Analýza marketingové komunikace sportovních klubů

Abstract

This bachelor's thesis focused on analyzing the marketing communication of six selected sports clubs operating in the town of Krnov. The main objective of the thesis is to compare how the communication of the individual clubs is perceived from both their own perspective and that of the public, and, based on these findings, to formulate practical recommendations for its improvement. To achieve this objective, a combination of qualitative and quantitative research methods was utilized. Data were collected through qualitative in-depth interviews with representatives of the respective sports organizations and a quantitative questionnaire survey targeting the public with an interest in sports in Krnov. Based on the evaluation of the results, it was found that social media holds an absolute dominance in their communication. The research revealed an interesting paradox in local marketing: communication managed professionally by an external agency does not necessarily receive better public ratings than volunteer-driven communication. The study also identified differences in expectations based on the respondents' age, as well as a partial discrepancy between the identity the clubs wish to build and how they are actually perceived. The conclusions indicate that the sports environment in Krnov encounters systemic limitations in the form of a lack of strategies and restricted budgets. The research results were subsequently used to formulate specific recommendations aimed at professionalizing visual presentations, developing mutual inter-club cooperation, and strengthening connections with the public through the organization of events.