Purpose: The purpose of this studie is to map and describe the marketing strategies of professional sport organizations and examine in what extent and how they apply the 7P’s of the Marketing mix.

Method: We have used an abductive approach in this study. The research was conducted as a two case study, the studied objects are AIK Ishockey AB and Djurgården Hockey AB. A qualitative method has been used. The empirical content was collected by triangulation in form of interviews, telephone interviews, studie of webpages and participating observation. The theory was collected via scientific articles and literature.

Result & Conclusions: The result indicates that both studied objects use all 7P´s of the Marketing mix, but in shifting extent. For example they both use a variety of different pricing strategies, but none of them to it’s full potential. Further on we have seen that some parts from different theories are being used but no overall strategy. The marketing strategy rather seems to focus on the individual P´s from the Marketing mix and especially on the parts they think they could influence. The unusual character of the sports industry and the scarce resources makes marketing difficult. The organizations express that they would like to be more effective when it comes to marketing but they feel restricted for several reasons.  

Suggestions for further research: There´s a demand within the sports industry for a dynamic pricing model, research in this area could contribute to increasing revenues from spectators. Research on whether marketing efforts result in higher revenues for sports organizations would be valued. It would also be interesting if someone executed the same study as us but studied different objects.