Promocija košarkarskih dogodkov v sloveniji

Škrlec, Martin

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Title:	Promocija košarkarskih dogodkov v sloveniji
Authors:	ID Škrlec, Martin (Author) ID Vukovič, Goran (Mentor) More about this mentor... ID Kajzer, Špela (Comentor)
Files:	VS_Skrlec_Martin_2026.pdf (1,37 MB) MD5: 87531774AFC86005C1EFECDC7D10514A
Language:	Slovenian
Work type:	Bachelor thesis/paper
Typology:	2.11 - Undergraduate Thesis
Organization:	FOV - Faculty of Organizational Sciences in Kranj
Abstract:	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.
Keywords:	promocija, sponzorstvo, košarkarski dogodki, obiskanost tekem
Place of publishing:	Maribor
Year of publishing:	2026
PID:	20.500.12556/DKUM-97855
COBISS.SI-ID:	286641155
Publication date in DKUM:	31.07.2026
Views:	233
Downloads:	4
Metadata:
Categories:	FOV
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Licences

License:	CC BY 4.0, Creative Commons Attribution 4.0 International

Link:	http://creativecommons.org/licenses/by/4.0/
Description:	This is the standard Creative Commons license that gives others maximum freedom to do what they want with the work as long as they credit the author.
Licensing start date:	20.04.2026

Secondary language

Language:	English
Title:	Promotion of basketball events in slovenia
Abstract:	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.
Keywords:	promotion, sponsorship, basketball events, game attendance

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