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This research was aimed at gaining relevant knowledge about the attitudes of Podgorica consumers toward advertising through sport among the question how often consumers purchase sporting goods. The sample included 330 students from Faculty of Economics in Podgorica, divided into six subsample groups: consumers who do not purchase sport goods at all, then consumers who purchase sport goods less than ones a month, next 1-3 a month, 4-6 a month, 7-9 a month, as well as consumers who purchase sport goods more than 10 times a month. The sample of variables contained the system of three general attitudes which were modelled by seven-point Likert scale. The results of the measuring were analyzed by multivariate analysis (MANOVA) and univariate analysis (ANOVA) and Post Hoc test. Based on the statistical analyses it was found that significant differences occur at multivariate level, as well as between all three variables at a significance level of (p=.000). Hence, it is interesting to highlight that it was found there were significant differences showed up between the consumers who purchase sport goods. The significant differences were found in two of three variables, while the consumers who purchase sport goods less than 3 times a moths had much more negative attitudes toward advertising though sport.

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Sport fi nancing is of great national importance, having in mind that it's recognized as an activity of public interest by the Law. Since most of sport organizations in Montenegro are publicly owned, they are dependent on public fi nancing, which are often scarce and insuffi cient for fulfi lling sport's function in society. Therefore, new sources of fi nancing must be introduced. One of the most common funding systems in Europe includes resources redirected from gambling industry profi ts-taxed by the government. Even though the idea isn't exactly new, it's implemented diff erently in various countries. This paper analyzes current Montenegrin system of sport fi nancing from this source, compares it to other European countries and provides recommendations for its' improvement. Taking into account that most gambling revenues come from sport betting, it would be benefi cial for the society that most of these incomes fi nd their way back to sport. The research results for Montenegro show considerable lagging behind other European countries in terms of sport funding from taxed gambling profi ts. With the share of only 14% of funds allocated to sport from this source there is a plenty of room for Montenegro to improve its sport fi nancing system, which would lead to faster sport development. This share is considerably low, compared to neighboring EU countries such as Croatia's 35% and Slovenia's 80%. With certain improvements and taking into account other countries good practice examples, Montenegrin sport fi nancing system can be considerably improved.

No abstract