Not only our graduates, but also students hold interesting job positions. Barbora Kuchta Dufková was another guest of Case studies in service marketing. Marketing manager of FK Mladá Boleslav.
How to market a football club?
If you follow the domestic football competition, you certainly also know FK Mladá Boleslav, a team from the city that is primarily known as “Škodovka”. Barbora Kuchta Dufková, who shared her experience in the marketing of a sports club with the students, also participated in the Marketing in Services specialization.
The introduction of the meeting included the introduction of the club and also the position of the marketing department within the organization of FK Mladá Boleslav. One of the cornerstones of the entire club is working with youth and building an open, friendly (even family) organization that gives space to all children, from the student categories to the senior A-team. The investment in youth is very noticeable in other activities of FK Mladá Boleslav. The link to Škoda Auto was also mentioned, which has its integral place on the otherwise clean jerseys.
The cleanliness of the jerseys, their moderation, is a characteristic feature of the Mladá Boleslav club. The club strives for aesthetic “clean” jerseys, which are in team colors with a minimum of advertising images, namely in black and white.
Sports marketing is largely about building a community, both a community of fans who enjoy football matches and create a backdrop for home and away matches, but also a community of sponsors, or other entities that use spaces for their own visibility. Organizations are divided into several categories according to their position and the amount of the contribution, or the scope of services. Each category is then assigned a certain level of service. The connection to the history of the club and its important personalities is also evident.
Within the framework of cooperation, the line of importance of individual partners is also visible, when the club uses the slogan “Everyone is Important”, which it adjusts according to its partners. Thanks to this, it is possible to find a large number of personalized messages, which, however, appear homogeneous in the context of the overall communication. From the point of view of finances, only the sale of communication spaces to sponsors, but also the sale of space on LED panels and other places for individual matches, or time periods, competitions, is a significant source.
The conclusion of the meeting took place in a relaxed mode, when Barvora spoke about combining work with personal life and the position of women in football.
The subject Case studies in service marketing is taught by Štěpán Chalupa and brings business practice closer to students specializing in Marketing in Services. Students have the opportunity to meet experts from practice who have a direct connection to their Alma Mater. We thank all the graduates who return to us and pass on their experiences.
