Storytelling - sponsorship communication in sport

Storytelling is in the broadly understood communication, including sponsorship, the art of telling stories that engage customers while distinguishing the brand in a competitive market. It is a tool that does not directly promote products, brands or companies, but promotes ideas, values based on emot...

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Bibliographic Details
Published inQuality in Sport Vol. 3; no. 4; pp. 57 - 68
Main Author Kończak, Jarosław
Format Journal Article
LanguageEnglish
Published Nicolaus Copernicus University in Toruń 16.04.2018
Subjects
advertising
brand
brand building
budowa marki
communication
komunikacja
komunikacja sponsoringowa
marka
reclama
sponsoring
sponsorship communication
sport
storytelling
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Summary:Storytelling is in the broadly understood communication, including sponsorship, the art of telling stories that engage customers while distinguishing the brand in a competitive market. It is a tool that does not directly promote products, brands or companies, but promotes ideas, values based on emotions. The last ones are not lacking in sport. And it is on emotions that sponsorship communication is largely based, which eagerly uses the story as part of building the brand's image.
ISSN:2450-3118
2450-3118
DOI:10.12775/QS.2017.023