Title: Marketing communications of AC Sparta Praha Objectives: The main objective of this thesis is to analyze contemporary state of marketing communications with the audience of AC Sparta Praha, identify deficiencies and develop a proposal to improve the marketing communications with fans of this club. Methods: In this thesis have been used methods of case study, analysis of available documents and texts, structured interview with director od marketing, and director of communications and public relations of AC Sparta Praha. Results: By the analysis of marketing communications of AC Sparta Praha has been found that several projects could be added. The proposal has been followed the concept of marketing communications, because i had not been detected considerable deficiencies. The proposal has come from the possibilities of the club to be realized. Keywords: sport marketing, football, communication strategy, social media, fan

Submitted by Mikael Corrêa dos Santos (mikaelcorrea@gmail.com) on 2018-10-10T00:33:11Z No. of bitstreams: 1 0910dissertacaomikael_final_enviar.pdf: 6264090 bytes, checksum: e8b8431049a20c472cf2c8e49997a272 (MD5) / Approved for entry into archive by Lucilene Cordeiro da Silva Messias null (lubiblio@bauru.unesp.br) on 2018-10-10T13:42:48Z (GMT) No. of bitstreams: 1 santos_mc_me_bauru.pdf: 6264090 bytes, checksum: e8b8431049a20c472cf2c8e49997a272 (MD5) / Made available in DSpace on 2018-10-10T13:42:48Z (GMT). No. of bitstreams: 1 santos_mc_me_bauru.pdf: 6264090 bytes, checksum: e8b8431049a20c472cf2c8e49997a272 (MD5) Previous issue date: 2018-08-23 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES) / O presente estudo tem como objetivo central compreender a maneira com que a publicidade brasileira representa, em seu discurso, o esporte denominado corrida de rua. A relevância do tema deve-se ao fato de a corrida de rua ter apresentado, nos últimos anos, um crescimento acelerado do número de participantes, assim como, do total de provas oferecidas no país. Diante deste fenômeno esportivo e social, busca-se ampliar a discussão partindo da análise das campanhas publicitárias "It's Runderful" da marca Mizuno e "Vem Junto” da marca Nike — ambas produzidas e veiculadas em território nacional. Pretende-se, portanto, discutir questões que envolvem o papel social do esporte e a importância da publicidade como produção midiática que reflete elementos culturais e simbólicos por meio de suas formações discursivas. Como abordagem metodológica serão empregados os fundamentos da análise do discurso de linha francesa em diálogo com os conceitos da sociologia do esporte. / This study intends to understand the way that Brazilian advertising represents the road run sport in its discourse. The theme is relevant because the road run has a rapid growth in the number of participants and competitions offered in recent years in Brazil. Faced with this sport and social phenomenon, we sought to discuss the theme from the analysis of Mizuno’s advertising campaign named "It's Runderful" and Nike's advertising campaign named "Vem Junto", both produced and transmitted in national territory, and discuss issues that involve the social relevance of sport and the importance of advertising as a media production that reflects cultural and symbolic elements through its discursive formations. As a methodological approach will be employed the fundamentals of Discourse Analysis (French DA) in dialogue with the concepts of the sociology of sport. / CAPES: 1648016

Title: Evaluation of the effectiveness of communication campaigns O2TV Objectives: The main objective of this diploma thesis is to evaluate the effectiveness of launching campaign O2 Sport (2015) and to compare O2TV campaigns for the years 2015, 2016 and 2017. After that, improvements are proposed for the overall communication of O2 television and its sports channels both in the Czech Republic and Slovakia. Methods: Used method in the thesis was analysing documents. This method was used to evaluate the O2 Sport launching campaign and to evaluate other campaigns from 2015, 2016, 2017. Results: The results of the work revealed that the O2 Sport launching campaign was sophisticated and effective. Even comparison of the campaigns throughout the evaluated years and based on all considerations, the most successful year was 2015 when the O2 Sport campaign was also launched. Keywords: marketing communication, analysis, communication, advertising, sport

Title: Evaluation of the effectiveness of communication campaigns O2TV Objectives: The main objective of this diploma thesis is to evaluate the effectiveness of launching campaign O2 Sport (2015) and to compare O2TV campaigns for the years 2015, 2016 and 2017. After that, improvements are proposed for the overall communication of O2 television and its sports channels both in the Czech Republic and Slovakia. Methods: Used method in the thesis was analysing documents. This method was used to evaluate the O2 Sport launching campaign and to evaluate other campaigns from 2015, 2016, 2017. Results: The results of the work revealed that the O2 Sport launching campaign was sophisticated and effective. Even comparison of the campaigns throughout the evaluated years and based on all considerations, the most successful year was 2015 when the O2 Sport campaign was also launched. Keywords: marketing communication, analysis, communication, advertising, sport

<p>In South Africa today those who lead sport are facing increasing scrutiny which has inevitably resulted in questioning governance practices. The transition of many sports from<br /> predominantly volunteer administered organizations anchored in an amateur ethos, to professionally managed entities catering to a more sophisticated market place has created<br /> unique challenges for the governance of sport sponsorship. This evolution gives rise to possible conceptual linkage between sport sponsorship and corporate governance or none<br /> thereof. This study focuses on the ABSA-Premier Soccer League (PSL) sponsorship transaction as a case study to explore this linkage. The research is aimed at finding the nexus<br /> between sport sponsorship and corporate governance principles, namely accountability and transparency in the conclusion of this transaction.</p> <p><br /> The research consists of four phases / literature review which provides a detailed analysis of all primary and secondary material available on this topic. The second phase is a qualitative<br /> case study research methodology which comprises of in-depth interviews with targeted stakeholders. The third part presents the research findings and discussion section, and lastly<br /> the way forward through reflections and recommendations including highlighting potential future research areas.</p> <p><br /> This work is timely when there has been generally a heightened evolution in sport sponsorship and its focus was to explore the nexus and compliance to the founding principles<br /> of the organizations (laws of governance). Factually, good corporate governance aims at ensuring a higher degree of transparency in an organization by encouraging full disclosure of<br /> transactions in the company accounts as well as accountability. Academics have been exploring the notion of sports sponsorship and corporate governance with much of the<br /> debates grounded on understanding its commercial value.</p> <p><br /> The focus for this study is on the conceptual nexus or non-thereof, between sponsorship and corporate governance. Information was collected through in-depth and experience interviews,<br /> documented reviews and analysis (such as the review and analysis of the constitution of the South Africa football Association, PSL, financial/banking sector policy regulations, South<br /> African Sports Act, corporate governance reports, annual reports, scholarly journals, academic books, conference papers and Parliamentary Monitoring Group documents etc. to<br /> mention but a few.</p>

<p>In South Africa today those who lead sport are facing increasing scrutiny which has inevitably resulted in questioning governance practices. The transition of many sports from<br /> predominantly volunteer administered organizations anchored in an amateur ethos, to professionally managed entities catering to a more sophisticated market place has created<br /> unique challenges for the governance of sport sponsorship. This evolution gives rise to possible conceptual linkage between sport sponsorship and corporate governance or none<br /> thereof. This study focuses on the ABSA-Premier Soccer League (PSL) sponsorship transaction as a case study to explore this linkage. The research is aimed at finding the nexus<br /> between sport sponsorship and corporate governance principles, namely accountability and transparency in the conclusion of this transaction.</p> <p><br /> The research consists of four phases / literature review which provides a detailed analysis of all primary and secondary material available on this topic. The second phase is a qualitative<br /> case study research methodology which comprises of in-depth interviews with targeted stakeholders. The third part presents the research findings and discussion section, and lastly<br /> the way forward through reflections and recommendations including highlighting potential future research areas.</p> <p><br /> This work is timely when there has been generally a heightened evolution in sport sponsorship and its focus was to explore the nexus and compliance to the founding principles<br /> of the organizations (laws of governance). Factually, good corporate governance aims at ensuring a higher degree of transparency in an organization by encouraging full disclosure of<br /> transactions in the company accounts as well as accountability. Academics have been exploring the notion of sports sponsorship and corporate governance with much of the<br /> debates grounded on understanding its commercial value.</p> <p><br /> The focus for this study is on the conceptual nexus or non-thereof, between sponsorship and corporate governance. Information was collected through in-depth and experience interviews,<br /> documented reviews and analysis (such as the review and analysis of the constitution of the South Africa football Association, PSL, financial/banking sector policy regulations, South<br /> African Sports Act, corporate governance reports, annual reports, scholarly journals, academic books, conference papers and Parliamentary Monitoring Group documents etc. to<br /> mention but a few.</p>

This final thesis deals with the communication strategy of Hervis Sport a móda s. r. o. The first part provides a theoretical framework for marketing communication, explains concepts such as marketing process management, marketing mix, communication mix and new trends in communication. The aim of this thesis is to suggest a new communication strategy based on analysis of current communication of Hervis and results of conducted survey. Description of Hervis is included in terms of its history, the international presence of Hervis subsidiaries, the contemporary marketing mix and the identification of Hervis' competitors.