• Typology: 1.04 - Professional Article
• Organization: FŠ - Faculty of Sport
• Publication status: Published
• Publication version: Version of Record
• Year: 2025
• Number of pages: Str. 266-270
• Numbering: Letn. 73, št. 3/4
• PID: 20.500.12556/RUL-184302
• UDC: 796.01:33
• ISSN on article: 3024-0603
• DOI: 10.52165/sport.73.3-4.266-270
• COBISS.SI-ID: 265452291
• Publication date in RUL: 03.07.2026

Record is a part of a journal

• Title: Šport
• Shortened title: Šport
• Publisher: Založba Univerze v Ljubljani
• ISSN: 3024-0603
• COBISS.SI-ID: 241824003

Licences

• License: CC BY-SA 4.0, Creative Commons Attribution-ShareAlike 4.0 International
• Link: http://creativecommons.org/licenses/by-sa/4.0/
• Description: This Creative Commons license is very similar to the regular Attribution license, but requires the release of all derivative works under this same license.

Secondary language

• Language: English
• Title: Brand equity of sports organizations

Abstract

The article examines the brand equity of sports organizations in Slovenia, which represents a key asset for their success and long-term competitiveness. The article presents the main factors influencing brand building and value: sporting results, the role of coaches, star players, brand recognition, fan loyalty, and sponsorship collaboration. The research is based on qualitative methods – interviews with representatives of Handball Club Celje Pivovarna Laško, Football School Mura, and Sport Media Focus, a sports marketing agency. The findings confirm the importance of fan emotional attachment and strategic marketing in strengthening sports brands. General guidelines are provided for Slovenian sports organizations on how to manage their brand equties holistically.

• Keywords: sport, brand, sports organization, brand equity, sports marketing