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Combining a hockey career and education is very challenging. Following this fact, the author tries to describe the phenomenon, which is the relationship between the sports career and the education of pupils, both from the point of view of teachers and from the point of view of coaches, using a grounded theory. The results of the first part indicate that parents, authorities and the rules set by them, the personality of the individual, the current age category, individual interviews within the club and the environment are important factors that interact with each other and influence this relationship. In part of the research investigation, the author of the second communication between the school and the club, and how this communication establishes rules. The results refer to the club's mediator, to closer contact between the coach and class teacher, to a modified school schedule and non-compliance with the rules. How a student perceives the relationship between education and a hockey career is primarily conditioned by the environment in which the relationship is formed. Parents, teachers and coaches are the most influential in this environment. Communication between the school and the club and compliance with their set rules has a significant influence on the education and hockey practice of pupils/hockey players.

Тенденции развития спорта в современном мире таковы, что он резко изменил условия своего существования и функционирования: из государственной структуры он стремительно превращается в систему коммерческих предприятий. Это влечет за собой кардинальный пересмотр всей идеологии спорта, его теоретико-философских оснований, взглядов на его историю, место и роль в культуре и на его перспективы. Целью исследования является выявление особенностей ведения предпринимательской деятельности хоккейных клубов КХЛ. В процессе написания статьи использовались аналитический и сравнительный методы, данные из открытых источников по проблеме исследования, анализ уставных документов исследуемых организаций, контент-анализ содержания официальных сайтов, нормативно-правовых документов. По результатам исследования автор пришел к выводу, что все профессиональные хоккейные клубы КХЛ, несмотря на организационно-правовые формы, при осуществлении своей деятельности выполняют одновременно две функции: социальную и экономическую. Исходя из двойственности статусов, выявлены особенности ведения предпринимательской деятельности хоккейных клубов. Анализируя экономическую составляющую, сделан вывод, что клубы находятся на самом низком уровне предпринимательской активности, мотивации к повышению эффективности деятельности организации нет, т.к. основу бюджетов клубов составляют поступления из региональных бюджетов и от госкомпаний. Таким образом, ещё раз поднимается вопрос о рассмотрении новых моделей управления и совершенствовании стратегии развития предпринимательства в клубах и лиги в целом. The trends in the development of sports in the modern world are such that it has dramatically changed the conditions of its existence and functioning: from a state structure it is rapidly turning into a system of commercial enterprises. This entails a radical revision of the entire ideology of sports, its theoretical and philosophical foundations, views on its history, place and role in culture and on its prospects. The purpose of the research is to identify the features of entrepreneurial activities of KHL hockey clubs. In the process of writing the article, analytical and comparative methods were used, data from open sources on the problem of research, analysis of the statutory documents of the studied organizations, content analysis of the content of official sites, regulatory documents. According to the results of the research, the author came to the conclusion that all professional hockey clubs of the KHL, despite the organizational and legal forms, perform two functions at the same time in carrying out their activities: social and economic. Based on the duality of statuses, the features of the entrepreneurial activities of hockey clubs were revealed. Analyzing the economic component, it was concluded that the clubs are at the lowest level of entrepreneurial activity, there is no motivation to increase the effectiveness of the organization, since the basis of the clubs' budgets is revenues from regional budgets and from state-owned companies. Thus, the issue of considering new management models and improving the strategy for the development of entrepreneurship in clubs and the league as a whole is once again raised.

В статье рассматриваются актуальные проблемы применения PR-технологий в формировании имиджа нижегородского хоккейного клуба «Торпедо». Целью исследования является разработка рекомендаций по повышению имиджа ХК «Торпедо» на основе применения PR-технологий. В статье достаточно подробно проанализированы основные технологии, которые клуб применяет для своего продвижения и формирования имиджа в сознании аудитории. Был выявлен ряд проблемных моментов, к которым относится низкая заполняемость стадиона во время не аншлаговых матчей, а также слабая узнаваемость и непопулярность хоккейного клуба среди молодой аудитории, а именно среди студентов. Практическая значимость данного исследования заключается в разработанной PR-кампании, направленная на вовлечение аудитории студенческой среды.

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: Motivation of companies for sponsoring ice hockey in the Czech Republic Objectives: The main goal of this work is to find out by marketing research what motivates companies in the ice hockey environment to provide their funds to clubs. Then formulate recommendations for club managers to help them achieve greater attractiveness in the eyes of sponsors. Methods: To obtain the necessary data, the research consisted of both quantitative and qualitative parts. Thus, a combination of two basic methods was used, namely electronic polling and in-depth interview. The results of the electronic poll describe the examined facts by means of variables (characters) that can be expressed by numbers. Those were created with scaling by the respondents themselves. The results are then processed using statistical methods and arranged in tables and graphs. To gain data less dependent on the opinions and abilities of the respondents, and to deepen the findings, an in-depth interview was conducted as an interview with the instructions. A development scheme was created to interpret the results. Results: Research has revealed a relatively broad spectrum of information about sponsorship. The most important thing is that companies run ice hockey sponsorship because of its popularity and its audience attendance....

The article discusses a number of issues on the organizational and administrative activities of HC "Amur", the strengths and weaknesses in the management of the club are considered, and best practices to optimize the management of HC "Amur" are highlighted.

Title: Marketing research of PSG Zlín fans' satisfaction Objectives: The aim of the diploma thesis is to find PSG Zlín fans' satisfaction and propose actions that would lead to an increase fans' satisfaction in following seasons. Methods: To determine the satisfaction of the fans of the PSG Zlin hockey club it has been used the method of a quantitative research with the help of an electronic questionnaire. This electronic questionnaire based on a large sample of fans enables to uncover sufficient data and analyses fans' satisfaction by various aspects. Results: The analysis and interpretation of data gained from marketing research have found that fans are very satisfied with many aspects. The most important thing for fans is the atmosphere in the stadium and the sport performance. The least interesting aspect was the supporting program, whom the fans are not completely satisfied. Overall, the greatest range for improvement was found in the allocation of a place for families and the improving of service during home matches. Regarding social networks, websites and merchandising exists mostly good satisfaction about the value of 2 (1 - very satisfied, 5 - very dissatisfied). Generally, fans would welcome more information, coverages and interviews behind the scenes of the club. Keywords: sports...

The bachelor thesis entitled "Comparison of Brand Building of Lev Praha and Slovan Bratislava in 2012-2014" describes and compares two hockey brands which participated in the Kontinental Hockey League within delineated period of time. The aim of the thesis is a comparison of two sports brands based on theoretical and practical findings. Furthermore, I would like to highlight both similar and different aspects of the aforementioned brands. In the theoretical part, the thesis presents basics of marketing and its tools, sport marketing and brand building. In addition, the profile of the Kontinental Hockey League is included due to participation of both clubs and also in order to clarify the broader context with the impact on brands. The practical part commences with an analysis of Lev Praha and then continues with Slovan Bratislava. Internal club resources, news portals and online sources were used so as to analyse these brands. The thesis describes in detail their history and identity, as well as their target groups and brand elements. Moreover, I also analyse the brand building process including information about the market and main competitors, the current state of brand and CSR activities. Lastly, the thesis focuses on marketing activities, especially on communication with fans, media, sponsors...

5 ABSTRACT There is fourteen ice-hockey clubs in the highest Czech professional ice-hockey league (called "Tipsport Extraliga"), but only two of them have a position of personalist in their organizational structure. This dissertation is aimed on the issue of HR operations administrated in terms of Czech professional sport organizations. On the bases of interviews with employees chosen from two Czech ice-hockey clubs I compare the execution of HR activities on the two clubs there is a special position for HR specialist, in the second one there is a leader or sport manager, who is executing the HR activities. There is also the analysis of HC Sparta Praha HR specialist position in the dissertation. In the special chapter there is the specification of HR processes executed in Czech ice-hockey clubs including processes aplicated in the past. Keywords: Personnel Management, HR specialist, HR activities, organizational structure, sports club, hockey club.

Title: Sport club HC Sparta Prague development prognoses Objectives: The main objective of this bachelor's thesis is to propose and draw up 3 possible prognoses of HC Sparta Prague financial situation development based on financial analysis of past years. Methods: In the first phase of the thesis a financial analysis from past 8 years is drawn up. The data required for the aforesaid analysis are gained from the analysis of the balance sheet, profit and loss account and financial ratios. The third phase deals with reconstruction of Taffler model for predicting bankruptcy. Based on the results of the financial analysis, 3 prognosis, namely optimistic, pessimistic and realistic are drawn up. The prognoses are drawn up using and taking into consideration the past development of profits and loss figures, as well as net income up to/till 2020. Modelling of the prognoses is carried out with the use of Forecast function in MS Excel. Results: The compared results of financial analysis and sports achievements have shown that the HC Sparta Prague financial situation develops depending on sports achievements of the extraleague team. The component prognoses were drawn up as follows: the best years were used for optimistic prognosis, the worst years for pessimistic prognosis, and all 8 years for realistic...

Marketing v športu je specifična veja marketinga, ki je v Sloveniji še dokaj neizkoriščena. Društva in klubi za enkrat še preveč zanemarjajo pomembnost pravilnega marketinga in zato se trenutno gospodarsko stanje, ki ne ponuja prav veliko sredstev za razne manjše športne prireditve in tekmovanja, še toliko bolj odraža na njihovem proračunu. V tem diplomskem delu smo predstavili teoretične temelje marketinga in dodatno predstavili posebnosti marketinga v športu. Za praktični primer smo vzeli Hokejsko društvo mladi Jesenice, ki je bilo do sedaj vedno v senci Hokejskega kluba Acroni Jesenice, zaradi potreb po dodatnih sredstvih pa se mora društvo marketinško postaviti na lastne noge. Naredili smo posnetek trenutnega stanja njihovih storitev in predstavili ponudbo, ki jo trenutno uporabljajo za trženje. Za namen izboljšanja ponudbe smo se osredotočili na iskanje vsega, kar društvo lahko ponudi v zameno za finančna sredstva in tako oblikovali predloge za izboljšanje trenutnega stanja. Izvedli smo tudi raziskavo, s katero smo pridobili splošne informacije o priljubljenosti hokeja, prepoznavnosti znamke Hokejsko društvo mladi Jesenice in trenutno zadovoljstvo s ponudbo. Na podlagi raziskave smo oblikovali tudi nekaj smernic za izboljšanje splošne prepoznavnosti društva. Marketing in sports is a special part of marketing which is mostly underdeveloped in Slovenia. Sport associations and clubs neglect the importance of correct marketing. This is the reason why the current economic situation is leaving an even greater mark on local events and competitions than it normally should. At the first part we focused on theoretical foundations of marketing and marketing in sport. The case study of this degree is a local hockey club called Hockey club young Jesenice. In the past the club has been overshadowed by Hockey club Acroni Jesenice, however, it is time they stand up on their own two feet in order to generate more income. In this thesis we analyze their offer and the current state of their marketing ambitions. We also try to identify various services and other things the club can offer in exchange for financial support. Based on this research we also propose a few possible courses of action in order to improve their current situation. In our additional research we investigated the popularity of hockey, the brand recognition of Hockey club young Jesenice and customer satisfaction with the current offer. Based on this research we formed some suggestions for improving the general recognition of the club.