Sportovní sponzoring jako nástroj marketingové komunikace

This bachelor's thesis deals with the issue of sponsorship of Česká spořitelna, a. s. in a sports environment. It focuses on specific sponsorship activities, their analysis, comparations and the identification of their strengths and weaknesses. The aim was to evaluate defined sponsorship activities of the bank and based on that, to propose recommendations leading to improvements in the sports sponsorship. The theoretical part of the thesis describes the basics of marketing communication and its tools, sponsorship focused on aspects in the sports environment, view of the international market and, last but not least, the issue of sponsorship efficiency. The theoretical knowledge is followed by an analysis of specific activities of Česká spořitelna. Data collection for pri-mary research is carried out by means of a questionnaire survey. It examines the public's view of the bank in association with sport and the level of awareness of the company as sponsor of sporting events. The research reveals the reserves of Česká spořitelna in the sponsorship activation and the level of sports sponsorship awareness reaching only 36 %. At the end of the thesis, concrete recommendations are being formulated to improve sponsorship and move closer to the goals set by the bank. This relates to increasing activity on social networks, using the influence of known athletes or increasing level of awareness through television screens.