Abstract
The aim of this study is to define the motives of companies in the Czech Republic that decide to invest their money in professional ice hockey teams in the Czech top league called Tipsport Extraleague. The research was completed among all companies that sponsored four clubs (HC Sparta Praha, Bili Tygri Liberec, HC PSG Zlin a HC Kometa Brno) in the Tipsport Extraleague in any way during the 2017/2018 season. 370 questionnaires were electronically distributed to the marketing departments or directly to marketing managers of the companies. 73 were returned completed by marketing managers.
The results of the study indicate that the main motives for sponsors to invest money in ice hockey clubs in the Czech Republic is the popularity of ice hockey and audience attendance. Among other motives are personal preference and the number of televised games during the season.
The study also proved that mostly bigger companies with international reach are willing to invest money in Czech ice hockey clubs and that 90% of the companies are limited liability or stock companies.