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Activation of RunTour running series sponsorship
Sekeráková, Aneta ; Čáslavová, Eva (advisor) ; Voráček, Josef (referee)
Title: Activation of RunTour running series sponsorship Objectives: The main purpose of this master thesis is to create suggestions and recommendations for the future sponsorship activation of selected RunTour partners, as a follow-up on the presentation and analysis of their activation in 2018. As a secondary objective can be considered the systematic processing of sponsorship activation, which Czech literature still does not offer. Methods: In methodological terms, a case study was chosen that draws on observation of the author at the RunTour running races and especially on interviews with competent representatives of selected partners. Document analysis and interview with the event organizer were used to analyse the running series and sponsoring companies profile. Results: Given the descriptive nature of the research, it is not easy to summarize the results of the thesis. However, it can be stated that all three selected partner companies are aware of the importance of the sponsorship activation and have been clearly open to suggestions and recommendations of the author. Despite the different size of companies, it was generally recommended to establish mutual cooperation between partners. From sponsorship activation suggestions, which have the greatest potential for implementation in practice,...
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Activation of RunTour running series sponsorship
Sekeráková, Aneta ; Čáslavová, Eva (advisor) ; Voráček, Josef (referee)
Title: Activation of RunTour running series sponsorship Objectives: The main purpose of this master thesis is to create suggestions and recommendations for the future sponsorship activation of selected RunTour partners, as a follow-up on the presentation and analysis of their activation in 2018. As a secondary objective can be considered the systematic processing of sponsorship activation, which Czech literature still does not offer. Methods: In methodological terms, a case study was chosen that draws on observation of the author at the RunTour running races and especially on interviews with competent representatives of selected partners. Document analysis and interview with the event organizer were used to analyse the running series and sponsoring companies profile. Results: Given the descriptive nature of the research, it is not easy to summarize the results of the thesis. However, it can be stated that all three selected partner companies are aware of the importance of the sponsorship activation and have been clearly open to suggestions and recommendations of the author. Despite the different size of companies, it was generally recommended to establish mutual cooperation between partners. From sponsorship activation suggestions, which have the greatest potential for implementation in practice,...
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Sponsorship of Česká spořitelna
Sekeráková, Aneta ; Štědroň, Bohumír (advisor) ; Janák, Vladimír (referee)
Title: Sponsorship of Česká spořitelna Objectives: The main purpose of this bachelor thesis is to present the sponsorship relationship between Česká spořitelna and the Czech Olympic Committee, in direct connection with the 2016 Summer Olympic Games. The secondary aim is to propose recommendations for subsequent sponsorship practices of Česká spořitelna. Methods: A case study has been used to achieve the set goals, drawing on three partial methods of data collection. The first is the analysis of documents, especially virtual data. The second one is the observation in Rio - Lipno Olympic Park and in the fanzone of Česká spořitelna in Prague. The third method is a qualitative interview - both an interview led with the current head of the sponsorship unit as well as a group discussion with two representatives of the department who also participated in the preparation of the campaign. Results: In 2016 Česká spořitelna signed a contract for the main partnership of the Czech Olympic Committee valid until 2018, which implies the provision of funds in exchange for a series of benefits and rights defined in the sponsorship package. The motivation of the bank for this step is based primarily on the value of linking its brand to the Olympic brand. Česká spořitelna has created an integrated Olympic campaign...
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