Program of profession development in a field of sport services in interaction with requirements of labour market". Content validity of the questionnaire was ensured by the examination of two experts. Meritorious questions in the questionnaire were focused on characteristics of sport organizations from organization type aspects and labour employment characteristics. The second part is concerned with employers' specific requirements for workers qualification, including knowledge and skills base of job applicants. The third phase deals with workers motivation including evaluation and remuneration of workers and non-financial motivators.Outcomes of the third phase of the research show, that the organizations at this labour market demand especially traditional professions like instructors, coaches, trainers, businessmen and sporting goods sellers. This trend is identical in the capital city Prague and in the other regions of the Czech Republic as well. Majority of demanding organizations are small organizations according to the number of employees (1 -50 employees). Majority of entrepreneurial subjects are focused on providing sport services and selling of sporting goods. In the areas outside the capital city Prague region, more business opportunities for physical entities are shown. Requirements for employees, who come from schools, include the level of theoretical knowledge, communication skills, adaptability, practical orientation in the field, performance and independency. Results of the research show, that the potential job candidate in the field of providing sport services has to be prepared for working during weekends, business trips and even to have a representative look.Same requirements are preferred in selling of sport goods. Organizations in sport field have significant interest in employing students as well as from disabled people. Traditional methods of taking people are interviews, references and recommendations, CVs and personal experiences during a test period help to select employees. Authorities use mainly financial benefits for the motivation of employees. Within non-financial motivators, the outcomes of the research showed a positive trend in possibility of further education of employees. 19 % of these organizations have a sophisticated education system and even 10 % of those organizations allow education in the selected field.

This paper deals with the topic of corporate identity in sports. The main objective of this paper is to present new views, trends and tools in building a desirable image for sports organizations using corporate identity tools, including some selected areas relating to the brand. The main points of this paper include corporate design, communication, culture and sports organizations' product. These tools are all linked and transformed into the creation of a cool brand for a new generation of athletes and consumers -the so-called Generation Y of sports. This group is becoming a new economically important group for many companies in sports, as well as many sports organizations. The Sports industry is heavily dependent on the new generation of athletes in all performance levels, and sport fans. Therefore, it is necessary to constantly be innovating new corporate identity tools with a focus on the sports area.

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This research determines what effect if any the use of sports celebrities in companies' marketing communications has on the purchasing preferences of Generation Y. The survey is based on the original American version from authors Bush, Martin, Bush (2004). The questionnaire-based survey involves 416 respondents who study at Prague secondary schools and universities. Group discussions with four groups comprising a total of 41 respondents are also used. The results of the research show that the use of sports celebrities in marketing communication for generation Y does not have a proven effect on positive word of mouth or on switching and complaint behavior. This communication tool may have an indirect positive effect in the form of an increase in the brand/product awareness, attractiveness of a communication message and thereby increased options and tendency to try a product and a first purchase, even despite higher prices than the competition.

The study focuses on evaluating the economic efficiency of professional football clubs. It builds on the Haas Study, which examines the effectiveness of individual clubs through Data Envelopment Analysis (DEA). DEA analyses different types of inputs and outputs for homogeneous production units (in this case football clubs). The thesis proposes the modification of this model. The author considers the initial “hometown population” contribution of Haas as particularly outdated with regard to the increasing commercialisation of professional football and globalisation of the market, where the size of demand is primarily determined by the global popularity measured in terms of interest of the fans, sponsors, and television broadcasting companies. The global popularity of the club can easily be estimated at present using the number of fans in social networks. The clubs reflect this target on the side of the outputs – “increase of the number of fans in the social network”. Facebook was chosen as the representative of the social networks. The proposed model is used in the paper for calculation of the economic efficiency of the participants in the English Premier League in the 2016–2017 season.