The Eigertour is a success from a sporting point of view and it is gaining popularity from the year to year, but in the past three editions the event always wrote deficits. Reasons for this are in particular a lack of sources of income and high expenses. The goal of this bachelor thesis is to develop a business plan that shows ways to improve the branding and offers suggestions to make a profit with the Eigertour.

To create a framework for the business plan, literature on how to write a business plan was analysed. To receive meaningful data for the creation of the business plan, two surveys and four interviews were conducted. The surveys went out to the participants of the Eigertour and the members of the paragliding clubs in Switzerland. The interviews were held with companies, that could be possible sponsors.

The result of our bachelor thesis is a business plan, which gives recommendations to the organizer of the Eigertour to strengthen the events brand, increase its revenue and cut its costs. The recommendations to strengthen the brand include to make an e-mail marketing campaign, to make better use of social media, to make a livestream during the race, to use Google Analytics and to make billboard marketing. The recommendations to increase revenue are to launch a crowdfunding campaign, to search for financial sponsors and to slightly increase the participation number and participation fee. The recommendations to cut costs is to make a partnership with Datasport, to search for sponsors for material and to change the legal form to an association.