Among the best-known "brands" - objects of sponsorship - are the personalities of Jaromír Jágr, Ester Ledecká and David Pastrňák in professional sport, and the Český lev film award, Člověk v tísni and Kapka naděje outside sport. This was confirmed by the representative research "Partnership and Sponsorship in the Czech Republic 2024" by Incomind, which annually focuses on sponsorship activities (activities, events, personalities, organisations, etc.), their popularity, likeability, sponsors' knowledge, the connection between the sponsorship object and its sponsor and other related topics.
The importance of sporting success (or potential success when considering investing in the support of professional athletes) is evidenced by the significant year-on-year growth in the knowledge of the personalities of world champions - hockey player David Pastrňák and beach volleyball players Ondřej Perušič and David Schweiner.
In addition to professional sports personalities, the sustainability activities Ukliďme Česko, Sbírka potravin and Zachraň jídlo (Save Food) were also in the foreground. The initiatives aimed at combating food waste have seen a steady increase in their likeability. "In addition to activities related to hockey, including initiatives to support youth hockey, Pojď hrát hokej and Puky pomáhají, respondents expressed high levels of sympathy for projects such as Jedlá školní zahrada and Nekrm koš," says František Trunec, project manager at Incomind.
Source: mam.czIn the area of sponsorship and partnerships, Škoda Auto and ČEZ are most frequently mentioned, followed by Tipsport, Plzeňský Prazdroj, Sazka, Česká spořitelna and Fortuna. Red Bull and Komerční banka have shown a longer-term increase in sponsorship awareness, while Kaufland has seen a more significant year-on-year increase. Lidl also scores high with its CSR activities.
Among other things, the research showed that Škoda Auto defended its top position in terms of Czechs' awareness of sponsorship support for professional and amateur sports and sporting activities in general. CEZ did the same in sponsoring cultural and social events, environmental protection and social responsibility activities, in supporting projects focusing on science and education, local communities and charity.
Source: mam.czSource: mam.cz
