Marketingová a komunikační strategie na stadionu hokejového klubu HC Sparta Praha

The aim of this bachelor thesis is to explain how the marketing and communication strategy of HC Sparta Praha influences the fan experience, emotional experience and loyalty of visitors to home games. The thesis focuses on understanding how the club uses individual marketing and communication mix tools to create value for fans and which factors most influence their motivation and behaviour. The practical part is based on a competitive analysis of other Extraliga clubs, an analysis of HC Sparta Praha's marketing and communication mix, observations at the stadium, and a quantitative questionnaire survey with qualitative elements among fans. The research focuses on the perception of sporting events as a cultural experience, the role of emotions when attending a match, and the importance of personal presence at the stadium versus watching through the media. The results show that attending a match is perceived as a highly emotional and social experience that fundamentally influences fan loyalty and, to some extent, their consumer behaviour. The key elements of a positive experience are the atmosphere, the audiovisual environment, digital services and modern forms of communication. At the same time, the respondents' answers indicate room for improvement in the area of rewarding long-term fans and the visual show at the stadium. Based on these findings, the thesis formulates recommendations for the development of communication activities focused on strengthening the experiential and social value of matches and rewarding long-term season ticket holders.