Marketing and communication strategy of the hockey club HC Sparta Prague

The aim of the bachelor thesis is to analyze the current marketing and communication strategy of the hockey club HC Sparta Prague, especially its marketing activities and projects and its communication with the public. Also the aim of the thesis is to find out the awareness of the club's fans of these activities and subsequently to evaluate the current marketing and communication strategy based on the author's own marketing research and to suggest own ideas on improvement this strategy. The theoretical part is focused on defining terms as marketing, marketing and communication mix, SWOT analysis and the specifics of the sport marketing and the importance of promotion and sponsorship in the sport branch. The practical part contains basic information about the hockey club HC Sparta Prague and its history, its SWOT analysis and analysis of current marketing activities and projects. At the end of the thesis is evaluated the marketing research, which was made by the author among the fans of the club. On the basis of the research are suggested own ideas for improvement the marketing and communication strategy of the club