Analýza marketingových komunikací vybraných fotbalových klubů a návrhy na jejich vylepšení

This thesis examines the marketing communication of three smaller clubs competing in the Czech top-tier football league: FK Dukla Prague, FK Teplice, and FK Pardubice. The aim of the study is to assess the quality of their external communication, identify key strengths and weaknesses, and formulate recommendations for its further improvement. The research combines a content analysis of the clubs’ publicly available communication channels with in-depth interviews conducted with representatives of their marketing departments and experts from the field of sports journalism. The analysis reveals significant differences in the level of marketing professionalization, the quality and consistency of social media communication, the targeting of key audience segments, as well as using differences in using questionnaires as a supportive tool. The thesis includes SWOT analyses of all three clubs and a comparative evaluation of their marketing approaches. Based on the findings, the study proposes measures aimed at enhancing communication effectiveness, strengthening brand perception, increasing fan engagement, and supporting the long-term stability of the clubs within the Czech football market