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Analýza strategie Red Bullu a její asociace s extrémními sporty
Janek, Alicja ; Cook, Gina (advisor) ; Lisa, Aleš (referee)
Sports marketing is divided into three sectors: marketing of a sport, marketing products and services through sports and promotion of a sport to the public. This thesis is mostly referring to marketing through sport, and its analysis of a very unique and innovative organization. Red Bull GmbH is a leader within the dynamic area of energy drinks, a fast-growing area of the beverage sector. The objectives of this thesis are to show how Red Bull develops its marketing strategy and identify the principles and processes involved, to describe the tools and techniques used in their marketing and show how they have been applied. The main goal of this thesis is to explain how effective is the association with extreme sports for Red Bull.
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Marketing representation of professional athlete
Jíchová, Klára ; Pešek, Ondřej (advisor) ; Trávníček, David (referee)
The dissertation is focused on practical example of running marketing agency SPORT INVEST Marketing, a.s. and the performance of provided services to the selected athlete -- speed skater Martina Sáblíková. Based on the used methods -- questionnaire survey and interview- I assessed the answers and obtained data, from which result SWOT analysis. I recommended to marketing agency the suggestions to improve and to efficiency their procedures from the selection of athletes to seeking of suitable business partners. The dissertation shows that the selection of athletes is important, for agency and potential sponsors too. The success of athlete does not assure the other marketing utilization of athlete. Also promotion sponsors of athletes should become something special and ensure the main sponsors exklusive terms.
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Insurance companies and their funding of marketing activities in the field of sport in the Czech Republic
Rapantová, Nela ; Radová, Jarmila (advisor) ; Bártová, Hana (referee)
The aim of this thesis is to analyse the marketing activities of insurance companies in the field of sport and success of those activities. The aim is also finding of public awareness of those activities and their financial analysis. The first part is dedicated to the theory of Sports Marketing, second part of thesis is about specific marketing activities in sports of the three insurance companies, Česká pojišťovna insurance company, ČSOB Pojišťovna insurance company and Kooperativa insurance company. This part deals with the reasons of supporting the field of sport, its use, success and future. The third part is a research of public awareness of sports marketing of Czech insurance companies. The last part contains a financial analysis.
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Economics of sport organization Czech Powerlifting Association
Houžvička, Ondřej ; Kotáb, Jiří (advisor) ; Lemoch, Petr (referee)
The main objective of this bachelor's thesis is to analyze the current financing of Czech Powerlifting Association with state subsidies by comparison with the Czech Weightlifting Association and to find other financing options for the Czech Powerlifting Assotiation and options of promotion of the sport itself. Currently, the Czech Powerlifting Assotiation is financed by state subsidies and it appears to be insufficient. This bachelor's thesis describes some of the sports marketing tools that should be used to support the financing and to increase the number of competitors operating in powerlifting.
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Marketing strategy of football club AC Sparta Prague
Lacinová, Jana ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The main purpose of this thesis is the description and subsequent analysis of the present marketing strategy of football club AC Sparta Prague. The work is focused on marketing communications and projects of this club. The practical part contains the results of the marketing survey; the aim was to find out the awareness of the football supporters of this Czech club and its marketing activities. In conclusion there are suggested potential changes and improvements for the future development of the club.
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Marketing communication of golf in CR and SR
Tomčová, Zuzana ; Mikeš, Jiří (advisor) ; Polišenský, Tomáš (referee)
Goal of this thesis is an analysis of marketing communication used in golf in Czech and Slovak republic and analysis of marketing activities in two golf courses, through they keep their position among the concurrence. In a theoretical part there is written basic information about marketing, sport marketing, marketing communication and its forms within the golf in Czech republic and Slovak republic as well. Topic of practical part is analysis of activities and the consecutive recommendations for the future in two analysed golf courses.
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Marketing communication in athletics
Procházka, Michal ; Novotný, Jiří (advisor) ; Farská, Karolína (referee)
Sports have become economic activity. Marketing, especially marketing communication has played an important role in its shift from pure nonprofit basis to more commercial character. The thesis examines development of communication in one of the sports, athletics (track & field) in the Czech Republic (CR). In terms of narrow approach to marketing in sports it focuses on these subjects - Czech athletic federation, meetings in the CR, Czech athletes. It analyzes level of communication, suggests solutions to improvement of athletics` status in the Czech Republic using promotion. It is one of the first sources of marketing communication in given sports branch.
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Metodika marketingu a propagace konkrétního sportovního odvětví
Luňáčková, Lenka ; Král, Pavel (advisor) ; Přibyl, Vladimír (referee)
Práce uvádí obecné marketingové a propagační nástroje v klasických organizacích a ve sportu, dále financování rychlostní kanoistiky a vybraných sportovních svazů. Práce provádí analýzy popularity sportu jako celku a následně sportovního odvětví rychlostní kanoistika. Dále práce provádí srovnání klasického marketingu s marketingem sportovním. V práci jsou popsána navržená marketingová doporučení pro jednotlivé kluby sportovního odvětví rychlostní kanoistika.
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Možnosti marketingové orientace Prague International Marathon, spol. s r.o.
Hanyšová, Jana ; Koudelka, Jan (advisor) ; Plešr, Michal (referee)
První kapitoly práce (teoretické) vysvětlují pojmy jako sportovní marketing, event marketing a partnerství ve sportu. Dále analyzují postoj lidí ke sportu a jejich životní styl. Diplomová práce samotná následně hodnotí dosavadní marketingové počínání společnosti Prague International Marathon, spol. s r.o. (PIM) a veškerou marketingovou orientaci zaměřenou na zákazníky ? běžce, diváky a partnery. Poukazuje, jaké nástroje společnost používá směrem k široké veřejnosti na území hlavního města, na celém území České republiky a za hranicemi státu. Dále charakterizuje komunikaci se stávajícími partnery, co jim partnerství s PIM přináší a jaké jsou jeho výhody, popř. úskalí, jaké jsou přednosti, popř. nedostatky v oblasti této komunikace. V neposlední řadě zkoumá kompletní povědomí o sportovních a kulturních akcích společnosti PIM a efektivnost použitých komunikačních nástrojů v porovnání s mediální odezvou na akce organizované PIM. Závěrem jsou uvedena marketingová doporučení diplomantky.
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