Marketing sportowy w kreowaniu wizerunku marki
Sports marketing in the creation of brand image

Summary/Abstract: Nowadays sport is one of the tools as well as a subject of marketing activities taken by many organizations. The positive bonding emotions and values related to sports attract consumers (fans, spectators, participants,) who are loyal and faithful so they are perceived as a attractive target group by marketers representing organisations both related and not-related to sports. Distinction and a clear image consisting of values desired by consumers become a key to success on turbulent markets. The purpose of this paper is to present two main areas of sports marketing and the specificity of sports product that affect marketing strategies run by organisations focusing brand and image management. This paper presents the issues of marketing activities taken by the companies, directly and indirectly related to sport that intend to create an appropriate, attractive and transparent image of the organization and its offerings in minds of their clients and prospects.

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