Handbook on International Sports Law
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Handbook on International Sports Law

Edited by James A.R. Nafziger and Stephen F. Ross

This Handbook presents a comprehensive collection of essays by leading scholars and practitioners in the burgeoning field of international sports law.
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Chapter 18: Legal Aspects of International Event Sponsorship

Tone Jagodic


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 international federations have been very successful in finding...

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