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Introduction. The relationship between sports fan and the favored organization is a unique type of the client-brand connection. The attitude of the fan towards beloved club is based on emotions. Supporters also have an extraordinary wide knowledge about the supported organization. Due to the active participation in the process of creation of products and services on the sports market, fans should no longer be regarded just as ordinary customers.Objective. Confirmation of the hypothesis that fans should be regarded as prosumers of the sports market.Methods. The study was carried out using the original questionnaire, which was shared via Facebook and the site Wykop.pl.Results. The obtained results confirm the hypothesis that fans should be regarded as prosumers of the sports market.

The main problem of sports clubs is the insufficient knowledge in the use of existing resources. Local sport clubs operate in a continuous shortage of financial, human and material. Issues related to the acquisition of sponsors, training management teams, sports facilities managers require their professional approach.While in higher grades professional leagues is dictated by the rules of licensing, in the lower leagues or sports less popular, lack of professionalism causes the collapse of the club or its stagnation.This article aims to give examples and model the use of knowledge in the management of sports clubs, local scope. The subject in this article is the football club RKS Rakow Częstochowa SA, which implements specific marketing programs for managing. The scope of the observational studies include image management, stakeholder relations, professional approach to raising sponsorship, promotion and organization of sporting events.In addition, the article provides information management and promotion outside the club in terms of financial shortcomings of using modern communications solutions.The article should be helpful in solving the problems of decision-making clubs at the lower classes leagues and clubs marketing management disciplines niche for local coverage.

The main aim of this article is to assess the financial condition and results of Polish football clubs who have the status of public benefit organizations (OPP). The analysis was conducted for clubs that were played matches in the 2013/2014 season in the men's football tournament at all levels except the highest such competitions. Ekstraklasa (no clubs having the status OPP) for levels I, II, III, IV league and class district, A , B and C. All the clubs analyzed as a function of the association. The analysis shows that clubs are in a bad financial situation. Most clubs, regardless of the grade level in which the matches were played were characterized by a low value of wealth. Average debt was close to 100%. As a result, nearly one-third of the clubs showed a negative equity value. About half of the clubs observed a negative value total return on assets and return on sales. In the structure of revenues are the primary source of public funds. Other sources of income included clubs, private funds, other and income from the 1% tax on individuals