Commercial aspect of sport events
Commercial aspect of sport events

Summary/Abstract: Sport through its multilateral character has become a kind of phenomenon, which co-creates the image ofcontemporary mass culture. Sports all the time is in the process of professionalization and commercialization,which leads to competing athletes and sports clubs in order to maximize financial returns. Sport has becomean important element of the economy, strongly influencing the production area, sports facilities and sportsequipment. It is subject to the universal rules of the game market, including commercialization, rationalization,professionalism, bureaucracy, entertaining etc. (Guttmann, 1995). The purpose of this article is to show sportingevents in a slightly different dimension than is traditionally perceived, as a business, which can earn allstakeholders involved in the co-creation.

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