Strategie marketingové komunikace sportovního klubu Baník Ostrava

Abstract

This bachelor's thesis focuses on the marketing communication of the football club FC Baník Ostrava. The aim of the thesis is to analyze the current state of the club’s marketing communication and to propose a strategy for its further development. The theoretical part defines the key concepts and tools of marketing communication. The practical part is based on the analysis of the club’s internal documents, a fan survey, and benchmarking with other sports clubs. The findings highlight strong community engagement and significant potential for more effective use of digital media. Based on these insights, a comprehensive communication strategy is proposed, emphasizing content personalization and building long-term relationships with fans. The main contribution of the thesis is a practical proposal that can be applied in the real environment of the club.