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Comparison of Brand Building of Lev Praha and Slovan Bratislava in 2012-2014
Nykl, Jan ; Halada, Jan (advisor) ; Orban, Karol (referee)
The bachelor thesis entitled "Comparison of Brand Building of Lev Praha and Slovan Bratislava in 2012-2014" describes and compares two hockey brands which participated in the Kontinental Hockey League within delineated period of time. The aim of the thesis is a comparison of two sports brands based on theoretical and practical findings. Furthermore, I would like to highlight both similar and different aspects of the aforementioned brands. In the theoretical part, the thesis presents basics of marketing and its tools, sport marketing and brand building. In addition, the profile of the Kontinental Hockey League is included due to participation of both clubs and also in order to clarify the broader context with the impact on brands. The practical part commences with an analysis of Lev Praha and then continues with Slovan Bratislava. Internal club resources, news portals and online sources were used so as to analyse these brands. The thesis describes in detail their history and identity, as well as their target groups and brand elements. Moreover, I also analyse the brand building process including information about the market and main competitors, the current state of brand and CSR activities. Lastly, the thesis focuses on marketing activities, especially on communication with fans, media, sponsors...
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Sports Management in the club HC Lev Praha
Grebennikov, Dmitry ; Novotný, Jiří (advisor) ; Eysseltová, Sylvie (referee)
This thesis deals with the management activities of the hockey club HC Lev Praha, which operates in a multinational league KHL. The aim of this thesis is to identify the causes of poor management performance, clarify and determine the consequences of assumptions (hypotheses) for future developments in the club. Finding the necessary information ensures environmental observation and communication with the personnel responsible aforementioned club. Additional facts and data will be detected directly from the suppliers of products and services. The benefit of the thesis will uncover so far unknown areas internationally, which by means of analysis and description will find out the current situation and help outline possible direction of development. A bonus of this thesis is the publication of the costs that workers had to face before the start of the first season of the Prague club.
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Efficiency of sports betting markets: are betting odds of KHL biased according to distance?
Matoušek, Roman ; Lahvička, Jiří (advisor) ; Svoboda, Miroslav (referee)
This thesis examines, if Continental hockey league betting market is efficient and if betting odds are biased according to distance (up to 7500 km). Research is based on 2700 matches between 2008-2012 and odds set by 5 Czech betting companies. Market inefficiency was not found by statistical tests. There was found by using regression analysis that bettors overestimate home teams with respect to distance that visiting team's fans have to travel. It is significant only at 10% significance level. Then there was carried out a simulation of betting on various strategies and there was found the least losing strategy at betting on away teams, which travel more than 1497 km. At this strategy, there is an average return 0,97 CZK inset 1 CZK. Weak form of efficiency cannot be rejected.
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