Analýza komunikačních kanálů hokejového klubu

Abstract

This bachelor thesis analyzes the external communication of the hockey club HC Frydek-Mistek from the perspective of its fans. The aim of the work was to evaluate the current state of communication channels and based on the collected data to propose measures for their optimization. The theoretical part defines the specifics of sports marketing and the psychology of sports fans. The practical part is based on a questionnaire survey involving 107 fans. The research identified social media as the dominant communication channel and confirmed general fan satisfaction with the tone of communication. At the same time it revealed shortcomings in interaction speed and a demand for behind-the-scenes content. Based on these results specific proposals are formulated in the final part, such as the introduction of a club podcast, strategic differentiation of social media content, and streamlining communication towards season ticket holders.