This article focuses on sport and tourism as important components of place branding process
(national, regional and local). The literature in the field of place branding is reviewed. Next, the article
discusses the importance of creating brand image on a domestic (national), regional and local (city) scale,
including the subjects (stakeholders) involved in this process. This article also presents arguments in
favor of the use of tourism and sport to help create a national, regional or local brands. Moreover, the corelations between the place’s brand and its image were analyzed, and the stages of tourism brand identity
management were identified. Finally, Polish initiatives on sites branding have been reviewed: the brand of
“Poland” – as an example of national brand, and awarded in the Super Brands Contest 2011 the following
Polish city brands: “Poznan – the City of Know-How”, “Fall in love with Warsaw”, and “Masuria – the
Wonder of Nature” as examples of the regional brands. The analysis of strategic documents and case
studies found that there is a need for branding of places, by taking comprehensive measures in the area
of marketing with the use of sports and tourism. The task of the authors is, therefore, to highlight that the
branding of above mentioned elements should be subject to greater interest for Polish public
administration, with emphasis on foreign patterns of creating the branding of places, not only in branches
such as football, but also to popularize other sports in our country, such as volleyball, handball, rowing,
and boxing.