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Title:SPONZORIRANJE ŠPORTA V SLOVENIJI
Authors:ID Grace, Martina (Author)
ID Završnik, Bruno (Mentor) More about this mentor... New window
Files:.pdf VS_Grace_Martina_2012.pdf (738,46 KB)
MD5: A7F7B28DF38F4D7187BBDEFAFD7DB2F0
PID: 20.500.12556/dkum/1e1ac1c8-9372-43a3-9912-40d0491fe25c
 
Language:Slovenian
Work type:Undergraduate thesis
Typology:2.11 - Undergraduate Thesis
Organization:EPF - Faculty of Business and Economics
Abstract:Šport je vsekakor dejavnost, ki nas spremlja na vsakem koraku. Tesno je povezan tudi z gospodarstvom. Šport obravnavajo različni mednarodni in slovenski avtorji, ki ga delijo v različne skupine (rekreativni, razvojni, standardni in vrhunski šport). Posebna pozornost se posveča vrhunskemu športu. Šport v Sloveniji je zelo priljubljen in razširjen, rekreativno se z njim ukvarja več kot 50 % prebivalstva, imamo pa tudi ogromno različnih športnih društev, v katerih se združujejo rekreativni in vrhunski športniki. Šport je v Sloveniji zakonsko urejen. Najpogosteje se pojavlja v obliki društev, ki izvajajo dejavnost. Ta dejavnost ima splošno družbeno korist, zato ga delno financira država skupaj z financiranje delimo na sredstva gospodinjstev, donatorjev, sponzorjev in drugo. Sponzoriranje je posel oz. trikotnik med sponzorjem in posameznikom, organizacijo ali dogodkom ter potrošnikom. Pri tem poslu obe strani nekaj dajeta in hkrati nekaj pričakujeta. Sponzoriranje je ena od sestavin komunikacijskega spleta, s katerim poskuša podjetje doseči postavljene marketinške cilje. Elementi tržnega komuniciranja, s katerimi je sponzoriranje tesno povezno, so oglaševanje, odnosi z javnostmi, neposredno trženje, pospeševanje prodaje in osebna prodaja. Sponzorji se lahko odločijo za podkrepitev sponzorskega projekta za kateri koli element. Verjetno je širši javnosti najbolj poznana kombinacija sponzoriranja in oglaševanja. Seveda pa ostali elementi ne zaostajajo, o odločitvi odločajo cilji podjetja. Sponzoriranje ima že dolgo zgodovino. Prvi zametki so se pojavili že v antični Grčiji, tisti pravi pomen, kot ga poznamo danes pa je pojem sponzoriranje dobil v začetku sedemdesetih let prejšnjega stoletja. Nekaj let kasneje se je začelo razvijati tudi športno sponzorstvo. Temeljni dokument pri sponzoriranju je sponzorska pogodba, ki obvezuje obe stranki obveznosti in pravic. Tako sponzor svojemu sponzorirancu po navadi nakaže denarna sredstva, sponzoriranec pa mora delovati tako, da povzdigne ugled podjetja, pripomore k večji prodaji in dobičku. Najpomembnejša cilja sponzoriranja tako v svetu kot pri nas sta zagotovo povečanje prodaje in boljši ugled podjetja v očeh javnosti. Seveda pa to nista edina cilja, ki bi podjetja vlekla k odločitvi o takšnem sodelovanju. Ti cilji so še izboljšati poslovne zveze in odnose, delovati družbeno koristno, poskrbeti za boljšo klimo med zaposlenimi… Vse pogosteje se dogaja, da se podjetja za odločitev o nekem sponzoriranju ne odločajo utemeljeno. Pri nas se podjetja zelo pogosto odločajo za sponzoriranje na podlagi poznanstev in internih interesov vodilnih. V podjetju ne naredijo načrta, ki bi moral obsegati opis ciljne skupine, cilje sponzoriranja, obseg finančnih sredstev, čas trajanja projekta, oblikovati sporočilo samega projekta in še bi lahko naštevali. V svetu je sponzorstvo zelo transparentno, podatki so dostopni javnosti, podjetja znajo veliko bolj izkoristiti prednosti, ki jih prinaša sponzorstvo športa. V Sloveniji so sponzorske pogodbe poslovne skrivnosti, nihče od udeležencev ne govori rad o konkretnih točkah v pogodbi, vemo le, da sponzorski projekti obstajajo. V največjih sponzorskih projektih so po navadi največji sponzorji podjetja, ki so v lasti države (delno lastništvo). Vsi športni klubi, športniki in prireditelji dogodkov se zelo trudijo, da bi sodelovali z takšnim sponzorjem. Če bo v prihodnosti prišlo do razkritja podrobnosti sponzorskih pogodb, se bodo številna podjetja umaknila, to pa bo zagotovo priložnost za manjša in srednja podjetja, da bolj pogumno stopijo na trg športa in z njegovo pomočjo dosežejo cilje. Da pa se športno sponzoriranje v Sloveniji zelo razvija, so dokazali mnogi odlični projekti, ki smo jih lahko zasledili v zadnjem desetletju (sodelovanje naših športnikov na zimskih in poletnih OI, nogometna, košarkarska, odbojkarska, hokejska prvenstva…). Nekatera podjetja so odlično izkoristila sponzoriranje skupaj z oglaševanjem in drugimi aktivnostmi za dosego
Keywords:sponzoriranje, šport, financiranje športa, elementi tržnega komuniciranja, veslanje
Place of publishing:[Maribor
Publisher:M. Grace
Year of publishing:2012
PID:20.500.12556/DKUM-38538 New window
UDC:797
COBISS.SI-ID:11196188 New window
NUK URN:URN:SI:UM:DK:O36XJVPS
Publication date in DKUM:16.11.2012
Views:4234
Downloads:298
Metadata:XML DC-XML DC-RDF
Categories:EPF
:
GRACE, Martina, 2012, SPONZORIRANJE ŠPORTA V SLOVENIJI [online]. Bachelor’s thesis. Maribor : M. Grace. [Accessed 18 April 2025]. Retrieved from: https://dk.um.si/IzpisGradiva.php?lang=eng&id=38538
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Secondary language

Language:English
Title:SPONZORSHIP OF SPORT IN SLOVENIA
Abstract:Sport is definitely an activity that follows us at every step. It is closely connected with economy. Different Slovene and international authors are writing about it and they divide it into different categories (recreational, developmental, standard and professional). Special attention is given to professional sport. Sport in Slovenia is very popular and expanded. More than 50 % of our population occupies itself with recreational sport. We also have a lot of sport clubs, which join recreational and professional athletes. Sport in Slovenia is legally arranged. Usually we speak about sport clubs that perform such activity. This activity has general social benefit, therefore is partially financed by the government. Sponsorship is a business or in other words a triangle between sponsor and individual, organization or event, and consumer. Both sides in this business give something and also expect something. Sponsorship is one of the components of the communication net with which company tries to achieve marketing goals. Elements of marketing communication, with which sponsorship is closely connected, are advertising, public relations, direct marketing, sales promotion and personal selling. Sponsors can decide to support sponsorship project for any element. Most known to wide society is probably the combination of sponsorship and advertising. Of course, all the other elements do not stay behind. The goals of the company decide which combination to use. Sponsorship has a long history. It first appeared in the ancient Greece, but the real meaning that is known today, is from the beginning of the seventies. Sports sponsorship started to develop few years after. Basic document of sponsorship is sponsorship contract, which bounds both clients with their obligations and rights. Sponsor therefore assigns money funds to receivers of sponsorship. They should act in a way which raises the reputation of a company, sale of products and profit. The most important goals of sponsorship in the world and in Slovenia are to increase sale of products and raise of the company’s reputation in public eyes. These are not the only goals of companies that decide for sponsorships. They also want to improve business connections and relations, act in a socially useful manner; they want to take care for better relations between their employees... It is quite in common that sponsorships are set on unfounded basis. Companies decide for sponsorship on the basis of acquaintances and interest of the leaders. In the companies they do not prepare a plan that should include the description of target group, goals of sponsorship, extent of financial funds, how long the project will last, they should design the message of the project and so on. In the world, sponsorship is very transparent: data is public; companies know really well to use the advantages of sports sponsorship. In Slovenia, sponsorship contracts are business secrets. None of the participants talk about things in the contract. We only know that sponsorship projects exist. In the biggest sponsorship projects the sponsors are usually the companies that are own by the country (partial ownership). All sports clubs, athletes and organizers of events want to co-operate with them. If the future brings the revealing of details in sponsorship contracts, many of numeral companies will remove their selves. That will definitely be an opportunity for smaller and middle companies to step bravely in the sports marketing and with their help they will achieve company goals. Sponsorship in Slovenia is developing. This can be proved on many excellent projects that happened in last decade (our athletes attended winter and summer Olympic Games, football, basketball, volleyball and hockey championships...). Some of the companies used very well the sponsorships to achieve their goals together with advertising and other activities. It is normal that all sports are not appropriate for sponsorship. Sponsors that deal with these projects will quickly find the one, through which sponsorship will achieve th
Keywords:sponsorship, sport, sport financing, elements of marketing communication, rowing


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