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master's thesis
ULOGA MARKETINGA I SPONZORSTAVA U NOGOMETU
Zagreb: University of Zagreb, Faculty of Kinesiology, 2023. urn:nbn:hr:117:670168
Resler, Tin
University of Zagreb
Faculty of Kinesiology

Institutional repository: Repository of Faculty of Kinesiology, University of Zagreb

Cite this document

Resler, T. (2023). ULOGA MARKETINGA I SPONZORSTAVA U NOGOMETU (Master's thesis). Zagreb: University of Zagreb, Faculty of Kinesiology. Retrieved from https://urn.nsk.hr/urn:nbn:hr:117:670168

Resler, Tin. "ULOGA MARKETINGA I SPONZORSTAVA U NOGOMETU." Master's thesis, University of Zagreb, Faculty of Kinesiology, 2023. https://urn.nsk.hr/urn:nbn:hr:117:670168

Resler, Tin. "ULOGA MARKETINGA I SPONZORSTAVA U NOGOMETU." Master's thesis, University of Zagreb, Faculty of Kinesiology, 2023. https://urn.nsk.hr/urn:nbn:hr:117:670168

Resler, T. (2023). 'ULOGA MARKETINGA I SPONZORSTAVA U NOGOMETU', Master's thesis, University of Zagreb, Faculty of Kinesiology, accessed 23 November 2024, https://urn.nsk.hr/urn:nbn:hr:117:670168

Resler T. ULOGA MARKETINGA I SPONZORSTAVA U NOGOMETU [Master's thesis]. Zagreb: University of Zagreb, Faculty of Kinesiology; 2023 [cited 2024 November 23] Available at: https://urn.nsk.hr/urn:nbn:hr:117:670168

T. Resler, "ULOGA MARKETINGA I SPONZORSTAVA U NOGOMETU", Master's thesis, University of Zagreb, Faculty of Kinesiology, Zagreb, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:117:670168

Metadata
TitleULOGA MARKETINGA I SPONZORSTAVA U NOGOMETU
Title (english)THE ROLE OF MARKETING AND SPONSORSHIPS IN FOOTBALL
AuthorTin Resler
MentorSanela Škorić (mentor)
Committee memberSanela Škorić (predsjednik povjerenstva)
Committee memberDarija Omrčen (član povjerenstva)
Committee memberSunčica Bartoluci (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Kinesiology
Zagreb
Defense date and country2023-03-08, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Kinesiology
Abstract
Nogomet kao jedan od najpopularnijih sportova današnjice okuplja najveće svjetske brendove. Vrijednost potpisanih ugovora u tom sportu i ulaganja u sustav, odnosno nogometne klubove, broji se u stotinama milijuna američkih dolara. Marketinške strategije i marketinški miks specifični su u sportskoj industriji, no dijele sličnosti s ostalim industrijama. Uloga marketinga i sponzorstava u nogometu danas je vrlo značajna, budući da klubovima omogućava generiranje značajnih prihoda te, posljedično, određeni stupanj samoodrživosti. Globalizacija, konvergencija medija, razvoj digitalnih medija, e-sporta, platformi i sofisticirane tehnologije u budućnosti će samo pojačavati ulogu marketinga i sponzorstava u nogometu omogućujući razvoj novih strategija i taktika za privlačenje i zadržavanje obožavatelja i simpatizera nogometa.
Abstract (english)
Soccer, as one of the most popular sports today, brings together the world's biggest brands. The value of signed contracts in that sport and investments in the system, i. e. football clubs, is counted in hundreds of millions of US dollars. Marketing strategies and the marketing mix are specific to the sports industry but share similarities with other industries. Marketing and sponsorships hold a substantial role in the football system since they enable clubs to generate significant income and, consequently, a certain degree of self-sustainability. Globalization, the convergence of media, development of digital media, e-sports, platforms, and sophisticated technology in the future will only strengthen the role of marketing and sponsorships in football, enabling the development of new strategies and tactics for attracting and retaining football fans and sympathizers.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:117:670168
Study programmeTitle: Kinesiology; specializations in: Kinesiology in Education and Track-and-Field, Kinesiology in Education and Fitness, Kinesiology in Education and Wrestling, Kinesiology in Education and Sailing, Kinesiology in Education and Windsurfing, Kinesiology in Education and Judo, Kinesiology in Education and Kayaking, Kinesiology in Education and Kinesiological Recreation, Kinesiology in Education and Kinesitherapy, Kinesiology in Education and Physical Conditioning of Athletes, Kinesiology in Education and Basketball, Kinesiology in Education and Football, Kinesiology in Education and Volleyball, Kinesiology in Education and Basic Kinesiological Transformations, Kinesiology in Education and Dancing, Kinesiology in Education and Swimming, Kinesiology in Education and Rhythmic Gymnastics, Kinesiology in Education and Handball, Kinesiology in Education and Skiing, Kinesiology in Education and Artistic Gymnastics, Kinesiology in Education and Management of Sport, Kinesiology in Education and Tennis, Kinesiology in Education and Rowing
Course: Kinesiology in Education and Football
Study programme type: university
Study level: integrated undergraduate and graduate
Academic / professional title: magistar / magistra kineziologije (magistar / magistra kineziologije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to authenticated users
Terms of useLicence In copyright icon
Created on2023-04-03 10:08:57