Communication activities of HC Lev Praha in the 2013/2014 season

The goal of this thesis is to present and critically evaluate the key communication activities used by HC LEV Praha hockey club in season 2013/2014. The opening chapters are dedicated to marketing communication characteristics while taking into account the specifics of sport industry and also to a short introduction of the hockey club. The thesis' core, which describes the specific communication activities in the monitored period, is then followed by the complex and critical view and evaluation of said communication. Those are based mainly on the Facebook and attendance data analysis and also on the comparison to communication activities of selected NHL clubs, whose marketing strategies, including communication strategies, are considered to be at a high level. This comparison is also the foundation of communication suggestions, which are proposed at the end of this thesis. The comprehensive view of the external communication of HC LEV Praha followed by the critical evaluation and communication suggestions are the biggest contribution of this thesis