Jagodic, Tone --- "Legal Aspects of International Event Sponsorship" [2011] ELECD 827; in Nafziger, A.R. James; Ross, F. Stephen (eds), "Handbook on International Sports Law" (Edward Elgar Publishing, 2011)

Book Title: Handbook on International Sports Law

Editor(s): Nafziger, A.R. James; Ross, F. Stephen

Publisher: Edward Elgar Publishing

ISBN (hard cover): 9781847206336

Section: Chapter 18

Section Title: Legal Aspects of International Event Sponsorship

Author(s): Jagodic, Tone

Number of pages: 27

Extract:

18 Legal aspects of international event sponsorship
Tone Jagodic



INTRODUCTION
The business of sports is one of the fastest growing industries in many countries. All over
the world, many people participate as players and spectators in a variety of sporting
activities, creating opportunities for the marketing of a company's goods and services. An
important part of the business of sports is sports marketing, which revolves around the
understanding of a consumer's behavior and the motivating of target markets to purchase
goods and services.
Sports marketing is simply any sales or publicity-related activity associated with an
organized sporting event (or events), its personalities or the celebrity lifestyle of its
participants. There are two components of sports marketing: the marketing of sport and
marketing through sports. This includes, but is not limited to, endorsements, print media,
broadcast media, billboards and news media. Sports marketing is needed because it helps
sport organizations to obtain financial resources necessary for survival and to provide
economic incentives to feature the best possible sporting competition. Nearly every
professional team or athlete participates in some kind of marketing or promotion. The
modern sports marketer is charged with one simple responsibility: to increase the sources
of revenue.
The history of sport marketing is interesting and rich in many fields. It reflects the stage
of the development of sport, economy, political situation, media, globalization trends,
commercialization and other areas. Successful marketing activities reflect the status of
different sports on both a global and a national scene. Some ...