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Activation of sponsoring in softball club in Prague
Novotná, Tereza ; Čáslavová, Eva (advisor) ; Voráček, Josef (referee)
Title: Activation of sponsorship in softball club in Prague Objectives: The aim of this work is to activate sponsorship in a softball club in Prague by creating four personalised sponsoring offers for the preselected companies. These offers will be created based on analysis of current state of the club sponsorship and possible benefits the club could offer. Methods: The paper will use qualitative research methods. Firstly, the paper will be focused on analysis of the current state of sponsorship in the club using a qualitative interview with the general manager of the club and short interviews with the current sponsoring companies about their satisfaction. Afterwards, a list of possible benefits for the sponsors will be provided using data from an interview with a sponsoring specialist and the interviews with sponsors. Based on the list and the information collected during the interviews the personalised sponsorship offers will be designed. Results: Results from the executed research and the analysis of current state of the sponsorship in the club provided starting points for the creation of personalised sponsorship activation offers for chosen companies. These offers are considering the needs, goals and philosophy of the companies and the club. Keywords: activation, sponsoring, softball, sport...
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The representation of economic sectors among the partners of Czech professional sport with a focus on the gambling and alcohol industry
Pokorný, Dominik ; Šíma, Jan (advisor) ; Křivda, Tomáš (referee)
Title: The representation of economic sectors among the partners of Czech professional sport with a focus on the gambling and alcohol industry Objectives: The primary objective of the thesis is to conduct a survey focused on the industrial composition of partners supporting professional sports entities with representation in the highest competitions of Czech sport. Thus, the thesis provides a comprehensive overview of the composition of industries supporting Czech professional sport. The thesis also aims to provide a more detailed look at a group of controversial areas of the economy that are often integral to sports partnerships. Methods: The method of sequential collection of virtual data from primary sources, i.e. official websites of the included sports entities, is used. The whole process is carried out within Microsoft Excel, where all sports entities with their listed partners are recorded, which are always assigned the relevant partnership type and the corresponding defined industry sector. In the same program, the resulting statistics are then prepared and represent the official output of the thesis. Results: The diploma thesis presents an extensive and detailed overview of the structure of industries represented among the partners of sports entities belonging to the sphere of Czech...
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Sponzoring v individuálních sportech
Šimková, Johanka
ŠIMKOVÁ, JOHANKA. Sponsorship in individual sports. Brno, 2019. Diploma thesis. Mendel University in Brno, Faculty of Business and Economics. Thesis supervisor Ing. Stanislav Mokrý, Ph.D. This master thesis focuses on sponsorship activities for athletes pursuing individual sports who do not have their own sport manager. The study investigates the issue from the perspective of both the athletes, looking for a sponsor, and the companies, offering the sponsorship opportunities. The athletes were questioned in a detailed survey while in-depth interviews were applied to address company representatives, aiming to determine factors leading to a match between the supply and the demand of the sponsorship. Based on outcomes of both surveys, practical recommendations for athletes are given in the thesis.
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Specifics of marketing communication of small businesses
KŘÍHA, Jan
The aim of my bachelor thesis is to propose communication changes of selected company based on the analysis of specifics of marketing communication of small businesses. The theoretical part defines small businesses, describes the advantages and disadvantages of this type of business and possibilities of support in the Czech Republic. It also deals with individual tools that are used in marketing communication. These tools include advertising, sales promotion, event marketing, public relations, personal sales, direct marketing and sponsorship. Attention is also paid to new technologies of marketing communication of small businesses. The practical part is based on theoretical knowledge and an analysis of the specifics of marketing communication is done by observing the cafe called Kousek. The next part proposes a change in communication that will help the selected company to better communicate with the environment.
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Financing of selected volleyball club
Cihlářová, Aneta ; Ruda, Tomáš (advisor) ; Opelík, Daniel (referee)
Title: Financing of selected volleyball club Objectives: The aim of this bachelor thesis is to analyze the incomes of the club from the season 2015/2016 to 2021/2022. It is achived the main goal on the basis of the analysis, which is to propose recommendations for improvemnt of the financial situacion of the club. Methods: Qualitative methods were used To achieve the goal in the work. Secondary data were obtained by document analysis and they were supplemented by information obtained through a semi-structured interview. The method of descriptive analysis was used for a clear interpretation of the obtained data. Results: The result of the work are proposed recommendations that could lead to an increase in income from their own activities. Another recommendation is suggestions that will help the club to get a new sponsor. Keywords: subsidies, sponsorship, sport club, volleybal
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Analysis of marketing activites of leading Czech tennis players on social media from 2015 to 2020
Vondra, Martin ; Ježková, Tereza (advisor) ; Hrbáčková, Anna (referee)
The bachelor thesis describes marketing activities of selected Czech tennis players on social media in the years 2015-2020. The theoretical part of the thesis focuses on the introduction of basic theories. Describes the basic theories of marketing, sports marketing, online marketing and influencer marketing. In the chapter focused on sponsorship, the thesis deals with the basic definitions of sponsorship, its application in sports and specifically in tennis. The chapter focused on tennis marketing and sponsorship deals with the application of theoretical definitions to tennis as a sport. The thesis describes what ways of sports marketing appear in tennis and explains how they work. The practical part of the bachelor thesis is a quantitative content analysis of social media of selected Czech tennis players in meeting the objectives of the work. The research period is 2015-2020. The part is divided into five blocks, each block analyzes a selected tennis player and his three selected social networks Instagram, Facebook and Twitter. The individual blocks describe the marketing activities of Czech tennis players on social networks and what products they promote. The results of this analysis are then applied to research questions and hypotheses and a conclusion is drawn.
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Sponsorship of the Czech handball club
Straková, Karolína ; Šíma, Jan (advisor) ; Crossan, William Morea (referee)
Title: Sponsorship of the Czech handball club Objectives: The main objective of this diploma thesis is to create a sponsorship package to address and potentially gain the general sponsor of the Czech handball club TJ Sokol Nové Veselí. Methods: In this diploma thesis, qualitative methods are used - analysis of texts, documents, websites and social networks. Furthermore, a semi-structured interview was conducted with the vice-president of the club. Semi- structured interviews were also conducted with representatives of selected companies. Results: An analysis of the current situation and the interviews showed that the club does not currently have a comprehensive sponsorship package. Communication with sponsors always took place individually on the basis of specific negotiations and a comprehensive form was lacking, which reduced the effectiveness of negotiations. For this reason, the first part of the work focuses on the analysis of the current situation, the possibilities and the offer of counter-services that the club can offer. Based on this, one basic package was created, as the interviews showed that this strategy is more effective for the club. The created package was presented to the addressed sponsors, while the goal was achieved and a new sponsor was obtained for the club. Keywords:...
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Sponsorship proposal for potential partners of SC Xaverov Horní Počernice
Talašová, Zuzana ; Šíma, Jan (advisor) ; Voráček, Josef (referee)
Title: Sponsorship proposal for potential partners of SC Xaverov Horní Počernice Objectives: The aim of this thesis is to create a new sponsorship proposal for potential sponsors of SC Xaverov Horní Počernice. The secondary goal is to analyse sponsorship proposals for their actual sponsors and suggest and recommend appropriate measures to improve the current partnerships. Methods: The main method used in this thesis was a semi-structured interview with the head of management of the club. To obtain additional information, a case study and analysis of documents related to the sponsorship of the club have been made. Results: Based on the analysis of the club's current state, it was found that there are no sponsorship packages or an inventory of assets for the sponsors. Therefore, a new collection of five sponsorship packages was created. Those can help the club's bargaining with the sponsors. Furthermore, an inventory of assets which are within the club's reach but are currently not being offered has been created. The club has been also advised to create a section on their webpage dedicated to their potential sponsors and to create the graphic design of the sponsorship proposal. Keywords: sport marketing, sponsorship, sponsorship package, football
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