Integrated Marketing Communication and New Sponsors for Sledge Ice Hockey Team SHK LAPP ZLIN

Bc. Pavla Blažková

Diplomová práce

Abstract:

SHK LAPP ZLIN started in 2001 as a first non-profit sledge team for disabled hockey players in the Czech Republic. In these days SHK LAPP ZLIN has 16 players. Even though SHK LAPP ZLIN is one of the best team in the association they are still struggling with low public and sponsors attention. Companies are scared to sponsor disabled people because they are not sure what the reaction of the "normal" people would be. The main focus of this dissertation is to create a new marketing activities for this hockey team and also get the information from the public how the ways of sponsoring sledge hockey players should look like.

Abstract:

SHK LAPP ZLIN started in 2001 as a first non-profit sledge team for disabled hockey players in the Czech Republic. In these days SHK LAPP ZLIN has 16 players. Even though SHK LAPP ZLIN is one of the best team in the association they are still struggling with low public and sponsors attention. Companies are scared to sponsor disabled people because they are not sure what the reaction of the "normal" people would be. The main focus of this dissertation is to create a new marketing activities for this hockey team and also get the information from the public how the ways of sponsoring sledge hockey players should look like.

Keywords

sports marketing, sponsorship, merchandising, marketing communication, ice sledge hockey, SHK LAPP ZLIN, research philosophy, data implementation, marketing activities, sponsors.

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 18. 4. 2017

Obhajoba závěrečné práce

• Obhajoba proběhla 29. 5. 2017

Univerzita Tomáše Bati ve Zlíně

Fakulta managementu a ekonomiky

Magisterský studijní program / obor:
Ekonomika a management / Management a marketing