Marketingová komunikace sportovního klubu

This bachleor’s thesis focuses on the marketing communication of the Prague-based cheerleading club JNS Cheerleaders. The aim of the thesis is to analyze differences in the club’s communication directed at two key target groups – fans and sponsors. The thesis identifies the specific characteristics of these groups, their needs and expectations. The research part is based on the qualitative approach and consists of semi-structured interviews with respondents from both target groups. The data were analyzed using coding and subsequent interpretation. The results show that each group prefers a different style of communication and is motivated by different factors to engage with the JNS club. Based on those findings, recommentations for more effective marketing communications are proposed, representing the practical contribution of this thesis.