03381ntm a22005057i 4500 000729120 CZ-PrVSE 20260201122909.0 m d cr n|||||||||| 260201s2025 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Shapel, Alexey ISIS:164450 dis Zkoumání role sponzoringu ve fotbale při utváření image značky : komparativní analýza sponzorů ze sektoru sázek, finančních služeb a automobilového průmyslu v České republice eng Exploring the Role of Football Sponsorship in Brand Image formation : A Comparative Analysis of Betting, Financial Services, and Automotive Sponsors in the Czech Republic Alexey Shapel 2025 ?? stran : digital, PDF soubor Vedoucí práce: Efthymia Kottika Bakalářská práce (Bc.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2026 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2026 This qualitative thesis investigates how audience perceptions, emotional connection, and brand image formation are shaped by sponsorship in Czech football. Thematic coding of the data and semi-structured interviews with Czech football fans of different involvement levels served as the foundation for this qualitative study. The research focused on three specific sponsor industries present in Czech football: financial services, automotive, and gambling. The findings indicated that fan perceptions significantly differed across industries and were influenced by sponsor visibility, cultural fit within the Czech context, and brand reliability. Gambling sponsors were mainly seen to be overpromoted and irritating, with a high risk of social harm. The automotive industry was characterised by a strong cultural fit among Czech football fans, fostering national pride through the domestic brand Škoda. Traditional banks were seen as more acceptable and trustworthy than the modern financial platforms, which were emphasised as highly complex and risky, limiting the positive emotional perceptions among the Czech audience. Způsob přístupu: Internet bachelor of business administration [obor bakal. práce] bakalářské práce fd132403 czenas bachelor's theses eczenas Brand Image Sponsorship Football Kottika, Efthymia, 1982- vse20221165123 ths Stříteský, Václav utb2016897848 opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/89506/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/89506 Hlavní práce https://insis.vse.cz/zp/89506/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/89506/posudek/oponent/88828 Oponentura https://insis.vse.cz/zp/89506/priloha/33226 Přiloha k práci https://insis.vse.cz/zp/89506/podrobnosti dc:identifier NEPOSILAT VSKP vse89506 260127 89506