The subject of the thesis is how SaiPa, local ice hockey team from Lappeenranta, could attract international students to its home games. Target group consist of all international students studying in Saimaa University of Applied Sciences and Lappeenranta University of Technology. This thesis was done in co-operation and for the ice hockey team SaiPa as they wish to attract potential customers from this new segment. SaiPa had the need for this kind of research and work to be done as they wish to develop their product and gain more revenue.

Main aim was to develop communication channels and design marketing materials for SaiPa’s use. As a part of my thesis I created an international site for SaiPa on Facebook. I also sketched model posters and flyers which SaiPa can continue to develop and I created an international character, Sputnik, for SaiPa. This character can be used as a marketing material and as a part of SaiPa’s brand. The information used in this thesis is gathered from literature, internet sources and discussions with international students. In student discussions it was brought up that students are interested in attending a home game. Some of the students lack knowledge about ice hockey and how to get to a home game which has been an obstacle for their participation. Ice hockey game is not seen as preferable place to spend leisure time but with proper communication and marketing SaiPa can promote the games as exotic and exciting experience.

The result of the study shows that with proper tools and sharing of information SaiPa has the potential to attract international students to its home games. Based on these findings SaiPa should pay attention to gender, cultural and linguistic differences and fluent use of social media channels. The results of this thesis can be used by SaiPa for future marketing campaigns and actions.