SPORTS SPONSORSHIP – MEANS OF COMMUNICATION
SPORTS SPONSORSHIP – MEANS OF COMMUNICATION

Summary/Abstract: Sport sponsorship represents, nowadays, an indispensable way of attracting additional funds that grants sports development, an important factor in the very existence of sports entities, sportsmen and sports events. That is why sponsorship aims at occupying a first–rate place in sports organizations’ marketing activity. It is also an important means of communication that allows companies to promote their brand or products by associating them with sport events. In Romania the Law of sponsorship had, in the course of time, since the overthrow of communism in 1989, an agitated history characterised by repeated changes that several decrees came to pass. Besides general aspects related to sports sponsorship the article discusses this issue too.

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