Komparace marketingu fotbalových klubů

Abstract

Bachelor thesis is focused on comparison of football clubs marketing. First part of the thesis deals with theoretical concepts and metodology, which are necessary to know in order to understand the main issue. Those are aplicated to the practise in the second part of the thesis, which deals with marketing research of football clubs and subsequent comparison of identified data. Four football clubs were chosen for comparison depending on present sports and financial situation, personal preferences and management's willingness to cooperate. Three of them are football teams of the top Czech football league and the fourth is from the lower Czech regional championship. Based on identified information there were created the SWOT analysis of strengths, weaknesses, opportunities and potential threats for every club. Clubs are subsequently comparisoned based mainly on propagation, sponsorship, attendance, communication with fans and their future situation. In the final part the results of the research are summed up and some possible changes are proposed.