Reklama a sponzoring v profesionálních fotbalových klubech v České republice

Abstract

This thesis deals with „Advertising and Sponsorship in Professional Football Clubs in the Czech Republic“. The aim of the thesis is to analyze the issue of advertising and sponsorship of Czech professional football clubs, to find out the importance of advertising and sponsorship in the earnings structure of these clubs, to compare the difference in the number of partners between the first football league clubs and the second football league clubs and to find out who scouts out sponsors and promotional partners and deals with them at these clubs. The theoretical part gives a general overview of the sport, football, sponsorship and advertising. In marketing research, the methods, research tools and market research in football are described. The system of football competitions in the Czech Republic is presented and it shows how the data for the practical part were obtained. The practical part processes the information obtained from the questionnaire, which was chosen as a marketing tool for this thesis. The practical part is followed by the summary of practical results of the investigation and suggestions and recommendations to correct the deficiencies identified in the analysis of the research.