Purpose: The purpose of this thesis is to explain why companies in France use the event promotion. Method: In this part we explain how we are going to collect our information. On one hand we collect secondary data from books and internet websites to have an overview of the event promotion market and on the other we collect primary data through three written interviews sent to an event promotion agency’s CEO, one project manager of the same company, and an executive assistant, who works in a company which uses event promotion agencies to set its events up. We also explain why we choose this method, these persons and the kind of questions we ask. Theoretical framework: In this chapter we explain all the important terms necessary to well understand the topic we chose by defining some specific concepts. Indeed, we talk in a first time about communication in a general way and then more specifically about event promotion, its definition, types and aims. We also in this part explain others concepts such as the loyalty. Conclusion: We present the answer of our purpose. Companies use event promotion for mostly three reasons that are to get a good corporate image, be well known and also to federate and motivate its work forces. We go a little further in this part talking about event promotion agencies and their competitive advantages, especially the customers’ loyalty, to stay competitive on the market. Finally, we talk also about the limits of our study.

Diploma thesis brings an insights into the organization of sports event Prague Riverside cross in Prague, which should showcase canoe slalom just before the ICF Canoe slalom World cup Prague 2015 and also bring the people to this main event. Diploma thesis will present specifics of event promotion by another event and it will focus on the effectiveness of such promotion on a specific example. The aim of the work is based on analyzes of the organization of sports events and based on the analysis of visitors and a general sense of awareness and evaluate the effectiveness of event promotion, recommend suitable proposals for future propagation in this way and finally draw attention to inappropriate solutions and risk of this kind of promotion. Work compares the situation before using the promotion of events and after the introduction of this method. The results will be reached by using questionnaire methods, financial analysis and comparison of statistical data.