Abstract
Since ancient times, sport is considered as one of the necessary elements underlying the harmonious functioning of society. It plays an important part in shaping the political and economic image of the nation and its perceived global competitiveness. For this reason, sports sector is often treated not only as a tool for improving the physical and emotional well-being of the society, but also as a tool in the international area for promoting investment, developing international business linkages and socio-cultural relations between different cultures, as well as enhancing the political role of the nation. The growing economic attractiveness of sports makes it increasingly exposed to the participation of private business structures, which are interested in generating positive cash flows. In this context, the sports sector gradually evolves from being solely a public activity towards becoming a business sector, where the main role is played not by the athletes who strive for sportive goals, but business representatives who aim for an economic benefit.
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