FöRFATTARE
Ulrika Hoffman

DATUM
2000-07-26

INSTITUTION
Industriell ekonomi och samhällsvetenskap / Industriell marknadsföring

SAMMANFATTNING
Companies constantly seek new media opportunities for their advertising and promotion. To associate the company name with special events allows them to break through the media clutter and reach the present as well as prospective customers.

The purpose of this thesis is to investigate the creation of sport events by taking both the perspective of the event organizer and the sponsor of the event. To reach the purpose I have conducted two case studies and looked at two golf events, the Compaq Open and the SAS Invitational. I have studied the objectives for the events, how the events are developed and promoted, the actors involved in the event, and how the event's effectiveness can be measured.

The study shows that the most common objectives are to make the sponsor known to its publics, to entertain the customers, to generate visibility and publicity, and thereby increase sales. The development of the event consists of four steps that the organizer and the sponsor of the event go through together: analysis, strategy formulation, implementation and finally follow-up. It is found that sport events receive so much media coverage that print advertisements become the main promotional tool together with the Internet. Few people are involved throughout the event development, except for when it comes to the actual set- up of the event when more people are needed. The findings also indicate that the events are poorly evaluated and that no specific evaluation process is followed. The only variable that is carefully monitored is the media effectiveness of the event.

ISSN 1404-5508 / ISRN LTU-SHU-EX--00/219--SE / NR 2000:219