Sports Marketing after the Financial Crisis

Bc. Kateřina Salajková

Diplomová práce

Abstract:

This thesis analyzes the concept of sports marketing under the influence of the Financial Crisis. It consists of the two parts – theoretical and practical. Theoretical part gives the explanation of the sports marketing as well as the Financial Crisis. The Financial Crisis brought many problems concerning getting sponsorships and public subsidies for sports. The impact of the Crisis on sports sectors is highlighted in this part. Practical part is base on a research. The chosen research method of this thesis is the semi-structured expert interview as a part of qualitative research and analysis. Based on several expert interviews, the situation within sports and sports marketing before and after the Financial Crisis is compared.

Keywords

sports marketing, Financial Crisis, sponsorships and public subsidies, semi-structured expert interview, qualitative research and analysis

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 18. 4. 2013

Obhajoba závěrečné práce

• Obhajoba proběhla 25. 6. 2013
• Vedoucí: Mgr. Zdeněk Sloboda
• Oponent: Ing. Tomáš Poucha

Vysoká škola finanční a správní

Magisterský studijní program / obor:
Ekonomika a management / Marketing Communication