The importance of viral marketing in managing communication in sport

Communication management in sports organizations requires not only the use of formal tools, such as an official website, fan page or TV channel. Effective communication should also be based on informal methods, which main role is played by interactions between organization and its stakeholders.
 One form viral marketing, involves sharing files with humorous, social image content networks, messengers, blogs e-mail. In case forms, due to wide range speed spreading opinions, especially negative ones, about company, services products, it becomes necessary control emerging opinions. Management information a potential allows you reach stakeholders way, influencing building positive image, response crisis situations creating communities.
 The purpose this paper analyze degree marketing clubs. research was conducted October 2021 different media. However, extensive scope research, focuses network Facebook. concerned determining identifying characteristics stakeholders. Due limited volume article, subject study Polish clubs highest level competition against background examples from abroad.
 hypothesis article assumes that do fully activities are messages. peer benchmarking replication what others doing. It assumed departments responsible for foreign models.