Univerzitní hokejový tým VŠE Falcons Prague: Cesty ke zvýšení návštěvnosti domácích zápasů

This bachelor's thesis examines the possibilities of increasing attendance at home games of the university ice hockey team VŠE Falcons Prague through identifying key motivators and barriers and formulating specific marketing recommendations. The research was conducted as a mixed-method design – the qualitative phase consisted of nine semi-structured interviews with visitors divided into three segments, while the quantitative phase involved a questionnaire completed by 66 respondents. Instagram was identified as the dominant information and sales channel. The main motivators are interest in ice hockey and the presence of friends, while the biggest barriers are time constraints and the distance of the arena. Ticket price proved to be virtually no obstacle. Partner activations are perceived very positively and represent untapped sales potential. Based on these findings, recommendations are formulated across five areas: communication, pricing strategy, partner activations, on-site experience improvement, and reducing logistical barriers.