20.500.12556/DKUM-97855 Promocija košarkarskih dogodkov v sloveniji Promotion of basketball events in slovenia Diplomsko delo se osredotoča na problem promocije košarkarskih dogodkov v Sloveniji in njen vpliv na obiskanost tekem. Namen raziskave je bil preučiti dejavnike, ki vplivajo na obisk tekem, ter oblikovati predloge za izboljšanje promocije. Delo se umešča na področje športnega marketinga, s poudarkom na informiranosti in vlogi sodobnih komunikacijskih kanalov. V empiričnem delu smo uporabili metodo anketiranja, s katero smo pridobili podatke o navadah in zaznavah anketirancev glede spremljanja košarke in obiskovanja tekem. Rezultati so pokazali, da zanimanje za košarko obstaja, vendar se to ne odraža v dejanski obiskanosti tekem. Ključni razlogi za manjši obisk so pomanjkanje časa, neustrezni termini ter pomanjkljiva informiranost o dogodkih. Hkrati se je izkazalo, da obiskanost tekem pomembno vpliva na zanimanje sponzorjev, saj večja vidnost povečuje njihovo vrednost, vendar ta potencial še ni v celoti izkoriščen. Na podlagi rezultatov raziskave smo oblikovali predloge za izboljšanje promocije, kot so boljša informiranost, večja uporaba digitalnih kanalov, prilagoditev terminov tekem ter večja vključenost navijačev. Ti ukrepi lahko prispevajo k večji obiskanosti tekem in večjemu zanimanju sponzorjev. The thesis discusses the problem of promoting basketball events in Slovenia and its impact on game attendance. The purpose of the research was to examine the factors that influence game attendance and to develop proposals for improving promotion. The thesis is positioned within the field of sports marketing, with an emphasis on audience awareness and the role of modern communication channels. In the empirical part, we used a survey method to collect data on respondents’ habits and perceptions regarding following basketball and attending games. The results showed that interest in basketball exists, but it is not reflected in actual game attendance. The key reasons for lower attendance include lack of time, unsuitable timing of the events, and insufficient information about these events. At the same time, it became evident that attendance significantly influences sponsor interest, since greater visibility increases their value. However, this potential has not yet been fully utilized. Based on the research results, we developed proposals to improve the promotion of such events, such as providing information more efficiently, increasing the use of digital channels, adjusting game dates and times, and increasing fan involvement in such events. These measures can contribute to higher game attendance and increased interest from sponsors. promocija sponzorstvo košarkarski dogodki obiskanost tekem promotion sponsorship basketball events game attendance true true false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2026-04-20 18:22:01 2026-07-31 21:40:59 2026-08-01 03:06:17 0000-00-00 00:00:00 2026 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 286641155 VS_Skrlec_Martin_2026.pdf VS_Skrlec_Martin_2026.pdf 1 87531774AFC86005C1EFECDC7D10514A 577ffad7d9a78e897c22aeb6f559dffa025759e3817938c9c6644461e42c7e8d da8d7f0b-47d3-11f1-89cf-00155d0001a1 https://dk.um.si/Dokument.php?lang=slv&id=205739 Fakulteta za organizacijske vede 0 0 0