Analýza marketingové komunikace hokejového klubu

Abstract

This bachelor thesis focuses on the marketing communication of the hockey club HC Oceláři Třinec, whereas the main goal is to analyze the current state of communication from the perspective of fans and to propose recommendations for its possible improvement. The thesis is divided into theoretical and practical parts. The theoretical part covers the specifics of marketing communication in sport and the use of digital tools. The practical part is based on quantitative research in the form of an online questionnaire, which explored the opinions and preferences of respondents regarding club communication. The results showed a mostly positive evaluation of club communication, especially on the social networks Facebook and Instagram. Weaker awareness was found for formats such as podcast or newsletter. Recommendations were made based on the findings, for example, promoting the Dragon podcast, improving communication about the benefits of season tickets, and expanding presence on the TikTok platform. The thesis highlights the importance of effective digital communication in building fan loyalty and strengthening the relationship with the schema_dspacedb.