Marketing hokejových klubů se zaměřením na internet

Abstract

The bachelor thesis deals with the marketing of ice-hockey clubs. The aim is to determine how clubs can proceed to obtain the finances needed for the operating costs of the club. How clubs should communicate with their fans and sponsors and how to use the internet for these purposes. The thesis are divided into three main parts. Theoretical part contains summary of most previously identified marketing practices used in this bussines and includes specific examples. The practical part deals with the possibilities of using the Internet to promote ice-hockey clubs. It also explores the impact of online advertising on the amount of sold promotional items that clubs offer. It also includes a journalistic part, which contains four journalistic genres, written in form publishable on arbitrary website focused to ice-hockey. This part is also about ice-hockey marketing. It is primarily about clubs from lower leagues, which are not in the center of media attention and it is more difficult for them to find sponsors or fans.