Cooperation of Pilsner Urquell with Czech Olympic Committee

Title: Collaboration of the Pilsner Urquell with the Czech Olympic Committee Objectives: The main object of this bachelor thesis is to suggest recommendations how to improve communication of Pilsner Urquells olympic advertising campaign on each communication channel based on the information about the cooperation between Czech Olympic committee and Pilsner Urquell and data concerning to advertising campaigns of the Pilsner Urquell. Methods: The thesis used qualitative methods of marketing research, namely semi-structured interviews with representatives of the Pilsner Urquell brand. Another part of the work was based on the analysis of secondary data, whether publicly available or provided by the company. Results: The results of the work showed that the brand uses all suitable and accessible communication channel for promoting its olympic campaingns. However, there is space for possible improvement. For example, higher promotion of their activities at the Olympic festivals through their social networks, add more fun activities for visitors in Olympic house or establish a closer relationship with one chain of supermarket and create special offer for their customers. Keywords: sport, promotion, sponsorship, image, Public Relation, marketing OBSAH 1..