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Marketing of FbŠ Bohemians and its influence on the popularization of floorball in the Czech republic
Dobisík, Jan ; Koudelková, Petra (advisor) ; Halada, Jan (referee)
This bachelor thesis deals with the topic of marketing floorball in the Czech Republic. Floorball is still a semi-professional sport in the Czech Republic, so the thesis mainly focuses on activities that help the popularization of floorball in the country. The clubs and organizations in the country are aware of the rapid growth and untapped potential of the sport. Hence, they use several tools to not only popularize themselves, but also to bring floorball closer to the professional realm. One of these tools is marketing. Marketing is widely used by the research subjects of this thesis, the Český florbal organization and FbŠ Bohemians, a club author of this thesis is a member of. The thesis consists of an introduction of the basic concepts of marketing and sports marketing, an analysis and evaluation of the activities of the aforementioned subjects, and a quantitative research. The research uses a questionnaire survey to gather the views of FbŠ Bohemians fans on marketing activities and the overall communication of the club. In the conclusion, author evaluates not only the analysed activities, but also the very idea of conducting such research in the floorball environment and its limits. In addition to mapping the marketing efforts of the aforementioned to develop and popularize floorball, this...
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Industry representation among the sponsors of Czech professional sport
Pokorný, Dominik ; Šíma, Jan (advisor) ; Čáslavová, Eva (referee)
Title: Industry representation among the sponsors of Czech professional sport Objectives: The main purpose of the bachelor thesis is to chart the industries in which sponsors of Czech professional sport operate. Part of the thesis is also a mutual comparison of the resulting statistics of all included sports. Methods: Analysis of publicly available virtual data, gradually collected on the official websites of sports subjects that were included in the thesis. The complete analysis process was implemented in Microsoft Excel, where the resulting statistics were also constructed and adequately organized. Results: Through the analysis of virtual data, statistics were produced, which together present the representation of established industries in Czech professional sport. The resulting data are divided in detail according to individual sports and specified types of sponsorship, which allows any mutual comparison between these categories. The work also contains summary statistics uniting all included sports subjects. The published results can be used as a basis for the creation of reports and professional publications dealing with sports sponsorship or for the implementation of other, more detailed, research of a similar nature. Keywords: sponsorship, industries, advertisement, sport advertisement,...
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The Value of Political Connections: Evidence from the Czech Republic
Palanský, Miroslav ; Janský, Petr (advisor) ; Gregor, Martin (referee)
The Value of Political Connections: Evidence from the Czech Republic Miroslav Palanský Abstract This thesis estimates the value of political connections in the Czech Republic and it is divided into two parts. The first one explores the recently extended, most advanced publicly available data set on political party financing in the Czech Republic, covering the time period 1995-2015. We analyze basic patterns in party funding and their development over time. We focus primarily on private funding from both legal and natural persons. The data show that there exists substantial heterogeneity in the volume of private funding across parties and over time, but contributions from the government budget remain the most important source of income for all larger parties. We analyze the available data on donations and discuss several issues regarding the notion that donors may view contributions as investment, yielding possible profits in the future. In the second part, we use the data set of corporate donations to construct a proxy variable for political connections and to estimate the effect of being connected to a political party on the financial performance of such firms. We find that the connected firms perform significantly better than the non- connected ones in the years following the establishment of the...
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Marketing communication of HC Slavoj Velké Popovice
Kukačka, Lukáš ; Ruda, Tomáš (advisor) ; Med, Daniel (referee)
Title: Marketing communication of the team HC Slavoj Velké Popovice Objectives: The aim of this study is on the basis of current marketing communication of the club HC Slavoj Velké Popovice and conducted quantitative research to present specific proposals that will lead to improvement and to reach out to wider number of parents of potential players. Methods: In this study quantitative research methods were used and results of research were closer described in analytical part of the study. Quantitative methods were carried out in the form of electronical personal survey. 75 parents of the children that fall into categories squirt team took part in the electronical survey. During personal questioning 100 respondents that represent current fan club of Slavoj Velké Popovice were inquired. Additional used methods were informal interviews with representatives of the club and consecutive analysis of internal documents. Results: On the basis of evaluation of the survey was discovered that marketing communication of the club HC Slavoj Velké Popovice uses individual communication instruments ineffectively. Following analysis discovered the main reason that is related to published information that is not up to date. That is why were proposed various measures that will help the club with development of...
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Sponzoring a ambush marketing ve sportu
Plotzerová, Adriana
Plotzerová, A. Sponsorship and ambush marketing in sport. Brno, 2017. Master thesis. Mendel University in Brno, Faculty of Business and Economics. Thesis supervisor Ing. Stanislav Mokrý, PhD. This diploma thesis deals with sponsorship and ambush marketing in sport. Its goal is to define the nature, character and use of sponsorship and ambush marketing in sport. This work deals with consumer behavior and examines how sponsoring affects consumers in various places and on various occasions, and how sponsoring in general is perceived by the consumer. Quantitative research, eye-tracking and in-depth interviews have been used in the practical part of this thesis. Based on the results of the conducted research, recommendations for practical applications were made.
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Šport ako obchodná činnosť na Slovensku a financovanie z verejných a súkromných zdrojov
Habánek, Peter
This diploma thesis evaluates the current situation in the financing of sport from public and private sources in Slovakia and Czech Republic. Part of this work is research at the level of sports federations through quantitative research together with qualitative research. Research is focused on evaluate current situation of sport financing. The problems are related to insufficient funding from private sources mainly from sponsorship are obvious from results. Following these results, work contains recommendations for sports federations and sports clubs on funding opportunities.
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Possibilities of sponsorship activation of motorsport event
Mikulášková, Eliška ; Čáslavová, Eva (advisor) ; Voráček, Josef (referee)
Title: Possibilities of sponsorship activation during motorsports event Objectives: The aim of this thesis is to create model projects of sponsorship activation during motorsports event. Methods: Model projects of sponsorship activation were processed on the basis of structured interviews with managers of sponsoring companies, on the case study of researches of motorsport and on the basis of the analysis of secondary data from documents referring to motorsport. Results: Results of researches provided basis data for creation of the model projects of sponsorship activation for sponsoring companies of rally. These basis date are: conditions for sponsorship in rally, characteristics of sponsoring companies, sponsorship offers, channels for sponsorship, target groups and goals of sponsoring companies. Model projects were processed on existing strategies for sponsorship activation. Keywords: Rally, marketing and communications goals of companies, sponsorship, advertising.
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Public television in Europe and its involvment in sports
Hozák, Jiří ; Voráček, Josef (advisor) ; Ruda, Tomáš (referee)
Title: Public television in Europe and their involvement in sports Objectives: The main object of this bachelor thesis is to make a draft of new services and ideas for an improvement of ČT Sport channel. This draft will be based on ascertained data, elaborated analysis and comparison of how public television across Europe work. Methods: In the bachelor thesis were used qualitative methods to gather needed data. First was used structured questionaire for communication with chosen employes from foreign public TV. Also were used structured and unstructured interviews with employes from Czech TV, specifically ČT Sport. The last method used was the analysis of secondary data. Results: The results prove high effectivness and usage of all resources available for ČT Sport, that is able to produce high quality content with just a fraction of the budget. The fraction is presented as an amount of resources in comparison with other foreign public TV. Also were compared chosen public TV across Europe, and were indentified high quality services that they provide. These services were implemented to the environement of ČT Sport as a part of my recommendation. Keywords: sport, public television, commercial, sponsoring, license fee, broadcasting rights
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The Value of Political Connections: Evidence from the Czech Republic
Palanský, Miroslav ; Janský, Petr (advisor) ; Gregor, Martin (referee)
The Value of Political Connections: Evidence from the Czech Republic Miroslav Palanský Abstract This thesis estimates the value of political connections in the Czech Republic and it is divided into two parts. The first one explores the recently extended, most advanced publicly available data set on political party financing in the Czech Republic, covering the time period 1995-2015. We analyze basic patterns in party funding and their development over time. We focus primarily on private funding from both legal and natural persons. The data show that there exists substantial heterogeneity in the volume of private funding across parties and over time, but contributions from the government budget remain the most important source of income for all larger parties. We analyze the available data on donations and discuss several issues regarding the notion that donors may view contributions as investment, yielding possible profits in the future. In the second part, we use the data set of corporate donations to construct a proxy variable for political connections and to estimate the effect of being connected to a political party on the financial performance of such firms. We find that the connected firms perform significantly better than the non- connected ones in the years following the establishment of the...
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