Communications - Scientific Letters of the University of Zilina 2016, 18(11):36-41 | DOI: 10.26552/com.C.2016.1A.36-41

Sports Sponsoriing - Part of Corporate Strategy

Michal Varmus1, Viliam Lendel1, Jakub Soviar1, Josef Vodak1, Milan Kubina1
1 Department of Management Theories, Faculty of Management Science and Informatics, University of Zilina, Slovakia

Sponsoring is closely connected with sports and is often incorrectly seen as mere paid advertising. In this article we focused on sponsoring and how it is understood and perceived by Slovak marketing managers and the business community. Based on a survey, interviews and literature analysis we highlighted the strategic aspect of sponsoring in relation to the companies and sports clubs. We focused only on the main factors related to sponsoring. This article also represents a basis for further research in order to better define approaches and motivational aspects of sponsoring.

Keywords: sponsoring; management; cooperation; strategy; company; sport

Published: March 31, 2016  Show citation

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Varmus, M., Lendel, V., Soviar, J., Vodak, J., & Kubina, M. (2016). Sports Sponsoriing - Part of Corporate Strategy. Communications - Scientific Letters of the University of Zilina, 18(1A), 36-41. doi: 10.26552/com.C.2016.1A.36-41
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