Analýza sponzorských aktivit fotbalového klubu AC Sparta Praha: změna strategického sponzora

The aim of this bachelor thesis is to analyse the sponsorship activities of the football club AC Sparta Praha and the bachelor thesis evaluates the change of strategic sponsor. In the beginning of the theoretical part, the bachelor thesis deals with the theoretical definition of the concept of sponsorship and its insertion into the marketing mix. It then describes the historical development of sponsorship and its types. The theoretical part focuses in more detail on sports sponsorship, its objectives and forms. Furthermore, the theoretical part deals with the tools of sponsorship, the activation process, measurement methods and occasional mistakes. In the practical part, the thesis analyses the sponsors of the football club AC Sparta Prague, the process of rebranding and activation of cooperation with a new product sponsor. It then presents the results and evaluation of its own research investigation and formulates answers to the individual research questions.