This reports main focus is to highlight the benefits of advertising during televised sporting events in an American market. In this report an overview of the current state of advertising and sports marketing is discussed along with historical and cultural analysis of both advertising and sports in the American culture. Among the arguments discussed, a major one will be how in this current media landscape sports is one of the best vehicles to reach a target markets directly without having to compete with many of the new technologies that are on the market today. The central backing for this argument comes from research conducted by interviewing experts in the fields of advertising, sports marketing, and analyzing articles and reports on the subject matter. With a shift in how media is consumed it is important for companies to understand what is the best way to reach an audiences and that some of the rules of advertising are shifting to meet with the changing landscape. Both real-world and academically evaluated examples are given to exhibit the potencies that Advertising during sports events has and how is the current market sports is becoming a more valued asset moving forward. Another issue that is discussed is possible area of further study which would focus on the evolution of mobile advertising and sports. / text

As sport sponsorship has grown in importance and sophistication over the past three decades, so too have the efforts made by un-associated brands to capitalize on the financial benefits and media value provided by sport. By offering would-be sponsors an alternative means of associating with an event without the substantial expense of securing an official partnership, ambush marketing has become a major threat to the investments made by official sponsors, cluttering the marketing environment surrounding sponsorship and challenging sponsors for consumer attention and awareness. Unfortunately, our understanding of ambushing and its impact on the management of sponsorship programmes has been limited by the predominantly atheoretical, outdated perspective of ambush marketing espoused by commercial rights holders and event organizers. This study presents a conceptual examination of ambush marketing, providing a theoretical investigation of the nature, role, strategy and impact of ambush marketing and a renewed perspective of ambush marketing as a form of marketing communications. Contemporary ambush marketing represents a strategic alternative to official sponsorship, which offers a brand access to consumer attention and awareness by creating an affiliation, whether implicit or explicit, with an event or property. This previously unexplored complexity and diversity has informed the construction and development of a typology of ambush strategy which contemporizes past ambush marketing research and affords new insight into the role and evolution of ambush marketing, and its impact on sport sponsorship management. The development of a theoretical conceptualization of ambush marketing represents an integral step in the advancement of the academic study of ambushing, and affords the opportunity to better understand the impact of ambushing on sponsorship and to further explore the nature of ambush marketing.

ANALYSIS OF MARKETING COMMUNICATIONS BK LOKOMOTIVA KARLOVY VARY SPORTS CLUB Objectives: The aim of this work is to analyze the current state of marketing communication with the audience and sponsors for women's basketball club BK Lokomotiva Karlovy Vary and propose a strategy for improving marketing communications. Methods: In this thesis were performed using the methods of observation and personal interviews examined subjects Results: An analysis of marketing communication club, thanks to which it was found that it is not good enough, and some elements of marketing communication is missing. Based on these findings, suggestions were made and recommendations for improvement of marketing. The designs were created, so that feasible and beneficial to the club. Keywords: Marketing, marketing communications, sports advertising, sponsorship, sports club

This paper seeks to examine how major college athletics have grown into a billion dollar industry, and the way businesses, advertisers and the schools themselves can effectively grow their brands. By understanding the theoretical framework referenced by the social identity theory, disposition theory and identity through mass media, this paper offers a look into the reasoning for America’s strong affinity towards college athletics. Resulting in a mass market for intercollegiate sports delivered though various media outlets, and the business models that conferences and television networks operate in an effort to capitalize on their demand. In addition, the observation and analysis for organizational dissension between conferences and membership is explored in order to better understand the reasoning for shifts between university teams and conferences. / text

Floorball is one of the most fastest develop sport not just in our republic, but in the whole world. The membership base has grown to more than four tens of thousands of registered floorball players. Thanks to this we had the opportunity in our country hold The World floorball championship 2008. The main goal of my thesis it to evaluate the attractiveness of sport to the public as well as possible partners in the sharing is at the top floorball action. Final results and conclusions will be able to use organizers of the final analysis the success of the championship in terms of reaching the public and floorball shift between the most sports in our country.

Purpose – The purpose of this research is to investigate the influence of visualelements in sports advertisements on consumer attitudes and purchasing decisions.This paper empirically demonstrates a significant relationship between visualelements, including ambassadors, color, effects, typography, and design, and theirimpact on consumer attitudes and purchasing choices. Design / Methodology / Approach – The research is based on a sample of 229consumers and on a quantitative approach using thematic analysis and surveymethods. A deductive analytical research design is employed, with respondentsrating the impact of various visual elements on their purchase intentions using a5-point Likert scale. The data is analyzed using descriptive statistics and regressionanalysis (Cronbach alpha). Findings – This paper identifies significant visual components in sportsadvertising that affect consumer attitudes and purchase decisions. Ambassadors arefound to be the most impactful visual element, followed by color, effects, andtypography, while design shows a weaker correlation. The regression analysisreveals that visual elements moderately correlate with consumer attitudes and thatimproved consumer perceptions of advertisements lead to higher purchaseintentions. Practical implications – This research highlights the significant impact of visualelements, particularly ambassadors, in sports advertisements on consumer attitudesand purchase decisions. Marketers should prioritize well-known ambassadors andintegrate cohesive visual elements to enhance appeal, while also addressingconsumer values like sustainability to bridge the gap between positive attitudes andactual purchases. Leveraging advanced technologies for immersive experiences canfurther boost engagement and drive sales. Originality/value – This paper provides an impartial analysis of visual elements insports advertisements, rather than focusing on a single brand.

Marketing research of reasons of companies to sports sponzorship in times of economic crisis Objectives: The aim of this work is using marketing research to determine how reasons of companies to sports sponsorship are changed in times of economic crisis. In assessing the reason of companies we observe whether size and regional focus of the company have an impact on sports sponsorship. Work shows differences in sponsorship of sport before the crisis and during crisis. Methods: Gain of necessary information has been made by questionnaire. Questionnaires were sent by emails to participated companies. Results: Financial crisis didn't touched sport branch so much how it was expected. Results show that companies sponsored more sport branches than in past. This doesn't mean there were more financial resources in sport. For smaller companies amount of money increased in percent for sponsoring, but for bigger companies is situation opposite. We can say just the same in absolute amount also. It's thus possible that sport gained less financial resources during financial crisis, because degradation affected bigger companies. We can say smaller companies were hit by crises in smaller extent than bigger companies. Key words: marketing communication, communication mix, sponsorship, sports advertising,...

Title: Application and evaluation of sponsoring for rhythmic gymnastics competition Objectives: The main objective is the offering of sponsorship packages that have been made previously to former and current sponsors in order to entice them to come back and stay. The next sub-objective is to establish cooperation with new potential partners for competition in rhythmic gymnastics with a tailor-made offer. Methods: In the work are used the methods of quantitative and qualitative research. The method of written polling is applied to former and current sponsors and the method of direct mail and individual semi-structured interview is applied to the selected potential sponsors. Results: During the data collection it was found that the former and current sponsors would prefer a more diverse list of options. Based on the results new sponsorship packages were compiled and especially great demanded list of advertisement options. Thanks to some interviews some new sponsors were added to the competition. Keywords: sponsorship package, list of advertisement options, sports advertising, sports event, donation

Ape Boards is my own newly formed label, which manufactures snowboards and kiteboards. For this thing I have proposed a substantial logotype, which has a function as a unifying element across the whole brand and designs boards. Website (www.apeboards.com). A first collection of snowboards and kiteboards from which I had made 7 pieces for a thesis. Designs do not 'mass' lust, because the objective is not a big production or promotion, but based on what I liked. From the minimalism through the color geometry to the gorillas, according to which the brand was named.