M.Comm. / Suid-Afrika was vir baie jare geisoleer van internasionale sportdeelname. Gevolglik het sport en sportorganisasies in Suid-Afrika agter geraak vergeleke met die res van die sportwereld. Hierdie tendens is egter nie uniek betreffende deelname op die veld nie, maar ook van die veld of by die bestuur van sport. Stephen Aris skryf dat sport in die laaste dekade 'n hoogs kommersiele besigheid geword het (1990. p.ix). Sport het ook deel geword van die massavermaaklikheidsbedryf. Die fokus van sportorganisasies ten opsigte van hul produkkonsep het begin verander sedert die besef dat hulle in die vermaaklikheidsbedryf is (Ebissch, 1984. p.32). Ook Sleight (1989. p.14) bevestig dat sport in 'n groot kommersiele bedryf ontwikkel het. Naas Botha (Rapport, 1995. p.25), oudrugbyspeler en gewese bemarkingsbestuurder van die eertydse Noord-Transvaalse Rugby Unie se ook: "Rugby is nie meer 'n spel nie, dis 'n besigheid". Rugby is nou 'n professionele sport en meer druk word op rugbyunies geplaas om hul eie fondse to genereer. "In die verlede is rugby as 'n amateurspel deur amateurs bestuur. Nou is dit 'n beroepspel en dit moet deur professionele bestuurders bestuur word" (Botha, 1996. p.27). Soos reeds genoem, word sport toenemend 'n besigheid en word die persepsie dat dit net 'n rekreasieaktiwiteit is, al meer op die agtergrond geplaas. In die VSA het sport as 'n besigheid so geweldig toegeneem dat dit 'n omset van 63,1 biljoen dollar in 1990 gehad het. Dit het tot gevolg dat dit toe reeds een van die vyf en twintig grootste industries in die VSA was (Comte & Stogel in Parkhouse, 1991. p.3 - 4).

Title: Marketing research of merchandising of Czech national football team Objectives: The aim of this work is to try out the position of registered users on the website www.fotbal.cz the breadth of supply and affordability of products, merchandising Czech national football team in official e-shop and stand in the stadium for home matches, the Czech national football team. The interpretation of the results to be obtained through marketing research, the task of proposing suggestions for improvements to current product offerings and optimize merchandising and increase awareness of the official e-shop merchandising Czech national football team. Methods: To obtain data from respondents was used method of electronic polling. Questionnaires were stored using the Internet with Google Docs. Results: Respondents expressed a comprehensive merchandising Czech national football team. Evaluation of the data was the basis for the determination of proposals and recommendations to improve the overall merchandising. These proposals and recommendations aimed at the marketing agency STES and company BIGSPORT. Keywords: football, marketing research, merchandising, product, stadium, e-shop

Title: FC Hradec Kralove football match benefits for spectators Objectives: The object of this work is analysis and descriptions of benefits, resulting from the visit FC Hradec Kralove football games to spectators in the season 2015/2016 and 2016/2017. Finding satisfaction with individual benefits and propose measures that could lead to increase satisfaction and traffic of a home football games FC Hradec Kralove. Methods: observation, electronic survey, written interview, personal interview Results: Proposals and recommendations to increase spectator satisfaction and traffic. Keywords: spectator satisfaction, football, FC Hradec Kralove, marketing research

Background: Nowadays, football is much more than just a sport. In fact, football is a global industry contributing to many countries’ economic and social wealth. Football leagues are deeply involved in globalization processes and follow international marketing strategies while aiming for growth in foreign markets. In that context, it is essential for any football league to know its brand equity and the interest in the league in the desired market, to be able to make strategic decisions which lead to internationalization and marketing management success. Purpose: The purpose of this study is to examine the Brand Equity of the Bundesliga including Brand Interest. The current research extends Shuv-Ami's (2016a) market brand equity model within sport organizations with Machleit et al.'s (1990) concept of brand interest and is applied to the Bundesliga in the Swedish market. Research Question: What is the perceived Brand Equity including Brand Interest of the Bundesliga in Sweden? Methodology: The chosen approach for this study was a deductive approach with a theory and context extension of Shuv-Ami's (2016a) market brand equity model. A quantitative data collection through online survey was conducted and collected 805 survey answers from Swedish football fans which were used for the analysis. Conclusion: The findings showed that the perceived Brand Equity including the brand interest of the Bundesliga in Sweden was very positive. The Bundesliga was especially highly ranked in terms of Brand Knowledge, Brand Image, Brand Personality, Brand Satisfaction, and Brand Interest. Further, the proposed Brand Equity model including Brand Interest as a new variable has been successfully confirmed by this study as Brand Interest had been identified as a significant contributor to Brand Equity. Keywords: Brand Equity, Brand Interest, Bundesliga, Sports Marketing, Football, Brand Equity of a Football League, Football Marketing.

Title: Marketing of selected Czech football league clubs Objective: Analysis and comparison of the marketing activities of selected Czech football league clubs and proposition of measures that would lead to the improvement of marketing activities, with an emphasis on marketing communications. Methods: PEST analysis SWOT analysis Porters five forces analysis Marketing research - qualitative method - in-depth interview - quantitative method - questionnaires Results: The results of evaluation of the marketing of selected Czech football league clubs showed significant differences in the quality of marketing activities between clubs. In some areas, such as websites, printed materials, clubs perform well. In others, such as, social networks or programs during breaks, they do not. Despite the lack of financial and human resources some elements are made with precision. I also tried to propose some measures that might lead to improvement and streamlining of marketing activities of clubs and that would be realistic even at third league level. These recommendations are mainly in the field of internet communication, accompanying programs, competitions and events that may increase the interest of viewers and partners of the clubs. Key words: Sports marketing, marketing mix, marketing communications, marketing...

Title: Marketing research of motivation to attendance of fans FK Dukla Praha on matches. Objectives: The main target of this thesis is to reveal the cause of low attendance at local matches of FC Dukla Praha, based on marketing research. Methods: Marketing research consists of qualitative methods. For acquiring the necessary data, methods of electronic questionnaire, personal enquiry and interview were used. FC Dukla Praha fans inquiry was conducted by a method of electronic questionnaire on server Vyplňto.cz. During FC Dukla Praha fans motivation factor measurement, a part of Al-Thibiti (2004) questionnaire was used. The people enquiry was conducted by a method of personal enquiry. The interview was conducted as an in-depth individual talk supervised by Ing. Vladimír Šmíro, marketing manager. The statistics analysis was implemented for the gained data interpretation. Results: The results of this research revealed many reasons that lead to descending number of the audience of FC Dukla Praha matches. The most serious ones are unsuitable terms and times of the matches, the whole generation of FC Dukla Praha fans outflow, unsuitable premises, quality of performances and difficult access to the pitch/stadium. The club received sufficient information and at present, they try to remedy this negative...

This study compares the U.S. National Football league (NFL) and Nippon Professional Baseball (NPB). The goal of the study is to develop recommendations for the rebuilding of NPB's popularity in terms of marketing policy practices after the efficiency of both leagues is analyzed.

Thesis title: Social Networks as an Essential Part of the Gambrinus league's Marketing Communication Objective Main objective of this thesis is creation of marketing manual on various social networks intended for marketing communication of the Gambrinus league. It is supposed to provide flexibly applicable tool representing communication manual for clubs of primary football league in the Czech Republic. As partial objectives of this work are stipulated analysis and assessment of individual clubs' official Facebook profiles and their development. Further objectives are identification and compilation of overview representing other platforms of social networks and its evaluation considering their potential benefits for marketing communication of the Gambrinus league. Methodology Qualitative and quantitative methods of marketing research were used for the purposes of presented thesis. Qualitative methods comprehend expert dialogue, case study and observation. As qualitative research methods were applied statistical data analysis and development study. Results The communication manual for the Gambrinus league on social networks was completed and in detail described in separate chapter of this dissertation. It is for the most part based on solutions which were presented in the analytical part of this...