| Abstract [eng] |
The success of organization activities in the dynamic and competitive market is determined by sustainable interface with the environment and its subjects. In order to implement this interface sustainably, purposive and the newest knowledge of social sciences, their systematic coordination and their innovative and proactive application are needed. Noticing growth perspectives of sports market as well as gained benefit not only for the activities of sports organizations and their sponsors but also for the environment and society, it is relevant to analyse further development possibilities of sports market. This thesis analyses the possibilities of sports market development in cooperation with sponsors as well as opportunities to form long-term inter-sectorial partnerships that generate values, which may influence not only cooperating organizations but also the environment and society. Therefore, the organizational concept of sustainable cooperation between sports organizations and sponsors is analysed. Sustainable cooperation of organizations is described as an agreed, long-term and economically beneficial activity that has a positive effect on organizations taking part in this cooperation as well as the result of their interface that has a benefit for the society and environment. Cases for sustainable cooperation are indefinite and proactively unique scaled by their circuit of action and context. This thesis raises a goal to identify managerial factors that determine sustainable cooperation of sports organizations and sponsors as well as to answer problematic questions: what managerial factors determine sustainable cooperation of sports organizations and sponsors; how these factors are used in the procedural system in order to gain a long-term and sustainable cooperation. |
