Sponsorship – Key Sports Support at the time of building reputation

The topic of the second round table at a business conference that rounds off Business Campaign Sports 2025 organized by the media house Workthey are sponsorships.

How to an effective strategy founded by sponsorship literacy, with a moderator Urban Laurenčič they discuss Dejan ŽidanState Secretary at the Ministry of Economy, Tourism and Sport, Matic Švabbusiness director of the Slovenian Olympic Committee (OKS), Andrej KrajnerDirector of Communications in NLB, and Tomaž StrgarPresident of the Šentjernej Football Club.

A different support is expected from the state than from sponsors, said Dejan Židan, and the common interest is that the sport is fully funded. Now there is also pressure on sponsors in areas for which the state should be responsible. « We have found that the state avoids its function a little, » he admitted, adding that the ministry was inspected by public funding in sports and on that basis began to change it and the state takes on the role it must. In 2020, the ministry invested between 13 and 15 million in sports, already 55 million euros so far this year, and by the end of the year, the value can climb to 60 million.

The most important part of the sport is located at the local level, so they take on a greater burden there, “last year we allocated € 200 million for sports at the local level, in 2020 that amount was 91 million. This amount is also driven by investments co -financed by the ministry, « summarized Židan. With these amounts, Slovenia ranks among the countries that invest above the sport, the average in the EU is 0.4 percent of GDP.

Top athletes promote Slovenia significantly, but as a big challenge for many athletes, he highlighted what is happening to them after his career. Data show that a year after a sports career, less than half of their professional career have them. “The state of athletes should no longer leave the lurch. We will change the legislation to help athletes in employment by encouraging companies to employ financial incentives, « said Židan, who expects unanimous support for proposals in parliament. He also emphasized the importance of not choosing athletes without their cooperation and harmonizing them.

Supporting sports builds a reputation and promotes real values

Andrej Krajner presented the importance of sponsorship for the company compared to classic advertising. « Sport is one of the most effective ways to build a bank’s reputation that people have in mind as the first in purchasing decisions, » he said. Also important is the emotional component that is encouraged by sports by fans, and sports connects us. The bank supports athletes in many ways.

With the classic sponsorship of sports federations, it supports the sport of young people, more than 70 clubs across Slovenia, which includes more than 11,000 young people. According to Krajner, this part is a favorite to the bank, as it encourages young people to move, build a value system, accept defeats, disconnect from screen.

Models of financing

It is crucial for the Olympic Committee to preserve the European model of their financing. They receive funds to the greatest extent from the media rights. At national level, the Foundation for Sport and Sponsors are important in financing. However, sport is an excellent platform for business events, and among the examples, he highlighted the Slovenian house at the Olympics and the business event on the edge of a sporting event in Planica.

Among the trends in the financing of sports, he mentioned the direct address of spectators, such as when clubs establish their TV channel-e.g. Barca TV, its Olympic Channel program, had an international Olympic committee during the Olympics. Athletes shows are of interest to international networks (NETFIX) that can buy playback rights.

Challenges of local clubs

In the case of a local football club from Šentjernej, Tomaž Strgar presented the challenges that sports face at this level. The club, which has existed since 1974, has greatly increased its work in recent years. There are 190 young people in the club with 1500 inhabitants, and teams have in eight categories, including girls.

When working under his leadership began three years ago, the support of the local authority was important, the municipality also provided the stadium, encouraged the economy to support. The support of the municipality then declined, the club’s rental is dedicated to a quarter of the budget, and the search for sponsors has to be even more creative. Parents are given important support to the club in influential places.

Sustainable aspect

Sponsorship is also associated with durability, at different levels. According to Matic Švab, they are pleased at the OKS when a campaign sponsor wants to solve a challenge. “In the framework of the Olympics, we have made a campaign on the topic of hate speech with one of them, which remained after the event. We are pleased that such a sustainable topic can connect all other aspects, « he said. Another topic related to durability is how to keep all talents, including those with weak social status, in sports. Several people apply for the call each year. On the other hand, the question is how to provide all young promising athletes with scholarships.

Židan agrees that sports must be accessible to everyone, and within a few years they are expected to establish a network that will provide this. Investments in infrastructure are important, and it is important that the initial enthusiasm and interest that young people have when acquiring new equipment have to be preserved. The presence of sports must be increased both in and around school. In the first triad, children do not work under the guidance of experts, but motivated teachers, and it is imperative to return more professional staff to this level. Sports should also be returned to faculties.