Marketingová komunikace SK Slavia Praha

This master thesis is dedicated to marketing communication of the football club SK Slavia Praha. The aim of the thesis is to uncover possible shortcomings in the communication of the club with its fans and in the services provided to them and to develop recommendations that will lead to the improvement of the current situation. In order to create relevant suggestions for improvement, an analysis of marketing and communication mix tools was conducted. To ensure the best quality information and applicability of the recommendations in practice, the in-depth interview with the club's marketing specialist was conducted. Subsequently, a marketing survey among the club's supporters was also conducted, the results of which serve as the basis for the recommendations. The principal contribution of this thesis, therefore, is the evaluation of the current form of marketing communication and services to supporters by the club and the recommendations made, as some shortcomings have been identified. The final suggestions can be of practical use to the club as they have been compiled with its marketing strategy in mind.