The main aim and meaning of this thesis is to provide the organisation of Dukla Plzeň with realistic inputs for work with motivation and stimulation of sports shooters, based on theory and empirical research. Areas focused on by empirical research are sports performance and sports and performance motivation of shooters in Dukla Plzeň. Methods used for researching are a written questionnaire and personal, oral interviewing. The empirical research identifies motives of shooters for participation in sports shooting and motivational and stimulating factors impacting one's sports performance. Based on obtained research results, ways to motivate and stimulate individuals to sports shooting and increased sports performance are suggested. The research reveals interesting and surprising learnings, fully utilizable for coaching practice at Dukla Plzeň. A similar research has neither been conducted at Dukla Plzeň, nor at other shooting clubs in the Czech Republic; thus, it is being very popular with the management of Dukla Plzeň.

Work in February 1948 and the organization of the Czechoslovak sport unification with the situation in the Czechoslovak sport in 1945 -, 1957. During these years, the Czechoslovak Republic tumultuous political developments, which has translated well to the situation in Czechoslovakia physical education and sport. A major milestone occurred in 1952 when the death largest sports organization of the Czechoslovak Sokol and lead to the liquidation of the Organization, which referred to prvorepublikou democracy, which was in disfavor of the new political leaders of Czechoslovakia. The whole process of unification of Sport is finished in 1957, the establishment of the Czechoslovak Union of Physical Education and Sport, which had existed until recently.

This master thesis analyzes the sport marketing practices of a successful ice-hockey club in the Czech Republic. After the theoretical definition of the terms, the thesis discusses the surrounding environment of the selected club and evaluates existing marketing activities. That creates a foundation for the following in-person interviews with visitors of the selected match and mainly for a quantitative survey researching fans' opinions on the marketing communications of the club. The output of the thesis is a proposed club’s communication campaign for the upcoming season.