Acta Universitatis Carolinae Kinanthropologica (AUC Kinanthropologica) is an international peer reviewed journal for the publication of research outcomes in the humanities, the social sciences and the natural sciences, as applied to kinathropology. It is a multidisciplinary journal accepting only original unpublished articles in English in the various sub-disciplines and related fields of kinanthropology, such as Anthropology, Anthropomotorics, Sports Pedagogy, Sociology of Sport, Philosophy of Sport, History of Sport, Physiology of Sport And Exercise, Physical Education, Applied Physical Education, Physiotherapy, Human Biomechanics, Psychology of Sport, Sports Training and Coaching, Sport Management, etc. The journal also welcomes interdisciplinary articles. The journal also includes reports of relevant activities and reviews of relevant publications.

The journal is abstracted and indexed by CNKI, DOAJ, EBSCO, ERIH PLUS, SPOLIT, SPORTDiscus, and Ulrichsweb.

AUC KINANTHROPOLOGICA, Vol 50 No 1 (2014), 55–70

Attitudes of Companies to Sport Sponsorship in the Czech Republic during the Economic Crisis

Eva Čáslavová, Josef Dvořák, Josef Voráček

announced: 03. 03. 2015


Attitudes of Companies to Sport Sponsorship in the Czech Republic during the Economic Crisis This research presents the approach of companies to sport sponsorship in the period of time of the economic crisis in the European territory, specifically in the Czech Republic. The research included 100 companies based in the Czech Republic and the method chosen was electronic mail survey of managers responsible for this marketing activity. The results show trends in sport sponsorship from the viewpoint of companies and can serve as a base for strategic decisions about new ways of sport financing in 2012–2020 with which the relevant authorities of the public administration of the Czech Republic are currently dealing at this time. Postoje firem ke sponzorování sportu v České republice v období ekonomické krize Tento výzkum prezentuje přístup firem ke sponzorování sportu v období ekonomické krize v evropském teritoriu, konkrétně v České republice. Výzkum zahrnoval 100 firem působících v České republice. Byla uplatněna metoda elektronického dotazování manažerů odpovědných za tuto marketingovou činnost. Výsledky výzkumu ukazují trendy ve sponzorování sportu ze strany firem a mohou sloužit jako podklad pro strategické rozhodování o nových cestách financování sportu na léta 2012–2020, které v tomto období řeší příslušné orgány státní správy České republiky.

keywords: marketing communication; sponsorship; sport advertising; sponsorship; package donations marketingová komunikace; sportovní sponzoring; sportovní reklama; sponzorský balíček; dar

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