The conference is organised by the Sport Biznes Polska Association, which was set up last November as an initiative by several sport industry consultants who wanted to create a platform that could be used as a voice of the sport industry.
Sports sponsorship "is about creativity, strategic thinking and long-term planning,” Krzysztof Kropielnicki, a member of the board at the Sport Biznes Polska Association, told reporter Danuta Isler.
“It cannot be just a tactical play," he said.
"Unfortunately, many businesses see sponsorship as something cool to do: ‘I’m going to do that because I like this sport or athlete.’ This kind of approach is not helping the industry," he added.
Click on the audio player above to listen to the interview.