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Using sport celebrities for marketing comunication of the brand Mr. Sailor
Stehno, Jiří ; Voráček, Josef (advisor) ; Šíma, Jan (referee)
Title: Use of sports personalities for marketing communication of Mr. Sailor. Objectives: The main aim of this work is to create a concept for the use of sports personalities in the form of sponsorship of Mr. Sailor. Based on information about individual athletes obtained during the interviews, a general pattern for sponsoring celebrities will be drawn up. Methods: In this work was used the method of written and especially oral questioning. An in-depth interview method was used to evaluate the relationship between the athletes' sample and sponsorship, which helped to obtain more extensive information. After compiling questions for an in-depth interview, a pilot was conducted on a sample of athletes representing individual areas of sport from which the ideal candidates for the application of the concept were selected. Results: The result of this work is to create a set of questions subjected to piloting, which will later be the subject of an in-depth interview with individual athletes. Based on the information gathered, a general form of sponsorship packages serving as an offer will be created and, on the other hand, a list of sponsorship requirements. Subsequently, ways of activating cooperation with personalities will be proposed. In the future, it is possible to apply this knowledge to set up...
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