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Sporting events play a very important role
in building and establishing a brand image.
Very often, they become the core of the ac-
tivities connected with sales and communica-
tion, as well as corporate social responsibility.
It is also a very efficient channel for commu-
nication with the general public.
Sports sponsorship plays a pivotal role
in strengthening of brand image. Its value
in Poland is increasing systematically – in
2014 it amounted to over 3.3 billion PLN.
Seeing the potential of sports sponsor-
ship, such activities are undertaken not only
by large international corporations, but also
by small and medium enterprises. Including
charity in the sponsorship projects makes
them even more authentic and, therefore,
more efficient and successful.
It is worth-
while to use sports sponsorship as a way of
consolidating all marketing activities of the
company.
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Sports sponsorship
For companies,
sport is one of the most attractive areas from the standpoint of
sponsorship. Using images of famous athletes and basing the promotional strategies
on large-scale sporting events is becoming increasingly common in the advertising
activities carried out these days, because due to their dynamic and often emotional
character they are more effective than traditional forms of communication.
– One could say that Krakow is the city of running, with three
great events that gather more than 10 000 participants each.
Moreover, the PZU Cracovia Marathon may become the flag
ship Polish marathon, not only because of the beauty of the
track, but also because of its great quality. This is why we also
decided to tighten our cooperation with the City of Krakow, and
I’m glad and proud of it. I admit that we like Krakow, because
Krakow is also friend of the PZU. Moreover, the ZIS is a great
organiser. If it weren’t for our experiences from previous runs,
we wouldn’t try to become the naming rights sponsor of the
marathon –Andrzej Klesyk, CEO of PZU SA.
Akcja promocyjna marki TIMEX
w trakcie 13. Cracovia Maraton
TIMEX Brand promotional
action during the 13th Cracovia
Marathon
Carrefour Team podczas
14. PKO Cracovia Maratonu
Carrefour Team while the
14th PKO Cracovia Marathon
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