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Today sports plays a very important role in marketing, brand image building and also in the entire promotion process in organizations. In order to obtain the planned and crucial for every entity involved effects, there should be the relationship between the product and the sport [Pogorzelski, 2010, p 14]. Not every sport provides the opportunity of shaping the image safely and at the level expected by the entity involved.

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Image Crisis in Legia Warszawa Sports Klub Following Accusationsof Attacking Members of Hapoel Petah Tikva Team by Legia’s Fans – Situation Analysis and Evaluation