LEGAL BASIS OF COMMERCIALIZATION OF SPORTS ORGANIZATIONS AND FOOTBALL CLUBS IN MODERN CONDITIONS

Abstract:

This article is devoted to an in-depth analysis of the legal foundations of the commercialization process of modern sports organizations, particularly football clubs. The study examines the media rights of sports organizations, advertising activities, mechanisms for protecting intellectual property, as well as regulatory legal acts governing broadcasting processes. The article analyzes the laws of the Republic of Uzbekistan “On Advertising,” “On Mass Media,” and “On Copyright and Related Rights,” along with international legal norms, including the EU Audiovisual Media Services Directive (AVMS), the UK Broadcasting Act 1996, and the Media Act 2024. In addition, FIFA and AFC regulations concerning media and marketing, as well as intellectual property protection rules, are reviewed. The research aims to develop legal proposals to ensure the financial stability of sports organizations, foster content monetization on digital platforms, enhance transparency in the advertising market, and protect the interests of sports organizations.