Title: Marketing development and analysis of the ČOV focused on sponsorship Objectives: The aim of this thesis is to evaluate the marketing development since the marketing agency Česká olympijská a.s. was established, partners satisfaction with the counter-offer and the formulation of recommendations for its improvement. Methods: In this work we used a mixed research that we have done through the analysis of texts and documents, questionnaire and a SWOT analysis. Documents provide us an overview of the Czech Olympic Committee and its marketing activities. The questionnaire was used to express partners satisfaction with cooperation with the ČOV. SWOT analysis provided us with evaluation of internal and external factors affecting ČOV. Results: We found out that every Olympic cycle marketing proceeded, it was trying to bring new sources of financing and create various campaigns to raise awareness about the partners. Partners in the questionnaire expressed 100% satisfaction with the counter-offer of ČOV. Keywords: marketing, olympic marketing, sponsorship, Czech Olympic Committee

Title: Financing and promotion of the Junior marathon Objectives: This thesis deals with the characteristics of the Junior marathon, its financing and promotion. The aim of the thesis is identification and evaluation of current sources of financing and types of promotion and at the same time suggestion of new ways of financing and promotion. Results: New alternatives and recommendations for effective promotion. Suggestions of other ways of financing. Methods: The main part of information crucial for writing of this thesis was obtained in an interview with a representative of Prague International Marathon, spol. s r.o. There was also a market search carried out. The target group was among high school students participated in a last years Junior Marathon. Key words: Running, sport event, promotion, financing, sponsorship

Title: Comparison of proposals for sponsors in football clubs Objectives: The main objective of this diploma thesis is to compare and evaluate the list of advertisement options at 8 selected football clubs. Emphasis is placed on finding new trends that appear in tender leaves that are different from previous forms of list of advertisement options, as presented earlier literature. Methods: As a crucial method applied in this diploma thesis is considered content analysis. Additionally it was used as an analysis of documents and literature review. Results: According to available results show that the highest quality of tender leaf has a football club AC Sparta Praha. It offers on the Czech situation deluxe return for sponsorship. Other clubs bid sheet are much less sophisticated, but the differences between them are minimal. Diploma thesis shows the growing trend of new services partner of football clubs compared Čáslavová monograph (2009). It was found that the individual invitations to sheets appears additional 38 new areas related to the history, location and success of a particular football club. Keywords: sport marketing, sponsorship, advertising, list of advertisement options, football

Companies increasingly believe that sponsorship, and in particular sport sponsorship, can help them achieve their respective strategic objectives. Achieving sales objectives are especially important in the context of sport sponsorship, given that managers are under increasing pressure to justify their sponsorship expenditure, and that over two-thirds of all sponsorships are directed towards sports properties. However, isolating a sponsorship s contribution to a company s sales figures is difficult to accomplish, and even if this were possible, understanding the mechanisms behind consumers behavioural responses to that respective sponsorship would still constitute a challenge. Hence, understanding consumers behavioural purchase intentions, and what drives these intentions within sponsorship contexts, is of paramount importance. That said, little is known about what drives consumers purchase intentions in sponsorship settings. A greater understanding of consumers behavioural intentions within concurrent sponsorship settings is necessary. Concurrent sponsorships involve multiple brands sponsoring a property at the same time. As such, they are a more realistic and common sponsorship context than simple sponsor-sponsee dyads are. It is important to examine concurrent sponsorships because a collective is formed when multiple sponsors are involved. In turn, social psychology highlights that a collective is characterised by the degree to which its a priori members are perceived as a group. Groups are perceived qualitatively differently to dyads, and can also be perceived differently to the sum of their respective constituent parts. Moreover, the extent to which people perceive a collective as a group can impact upon their subsequent evaluations of that group and that group s actions. Consequently, consumers evaluations of a sponsee s concurrent sponsors and the sponsee itself may be affected by how concurrent sponsorships are perceived, which in turn may affect consumers behavioural intentions. Hence, it is imperative that concurrent sponsorship contexts are investigated. That said, there is scant literature investigating concurrent sponsorships, with sponsorship research historically focussing on sponsor-sponsee dyadic settings. This thesis contributes to our understanding of concurrent sponsorship settings of major sporting events by examining how people s perceptions of concurrent sponsors entitativity influence both their purchase intentions towards a focal concurrent sponsor and their sponsee equity evaluations. An online questionnaire, utilising sponsorship vignettes (scenarios) as part of a factorial survey design, was sent to respondents of a mid-sized UK-based university. Scenarios were used to manipulate respondents into perceiving two concurrent sponsorship settings: a concurrent official providers sponsorship setting and a concurrent official financers sponsorship setting. Hypotheses were tested through Lisrel 8.71 where confirmatory factor analysis (CFA) and structural equation modelling (SEM) were performed. The results in both sponsorship contexts (concurrent official providers and concurrent official financers ) appear to be very similar. Specifically, the results suggest that people s entitativity perceptions are positively related to their sponsee equity evaluations, which in turn are positively associated with people s purchase intentions. Entitativity is also positively associated with consumers intentions to purchase from a concurrent sponsor but only when consumers attribute high levels of sincerity towards that sponsor. The one significant difference between the two sponsorship types (official providers and official financers) in the study concerns how sincerity affects the entitativity-sponsee equity relationship. People s attributions of sincerity moderate the relationship between entitativity and sponsee equity in the official provider concurrent sponsorship context, such that the entitativity-sponsee equity relationship becomes stronger. However, people s attributions of sponsor sincerity do not affect the entitativity-sponsee equity relationship in the official financer concurrent sponsorship context. A post-hoc examination of repondents entitativity ratings also suggests people perceive official providers as being significantly more entitative than they do official financers. This study makes a number of contributions to both theory and management practice. For example, the study demonstrates how the entitativity concept, found within social psychology, can be applied to concurrent sponsorship settings, such that people s behavioural intentions towards a sponsee and a concurrent sponsor, are influenced by their concurrent sponsor entitativity perceptions. Following this, concurrent sponsors and sponsee rights holders should consider how sponsors can foster people s entitativity perceptions whilst at the same time communicate sincere motives for their respective sponsee sponsorships, as sincerity perceptions are important too. This would not only help the sponsee s rights holder by increasing sponsee equity but the results also suggest that people are more likely to purchase from a concurrent sponsor. That said, this may lead to further difficulties between sponsors and sponsees rights holders. For example, sponsees rights holders may be perceived as needing sponsorships as opposed to being able to command them, which in turn could lead to difficult sponsorship negotiations between rights holders and potential sponsors. Second, the business and marketing acumens of sponsees rights holders are generally regarded to be lower than that of sponsors . In fact, sponsors often act independently of sponsees rights holders when making sponsorship leveraging decisions and investments, and this is partly because sponsees rights holders are not proactive enough in working with the sponsors. Therefore, if sponsees rights holders do not have the capabilities to help sponsors foster entitative and sincere sponsorship contexts, sponsors may be unwilling to renew their sponsorship deals or even set up their own events.

ABSTRACT This report is a study into the corporate sponsorship of art as is evident in South Africa today. Starting with a history of patronage in the West, it leads to South Africa and the role currently being played by South African companies in the art world. Through an examination of South African patronage by the government and direct interviews with individuals involved in government and corporate sponsorship of the arts, this report endeavours to show how and why organisations such as Absa Bank and Hollard Insurance have chosen to involve themselves in the art world. I will then follow on to discuss the effect that this corporate sponsorship has on the value of art – financially, socially and culturally. The end result will be study on the relationship that exists between the benefactor and the beneficiary of corporate sponsorship in South Africa and the resulting impact this has on the perceived value of art.

This paper examines the market adaptation of Swedish public libraries from a critical theory perspective, to see which forms of market-based funding and activities have been incorporated in the Göteborg, Malmö and Stockholm city libraries. The thesis uses an ideal type analysis, creating a theoretical construct of the archetypical marketized library against which the three libraries can be compared. The funding of a marketized library (1) is not public; and relies on (2) user fees; and (3) private grants and sponsorship. Regarding the activities of a marketized library, (4) the objectives are to maximize the quantity of output, regardless of its content (5) users are approached as “customers” and (6) collections are determined by market criteria and user demand. Library plans, annual programs and annual reports are the material for analysis. The results give a mixed picture. The libraries are all primarily publicly funded. Only the Stockholm library used private sponsorship as a source of funding. However, all three libraries relied rather heavily on user fees and service charges, and they all received private grants in 2006. In terms of the activities, none of the libraries expressed their goals purely in quantitative terms (although the Göteborg library vision was close). The goal assessments indicate libraries preoccupied primarily with numbers, however, trying to increase the quantity of visits and loans much like a book store. Users were in practice often approached as “customers,” but they were not expressly called that in the documents. There were also some market elements in the determination of collections. / Uppsatsnivå: D

This study examined the exposure of the Nextel brand name in major U.S. newspapers 1 year before and after Nextel became the primary sponsor of the North American Stock Car Association of Racing. A content analysis of 576 newspaper articles was performed. The hypotheses tested the quantity and quality of Nextel's coverage, as well where the stories were appearing and where the brand was being used in the stories. The study found the number of Nextel mentions in year two was almost 4 times as many as year one. The data reveal a dramatic increase in cases found in sports stories. In regard to value, Nextel's NASCAR sponsorship resulted in less negative and considerably more neutral media coverage. However, Nextel's mentions also became less positive. Nextel mentions associated with NASCAR increased in year two, from none in year one to 62.5% of all cases in year two.

Supporters and spectators of sports club matches are often exposed to advertising of sponsors of the respective club. The most common exposure is to billboard ads, such as, e.g. LED screens on the side of the football pitch, the logo of sponsors embedded in the ice of an ice hockey rink or the logo of the sponsor on the athletes' jerseys. However, exposure does not mean engagement and engagement is what sponsors seek as it can increase the purchase intention of the supporters and spectators engaging with the company. With classical sponsorship approaches, it is hard to measure the number of supporters that actually engage with and eventually purchase from the sponsoring companies. Furthermore, the engagement approach that companies choose besides classical offline sponsorship is limited to occasional news updates or - at the most - highlights of matches. Therefore, the distance between sponsors and supporters is perceived as very wide by the latter. Digital communication channels and especially social media generally poses a good way to engage with supporters, but many companies fail to implement a strategic approach to social media communication.This study is aimed at analysing sports sponsorship in the light of digitalisation and wants to contribute to the scarce literature in the field. Sponsorship is a generally widely investigated and researched topic, and so is digital marketing. In current literature, these topics rarely appear closely linked to each other. Although many companies recognise the importance of digital communication tools for their sponsorship agreements, many fail to integrate it properly. Also, sports clubs often neglect the strategic implementation of digital communication. To fill this research gap, the study at hand wants to answer the following research question.“How is sports sponsorship effectiveness enhanced by the use of digital communication channels and by restructuring the relationships among all three stakeholders within the respective agreement?”An exploratory mixed methods study, which includes 115 questionnaire respondents as well as six expert interviews, was conducted to address this research question as well as the novelty of the research topic. The research was undertaken with a focus on Swedish football and ice hockey teams in professional divisions as well as their sponsors. The study yielded several results which contribute to the literature and show relevance for practice. Firstly, the study showed that all the stakeholders lack the knowledge of the aspiration of each other as well as structured communication strategies in digital channels. Secondly, the communication between clubs and sponsors is insufficient, and wishes, ideas and assumptions concerning a sponsorship agreement remain hidden to the other parties. Thirdly, the clubs, as well as the sponsors, fail to integrate the supporters' wishes and needs into the sponsorship approach, which impedes the effectiveness and the success of this agreement. Fourthly, clubs and sponsors fail to implement precise indicators for the success of a sponsorship deal.

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Title: Marketing communication of the Czech handicapped representative in tennis Ladislava Pořízková Objectives: The main objective of this thesis is to submit proposals for the improvement of marketing communication of Ladislava Pořízková based on the analysis and evaluation of the current situation. Methods: Defining the current state of marketing communication of Ladislava Pořízková was made possible by qualitative methods, which include the analysis of documents and social networks, an in-depth interview with Mrs. Pořízková and also quantitative methods, namely a questionnaire survey with fans of Mrs. Pořízková. Mgr. Richard Valoušek, senior PR manager at Raul, s. r. o. was also given space to express his views on a comparison of ideas and marketing communications of Mrs. Pořízková. The overall summary was ensured by a personal SWOT analysis. Proposals for changes were processed based on the theoretical background, an analysis of the practical part, suggestions of fans, experts and own suggestions. Results: The result are proposals for changes in the form of marketing communication modification, which are prepared based on shortcomings, but also the advantages of the current marketing communication of Mrs. Pořízková. The proposals correspond to the lack of funding for marketing communication...