Analýza a návrh marketingové strategie hokejového klubu BO Ostrava

Abstract

This bachelor thesis focuses on the analysis and proposal of a marketing strategy for the BO Ostrava Vítkovice Steel hockey club. The theoretical part defines the basic concepts of sports marketing, marketing mix, digital marketing, attendance at sporting events, and SWOT analysis. Special emphasis is placed on the specifics of sports marketing and the use of digital communication tools in the sports environment. The practical part is focused on the analysis of the current state of the club, especially its marketing activities, communication on social media, and attendance at hockey matches. The thesis also includes a SWOT analysis identifying the main strengths and weaknesses of the club, as well as opportunities and threats arising from the external environment. Based on the conducted analyses, recommendations are proposed to improve marketing communication, strengthen the club’s brand, and increase attendance at home matches.