Publication at First Faculty of Medicine, Faculty of Physical Education and Sport |
2014
Abstract
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 2012-2015 with which the relevant authorities of the public administration of the Czech Republic are currently dealing at this time.