The third sector is the civic sector, which consists of entities most often called NGOs, but in
addition to this definition, there are also several names: social organizations, non-profit organizations,
voluntary organizations, civic organizations. The purpose of this article is to show the role of image
managing and the directions of sport clubs development. The article will be based on research conducted
on sports fans in terms of their attitude to the clubs and the importance of their image in the decision to
purchase services and sports products. In addition, model-based solutions for the influence of the image
on the functioning of sports clubs and the influence of external factors on this image will be presented.
For the harmonious development of a sports organization in the local community, it is necessary to have
a positive image, and any negative image-related phenomena negatively affect the basic activity of the club. The basic hypothesis assumes that there are constant factors that are the core of the sports club’s
image and image-related factors resulting from the current image management. The result is a partial
image management model in a sports club.
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Chądzyński J., 2016, Organizacje pozarządowe i ruchy miejskie, [w:] A. Nowakowska, Z. Przygodzki, A. Rzeńca (red) EkoMiasto#Społeczeństwo. Zrównoważony, inteligentny i partycypacyjny rozwój miasta, Wydawnictwo Uniwersytetu Łódzkiego, Łódź.
Halemba P., Kucharski M., Juchimiuk M., 2013, Marketing sportowy na przykładzie klubów profesjonalnej ligi piłki siatkowej, Akademia Wychowania Fizycznego im. J. Kukuczki w Katowicach, Katowice
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