Sponzoring sportovního klubu z pohledu firmy
Title Alternative:Sponsorship of sports club from the point of view firm
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Date
2008-01-01
Authors
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Journal ISSN
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Publisher
Technická Univerzita v Liberci
Abstract
Ve své diplomové práci se zabývám problematikou sponzorství, jeho zařazením v komunikačním mixu. Velký důraz kladu na public relations, neboť oblast sponzoringu je v našich podmínkách stále většinou pojímána jako oblast PR. Cílem práce je, kromě shromáždění dostupných teoretických východisek, popis sponzorské činnosti ve vybrané firmě, kterou je Česká spořitelna a.s. a ve vybraném sportovním klubu, kterým je FC Hradec Králové. Z poznatků, které jsem získal z dostupných teoretických východisek a z informací, které mi poskytli zástupci firmy i fotbalového klubu, se snažím navrhnout optimální vztah mezi sponzorem a sponzorovaným klubem. Vedlejším cílem práce je zjistit prospěšnost sponzorování jak z pohledu firmy, tak i z pohledu klubu. Součástí praktické části je také stručná analýza sponzorské činnosti firem na území České republiky.
My thesis is focused on the issue of sponsorship and its position in communication mix. I point out public relations because the sphere of sponsorship is, in our conditions, still connected with the sphere of public relations (and even further is seen as part of public relations). The aim of my thesis is gathering of available theoretical data and above all description of sponsorship activities in a chosen company - Česká spořitelna and sports club FC Hradec Králové. From the information that I gained from accessible theoretical sources and from representatives of the copany as well as from those from football club - I try to schneme out the optimal relation between sponsor and sponsored club. The secondary aim of this dissertation is recognition of the utility of sponsorship from both - the point of view of the company and of the sport club. Practical part is furthermore focused on brief analysis of sponsorship activities of companies in the Czech Republic.
My thesis is focused on the issue of sponsorship and its position in communication mix. I point out public relations because the sphere of sponsorship is, in our conditions, still connected with the sphere of public relations (and even further is seen as part of public relations). The aim of my thesis is gathering of available theoretical data and above all description of sponsorship activities in a chosen company - Česká spořitelna and sports club FC Hradec Králové. From the information that I gained from accessible theoretical sources and from representatives of the copany as well as from those from football club - I try to schneme out the optimal relation between sponsor and sponsored club. The secondary aim of this dissertation is recognition of the utility of sponsorship from both - the point of view of the company and of the sport club. Practical part is furthermore focused on brief analysis of sponsorship activities of companies in the Czech Republic.
Description
katedra: KMG; přílohy: 1 CD s diplomovou prací; rozsah: 97 s., 6 s. obr. příloh
Subject(s)
sponzoring, sport, komunikační mix, sponzor, marketing, public relations, sportovní klub, sponsorship, sport, communication mix, sponsor, marketing, public relations, sports club