Commercial Assets in Sports - Trends and Rules for the Use and Exploitation of Tournaments’, Clubs’ and Athlete’s Commercial Assets – A South American Overview - By Danielle MAIOLINI

Introduction

In Playing for Dollars,^[2] Paul Stodohar jokes about a story in which a former head of the US Department of Justice (DOJ) said that he would always read the sports section before any other, for the simple reason that he preferred to learn about humankind’s successes rather than their failures. This is how sport came to be: an activity that inspires behavior and moves the human gravitational center towards its passions. A social tool and also a marketing avenue.

Seeking to connect with this powerful intangible asset, people, governments and brands make sport their fast pass to the hearts of those they seek to influence and, in...

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