The aim of this thesis is to analyse and evaluate the marketing strategy of a professional basketball club which currently acts in the highest competition in the Czech Republic Mattoni NBL and purpose its possible improvement. The thesis is based on theoretical knowledge of administration and financing of sports organizations and on marketing with the focus on sports. The practical part is based on marketing situational analysis and mainly on my own research. These will be the basis for the analysis and evaluation of each segment of the club's marketing strategy and also for purposing specific measures to enhance them and make them more effective.