Aspekty prezentace sportovního sponzoringu na sociálních sítích

The bachelor thesis examines aspects of sports sponsorship on social media. It aims to determine to what extent the obligations of selected female tennis players towards sponsors enter into the presentation of their own personality and brand on Instagram for the sle-dated period, i.e. for the year 2022. Using content analysis, the posts on the players' user accounts, which are publicly available to the users of the application, were examined. The quantitative part mainly focuses on the content as a whole and analyses the individual components. On the other hand, the qualitative one works only with the sponsor content and emphasizes the sponsors' presentation itself. The results show that direct sponsorship accounts for less than half of all the contributions included in the research. No pattern was observed regarding the presentation of sponsors that female athletes followed.