Atletika – tradiční sport budoucnosti z marketingové perspektivy v České republice

Due to stagnation, athletics is threatened by outflow of interest from the public, children and young athletes. A further decline in attractiveness may subsequently occur for sponsors and spectators when athletics ceases to be competitive against emerging and dynamically evolving modern sports. The aim of the work as the title "Athletics - traditional sport of the future from a marketing perspective in the Czech Republic" suggests is to design a set of specific marketing recommendations and innovations that will be implemented in the Czech athletic environment. The aim of the work is to find such solutions for athletics that will help it maintain its attractiveness and its position as the queen of sports. Change is not about revolution but about evolution. Innovation and change are intended to complement not replace the traditional concept of athletics based on its long history. The theoretical part of the thesis deals with the introduction of athletics and its development, activities and organization of athletics in the Czech territory and provides the reader with a theoretical basis for sports marketing, communication and sponsorship. The practical part is based on the methods of SWOT analysis, best practices and an interview with the chairman of the Czech Athletic Federation Mr. Libor Varhaník. The most important conclusions and findings of the work are in the chapter which contains a proposal for a set of marketing recommendations and innovations for the Czech Athletic Federation. This section defines ten points that should lead to the fulfilment of the goal of the work in practice.