Abstract
This paper deals with the topic of corporate identity in the sport. The main objective of this paper is to present new views, trends and tools in building a desirable image of sports organizations through corporate identity tools including some selected areas relating to the brand.
The basic sub-areas of the paper are corporate design, communication, culture and sports organizations product. These tools are in the paper linked and transformed into the building of the cool brand for a new generation of athletes and consumers - the so-called Generation Y in the sport.
It is becoming a new future economically important group for many companies in sport, as well as many sports organizations. Sports industry is heavily dependent on the new generation of athletes at all performance levels, and sports fans, so it is necessary to constantly innovate current corporate identity tools with a focus on sports area.