Analýza návštěvnosti a návrh marketingové strategie sportovního klubu

Abstract

This master's thesis focuses on the analysis of attendance and the proposal of a marketing strategy for the floorball club 1. SC NATIOS Vítkovice. The aim of this thesis is to identify the factors that motivate or discourage fans from attending matches and to evaluate the current marketing communication. The theoretical part defines concepts of sport marketing and compares the club's social media activities with competitors through benchmarking. The practical part is based on a questionnaire survey, the data of which are processed using factor and cluster analysis. Through this procedure, five key factors and three fan segments are defined. In the final part, measures to increase attendance are proposed, focusing on the elimination of barriers, making social media content more attractive, and strengthening interactivity during a match day. The proposed strategy serves as a practical basis for building loyalty and streamlining the club's communication.