COMMUNICATION STRATEGY OF THE SOCCER CLUB SK SLAVIA PRAHA AND PROPOSALS OF ITS IMPROVEMENT Objectives: The objective of this research is the establishment of communication strategies of an organization SK Slavia Praha Football Club for the upcoming season. This project will be completed based on the analysis of the club's current communication mix as well as current communication distribution channels with the club's fan base. Methods: For the research various methods were used such as the case study, the analysis of the documents, the interviews and the SWOT analysis. The case study was applied during the research of the current club's communication strategy with its fan base, the analysis of the documents for the evaluation of the club's communication mix, the SWOT analysis for the evaluation of the communication mix and interviews for obtaining the essential information from the individuals involved. Results: A new project of the club's communication strategy was established, which includes the improved communication mix of the club, the communication strategy project with the most important fans' organizations as well as a communication strategy project with the club's youth. Keywords: sports marketing, communication strategy, communication mix, soccer, fans

Title: Marketing research of visitors'satisfaction at sport and music event Bm(X)treme fest 2013 Objectives: The goal is to analyze results of visitors'satisfaction research. Furthermore, on the basis of the results obtained to develop proposals which should be directed to increase of visitors' satisfaction. Methods: Visitors satisfaction research has been done by electronic questioning. Research sample was randomly selected from the visitors of that event. Results: The obtained data are arranged in tables and graphs in the analytical part. In each of researched areas has been found few unsatisfied visitors, therefore are some suggestion to improve event. In general were visitors satisfied with the event and some research hypothesis has been disproved. Keywords: Sports marketing, marketing research, satisfaction, festival, BMX

Title: Objectives: Methods: Results: Keywords: Achievements offer for partners of selected Czech and Slovak football clubs of Synot liga and Fortuna liga during economic crisis The aim of this thesis is on the basis of analysis of the football marketing environment in Czech republic and in Slovakia and on the basis of analysis of the current offers for partners of Czech and Slovak football clubs to identify weaknesses and shortcomings in sponsorship relations. Results of analytical part will be used to create proposal implementation of sponsor activities of football clubs of Synot liga and Fortuna liga, including utilize of opportunities, that the current situation of economic crisis offers, due to differences of the Czech republic and Slovakia. In qualitative research of thesis I used descriptive case study, interview, observation, SWOT analysis, document analysis and comparative analysis. I applied these methods in the analysis of various football clubs, while I also used SWOT analysis in the processing of proposals. I used comparative analysis to compare marketing environment in selected football clubs. The data obtained from research helped me identify aspects of the marketing environment, in which individual football clubs have shortcomings. In addition to the specific proposals of cooperation...

Title: Three Chosen Football Clubs' Marketing Towards Fans Objective: Analysis of the marketing program three football teams and its application towards the fans on the literature, obtained materials and conducted interviews. Methods: Marketing analysis was performed by analysis of internal and external documents and publications relating to the topic, followed by unstructured interviews with fans and semi structured interviews with representatives of clubs SK Slavia Praha and FC Flora Tallinn. A case study was based on the study of sport organizations and institutions and captures descriptions of the relationship and defines the complexity of the problem. This descriptive case study is supported by SWOT analysis. Results: Comparison of marketing programs of examined football clubs and the ways in which these programs are applied. Keywords: Marketing, marketing mix, sports marketing, communication, fans

Este trabalho teve como objetivo principal verificar como são realizados os processos de segmentação e posicionamento por empresas inseridas na indústria esportiva no Brasil e, se os processos utilizados pelas empresas são os mesmos encontrados na literatura. Para alcançar esse objetivo, foram realizados alguns procedimentos metodológicos. A primeira etapa envolveu uma revisão da literatura onde buscou-se conceitos de segmentação e posicionamento de mercado e também, por meio da revisão da literatura buscou-se entender quais eram os pilares envolvidos no marketing esportivo. A segunda etapa envolveu uma pesquisa de campo, e para realização da mesma determinou-se que a maneira mais adequada de desenvolver essa pesquisa, tendo como foco o objetivo principal desse trabalho, seria desenvolver uma pesquisa descritiva/exploratória, qualitativa e a técnica utilizada para coleta de dados foi entrevista em profundidade. Foram então entrevistadas dez empresas produtoras de artigos esportivos as quais somadas, representam aproximadamente 68% da indústria esportiva no Brasil. A seleção das empresas entrevistadas deu-se por meio de conveniência e técnica \"bola de neve\". Para análise dos dados obtidos na pesquisa de campo, foi realizada uma análise global e posteriormente uma análise qualitativa de conteúdo. De modo geral foi possível identificar que a indústria esportiva é um mercado extremamente competitivo e portanto, poucas são as informações divulgadas nesse mercado. Outro ponto identificado através dessa pesquisa é que o comportamento das empresas inseridas nessa indústria é diretamente guiado pelas líderes de mercado, em um comportamento de \"ação e reação\" onde ou busca-se a liderança do mercado ou busca-se constantemente pelos GAPs de atuação das líderes, sendo estes \"buracos\" deixado pelas mesmas, oportunidade para atuação de outras empresas. / This work had as main objective to verify how are the processes of segmentation and positioning by companies inserted in the sports industry in Brazil and, if the processes used by the companies are the same found in the literature. To achieve this objective, some methodological procedures were performed. The first stage involved the review of the literature where we sought concepts of segmentation and market positioning and also, through the literature review, sought to understand which were the pillars involved in sports marketing.The second step involved a field research, and to achieve this, it was determined that the most appropriate way to develop this research, focusing on the main objective of this work, would be to develop a descriptive / exploratory, qualitative research and the technique used to data collection was an in-depth interview. Ten companies that produced sports articles were interviewed, which together represent approximately 68% of the sports industry in Brazil. The selection of the companies interviewed was by means of convenience and snowball sampling. For the analysis of the data obtained in the field research, a global analysis and a qualitative content analysis were performed. In general it has been possible to identify that the sports industry is an extremely competitive market and therefore, little information is disclosed in this market. Another point identified through this research is that the behavior of the companies in this industry is directly guided by the market leaders, in an \"action and reaction\" behavior where either the market leadership is sought or the GAPs left by the Market leaders, which become opportunities to other companies to act.

En ständigt återkommande uppgift för fotbollsföreningar är hur de ska locka supportrartill arenan. I denna uppsats har vi undersökt fenomenet relationsmarknadsföring och ivilken utsträckning det används inom den svenska elitfotbollen. De föreningar somberörts i fallstudien är BK Häcken, IF Elfsborg och Gais. Vi har kommit fram till att allaföreningar försöker etablera relationer med sina supportrar och även om ingen föreninguttryckligen använder de metoder som ryms inom relationsmarknadsföringens ramverk,finns ambitionen att arbeta mer med relationsskapandet. Föreningarna har som mål attskapa relationer med sina supportrar även om personalbrist och ekonomiska resurseroftast är orsaken till varför det inte sker i någon större utsträckning. Huruvida supportrarväljer att besöka arenan eller inte är alltid starkt förenat med hur det sportsligt går förföreningen. En annan aspekt som har visat sig vara avgörande är det geografiska läget detvill säga vart föreningen ligger i landet. Detta i kombination med att människor generelltblir mer bekväma bidrar till att skapa konkurrensutsatta marknader. För att supportrar skabesöka arenan mer frekvent har de allsvenska föreningarna som mål att utvecklaprodukten fotboll och göra det till ett mer heltäckande evenemang. Målet medundersökningen är att bidra till forskningen samt skapa ett intresse hos allsvenskaelitfotbollsföreningar. / Program: Civilekonomprogrammet

This research is intended to provide the stewards of social media for Brigham Young University's football program with information that will allow them to make better decisions on what kind of content will maximize engagement and enhance brand loyalty among fans and consumers on Facebook. Using several variables, including the type or theme of content, post frequency, and sponsorship, content was compared against that from the University of Oregon's football program for the 2017 season. The results, found using quantitative data analysis, reveal that some variables have a significant impact on the quantity of engagement from viewers for both programs and provide valuable insights that will allow the universities to improve how and what they deliver on their Facebook pages.

In today's society there are a lot of offers towards consumers, where they actively have to choose the most appealing offer. In order for an offer to be attractive it must add value in line with the customers demand. Also, it requires that the offer provides a sufficient level of attraction so that the customer selects the particular product/service over another. Furthermore, each offer must exceed the expectations of the visitors to an event, so they feel that the event is something "extraordinary". We have chosen to study how LHC (Linkoping Hockey Club) works with marketing in order to improve the overall customer experience. LHC was founded as a sports club whose aim was to achieve success in ice hockey. Ice hockey clubs are today big business which points toward that the sport is so much more than just ice hockey. The clubs needs to be successful and result oriented both within sports and business. Today LHC experiences difficulties in attracting and engaging its spectators in the hockey games and events that they host, the support fluctuates and the relations with both supporters and visitors are poor. There are many ways for how an organization can enhance the overall customer experience which means that sports clubs need to focus more on what the market demands which is to deliver a total experience. A total experience must be created so that the visitors feel an added value. From LHC:s point of view this means that they need to put a lot of effort in to their hosting events but also strive to strengthen the brand with the aim to capture market shares.From the above discussion this essay will answer the following questions: Why has LHC not been able to attract and engage its audience despite sporting success? How does LHC work today and how should they work in order to improve the overall customer experience? In order to answer and analyze the above questions, we have analyzed and used the theories which include the area of Marketing, Sports Marketing, Marketing Mix and the so called "experienceroom". The empirical data consisted of a series of interviews with supporters and LHC:s organization. This study shows that LHC tends to focus too much on how many visitors they had and how much revenue each event gives in return, contrary to this LHC needs to focus more on the demand. It has also emerged that LHC has a poor relationship with their fans and visitors, and if this is improved, it would mean that the involvement of the fans would likely be increased. This would contribute to the club's financial and sporting performance increases. It is also of great importance for LHC to create good atmosphere in and around the ice hockey games, this would involve the audience and supporters more in every hosting event. LHC should not only focus on events that are related to ice hockey but rather strive to deliver a total customer experience. This can then be a part of the overall marketing strategy, which should have incentives to deliver experiences and added value for the visitors. Something that also is important to consider is the staff who works with each individual event, i.e., that they have passion and dedication to add value for visitors in the experience room and service meetings that occur.This will then contribute to the situation where LHC will strengthen its brand, which in return creates a basis for attracting new customers in the form of sponsors, investors and ultimately more visitors. / I dagens samhälle finns det mängder av olika erbjudanden som konsumenter ställs inför genom olika marknadsförningskanaler, där de aktivt måste välja det erbjudande som är mest tilltalande. För att ett erbjudande ska vara tilltalande så måste det ge ett mervärde i form av upplevelser. Det krävs även att erbjudandet ger underlag att skapa en tillräcklig attraktion så att kunden väljer just den produkten/tjänsten framför ett annat. Vidare bör även varje enskilt erbjudande överträffa besökarnas förväntningar, för att på sätt leverera något ”utöver det vanliga”. Vi har valt att studera hur LHC (Linköpings Hockey Klubb) arbetar med marknadsföring för att öka den totala kundupplevelsen. LHC startades som en idrottsförening vars syfte var att nå framgång inom ishockeyn, men ishockey handlar dock så mycket mer än om själva idrotten. Ishockeyklubbarna är idag stora företag vars syfte är att vara resultatrika, både sportligt och företagsekonomiskt. Idag har LHC svårigheter med att attrahera och engagera sin publik, stödet fluktuerar och relationerna med både supportrar och besökare är undermåliga. Det finns många olika sätt för hur en organisation ska kunna öka den totala kundupplevelsen. LHC arbetar mycket med sina evenemang för att stärka sitt varumärke, målet är även att ta marknadsandelar och på så sätt öka antalet besökare. I dagens Idrotts-Sverige går oftast idrottsliga framgångar och ekonomiska medgångar hand i hand, vilket medför att idrottsklubbarna måste lägga stort fokus på vad marknaden efterfrågar. En helhetsupplevelse måste skapas för att besökarna ska känna ett mervärde, dvs. att fokus inte enbart bör ligga på det sportsliga evenemanget. Utifrån ovanstående diskussion förväntas denna uppsats svara på följande frågor:Varför har LHC inte lyckats attrahera och engagera sin publik trots idrottliga framgångar? Hur arbetar LHC idag och hur borde de arbeta i framtiden för att öka den totala kundupplevelsen? För att svara och analysera på ovanstående frågor har vi tagit hjälp av den teori som föreligger inom ämnet marknadsföring där bland annat Sports Marketing, relationsmarknadsföring och upplevelserum studerats. Det empiriska materialet har bestått av ett antal intervjuer med supportrar och nyckelpersoner inom LHC:s organisation och detta material har vidare analyserats genom den kvalitativa metoden. Denna studie visar på att LHC tenderar att fokusera för mycket på hur många besökare de haft, samt hur stora intäkterna varit vid varje enskilt evenemang istället för att koncentrera sig på att möta efterfrågan. Det har även framkommit att LHC har en undermålig relation till sina supportrar och besökare och om detta skulle förbättras så skulle engagemanget hos publik och supportrar sannolikt öka. Detta skulle troligtvis även göra att klubbens ekonomiska och sportliga resultat ökar. För övrigt så spelar varumärket en stor roll och det är vikigt att LHC ständigt arbetar för att stärka och bibehålla varumärkets status. Det även av stor vikt att skapa en delaktighetskänsla hos publik och supportrar för att skapa en god atmosfär i och kring ishockeymatcherna. De bör således inte bara fokusera på evenemangen som är relaterade till ishockeyn, utan snarare sträva efter att leverera en total kundupplevelse som inkluderar alla evenemang. Detta kan sedan vara en del i den totala marknadsföringsstrategin vilket bör ha incitamenten att leverera upplevelser och mervärde för besökarna. Något som även är viktigt att beakta är personalen som arbetar med varje enskilt evenemang, dvs. att de känner engagemang och dedikation för att skapa ett mervärde för besökarna i de upplevelserum och servicemöten som förkommer. Detta kommer sedan att bidra till att LHC stärker sitt varumärke, vilket i sin tur skapar underlag för att attrahera nya kunder i form av sponsorer, investerare och slutligen fler besökare.

This paper seeks to examine how major college athletics have grown into a billion dollar industry, and the way businesses, advertisers and the schools themselves can effectively grow their brands. By understanding the theoretical framework referenced by the social identity theory, disposition theory and identity through mass media, this paper offers a look into the reasoning for America’s strong affinity towards college athletics. Resulting in a mass market for intercollegiate sports delivered though various media outlets, and the business models that conferences and television networks operate in an effort to capitalize on their demand. In addition, the observation and analysis for organizational dissension between conferences and membership is explored in order to better understand the reasoning for shifts between university teams and conferences. / text

Šiuolaikinio profesionalaus sporto specifika lemia, kad profesionalių sporto klubų sėkminga veikla, sportiniai pasiekimai yra priklausomi nuo tikslinių auditorijų. Todėl ir sporto klubų komunikacija turi būti atitinkamai formuojama atsižvelgiant į tų tikslinių auditorijų poreikius ir lūkesčius. Sporto marketingo komunikacijos tyrėjai sutinka, kad gerbėjai, svarbi ir gausiausia sporto klubų tikslinė auditorija, galinti tarnauti ir kaip kanalas kitoms tikslinėms auditorijoms pasiekti. Todėl galima daryti prielaidą, jog gerbėjų klubai, sudaryti iš aktyviausiai palaikančių komandą individų, vaidina esminį ir specifinį vaidmenį profesionalių sporto klubų komunikacijos formavime. Šio darbo teorinėje dalyje nagrinėjama sporto marketingo komunikacijos specifika, išskirtinumas lyginant su tradicine marketingo samprata. Nustatomos pagrindinės profesionalių sporto klubų tikslinės auditorijos ir jų svarba minėtiems sporto klubams. Toliau nagrinėjami gerbėjų bazės formavimosi teoriniai modeliai, ypatingą dėmesį skiriant socialinio identiteto ir savęs atitikimo teorijoms. Taip pat išskiriami ir analizuojami atspindėtos šlovės įsisavinimo, atspindėtos nesėkmės atmetimo fenomenai bei spindesio efektas. Nagrinėjamos gerbėjų tipologijos, sudaryta apibendrinta gerbėjų tipų klasifikacijos schema. Teorinė dalis yra pabaigiama profesionalių sporto klubų vykdomos sporto marketingo komunikacijos ir gerbėjų santykio analize. Šio darbo tyrimu siekiama išnagrinėti komunikacinį santykį tarp... [toliau žr. visą tekstą] / Specifics of modern professional sports determine that successful activities of professional sports clubs, achievements are depended on target audiences. So communication of sports clubs also has to be shaped accordingly to mentioned target audiences needs and expectations. Sports marketing communication researchers agree that fans are important and the most numerous target audience and sports clubs, which can also serve as a communication channel to reach the rest target audiences. So presumption can be made, that fan clubs, containing of the most active supporters, acts a fundamental and specific role in formulating professional sports clubs communication. In theoretical part of this work specific of sports marketing communication and its oneness comparing to traditional conception of marketing is analyzed. Also, main target audiences of sports clubs and their importance are determined. Furthermore, fan base formation theoretical models are analyzed, giving special attention to social identity and self congruity theories. Moreover, basking in reflected glory, cutting off reflected failure phenomenon and the halo effect are distinguished and analyzed. Typologies of fans are studied; generalized fan types classification scheme is made. Theoretical part of this study is finished with sports marketing communication and fans relation analysis. This case research purpose is to analyze the communicative relation between professional sports club and fan club. Kaunas “Žalgiris“... [to full text]