Contemporary marketing trends in sport

This paper presents some observations regarding the book "Marketing in sports - with elements of industry in sports". Sport has long ceased to be just a game, today it is one big business. Taking into account the above, the various marketing aspects of all participants in the sports industry are presented and commented on. The content of the book abounds with numerous examples of the application of marketing activities in various world and domestic sports organizations, then at sporting events, but also in well-known large companies. The book contains interviews that the authors of this monograph conducted with professional and successful people in their professions.