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Analiza sponsoringu pilki nożnej w Zimbabwe: przypadek ZIFA
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ISBN10: 6209136524
ISBN13: 9786209136528
Publisher: Wydawnictwo Nasza Wiedza
Published: Nov 12 2025
Pages: 84
Weight: 0.27
Height: 0.20 Width: 6.00 Depth: 9.00
Language: Polish
ISBN13: 9786209136528
Publisher: Wydawnictwo Nasza Wiedza
Published: Nov 12 2025
Pages: 84
Weight: 0.27
Height: 0.20 Width: 6.00 Depth: 9.00
Language: Polish
Świat pilki nożnej jest naturalnym obszarem dla sponsoringu, ponieważ ma bardzo silny wizerunek, masową międzynarodową publicznośc i przemawia do wszystkich klas spolecznych (Ferrand & Pages, 1996). Dzięki temu przemysl pilkarski stal się branżą wartą wiele milionów dolarów. Marki pilkarskie staly się markami globalnymi, a organizacje takie jak Real Madryt z Hiszpanii i Manchester United z Wielkiej Brytanii zyskaly szerokie poparcie na wszystkich kontynentach, stając się prawdopodobnie najslynniejszymi i najbogatszymi drużynami sportowymi na świecie (magazyn Forbes, kwiecień 2010 r.). Ten wzrost popularności i rozpoznawalności wzbudzil duże zainteresowanie sponsorów, którzy dążą do międzynarodowej rozpoznawalności marki. Jeśli chodzi o Afrykę w ogóle, a Zimbabwe w szczególności, pilka nożna nie jest wielkim biznesem. Dlaczego? Ta książka odpowiada na pytanie dlaczego.
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