Marketingová komunikace Ostrava Beach Pro – zhodnocení a návrhy na vylepšení

This diploma thesis focuses on the marketing communication of the international beach volleyball tournament Ostrava Beach Pro, part of the elite Beach Pro Tour series. The primary objective is to examine the marketing communication and organizational aspects of the J&T Banka Ostrava Beach Pro tournament and, based on analysis and research findings, propose recommendations to enhance the event's organization and promotion. The theoretical part explores the fundamentals of marketing communication, its tools, and its specifics in sports. This is followed by a practical analysis of the current marketing communication strategies employed by Ostrava Beach Pro and its competitors. The primary research combines quantitative and qualitative methods, including survey, in-depth interview, and personal observation. The findings highlight gaps, particularly in marketing communication outside the tournament period and the limited interest in the qualification phase of the tournament. The conclusion presents specific recommendations for improving the tournament's marketing communication. These include increasing off-season activity on social media, adding content in English, and enhancing the fan zone by incorporating interactive features such as virtual reality. Additionally, it suggests offering fans to purchase tournament merchandise on-site and creating special ticket packages to boost interest in the tournament's qualification phase.