When it comes to professional sports, there is much more than just the sport itself. There are the personalities of the athletes, the fans, the high-profile locations and the sponsors. It is never the team or the athletes who are responsible for their own marketing. Instead, that work is outsourced to a specialized company – a company like Lagardère Sports. The Polish branch of the multinational company cooperates with the Polish Football Association and the Polish National Team to fulfill their marketing needs. Lagardère Sports Poland sp. z o.o. is the market leader in its segment.