ABSTRACT
This conclusion presents some closing thoughts of the concepts discussed in the preceding chapters of this book. The book emphasizes how much the weight of marketing and its tools have become essential in logic of marketization and globalization in a highly competitive environment. American professional closed leagues that already existed in "traditional" sports formed the basis for model of the Major League Soccer (MLS). Therefore, the Americans also consider that sport is risky activity and that, to reassure potential investors, it is necessary to use model without relegation or augmentation. Besides, this "model" is gaining ground in European system. On European level, Union of European Football Associations (UEFA)'s attempts to impose financial fair-play are linked to desire to make football "more reasonable" on financial level, to introduce "safeguards", to avoid excesses leading to potential bankruptcy. Social roots of football necessitate the idea that football "does good around it" thanks to the policies of Corporate Social Responsibility.
