Financing of sports and sponsorship

Sponzorstvo, posebno kada se radi o profesionalnom sportu, ima naročit značaj za finansiranje te vrste sportskih aktivnosti. Razlog tome je što se uz pomoć sponzorstva na efikasan način zadovoljavaju interesi sponzora da se kroz povezivanje sa nosiocem nekog sportskog sadržaja maksimalno poveća njegova prisutnost i prepoznatljivost u javnosti. Istovremeno, zahvaljujući sponzorstvu, sponzorisani stiče mogućnost da postiže bolje i prestižnije rezultate u odnosu na druge. S obzirom da sponzorstvo ima svoje specifičnosti, koje ga jasno odvajaju od drugih ugovornih odnosa, u radu je najpre određen pojam sportskog sponzorstva, a potom je ukazano na značaj imidža sponzorisanog i pravo korišćenja imidža, koje zaključenjem ugovora stiče sponzor, na odnos između individualnog i kolektivnog imidža, i na kraju na ograničenja u pogledu mogućnosti zasnivanja i realizacije sponzorstva.Sponsorship, especially when it comes to professional sports, has a special significance for financing this kind of sporting activities. Namely, sponsorship is in the function of efficient satisfaction of sponsor\u27s interests, which is reflected in maximization of his presence and public recognition through the interconnection with the carrier of some sporting content. At the same time, thanks to sponsorship, sponsored party acquire the ability to achieve better and more prestigious results than others. Since sponsorship has its own specificities, which clearly distinguish it from other contractual relationships, author pointed out: the concept of sports sponsorship; the importance of the sponsored party’s image and the right to use the image, which the sponsor acquires upon conclusion of the contract; the relationship between individual and collective image; limitations for establishing and implementing sponsorship