Analysis of a communication strategy of the sport club Rytíři Kladno

This thesis deals with the analysis of a communication strategy of the sport club Rytíři Kladno. The aim of the thesis is to analyse marketing activities organised by the club. The main focus of the thesis is on the communication strategy of the club. The thesis is divided into five chapters. Each chapter starts with a theoretical introduction of the topic and is followed by a practical part describing the particular activities organised by the club. The practical contribution is based on marketing research. This is the basis for the analysis and evaluation of the awareness of the fans about particular marketing activities organised by the club as well as about its sponsors. Based on the research, the current marketing strategy is evaluated and the ideas for improvement are given