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Značaj franšize za sportski biznis [The Importante of the Sports Franchise Business] 2013 http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai/record/1/2714 http://www.fms.rs/wp-content/uploads/2013/03/Zbornik-9.pdf http://www.fms.rs/wp-content/uploads/2013/05/Program-rada-dopunjeno.pdf S. Dugalić M. Sobek Franchising means `giving` the right to produce certain aspects of a `brand`-products, services, use of knowledge or the use of specific technologies. After purchasing the franchise from its owner, the franchisee retains their full independence, but in accordance with the contract, must strictly abide by the rules of running the branded sporting products or services. This means that they must fully comply with the composition, shape and color of products, packaging, emphasize the product name, the `brand ' symbol, and more. Within the services sector, services must accurately comply with the running of organisational tasks and the conditions of selling and presenting services. In short, the franchisee must comply with the same marketing systems and business conduct practiced by the seller through standardized procedures within the framework of the so-called "business format" franchise. Successful franchising is recognized within contemporary sporting practice, particularly in the production of sporting equipment, sports clothing and footwear, supplements, sporting services, leagues, publishing, etc. Franchising is successfully developed under the auspices of sport, as athletes and consumers who live a healthy lifestyle, more than others, demonstrate an interest in high quality and healthy food and drinks. An additional benefit of sport to the franchise is in the mass of the population which consider physical or mental and physical development to be of prime importance, and through the media and other events, the effect for participants within the franchise chain is multiplied. Franchising is formed on the basis of the distribution system applied by organizations operating globally. Small and medium-sized businesses or entrepreneurs can more easily, through a franchising system, realize their mission or withstand competitive pressures within difficult operating conditions such as transitions, recession, growth, development, etc. Whilst franchising within sport is a promising form of business, a focal point within sporting businesses, in addition to infrastructure (laws, the development of rights and banking, competent professionals, associations) and the market milieu, should be borne in mind. The selected distribution system for sporting products is based on the type of products (tangible or intangible), the expectations of sporting organizations and other factors (legislation, development of local travel and communication networks, markets, etc.). Sporting facilities, equipment, sporting shoes and garments, as well as dietary products, are tangible sporting products and require the physical transfer of goods from the producer to the consumer or intermediaries. Other sporting products (services, places, athletes, ideas, entities and leagues) are treated as inconsistent and delivery is completed in a way that consumers eventually (except when transmitting sporting events and further design forms) must come to the venue. It is characteristic for sporting services to acquire the character of the product only when they are commissioned to do so by the patron (eg in modern-equipped fitness and other sports centers, when washing, ironing clothes for exercise and delivering it to locker rooms, before the start of the next inning, usually negotiated separately or through price arrangements). This is also the case with appearances which are organized by separate schedules (date, time and venue). conferenceObject 89 104 10.13140/RG.2.1.1206.9522 Conference Proceedings 1