Analiza pričakovanih sprememb v sponzorstvu v športu kot posledica COVID-19

primer slovenskih sponzorjev in imetnikov športne lastnine

Maja Makovec Brenčič (Avtor), Gašper Pavli (Avtor), Gregor Pfajfar (Avtor)

Povzetek

Sponsorship is one of the key pillars of financing Slovenian sport. The purpose of this article is to highlight the changes in sport sponsorship and its marketing, economic and social effects in the pandemic situation. Covid-19 has strongly influenced and continues to influence the implementation of sports activities, so we are facing the challenge of how sponsors and sport properties see the changed current sponsorship situation and their attitude to future sponsorship. Therefore, a research uncovering the consequences of Covid-19 on the Slovenian sports sponsorship environment was created and implemented in May and June 2020, both through semi-structured interviews and an online questionnaire. This researchs findings suggest that changes due to Covid-19 influence sponsorship effects through changes in expectations of various sponsorship stakeholders. The changes on the consumers' side due to Covid-19 surprisingly do not influence directly the changes in expectations of various sponsorship stakeholders. Furthermore, the changes in expectations of various sponsorship stakeholders influence sponsorship effects only in the presence of sustainable communication. The study concludes with the recommendations for various stakeholders in sport sponsorship, exposing the importance of sponsors' and sport properties' cooperation with other stakeholders (consumers, society, and government). The cooperation among these stakeholders is at the heart of a newly proposed model of network relationships in sponsorship, which opens this field for future research.

Ključne besede

marketing;šport;sponzorstvo;COVID-19;Slovenija;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2020
Tipologija:	1.01 - Izvirni znanstveni članek
Organizacija:	UL EF - Ekonomska fakulteta
UDK:	796.078(497.4)
COBISS:	77274115
ISSN:	1408-1652
Št. ogledov:	239
Št. prenosov:	38
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	Analysis of expected changes in sport sponsorship as a result of COVID-19
Sekundarni povzetek:	Sponsorship is one of the key pillars of financing Slovenian sport. The purpose of this article is to highlight the changes in sport sponsorship and its marketing, economic and social effects in the pandemic situation. Covid-19 has strongly influenced and continues to influence the implementation of sports activities, so we are facing the challenge of how sponsors and sport properties see the changed current sponsorship situation and their attitude to future sponsorship. Therefore, a research uncovering the consequences of Covid-19 on the Slovenian sports sponsorship environment was created and implemented in May and June 2020, both through semi-structured interviews and an online questionnaire. This researchs findings suggest that changes due to Covid-19 influence sponsorship effects through changes in expectations of various sponsorship stakeholders. The changes on the consumers' side due to Covid-19 surprisingly do not influence directly the changes in expectations of various sponsorship stakeholders. Furthermore, the changes in expectations of various sponsorship stakeholders influence sponsorship effects only in the presence of sustainable communication. The study concludes with the recommendations for various stakeholders in sport sponsorship, exposing the importance of sponsors' and sport properties' cooperation with other stakeholders (consumers, society, and government). The cooperation among these stakeholders is at the heart of a newly proposed model of network relationships in sponsorship, which opens this field for future research.
Sekundarne ključne besede:	marketing;tourism;consumer;sport sponsorship;Covid-19;effects of sponsorship;sponsorship activation;
Vrsta dela (COBISS):	Članek v reviji
Strani:	str. 41-60
Letnik:	ǂLetn. ǂ15
Zvezek:	ǂšt. ǂ29
Čas izdaje:	dec. 2020
ID:	13694388