TY - JOUR
TI - Impreza sportowa jako narzędzie kreacji wizerunku kraju gospodarza
AU - Słupek, Lucyna
TI - Impreza sportowa jako narzędzie kreacji wizerunku kraju gospodarza
AB - 
	The questions of sport instrumentalization and use of sport events for PR purposes that are raised in this article have been discussed for many years. In recent decades however one may observe the intensified competition and efforts of states to obtain the rights to organize sport events, especially the Olympics, FIFA World Cup or UEFA European Championship. As in such events the media interest all over the world has been enormous, event hosting country gains a unique chance to promote and strengthen its image. The PR strategies realized by Poland during the organization of EURO 2012, analyzed in this article, are an example of such actions.
VL - 2014
IS - Tom 57, Numer 2 (218)
PY - 2014
SN - 0555-0025
C1 - 2299-6362
SP - 293
EP - 308
DO - 10.4467/2299-6362PZ.14.016.2337
UR - https://ejournals.eu/czasopismo/zeszyty-prasoznawcze/artykul/impreza-sportowa-jako-narzedzie-kreacji-wizerunku-kraju-gospodarza
KW - media event
KW - event marketing
KW - nation branding
KW - public diplomacy