ROLE AND PLACE OF SPORT AS A MEDIUM IN SPORT MANAGEMENT

Role and place of sport as the media of market communication in sport management is mainly possible to perceive in two ways: from the social and from the business aspect. The social aspect implies comprehension of sport as one of generally accepted media and perceiving the sport as attractive medium that can possibly influence the public opinion. Under the business aspect we understand use of sport as a market communicator to achieve the determined business goals through sport management.