20.500.12556/DKUM-92021 Sponzoriranje športne organizacije Sponsoring a sports organization Diplomsko delo obravnava optimizacijo sponzorskih strategij in sodelovanja med košarkarskim klubom Triglav Kranj in sponzorji. Sodelovanje med športno organizacijo in sponzorjem je uspešno, kadar imajo športne organizacije jasno opredeljene in merljive cilje, vzpostavijo učinkovito in transparentno komunikacijo ter delijo vrednote s sponzorji. Sponzorji, ki dajejo poudarek na merjenje učinkov sponzorstva, izražajo višjo stopnjo zadovoljstva in so bolj naklonjeni k dolgoročnemu partnerstvu. Profesionalen pristop športnih organizacij, ki vključuje dobro strukturiran strateški načrt in natančno zastavljene cilje, bistveno pripomore k večji finančni podpori s strani sponzorjev ter k uspešnemu pridobivanju novih partnerstev. S pomočjo narejenega postopkovnika bo Košarkarski klub Triglav Kranj lažje prišel do strategije za uspešno pridobivanje novih sponzorstev. The thesis addresses the optimization of sponsorship strategies and collaboration between the Triglav Kranj basketball club and its sponsors. Collaboration between a sports organization and a sponsor is successful when the organization has clearly defined and measurable goals, establishes effective and transparent communication, and shares its values with the sponsors. Sponsors who emphasize the measurement of sponsorship effects express a higher level of satisfaction and are more inclined toward long-term partnerships. A professional approach by sports organizations, which includes a well-structured strategic plan and precisely defined objectives, significantly contributes to increased financial support from sponsors and the successful acquisition of new partnerships. With the help of the developed procedural guide, the Triglav Kranj basketball club will be better equipped to formulate a strategy for the successful acquisition of new sponsorships. sponzorstvo športna organizacija košarkarski klub marketing Keywords: sponsoring sports organisation basketball club marketing true true false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2025-03-11 16:56:50 2025-06-04 11:42:50 2025-06-05 03:42:01 0000-00-00 00:00:00 2025 0 Kranj 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 238274563 VS_Dornik_Jan_2025.pdf VS_Dornik_Jan_2025.pdf 1 EE52828468EA690201B6B02D10C93AC7 0748ec02e1b4ac52469e38dcc2bc9123464c1be22359ec8dcf781877476e71e5 4338c83c-fe9c-11ef-b15e-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=189180 Fakulteta za organizacijske vede 0 0 0