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Olympic parks in Czech Republic, use in marketing of selected companies
Řehák, Vojtěch ; Mikeš, Jiří (advisor) ; Kindová, Alena (referee)
This diploma thesis deals with the issue of organizing Olympic parks in the Czech Republic and their use in marketing strategies of selected companies. The main goal is to evaluate marketing strategies of three main partners. It was Skoda Auto, Skupina CEZ, and Pilsner Urquell. The first chapter focuses on theory of general marketing. The second chapter aims at theory of sport marketing and focuses mainly on marketing and communication mix in sport. The next part describes the Olympic parks individually. Simultaneously, the analysis of communication of main partners during the operation of the main park called Rio-Lipno takes place here. The last chapter contains contribution evaluation of Olympic parks and marketing strategies of the partners and suggestions for next two Olympic Games.
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Olympic Park Lipno: Economic Assessment of the Project
Binderová, Monika ; Král, Pavel (advisor) ; Tripes, Stanislav (referee)
The aim of the thesis is to evaluate the economic impact of the Olympic Park Lipno. First of all, it describes the so-called mega sport events and their impacts, especially the economic ones. Furthermore, the ex-ante and ex-post studies and crowding out effect are characterised in the research. In addition, two analyzes which are described in detail in the thesis were prepared by KPMG. The research method is a questionnaire survey with all information gained at the Olympic Park Lipno. The questionnaires and the collection of secondary data allowed us to proceed to comparison of the researched studies and, in particular, to the calculation of the economic impact.
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Motivations and objectives of the Czech Olympic team partners
Vaculíková, Kateřina ; Crossan, William Morea (advisor) ; Belovski, Sasho (referee)
Title: Motivations and objectives of the Czech Olympic team partners Supervisor: Mgr. William Crossan PhD Objectives: The aim of the thesis is to identify motivations of companies for entering into partnership with the Czech Olympic team. Furthermore, to examine objectives sought through the sponsorship agreement and determine their importance for each company. Findings are subsequently compared with those of similar studies made in past. Part of this thesis is dedicated to the analysis of marketing of the Czech Olympic committee and partners opinion concerning the Olympic park Sochi - Letná 2014. Methods: Qualitative research through semi-structured interviews conducted with sponsor representatives and the marketing director of the Czech Olympic committee. In-depth study of similarly oriented sponsor motivation research was also made. Sponsors were also asked to rank the importance of given sponsorship objectives. Results: The main motivation behind the decision to become a Czech Olympic team partner was found to be the connection with a strong, unique brand, as well as the desire to exploit the positive perception of the Olympic attributes with the possibility of its transfer to the partner. The most important objectives found were increasing brand value and enhancing company image. Another...
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