Customer engagement at a business entity in the field of sport

Customer engagement captures interactions among customers and companies (brands). It is one of the hot topics, also thanks to the development of various social networks, enabling an easy and fast realization of customer-brand interactions. This paper is designed as a case study describing the phenomenon of customer engagement at a chosen business entity in the field of sport. A particular hockey club from the Czech Republic was selected as an example. The aim was to identify ways and methods of engaging sports customers at the chosen business entity. A mixed research approach was used to obtain data: it was a mix of an online survey, content analysis of relevant materials, and semi-structured interviews with two managers from the chosen hockey club. Results indicate that there is a range of engaging activities, both online and offline. Overall, respondents think they are sufficiently engaged in the company's activities (92%), in which social networks play an important role in engaging customers at the analyzed company.