| Abstract | Sportaši, kako u individualnim, tako i u timskim sportovima postaju sve utjecajniji članovi društva. Mnogi od njih bave se humanitarnim radom, pokreću vlastite robne marke, potpisuju cjeloživotne ugovore sa sportskim brendovima, financiraju programe obrazovanja siromašne djece itd. Današnji sport je, u odnosu na same početke kada se tretirao kao jedan oblik razonode, postao značajna gospodarska grana u kojoj se na dnevnoj bazi okreću milijuni eura i dolara, zahvaljujući masovnosti, konzumerističkom društvu, promociji i televizijskim pravima. Četvorica sportaša koja se ističu svojim brendovima su Cristiano Ronaldo, LeBron James, Roger Federer i Conor McGregor. Ronaldo, najpopularniji nogometaš na svijetu, ima potpisane brojne sponzorske ugovore, a posebno se ističe cjeloživotni ugovor s kompanijom Nike. On ima više linija svojih proizvoda kao što su donje rublje, parfem itd. Sudjeluje u brojnim humanitarnim akcijama. James, najpopularniji košarkaš na svijetu također ima potpisan cjeloživotni ugovor sa kompanijom Nike. Vrlo je poznat njegov humanitarni projekt „I promise School“ u kojem više od 300 djece u svom rodnom Akronu omogućuje obrazovanje i brojne druge pogodnosti. Federer, najveći tenisač svih vremena, ima potpisane brojne sponzorske ugovore, a posebno se ističe i njegova fondacija koja je do sad omogućila obrazovanje za više od milijun siromašne djece u Africi. McGregor, najpopularniji MMA borac na svijetu (iako trenutno nije aktivan), prizovodi vlastiti viski pod nazivom Proper twelve. Osim u humanitarnim akcijama, McGregor često sudjeluje i u incidentima van sportskih borilišta. Provedeni online anketni upitnik ispitao je poznavanje navedenih sportaša i upoznatost s njihovim brendovima. Najpopularniji je Cristiano Ronaldo, nakon njega slijede Roger Federer i LeBron James, a na začelju je Conor McGregor. Sva četvorica imaju različite sportske priče, no sva četvorica mogu poslužiti kao ogledni primjeri kako se gradi sportaš kao brend. U svrhu pisanja ovog završnog rada kreiran je online anketni upitnik od 15 pitanja. Ispunilo ga je 100 ispitanika, od čega 71 ženska osoba a 29 muških osoba. Rezultati upitnika potvrdili su neke navode prethodne iznesene u radu. Iako sva četvorica odabranih sportaša uspješno grade svoje brendove, među njima se posebno ističe nogometaš Cristiano Ronaldo. |
| Abstract (english) | Athletes, both in individual and in team sports are becoming more and more influential members of society. Many of them are engaged in humanitarian work, run their own brands, have signed lifetime contracts with sports brands, finance education programs for poor children, etc. Today sport, in relation to the very beginnings when it was treated as a form of entertainment, has become a significant industry in which millions of euros and dollars are turned on a daily basis, thanks to the mass, consumerist society, promotion and television rights. The four athletes who stand out for their brands are Cristiano Ronaldo, LeBron James, Roger Federer and Conor McGregor. Ronaldo, the most popular footballer in the world, has signed a number of sponsorship agreements, particularly the lifelong agreement with Nike. He has many lines of their products such as underwear, perfume, etc. He participates in numerous humanitarian actions. James, the most popular basketball player in the world has also signed a lifelong contract with Nike. He is known for his humanitarian project "I promise School" in which he provides education and many other benefits to more than 300 children in his hometown of Akron. Federer, the greatest tennis player of all time, has signed a number of sponsorship agreements, and what particularly stands out is his foundation, which has so far enabled education to more than one million poor children in Africa. McGregor, the most popular MMA fighter in the world (although he is not currently active), produces his own whiskey called Proper twelve. In addition to humanitarian actions, McGregor often participates in incidents outside sports venues. A conducted online questionnaire examined the knowledge of such athletes and familiarity with their brands. The most popular is Cristiano Ronaldo, followed by Roger Federer and LeBron James, and the rear is Conor McGregor. All four have different sports stories, but all four may serve as examples of how to build an athlete as a brand. For the purpose of writing this thesis an online questionnaire of 15 questions was created. Filled by 100 respondents, of which 71 females and 29 males. Results of the questionnaire confirmed some allegations previously disclosed in the work. Although all four selected athletes successfully build their brands, among them shines footballer Cristiano Ronaldo. |
