Brendiranje države kroz organizaciju velikih sportskih natjecanja

master's thesis

• Title (english): BRANDING OF THE STATE THROUGH THE ORGANIZATION OF MAJOR SPORTS EVENTS
• Author: Robert Bogut
• Mentor: Tomislav Globan (mentor)
• Committee member: Jakša Krišto (predsjednik povjerenstva)
• Committee member: Tomislav Sekur (član povjerenstva)
• Committee member: Tomislav Globan (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2021-09-20, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Brend je još u drevna vremena imao veliku važnost kao indikator kvalitete i podrijetla
robe. Njegova uloga je tijekom vremena ostala jednako važna, a danas mu je primarna uloga
utjecati na ponašanje potrošača i stoga znatno doprinosi poslovanju poduzeća.
Velika sportska natjecanja okupljaju najbolje sportaše svijeta i velik broj navijača na
jednom mjestu tijekom trajanja manifestacije. U radu su prikazani pozitivni i negativni aspekti
organiziranja velikih sportskih događanja. Organizacije svjetskih nogometnih prvenstava i
Olimpijskih igara zahtijevaju velika ulaganja u sportsku, ali i popratnu infrastrukturu potrebnu
za održavanje natjecanja. Uz izgradnju sportske infrastrukture, zbog manifestacije razvija se
prometna infrastruktura, obnavljaju smještajni kapaciteti i zdravstvene ustanove od čega
dugoročnu korist uživa lokalno stanovništvo. Grand Slam turniri, Tour de France i Super Bowl
natjecanja su koja se održavaju svake godine i predstavljaju važan dio brendova svojih država
te doprinose popularnosti svojih zemalja, a struktura njihovih prihoda prikazana je u radu.
Cilj ovog rada jest prikazati povezanost organiziranja velikih sportskih događanja te
kreiranja nacionalnog brenda kroz turističku promociju, porast ekonomske aktivnosti i
zaposlenosti u domaćem gospodarstvu kao izravnih posljedica organiziranja sportske
manifestacije.
Organizacija velikog sportskog natjecanja daje državi globalnu medijsku pozornost
koju ako iskoristi može promjeniti percepciju javnosti o njima te prikazati državu kao poželjnu
destinaciju za poslovanje, ali i odmor. Isplativost organizacije ovisi i o planskoj izgradnji
sportskih objekata koji trebaju biti građeni s ciljem nastavka korištenja istih nakon održane
sportske manifestacije te na taj način omogućiti bolje uvjete za treniranje i nastupanje domaćim
sportašima i djeci.

Abstract (english)

The brand was of great importance already in ancient times as an indicator of the quality
and origin of goods. Its role has remained equally important over time, and today it has the
primary role of influencing consumer behavior and therefore is a significant contribution to a
company’s business.
The big sports competition brings together the best athletes in the world and a large number
of fans in one place during the event. The paper presents the positive and negative aspects of
organizing major sporting events. The organizations of the World Cup and the Olympic Games
require large investments in sports, but also the accompanying infrastructure needed to hold
the competition. In addition to the construction of sports infrastructure, due to the events, the
traffic infrastructure is being developed, accommodation capacities and health institutions are
being renovated, from which the local population has enjoyed long-term benefits. Grand Slam
tournaments, Tour de France and Super Bowl competitions are held every year and represent
an important part of the brands of their countries that contribute to the popularity of their
countries, and the structure of their revenues is presented in the paper.
The paper aims to show the connection between organizing major sporting events by
creating a national brand through tourism promotion, increasing economic activity, and
employment in the domestic economy as a direct consequence of organizing sporting events.
The organization of a major sports competition gives the state global media attention, which
if used correctly can change the public's perception of them and portray the country as a
desirable destination for business and leisure. The cost-effectiveness of the organization also
depends on the planned construction of sports facilities that need to be built with the aim of
continuing to use them after sporting events, thus providing better conditions for training and
competing of local athletes and children.

• Keywords: brend; sportsko natjecanje; velika ulaganja; turistička promocija
• Keywords (english): brand; sports competition; large investments; tourism promotion
• Language: croatian
• URN:NBN: urn:nbn:hr:148:435666
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2021-09-20 17:24:57