Marketing of FbŠ Bohemians and its influence on the popularization of floorball in the Czech republic

This bachelor thesis deals with the topic of marketing floorball in the Czech Republic. Floorball is still a semi-professional sport in the Czech Republic, so the thesis mainly focuses on activities that help the popularization of floorball in the country. The clubs and organizations in the country are aware of the rapid growth and untapped potential of the sport. Hence, they use several tools to not only popularize themselves, but also to bring floorball closer to the professional realm. One of these tools is marketing. Marketing is widely used by the research subjects of this thesis, the Český florbal organization and FbŠ Bohemians, a club author of this thesis is a member of. The thesis consists of an introduction of the basic concepts of marketing and sports marketing, an analysis and evaluation of the activities of the aforementioned subjects, and a quantitative research. The research uses a questionnaire survey to gather the views of FbŠ Bohemians fans on marketing activities and the overall communication of the club. In the conclusion, author evaluates not only the analysed activities, but also the very idea of conducting such research in the floorball environment and its limits. In addition to mapping the marketing efforts of the aforementioned to develop and popularize floorball, this..