Identifikace možností rozvoje vybraného sportovního klubu

Abstract

This diploma thesis focuses on identifying development possibilities for the selected sports club BK Opava. The aim of the thesis is to analyze the internal and external environment of the club and to propose specific recommendations that could support its further development, especially in the area of sponsorship. The theoretical part describes issues related to sports management, marketing, strategic management, and methods of strategic analysis. The practical part is dedicated to the application of these theoretical concepts and analytical methods to the specific case of the club. For the analysis of the club's internal and external environment, the internal factor analysis, PEST analysis, stakeholder analysis, and financial analysis were used. Based on the findings from these analyses, a SWOT analysis was made, providing an overview of the club´s strenghts and weaknesses, opportunities, and threats. The result of the thesis consists of specific proposals for the development of the club, with a particular focus on sponsorship.