ABSTRACT
Note: This chapter is aimed at stakeholders involved in the event system who are not specialized legal practitioners. For this reason it is written in an easily accessible form and language.
The economic and social developments of sporting events require the implementation of marketing and communication strategies. As mentioned in the introduction, sponsorship is incorporated within various systems (e.g. event-driven, sporting, geographical and social) which are based on relationships between stakeholders (e.g. sporting organizations, media, companies, local authorities, etc.) Legal analysis of sports sponsorship generally focuses on contractual and legislative elements. However, this analysis does not make it possible to define or strengthen the legal bonds existing between various stakeholders involved in an event.
