Stakeholder’s expectations and objectives of the sport club in the context of marketing activities

The purpose of the article is to identify the ways to achieve different sport organization goals through marketing activities. Commercialization of sport makes sport organization to seek the way to meet the needs of its stakeholders main sponsors, supporters and local government, while providing opportunities for athletes and achieving success. The author pays attention to the issues of diversity goals and policies on the example of sport organizations aimed to achieve these goals. The basis for the analysis were sport organizations of Poland.