Analýza spolupráce mezi firmou a hudebním festivalem jako nástroj event marketingu

The master’s thesis maps the analysis of a brand partnership of a music festival as a tool of event marketing. It focuses on the music festival Hrady CZ and Jack Daniel’s. The aim of this work is to analyse the partnership and the advantages of this cooperation on a concrete example in the Czech Republic. The thesis describes the possibilities of financing music festivals, with the particular focus on a support of the festival through the company. It also concentrates on an explanation of the concept of event marketing and how it influences the brand awareness. The practical part illustrates the event marketing organized by Jack Daniel’s on the music festival, the its participation aim and its following evaluation. One part of the thesis is defined by a survey which observes how the partnership in the festivals affects the brand awareness and sales after the festivals.