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This diploma thesis deals with effects and consequences of touristification in the spa town of Teplice. The aim of this work is the analysis of current state of Teplice's spa therapy and monitoring of functional changes in the town. The emphasis is placed on activities, relational links and the level of co- operation and attitudes of the main participants in the tourism in the town. An inseparable part is also an opinion poll (investigation) among local residents. The aim of this dissertation is, except for findings and an evaluation of effects of touristification in the area of interest, also the suggestion of steps leading to stabilization and improvement of the situation. Powered by TCPDF (www.tcpdf.org)

Title: Rebranding of the sport clubs in the Czech Republic Objectives: The aim of the work is to draw up recommendations for clubs planning rebranding. The recommendations will be drawn up on the basis of an analysis of the rebranding of the clubs examined - AC Sparta Praha and HC Dynamo Pardubice. The analysis is focused on how the clubs AC Sparta Praha and HC Dynamo Pardubice exploited the potential of rebranding. Methods: Methods of qualitative research were used in this work. The method of in-depth interview in the form of a semi-structured interview was used to find out information on brand changes of the clubs studied. The method of case studies was used for a more detailed overview of the topic of rebranding. The case studies of rebranding of foreign clubs were used in this work. The case studies of the clubs studied were also created. Another method was the analysis of documents, which ensured the reliability and validity of information on the topic of rebranding. The last method was the discussion in the focus group with experts and fans. This method was used to gain a better understanding of the issue, to gain further information and different attitudes, views and opinions on rebranding. The findings of the discussion were used to make final recommendations. Results: As part of the...

Title: Rebranding of a selected sports company Objectives: The work's objective is to develop a partial rebranding of Flyboard.cz company. Methods: Qualitative research methods were used in this thesis. More precisely, in-depth interviews with the owner of the company, Mr. Filip Mentzl and the managing director of the company, Mr. Štefun Hornik were utilized. Furthermore, an analysis of internal documents, existing elements of Flyboard.cz and all communication channels of the company and its main competitors on the water sports market was conducted. Results: The result of this thesis is a partial rebranding of Flyboard.cz and its main communication channels. These include the website and social networks Facebook and Instagram. Keywords: adrenaline sports, website, identity, brand, digital marketing, online marketing, branding

Title: Management of the international sport event in softball at the time of the covid pandemic Objectives: The goal of the study is to elaborate the specific measures and recommendations how to improve in future the management of the international softball events in the Czech Republic based on the management evaluation of the Junior Women's Softball European Championship U-18 and to point out the impacts of Covid-19 on the organization of the specific international event and to find out the effective answers to them for future. Methods: The study used the method of both qualitative and quantitative data researches. The qualitative research was conducted as a structured interview with the main organizer of the event. The quantitative research was done with use of a marketing research, namely the method of the Brady model of service evaluation, in a form of questions targeted on service evaluation of the event by the participants (primary data collection). The quantitative research of this thesis was further composed of the results of own unparticipated observation. Next, the method of the SWOT analysis was used. The secondary data collection was conducted as an analysis of the specialized texts on management and project management of the sporting event. Results: The results of the study provide a...

Title: Market research of handball sportswear in the Czech Republic Objectives: The aim of this thesis is to obtain a cmprehensive overview of the situation on the czech market for wprotswear for handbal players, which can be used by already existing companies and also the companies that wanted to enter this market. Methods: In order to obtain primary data, qualitative methods were used in the form of an in- depth interview with the owner of the largest online store in the Czech Republic focused on handball, as well as quantitative methods in the form of a questionnaire survey of Czech handball players. Business data from the given e-shop is used as a source of secondary data. Results: Key words: company, customer preferences, brand loyalty, online store

Title: Congruence of Brand Personality of Selected Tennis Brand and Brand Personality of a Tennis Player Objectives: This work aims to identify and analyse the brand personality of the brand. After identifying both brand personalities, the correlation will be used to determine if brands have the same characteristics and whether there is any dependence between them. Methods: The method of quantitative electronic survey was used in this thesis. Data from respondents were collected with the use of an electronic questionnaire. The research sample consisted of respondents with knowledge of the examined brands. Data were analysed using descriptive statistics (arithmetic mean, mode, standard deviations) and regression and correlation analysis. Results: Based on the research data, we can state that both examined brands are perceived as dynamic, active, and simple. Despite having the same characteristics classified as most descriptive, the dependency occurred only in one of the twelve examined characteristics. Keywords: brand personality, tennis, branding, corporate image, brand management

Title: Management implementation of the basketball tournament Easter Cup Klatovy Objectives: The main goal of this thesis is to improve management of the basketball tournament Easter Cup Klatovy. The aim is to detect its shortcomings and eventually propose recommendations for the upcoming years. Methods: This thesis uses methods of the quality research. As part of the case study, the document analysis took place first, followed up by the semi-structured interview with the main event coordinator used for getting valuable in-depth information. Lastly, two informal interviews took place to get more of a practical point of view. Based on all the data collected, the final SWOT analysis was put together. Results: The result of this bachelor thesis is a detailed analysis of the basketball tournament Easter Cup Klatovy. This analysis led the author to the following findings: the biggest strength of the tournament is the quality level as well as its loyal customer base. On the other hand, the tournament's biggest flaw is its high registration fee together with its unclear organizational structure. The biggest opportunity seems to be the social media improvement and the biggest threat for this sport event could be the failure or the lack of personnel. Furthermore, specific recommendations and suggestions are...

Title: The popularity of ČT sport in comparison with to other television stations Objectives: The main aim of this bachelor thesis is to find out and describe the popularity of the sports station ČT sport in comparison with other television stations. Thesis is aimed at establishing the popularity of this television station of viewers through a questionnaire survey. At the end of the thesis, based on the research, mention possible recommendations. Methods: The marketing research of this thesis has consisted in the use of a quantitative method. For this research of popularity of television channel ČT sport was used a method of electronic inquiry published on the server Survio.com. The theoretical part is based on the literature research. Results: According to the held research, it was found out that in addition to determining the popularity itself, it is very important to take into account how we look at it. The station ČT sport is still pretty popular and well-known among passive sport viewers. The viewers prefer its sports broadcasts also they are satisfied with them. They are also relatively pleased with the work of the personalities who can be seen in the broadcast. The most famous and popular faces are the commentators - Robert Záruba and Jaromír Bosák. The fact is that part of the audience...

Title: Research of online shopping preferences in Charles University students actively engaged in sports under the influence of the covid-19 pandemic Objectives: The aim of the diploma thesis is to identify current preferences of students actively engaged in physical activity on selected faculties of Charles University in online shopping. The research participants will evaluate individual factors that influence their attitude towards shopping on the internet and the impact of the covid-19 pandemic on their shopping behavior. Based on this data, measures and recommendations will be proposed, which should help merchants understand the current expectations and demands of customers and thus improve user comfort when shopping online. Methods: The quantitative method of electronic questioning was used to obtain the resulting data. The content analysis was also used in the analysis of studies, professional articles and surveys focusing on the given issue, as part of this thesis. The resulting data were processed using basic descriptive statistical operations, such as absolute frequency, relative frequency and mean value. Results: The results of the study show that there has been an increase in the use of online shopping among the monitored sample of people. In terms of the impact on shopping behavior in...

Title: Marketing value of brand with sport equipment in the Czech Republic Objectives: The main goal of this bachelor's thesis is to conduct research of themarketing value of the BU1 brand, which specializes primarily in the production of football goalie gloves and other sport products.The follow-up goal is then the construction of certain recommendations, assembled on the basis of the performed research, which should strengthen the current position of this company on the market. Methods: For the purposes of this thesis, one of the quantitative methods of marketing research was chosen, namely electronic survey. An online questionnaire created by using Google forms was used to collect data from respondents. A sample of respondents that are situated in the field of football in at least some way, such as fans, players, implementation teams, coaches and so on, was chosen as the research group. The fact that thetarget group of the above- mentioned company consists mainly of football customers contributed very significantly to the decision on the examined sample. Results: After evaluating all the answers, it turned out that consumers in the football environment have a relatively strong awareness of the surveyed company. This awareness becomes even stronger in connection with goalie gloves, which resulted...

Title: The influence of sport migration on Czech volleyball Objectives: The aim of this diploma thesis is to use statistical analysis to examine the dependency between number of foreign players operating in Czech volleyball clubs and the achieved winning percentage in the basic part of the Czech extra league for the seasons 2010/11 to 2021/22. Furthermore, the dependence between the number of Czech representatives playing abroad and the performance of the men's national team at international competitions was statistically analyzed. The obtained results are then compared with the results of in-depth interviews with selected players and coaches, who help explain the findings and provide additional information from practice. Methods: The work contains a combination of quantitative and qualitative methods in the order of sequential triangulation. The first method deals with finding the tightness and type of statistical dependence through the Spearman correlation coefficient. The second method concerns conducting semi-structured in-depth interviews, according to an outline created on the basis of statistical results. Results: The migration of players has a significant impact on the Czech extra league and the Czech national team. The low number of Czech players forces clubs to use foreign players in...

Sportclub Řevnice, z.s. and Řevnice, rising inflation and rising of possibility of getting a facility subsidy from NSA, rising number of Řevnice inhabitants, towns's positive relation to the sports, low unemployment rate západ and a technology called "Klubové prostředí". As

Title: The National Youth Sport Festival as a motivation for athletes' careers Objectives: The aim of this work is to evaluate the factors of athletes' motivation for participation at the National Youth Sport Festival and the perceived image of the event. The inclusion of athletes without participation and with participation at the event in the research allows a comparison of the perceived image between these two groups of respondents. Methods: Both quantitative and qualitative methods are used in this thesis. Electronic interviewing of the National Youth Sport Festival participants and members of sports association without participation was the main method of data collection. The questionnaires were compiled according to foreign studies. The electronic interviewing was supplemented with an in-depth interview with a marketing expert. Results: The results show, that the National Youth Sport Festival is fulfilling the main mission in the mind of participants. The sports event brings participants not only experiences, but also fun, enjoyment and new friendships. The event is a motivational event that motivates not only to recreational but also professional sport. The media pressure during the event is not significant to spoil the participants' attitude towards sports. Image of the event is positively...

1 Abstract Title: Implementation of managing of swimming sport event Objectives: The aim of this work was to identify shortcomings in the organisation of 36. International Czech Masters Swimming Championships and to create proposals for improving the organization of other events organized by the swimming club in Mladá Boleslav. Methods: For the purpose of this thesis, qualitative and quantitative research methods were used. The selected event was described in detail using the case study method. A questionnaire survey was used to collect data from the participants of the event and through an interview with one of the organizers, the organizing team's perspective on the event was obtained. Results: The results show that the participants saw the shortcomings of the event more in the place where it took place. They criticised its size and lack of facilities. Although this is a factor that cannot be completely influenced by the organizing team, solutions were proposed. The only organisational shortcoming identified was the lack of feedback, which could be a valuable tool for future actions. Even for this shortcoming, the thesis proposes recommendations for improvement. Klíčová slova: swimming, management, management of sport event

Title: Volunteering as an allocation of human resources in sports organizations Objectives: The objective of the thesis is to recommend the most suitable Belbin roles for job positions in sports organizations based on knowledge from research and literature. Methods: The thesis uses qualitative and quantitative research. Qualitative research will take place in the form of dialogue and subsequent discussion of the Focus Group with representatives of sports organizations. 9 respondents will participate in this group discussion. Quantitative research is conducted among volunteers in sports organizations through electronic surveys and the Click4Survey tool. The Belbin test is part of the questionnaire survey. The questionnaire survey includes a sample of 305 respondents. Results: The results of qualitative research show that the positions offered to volunteers include the positions of administrative worker, assistant, supervisor, organizer and coach. The results of quantitative research show that the most represented role in volunteers, according to Belbin's typology, is the role of the Implementer. There is no statistically significant relationship between the job position and the role of volunteers, however, based on the findings from research and literature, the author recommends the most suitable...

Title: The effect of material demands and socio-economic status of families on the choice of sport Objectives: Find out if material support in the form of renting hockey gear enables families to overcome the barrier of financial demands when choosing ice hockey as a sport for children. Using the material support may be related to level of socioeconomic status. Therefore, the dependence of using material support and level of the socioeconomic status will be examined. Results can be utilised for better planning of projects which aim at supporting and expanding the membership base of ice hockey or other sports. Methods: In the thesis secondary data analysis method will be used. Moreover, primary data will be collected, using quantitative method of questioning. Results: Failure to provide material support is not a significant barrier for choosing ice hockey as a sport for children. The possibility of material support rather allows parents to easily and quickly provide their kids with hockey equipment in one place. Thanks to this, their children can try ice hockey for the first time. Possibility of renting equipment free of charge means that parents do not primarily look for a reduction of costs on purchasing of hockey gear. The socio-economic status of families whose children play ice hockey is rather...

1 Abstract Title: Marketing research of brand image with running assortment. Objectives: The aim of the bachelor's thesis is to identify the current image of the Mizuno brand in terms of users of running equipment at UK FTVS through marketing research. It is about finding out, what associations respondents associate with the brand, how they perceive the brand, their awareness of the brand related to a certain knowledge of the brand and last but not least, their experience with the brand. Based on the results of the research, measures will be proposed that would lead to the improvement of both partial impressions and ideas as well as the overall image of the Mizuno brand and help to improve its position on the Czech market. Methods: The method of work is marketing research carried out using electronic research. Results: The results of the study show that the respondents have a fairly acceptable knowledge about the origin of the Mizuno brand, its logo and its authentic running technologies. However, few respondents were able to correctly identify the Mizuno brand slogan, which is not very encouraging given the importance for the brand. In terms of awareness among respondents, in connection with the run the Mizuno brand ranked 5th behind brands such as Nike, Adidas, Asics or Reebok. The last two mentioned...

Title: Systems of Sport Financing from State Finances in the Czech Republic and in Chosen Countries in Europe Author: Mgr. Jan Procházka Abstract: The goal of the research was to analyse different models of sport financing in the Czech Republic and comparable countries in Europe, and based on this analysis, to propose modifications allowing to stabilise and further develop the Czech model. It was a qualitative research. Regarding methods, it was based on literature research, and analysis of scientific literature, official documents and other sources, and the main research with the help of a structured survey. The latest one was complemented with interviews and personal communication. A pre-research, based on another survey, was an intermediate step for fine-tuning the final survey. Notwithstanding huge problems in obtaining data and even with communication with contacted parties, an important set of data was obtained, and that mainly in comparison with former research, which was appreciated during discussions at conferences and by other interested parties. The research was successful in getting structured information from ten European countries. Baaed on the analysis mentioned above and that of the Czech model, modifications allowing to improve sport financing in the Czech Republic were proposed....

Title: The comparison of marketing mix of two yoga studios in the role of competitors. Objectives: The aim of this work is to find out which yoga studio is advantageous for students and which would boost their loyalty. The comparison is made by analysis of marketing mix of these studios. Methods: In our research we used a method of comparison and a qualitative method of in-depth interview with eight respondents, who tried both studios for the first time. There is used a method of semi-structured interview. Results: There was drawn that respondents are quite satisfied with services of both studios from results of the research. There is no clear conclusion, which studio is more advantageous. Nevertheless, respondents said some remarks which should be rectified in order to improve services of both studios. Keywords: customer, marketing, sports services, in-depth interview, service quality

Title: Marketing plan of a sports club in a non-profit environment Objectives: The main aim of this thesis will be to create a marketing plan for non-profit sports organization TJ SK Markvartice based on collected and analyzed data. The created marketing plan will be based on an analysis of the current situation of the club and at the same time use the knowledge of non-profit marketing so that the goals set are achieved in 2020-2024. Methods: In our work we used methods of participatory observation, semi-structured interviews, analysis of texts and documents and SWOT analysis method. All these methods were applied in order to create a detailed situational analysis of the researched sports organization, which helped to identify the most important factors affecting the researched entity and based on them to determine marketing goals and strategies of the sports organization. Results: Based on a thorough scrutiny of the club's target market (social group) and factors influencing the internal and external environment of the sports organization, the most suitable marketing strategy has been chosen. The implementation of this marketing strategy was carried out in the form of complex of preferred marketing precautions, which we identified as the most important elements with regard to meeting the set...

Title: Development of media coverage of Floorball in the Czech television Objectives: The main objective of this bachelor thesis is to determine the evolution of floorball medialization in Czech television, primarily between the years 2012 and 2019. Another objective is to determine how the medialization is perceived by executive committee of Czech floorball and by the top floorball clubs in the top Czech male floorball competition - Superlize florbalu and through the interviews to find out what is worth the fluctuations in broadcasting. Methods: To determine the development of medialization of floorball in the Czech television was used a method of internal data analysis, the data will be provided by the Czech television itself. The other method is an electronic survey, which was used to evaluate the perception of floorball medialization by selected clubs and executive committee of Czech floorball. Results: The space devoted to floorball on the ČT sport program has slightly increased between 2012-2019, except for the year 2015 and 2019. The media coverage of floorball is influenced by a major event such as the World Championship or the Superfinal since 2012. Most space is given to the highest men's competition. The Executive Committee of Czech floorball and the individual clubs of the Superligy...

Title: Aplication of a business plan for the development of Judo Heroes, Institute Objectives: The main goal of this thesis is to apply the business plan to the condition of non-profit organisation Judo Heroes, Institute (JH), so to help the founders or other employees with strategic management or provide a substruction of external fund. Methods: The thesis contains desk research based on data analysis provided by Czech Statistical Office, Judo Heroes, Institute, their founders and Czech Judo Union. Other ressource was data on competitors websites, The Ministry of Education, Youth and Sports and individual schools. The research in the analysis of direct competition contained 4 competitors, which are (according to criteria set by the author) all direct competitors operating on the market. A simplified SWOT analysis was created for the largest direct competitor. The research in the analysis of indirect competition consists of 374 sports clubs and is based on websites study of all Prague schools, which present the prices on web. The incomes and outcomes analysis is based on the Institute's internal data. Results: The founders and members of the Institute should be aware of different character of Judo Heroes compared to other clubs that can be customers, competitors and partners depending on the...

Title: Activation of RunTour running series sponsorship Objectives: The main purpose of this master thesis is to create suggestions and recommendations for the future sponsorship activation of selected RunTour partners, as a follow-up on the presentation and analysis of their activation in 2018. As a secondary objective can be considered the systematic processing of sponsorship activation, which Czech literature still does not offer. Methods: In methodological terms, a case study was chosen that draws on observation of the author at the RunTour running races and especially on interviews with competent representatives of selected partners. Document analysis and interview with the event organizer were used to analyse the running series and sponsoring companies profile. Results: Given the descriptive nature of the research, it is not easy to summarize the results of the thesis. However, it can be stated that all three selected partner companies are aware of the importance of the sponsorship activation and have been clearly open to suggestions and recommendations of the author. Despite the different size of companies, it was generally recommended to establish mutual cooperation between partners. From sponsorship activation suggestions, which have the greatest potential for implementation in practice,...

Title: Marketing Research of Brand Value of Selected Tennis Brand Objectives: The aim of this work is to identify and interpret present perception of the Pacific brand value by its most common users - tennis players of any skill level, focusing on professional players, using the marketing research. Try to find possible improvements of the brand value. Methods: The method of quantitative electronic survey was used in this thesis. Data from respondents were collected with use of electronic questionnaire. The research sample consisted of respondents interested in tennis. Those who were familiar with the brand's products were also able to evaluate their quality. Results: Based on the research data we can state, that Pacific's brand awareness is still relatively small among tennis players. On the other hand, positive founding consequent from the research is that quality of the products was perceived as slightly above average. Respondents also informed, that after trying a product they remained faithful to the brand. Keywords: tennis, branding, goodwill, corporate image, brand management

Title: Legal and economic aspects of management of non-profit sports organizations in the Czech Republic compared to other country Objectives: The aim of the thesis is to compare the important legal and economic aspects of management of non-profit sport organizations in the Czech Republic and Slovakia. The subsidiary objective is to describe the current state of functioning of selected non-profit sports organizations in the Czech Republic and the Slovak Republic Methods: In order to achieve the objectives the method of document analysis and the comparison method is used in this thesis. The method of document analysis is applied to describe the current form of legal and economic aspects of management of non-profit sports organizations in the Czech Republic and Slovakia. The comparative method is used through selected comparative criterias to draw a comparison between the situation of non-profit sports organizations in both countries. Results: In the final part of the thesis the similarities and differences between non-profit sport organizations of the type of association in the Czech Republic and type of civic association in the Slovak Republik are described from the point of view of legal and economic aspects of management. The results of the final thesis consist of defining the strengths of the...

Title: Quality of sports services in private day care centers specializing in preschool education in Prague Objectives: The primary aim of this dissertation is to propose a suitable procedure for measuring the quality of sports services in private institutions specializing in pre-school education in Prague, from the customer's point of view. Methods: This study focuses on assessing the quality of sports services offered to children in private kindergartens. The study was conducted in the Czech Republic on a sample of ten private kindergartens based in Prague, which were selected from a register of private kindergartens compiled by the Ministry of Education, Youth and Sports. The Parasuraman, Zeithaml and Berry (1988) model of service quality, which was modified for the kindergarten environment, was used for the measurement. 510 parents participated in marketing research, representing 534 children. The questionnaire used, which was originally validated in the US, was transculturally translated. Three translators specializing in pre-school education participated in this intercultural transfer. The results of the survey were subjected to structural modeling, namely confirmatory and explorative factor analysis, and new modified versions of the questionnaire were designed based on their results....

Title: Comparison of marketing communication of selected Chance League hockey clubs Objectives: The following bachelor thesis is focused on the analysis and comparison of the current marketing communication of three ice hockey clubs playing Chance League. Based on the results of marketing qualitative research including semi-structured interviews with representatives and fans of each club. Methods: Marketing research is based on interviews with employees of each club and semi-structured interviews with 2 fans of each club. Based on these results the comparison method is used. Results: This thesis compares clubs in marketing communication. The research shows that clubs could use some communication tools more effectively. It has been found that some communication tools are not use at all. In conclusion there are written short recommendations for improving marketing communication for each club. Keywords: marketing, ice hockey, fans, public relations

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

This dissertation thesis deals with the use of full-time Masters' graduates of the Physical Education and Sport study program at Faculty of Physical Education and Sport at Charles University on the labor market. In the theoretical part a review of the current state of knowledge about the use of graduates on the labor market was completed, especially university graduates. On the basis of this review the construct of the use of Charles University Faculty of Physical Education and Sport graduate was operationalized and the main tool of the survey, the electronic questionnaire, was compiled. The basic set of the survey was formed by the graduates of the full-time Masters' studies program between the years 2010 and 2015 in the fields of Secondary School Teaching (double-subject), Physical Education and Sport (single-subject), Military Physical Education and Sports Management. 346 responses from 671 questionnaires were obtained (52% return rate). In the result part collected data was first analyzed by the chi-square test on the basis of 3 identification variables (gender of the respondents, field of study and year of graduation) and subsequently individual results of the survey were presented. These results were mainly related to respondents' transition to the labor market after having finished Masters'...

Title: Marketing communication woth fans of softball club playing Women Extraleague Objectives: The aim of this thesis is to analyse the current situation of marketing communication of those two softball clubs playing czech women's Extraleague and to create suggestions and recommendations for the improvement of marketing communication of those clubs and general recommendations for the clubs playing this league. Methods: The results of this work were made thanks to qualitative marketing research. The greatest benefit was brought by method of semi-structure interview with club managers and the questionnaire with fans. For more information about current situation of marketing communication was used analysis of documents, especially websites and social media. Then the SWOT analysis was created on the basis of results of non-structure personal observation and the comparison of marketing communication of those clubs was made on the basis of marketing research. Results: The results confirmed opinions of managers that the most used communication channels include social media, web pages and email communication. On the basis of results were identified individual weaknesses for each club in WOM marketing, sponsoring, merchandising, direct marketing and making games more attractive. For all these marketing...

Title: Role of brand in branding activities of Ice Hockey World Championship Objectives: The aim of this thesis is to create a new archetype of brand of Ice Hockey World Championship. This archetype is based on results of qualitative research which is focused on perception of brand of Ice Hockey World Championship from last 11 years (2007-2017). Methods: Written and electronic questioning was used in research focused on the perception of brand of Ice Hockey World Championship. This research is very important part of the thesis. The theoretical part is based on the analysis of documents (theoretical reflection). Descriptive analysis was used in the analytical part. Results: Archetype of brand of Ice Hockey World Championship was created in the thesis. This archetype was named The Fair Guy and contains some basic values typical of ice hockey (e.g. fair play, friendship or respect). Keywords: archetype, logo, mascot

Title: Effectiveness of advertising in Czech hockey league stadiums for the sponsoring companies. Objectives: Expression and evaluation of efficiency of advertising in Czech hockey league stadiums. Methods: Quantitative research among the Czech hockey league stadiums and comparison of acquired data within defined regional units. Used research methods are the descriptive analysis, qualitative polling, content analysis, calculation of media indicators and the comparison method. Results: Effectiveness of advertising in Czech ice hockey league stadiums was mathematically expressed, including statistic and graphic analysis. Index of effectiveness of stadiums and advert types was compared. Due to the low number of stadiums involved in research, the most and less effective advertising type and place was determinate only as a theoretical conclusion. Keywords: effectiveness, advertising efficiency, sport advertising, sport sponsorship

Název: Popularity of athletics by Czech athletic public and its viewing on Czech Television Cíle: The aim of the bachelor thesis is to find popularity of athletics in the Czech athletic public and to compare the obtained secondary data on athletics audience on Czech TV. Metody: Opinions and attitudes to popularity are found in respondents from the athletic family by means of written questioning. Using interview based on in-depth interviews, we get data on the issue of athletics programs on Czech TV and how the broadcasting itself is being prepared. The obtained secondary data on tracking of athletics on Czech TV was used to compare all the results. To create the theoretical part of the work, the method of document analysis was used. Výsledky: The results show that athletics belong to popular sports. The results are strongly outweighed by the opinions of men who tend to be more productive in athletics than women. Athletics in the Czech Republic confirm the rule that the number of men in sport exceeds women. Respondents' views on doping are comprehensible in that a substantial part of the public wants tighter penalties. Czech athletic public considered as a most popular athlets firstly Usain Bolt then Wayda van Niekerka and Mutazza Barshima, and athletic legends strongly favor Jan Železný's...

Title: Management and Marketing Concept of Production for the Development of Motorcycle Sport Objectives: The aim of the thesis is to assess the options to connect a concept of motorcycle sport for all with a selected segment of sports tools production (motorcycles) by designing a management and marketing concept for a domestic motorbike manufacturer in this segment with the aim of its further development. The combined function and object based concept involves a functional aspect: evaluation of the connection of the concept of a sport for all with a selected segment of sports tools manufacturing; and the object aspect: to design a management and marketing concept for a domestic manufacturer in the selected segment. Methods: The author applies general scientific methods as well as specific methods used in economic sciences. The study uses experiment and questionnaire survey with abduction as empirical methods representing theoretical or, as the case may be, logical methods. Explanatory methods are represented by analysis, synthesis and abstraction; the quantitative data was used for the deduction of possible causal relations; induction was used to facilitate formulation of conclusions relevant for the objective of the thesis. An important working method is also comparison, especially time...

Topic: Brand building of the football club in the Czech Republic Objectives: Master's thesis aims to propose a strategy of branding for the football club FK Dukla Praha for the years 2018-2023. The solution is based on the analysis of branding in three foreign sports clubs, one European league competitions and case study of rebranding. This part is followed by evaluation of branding in Czech football league. The results of these case studies are used to develop the branding strategy of the football club FK Dukla Praha, which will focus on developing brand loyalty of fans, club events and brand positioning against the competition. Methods: The thesis is based on the theoretical knowledge related to the given topic. For the detection and analysis of branding abroad, case studies, publicly available data and observation method were used. An analysis of the Czech environment in terms of branding was carried out on the basis of monitoring research. A method of expert interview with the club's frontman was used to create SWOT analysis and build the potential of the FK Dukla Prague football club. Results: The thesis brings a theoretical overview and assessment of branding in the Czech football environment and points to directions and projects that have potential for the future. Using a comparative method...

Title: Volunteering at sport events Objectives: The main objective of this thesis is to identify the most important factors that motivate volunteers in Czech Republic to their participation at sport events. A questionnaire was distributed amongst the volunteers. Detected data should help the organizers to understand what kind of people the volunteers are and help with their future recruitment. Methods: The following methods were used when writing this thesis: case studies, the analysis of the relevant and available documents, written questioning. Results: Results of the survey show that most of the volunteers are younger than thirty years and that women are slightly prevailing among them. Volunteers valued following motives as the most important for their participation: I want to help make the event a success, I want to be beneficial, I want to spend my free time in a meaningful way. In comparison with the foreign studies, which are analysed in this thesis, it showed that volunteers in foreign countries consider similar motives as the most important. Keywords: Volunteering, volunteers, motives, motivational factors, sport events

Title: Marketing communication in selected swimming schools in Prague region Objectives: The goal of this thesis is to evaluace the marketing communication in five selected swimming school in Prague and propose new and more effective marketing communication for different types of customers. Methods: I have used qualitative and quantitative marketing research methods. From the qualitative I used the technique of in-depth interview with the owners of swimming schools and structured observation. From the quantitative I chose the technique of electronic questionaires. The primary date of swimming schools helped me to achieve the finale results. Results: Based on the results, I found that the most effective and most used communication tools are websites. Most potential customers search information on swimming schools on websites. Another very important tool is personal recommendation, that has a great impact on potential customers. On the contrary, social networks, posters, leaflets or TV advertisement has no effect. Keywords: marketing communication, customers, swimming schools, marketing research, marketing tools, websites, social networks, word of mouth

Title: Leadership in non-profit sports organizations Objectives: The main objective of the thesis is to find out how managementship and leadership in non-profit sport organizations in the territory of the Czech republic. The issue of managementshipu is focused on the specific requirements of employers on workers, their qualifications, knowledge and skills. Then on employee motivation including evaluation and remuneration of workers, non-financial incentives and their opportunities for further personal growth. The issue of leadership is focused on the characteristic features of the manager, his leadership style and role in the organization. Then the situational conditions of success and failure. Methods: Research issues managementshipu is carried out using a questionnaire. Another used method is the interview, which is focused on the issues of leadership. Interviews will be conducted with the managers in the management of non-profit organizations in the sport. Results: On the basis of the results of the questionnaire research, it was found that the essence of managementshipu in non-profit organizations are not fundamentally different from the general principles. Interviews have shown that non-profit organisations in the sport seek out similar types of personalities, prefer the same style of...