ULOGA MARKETINGA I SPONZORSTAVA U NOGOMETU

master's thesis

• Title (english): THE ROLE OF MARKETING AND SPONSORSHIPS IN FOOTBALL
• Author: Tin Resler
• Mentor: Sanela Škorić (mentor)
• Committee member: Sanela Škorić (predsjednik povjerenstva)
• Committee member: Darija Omrčen (član povjerenstva)
• Committee member: Sunčica Bartoluci (član povjerenstva)
• Granter: University of Zagreb; Faculty of Kinesiology; Zagreb
• Defense date and country: 2023-03-08, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Kinesiology

Abstract

Nogomet kao jedan od najpopularnijih sportova današnjice okuplja najveće svjetske brendove. Vrijednost potpisanih ugovora u tom sportu i ulaganja u sustav, odnosno nogometne klubove, broji se u stotinama milijuna američkih dolara. Marketinške strategije i marketinški miks specifični su u sportskoj industriji, no dijele sličnosti s ostalim industrijama. Uloga marketinga i sponzorstava u nogometu danas je vrlo značajna, budući da klubovima omogućava generiranje značajnih prihoda te, posljedično, određeni stupanj samoodrživosti. Globalizacija, konvergencija medija, razvoj digitalnih medija, e-sporta, platformi i sofisticirane tehnologije u budućnosti će samo pojačavati ulogu marketinga i sponzorstava u nogometu omogućujući razvoj novih strategija i taktika za privlačenje i zadržavanje obožavatelja i simpatizera nogometa.

Abstract (english)

Soccer, as one of the most popular sports today, brings together the world's biggest brands. The value of signed contracts in that sport and investments in the system, i. e. football clubs, is counted in hundreds of millions of US dollars. Marketing strategies and the marketing mix are specific to the sports industry but share similarities with other industries. Marketing and sponsorships hold a substantial role in the football system since they enable clubs to generate significant income and, consequently, a certain degree of self-sustainability. Globalization, the convergence of media, development of digital media, e-sports, platforms, and sophisticated technology in the future will only strengthen the role of marketing and sponsorships in football, enabling the development of new strategies and tactics for attracting and retaining football fans and sympathizers.

• Keywords: marketing; sport; sponzorstvo; nogomet; Dinamo
• Keywords (english): marketing; sport; sponsorship; football; soccer; Dinamo
• Language: croatian
• URN:NBN: urn:nbn:hr:117:670168
• Study programme: Title: Kinesiology; specializations in: Kinesiology in Education and Track-and-Field, Kinesiology in Education and Fitness, Kinesiology in Education and Wrestling, Kinesiology in Education and Sailing, Kinesiology in Education and Windsurfing, Kinesiology in Education and Judo, Kinesiology in Education and Kayaking, Kinesiology in Education and Kinesiological Recreation, Kinesiology in Education and Kinesitherapy, Kinesiology in Education and Physical Conditioning of Athletes, Kinesiology in Education and Basketball, Kinesiology in Education and Football, Kinesiology in Education and Volleyball, Kinesiology in Education and Basic Kinesiological Transformations, Kinesiology in Education and Dancing, Kinesiology in Education and Swimming, Kinesiology in Education and Rhythmic Gymnastics, Kinesiology in Education and Handball, Kinesiology in Education and Skiing, Kinesiology in Education and Artistic Gymnastics, Kinesiology in Education and Management of Sport, Kinesiology in Education and Tennis, Kinesiology in Education and Rowing; Course: Kinesiology in Education and Football; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar / magistra kineziologije (magistar / magistra kineziologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2023-04-03 10:08:57