eThesis - School of Business electronic theses

Abstract Research objectives – In recent years professional sports leagues have faced increasing pressure to innovate and to internationalize. In order to build, develop and enhance customer relations internationally professional sports leagues have employed special events as an international promotional tool. However, this recent phenomenon has not yet been explored. The central objective of the research is to examine how special events are utilizable as an international promotional tool for enhancing customer relations for professional sports leagues. The theoretical part of the research aims to understand the relationship between the professional sports product and the professional sports customer, and how special events can be used as an international promotional tool in developing and enhancing customer relations. The empirical part of the research explores the NHL Premiere as special event by the NHL and analyzes it as an international promotional tool for enhancing customer relations. Research Method – The empirical research consisted of an explorative qualitative single case study of the NHL Premiere where the primary source of data was personal interviews. Four indepth semi-structured interviews were conducted with executives of the NHL (and NHL teams) and event organizers. Data were also supported by the author’s own observation of the phenomenon and secondary sources such as NHL websites and media and press releases. Data was analyzed using appropriate qualitative data analysis methods. Main Findings – The findings indicate special events are an effective international promotional tool for enhancing customer relations. The reciprocal relationship between the professional sports league product and the professional sports league customer provides a strong foundation from which to enhance the relationship. Special events encompass an array of integrated promotions that increase their awareness potency and strengthen the bond between the league and the customer. However, as a one-off event its effectiveness lies in increasing exposure and heightening awareness among customers, but developing loyalty requires greater persistence and support from other communications means. The findings also suggest that player association and customer engagement are the most important drivers for loyalty. Additionally, the findings suggest that a standardized concept with local integrated promotions design and adaptation would prove most effective. Keywords Customer relations, sports marketing, promotional tools, special events, professional sports leagues, NHL