Image Crisis in Legia Warszawa Sports Klub Following Accusationsof Attacking Members of Hapoel Petah Tikva Team by Legia’s Fans – Situation Analysis and Evaluation

Abstract

Today sports plays a very important role in marketing, brand image building and also in theentire promotion process in organizations. In order to obtain the planned and crucial for every entityinvolved effects, there should be the relationship between the product and the sport [Pogorzelski,2010, p 14]. Not every sport provides the opportunity of shaping the image safely and at the levelexpected by the entity involved.