Komunikacja sponsoringowa w Polsce podczas piłkarskich Mistrzostw Świata w 2018 roku
Sponsorship Communication in Poland During the Football World Cup in 2018

Summary/Abstract: The article contains an analysis of the communication of companies related to the FIFA World Cup Russia 2018. Scientific objective: To define the most common motives, emotions reached by sponsors and advertisers in Poland and the influence of sponsoring communication on fans. Research methods: Quantitative research of sports sponsors in Poland, qualitative research of people who have been active in sport and sports sponsorship for many years, as well as own analysis of communication of selected brands. Results and conclusions: Poles do not know the sponsors of the most important for them and the most popular national teams. The reason for this is e.g. schematic communication of companies, which for many years has been based on similar and predictable creative concepts, common patterns that do not give rise to much emotion and do not captivate fans. That is why the 2018 World Cup was a time of wasted opportunities to reach fans and distance the competition. The marketing potential of the football team has not been sufficiently exploited. Research value: A picture of the sponsorship communication of companies and its reception by fans at the biggest football event in the world.

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