This thesis analyze the conception of the sport centre in Brno za Lužánkami. The area has a very extensive sport history, which dates back to 1922. Nowadays this topic has been very discussed because of the hockey and football history in the place of Lužánky. Hockey and football teams were forced to abandon Lužánky as a consequence of decrepitude and very bad technical aspects of the buildings. The diploma thesis deals with the new concept of the entire area where the professional and leisure sport activities will take place. The extensive architectural study of the multifunctional hockey stadium resolves the location of the object on the same place as the previous stadium. It put emphasis on the generous scattering area around the stadium, easy navigation and placement of the entrances from all around the object. The multifunctional usage of the stadium is solved by the telescopic grandstand and it offers the standard capacity of 10 500 spectators at a hockey match and up to 14 300 spectators at a concert event. The main expression element of the exterior of the stadium are the facade lamellas. They accentuate the ground floor with their dynamic placing and clearly indicate the main entrances to the object. In the night the glasses lamellas are shined by the integrated LED lights and enable to switch endless different faces of the stadium according by the current occasion.

The thesis analyses the current economic position of the football club HC Kometa Brno, a.s. (joint-stock company), including the analysis of motives and conditions for the sponsorship of the club. The primary task of this thesis was to create a theoretical description of the points at issue of marketing (or marketing mix), suggestions for improving the operation of hockey club, financial analysis sponsorship opportunities and consequentially their practical use.