The objective of this work was to examine the communication tool of event marketing in terms of profitability using a specific case study, and to contribute to both theory and the company. To this end, events were explained in detail as communication tools, and their significance for the company was highlighted. The theoretical background of this work was based on the model of integrated corporate and brand communication. Literature, expert interviews, and observations of event participants provided an overview of the research area. On this basis, a quantitative survey of target groups was conducted to gain insights into the external perspectives of various dialogue groups regarding events. The results of the quantitative survey indicated that events play a significant role due to their diverse potentials.