Abstract:

The article’s aim is to analyse the operation of a selected sports organization, revealing the potential for adjustments in its marketing communication leading to the promotion of sponsorship and achievement of selected sustainability aspects. To achieve this aim, the collection, processing, and analysis of secondary data was performed. The current state of marketing communication of the selected sports organization was identified in connection with its influence on sponsorship and acquisition of new members. A case study approach based on field work was applied. This involved the creation of marketing communication content and the preparation for additional content as a script for a promotional video. The research has an in-depth focus on a specific sports entity and goes to the level of the application of knowledge from the performed analyses. The article creates a knowledge base, which managers of sports organizations responsible for the marketing communication and relationships with sponsors can use in their further education.