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Sport sponsorship activation of partners of Czech Athletic Federation
Kuklík, Jan ; Čáslavová, Eva (advisor) ; Voráček, Josef (referee)
Title: Sponsorship activation of partners of Czech Athletic Federation Objectives: The aim of thesis is to create proposals for activating sponsorship for intentionally selected entities in connection with the Czech Athletic Federation on the basis of their own observations, case studies and in- depth interviews. The secondary goal is to evaluate the profile of companies in the role of sponsors and to determine the proposal for activations as a new discipline. Methods: Qualitative research based on in-depth interviews with representatives of selected companies, a case study and analysis of secondary data from documents dealing with athletics were used to determine specific activation proposals. Results: The results obtained from the research and the analysis of the profile of the Czech Athletic Federation and selected companies were used to determine specific proposals for activations for individual companies with involvement in Czech sports practice. Keywords: athletics, marketing communication, new media, sponsorship activation
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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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The cultural events' sponsorship activation
Fořtová, Johana ; Orban, Karol (advisor) ; Halada, Jan (referee)
The bachelor's thesis The cultural events' sponsorship activation covers the possibilities that a sponsor has to communicate its sponsorship to the public. In the theoretical part, the concepts of sponsorship, event sponsorship and arts sponsorship are explained in the contexts of marketing communication, event marketing and art marketing. The thesis subsequently devotes itself primarily with sponsorship activation and its importance for an effective sponsorship. The key ingredients for successful sponsorship activation are presented, that is to say, sponsorship assets, resources, target groups, channels and objectives. At the end of the theoretical part, the thesis suggests a list of current marketing and media trends that could be used by firms to activate their sponsorship, such as opinion leaders, viral marketing, guerrilla communication and diverse new media. The practical part consists of a case study of a Czech company Bageterie Boulevard and its sponsorship of the documentary festival One World in the years 2012-2014. This study analyses mainly the forms of communication and communication channels from the point of view of sponsorship articulation and activational and non-activational leveraging. In conclusion, the thesis offers evaluation of the stated activation and recommendations both...
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