Športová reklama a sponzoring v prostredí slovenského futbalového klubu

Abstract

The aim of my thesis is to compare the level of sponsorship in the field of football at the amateur and professional level in Slovakia. The work is divided into 3 main chapters. The first chapter deals with a theoretical introduction to the issue. We will find there the basic terms defined, such as marketing, sports, sports marketing, or advertising. In the next chapter, I compare and evaluate the level of sponsorship in the Slovak football club at two different levels. It is at professional club FC Spartak Trnava, which plays the highest football competition in Slovakia, and an amateur football club FK AŠK Slávia Trnava, which plays in 7th tier of Slovak football. I also use an interview with the sports director of FC Spartak Trnava and communication with the president of the FK AŠK Slávia Trnava to find out needed information. I expect a lot of differences in the field of sponsorship, but I believe, that there will be also some similarities. The last chapter is based on a questionnaire, which I used to determine the impact of sports advertising on football fans in Slovakia. Each question is followed by a general evaluation and also by my opinion.