|Abstract:||In the past, athlete's success has been measured only by looking at the results in the individual sports discipline. Today, the results are more than necessary, but not just those that are being achieved on courts, race tracks and at big competitions. Especially extreme athletes have to look at their career in a holistic manner, if they want to succeed at their niche sports, and in getting partnership companies or sponsors to cooperate with them. These companies demand results, because results increase sales, recognisability, as well as increase in profits.
In order to achieve these results, the companies are ready to invest large financial resources, so that the athlete can help them by using his name and services. Extreme athletes have an advantage in this area, because they understand the brands, as well as advantages that the partnership companies get with this cooperation.
In this master thesis we have presented some of the creative examples of connecting athletes with the brands and stressed that social networks are one of the most important communication channels of extreme athletes, because they ensure that the athletes, as well as the partnership companies are being exposed. We have also stated that companies invest in extreme athletes based on the four motives, such as attitude towards the environment, business motive, athlete’s mission, and networking with important people. The companies also look for recognisability and connections, which represent a valuable and measurable contribution to their brand.
In the applied part of the thesis we wanted to establish, if the extreme athlete’s activity increases a chance for possible sponsorship offers or cooperation with partnership companies. During our research, we already confirmed that the athlete’s media value, as well as cooperation of companies has increased.
From the partnership companies’ point of view, we wanted to find out, how the cooperation between an extreme athlete and partnership company works. During the period of two months, we exposed the brand through vlogs and in the end established that during that period, the recognition and familiarity with the brand increased.|