| Summary: | Sports Marketing is a growing part in the world of sports today. Our main purpose of this paper was to analyze which role marketing plays for an ice hockey organization in the Swedish elite today. For this study we did a case study research on the Swedish team Södertälje Sportklubb, where we interviewed seven people. In addition to the people in the organizations we chose to interview two sport journalists. This research was made from an organizations point of view and all of the interviews were of qualitative character. We could in our analysis draw clear parallels from the empirical and theoretical data. We could analyze the importance of marketing for Södertälje SK and also some general conclusions for the Swedish Elitserien in ice hockey. In our end discussion we created a model that we called Ice hockey Organizations Moment 22, where we show how the marketing function for the Södertälje SK works, according to our opinion.
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