ASPECTS OF MOTIVATION FOR SPONSORSHIP OF PROFESSIONAL ICE HOCKEY IN THE CZECH REPUBLIC
Identifikátory výsledku
Kód výsledku v IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216208%3A11510%2F18%3A10397249" target="_blank" >RIV/00216208:11510/18:10397249 - isvavai.cz</a>
Výsledek na webu
<a href="https://fmk.sk/download/Marketing-Identity-Digital-Mirrors-II.pdf" target="_blank" >https://fmk.sk/download/Marketing-Identity-Digital-Mirrors-II.pdf</a>
DOI - Digital Object Identifier
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Alternativní jazyky
Jazyk výsledku
angličtina
Název v původním jazyce
ASPECTS OF MOTIVATION FOR SPONSORSHIP OF PROFESSIONAL ICE HOCKEY IN THE CZECH REPUBLIC
Popis výsledku v původním jazyce
The aim of this study is to define the motives of companies in the Czech Republic that decide to invest their money in professional ice hockey teams in the Czech top league called Tipsport Extraleague. The research was completed among all companies that sponsored four clubs (HC Sparta Praha, Bili Tygri Liberec, HC PSG Zlin a HC Kometa Brno) in the Tipsport Extraleague in any way during the 2017/2018 season. 370 questionnaires were electronically distributed to the marketing departments or directly to marketing managers of the companies. 73 were returned completed by marketing managers. The results of the study indicate that the main motives for sponsors to invest money in ice hockey clubs in the Czech Republic is the popularity of ice hockey and audience attendance. Among other motives are personal preference and the number of televised games during the season. The study also proved that mostly bigger companies with international reach are willing to invest money in Czech ice hockey clubs and that 90% of the companies are limited liability or stock companies.
Název v anglickém jazyce
ASPECTS OF MOTIVATION FOR SPONSORSHIP OF PROFESSIONAL ICE HOCKEY IN THE CZECH REPUBLIC
Popis výsledku anglicky
The aim of this study is to define the motives of companies in the Czech Republic that decide to invest their money in professional ice hockey teams in the Czech top league called Tipsport Extraleague. The research was completed among all companies that sponsored four clubs (HC Sparta Praha, Bili Tygri Liberec, HC PSG Zlin a HC Kometa Brno) in the Tipsport Extraleague in any way during the 2017/2018 season. 370 questionnaires were electronically distributed to the marketing departments or directly to marketing managers of the companies. 73 were returned completed by marketing managers. The results of the study indicate that the main motives for sponsors to invest money in ice hockey clubs in the Czech Republic is the popularity of ice hockey and audience attendance. Among other motives are personal preference and the number of televised games during the season. The study also proved that mostly bigger companies with international reach are willing to invest money in Czech ice hockey clubs and that 90% of the companies are limited liability or stock companies.
Klasifikace
Druh
D - Stať ve sborníku
CEP obor
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OECD FORD obor
30306 - Sport and fitness sciences
Návaznosti výsledku
Projekt
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Návaznosti
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Ostatní
Rok uplatnění
2018
Kód důvěrnosti údajů
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Údaje specifické pro druh výsledku
Název statě ve sborníku
MARKETING IDENTITY: DIGITAL MIRRORS, PT II
ISBN
978-80-8105-984-1
ISSN
1339-5726
e-ISSN
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Počet stran výsledku
10
Strana od-do
232-241
Název nakladatele
UNIV SS CYRIL & METHODIUS TRNAVA-UCM TRNAVA
Místo vydání
TRNAVA
Místo konání akce
Slovak Acad Sci
Datum konání akce
6. 11. 2018
Typ akce podle státní příslušnosti
EUR - Evropská akce
Kód UT WoS článku
000467819300022