Journal articles - Sport Mediji i Biznis
All articles: 171
Consumer behavior and factors influencing the choice of sports equioment in Serbia
Scientific article
Sports equipment plays an important role in the daily life of modern society. This paper analyzes the factors that influence the purchase and choice of sports equipment among consumers in Serbia. Through the conducted research, the demographic characteristics of consumers, purchasing preferences, the most important criteria when choosing equipment, as well as the perception of brands and materials were covered. The results show that the key factor when buying is quality, while design and fashion play a secondary role. Also, the need for better education of consumers about the types of materials and their characteristics, as well as adapting the offer to the elderly population, was highlighted. The research was conducted on a sample of 102 respondents, which obtained relevant data on consumer preferences and purchase factors. This study can serve as a basis for making strategies in the field of marketing and product development in the sports equipment industry in Serbia.
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Corporate goals of sponsorship in sports
Scientific article
The two-sided focus of sponsorship goals in sports is present due to the existence of two parties in the sponsorship relationship. The buyer of sponsorship and the seller of sponsorship have different goals, but they also have common goals related to the interest to realize the sponsorship according to the plan, as well as to achieve the maximization of the effects of the expectations of both parties. That common interest is of primary nature and leads to partnership. The separate goals of the participating parties are defined in such a way that mutual interest gets fulfilled. The goals of corporate sponsors are determined by motives, and in most cases they are external and opportunistic, that is, commercial. However, the goals can be also internal and altruistic, and as such focused on highlighting other benefits, such as building good relationships with employees and other participants in the value delivery chain that the sponsor promotes, including the public. The analysis that follows is based on literature research and already existing conclusions regarding the nature of goals and motives in sponsorship. The aim of this paper is to verify the existing conclusions of the focus of sponsorship objectives in sports. The content analysis method led to the conclusion that the goals of sponsorship in sports can be defined through the categories of market, society, relationships and clan. This confirms the conclusions of previous research.
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Culture of ortodoxy and journalism in contemporary society
Scientific article
We live in a world of superficiality and hyperproduction, often obsessed with an apocalyptic spirit, where the culture of instant sensation is frequently imposed as the only choice. This context of contemporary living is furthered by the effects of media content inundated with sensationalism, crime news, and similar materials. In the first part of the paper, we will point out the "culture of death" which has become a daily reality and whose key component is fear, imposed as an antithesis to the Christian ethos. Within this framework of living, a person finds themselves in a state of intoxication from the sedative effects of "yellow journalism". The consequence is a state of depression and apathy, given that bad news and superficial sensations are offered as the only reality, since the media distributes them cloaked in euphemisms with an emphasis on necessity, aiming for profit while making it easier for individuals to decline. Such a model of media operation contradicts the foundational principles of the journalistic profession, which are also part of its ethics. Therefore, in the second part, we will focus on the state of the media and journalism, examining the consequences of their work, as well as the importance of adhering to the core principles of this profession. Finally, we strive to indicate possible paths back to common sense, as well as to better physical and spiritual health, with the aim of healing the souls of individuals and society as a whole. In this sense, the Christian culture emerges as a potentially significant factor. Hence, we emphasize the importance of establishing a new paradigm of media work that, while necessarily following the contemporary reality, must also reflect the values propagated by this culture, thus influencing a different mode of media operation based on respect for journalistic ethics. In this way, we present our position on the topic, grounded in experience and the results of conducted research.
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Dance therapy-improving the quality of life of people with health problems
Scientific article
Dance therapy is a diverse and complex, but little-known subject area. It can be used with people of all ages and genders. It can be effective in the treatment of people with medical, social, developmental, physical and psychological impairments. Recent studies have researched the influence of dance movement not only in patients with chronic heart failure, but with people with Parkinson's disease (PD), cancer, Alzheimer’s disease, older people etc. Different styles of dance, from Waltz, to Tango, have been researched. The results are showing that the long-term, even and short-term effects have positive influence on posture, balance, sensiomotor and cognitive performance. Likewise, it improves functional mobility in individuals with PD, enhances concentrations of serotonin and dopamine and decreases psychological stress in adolescents with mild depression. With respect to all of these discoveries, dance should be seriously considered as an alternative method of rehabilitation in addition to regular medical therapy.
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Diagnosis of the status of sports clubs through comparative analysis of influencial factors
Scientific article
Research was conducted on a sample of 20 clubs from seven European countries, including Bosnia and Herzegovina. The sample consisted of 10 clubs from Bosnia and Herzegovina and 10 clubs from Europe. All clubs had a first division status in their countries and some even had major experience playing in the European competitions. In the paper we used a comparative analysis of the status of these clubs when it came to material and human resources, a comparative analysis of the clubs of Bosnia and Herzegovina and foreign clubs, as well as statistically significant differences between the clubs. The shown results briefly talk about the status of the clubs, their funding, costs, professional management and status in terms of competitions. The answers are different in character for all the given questions. Based on the obtained results the status in the local and foreign basketball clubs can be seen. The differences that are proven can be the guide to successful functioning of the clubs. Also certain results obtained may serve as a benchmark of business operations in the clubs.
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Scientific article
Digital platforms and artificial intelligence (AI) are increasingly shaping sports marketing through machine learning, predictive analytics, and automated content generation. Although these technological innovations introduce substantial changes across the sports industry, they simultaneously raise complex ethical and regulatory challenges. This paper critically examines the interplay between digital platforms and AI tools from the athlete’s perspective, focusing on the personalization of communications and interactive engagement with key stakeholder groups, including fans, sponsors, and other relevant publics. Using a narrative literature review approach, the study synthesizes recent scholarship on the implementation of digitalization and AI in sports marketing. In parallel, it explores contemporary marketing practices athletes employ when addressing external audiences, with particular emphasis on personalization and interactivity. The paper concludes by offering guidelines for implementing innovative technologies in sports marketing, supporting a more transparent and responsible use of AI within the sports domain.
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Dirty money in sports: An analysis of money laundering mechanisms in the global sports industry
Scientific article
Money laundering in the global sports industry represents a growing threat, driven by high financial volumes, transnational transactions, and limited transparency in sports finance. This study examines how criminal networks exploit professional sports—particularly football—to integrate illicit funds into legitimate financial flows. The research is designed as a narrative literature review combined with qualitative case study analysis. A method approach is employed, including content analysis of regulatory frameworks and academic literature, semi-structured expert interviews, and in-depth examination of two prominent cases: the FIFA corruption scandal (2015) and the Belgian football fraud case (2017–2019). Data from international organizations such as FATF, UNODC, ICSS, and SIGA are systematically analyzed. The findings identify recurring money laundering mechanisms in professional sports, most notably inflated player transfer fees, fictitious sponsorship agreements, betting manipulation, and the use of offshore ownership structures. The analysis further reveals significant institutional and regulatory vulnerabilities, including weak financial oversight, inconsistent enforcement of anti–money laundering (AML) regulations, limited transparency in ownership and sponsorship arrangements, and insufficient internal compliance capacities within sports organizations. Football emerges as the most exposed sport due to its global reach, transfer market structure, and high commercial revenues. The study concludes that existing AML frameworks in sport remain largely reactive and fragmented, particularly in a transnational context. Strengthening financial oversight, enhancing transparency, establishing dedicated compliance units, and improving international regulatory coordination are essential to safeguarding the integrity of professional sports. These findings contribute to sport governance and sport business literature by offering policy-relevant insights into risk management and integrity protection in the global sports industry.
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Discipline in the classes on physical education and sport
Scientific article
The aim of this research is to study the attitude of high-school students from Bulgarian secondary education institutions (VIII, IX, X and XI class) in regard the discipline during the physical education and sport classes. We expect the results from this study to provide us information about the students’ discipline during classes from their own perspective. Object of the study is the opinion of 205 students from 5 schools in Sofia, Bulgaria. The average age of the respondents was 16 years while the distribution by gender was almost equal. For the achievement of the aim and for collection of empirical data on the issue were elaborated questionnaires and inqiry forms for the students. The collected data was processed using mathematical and statistical methods for quantitative processing and analysis: frequency and variation analysis as per approved statistical procedure – by applying the SPSS 21 for Windows statistical program. The achievement of good discipline during classes depends on the professional skills of the sport pedagogues, it depends also on the students and indirectly on their parents. The students, responding to the inquiry assessed the role of their teachers in physical education and sport for maintaining the discipline during the classes using the evaluation scale applied in the Bulgarian educational system (from 2 to 6). The average score at n=187 was calculated to Excellent 5.63 (Min=3, Max=6). An important condition for ensuring a good discipline is to organise the learning lesson in a diverse, dynamic and interesting way, which proves once again the inter-relation between education and training.
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Discrimination of women in sports
Scientific article
This article presents arguments for the autors's claim that sport is an area where clearly exists open discrimination against women. Sport is an activity which is still rising, which is characterized by constant improvement of operations, organization, logistics, leadership, training system, supporting medicine. Tolerated discrimination in and outside the sport, does not at all prevent the flow of money in this branch, but effectively restrict the privileges to the elite of sports, which a thinner, exclusively male composition. Formula of disabling women in sport is "more power - the morepolitics" andin return, "the morepolitics - more power andmore money," and consequently -fewerwomen. Those are the barriers that women have yet to break through. The author still sees as a possible development directions the competitions with mixed sports teams, already present in university sporting events in North America.
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Scientific article
The paper analyzes doping as a complex phenomenon at the intersection of criminal law and media reality, with a particular focus on the criminalization of doping and its representation in the media. Based on a review of relevant scholarly literature and a comparative legal analysis, the study highlights the existence of different legislative models and challenges in the relationship between sports law and criminal law, especially with regard to evidentiary standards and the proportionality of sanctions. At the same time, the analysis of media reporting shows that the media, through framing and dominant narratives, actively participate in shaping the social perception of doping, often contributing to the stigmatization of athletes, but also to the exposure of doping scandals. The key finding of the paper is the existence of a gap between legal regulation and media representation of doping, indicating the need for an integrated approach that connects legal mechanisms with responsible media reporting.
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Scientific article
Dosing physical activity is a very important segment in the exercise do-main of every person, whether they are a child, an recreational person or a professi-onal athlete. The aim of this paper is to present the most optimal and direct method for assessing the functional status of an individual and to explain the way in which physical activity can be dosed most effectively using a Cardiopulmonary exercise test (CPET). In this work, the descriptive method of conducting the CPET test was used as a standard for determining the beginning of physical activity, but also for determining training thresholds. Adequate physical activity should be optimally dosed, neither too much nor too little, but sufficient to cause physical adaptation of the organism to effort. In sport and physical activity, the heart rate parameter and the determination of the degree of fatigue in relation to the maximum heart rate of the person exercising are most often used to measure effort.
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Društveni kontekst fudbala kroz istorijski, politički, ekonomski i medijski okvir
Scientific article
Kao veoma dinamična društvena pojava sport ima značajnu ulogu u svako-dnevici ljudi, što se posebno odnosi na fudbal, kao globalno najuticajniji sport. Upravo na tom tragu, autori Dejan Milenković i Vesna Milenković su odlučili da sagledaju ovaj fenomen iz više uglova i sistematizuju kroz knjigu „Fudbal i društvo”. Pored istorijskog pregleda, autori posmatraju fudbal kroz odnose sa politikom, ekonomijom i medijima, uz poseban osvrt na promene koje su nastale kao posledica pandemije Covid-19. Tako-đe, tu su i poglavlja o ženskom fudbalu, kao i o fudbalu i nasilju, odnosno o huliga-nizmu, terorizmu, govoru mržnje i rasizmu. Na kraju, autori zaključuju da se fudbal, po-put društva, više puta nalazio na istorijskoj prekretnici, da je tako i danas, ali da uvek uspeva da prevaziđe sve izazove i da uveća popularnost i društveni uticaj.
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Educational, socializing and preventive health effects of the sport-contesting activity in childhood
Scientific article
The aim ofthe present research, completed in the gymnastic clubs "Yunache" in Bulgaria, is to determine the educational, socializing and preventive health effects of the sport-contesting activity. Subject of the study are pupils from I to IV grade, who are members ofthe gymnastic clubs "Yunache", their teachers and parents. Subject of study are also the educational and socializing effects as a result ofthe activity in the gymnastic clubs.
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Effects of a training program on strength development in senior table tennis players
Scientific article
This systematic review examines the effectiveness of various training programs on the development of strength in senior-category table tennis players. Eight studies were included, all analyzing the effects of strength-related training interventions. A total of 279 participants were covered, with an average age of 21.67 ± 2.41 years, while the duration of the programs ranged from 4 to 12 weeks. Among the included studies, seven reported positive outcomes, whereas one study found no noticeable effects. The synthesis of findings indicates that training programs based on plyometric, combined, ballistic, or functional approaches lead to significant improvements in muscle strength parameters. Programs lasting six to eight weeks, performed three times per week, proved to be the most effective for enhancing different components of strength.
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Scientific article
The aim of the research was to determine the impact of physical exercise on: 1. abi-lities measured by FMS tests, 2. the impact of physical status on the mental health of middle-aged people and 3. body composition. The research used a quasi-experimental design (test-retest). 20 respondents (11 men and 9 women) were included in this paper. The average age of the respondents is 52.3 years, average body height 169.4 cm, average body weight 78.62 kg. All respondents live in the territory of the United Arab Emirates, where they are physically minimally active or completely inactive. Body impedance (InBody120), FMS device and survey questionnaire were used in the research. Descriptive statistics and T-test were used for data processing. The results showed that there is a statistically significant difference in the variables that were measured at the beginning and after the application of the defined exercise program (test-retest), in the variable point score-FMS test (p = 0.000) and in the satisfaction questionnaire (p < 0.05). However, the exercise program had no effect on body com-position because it focused on trunk mobility and stabilization exercises.
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Eksterna komunikacija fk „Radnički” Niš na društvenoj mreži „Instagram”
Scientific article
Ovaj rad imao je za cilj da ispita kakav pristup ima Fudbalski klub „Radnički” iz Niša u komunikaciji na društvenim mrežama, konkretno na društvenoj mreži „Instagram”. Za istraživanje je korišćen uzorak od ukupno 169 objava ovog kluba na toj mreži, koje su objavljene u periodu od šest meseci – od 2. januara do 2. jula 2022. godine. Takođe, analizom su obuhvaćeni komentari na objavama kluba i koliko je bilo odgovora na direktno postavljena pitanja „Radničkom”. Rad polazi od hipoteze da Fudbalski klub „Radnički” nema interaktivan pristup na „Instagramu”. To pokazuju i rezultati istraživanja, jer je tim koji vodi profil kluba u samo 6,2 odsto slučajeva odgovarao na direktno postavljena pitanja i na taj način uzimao u obzir eksternu komunikaciju kroz komentare.
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Ethical and legal aspects of guerilla and abush marketing in sports – case study Bredowg-a
Scientific article
This paper explores the ethical and legal aspects of guerrilla and ambush marketing in modern sports, with particular emphasis on their impact on brand integrity and the value of sports sponsorships. Based on relevant literature, a qualitative analysis and a case study of the BrewDog campaign during the 2022 FIFA World Cup were conducted as a paradigmatic example of “dissociative” ambush marketing. The research results confirm that such strategies, while increasing media visibility and the perceived authenticity of the brand, simultaneously undermine ethical principles and the exclusivity of official sponsors. The degree of ethical acceptability depends on the transparency of communication and compliance with intellectual property regulations. The paper highlights the need for an integrated approach that connects legal, communicational, and ethical mechanisms to protect market fairness and the sustainability of the sports system. The limitations relate to the insufficient number of empirical studies after 2023, indicating the need for future quantitative research on consumer perceptions and the long-term effects of ambush strategies on brand value and public trust.
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Fan culture and its influence on footbol: insights from Croatian supporters
Scientific article
This paper examines the culture of sports fans, focussing on fans' habits, their influence on sport, the psychology and methods of cheering, fan types and their motivations. The main objectives of the paper are to show what drives fans, their loyalty and other factors that influence their engagement, especially with football clubs. The study compares fan groups across Europe and highlights the main differences. It also analyses the motivations of Croatian fans, including regular attendance and club loyalty. In order to collect data on fans' habits and attitudes, a quantitative survey was conducted, looking at sports preferences, frequency of attendance, spending, involvement in deviant behaviour and the importance of club success. The results show that most Croatian fans follow football, have supported their club for over 15 years and usually go to matches several times a year. The strongest motivations are love, a sense of belonging and the integration of the club as part of the fan's identity. Creative songs and banners as well as charity work are important features of this identity. Strengthening relationships between fans and clubs and expanding the regional focus form a strategic basis for sports clubs to increase the number of fans.
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Fenomen četvrtog mesta u sportu kroz društvenu i medijsku prizmu: Olimpijske i Paraolimpijske Igre
Scientific article
Kompleksnost svakodnevnog života, koji donosi bezbroj izazova, sučeljavanja, prepreka, naravno i lepih trenutaka, svakako nadilazi pojednostavljenu sliku kakva je vidljiva u javnom prostoru samo na osnovu finalnog „proizvoda”. Sport je segment društva u kojem se jasno vidi rezultat, na osnovu kojeg se rangiraju više ili manje uspešni, ali je više nego surova granica od koje se neuporedivo manje ceni uloženi napor i ne vrednuje adekvatno značaj rezultata koji je ostvaren, kroz medije i društvo. Ta linija razdvajanja je postavljena najčešće ispred četvrtog mesta i simbolizuje se kroz dodeljivanje medalja i drugih priznanja onima koji se plasiraju iznad, kao i mnogo izvesniju mogućnost zaborava za druge. Kroz istraživanje vezano za jugoslovenske i srpske sportiste kojima je na Olimpijskim i Paraolimpijskim igrama najveći uspeh četvrto mesto (ukupno 75 olimpijaca i 13 paraolimpijaca), kao i kasnije razgovore sa nekima do njih, osvetljava se ovaj globalni fenomen, koji prožima svet sporta, ali i druge vidove društva, ujedno i čuvaju od zaborava visoki rezultati sportista sa ovih prostora. Posmatrajući odgovore na ključno pitanje, jasno je da kod sagovornika uglavnom provejava seta, odnosno žal za propuštenom prilikom da se osvoji medalja, često pomešan i sa ponosom, naročito kada se taj rezultat sumira iz današnje perspektive, odnosno protokom vremena, imajući u vidu da je to takmičenje koje sportisti najčešće smatraju najvišim dostignućem. „Biti četvrti” je fenomen koji traje, nema kraja i jedinstven zaključak – i koji iznova dobija neke nove junake.
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Financing sports from the budget of the republic of Serbia
Scientific article
Sport as a free human activity focused on the development of psycho-physical abilities is expressed through competition with others and the pursuit of achieving the best possible results. Sport is a category of great importance for the development and prosperity of the entire society. The level of sports involvement is the best indicator of a society's development. The economic and other benefits that sport brings to the state require the state itself to create favorable conditions for the development of sports and, of course, to support them financially. The state does this by allocating a certain amount from the budget intended for the financing of all aspects of sports and other related segments of sports. This paper specifically analyzes the funding of sports from the budget of the Republic of Serbia. In Serbia, sports are largely financed from the budget of the Republic of Serbia, although the responsibility for funding sports also lies with Autonomous Provinces and local self-governments. The goal of this paper is to emphasize the importance of funding sports from the budget of the Republic of Serbia, as well as to promote and seek additional non-budgetary sources of funding.
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