SPECIFIC AREAS OF BUSINESS IN CONTEMPORARY FOOTBALL

Cilj rada je prikazati specifičnosti poslovanja i područja djelovanja koja su prisutna u suvremenom elitnom nogometu. Razvoj menadžmenta u nogometu je izravno povezan s razvojem sporta kao oblikom poslovanja. Zahvaljujući napretku tehnologije, globalnoj popularnosti i masovnosti nogometa, odnosno komercijalizaciji samog sporta, razvila se i multidisciplinarna, međunarodna suradnja s vodećim svjetskim korporacijama koje koriste nogomet (igrače, klubove, organizacije) kao sredstvo za promidžbu svojih proizvoda i/ili usluga. Na nogometnom tržištu primijećen je razvoj poslovanja, kao i pojava novih klubova, nacionalnih i međunarodnih saveza i udruženja pa je, shodno tome, porastao i opseg njihova djelovanja i aktivnosti. Iz ovoga proizlazi da je nužna veća potražnja za djelatnicima/menadžerima koji mogu efikasno odgovoriti sportskim zahtjevima i izazovima što ih postavlja suvremeni sport.The aim of the paper is to show the specific functions of business and areas of activity that are present in modern elite football.The development of football management is directly related to the development of sports as a business model. Thanks to the advancement of technology, the global popularity,mass football and the commercialization of the sport itself, the multidisciplinary international cooperation has been developed with its leading global corporations that use football (players, clubs, organizations) as the means of promoting products and / or services. There has been an ever-growing expansion of new clubs, national and international alliances and associations on the market, so the scope of their business and activities ought to increase as well. As a result ,there is a greater demand for workers/ managers who can effectively respond to the sports requirements and challenges posed by modern sport