Sporting rivalry has caused fans, who react very emotionally to the contest of sportsmen, to gather for centuries. Huge interest in sports among the public and media attention were recognized by many companies which have decided to use sport as part of promotional content. This article's aim is to present spectacular sports events' impact on promotional activities. In this context opportunities and risks of sports events, which will be hosted by Poland in the near future, were pointed out. Considering the numerous examples of promotional campaigns relating to both commercial and social activities, the validity of the sports' and well known sportsmen' use in promotional campaigns was analyzed.