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Rebranding of SK Slavia Praha football club and its influence on marketing communication
Kalous, Tomáš ; Ortová, Nina (advisor) ; Halada, Jan (referee)
This bachelor thesis examines the rebranding of SK Slavia Prague in 2022, with a focus on the opinions and perspectives of supporters on the new visual identity. Although the change of visual identity was positively welcomed by professionals, Slavia Praha did not publish any investigation to confirm or refute whether this was the same for the target group in the form of fans. This thesis consists of three parts - the theoretical background, branding of sports clubs and the research, which first provide an insight into brand management issues and then describe in more detail the branding of selected sports clubs from home and abroad, including rebranding of SK Slavia Prague in 2022 and its influence on marketing communication of the club. The research section presents a description of the research and a presentation of the analysis of the results, which were conducted using an open coding method after individual in-depth interviews. In the discussion, the author provides insight into the perception of the new identity by the primary target audience of the club's communication and also presents recommendations for further club communication. The research findings indicate that the target group received the rebranding positively and thus the rebranding met the club's stated objectives.
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Public relations within the context of a selected case in a football environment
Hanuš, Marek ; Kaprálková, Michaela (advisor) ; Voráček, Josef (referee)
Title: Public relations within the context of a selected case in the football environment Objectives: The main objective of this thesis is to analyse and understand the role of public relations in dealing with and managing controversial situations in the football environment in the context of different perceptions of a particular issue and to evaluate the effect of public relations of the club in the selected case. Methods: qualitative methods were used in this study - analysis of texts, documents, websites, social networks, press releases or statements of clubs and stakeholders. The triangulation method was also used to ensure greater objectivity and credibility of the findings. Results: the chosen case for this thesis was the Europa League return leg between Rangers FC and SK Slavia Prague and the subsequent accusation of racism against the Slavic defender Ondřej Kúdel. The case sparked a worldwide response. In the research carried out, it can be concluded that Slavia successfully coped with the public relations challenges in this situation. In terms of public relations strategies, the club first stood up for its player and rejected any association of the club and the player with racism, thereby gaining credibility with the Czech public. It then focused on reducing tensions with the general...
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Benefits of SK Slavia Prague football match for spectators
Kalvas, Pavel ; Štědroň, Jakub (advisor) ; Šíma, Jan (referee)
Title: Benefits of SK Slavia Prague football match for spectators Objectives: The aim of the thesis is to identify and describe the individual benefits for the spectators of attending a football match of SK Slavia Prague in the current season 2022/2023 at the home stadium. Subsequently, through marketing research, the satisfaction of direct spectators with the benefits offered by the club in connection with attending SK Slavia Prague home matches will be determined. Methods: Both quantitative and qualitative research methods were used in the thesis. It was therefore a mixed research. Personal observation, semi-structured interviews and electronic questionnaire method were used to obtain the necessary data. The quantitative research was used to determine the satisfaction of the direct spectators with the partial benefits of a football match of SK Slavia Prague at the home stadium. Results: The main benefits of the SK Slavia Prague football match at the home stadium were identified as sport performance, safety, stadium, accompanying programme, accompanying services and VIP services. Within the accompanying services, the fan zone in front of the stadium, refreshments in the stadium, the official club fan shop and also sectors for parents with children were evaluated separately. The results of the...
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The history of SK Slavia Prague football club from its founding until 1945
Rejka, Lukáš
In my diploma thesis I will deal with the history of the football club SK Slavia Prague. The beginning of the work will include football history in the world and in our country. It will be further divided into individual periods from the beginnings of the club until 1945. The football seasons will be divided into chapters and will contain the results of matches. In the individual chapters I will mention the symbols of the club, the most important personalities, the most famous players and coaches, and the stadiums of the football club SK Slavia Prague.
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Analysis of marketing communication of SK Slavia Praha during the Covid-19 pandemic
Hlaváč, Marek ; Turková, Kateřina (advisor) ; Vranka, Marek (referee)
1 Abstract This bachelor thesis analyses the marketing communication of the most successful Czech football club in recent years, SK Slavia Prague. Football has been the most popular sport in the Czech Republic for a long time, and the Covid-19 pandemic affected it greatly, as all competitions were interrupted for a long time and professional competitions were played in front of a limited capacity of spectators. In this thesis I analyse theoretical concepts from the world of sports marketing, the specifics of financing football clubs in the Czech Republic and the Covid-19 pandemic itself. In the practical part I analyse the marketing communication of SK Slavia Praha focusing on two periods during the pandemic, in the first period matches were not played at all and in the second period they were played without spectators or with a limited number of spectators in the stadium. In this thesis I analyse how the club's communication changed, which under normal conditions was aimed at getting fans to come to the stadium. I investigate what content the club created to retain and continue to attract fans. The result is a content analysis of two distinct periods, from which conclusions and recommendations for further communication of SK Slavia Prague are drawn.
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The history of SK Slavia Prague football club from its founding until 1945
Rejka, Lukáš ; Kašpar, Ladislav (advisor) ; Krejča, Filip (referee)
In my diploma thesis I will deal with the history of the football club SK Slavia Prague. The beginning of the work will include football history in the world and in our country. It will be further divided into individual periods from the beginnings of the club until 1945. The football seasons will be divided into chapters and will contain the results of matches. In the individual chapters I will mention the symbols of the club, the most important personalities, the most famous players and coaches, and the stadiums of the football club SK Slavia Prague.
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The Socialization of the management of SK Slavia Praha after playing UEFA Champions Leauge
van den Eeckhout, Gerbrand Henricus Andreas ; Nigrin, Tomáš (advisor) ; Oellermann, Thomas (referee)
1 This MA thesis starts to explore a new exciting part of socialization theory, by applying the research into socialization in the management of the Czech football club SK Slavia Praha. This is done trough the evaluation of the end of the year 2007, when SK Slavia Praha for the first and last time played the group stage of UEFA Champions League. This MA thesis tries to prove that there was indeed a transfer of norms and values from UEFA to SK Slavia Praha. Next to this, this MA thesis also tries to prove that the previous socialization is not anymore apparent in the club, since the contacts with UEFA (and ECA) have since then lost because of the lack of international matches played by SK Slavia Praha. This research is done through interviews with the employees of the club, both the ones working in the club in 2007, and the ones who are employed in 2014. Keywords: SK Slavia Praha; UEFA; ECA; Socialization; Europeanization; football; management
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Slavia fans in the changing times
Stehlíková, Jana ; Houda, Přemysl (advisor) ; Vaněk, Miroslav (referee)
Sports spectators is free entertainment for millions of people around the world. Here I will focus on football spectators who have in their heart the club SK Slavia Praha, who is one of the oldest football club in our country and have a fan base. As the name suggests, I will be interested in the phenomenon of a football fan, which differs from the viewer, among other things, that he identifies with his club. The main aspect of this work will be a comparison of two historical sections, the period before and after the fall of the communist regime in 1989 and Police supervision is connected. I will also be interested in the relationship to the biggest rival within AC Sparta Praha, or the possibility of club artifacts, which are now available in a wealth of, but always be. Even fans have their asociations. Aside from the fact that they are associated fan support such as an expert and tribune, which have great influence as a club support and at the end of the work focusing on their relationship to the club, why they chose Slavia and what it means for them. For this work I chose the method of qualitative research, which oral history and field research, which I found due to the nature of the work appropriate. Key words: sports spectators, SK Slavia Praha, football fans, oral history
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Slavia fans in the changing times
Stehlíková, Jana ; Houda, Přemysl (advisor) ; Vaněk, Miroslav (referee)
Sports spectators is free entertainment for millions of people around the world. Here I will focus on football spectators who have in their heart the club SK Slavia Praha, who is one of the oldest football club in our country and have a fan base. As the name suggests, I will be interested in the phenomenon of a football fan, which differs from the viewer, among other things, that he identifies with his club. The main aspect of this work will be a comparison of two historical sections, the period before and after the fall of the communist regime in 1989 and Police supervision is connected. I will also be interested in the relationship to the biggest rival within AC Sparta Praha, or the possibility of club artifacts, which are now available in a wealth of, but always be. Even fans have their asociations. Aside from the fact that they are associated fan support such as an expert and tribune, which have great influence as a club support and at the end of the work focusing on their relationship to the club, why they chose Slavia and what it means for them. For this work I chose the method of qualitative research, which oral history and field research, which I found due to the nature of the work appropriate. Key words: sports spectators, SK Slavia Praha, football fans, oral history
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Marketing strategy of football club SK Slavia Prague
Ježek, Tomáš ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
Bachelor's thesis is concerned with the current marketing strategy of football club SK Slavia Prague. Its main aim is to evaluate the strategy. The thesis is divided into four chapters. The first chapter is theoretical with an introduction to marketing communication and sport marketing. The second chapter is focused on football club SK Slavia Prague. There is a description of its current situation with a focus on its current marketing strategy. In the third chapter the results of conducted marketing research, which measures the awareness of marketing activities of SK Slavia Prague, can be found. In the last chapter of this bachelor's thesis is stated interpretation of results of the marketing research and subsequently evaluation of current marketing strategy of football club SK Slavia Prague.
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