Financování vybraných sportů v České republice

Abstract

The thesis titled Financing Selected Sports in the Czech Republic deals with the issues of financing of professional sports. The theoretical part focuses on the organisational structure of sports on a local and international level, the legislation of sports clubs and provides a general introduction into the possibilities of financing sports organisations. A definition of marketing, specifically marketing in sports is also provided in the theoretical part of the thesis. In addition to this, the sports product is defined and sports advertising with sponsoring is discussed. The practical section of the thesis presents the ice hockey team HC Oceláři Třinec and football club Viktoria Plzeň as representatives of group sports. Tennis player Petra Kvitová and speedskater Martina Sáblíková have been selected to present individual sports. Through these four representatives the sources and methods of financing their sporting activities are presented. The individual cases are compared and the common characteristics as well as differences are identified. The thesis also partially focuses on the attractiveness of individual sports from a marketing perspective.