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  • ............................................................................................................................................................. 1

    1. , .............................................................. 3

    2. .................................................................................................. 11

    2.1. ................................................................................................................ 13

    2.2. ........................................................................................................................ 14

    2.3. .................................................................................................. 17

    3. ................................................................. 18

    3.1. .......................................................................................................... 20

    3.2. ............................................................................................................ 21

    3.3. ........................................................................................................ 21

    3.4. ...................................................................................................................... 22

    3.5. ............................................................................................ 22

    3.6. ................................................................................................................... 24

    4. ....................................................................... 29

    4.1. ............................................................................................ 30

    4.2. ................................................. 33

    4.3. ............................................... 34

    .................................................................................................................................................. 35

    ............................................................................................................................................... 36

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  • 36

    1. Arens, W.F., Contemporary Advertising, McGraw-Hill, New York, 2006.

    2. Blek S., , , , 1997

    3. ., , , ,

    2007

    4. Jober D., Lankester D., ,Clio, 2006

    5. Jobber D.,Fahy J., , , 2006.

    6. ., . ,

    , , 2010

    7. Kotler, Keller, , Prentice Hall, 12th edition

    8. Kotler P., Wong V.,Saunders J., Armstrong G., , ,

    2000.

    9. Kotler, , (II ), , , 1999

    10. Mason R. B. - Cochetel F.: "Residual Brand Awareness Following the Termination of

    a Long-term Event Sponsorship and the Appointment of a New Sponsor, Journal of

    Marketing Communications, Vol. 12, No. 2, June 2006, str 126, Head, 1981.

    11. , ., ., ., , ,

    , 2006

    12. Pitts, Stotlar. Fundamentals of Sport Marketing, Fitness Information Technology,

    Morgantown, 2002

    13. Rom P., , Clio, 1996.

    14. ., , , , 1998.

    15. ., , , , 2000.

    16. Sally Dibb, Lyndon Simkin, Wiliam M. Pride, O.C. Ferrell , ,

    1995.,

    17. . , , , 2011.

    18. Thwaites D., Carruthers A. Practical applications of sponsorship theory, Journal of

    sport management, 1998

    19. Farrelly F. - Quester P.: "What Drives Renewal of Sponsorship Principal/Agent

    Relationships?, Journal of Advertising Research, 2003, str. 355

    20. ., .: ,

    2009

    21. www.mintel.com

    22. www.wikipedia.org

    23. www.telekom.rs

    24. www.savremenisport.com

    25. www.oks.org.rs