Analysis of working with fan SK Dynamo České Budějovice

The aim of this thesis is to identify and analyse factors affecting the attendance of domestic football matches of SK Dynamo club České Budějovice. The main emphasis is placed on working with fans. The theoretical part relates to the topic and focuses on the determining factors of demand for sport events, the sport product theory and phenomenon of a fan. The practical part introduces the club SK Dynamo České Budějovice more closely and analyses individual factors affecting demand for the club's matches and defines the significance of these factors. A chapter on working with the fans follows. At first the elements of sport product are characterised and secondly the club marketing elements. The practical section chapters are underpinned by the results of a survey which was carried out among the fans of SK Dynamo České Budějovice. The discourse and conclusion summarize the analysed results, evaluates working with fans and last but not least outlines possible steps for improvements of attendance and working with club's fans.