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Zbornik radova Međimurskog veleučilišta u Čakovcu, Vol. 14 No. 2, 2023.

Review article

The importance of sport sponsorships

Andrijana Kos Kavran orcid id orcid.org/0000-0002-1441-0321 ; Međimursko veleučilište u Čakovcu
Stella Tkalec ; Međimursko veleučilište u Čakovcu

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Abstract

Sponsorship in sports is a practice where organizations financially support sports clubs, events, or individuals in exchange for promoting their products, services, or brands. It is often an important source of income for sports organizations and a crucial factor in their financial stability. This paper focuses on the importance of sponsorship in sports, with special emphasis on the First Croatian Football League (1. HNL) and its impact on the financing and development of football clubs. The objective is to understand the motives of sponsors, their methods of promotion, and the duration of sponsorship contracts. As part of this study, an online survey was conducted among ten clubs from the 1. HNL, with seven clubs participating. The results show that sponsorship is key to the development of clubs, with financial support being the primary motive for sponsors. Sponsors are primarily promoted through names and logos on jerseys and banners. Most sponsors support the clubs throughout the entire season, and clubs often have more than 20 sponsors, indicating the stability and establishment of good sponsorship relationships.

Keywords

sponsporship, football, sport, sports marketing

Hrčak ID:

311815

URI

https://hrcak.srce.hr/311815

Publication date:

21.12.2023.

Article data in other languages: croatian

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