Sponsoring sportowy – optyka sponsorów i kibiców
Sports Sponsorship in Poland – the Viewpoint of Sponsors and Fans

Summary/Abstract: Sports sponsorship is the fastest growing form of business entities promotion inour country, an example of which is cooperation of mobile concern with ski jumpers or footballers. Thanks to the conjunction of sport success with an investor, he/she gains additional, measurable benefits, which are often bigger than the ones coming from typical methods of promotion, like advertising in the media. In the article we can find a description of sports sponsorship in polish management realities. Reference is made to essence, signs and effectsof this sponsorship. In the empirical part of the article the attempt, of showing motives and barriers connected with decisions of potential sponsors (representatives of companies) about their investment in sport, is made. At the same time the aim of the empirical part become also recognition of interest, of potential fans, in participation in sports events and also getting to know their opinions about “attractiveness” of products/services coming from companies which invest in sport. This aim was completed with help of literature study and the empirical findings, based on studies made with usage of questionnaire, survey and interviews.

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