Full text of the paper:
Proceedings of the Faculty of Law, Novi Sad
2025, vol. LIX no. 1, p. 351-376
working language: Serbian
Review paper
347.44: 796.078
doi:10.5937/zrpfns59-52863
Author:
Petra Stanojević
University of Belgrade
Faculty of Law in Belgrade
stanojevicpetra16@gmail.com
ORCID ID: 0009-0001-0955-2448
Summary:
The paper deals with the analysis of specific contracts that are concluded with a marketing intention – with the intention of image transfer in mind. The sponsorship contract is interesting because the economic interests of the co-contractors, i.e. the purpose of entering into the contract so pronounced that they dictate the way in which the contract should be studied and question the modern understanding of the relationship between cause and motive. The goal is to point out the meaning of their interests and analyze the questions they raise. Finally, we will study how this institute interacts with existing regulations and propose their adaptation to the observed specificities. The importance of analyzing contracts is conditioned by the lack of positive legal solutions and theoretical discussion despite its frequency, which opens up the possibility of legal uncertainty.
Keywords:
Sponsorship. – Image transfer. – Advertising. – Excitement. – The cause.