PR and marketing has become an important part for the icehockeyclubs in the Swedish elitserien. In the middle of the 1990’s all the clubs went through an image and profile change and the games have become shows with spectacular effects. The puspose of this essay is to describe how a modern Swedish icehockeyteam, Frölunda Indians, is marketing itself. I also want to look at the way the club uses the press in marketing. To achieve these objectives the following questions have been used: - Why have the clubs in elitserien (in my case Frölunda Indians) become so conscious about image and profile? - How does the club market itself? - How much, and in what way, does Frölunda Indians use the press in marketing and what does the press write about the club? - How do the recievers receive the messages from Frölunda Indians and what do they think about the profile change? - How does an advertising campaign that Frölunda Indians has used look like? To be able to answer these questions I have done a theoretical literature study and a qualitative inquiry in form of five interviews and a content analysis. The result of my study shows that Frölunda Indians has done the profile change to get a strong trademarket. They want to be able to sell souvenirs and they also want a logotype to use consistent in all marketing. The press is an important component in the clubs marketing. If the team wins media will write about the performance and the audience will be interested and come and watch the games. In that way you can say that the club is marketing itself.