UNIVERSITY OF FINANCE AND ADMINISTRATION
Faculty of Economic Studies
Field of Study: Marketing Communication & Master of Business Administration
Follow-up master´s study programme in the combined form
Michael Rufer
Sports Marketing and Its Social Impact
DIPLOMA THESIS
Prague 2019
Final Thesis Supervisor: PhDr. Karel Eliáš, CSc.
Acknowledgements
I would like to express my gratitude to PhDr. Karel Eliáš, CSc. For leading my work, for his patience, willingness, comments and, above all, the time and effort he put into me and my work. My thanks also go to the fans of SK Slavia Praha, who willingly participated in my research.
Declaration
I hereby declare that I have compiled this final thesis on my own and all the quoted literature as well as other sources used in the thesis are listed in the bibliography. The electronic copy of the thesis is identical with the hard-bound copy. I approve that this diploma thesis is published pursuant to Section 47b Act No.111/1998 Coll., on Higher Education and on the amendment and modification of other acts (the Higher Education Act), as amended.
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Abstracts
The diploma thesis is focused on sports marketing. Specifically focused on sports marketing of SK Slavia Praha club. The work selects procedures suitable for the analysis of marketing strategies. The procedures are then implemented at SK Slavia Praha club. The procedures used are the SWOT analysis and a questionnaire survey. The aim of the thesis is to find out whether the marketing of SK Slavia Praha club has a direct social impact on fans' life. The hypotheses are determined based on the SWOT analysis which evaluates marketing strategies of the club. The results of the hypotheses will either confirm or refute whether marketing of SK Slavia Praha has a direct social impact on the life of the fan.
Keywords marketing, social impact, media, social media, sport, sport marketing, research, marketing communication, SK Slavia Praha
Table of Contents
ACKNOWLEDGEMENTS ...... 2
ABSTRACTS ...... 4
KEYWORDS...... 5
TABLE OF CONTENTS ...... 6
INTRODUCTION ...... 7
1 THEORETICAL PART ...... 9 1.1 Marketing communication ...... 9 1.2 Marketing mix ...... 9 1.3 Marketing communication mix ...... 12 1.4 Sport marketing ...... 21 1.5 Empirical Research...... 27 1.6 Qualitative research ...... 29 1.7 SWOT analysis ...... 34 1.8 Quantitative research ...... 36 1.9 Questionnaire ...... 38
2 PRACTICAL PART ...... 42 2.1 Marketing mix of SK Slavia Praha ...... 43 2.2 SWOT analysis of SK Slavia Praha ...... 56 2.3 Hypotheses ...... 62 2.4 Questionnaire ...... 63 2.5 Hypothesis no.1 – resolution ...... 68 2.6 Hypothesis no.2 – resolution ...... 72 2.7 Hypothesis no.3 – resolution ...... 77 2.8 Recommendation for SK Slavia Praha ...... 79
CONCLUSION ...... 82
BIBLIOGRAPHY ...... 84
INDEX OF APPENDICES ...... 87
ANNEX A QUESTIONNAIRE FOR SK SLAVIA PRAHA FANS ...... 88
ANNEX B LIST OF PICTURES ...... 94
Introduction
Nowadays, sport is becoming not only a huge phenomenon but also a big business. This implies the need to sufficiently developed management, marketing, and professional requirements in this area. The world's largest sports clubs operate de facto as highly organized companies, whose goal is to link the essence of their business with the achievement of their sport goals, while providing entertainment, excitement, and pleasure to sports spectators.
I have chosen the topic not only because of my long-term interest in football, but as a club fan, its marketing communication also touches me. I am most fascinated by SK Slavia Praha fans, who support the club even in times when it fails. Thanks to the fans, SK Slavia Praha is still a brand that has sound not only in the Czech Republic but also abroad. I was especially interested in how marketing strategy and communication of the club changed after their recent accomplishments in the first Czech National League “Fortuna Liga” and the good results in Champions League.
The main goal of the thesis is to evaluate the current marketing strategy of the football club SK Slavia Praha and to evaluate whether it has direct influence on fans or not. To achieve this goal, I will use theoretical knowledge of marketing communication and specific sport marketing environment. The research will be based on a careful examination of all means and media channels of SK Slavia Praha. SWOT analysis will be performed on this basis. SWOT will help us determine our work hypotheses. We will try to confirm or refute the hypotheses by means of an online questionnaire with fans of SK Slavia Praha. Following will be possible recommendations for marketing management of SK Slavia Praha. The combination of qualitative and quantitative methods seemed to be the best choice for studying SK Slavia Praha. The qualitative method was used to elaborate the SWOT analysis and hypotheses, which can then be clarified using the quantitative - questionnaire method.
7 The first chapter is purely theoretical. I will define and determine marketing communication with focus on sports marketing. I would like to describe the differences between the specific sports marketing environment and common marketing. Various forms of marketing communication in sport will be listed and described. The chapter will be an important theoretical basis for further writing of the thesis. Second part of this chapter will be a description of methodological bases, which will include a description of the SWOT analysis, methods of qualitative and quantitative research. The two types of research will be combined in one, describing their structure, process, and evaluation of results of both methods.
The second chapter will start with the description of the researched club, its history and its present form and its current situation. All this information will let us understand the current situation of the football club SK Slavia Praha. A significant part of the second chapter should be devoted to the description of the current marketing strategy of the club, which is the object of research. After a thorough description of the marketing strategy of SK Slavia Praha, we will carry out a SWOT analysis that points the strengths, weaknesses, opportunities, and threats of marketing strategy of SK Slavia Praha. Three hypotheses will be created of this SWOT analysis.
In the third chapter of the thesis I will examine the marketing strategy of the club by testing three hypotheses which were created. The research will be realized by a questionnaire survey. The questionnaire will be aimed at fans of SK Slavia Praha. The questionnaire and hypotheses will be described together with the reasons for their selection. The individual parts of the questionnaire will be described, which will bring new knowledge. The end of this chapter is to present gathered data for their interpretation and subsequent analysis of SK Slavia Praha marketing strategy, followed up with a recommendation for future doing.
In the last chapter of the diploma thesis I will focus on the interpretation of the research results mentioned in the previous chapters. Based on these interpretations I will evaluate the overall strategy of SK Slavia Praha and determine whether it has a direct influence on the supports of the club or not.
8 1 Theoretical part
1.1 Marketing communication
“Marketing has a role in the company that defines the target consumers and looks for the best way to meet their needs and wishes while maximizing the efficiency of all operations” (PŘIKRYLOVÁ, JAHODOVÁ, 2010, p.16). This definition implies that society must first identify the needs of consumers. According to authors KOTLER and KELLER (2007), then we can develop a marketing strategy that should answer the question of what the company wants to achieve. Marketing strategy includes segmentation, targeting and positioning. Thus, the market must first be divided into certain groups, which should be internally homogeneous and externally heterogeneous, at the same time accessible and sufficiently large. This is followed by targeting and positioning, which aims to make the brand clear and different from the competing products and our expected position in the minds of consumers. A marketing mix, a set of tactical marketing tools, will help us achieve what was planned with a marketing strategy.
1.2 Marketing mix
A marketing mix consists of everything a company can do to influence demand for its product. These tools are called the 4 P's of marketing mix. It contains:
• Product, • Price, • Place, • Promotion
9 Product
“The customer sees the product as something that can satisfy his needs and wishes” (PŘIKRYLOVÁ, JAHODOVÁ, 2010, p.17). Therefore, it is a combination of goods and services that the company offers to the target market. The product has three layers. The first layer is the core, which is the product or service itself - the basic benefit that is sold. The actual or actual product is the second layer of the product, where the core adds tangible elements, that is, its quality, workmanship, packaging, design, brand and packaging. These tools make the product tangible. The third layer is called an expanded product that adds value and interest to the customer. This is a product-related service, such as installation, warranty, service, credit, and delivery speed (PŘIKRYLOVÁ, JAHODOVÁ, 2010).
Picture no.1: Three levels of product, (Marketing-insider, 2015)
Price
Price is what the customer has to pay to get the product. In a broader context, a price can be understood as the total cost a customer has to buy, for example, in addition to financial costs, a waste of time or physical exertion. It is the most flexible tool of the marketing mix and is often closely related to brand positioning. The declared price is the official price of the product, but many forms of discounts and benefits are often used to increase attractiveness, which will attract the customer. Frequent use of discount tools leads to a repression of the effort to build a strong brand that is based on the features and benefits of the product,
10 because if a customer gets used to discounts, it can become a buyer by price, and the brand ceases to be important to buyer. (PŘIKRYLOVÁ, JAHODOVÁ, 2010).
Place
Place refers to all activities that make a product available to target consumers. It is the process of moving the product from the manufacturer to its end user. The purpose is to minimize the costs associated with this process. There are two versions of the distribution. Direct is when a company delivers a product or service directly to a customer without intermediation. The second version is an indirect distribution. The distribution process includes transportation, warehousing, selection of wholesalers and retailers, deciding on the appropriate environment for product placement and product mix at point of sale. In addition to improving cooperation between manufacturers and distributors, the distribution strategy also includes the search for new ways, such as e-commerce. (PELSMACKER, 2003)
Promotion
The fourth and most visible tool of the marketing mix is communication. Communication in a broader sense is understood as the presentation of one and the subsequent reaction of the other. Its aim is to communicate, convey, share with certain ideas, information, feelings, and opinions. It is divided into personal and non-personal communication. The advantage can be seen in the immediate evaluation of feedback and the possibility of using certain elements of non-verbal communication. For this reason, impersonal communication is used for a more massive approach. This communication uses communication channels to transmit messages. Its disadvantages include less flexible feedback and higher costs to be collected.
Marketing communication is understood as any form of communication that an organization uses to inform, persuade, or influence today's or potential customers. Basically, it is all relevant communications with the market. Communication must be relevant in all possible respects, hence in terms of content, medium used, target audience and even famous personalities who communicate
11 our content. Mass communication depends on technology; thus, with the advancement of technology, the opportunities for efficient communication increase. Nowadays, the importance of electronic communication is becoming increasingly important, with the advantage of interactivity, globality and consistency. (HESKOVÁ, 2009)
Other tools of marketing mix
Behaviour
This part of the marketing mix is very important and can play a huge role in customer decisions or when visiting one or the other device. Clubs must therefore be personally supervised to ensure that visitors are gentle, polite, seeking their skills and representing themselves well.
Process
This tool primarily affects the time and method of customer service. This includes, for example, waiting time, speed of service, form of service, but also communication with the club.
Presentation
The presentation focuses on creating a service and image. The question is how the device should influence the customer. It is mainly about cleanliness, atmosphere, and comfort, which are part of providing mainly sports services vital. This marketing mix tool very often affects the first impression a customer gets when they enter a service point, thus determining their perception of business in the future. (KARLÍČEK, 2011)
1.3 Marketing communication mix
Communication mix falls under promotion of marketing mix. It is through the communication mix that the company seeks to communicate with its existing or potential customers and general public.
12 The communication mix consists of a few tools through which the company seeks to achieve its marketing goals. The number of communication mix tools varies by author. Some include only four tools, but we can also meet authors who include five, six or more tools in their communications mix in their publications. The four basic tools are advertising, public relations, sales promotion and personal selling. Other tools that are sometimes part of the communication mix include direct marketing, event marketing and sponsorship.
Marketing communication mix includes following items:
• advertisement, • public relations, • support of sales, • direct sales
Advertisement
Advertising is one of the most used tools of the communication mix. We encounter it every day and often influences us when deciding to buy a product or invest. Advertising is an impersonal type of presentation of products, services, or ideas through a communication medium. The media itself can be divided into several aspects. It can be bulk or specific or electronic or classic. There are several media failures, and each advertisement on its own offers its own failures.
Advertising features list:
• Informative advertising - aims to make consumers aware of new products, price changes, product information or opening new stores • Compelling advertising - seeks to increase brand preferences, persuade immediate purchase, or encourage consumers to change brand. • Reminder or souvenir advertising - keeps consumers informed about the product and brand. • Comparative advertising - points out the advantages of own products/services over the products of competing companies.
13 Sport advertisement (KUNZ, 2017)
Sport and advertising are already very closely linked in today's world. As the impact and popularity of sport as such continues to grow, it is becoming increasingly interesting for companies that are willing to pay sports clubs or organizations for advertising. Advertising in sports is one of the specific ads because it only reaches a certain spectrum of potential customers. This will make it easier for businesses to target their target audience.
Advertising and sponsorship are one of the main earnings of sports clubs and are therefore very important for the operation of individual clubs. Other important earnings of sports clubs include ticket sales or merchandising.
Sports advertising has several types, but the five most used are advertising for jerseys and sportswear, advertising for start numbers, advertising for cushions, advertising for sports equipment and equipment, and advertising on correlation tables. All these types of ads aim to reach a potential customer and make them eligible to test the promoted product or brand. The effectiveness of sports ads largely depends on whether the race or match is broadcast on television. Television broadcasts multiply the number of leads.
A specific type of sports advertising is called Virtual Advertising. We encounter this type of advertising in television broadcasts of matches or races. Virtual advertising means graphically inserting a sponsor's name or logo into a television broadcast to attract the viewer as much as possible. Virtual advertising has a reminder function.
However, sports clubs may receive funding not only from the provision of certain advertising space. Just as commercial companies use their advertising to build their image or brand, sports clubs can use media to build their reputation and attract new fans. Sports clubs most often use the press to promote, be it newspapers or magazines, radio broadcasting, outdoor advertising and the Internet. Clubs choose the media with which they can reach their target audience. Most often they place ads for local radio or local press. Similarly, outdoor advertising
14 is placed near stadiums or sports halls themselves, in order to maximize the chances of reaching potential fans.
On the other hand, the use of television space for sports clubs is almost zero, as advertising in this medium is an expensive matter and at the same time it is difficult to reach the target audience in television broadcasting.
Public relations
Public relations are “the management of communication between an organization and its publics.” (GRUNING and HUNT, 1984, p.4).
Public relations, or simply PR, is another tool of the communication mix. PR aims to profile the company in the eyes of the public in the best light. The main task of PR is to promote a positive perception of society to the general public and to prevent or prevent society from rumours or various adverse events that determine the success or failure of society.
The PR department may have the following functions:
• Press Relationships or Press Office - Generate interesting information for the media or directly convey information to the media to attract attention to the company itself or its product • Product Promotion - Get publicity for individual products • Public affairs - building and maintaining relationships at local, national or international level • Lobbying - building and maintaining relationships with lawmakers or civil servants to influence legislation or regulations • Investor relations - maintaining investor relations • Events • Development • Corporate identity • Websites, blogs, social networks
Properly configured PR can bring significant benefits to the company, even at minimal cost. If we compare PR and advertising costs, the money we spend
15 on advertising or advertising spots is many times higher than PR costs. This means that if a company sets PR correctly, it can benefit from it even if it does not invest in advertising.
Public relations in sport
The importance of public relations in contemporary sport and football is enormous. The orientation of the clubs in recent years has shifted mainly to the customer, in this case to the viewer or fans. It is about communication with these target groups and not only with them in public relations.
According to VORÁČEK (2012), in terms of instruments and activities of general PR, the very same instruments are used in sports PR. It also deals with public affairs, investor relations, fan relations, events (press conferences, matches, club celebrations), media relations, but above all the identity of the organization, in this case the identity of the club itself. Thus, corporate identity profiles a company or, in this case, a club in a given market, and is an essential tool and element of communication with the public. Corporate identity consists of corporate design, corporate communication, corporate culture and the company's product.
In sport, in this respect, we often meet with the corporate design of the clubs, which is then fixed in our memory. According to VORÁČEK (2012), these are:
• Name of sports organization, team, club • Logo as an identification mark • Colours of team, club • Printed materials - includes all printed materials issued by the club, be it annual reports, magazines or business cards • Merchandising product • Interior designation of buildings, stadiums, arenas, fan shops and other sports facilities • Clothes of members of the organization, club, team • Sports equipment
16 • Vehicles and other technical equipment • Official website and other online club presentations • Visual elements of events • Exhibitions at fairs and exhibitions • Sponsoring
Corporate communication in sports clubs is associated primarily with communication with fans, which is also the main topic of this work. It also includes communication with sponsors, sports media, sports organizations, organizing committees, organization members or donor. (VORÁČEK, 2012)
Support of sales
According to KRÁL and KRÁLÍČEK (2011) support of sales means a set of incentives that stimulate immediate purchase. Includes all following tools for sales support:
• Samples - Offers a certain number of products to consumers to try • Coupons - certificates that give consumers a discount when buying certain products • Refund - Refund part of the paid price • Bonuses - goods offered free of charge or at a lower price • Promotional items - Items printed with the advertiser's name • Loyalty rewards - product or monetary rewards for loyalty • In-store events - expositions and tastings taking place directly in the stores • Contests, draws and games - communication events that allow consumers to win prizes • Cross-promotion - using one brand to advertise another, non-competing brand • Free trial - invites a prospective buyer to try it for free in order to buy it
Sales promotion is an impersonal form of communication and aims to motivate a customer to buy a product, service, or idea immediately. The use of sales
17 promotion varies by industry. In some cases, sales promotion is not used at all. In contrast, for some types of consumer products, sales promotion costs can be almost the entire meeting costs of the company.
Sales support in sport
Promoting sales in a sports or football environment is primarily in the form of benefits to fans. In this regard, various advantages are most often used when purchasing tickets. It can be 1 + 1 free ticket or 2 + 1 free ticket. Trying to get new fans in a certain age group can be helped by a discount on the ticket for that age group or by rewarding fans who buy a ticket with a smaller club souvenir. There are number of sales promotion measures and it can be said that if properly selected and promoted, they can increase club participation or supporters.
BEDŘICH (2006) states following offer types:
• Announcing a consumer-oriented prize under the auspices of a supported athlete, • Consumer contests invited to sponsored sports events (championship, cup, etc.) for winners, • Competitions with the possibility of winning sporting activity or training together with an athlete or team, • VIP tickets for a sponsored sport event (e.g. with a tour of the facilities), • Signing of leading athletes at the point of sale
In connection with the promotion of sales it is possible to think of several events and each club uses mainly those that brought it in the past, only increased sales of tickets or souvenirs
18 Direct sales
Personal sales with all direct communication tools. It is a highly effective and significant promotional tool that is the most expensive tool.
The sales representative plays an important role in personal sales. He can be very well prepared to meet a potential customer. They must be very familiar with the product to see if they are selling. Answering inquiries, appropriate business meetings, or external signs such as posture, facial care, or dress style are especially important.
Direct sales in sport
Personal selling is not quite common in a sports environment to communicate with fans. This communication mix tool is mainly used to negotiate possible types of sponsorship with potential sponsors. Co-operation based on sponsorship should then bring certain benefits to both entities.
ČÁSLAVOVÁ (2009) claims companies or sponsors expect to establish cooperation mainly because of:
• Increasing the level of familiarity of a company / brand Increasing the level of familiarity as a partner of a particular sport • Increased sympathy for the brand • Updating the brand image • Strengthening business contacts between companies through "economy" offers • Strengthening the individual components of the image of a particular sport in general and specifically in conjunction with a particular sports club.
To meet the above points are mainly the achievements and behaviour of individual clubs or athletes. When a sports club is successful and prosperous, its reputation and popularity also increase significantly. On the other hand, in a period of failure, interest in the club decreases and also the visibility of the sponsor decreases.
19 The sponsored entity expects cooperation mainly from financial and material support of its activities. Substantial support means in particular the delivery of products available to the sponsor. If the sponsor is a sportswear manufacturing company, athletes or clubs are supplied free of charge. Conversely, if a company operates, for example, in the automotive industry, mobile car (s) may be available for use by athletes or a sports club.
The second form is financial support that can help sponsors in certain financial transactions. For football clubs, sponsor funds can be used, for example, to buy new players, maintain and renovate club-owned properties, or to improve and professionalize the club's marketing. It is up to the club or individual to decide what money to use. (BEDŘICH, 2017)
Media relations
A specific part of PR is media relations, which are media relations. It serves primarily to induce unpaid positive publicity and to prevent and prevent negative publicity.
Companies need to realize that the media has tremendous power nowadays, as the public considers them objective and independent. Publicity is therefore effective. An unknown brand can become a star and at the same time a well-known company can get into trouble due to a negative report or article (KARLÍČEK and KRÁL, 2011).
The company should strive for active PR, which means publishing press releases, knowing the needs of journalists, having material in the media and not making common mistakes that could bring negative publicity to the company (POSPÍŠIL, 2002). Positive relationships with the media are therefore very important and can often bring great benefits at minimal cost.
20 1.4 Sport marketing
The thesis is going to research marketing of a football club SK Slavia Praha. It is important to first define concepts that can be encountered in sports when talking about football marketing or marketing in sports. Marketing originated in the late 19th century but experienced the greatest boom in the US in the late 1930s. Only from the beginning of the 1970s did sports marketing focus on the specific needs and environment of the sports sector. The German Bundesliga was a pioneer in this field, with the first advertising of the Eintracht Braunschweig jerseys in 1973. Since then, sports marketing in the world has seen a huge boom (BEDŘICH, 2007).
In recent years, the term sports marketing has been increasingly used in the Czech Republic. Sport organizations are gradually increasingly engaged in trade in sport because they bring them substantial financial resources necessary to ensure the functioning of the organization.
In her publication “Management a marketing sportu” she focuses on sports marketing very intensively ČÁSLAVOVÁ (2009), which states many complete definitions from worldwide authors. FREYER (1991) states “sports marketing is a management concept that is based on the market or it wants to be driven by the market. This concept requires long-term and conceptual action” (ČÁSLAVOVÁ, 2009, p. 99). American authors PITTS and STOTLAR (1996) define sports marketing as “the process of designing and improving activities for the production, valuation, promotion and distribution of a sports product to meet the needs and wishes of customers and to achieve the company's goals” ( ČÁSLAVOVÁ, 2009. p.99).
The importance and implementation of marketing play an increasingly important role in sport. Clubs, which are based on the economic principle in order to generate profits, operate marketing as their main activity, in contrast, association founded without business intentions, most often civic associations, have marketing activities as complementary activity. (ČÁSLAVOVÁ, 2009).
21 The application of marketing in the field of sport is also dealt with by authors MULLIN, HARDY, SUTTON (2007), according to which this subsection of general marketing characterizes activities dealing with stimuli and wishes of sports customers and their fulfilment through exchange. The authors further argue that two main lines have been developed in sports marketing:
1. Marketing of sports products and services relate to sports customers, 2. Marketing other customers and industrial products and services using sports promotion.
For football clubs, we can see the application of both these levels. Clubs want to achieve their goals, such as increasing attendance at home games, though their marketing activities, but also allow other businesses to achieve their goals through sport, for example, by increasing the company's reputation by presenting the business logo on their jerseys.
Each club has a different concept of sports marketing, everything depends on the structure of the club, the sports industry, but also on the amateurism or professionalism of the club. Sport marketing therefore deals with the product, its price, the distribution point and marketing communication, which again includes many tools such as advertising, sponsorship, press conferences, various sporting events and many others.
Sport marketing is growing with the professionalisation of sport. Few literature deals with the difference between amateur and professional sports marketing club. As the differences are significant in some cases, it is necessary to inform them. Meanwhile, expert studies have been developed that deal with this issue. For example, a study from New Zealand by the author FRANCE (2006) lists differences.
The research set of this study was New Zealand's professional and amateur clubs. Rugby teams were selected from number of professional clubs, and amateur sports clubs were represented by hockey and football teams. Based on open questions asked in a semi-structured interview with club managers, differences were found between sports marketing of amateur and professional clubs.
22 Representatives of the clubs answered the pre-determined questions. After evaluating the results, it was found that the main differences were mainly in the income of clubs, audience attendance, competencies and tasks of club managers. Thanks to the high support of spectators, which is due to the attractiveness of sport, professional sport logically gets more often into the media, thus creating the interest of sponsors and has greater financial benefits. The lack of sports marketing of amateur clubs is therefore due to insufficient media coverage. (FRANCE, 2006)
FULLERTON and MERZ (2008) present a conceptual framework for sports marketing. This article attempts to address the weaknesses in sports marketing by developing a new framework that is based on two main lines: product type and level of sports integration. According to the categorization of goods and services into sports and non-sports products and the differentiation of traditional and sponsorship-based strategies, four marketing areas are identified. These four areas are defined as basic product-based strategies, benchmark-based strategies, and sport-based strategies. They include sport-related products and so-called non-sporting products. The level of integration is solved either by traditional use or by sponsorship.
Specifics of sports marketing
The marketing of sport in comparison with other areas of the economy is mainly influenced by the specific market situation to which sport offers are exposed, the unique characteristics of sport products, their unique sale and by their promotion. The specifics of sports marketing are also given by its basic characteristics. Sport is often intangible and subjective; the experience and interpretation of a sporting product differs from the perspective of everyone. Sports clubs are inconsistent, and the results are unpredictable, so marketing staff very often cannot influence many factors (players' injuries, emotions, weather, etc.), while the fact of the unpredictability of the results is appealing and attractive to the audience. Sport brings strong experiences and emotions. Sports marketing staff must take into count all the special characteristics of sports when developing
23 a marketing strategy and orient them towards customers of sports clubs and clubs. In this sense, the customer does not mean the traditional concept of the customer, but all those interested in the offered physical and sports activities. The marketing concept of a sports club should then offer an offer of activities for customers, analyse the market and market situation, set sports, economic and social goals of the sports club with a real time horizon (DURDOVÁ, 2005).
Unlike other sectors, sports marketing has other specifics. The principle of sports marketing is to use the atmosphere of matches or tournaments and specially to use the emotions of fans and spectators. There is an effort to identify the viewer with the success of the athlete, and consequently the sponsors want to be part of such an event (ČÁSLAVOVÁ, 2000).
Surely it is important to answer the question, what is the benefit of sports marketing? The main advantage of sport is its mass audience over a wide range of target groups. Less well-known and promoted sports make it possible to target marketing activities very precisely to a selected target group without the high cost of analysis and research. The huge base of amateur and recreational athletes is a great potential, which can make a significant contribution to building and developing sports marketing brands. Consumers are oversaturated with traditional forms of advertising on television, the press and outdoors, which in turn leads to their being almost immune to such advertising, and the efficiency of the money spent on these promotions continues to decline. (BEDŘICH, 2007)
Media coverage of sports clubs, tournaments, as well as results, especially in the press and television, is beneficial for partners and their visibility to the sports, but also to the general public. Finally, the sporting event is an ideal place and an opportunity for business partners to meet in an informal environment, which clubs are often using through the so-called hospitality program.
24 Marketing of sports club
Marketing of a sports club is a management process focused on influencing and satisfying the needs and wishes of sports club clients in an efficient manner ensuring at the same time meeting the goals of the club as an organization (EGER, 2005).
Today, sports clubs must have to be more active than ever before. Running sports is often very costly, which forces clubs to look for all the opportunities, including marketing, to fill the club's 'cashier.' Sports organizations have become regular players on the market, are aware of the importance of the customer and its influence on the positive development of the organization and are starting to make significant use of marketing and its tools.
Specifics of football clubs marketing
The marketing of football clubs should be based on the above-mentioned general marketing principles.
Suitability of football for marketing
All the following characteristics enable successful action in various football environments such as sports clubs, sports equipment manufacturers, broadcasters, media etc. (ČÁSLAVOVÁ, 2009).
• Popularity of football • Frequent presentation of football in the media • Large number of active players • The coherence of competitions both within the state and across the continent • Large amount of space for presentation of business partners • Football match allows clubs to include a rich accompanying program • High concentration of sports stars
Football is also a sport that offers marketing staff unique opportunities and opportunities, which, according to ČÁSLAVOVÁ (2009), include:
25 • football game – football has its special features that make it specifically attractive to some customer groups • attraction of sports stars – the participation of football stars makes the sport event, eventually s sports club more attractive, increases the event's financial gains and the risk of failure in case of star injuries or their absence for other reasons • equipment and gear – it does not only have a place in the core of a sports product, where it is a prerequisite for top performance, but it is also linked to superstructure elements (e.g. sales of merchandising, etc.) • news and ideas – e.g. fan camps, sports and social events where you can meet former and current players, organized travel tours for fans, events where fans have the opportunity to take pictures with the selected player, visit seminars about game tactics, etc. • place - football stadium where the match is held is important part of football product. It is not just a place where sport is practiced that determines the definition of a game, race, or competition, but also a place with which fans connect their experiences • staff and process - customers or viewers often assess the quality of a football product with regard to the behaviour of the staff of the seller or otherwise cooperating in its implementation • tickets and other press materials - tickets not only fulfil the function of accreditation for a football match, they bring people to the seats, communicate the dates and conditions of purchase, but also have other important marketing uses. By themselves, tickets can serve as a promotional tool for placing ads or as a source of their draw in profit games. Apart from individual tickets, ticket sales for the whole season are also used today. The press materials include primarily football programs, club magazines and news, etc. • electronic products - this category includes primarily television broadcasting, which represents a considerable source of funds for the football club for the sale of television rights, as well as radio, which forms
26 a communication tool for sport at national, regional, and local levels. No less important today are websites and social networks that mediate communications about football clubs, players, competitions or virtual sports games electronic products - this category includes primarily television broadcasting, which represents a considerable source of funds for the football club for the sale of television rights, as well as radio, which forms a communication tool for sport at national, regional and local levels. No less important today are websites and social networks that mediate communications about football clubs, players, competitions, or virtual sports games • sports club - all product elements (players, equipment, venue, souvenirs, prints, websites) add value to individual football teams, clubs, football leagues or football associations
ČÁSLAVOVÁ (2009) further divides the benefits of football matches for direct spectators into sports performance, stadium (comfort, location, technical parameters, cleanliness), security, accompanying program, accompanying services (refreshments, souvenirs) and VIP services especially for partners.
1.5 Empirical Research
“Empirical research ensures the transfer of information between reality and its scientific capture, processing and storage. Sociological and social psychological empirical research by specific methods and techniques acquires empirical data in social and socio-mental reality and processes them. It provides background for both theoretical work and decision-making and management of this reality” (SURYNEK, 2001, p.22). Research as such is primarily a way of thinking. The problem it solves are usually serious, profound and extensive. They cannot be solved quickly. Therefore, research requires focused, repeated and, above all, systematic action.
27 Structure of social research
“Social research deals with elements, phenomena and processes and their interrelationships, all of which are part of social reality and co-create its real form” (REICHEL, 2009, p.21).
Qualitative research is criticized for its results as a collection of subjective impressions. Due to its flexible and unstructured character, it is difficult to replicate. Therefore, this research works with a limited number of individuals. Sometimes opaque, inconclusive, and low transparency is also criticized for qualitative research (HENDL, 2016).
There are many approaches to the structure of research in the literature, the differences of which are mostly due to the degree of detail with which they describe this aspect. Some authors speak about research phases or stages of research instead of the research structure and present either simpler or more complex schemes. For the sake of simplicity, the research structure will be understood as a system of three consecutive phases, all of them occur in this chapter:
1. Preparation 2. Realisation 3. Evaluation
Strategy of social research
“The research strategy is seen in the literature as a specific concept of the solution of a research task, which includes a number of theoretical, methodological but also organizational aspects” (REICHEL, 2009, p. 38). The term social research is also often referred to as research design. The research strategy refers to the methodological approach to the solution of the research question, this methodological approach is classified into two categories, qualitative and quantitative, in this work we will mainly focus on the qualitative approach.
28 Which of the two to choose? - The aim of the research is to choose the right method. Quantitative research uses mainly methods of deduction, induction, etc., while qualitative research creates hypotheses and tries to confirm or refute them.
The rule of research design is to have a conditional goal of research, it has its reason and therefore requires the right procedure, step by step according to the plan we prepare in advance.
1.6 Qualitative research
Qualitative research is characterized by a focus on how individuals and groups perceive and interpret the world. The study is conducted in a natural environment. The researcher creates a complex picture. The number of participants is small and statistical methods are not used, but the amount of information collected is large. The qualitative research uses a detailed description of the situations and experiences of the examined persons. The researcher analyses words and pictures and tries to explain them in a (social) context. The language of research is informal and new definitions often develop during research (DISMAN, 2011).
“Qualitative research is a non-numerical survey and interpretation of social reality, this process tries to uncover the meaning of the information communicated” (DISMAN, 2011, p.287). Qualitative research does not work with measurable characteristics.
“Qualitative research is a process of seeking understanding based on different methodological traditions of exploring a given social or human problem. The researcher creates a holistic, holistic picture, analyses different types of texts, communicates the views of research participants, and conducts research in natural conditions” (HENDL, 2005, p.50).
Methods of natural sciences are unconditionally a model for quantitative research in the social sciences. Why? It is assumed that human behaviour can be predicted and measured to some extent. Quantitative research uses random sampling, experiments and strongly structured data collection using tests, questionnaires, or observations. First, we design the concepts by measuring then
29 we analyse the obtained data in order to examine them, describe them, or verify the truth of our ideas (HENDL, 2016).
Aim of qualitative research
“The aim of qualitative research is to create new hypotheses, new understanding, the creation of theory” (DISMAN, 2011, p.286). Qualitative research focuses more intensely on its object. It tries to find relationships between individual targets of the research. The aim of testing is to obtain essential information to confirm or disprove hypotheses, based on a representative sample of the population (study group). The topics of the hypothesis and sample of research will be discussed in the next subchapter. Qualitative research is about reducing the number of research subject and getting the most relevant information about this small number of individuals. Generalization of the population is problematic and sometimes impossible (DISMAN, 2011).
Preparation of qualitative action
“Qualitative research cannot be understood as a homogeneous whole, but it is a variety of different procedures, but they are based on one basic principle - to examine a certain element, process, phenomenon, etc. in natural conditions, to try to understand it and to create a complex picture of it if possible” (REICHEL, 2009, p.63).
The researcher is faced with the topic of the research, where the first questions begin to appear. At the same time, the study of relevant literature begins, and so on. At this point, the first problems begin to emerge: attempts to define terms are beginning to fail, because when defining a problem suddenly appear terms that resist conversion into empirical language and cannot be defined.
We only must investigate everything, ask graduates of these forms of education, the companies that organize them, etc. In this case, all the prerequisites for choosing a qualitative approach arise.
Thus, unlike the quantitative one, the qualitative approach is clearly more flexible and iterative. “In qualitative research, the stages of problem identification
30 and formulation of the research question, research preparation, data collection and evaluation are intertwined” (REICHL, 2009, p.64). The entire research plan is often affected the initial uncertainty about the directions of possible exploration.
Principles of qualitative research
Principles of qualitative research can be summed up in several points that need to be remembered and followed from its preparation:
• The key pillar of qualitative research is its openness, to the examined objects and the examined situation. Be prepared to respond to and adapt to unexpected moments • Intensity and long-term contact. This is a specific experience that only we have. In my case it is a fan of the club SKS Slavia Praha • We try to understand the situation and its contexts - look for meanings, find contexts in speeches, dates or relationships. • The degree of subjectivity is expected in qualitative research, otherwise for example, it will be difficult to obtain and understand subjective interpretations of examined subjects. • Empathy and positive stimulation, we cannot do without them in qualitative research.
(REICHEL, 2009, p.66-67)
Quality research criteria
“In the preparation, implementation, and evaluation of research projects, if it is a qualitative or quantitative approach, consideration should be given to the of the research results. The basic criteria are their validity, reliability and generalizability” (REICHEL, 2009, p.67).
Objectivity
The overall characteristic for all criteria in qualitative research is objectivity - a condition for biased research. Objectivity refers to the quality of the data and is important in defining the properties of the phenomena examined and in collecting
31 and interpreting the data. It is important to ensure that each data item needs to be understood and interpreted in one way. The other experts, the interviewees and the researcher must understand it the same.
Validity
“Validity is the requirement of relevance between the research objective, the procedure and the results achieved, which can be expressed by the question of whether it was really researching what we wanted to research” (REICHEL, 2009, p.68). Validity is most often explained in relation to the research tool used by the researcher. The researcher asks if the research tool finds out what it must find out, whether it is in line with its intention (ŠVEC, 2009).
In practice, validity serves as a kind of indicator/notifier of the possibility of errors in preparation, realization of research or analysis/interpretation of acquired data. For the sake of completeness, in theory but also in practice, we distinguish several types of validity: content, criterion and construct, internal and external.
Reliability
Reliability is another evaluation criterion. It focuses on accuracy in terms of consistency or consistency of the results obtained. In other words, it reflects errors that may arise from a parallel or repeated examination of the same object (REICHEL, 2009, p.68).” Reliability is a rather technical term. It is also the second most important feature of the research tool. Reliability means the reliability of a research tool, or the accuracy and consistency of a survey. Reliability is higher the more randomness and undesirable effects can be minimized. The reliability of the research instrument and its use is low when it provides unreliable and volatile data (ŠVEC, 2009).
Reliability is clearly linked to physical measurements because accuracy is important in every measurement. Measurement accuracy depends on two factors - the quality of the measuring tool and the optimum measurement process.
32 The relationship between validity and reliability forms a certain complement. What is valid is also reliable.
Research tool reliability
A relatively guaranteed way of determining the reliability of a research tool is to repeat measurements with the same subjects at least twice. The degree of correspondence, or the difference between the first and second measurements, is an indicator of the reliability of the research instrument. If no other influences came into the measurements, the first and second measurements were performed under similar or even similar conditions. Subsequently, statistical procedures determine whether the results of both measurements are close to equal. If there are two instruments measuring the same phenomenon and their results are close, we can consider them to be reliable (ŠVEC, 2009).
Reliability if the measurement process
Optimum measurement is ensured by flawless observance of proven rules and principles. Some rules are given in the research tool manual, others belong to the long-standing traditions of empirical research (e.g. test subjects must not be disturbed at work, evaluation criteria must be developed in advance, etc.) (ŠVEC, 2009).
Generalizability
Generalizability, the so-called representativeness, is the third aspect of evaluating the quality of research. “Essentially, the question is whether the data and conclusions from it are transferable and generalizable, whether what has been examined can also be applied to other objects that were not directly subject to examination” (REICHL, 2009, p.69). We ask ourselves whether the research results of the researched objects are valid for others or for their whole groups.
33 Process of qualitative research
The first step is to find a relevant variable, it must be measurable and investigable. "The basic principle of a quantitative approach (empirically recordable variables and the relationships between them, hypotheses measuring hypotheses testing their verification) is unsustainable” (REICHEL, 2009, p.63).
In a qualitative approach, everything needs to be properly explored. Nothing is definitive. The plan arises in the course of work, the questions and methods examined may change. Typically, fundamental questions are complemented and regulated during research.
Based on the obtained data and new understanding of the problem, we will establish a new hypothesis. Then we try to transform the results into usable data.
Qualitative research uses inductive logic. At the beginning of the process is observation, then we try to find in the research some regularities existing in the data collection. We formulate preliminary conclusions and the output can be newly formulated hypotheses and new theory. (DISMAN, 2014)
The result of the qualitative research are new hypotheses, based on the modified hypotheses it is possible to construct a new theory, or to enrich the existing theory with new knowledge, ways of looking, etc.
1.7 SWOT analysis
SWOT analysis is an effective method of qualitative research, based on the analysis of the external and internal environment of the company. we can Determining the sources of competitive advantages and opportunities results in increasing competitiveness in the field of business marketing for the company. This method will enable us to identify the “strengths” and the “weaknesses” of the marketing, then identify the biggest “threats” the company faces or might face in the near future and finally evaluate the “opportunities” of the business (SVĚTLÍK, 2003).
34 In a company such as SK Slavia Praha, a SWOT analysis will help us determine what the company is doing well and what it should pay more attention to.
Aim of SWOT analysis
SWOT analysis will provide a logical framework for assessing the current and future position of SK Slavia Praha, and as a result I can suggest strategic alternatives that might be most appropriate for the current situation. A quality SWOT analysis can significantly contribute to better functionality and performance of the organization.
It is often difficult to determine whether a phenomenon is classified as a threat or as an opportunity, or whether the characteristic represents a strength or a weakness. These uncertainties can be changed under certain circumstances, this is true on both sides. The main point is to bear in mind a clear classification as to whether the factor is internal or external and then to determine strengths, weaknesses, threats and opportunities, and last but not least, to evaluate the relationships between them and to explore possible relationships between the variables. (SVĚTLÍK, 2003)
Evaluation of SWOT analysis
SWOT analysis will be used in this thesis to evaluate the communication mix of the club and their marketing strategies. After a thorough investigation of the marketing activities of SK Slavia Praha, a list of strengths, weaknesses, threats and opportunities will be made. Then the most attention will be paid to selected activities that bring the most people attention to SK Slavia Praha.
Alternatively, a strategy will be made where I try to propose measures to improve or how to maintain the state.
The conclusions of this analysis will provide a base for creating hypotheses which will be proved or disproved by the questionnaire.
35 SWOT analysis link with questionnaire
Qualitative research method and SWOT analysis are the most suitable for researching narrow groups.
The method of research is qualitative research, which starts without hypotheses, hypotheses are formed during the research process. In order to create the hypotheses and to prove them. Analysis of the objective must be made, which in this case is a company SK Slavia Praha. After the SWOT analysis, it will be clear what to focus on and what questions to start asking. SWOT analysis will be the cornerstone of research upon which the rest of the research will be made.
After the SWOT analysis is done and hypotheses are created, then hypotheses should be proven or disproven based on the questionnaire. In a quantitative questionnaire, the questions will be linked to hypotheses in order to solve them. The questions will provide us with the missing information to resolve the hypotheses. When the questionnaires are filled with enough respondents, then results will be worked out.
As a result of these two research methods, the conclusion will make an opinion on the situation of the examined issue. It will be decided in which sectors to continue with current activities or in which to make changes.
1.8 Quantitative research
Methods of natural sciences are unconditionally a model for quantitative research in the social sciences. Why? It is assumed that human behaviour can be predicted and measured to some extent. Quantitative research uses random sampling, experiments and strongly structured data collection using tests, questionnaires or observations. First, we construct the concepts by measuring, then analyse the data obtained to examine them, describe them, or verify the truth of our ideas. (HENDL, 2016)
36 The basic elements of a quantitative approach are usually: research topic, research questions, research hypotheses, research sample, research methods, research organization, data processing and data interpretation.
Process of quantitative research
The basic elements of a quantitative approach are usually: research topic, research questions, research hypotheses, research sample, research methods, research organization, data processing and data interpretation.
The research topic is an issue that the researcher focuses on. The research topic is only the area in which the researcher will be active. Therefore, it is necessary to identify the research problem, or rather the research question (s). The task of research is to find answers to research questions. The more research questions, the deeper and more detailed the topic is examined, but the number of questions is not critical. (ŠVEC, 2009)
Research hypotheses are another important part. These are supposed answers to the above research questions and at the same time have a predictive function. If there are more questions in the research, there are also several hypotheses in relation to this fact. The research hypothesis as such usually takes the form of a simple reporting sentence. The basic and most important feature of a good hypothesis is whether it can be unambiguously confirmed or refuted. A very important component of the hypothesis is the relationship between research variables. A variable is a factor that can have different values, that is, it varies. The variable can be, for example, age, knowledge, intelligence, length of teaching experience, etc. (ŠVEC, 2009)
The next step of quantitative research is the determination of research methods. This means all methods of collecting research data that serve to confirm or refute the hypothesis mentioned in the previous paragraph. The most commonly used methods are questionnaire, interview, observation, scaling, experiment, content analysis, sociometric and projective method. Most research methods are used in research, not just one. Research tools are often also mentioned, which are
37 specific instruments used in the research method (e.g. questionnaire, lesson analysis scheme, etc.). (ŠVEC, 2009)
Sample of quantitative research
The determination of the research sample is followed by the collection of research data, during which the researcher's activity is mostly transferred to the field. It uses its research methods to collect the necessary data. At the end of this phase, he must have all the data he needed to find out. In the next phase of the research is processed. The processing of data is important, it aims to organize the data collected for research and also to evaluate it. (ŠVEC, 2009)
1.9 Questionnaire
According to HORÁKOVÁ: “A questionnaire is a set of different questions, arranged in a sequence. It is submitted to a respondent whose role is to express a personal opinion in the form of answers to the questions submitted” (HORÁKOVÁ, 1992, p.83).
The main activity of the questionnaire is to ask questions; in our case it is a form of written questionnaire. “In a qualitative approach, we are more likely to encounter a structured questionnaire. It may already have some form of "germ" form of some form, where they are printed in a certain order of questions to be answered by the informant” (REICHEL, 2009, p.119).
Advantages of the questionnaire:
- low cost - time savings - not too demanding on the number of researchers - easily repeatable - allows indirect contact - thinking of the answer - easily repeatable
38 Requirements for the questionnaire:
- it must cover all the issues to be addressed - the formulation of questions must be able to answer - must motivate the respondent, must not poison or disgust - questions must be understandable, unambiguous, simple, allowing for sincerity of answers - must not be extensive and time consuming - questions must relate to formulated hypotheses in order to be able to test (confirm, refine, or refute) - questions should form a closed whole
A questionnaire is a method that requires precise work to be done correctly. The aim of the questionnaire must be well thought out, first we must be clear what the questionnaire will be used for - what will be collected and who will fill it. Determining thematic areas to achieve results must make sense, be logically organized. Questions are formulated for each topic (GAVORA, 2010).
Structure of the questionnaire
In order to serve the researcher as intended, the questionnaire should have a well-thought-out structure. When preparing the questionnaire, it is necessary to first divide the basic problem under investigation into several areas. Each of them is specified by items. In other words, the questionnaire cannot be constructed in such a way that the researcher starts to create items from the very beginning. This usually fails to create a balanced questionnaire (GAVORA, 2010).
The length of the questionnaire
The questionnaire should not be shorter than the researcher needs to obtain all the necessary data. But on the other hand, the questionnaire cannot be too long to tire of the respondents, because it usually results in a superficial completion of the questionnaire. The length of the questionnaire should therefore be a compromise between the researcher's requirements and the abilities and interest of the respondents themselves (GAVORA, 2010).
39 The questionnaire consists of elements that are called questionnaire items. Each part of the questionnaire consists of two parts, the question part and the answer part.
1. The question part can be distributed into many question forms: interrogative sentence, announcement sentence with supplemented, written answer, statement with choice from offered alternative answers. 2. The answer part also has various forms: marked empty space to complete the created answer, offered alternative answer or combined answer.
Principles of questioning
According to SUDMAN (2015), two considerations need to be considered when developing individual questions. What is the function of the questionnaire in the questionnaire and how to put it to answer the question to get exactly what we want.
“The number one principle is the clarity of the question” (REICHL, 2009, p.100). In the beginning, questions should be simple and understandable, questions what will motivate the informant to continue filling in. Questions must relate to one problem; we do not want to change the subject. Delicate questions should be neutral, without emotional overtones and should be at the end. Difficult questions should be omitted.
Basic types of questions: (in REICHEL, 2009, p. 100-102)
- Free questions - do not offer any answer and leave the respondent a free hand - Closed questions - lead the respondent to answer in the form of a selection from the offered options. - Semi-Closed Questions - Contains a set of offered answers
40 Goal of the questionnaire
The basic condition of rationally planned research is a clearly defined goal - a well-constructed questionnaire. If the aim of the questionnaire is not thought out, it will be reflected in the whole conception of the questionnaire, its content, form of items, structure. Sometimes even in graphical form of the questionnaire (GAVORA, 2010).
The questionnaire is intended to collect data collectively by asking people about their knowledge, their preference of values or their opinion and attitude. It is currently used for other purposes and also in many fields. (ŠVEC, 2009).
Evaluation of the questionnaire
The results of the questionnaire will be used to prove / disprove the hypotheses. Evaluation of the questionnaire will start with description of general group of respondents. The results of the responses will be described and subsequently linked to hypotheses, which will be clarified. Each hypothesis will be associated with data related to them. A limited number of data will be selected for each hypothesis to facilitate reading the results.
41 2 Practical part
Short history of SK Slavia Praha
The history of the club in Vršovice has been written since 1892, when the first Slavia club, the Slavia Academic Cycling Club, was founded. The club keeps these symbols to this day. In 1901 the first SK Slavia Prahastadium was opened there. As a legend of the time we have to mention Jan Košek, who scored 819 goals in 302 matches. By 1947 SK Slavia Praha had won another thirteen titles, in 1938 even completed the greatest club success on European soil, winning the Central European Cup. After the fall of the Communist regime, Slavia gradually gained new sponsors, which culminated in winning the title in 1996 with the participation of players such as Vladimír Šmicer or Radek Bejbl. Then again, the sports decline, Slavia celebrated another title in 2008, but celebrated already at the new stadium in Eden. Slavia subsequently defended the title in 2009, but at the end of this season began to clout the club disputes between management and players, as well as between management and sponsors. Slavia changed owners several times until it got to the brink of bankruptcy from which. (HOUŠKA, 2010, p.5-16)
It was only after the intervention of Jiří Šimán and the Chinese company CEFC, which bought the shares in the Vršovice club in 2015, settled its receivables and de facto rescued it. (HOUŠKA, 2010, p.5-16)
Brief introduction of SK Slavia Praha
SK Slavia Praha is one of many football teams in Prague. However, what is beyond the majority of Prague teams is the historical success of the club itself. The club has its base in the Vršovice district and is an integral part of the Czech football environment and the highest football competition.
Currently, it is owned by the Sinobo company, which named the stadium SINOBO STADIUM. Chinese investors took over the club in 2015 when they pulled SK Slavia Praha out of ruins.
42 The A-team has been keeping the first place in the table for the second year and no rival from the Czech league can compete with it. The title of SK Slavia Praha will not be celebrated this year due to the end of the league due to the ongoing pandemic.
This year, however, the team achieved unprecedented success, advanced to the basic group of the Champions League, where he bravely struggled with the participants of this most prestigious league: Borussia Dortmund, FC Barcelona or Inter Milan. Unfortunately, they did not make it to the quarterfinals, but still they have achieved the furthest in the history of Czech teams and it is a huge success for SK Slavia Praha team. (Slavia, 2020)
2.1 Marketing mix of SK Slavia Praha
Marketing mix is an important part of the analysis of internal work of the company. The four P's provide information about the strengths and weaknesses of the company, so it is an integral part of high-quality performed SWOT analysis, which in our case is the cornerstone of the research.
The marketing mix of a football club has its specifics in each of the four components of the marketing mix - product, price, place, promotion. The peculiarities of these components will be discussed in the following pages. We will also discuss the strategy of pricing tickets for SK Slavia Praha matches. In this case, the product is complex because it is not literally a product or service, but emotions and experiences from a football match, no matter whether viewed directly from the stadium or television, also play a role. Distribution will be taken from business to consumer (customer opportunities to get to the game, buy tickets). The last point is the promotion, which is very complicated for clubs operating in the football environment, because it needs to strike on the target group.
Following description of SK Slavia Praha marketing mix is based on media search such as the official website of SK Slavia Praha and its subsidiary websites,
43 official webpage of Czech National League and official webpage of Czech Football Association.
Product
The most important product for the club SK Slavia Praha, the key product is the quality of the game and the second the ability of the players - the best performance of the players, which is what attracts regularly a large number of spectators to the stadium and TV screens, it may also increase sponsor's interest in the club. Players and their ability on a football field are considered a football product. Lately, SK Slavia Praha is doing better than excellent according to results in Czech National Leagues past three years, including advancing into group stage of Champions League. Within the framework of SK Slavia, the player's quality to play is met at a very high level, as there are many representatives of the Czech Republic and other states in their cadre. This causes greater attendance on stadium, for example on bad weather days. The team's game performance is considered to be the most attractive in the entire football league. (Fortuna Liga, 2020)
The sale of jerseys and other advertising products can also play a crucial role in the club's economy. Rather, this high-income trend is associated with clubs with a worldwide fan base, because in the circumstances of our environment it is customary to buy a jersey and then wear it until it breaks down completely. It is not really a trend in the Czech Republic unlike in other countries.
Another important product is the sale of tickets and permanent tickets. These items make up the club's economy and make up a large part of their income. SK Slavia Praha had a record number of tickets sold in the last season and almost every match was sold out, in this respect it has been very successful in the last two years.
44 Place
The place where SK Slavia Praha operates is part of the City of Prague - Vršovice. This football arena under the name "SINOBO - STADIUM" was built only for the purpose of this sport, which is also positively reflected in the quality of equipment for consumers. There is a modern background with the possibility of excellent views of the entire playing field. This means there is a huge potential for sold-out auditoriums for every league match. The stadium also includes a reception, cash desks and ticket service. In the middle there is "Komerční Banka", MC'Donalds and Museum of SK Slavia Praha. The stadium forms a great base for the club and is very comfortable for the fans. All promotional and complementary items are sold at the stadium. The company allows shopping in two brick-and-mortar shops with fan items directly in the stadium complex. Tickets and perennials are also available at the same ticket office.
All mentioned items are also available through the internet portal www.slavia.cz or on ticket portals such as “Ticket-Pro.” Through the online store of SK Slavia Praha, you can buy almost anything, from tickets to the jersey of your favourite player.
Price
A large number of people think that the club's direct profits are hidden under the ticket price, and therefore some resent the price of admission to more attractive matches from the domestic league or the European Cups, not to mention the prize money of the European Cup rounds.
The truth is that final ticket prices are based on the costs that club management must count. Such costs include ticket tax, city fee for cultural events (up to 20%), ticketing (up to 10%) and other costs such as electricity, doctors, firefighters, VIP box rental for partners.
Information were received from the marketing department of SK Slavia Praha. Slavia retains circa 50% of the withdrawn amount for the ticket.
45 Nowadays, Slavia has set the prices of tickets and passes very favourably and using various advantages and discounts, comparing the value of the services offered, the environment and the quality of the team compares or exceeds the given ticket price. These prepaid vouchers are clearly the most advantageous option for the owner because the ticket price is reduced by a very noticeable amount, and many other benefits. Slavia also offers discounts to elderly people above the age of 63 by 20% on tickets and club cards. Prices also decrease if a fan is loyal to his team and has been participating in the loyalty program for a couple separate preposition or a conjunction of years.
Ticket prices range from 50 to 840 CZK. The price differs, depending on sector location. More information can be found in the table of price below. The price differs, depending on sector location.
46 Picture no. 2: Ticket price list, (Slavia, 2020)
Prices of season tickets range from 650 to 4000 CZK. The discount is again available, if you only renew your card from last year, you will receive a discount relief. For more information on season ticket prices see the table below.
47 Picture no.3: Season ticket price list, (Slavia, 2020)
Promotion
Analysis of promotion within the marketing mix of SK Slavia Praha will be devoted to the analysis of the use of individual tools, due to which the club seeks to reach potential customers, the general public, loyal fans or the media. They will be advertising, sales promotion, public relations, media relations and direct marketing. When it comes to working with fans, there is a noticeable effort to listen to and meet them on condition that their requirements are acceptable. SK Slavia Praha also seeks to educate its fans and “regular customers” through various accompanying events and joint meetings where the requirements of the fans' representatives and management are discussed. (Slavia, 2020)
48 Advertisement
SK Slavia Praha club uses this tool primarily to make itself known to the general public, to enhance its reputation and image, and to highlight important club events. The club uses print and electronic media and outdoor advertising in this area.
Advertising of sports clubs can be divided into two types. The first type is paying space in each media to advertise the club itself, which would bring greater interest of current fans in the club or attract new fans. The second type is to provide some space by the club to advertise a company. These include areas on jerseys, cushions, stadium, or sports equipment. This work will focus on the first type, or advertising run to inform existing and attract new fans. (ČÁSLAVOVÁ, 2009)
Field of application
Although SK Slavia Praha is one of the largest football clubs in the Czech Republic, it uses advertising in various media. They are primarily targeting Prague and Central Bohemia, as it is in these areas that there are individuals who could attend the club's home games.
Print media
Newspapers and magazines are used primarily to communicate with potential customers during the season or on the occasion of an event. Advertising in the press aims to inform fans mainly about the upcoming home match of the club and in the pre-season, period informs the reader about the advantages of buying a permanent ticket.
Radio
Concerning radio, SK Slavia Praha cooperates with Radio Blaník, Radio Impuls and Fajn radio, where the audience is primarily informed about the upcoming matches. Radio also works to support campaigns such as “Spolu jsme silnější”, to convince the fan to visit the game and be active in the community, taking part in the marches. (Slavia, 2020)
49 Online media
Slavia is continually active on the internet, using its website to remind fans of upcoming matches and events, offering a forum for people's comments or conducting contests for the best player of the month and a fan-selected match. It also communicates intensively through Instagram, Facebook, and Twitter. More information about the online media in the following subchapters. Online media also works as a reminder advertisement, but I think their main purpose is rather public relations. Therefore, they will be described later in this thesis work. (Slavia, 2020)
Public relations
Public relations are currently very important for every sports club. Building positive relationships with the public as well as with your own fans or sponsors is crucial in today's sports world. The aim of the clubs is first to build these relationships and then maintain them. PR takes care of these activities in sport clubs.
Slavia uses several tools in public relations for better communication with fans.
Autograph signing, meeting with players
SK Slavia Praha organizes signing events or signing events regularly every six months. Mostly autograph signing takes place at the end of the autumn and spring part of the league, or during exceptional events such as winning the cup, winning the title or opening a new stadium. All A-team players and the whole implementation team usually take part in these autograph sessions.
In connection with book signings, it is necessary to add that they sometimes take place during home matches. When an A-player is injured and cannot enter a match, he / she signs during a half-time break in the parents' and children's sector. Although there is only one player, a maximum of two players, these half- time signature events are very popular, especially for children who can see their idols live. (Slavia, 2020)
50 Media Campaigns (Slavia, 2020)
After the arrival of new owners, the intensity and quality of communication campaigns changed considerably. During the year, SK Slavia Praha is trying to think of several types of campaigns for fans to raise awareness of the club and to improve the relationship between the club and the fans. The most successful clubs, including SK Slavia Praha, already realize that fans are very important to the club, as it brings revenue in the form of buying tickets, passes, or merchandising itself. The clubs have focused mainly on fans in recent years, trying to engage with fans with creative media campaigns. Slavia is not different.
“Pro posilu”
#ProPosilu was created in 2016. The main goals of this campaign were promotion of the club, active involvement of fans in the performance of new reinforcements and at the same time showing reinforcements in an unusual way of comments were posting their answers. The campaign was run on Facebook, YouTube, Instagram and Twitter.
The uniqueness of the #ProPosilu campaign was also appreciated by the sports diaries, which rated it very positively and provided Slavia with free publicity thanks to articles about the event and helped to increase its overall reach.
“Spolu jsme silnější”
Hashtag campaign #SpoluJsmeSilnější has been here for over three years. It is a long-term communication campaign aimed at connecting club and fans as much as possible. The very motto “SpoluJsmeSilnější” clearly shows that the club is much stronger with fans than without them. A document was even made in honor of this campaign.
To capture this hashtag and at the same time to popularize this communication campaign very last season, during which Slavia won the league title and hashtag itself has become extremely popular on social networks and especially on Twitter with Slavia fans. Slavia adds this positive hashtag to each Twitter account. The club celebrated 125 years since its foundation and mapped the championship season.
51 “Otevíráme Eden”
The last communication campaign mentioned in this bachelor thesis is the “Opening Eden” campaign. As the name implies, it was the opening of Eden to fans who had the opportunity to go through the newly emerging museum, stadium facilities, VIP zone, or premises serving journalists.
This event was associated with the signing of current players, as well as legends from previous years, so the interest in the event was relatively high, which was a pleasant surprise for the club management and the event was 14 days later due to great interest again, but in with a smaller range and with the participation of a limited number of A-team players.
“SuperSlavia”
This latest campaign was a celebration of a series of its continuous titles of SK Slavia Praha in the Czech National League. This campaign was a reaction to the huge increase in Slavia's fan base. This significant growth was recorded thanks to Slavia's successes.
This campaign displays Slavia Team members, coaches and even a fan as a superhero with a description and a comic-like picture.
The main purpose is to sell season tickets to the unbeaten Slavia with many benefits and discounts that you can see on pages 47-48.
Picture no. 4: SuperSlávista, (Slavia, 2020)
52 Official website SK Slavia Praha (Slavia, 2020)
Another PR tool is the club's official website. It is Slavia's basic tool of communication with fans, because of the increase in popularity of social networks, the club website retained its regular visitors. In addition, Slavia often adds a link to the official website in its social posts.
The website itself is made in club colours and the fan learns all possible information about the club. Starting with information about club management, A-team, youth, tickets, other matches, reports from past matches and ending with club partners.
Slavia strives to continually modernize its website so that the website is as clear as possible and graphically nicely processed. Recently adding a history section where you can go through the entire history of the club. There is also a Slavia TV option, which connect you right into their YouTube channel.
There are lots of links to friendly websites from other Slavic organizations on the official SK Slavia Praha pages, here are the three most relevant ones:
• “Odbor Přátel” - The organization is the oldest fan movement in the country. The most important thing for the organization is the support and promotion of SK Slavia, but to the same extent all services for organized fans of SK Slavia Praha, especially for those outside Prague. • Fanclub slavista.cz - Fanclub SK Slavia Praha - football, was created on the basis of an effort to unite individual streams and groups of supporters of Slavia football and in an effort to create a modern platform for the participation of other SK Slavia Praha fans. • “Tribuna Sever” - Organization of rock fans, who also call themselves “Hooligans”, are hardcore fans for whom SK Slavia Praha comes first.
Social Media
Social networks like Facebook, Instagram or YouTube have recently been the most powerful public relations tool of SK Slavia Praha. The main purpose of social media is to maintain constant contact with fans - to keep them informed
53 about events, to actively communicate with them. By overloading the fan with information and posts from several angles at once, they are constantly in the subconscious of the fans, who can then build an emotional bond with the club.
YouTube
YouTube is used to post montages from SK Slavia Praha matches. Furthermore, here again we see a pile of material with players, coaches, and football experts. You can see that Slavia is trying to please SK Slavia Praha individuals and the fans have developed an emotional bond with them. Other content on YouTube includes podcasts, short interviews, training, or dressing room videos. YouTube channel tvslavia has increased its followers from 4,000 to nearly 40,000 over the past four years (Socialblade, 2020)
This social network acts as a bulletin board for events, posts, and in particular acts as a link to other media such as YouTube videos, Instagram photos, etc. Upcoming events, match results, newly released interviews, videos and lots of photos are announced here. Fans can comment on, respond to posts and give feedback to Slavia club. There are 120 000 people on the Facebook page. (fanpagekarma.com, 2020)
This medium is mainly about photos, videos and lately very popular "stories" and "Instagram TV". Instagram is not only full of photos and videos of SK Slavia Praha, there are also many historical photos and moments, which will make the fan feel good even if the team is just not doing well. The biggest blockbuster on Instagram Slavia is the so-called “days with players”, where SK Slavia Praha account goes to one player with an A-team for the day and he manages it all day and the fan can peek into his idol life. This is another great move of SK Slavia Praha to get into the heart of a fan and allow him to identify with the player.
54 Support of sales
Promoting sales is about not raising interest in Slavia products through various marketing activities through their media channels. But about selling Tickets, permanent tickets or promotional items such as jerseys, scarves and caps are mentioned most often in connection with the sale.
Discount have the effect of increasing the sale of season tickets. Handicapped people have a ticket for only 650 CZK, which is only 1/5 of the initial price. Seniors over 63 have a 20% discount on the basic price of the season ticket, which will be awarded in the reservation for the new season. There are also discounts for families with children who get one per adult ticket for only CZK 1. Students and children have their special season ticket prices
Existing season tickets have a pre-purchase right for the new season of SK Slavia Praha, they have this right for every match of the league or other cups. It is the preferential right to buy tickets for European competitions that is very appealing to fans, as the possession of a permanent ticket gives the fans a guarantee that if they wish, they will have their place reserved for the League or European League match. Members of the "Klub Přátel" and the "Fanklub" are entitled to a 10% discount on the season ticket price this season.
Sales support is also used in communication with sponsors or potential sponsors, but this work is focused on communication of the club with fans. Therefore, they do not focus on sales promotion in the area of sponsorship. All specific ticket prices are available on pages 47-48.
Direct sales
The involvement of personal sales in the relationship between the club and the fans would not bring any great benefits to Slavia. The club should focus primarily on advertising, public relations and sales promotion, as has been the case so far.
55 Media relations
Media relations are important for the club. The better the relationship of the club with the media, the more often the mention of the club, players, or activities of the club itself in the media. Increased information media coverage alone leads to increased interest in the club and may also increase the number of fans.
As one of the top three football clubs in the Czech Republic, Slavia appears quite often in the media. The highest concentration of cells occurs the day before the match and then immediately after the match. But they are not just reporting, or certain predictions of individual Slavia matches. In the media we often meet with interviews or blogs of individual editors, which very often focus on the stitched. In these blogs, the overwhelming majority assesses newcomers and their possible contribution to the team or analyses the style of play and the causes of success or failure.
If we look at the cooperation with other Czech sports diaries, SK Slavia Praha already cooperates with them without any problem. Often interviews with individual players, or directly with members of the management or implementation team. Increasing the number of articles on Slavia then increases its publicity and can lead to new fans or more simply to increase interest in the club.
2.2 SWOT analysis of SK Slavia Praha
To better understand the situation and position in which the club SK Slavia Praha nowadays is, the SWOT analysis is presented. The basis for this analysis was media monitoring, long-time fan experience of the author, informal interviews with SK Slavia Praha fans. A basis for the analysis is also a thorough analysis of all marketing activities of SK Slavia Praha and their communication mix.
56 Strengths
• Transparent history of the club • Positive relationship with diaries • Youth work, successful youth • Website • Cup results (winning Czech National League three time consecutively) • Slavia is a well-known and recognized brand • Experience from foreign competitions • Media campaigns • Interaction with fans • Loyalty program • Wide fan base • Media interest in SK Slavia Praha
What should be mentioned first is the great results of SK Slavia Praha across competitions in the last three years, which puts the club in a great position, reinforcing the brand SK Slavia Praha as a great known brand. These achievements also give the club a lot of experience from foreign, often more advanced teams. Media interest in this brand is great, the media club is good, the popularity carries a lot of positive factors such as wider fanbase, advertising, etc.
The club page (Slavia) has seen great innovations in recent years, has added an extensive section of the history of the club that strengthens the image of SK Slavia Praha, and also strengthens the relationship with fans and brings a lot of information about events of SK Slavia Praha. Furthermore, the club works great with social media of many kinds (Facebook, Instagram, YouTube), where it takes care of daily interaction with fans, uncovering the following corners of the club SK Slavia Praha. Social media such as Instagram, which was launched in 2014, already records about 100,000 subscribers, allows a great reach and opportunities for marketing use. The club page has been expanded by many sections and is associated with SK Slavia Praha partner websites (Odbor Přátel, Fanshop, Tribuna Sever). (Slavia, 2020)
57 SK Slavia Praha loyalty program is a powerful tool. In 2019/2020, 12,000 active season tickets have been used. SK Slavia Praha shows number of deal offerings that bring more people among fanbase. As a result, the fan community is enlarged, resulting in more club interest and prestige. (isport-blesk, 2020)
Weaknesses
• Occasional mismanagement • Violence, pyrotechnics during matches • Unnecessarily big salaries of players • Weak organization of sectors for fans at the stadium
The weaknesses of the club are the occasional mismanagement of funds, including the mismanagement of money associated with buying players and overpaying A-team players.
Another mistake of the management is the failure to handle the situation with radical groups of fans that cause riots in the stadium. The result is fines from the Football Association of the Czech Republic or bans on the sale of tickets to the stadium sectors, which leads to less profits and a lack of interest by fans to attend matches.
Opportunities
• Presentation of the club in the shopping centres (Flora, Eden) • Advertising near the stadium or nearby parts of the city • Mobile marketing - applications • Regular participation in the Champions League or the European League • Cooperation with foreign teams • Own printed media SK Slavia Praha • More fan competitions • A place for pre-match rallies at the stadium for fans • Parking near the stadium • More sports facilities for youth of SK Slavia Praha
58 Other opportunities for the club include the correct use of possible advertising space around SK Slavia Praha stadium and the use of nearby shopping centres for advertising. These centres surround the stadium area, many potential customers pass through these places on a daily basis. This would help raise team awareness around the stadium and potentially drive more customers.
New media could be among the great marketing opportunities, although SK Slavia Praha is seen in many dailies and on many internet portals, they lack their real medium. For this purpose the magazine SK Slavia Praha could serve. Another opportunity could be a custom-made application for the mobile phone, it would be very modern, appropriate for today's age of smartphones. The application could have a lot of usage.
Threats
• Restriction of finances from owners • Corruption • Vandalism of fans • Possible fines • Bad club results • The interest of fans drops • Uninterest of fans • Change of club owners
What can harm the club is the lack of fair dealing or corruption. Corruption can result in scepticism of fans in SK Slavia Praha, loss of sponsors and quality players who will not want their name to be associated with the club. This may be followed by Fines and various measures that SK Slavia Praha may impose on the Football Association of the Czech Republic.
Another threat could be changing the owners of the team, coach, or enormous weakening of the team, falling out of competition or vandalism in the stadium.
Results of the SWOT analysis
59 After examining the communication mix of SK Slavia Praha and their marketing it is apparent that SK Slavia Praha has a lot of advantages and number of strengths and opportunities outnumbers weaknesses and threats. In order to prove that this has been the case lately, a comparison of marketing activities from previous years will be used to determine whether any progress has been made in this sector. For comparison we can use the internet portal (eVisions.cz) that speaks about SK Slavia Praha.
To prove the truth or disprove this article, it is done by citing the author of the article and then trying to confirm / not confirm authors' claims. There will always be a quote from the literature, followed by a comment from the author of this thesis.
The article name is “Tip on improving the marketing activities of football Slavia.” In the article, the author VIDIM Jaroslav (2016) claims that SK Slavia Praha has many possibilities to improve its attitude to marketing. It is divided into several chapters; each chapter talks about a certain lack or opportunity of marketing SK Slavia Praha.
This article discusses the shortcomings of the marketing communication of SK Slavia Praha football club from 2016. The author is Jaroslav Vidim, who is listed on the website (www.evisions.cz) as an online marketing professional of an agency eVisions which specializes in online advertising. Jaroslav Vidim's claims are:
1. “SK Slavia Praha does not focus on promotion of matches in neighbouring districts of Prague, it does not inform about matches or club presence.”
This problem is confronted in the Opportunities section (p. 57), where this strategy is proposed to increase future potential customers. SK Slavia Praha partially solved this problem by a huge activity on social media (Facebook, Instagram), where it regularly reports on upcoming matches. What is missing here is advertising right in the streets of these neighbourhoods.
2. “SK Slavia Praha is not perceived as a luxury brand.”
60 We can refute this claim. SK Slavia Praha is one of the strongest brands in the Czech National League. SK Slavia Praha possesses a strong brand. Properties of SK Slavia Praha brand is mentioned in chapter "Strengths".
3. “Without history, we are nothing, club does not emphasize glorious history. It is the oldest football club in the Czech Republic, historically it is also one of the most successful. But it is nowhere to be seen.”
Since 2016, the website has completely changed, which has a whole section on the history of the club. Reminder posters of well-known player legends were added around the stadium. Social media regularly remind of the club's historical moments. (Facebook, Instagram).
4. “Social media are not active, Instagram has only 4k followers, Facebook is not united”
Social media posts up to several times a day. Instagram has increased the number of followers 5 times to 100k since 2016. Facebook cancelled scattered small groups about the club and established a unified group that provides 120k followers. The activity of these media increased rapidly, and the management of SK Slavia Praha takes care of them. According to the Socialblade portal, SK Slavia Praha's Instagram profile reaches an average of 2,000 new subscribers each month. Since its establishment in 2016, it has gained an incredible 104,000 customers. (Socialblade, 2020)
5. “SK Slavia Praha lacks proper motto”
This problem was solved by SK Slavia Praha through its media campaigns. Each campaign comes with its own motto, such as “Together we are stronger”. Each campaign is accompanied by its own promotional items. Social media is overcrowded with slogans, most of which encourage fans to stand by themselves and at the club. (Slavia, 2020)
61 Conclusion of SWOT analysis
Marketing has proven to be a strong point of the club, which has a tremendous potential, as the fan base has grown greatly in recent years due to success of the club. SK Slavia Praha is improving, and the club management is aware that especially online marketing is a very powerful tool for communication between the club and fans. It can be seen that over the years SK Slavia Praha has made many weaknesses into its strengths. As described in the chapter "opportunities" there is still a lot of potential for improvement in many ways. SK Slavia Praha must correctly identify potential threats and take measures to avoid them. (Slavia, 2020)
2.3 Hypotheses
As mentioned in the theoretical part of this work. The hypotheses are based on the SWOT analysis that was performed. This analysis is performed on the communication mix and marketing activities of SK Slavia Praha.
It concluded that the marketing of SK Slavia Praha has been moving forward rapidly in recent years, significantly increasing its activities and communication with fans. It has also been introduced to move many media that was first unmanaged as YouTube, Instagram and Facebook.
Everything started to move together with the recent successes of the club, which, after gaining experience from other foreign clubs, started marketing at a level that suits the clubs' achievements.
The marketing activities of SK Slavia Praha proved to be the strength of the club, which has been a lot of work in recent years. In view of these facts, these hypotheses have occurred:
1. “Following the media activities of SK Slavia Praha strongly affects the daily life of a Slavia fan” 2. “A media-active fan of SK Slavia Praha spends more financial sources to SK Slavia Praha than a media-passive fan of SK Slavia Praha.” 3. “Effective marketing influences the arrival of new fans.”
62 These hypotheses were chosen based on a strong SWOT analysis of the club. Thus, hypotheses assume that the marketing of SK Slavia Praha will have a positive effect for the club and can have a social impact to such an extent that it affects the behaviour of fans and probably even their lives and habits. The hypotheses aim to prove the social impact on the SK Slavia fan community in various sectors (financial, social, family and emotional). The conclusions of the hypotheses will be presented in the results of the questionnaire.
2.4 Questionnaire
The questionnaire is usually taken as a method of quantitative research. It depends on the type of questions and the way of data interpretation. Since the complex analysis of numerical results will not be used and the questionnaire is based on the SWOT analysis, which belong to qualitative method, it could be taken as qualitative method. The questionnaire questions try to work with hypotheses and give a new perspective on the marketing of SK Slavia Praha.
The hypotheses try to prove that the marketing of SK Slavia Praha has a significant impact on the behaviour and habits of the fan of SK Slavia Praha. The questionnaire was prepared to prove that marketing activities have social impact in several spheres (financial, social, family and emotional). Based on the hypothesis results, we will conclude whether marketing has a direct impact on SK Slavia Praha fan or not.
The questionnaire is made from 19 questions and 1 sub-question which relates to another question and gives the respondent to attach text answer. Questions are mostly single-choice questions. The rest of the questions are multi-choice questions, where the respondent is given multiple choice and can choose any number of answers.
The questionnaire is divided into several parts, the first part focuses on the division of participants into a definable group, questions address the age, education, residence, and gender of the respondent.
63 The second part focuses on various questions about the media activities of SK Slavia Praha, where it examines the effectiveness of various media and ways of communication. The questions are directed not only from the perspective of the club SK Slavia Praha, but also the fans and their involvement in the world of media.
The final part of the questionnaire is devoted to questions that should help with making recommendations for the future conduct of SK Slavia Praha marketing team. Questions that will not be used to prove hypotheses will be used to make recommendations.
Research participants
The participants of the research are fans of SK Slavia Praha. Fans are the target group of the club's marketing, the target group could be new potential fans, but most marketing activities do not target them, so they are not included in the questionnaire. Hypotheses were also created to clarify the social impact on the club fan, not on the new-potential fan. In this case timeline does not play a role in selecting a group of respondents.
Method of data collection
The data was collected using an online questionnaire in April 2020. The questionnaire was distributed among the fans of SK Slavia Praha for 2 days. After 2 days questionnaire achieved 2 000 responses. That many responses seemed to be sufficient for the purpose of representative sample. Questionnaire was posted on couple of social media. The main source of the sample were Facebook groups, Facebook is one of the most active media of SK Slavia Praha, which provided most of the answers. The questionnaire was conducted in the Czech language but was translated into English for the purpose of this research. The full text of the questionnaire is attached.
64 Characteristics of the sample
The participants in the research are fans of SK Slavia Praha. Regarding the identification of this group, three basic criteria were chosen - gender, age, and educational attainment.
Used questions: Questions number 1, 2, 3, 5 (see questions in the Annex – Questionnaire for SK Slavia Praha fans). These questions are related to fan typology.
Question no.1: What is your gender?
Graph no.1: Gender of respondents
0.35% 16.40%
Man Woman Other
83.25%
In terms of gender, these results were predictable. Football is more of a men's domain. Therefore, most respondents identify themselves as male (83.2%). Women make up almost one-fifth of the sample (16,4%). A negligible number of respondents do not identify themselves as either male or female and represent the missing piece (0,4%).
65 Question no.2: What is your age?
Graph no.2: Age of respondents
2.86% 10.05% 14.01%
10-17 years 18-30 years
24.86% 31-45 years 46-60 years 60+ years
48.22%
Most SK Slavia Praha fans are aged 18-30 (48.2%). The second largest age group is fans aged 31-45 (24.9%). The rest are teenagers and old people.
Question no. 4: What is your accomplished education?
Graph no.3: Education of respondents
1.52% 18.05% 17.80% Primary ed.
Vocational certificate
Secondary ed. + graduation 18.55% College ed.
44.08% Other
Almost half of the fans finished secondary education with graduation (44,08%). Almost one-fifth have completed university education (17,80%). The remaining number of fans have either a basic education or vocational certificate.
66 Question no.5: How long have you been a fan of SK Slavia Praha?
Graph no.4: Length of club support
1.16% 3.57% 10.16% 1 year
1-2 years
3-5 years
6 and more years 85.12%
The collected sample shows that the majority of fans (85.12%) support the club for 6 years or more.
Evaluation - Characteristics of respondents
According to the results, the majority of respondents completed secondary education with graduation. The second position is divided by equal parts between primary educated, vocational certificate owners and college graduates.
It can be said from the results of the respondent's characteristics that the average fan of SK Slavia Praha is a young graduate with a high school diploma in his/ her young adulthood. The average fan will belong to the middle working class and earns a slightly above average salary. The average fan will go to work from Monday to Friday and will have a family. The average fan of SK Slavia Praha has been supporting 6 or more years.
67 2.5 Hypothesis no.1 – resolution
Hypothesis no.1 states:
“Following the media activities of SK Slavia Praha strongly affects the daily life of a Slavia fan”
Used questions: Questions number 8, 9, 10, 18 (see questions in the Annex – Questionnaire for SK Slavia Praha fan). These questions were chosen because they reflect the fan's activity in the media world of SK Slavia Praha. The following text is describing each question and its results.
Question no.8: From which resource do you usually get information about the football club SK Slavia Praha?
Graph no. 5: Type of media channel used by fan of SK Slavia Praha
1800 1592 1600 1400 1200 1105 1020 1000 759 800 551 600 469 418 400 200 0 Facebook Official Instagram Youtube Newspapers, Twitter TV website journals
Number of followers
The most watched medium is Facebook, which is watched by 80.2% of fans. The official website of SK Slavia Praha and Instagram take the second and the third place. These media are used by 55.6% and 51.4% of fans. YouTube is the last to maintain at least 38.2% viewership among fans. Other media are not so much used at this time.
68 Question no.9: Which projects of SK Slavia Praha are you familiar with?
Graph no. 6: Awareness of SK Slavia Praha media projects
2500
1916 2000
1411 1500
1000 871 668
500
0 "SuperSlavia" "Pro posilu" "Spolu jsme silnější" "Otevíráme Eden"
Number of followers
The most watched campaigns are the "Spolu jsme silnější" - the hashtag campaign, and the "SuperSlavia" – season ticket campaign. The third is the open day at Eden Stadium. The last place is taken by the campaign "Pro posilu" - a campaign for newcomer players.
Question no.10: How often do you follow media in which SK Slavia Praha participates? (Social media, TV, Journals, Website)
Graph no. 7: Frequency in which fan of SK Slavia Praha interacts with media
7.66% 0.55% 4.84% Every day
13.00% Every other day Once a week Twice a week 73.95% Never
Most fans (74%) seek media with SK Slavia Praha every day. The remaining 25% are fans who watch the media one to three times a week. Almost everyone from all 2000 respondents follows the media, with a few exceptions.
69 Question no.18: Does your family support activities related to SK Slavia Praha?
Graph no. 8: Empathy of families towards fans' activities connected with SK Slavia Praha
17.72% Supporting families
Not-supporting families 82.28%
Most of the families of the fans support their activities related to the club SK Slavia Praha (82.28%). The rest of the families do not support or do not agree with their activities (17.72%).
Evaluation - hypotheses no. 1
The result of the questions proves that the average fan of SK Slavia Praha is regularly active on the media.
The most watched channels are Facebook, Instagram, and the Official Website of SK Slavia Praha. These media offer a lot of posts daily. A fan can therefore actively follow the events around the club and be an active member of the community. Activity among community members strengthens the club's image and the fan feels like a part of something important (as a club member).
Daily media watching affects the fan both temporally and socially, as people in the fan's social circle will notice his / her constant daily activities related to the club SK Slavia Praha. If a fan spends several hours a day watching the media, it is assumed that the fan's relationships will affect his / her behaviour. This can result in a change in his / her social circle in which he / she lives or moves in. The family will also be affected, relationships might deteriorate, or the rest of the family become a club supporter since most of the fans' families support their activities connected with the club.
70 If a fan is active on several channels every day, we can expect that he / she to spends more money on average than a fan who does not follow SK Slavia Praha and is passive in media. However, this problem will be discussed in the second hypothesis.
Active media monitoring strengthens the fan's relationship with the club and its players. This can result in a fan becoming more active in attending matches and related events. His / her loyalty to the club will increase and with that his / her priorities will change. He / she will also see the Slavia brand as the first choice.
The great interest in SK Slavia Praha campaigns proves the great interest and connection of the fan with the club. For example, the campaign "Spolu jsme silnější" is a campaign that motivates the fan to have a constant contact with the club and other fans, the fan constantly monitors what is happening around the club, posts on social media, and comments often. The "SuperSlavia" campaign, which proved to be the second strongest, shows the fan's interest in the season ticket. Season ticket owners will go to matches more often, thereby spending more money and time with the club and its social circle around the club.
We can afford to say that the media activities of SK Slavia Praha have a direct effect on the daily life of a SK Slavia Praha fan. The media affect it in several aspects. They definitely affect the fan financially. If the fan is highly active, his / her social circle will certainly be a reflection of his / her activity with the club. Relationships in the family will also be affected, in some cases positively, in some other cases negatively. The time load will increase with the growing media activity of the fan.
71 2.6 Hypothesis no.2 – resolution
Hypotheses no.2 states:
“A media-active fan of SK Slavia Praha spends more financial sources to SK Slavia Praha than a media-passive fan of SK Slavia Praha.”
Used questions: Questions number 3, 7, 12, 14, 15, 17 (see questions in the Annex – Questionnaire for SK Slavia Praha fan). These questions were chosen because they are closely related to the activities associated with spending the fan's money.
Question no.3: What is your residence?
Graph no.9: Residence of the fans of SK Slavia Praha
Prague 29.95%
52.81% Surrounding of Prague ~ 35km
35km or more away 17.24% from Prague
Most of the respondents live more than 35 km from the base of SK Slavia Praha club. Prague is the residence of a third of respondents (29.95%). The others live in the vicinity up to 35 km from Prague.
72 Question no.7: Do you own a season ticket?
Graph no.10: Season ticket ownership
22.61% No - I buy regular tickets Yes - first year
12.22% 56.99% Yes - 2-3 years
8.18% Yes - 3 and more years
Over half of the fans do not have a season ticket for SK Slavia Praha matches (57%). Fans who own it usually have it for more than a year (43%).
Question no. 12: How often do you attend matches of SK Slavia Praha?
Graph no.11: Attendance at matches
8.84% Every match 22.01% 11.29% Max. once per month
Max. twice per month 6.44% Three times per month Four times or more 12.56% per month Only watching TV 23.90%
14.96% Other
Almost a quarter of respondents go to every match of SK Slavia Praha regularly (22.01%). A quarter go the most once a month (23.90%). Another part of the respondents go to the match 2-4 times per month. Only 11.29% watch matches on TV.
73 Question no.14: What matches do you attend the most?
Graph no.12: Diversity of visited matches
1000 946 900 800 700 566 600 529 500 400 300 200 100 0 Home matches Home and away matches Home, away and foreigh matches
Attendance
Half of the respondents go only to home matches (48.6%). One third of respondents go to home matches and travel to outdoor club matches (29.1%). Another third attend home matches, away matches and matches that take place abroad (27,2%).
Question no.15: How do you spend your time at the stadium during SK Slavia Praha home game?
Graph no.13: Activities of SK Slavia fan at the stadium during home game
1600 1471 1400 1200 1115 1000 863 800 600 400 310 301 200 110 0 I only come for I come an hour I stay an hour I visit fan shop Refreshments Museum of SK the duration of before the after the match Slavia Praha the match match starts has ended
Attendance
Most fans come to the stadium one hour before the match starts (75.9%). Almost half of the fans visit the fan shop (44.5%). Greater half use the possibility
74 of refreshments at the stadium (57.5%). Most people go straight home after the match and do not visit SK Slavia Praha museum.
Question no.17: What items with SK Slavia Praha logo do you own?
Graph no.14: Ownership of items with SK Slavia Praha logo
2000 1750 1800 1600 1466 1448 1333 1400 1136 1200 1000 800 564 600 420 400 200 0 Jersey Scarf Head cover Flag Other clothes Other items Other (items (badges, for cheering) mugs, wallet)
Almost every fan owns an item with the loge SK Slavia Praha. The most numerous items among fans are jerseys, scarves, other clothes (t-shirts, hoodies) and other items (badges, mugs, wallets).
Evaluation - hypothesis no.2
The hypothesis builds on the result of the questionnaire, where it is possible that all other fans are active in the media every day through several channels. The assumption is that the fans are active in the media, these fans watch the media activities of SK Slavia Praha club and are influenced by them.
A fan who is active on the media will spend more time with the club and invest more money in activities related to the club.
It is seen from the research that most fans are not residents of the city of Prague. The home matches of SK Slavia Praha are very popular, so we know that fans have to commute. Commuting to matches is worth the money. One third of fans also claim that they attend outdoor and foreign matches, which is an additional cost. Matches outside the Czech Republic can sometimes be awfully
75 expensive. Trips to these matches involve a considerable time investment and other costs connected to the transportation and accommodation.
More than half of the people do not have a seasonal ticket, it is assumed that because they are not residents of Prague and would not be able to attend all home matches, the season ticket would not pay off so much.
The results of ownership of items with SK Slavia Praha logo show that each fan owns several items. Some items such as a jersey are expensive. The scarf is an item that is owned by almost every fan. Items such as jerseys change more often, because the team always changes the design and replaces the players on regular base. Marketing campaigns that are extremely popular with fans have a lot of additional items that the fan can buy.
The media-active fan monitors activities around the club, so the fan will go to events associated with the club more regularly. Fans like to go to the stadium premises an hour before the match and thus enjoy the day of the match, they use the stadium facilities (museum, fan shop).
According to clearly stated arguments, the hypothesis is confirmed, a media-active fan will certainly spend more financial sources on the club SK Slavia Praha than a media-passive fan.
76 2.7 Hypothesis no.3 – resolution
Hypothesis no.3 states:
“Effective marketing influences the arrival of new fans.”
Used questions: Questions number 6, 13, 16 (see questions in the Annex – Questionnaire for SK Slavia Praha fan). These questions were chosen because they relate to gaining new fans for SK Slavia Praha club.
Question no.6: How did you become a fan of SK Slavia Praha?
Graph no.15: The fans' reason to become a supporter of SK Slavia Praha
9.20% Family tradition 13.00% Through media
1.70% Sympathy towards an athlete 2.11% Residence nearby club' base Employee/player 12.38% Belonging to a group 58.99% of people 2.62% Other
Most respondents became fans of SK Slavia Praha due to family tradition (58.99%). The other most common reasons are sympathy for SK Slavia Praha athletes and belonging to a group of people.
77 Question no.13: What motivates you to attend a match of SK Slavia Praha?
Graph no.16: The reason for attending a match
1.40% 1.31% 5.90% Quality game Relationship to 22.83% the club Service at stadium 0.05% Clubs' results
0.86% Clubs' online posts 10.90% Atmosphere at the stadium Rival team 56.78% Other
The motivation of the fans to attend the match arises from their relationship with the club. Fans love the atmosphere of the stadium and the services it offers.
Question no.16: Who do you go to match most often with?
Graph no.17: Fans' escort to the match
7.26% Alone
With a family member 51.58% 31.08% With my partner
10.07% With a friend
Fans go to matches most often with friends (51.58%). The second most common companion to visit a match is a member of the fan's family (31.08%).
78 Evaluation – hypotheses no.3
This part of the questionnaire focused on the motivation of the fan for a football match.
The fans' motivation to come to a football match or start supporting SK Slavia Praha club is rooted in family or other reasons. Fans like to go to the stadium because of their favourite athlete, the quality of the game or the success of the club. The fan must also like the sport, so it is not easy to find new fans.
The media can increase the fans' engagement in the club but does not guarantee the arrival of new fans. The goal of the media is, of course, to get a new fan to the match, but that is not his main goal. The main goal of the media is to strengthen the existing fan relationship.
One of the few ways in which marketing can get new fans to the stadium is through the social circle of the already active SK Slavia Praha fan. The social circle of the fan notices his frequent interactions with the club and then becomes interested in the club. This can also work in families that can pull down their relatives to support the club.
It can be said that effective marketing affects the arrival of new fans, but only to a limited extent. Marketing is moving in a different direction and this is not its main goal.
2.8 Recommendation for SK Slavia Praha
We will use the questions from questionnaire number 11, 20 for the recommendation. These questions were created with that purpose. Fans were able to express their satisfaction with the marketing activities of the club. They could also comment of the question whether they would like SK Slavia Praha mobile application, because it came to me as a good idea and something, I would be interested in myself. I will also investigate the SWOT analysis and use some opportunities that seemed like good ideas for the club's marketing.
79 Question no.11: How do you rate presentation of the club in media?
Graph no.18: Fans' evaluation of SK Slavia Praha media presentation
5.52% 0.86%
Excellent Very good
52.81% 40.81%
Good Sufficient
Fans rate the club's presentation very well, only 5.52% are slightly dissatisfied with the club's presentation. The rest of the fans rate the presentation of the club excellently or very good.
Question no.20: Would you like SK Slavia Praha mobile?
Graph no.19: Liking of SK Slavia Praha mobile application idea
8.16%
Yes No
91.84%
Almost all fans of SK Slavia Praha (91.84%) would like SK Slavia Praha mobile application.
I would recommend SK Slavia Praha to create an application for its fans. The application could contain links to other SK Slavia Praha media. The application could also be used as an interactive platform for commenting, voting, etc.
80 There would also be information about upcoming team matches, events and other events of SK Slavia Praha.
As we can see from the questionnaire, most fans go to the match for reasons other than marketing SK Slavia Praha. I would recommend SK Slavia Praha for a larger presentation of the upcoming matches. The presentation can take place online via the mentioned media. What is missing are great banners for which the Eden stadium could be used, posting information about the upcoming match could bring new fans to the stadium. The presentation of the club in the adjacent parts of the city is also very weak. Posters, flyers, or stickers could solve this problem.
Fans go to the stadium for an hour before the match to enjoy the day with other football fans. I would take advantage of this fact and try to make their stay at the stadium even more pleasant. Whether it is making your stay more pleasant by building a car park or a pub just for the fans. I think the fans would really appreciate it. The only parking lot at the stadium is the parking lot of the Eden shopping centre, which is however is difficult to access in the hours after the match. We can assume that fans would also welcome more competitions in the hours before the match so they can win some prices and have fun.
It can be seen marketing SK Slavia Praha has been a flagship in the last few years. Social media like Facebook, Instagram and YouTube have grown to big numbers. Fans and the club are still active here, which strengthens the fan's relationship with the club and his interest in the club. The marketing club should continue its activities at the same pace as it does until now. I would still recommend continuing with the marketing campaigns. Marketing events show great interest and almost every fan knows them.
81 Conclusion
The main goal of the work was to investigate the marketing strategies of the football club SK Slavia Praha and to evaluate whether they have a direct influence on the club fan or not. Another goal of the work is a marketing recommendation for the club.
The theoretical part covered the knowledge of marketing communication and the specifics of sports marketing. All the methodology used for the research is mentioned. It is a combination of qualitative (SWOT analysis) and quantitative research (questionnaire).
The qualitative and the quantitative method complement each other. The qualitative research investigates the marketing activities of SK Slavia Praha, which cannot be generalized because it is focused only on SK Slavia Praha fans. The quantitative method then collects the necessary data.
In the practical part, these two methodological procedures were used. The SWOT analysis was performed to evaluate the marketing activities of SK Slavia Praha and helped identify hypotheses that focused on the social impact of marketing on the fan. A questionnaire survey was used to resolve the hypotheses, which obtained quantitative data from SK Slavia Praha fans.
All three hypotheses were tested and confirmed by a questionnaire survey. It was concluded that the marketing activities of SK Slavia Praha influence the fan in several ways (financially, socially, temporally, family). The results are meaningful with respect to the number of respondents.
The first hypotheses concerning the influence of media activities on daily life of the fan was proved. The vast majority of fans follows social media. The most followed source of information is Facebook. Fans of SK Slavia Praha are immensely influenced by daily media activities, fans also proved to know most of the projects of marketing department, especially the latest ones. Fans are deeply influenced
82 by these projects. Therefore, we can conclude the marketing activities of SK Slavia Praha are successful. Also, fans are usually supported by their families.
The second hypothesis reflects the connection between the media influence and the amount of spent financial sources. Most of the fans are not from Prague which could be connected to more sources invested on activities connected to SK Slavia Praha on average. Nevertheless, home matches are preferred over the away matches, but also away and foreign matches are highly attended. Slightly over a half of the fans does not own the season ticket, therefore they need to spend more money to visit the match. Also, it could be said that the distance influences the ownership of the season ticket. Merchandise items are popular amongst the fans of SK Slavia Praha and almost all of them own something.
The third hypotheses declares that effective marketing influences the arrival of new fans, however the results did prove it partly. Marketing department of SK Slavia Praha does not target new fans directly. The target group is a current fan of SK Slavia Praha. Decision to join the fun club of SK Slavia Praha is usually influenced by a family and solidarity to a group of people or friends, but also by a successful work of the marketing department of SK Slavia Praha. Adoration of particular players plays a crucial role in popularity of the club too.
Based on the SWOT analysis and the questionnaire, the promised recommendation for SK Slavia Praha club was made.
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86 Index of Appendices
ANNEX A QUESTIONNAIRE FOR SK SLAVIA PRAHA FANS ...... 88
ANNEX B LIST OF PICTURES ...... 94
87 Annex A Questionnaire for SK Slavia Praha fans
Legend:
“A, B, C…” - possibility of only single answer
“✔” - possibility of multiple answers
“Short answer” – possibility of short text answer
1. What is your gender?
A. Man
B. Woman
C. Other
2. What is your age?
A. 10-17
B. 18-30
C. 31-45
D. 46-60
E. 60+
3. What is your residence?
A. Prague
B. Surrounding of Prague ~ 35km
C. 35km or more away from Prague
4. What is your accomplished education?
A. Primary education
B. Vocational certificate
C. Secondary education with graduation
D. College education
88 5. How long have you been a fan of SK Slavia Praha?
A. 1 year
B. 1-2 years
C. 3-5 year
D. 6 and more years
6. How did you become a fan of SK Slavia Praha?
A. Family tradition
B. Through media (Facebook, Instagram, TV, newspapers, advertisement)
C. Sympathy towards a particular athele
D. Residence nearby clubs' base
E. Active participation in the club – employee/player
F. Belonging to a group of people (friends, work group)
G. Because of the clubs' results in recent years
H. Other
7. Do you own a season ticket?
A. No – I buy single ticket for every match I go to
B. Yes – first year
C. Yes – 2-3 years
D. Yes – 3 or more years
8. From which resources do you usually get information about the football club SK Slavia Praha?
✓ Official website (slavia.cz)
89 ✓ YouTube – tvslavia
✓ Newspapers, journals
✓ TV
9. Wihich projects of SK Slavia Praha are you familiar with?
✓ “SuperSlavia” – new season tickets
✓ “Pro posilu”
✓ “Spolu jsme silnější”
✓ “Otevíráme Eden” open doors day
10. How often do you follow media in which SK Slavia Praha participates? (Social media, Tv, Journals, Website)
A. Every day
B. Every other day
C. Once a week
D. Twice a week
E. Never
11. How do you rate presentation of the club in media?
A. Excellent
B. Very good
C. Good
D. Sufficient
E. Insufficient
12. How often do you attend matches of SK Slavia Praha?
A. Only watching TV
B. Max. once per month
90 C. Max. twice per month
D. Three times per month
E. 4 times or more per month
F. Every match
13. What motivates you to attend a match of SK Slavia Praha?
A. Quality game
B. Relationship to the club
C. Service provided at the stadium
D. Clubs' great results
E. Clubs' online posts
F. Atmosphere at the stadium
G. Rival of SK Slavia Praha
H. Other
14. What matches do you attend the most?
A. Home matches
B. Home and away matches
C. Home, away and foreign matches
D. Other
15. How do you spend your time at the stadium during SK Slavia Praha home game?
✓ I only come for the duration of the match
✓ I come an hour before the match starts
✓ I stay an hour after the match has ended¨
✓ I visit fan shop
✓ Refreshments
91 ✓ Museum of SK Slavia Praha
16. Who do you go to match most often with?
A. Alone
B. With a family member
C. With my partner
D. With a friend
E. Other
17. What items with logo of SK Slavia Praha do you own?
✓ Jersey
✓ Scarf
✓ Head cover
✓ Flag
✓ Other clothes
✓ Other items (badges, mugs, pen, wallet)
✓ Other (items for cheering, seats, etc.)
18. Does your family support activities related to SK Slavia Praha?
A. Yes
B. No
19. If you answered “No” in the previous question, please specify the reason why…(optional)
Short answer…….
20. Would you like SK Slavia Praha mobile app? – (upcoming matches, videos, voting etc.)
A. Yes
B. No
92
93 Annex B List of pictures
Picture no. 1: Three Levels of product, (Marketing-insider, 2015) THREE LEVELS OF PRODUCT – CORE VALUE, ACTUAL PRODUCT, AUGMENTED PRODUCT. In: Marketing-insider [online]. Maximilian Claessens, 2015. Available at: https://marketing-insider.eu/three-levels-of-product/
94 Picture no. 2: Ticket price list, (Slavia, 2020) Vstupenky. In: SLAVIA [online]. Redakce Slavia, 2019. Available at: https://www.slavia.cz/zobraz.asp?t=vstupenky
95 Picture no. 3: Season ticket price list, (Slavia, 2020) Ceník permanentních vstupenek. In: SLAVIA [online]. Redakce Slavia, 2019. Available at: https://www.slavia.cz/zobraz.asp?t=vstupenky-permanentky
Picture no. 4: SuperSlávista, (Slavia, 2020) SuperSlávista. In: SLAVIA [online]. Redakce Slavia, 2019 [cit. 2020-04-21]. Available at: https://www.slavia.cz/clanek.asp?id=Pridej-se-k-Superslavii-16689
96
97