Analýza marketingové komunikace prvoligových fotbalových klubů

Abstract

This bachelor’s thesis is focused on marketing communication analysis of football clubs league. The main issue is lack of supporters in stadiums and negative image of Czech football league. The supporter’s opinion on the situation in Czech football is analysed in order to identify the use of distribution channels and to evaluate current marketing communication with a focus on social networks, such as Facebook, Twitter and Youtube. The theoretical part of this thesis contains the description of football environment in the Czech republic and the marketing communication’s theory. The methodological part is focused on description of used methods of interrogation and observation techniques and its application in the thesis. The practical part is split up in two subchapters. The first one is focused on evaluation of interrogation, the second one on evaluation of internet communication. In the conclusion you can find suggestions and recommendations, which should help football clubs to fill the stadiums and enhance the efficiency of internet communication.