Dorko’s Engagement with the Sports Community: A Study of Sponsorship and Athlete Collaborations in Hungary

Kajdon Blanka (2024) Dorko’s Engagement with the Sports Community: A Study of Sponsorship and Athlete Collaborations in Hungary. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

I think that Dorko is a very strong and likable Hungarian sports brand that is very well positioned in the Hungarian market. I feel very fortunate and grateful to have gained insight into the world of Dorko with the help of the athletes and the marketing director and I hope that this thesis will help people to get to know and love the brand, which has won my heart one hundred percent. I can honestly say that I used to buy one or two fan t-shirts before I got involved with the brand, whereas now I can say that I am a loyal customer of the brand and will follow its marketing communication and market more closely. I think the company has built an extremely strong brand in almost 10 years, which is unique in the Hungarian market. However, there is still a long way to go, their goal is to fully grow the brand in the Hungarian market and start exporting to foreign markets. The brand's vision is to become more actively involved and become an organizer and sponsor of professional athlete sponsorships at sporting events, charity initiatives that can all be a community bonding force.Their ultimate long-term goal is for the brand to dress the entire Hungarian delegation to the 2028 Los Angeles Olympics. In my opinion, this is an absolutely realistic dream for them and I wish them to achieve it. To sum it all up, I would suggest that Dorko's goal for the future should be to deepen communication with athletes, which would lead to more collaboration for the brand. In order to improve brand communication, I would also recommend that Dorko should have more TV commercials and in thematic periods, commercials and more tiktok campaigns. TV commercials can help the brand reach a wider audience, especially target groups that prefer traditional news sources, such as the 50+ age group. Special intention to have TV advetisement during sport events (Hun national team matches) to highlight the bridge the brand and sports. The commercials would also visually reinforce Dorko's affordable and youthful style, helping to communicate the brand message more effectively and, not least, this type of advertising is extremely popular and eye-catching for all age groups. And tiktok campaigns are clearly aimed at a younger, digitally active and present audience. Today, it is one of the most popular social spaces, extremely widespread, fast growing and its creative possibilities make it ideal for Dorko to share trendy and engaging content about its products and other content. These steps can help Dorko to build its brand and reach its target audience more effectively against domestic and international competitors.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	athlete collaboration, brand-athlete relationship, branding in sports, Corporate Sponsorship in Hungary, Dorko, sports marketing
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2025. Már. 25. 11:22
Utolsó módosítás:	2025. Már. 25. 11:22

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