摘要：Banks today often use sports sponsoring to promote the brand,support the sales process or acquire new customers. Cooperative banks,which are entities with local or regional scope of activity,are of great importance in supporting sport. Due to the fundamental goal of their activity,which is to support local or regional development,such banks are willing to sponsor or patronize local sports clubs,events or sports popular in the region. The aim of the work is to characterize sponsorship as a form of sports marketing of cooperative banks,and in particular to define its features,scope,conditions and goals. The work shows the implementation of sponsorship of cooperative banks in Poland on the example of a cooperative bank in Toruń operating under the name of Nicolaus Bank. For the preparation of the manuscript,the literature on sports,finance,CSR and banking was used. The empirical part is based on data obtained directly and indirectly from the Nicolaus Bank in Toruń. The research carried out for the purpose of this paper shows the importance of sports marketing in the bank's operations,treating it as one of the most important forms of bank promotion and brand building. Sports marketing for a cooperative bank is a multidimensional platform supporting an achievement of business goals. It is bipolar in nature and as a rule brings positive experiences.
关键词：Sport;Sponsoring;CSR;cooperative banks;Nicolaus Bank
