The role of sponsorship in sports

Sportsko sponzorstvo je oblik marketinške komunikacije koji je unazad dva desetljeća počelo drastično napredovati. Velik broj poduzeća ga je počeo primjenjivati zbog inovativnog i efikasnog načina privlačenja kupaca, jačanja vlastitog imidža i promoviranja proizvoda i usluga, a sportski subjekti prihvaćati zbog ogromnih novčanih iznosa. U radu je obuhvaćen teoretski dio sporta, njegove definicije, sponzorstva i sponzorstva u sportu, razlozi i privlačne strane sponzorstva, zatim pozitivni i negativni aspekti sportskog sponzorstva, sponzorski ugovori i na kraju nekoliko primjera i njihova analiza. Prikazan je i kritički osvrt na temu uloge sponzorstva, njegove dobre i zabrinjavajuće strane. Treba naglasiti da je i razvoj tehnologije puno pridonio jačanju marketinga, samim time i sponzorstva. Nezamislivo je da danas profesionalni sportaš/ica ili sportski klub nema online račun na društvenim mrežama, jer i tako se povezuju sa svojim fanovima i sponzorima koji ih financijski podupiru u tome. Na kraju je prikazan popriličan broj primjera iz života, broj sponzora, način sponzoriranja, pozicioniranje, pa čak ponašanje i zabrinutost sponzora, financijsko pokriće, suradnja sponzora i sportskog subjekta i zadovoljstvo kao najbitniji faktor.Sports sponsor ship is a form of marketing communication which experienced a drastic advance in last two decades. Great number of companies started to use it due to innovative and effective way of attracting customers, strengthening one's own image and promoting products and services as well as being accepted by sports subjects due to enormous financial gains.This paper includes theoretical part of sport, it's definition, sponsorship and sports sponsorship, reasons and attractions of sponsorship, subsequently positive and negative aspects of sports sponsorship, sponsorship contracts and finally a few examples and their analysis. A critical review on the subject of sponsorship roles, it's good and worrisome sides is also presented.It's worth mentioning that technology advances greatly contributed to strengthening of marketing and therefore sponsorship. It is inconceivable that in this time a professional athlete or sports organization does not have an online account on social media, because this is also how they connect with their fans and sponsors who financially support them.Finally, a number of life examples, number of sponsors, method of sponsorship, positioning and even sponsor behavior and concerns, financial coverage, mutual cooperation and satisfaction as the most important factor are presented