Abstract
The field of sport is inextricably linked to the issue of advertising, sponsorship and donations. The income of athletes from these sources on the one hand and the corresponding expenditure of producers, not only sports brands, sponsors of sports clubs and athletes, supporters of sport, represent a very substantial percentage of financial flows in sport.
Legislation, particularly in the field of advertising, must be governed by limiting rules within which the various forms of advertising must operate. Thus, in this article, the author first defines the institutes of advertising, sponsorship and donations in sport, and in the next part looks at these activities in terms of their selected tax aspects, with particular emphasis on the question of tax deductibility of the costs incurred for advertising, donations and sponsorship.
Although at first glance it might seem that sport, marketing and tax aspects are separate worlds, the whole issue is interwoven with one common denominator, which is the raising of funds for the promotion of sport, with taxes playing a significant role as a key instrument for motivating entities to direct financial flows to sport-related purposes and various sporting activities, which is a very beneficial, one could say almost irreplaceable role given the ever-increasing societal role of sport.