Strategie kreowania wizerunku organizacji sportowej
Strategies of sport organization image creation

Summary/Abstract: The creation of organisation’s corporate image has now become one of the most important success factors on the markets. The corporate image affects consumer decisions as well as the strength of bond that connects them with the organization. Sport clubs are more aware nowadays of that fact and understand that sport results or disciplines popularity are not enough to gain market success and leadership, and that corporate image plays an important role in the process. This paper is a presentation of the idea of the corporate image of a sports organization and management strategies are characterised in it. The purpose of this paper is to present the specifics of the sports organization, sports market, corporate image in sport industry and the ways how to distinguish an organization from the competition with corporate image.

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