Organizace velké sportovní akce

Abstract

This bachelor's thesis focuses on the analysis of the management and organization of the Ostrava Hockey Derby 2025, an inter-university hockey match between VŠB – Technical University of Ostrava and the University of Ostrava. The aim of the thesis is to formulate proposals and recommendations for the realization of the sporting event in terms of efficiency and creating a positive experience, based on the application of theoretical and methodological approaches. The theoretical part defines the key concepts necessary for understanding the organization of large sporting events – sport, ice hockey, management, marketing, project management, financing of sporting events, non-profit organizations and analytical methods. The practical part analyzes a specific edition of the derby held on October 2, 2025 at Ostravar Arena and examines the organizational structure of the Sportovní události v Ostravě z. s. association, the preparation phases, staffing, marketing strategy and project economics. The methods used include case study, comparative budget analysis, SWOT analysis, PESTLE analysis, the SMARTER method and personal interviews with the organizers. The comparative budget analysis reveals that the event generated revenues of CZK 2,000,000 against expenditures of CZK 1,800,000, resulting in a profit of CZK 200,000. Although actual costs exceeded the plan by CZK 200,000, higher revenues allowed the project to remain profitable. The analyses identified the strengths of the event – tradition, professional production and the ability to sell out the arena – as well as weaknesses such as dependence on key individuals, cost overruns and difficult grant negotiations. The thesis formulates five specific recommendations: improving budgeting methodology, diversifying revenue sources, strengthening digital marketing on TikTok, more systematic management of volunteers and formalizing the evaluation process. The conclusion confirms that the Ostrava Derby is a viable project with growing potential that deserves continuation and gradual improvement.