Marketingová komunikace Českomoravského svazu hokejbalu

The bachelor thesis focuses on the marketing communication of the Czech–Moravian Ball Hockey Association. The main aim is to propose recommendations for the streamlining of marketing communication based on analyses and research results. This will lead to better efficiency of existing tools and to an evaluation of the possibility of introducing other forms of communication. The result of the work will bring to the Association a proposal for the development and implementation of existing but also new promotional methods. The theoretical part explains the basics of sports marketing and marketing communication which handle with the functioning of associations. The practical part firstly investigates the popularity of Ball Hockey. It is followed by an analysis of current communication tools, which is supplemented by qualitative interviews with the leadership of the association, players and fans of ball hockey and exploratory research. The research has found that social networks are the most powerful communication tool of the Associaton. However, work with advertising, sponsorship and public relations fall behind. The major recommendation of the work is the utilization of paid advertising on the topic of ball hockey and live broadcasting on the own initiative of the Czech–Moravian Ball Hockey Association.