Sport i sportowcy w służbie wielkich marek
Sport and sportsmen in the service of great brands

Summary/Abstract: Sport marketing becomes an important element in business activities. Making use of different forms of promotion referring to sport plays an important role in promoting, among others, carbonated drinks. Positive image of a company is connected with sport idols. The paper specifies innovative forms of promotion on the examples of: advertising campaign of the Black and Tiger drinks, Red Bull sponsoring and Coca-Cola events, mainly in the sports arena. In every of the presented case there may be noticed a good idea, innovativeness, interest in sport in different forms etc

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