The Football industry has turned into a financial war and the purchasing power among the clubs is getting more and more important. The fact is that some of the largest clubs in Europe actually have a negative net income in the last years. The importance of find- ing investors that are willing to invest in the club to achieve good financial ratios are getting more and more important. To find these investors a club must show good finan- cial results that will get the investors interested. In this thesis a valuation has been made of the two Nordic firms; AIK Solna and Parken Sport & Entertainment. With the use of valuation theory and profitability ratios; this thesis will value the organizations entirely as two firms. This will lead to the most accu- rate comparison because the firms are built up in different ways and this thesis will draw a conclusion about the effects of the whole firm value not just single parts of the firm. In this valuation calculations of different valuation ratios such as Free Cash Flow to Eq- uity and Free Cash Flow to Firm have been used. This thesis will also show calculations of profitability ratios such as ROE, ROA, ROC, P/E ratio and Interest Coverage ratio. When calculating the value of the firms the Modigliani and Miller firm valuation formu- la was used. The results of this thesis show that Parken Sport & Entertainment was nei- ther under or overvalued. The stock value of Parken Sport & Entertainment that was calculated was almost the same as its set value on the stock market today. AIK Solna on the other hand has big financial problems and their stock value was actually valued to a negative result. This is not a good result when they want to get new investors to the firm.

Innebandyklubben Storvreta IBK leder publikligan i Svenska Superligan och har länge haft höga publiksiffror. Detta bevisar att Storvreta IBK har ett attraktivt evenemang att erbjuda och andra klubbar har tagit inspiration från dem kring upplägg och liknande.  Denna undersökning syftar till att beskriva och analysera hur Storvreta IBK arbetar med marknadsföringsmixen för att skapa ett attraktivt evenemang. Marknadsföringsmixen består av de sju komponenterna produkt, pris, plats, påverkan, personal, process och påtaglighet.  För att besvara syftet har intervjuer gjorts med Storvreta IBK:s försäljnings- och marknadschef, en från arrangemangsgruppen och tre åskådare. De tre åskådarna var från de olika urvalsgrupperna en som hade säsongskort, en som går 5–6 matcher per säsong och en som går 2–3 matcher per säsong. Förutom intervjuerna har även matchevenemangen observerats och datamaterial som finns tillgängligt på internet har tagits i beaktning.  Utifrån det insamlade datamaterialet kan det konstateras att Storvreta IBK arbetar med marknadsföringsmixens samtliga komponenter för att skapa ett attraktivt evenemang. Arbetet med respektive komponent sker dock i olika grad. Det råder en enighet kring att respondenterna tycker att alla eller flera komponenter påverkar helhetsuppfattningen av evenemanget. Däremot är de oense kring vilka komponenter som har störst respektive minst betydelse.  Detta är i enlighet med tidigare empiriska studier som flertalet gånger konstaterar att olika åskådare tycker olika komponenter är viktiga. Även resultatet kring vilken komponent som har störst betydelse skiljer sig i olika undersökningar. Detta bekräftar tidigare empiriska studier som menar att varje idrottsklubb har sina egna förutsättningar och utmaningar. Varje idrottsklubb bör hitta sin optimala sammansättning av komponenterna för att nå sina mål. / The floorball club Storvreta IBK leads the audience league in the Swedish Super League and has had high attendance figures for a long time. This proves that Storvreta IBK has an attractive event to offer and other clubs have taken inspiration from them regarding arrangements and the like.  The purpose of this study is to describe and analyze how Storvreta IBK works with the marketing mix to create an attractive event. The marketing mix consists of the seven components product, price, place, promotion, people, process and physical evidence.  To answer the purpose, interviews have been made with Storvreta IBK's sales and marketing manager, one from the event group and three spectators. The three spectators were from the different selection groups, one who had a season ticket, one who attends 5-6 games per season and one who attends 2-3 games per season. In addition to the interviews, the match events have also been observed and data material available on the internet has been taken into account.  Based on the collected data, it can be concluded that Storvreta IBK works with all the components of the marketing mix to create an attractive event. However, the work on each component varies to some degrees. There is a consensus that the respondents think that all or several components affect the overall perception of the event. On the other hand, they disagree about which components have the greatest and least impact.  This is in accordance with previous empirical studies that have repeatedly stated that different spectators think different components are important. The results regarding which component is most important also differ in different surveys. This confirms previous empirical studies that suggest that each sports club has its own conditions and challenges. Each sports club should find its optimal composition of the components to achieve its goals.