The dissertation is focused on practical example of running marketing agency SPORT INVEST Marketing, a.s. and the performance of provided services to the selected athlete -- speed skater Martina Sáblíková. Based on the used methods -- questionnaire survey and interview- I assessed the answers and obtained data, from which result SWOT analysis. I recommended to marketing agency the suggestions to improve and to efficiency their procedures from the selection of athletes to seeking of suitable business partners. The dissertation shows that the selection of athletes is important, for agency and potential sponsors too. The success of athlete does not assure the other marketing utilization of athlete. Also promotion sponsors of athletes should become something special and ensure the main sponsors exklusive terms.

Ryglová, M. Consumer behaviour of selected segment in the fitness centre market in Brno. Diploma thesis. Brno: Mendel University, 2018. The diploma thesis focuses on the fitness centre market in Brno. The aim of the thesis was to characterize the behaviour of the selected segment (women of generation Y) on this market, to propose and economically evaluate marketing recommendations for commercial entities operating on this market. To meet this goal, were used the questionnaire survey (n = 310) and focus groups (n = 18). The results of the researches served as a basis for the creation of general recommendations for fitness centres as well as for case studies. The result of diploma thesis is the identification of factors, needs and preferences that influence the purchasing decision process of Y generation women.

The master thesis deals with investigation of customers satisfaction in selected Prague beach volleyball sports centre Beachklub Pankrac. The goal of this thesis is to analyse the customer satisfaction and suggest the steps, which leads to remove mistakes and increase satisfaction. In the first part, there is described theory of marketing research and customer satisfaction. The selected method for research was online questioning. Research sample was selected randomly from the visitors of sports centre. The results are arranged in graphs and detailed compare. The result of this research is to propose a recommendation which leads to increasing of customer satisfaction. In general, is the visitors satisfaction on high level.

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: Marketing plan for Czech association Sport for all for the years 2013 - 2015 Objectives: The main aim of this work is to draw up a marketing plan for Czech Association Sport for All for years 2013 - 2015. The formed marketing plan includes all steps needed for achieving marketing goals that are part of strategic objectives of the organization during the above mentioned period. Methods: In this thesis the following methods have been used: research into documents, an informal interview, questionnaire survey, SWOT and STEP analyses. All these methods have been employed to obtain information about Czech Association Sport for All. Results: The outcome of this thesis is the marketing plan for Czech Association Sport for All for years 2013 - 2015, which includes all the necessary requirements and thus could be used and inspire the organization in question to implement some marketing activities presented. Keywords: marketing, sport marketing, marketing of non-profit organization, marketing mix

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

Title: Marketing communications of AC Sparta Praha Objectives: The main objective of this thesis is to analyze contemporary state of marketing communications with the audience of AC Sparta Praha, identify deficiencies and develop a proposal to improve the marketing communications with fans of this club. Methods: In this thesis have been used methods of case study, analysis of available documents and texts, structured interview with director od marketing, and director of communications and public relations of AC Sparta Praha. Results: By the analysis of marketing communications of AC Sparta Praha has been found that several projects could be added. The proposal has been followed the concept of marketing communications, because i had not been detected considerable deficiencies. The proposal has come from the possibilities of the club to be realized. Keywords: sport marketing, football, communication strategy, social media, fan

Topic: Trends marketing on social networks and their use in sport Objectives: The main objective is Diploma thesis is a study of current trends in marketing on social networks toward use in sports. Methods: In thesis were analyzed current trends in marketing on social networks with application to sport and used to analyze methods of monitoring, observation. Further, it was in sports topic also used semi structured interview with the PR managers of sports organizations and a questionnaire survey among people related to sport. Results: The result of this Diploma thesis is a conceived predictions and recommendations marketing trends on social networks for sport. Key words: Interview, marketing, marketing trends, social networks, sport marketing.

První kapitoly práce (teoretické) vysvětlují pojmy jako sportovní marketing, event marketing a partnerství ve sportu. Dále analyzují postoj lidí ke sportu a jejich životní styl. Diplomová práce samotná následně hodnotí dosavadní marketingové počínání společnosti Prague International Marathon, spol. s r.o. (PIM) a veškerou marketingovou orientaci zaměřenou na zákazníky ? běžce, diváky a partnery. Poukazuje, jaké nástroje společnost používá směrem k široké veřejnosti na území hlavního města, na celém území České republiky a za hranicemi státu. Dále charakterizuje komunikaci se stávajícími partnery, co jim partnerství s PIM přináší a jaké jsou jeho výhody, popř. úskalí, jaké jsou přednosti, popř. nedostatky v oblasti této komunikace. V neposlední řadě zkoumá kompletní povědomí o sportovních a kulturních akcích společnosti PIM a efektivnost použitých komunikačních nástrojů v porovnání s mediální odezvou na akce organizované PIM. Závěrem jsou uvedena marketingová doporučení diplomantky.

Title: Football match of AC Sparta Praha as a product for marketing Objectives: The main goal of the thesis is to elaborate suggestions and recommendations for improvement of marketing activities on the match-day. Methods: The improvements are based on electronic interviewing AC Sparta Prague fans and personal interviews with marketing experts in the field of football. Direct observation without use of technique was used as well. Results: Recommendations and suggestions are focused on making more effective use of the marketing elements of AC Sparta Prague football matches. The main reasons for fans dissatisfaction are lack of toilets and its uncleanness, low capacity of food stall and slow operation. Safety and match-day program can be improved as well due to fans' opinion. Key words: Sport marketing, fans' satisfaction, marketing research