Kriteriji izbora sponzoriranca v športu med podjetji na slovenskem trgu : diplomsko delo

Pahor, Kristjan (author), Tuškej Lovšin, Urška (mentor)

Pomen sponzorstva kot orodja tržnega komuniciranja konstantno narašča. Med področji, v katera se lahko vlaga sponzorska sredstva, je najbolj priljubljeno športno sponzorstvo, v katerega podjetja vlagajo največ sredstev. Z naraščanjem vloženih sredstev v sponzorstva postaja premišljeno in strateško ravnanje s sponzorstvi vse bolj pomembno. Del strateškega obravnavanja sponzorstev je tudi premišljena izbira sponzoriranca, za katero so zelo pomembni kriteriji izbora sponzoriranca. Področje zahtevanih kriterijev izbora sponzoriranca je v literaturi že naslovljeno, a si avtorji niso enotni pri tem, kateri kriteriji izbire sponzoriranca so najbolj pomembni in primerni, saj v modelih kriterijev izbire sponzoriranca različnih avtorjev najdemo različne kriterije. Poleg tega v slovenskem prostoru še ni bilo izvedene raziskave, ki bi podrobneje preučila pomen in vlogo različnih kriterijev izbora sponzoriranca. Zato sem se v lastni kvalitativni raziskavi osredotočil na razumevanje uporabe kriterijev izbire sponzorirancev med podjetji na slovenskem trgu in vlogo strateškega izbora sponzoriranca pri zadovoljstvu s sponzorstvom ter ravnanju s sponzorskimi dogovori v času aktualne krize virusa COVID-19. V empiričnem delu diplomske naloge, ki je temeljil na izvedbi 5 poglobljenih intervjujev s predstavniki večjih podjetij na slovenskem trgu, sem ugotovil, da analizirana podjetja pri izbiri sponzoriranca večinoma uporabljajo relevantne racionalne kriterije izbire, da premišljena izbira sponzoriranca vpliva na njihovo zadovoljstvo s sponzorstvom in da intervjuvana podjetja v času aktualne krize virusa COVID-19 ne nameravajo drastično spreminjati svojega ravnanja s sponzorstvi.

• Language: Slovenian
• Keywords: športna sponzorstva, kriteriji izbire sponzoriranca, vloga strateške izbire sponzorstva
• Work type: Bachelor thesis/paper
• Typology: 2.11 - Undergraduate Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: [K. Pahor]
• Year: 2020
• Number of pages: 84 str.
• PID: 20.500.12556/RUL-117251
• UDC: 339.138:796.078(043.2)
• COBISS.SI-ID: 22071811
• Publication date in RUL: 03.07.2020

PAHOR, Kristjan, 2020, Kriteriji izbora sponzoriranca v športu med podjetji na slovenskem trgu : diplomsko delo [online]. Bachelor’s thesis. Ljubljana : K. Pahor. [Accessed 16 April 2025]. Retrieved from: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=eng&id=117251

Secondary language

• Language: English
• Title: Sports sponsorship selection criteria among companies on the Slovenian market

Abstract

The importance of sponsorship as marketing communications tool is constantly increasing. The most popular being sports sponsorship, in which companies invest most resources. With the increase of invested resources, a well-considered and strategic management of sponsorships is gaining importance. A segment of strategic treatment of sponsorships is also a thoughtful selection of sponsored parties, of which sponsorship selection criteria make a very important part. The field of sponsorship selection criteria has been studied before, however the authors list different selection criteria in their sponsorship selection criteria models, which means that they do not agree on the issue which of the selection criteria are the most suitable. Furthermore, no reasearch into the sponsorship selection criteria has been conducted in the Slovenian area so far, so in my own qualitative research I focused on the use of sponsorship selection criteria among the companies on the Slovenian market as well as on their satisfaction with the sponsorship and the treatment of sponsorship agreements during the current COVID-19 virus crisis. In the empirical part of the thesis which was based on five conducted in-depth interviews conducted with the representatives of some major companies on slovenian market, I found out that the analysed companies mostly use relevant rational sponsorship selection criteria. Besides, the survey showed that a thoughtful selection of sponsotship parties influences their sponsorship satisfaction and that due to the current COVID-19 crisis, the involved companies do not intend to change their treatment of sponsorships drastically.

• Keywords: sports sponsorships, sponsorship selection criteria, role of strategic sponsorship selection