摘要：Owing to the media, the sporting industry has largely increased its attractiveness, production and sale intended for the sporting producers (direct – indirect) and the sporting consumers (passive – active), but for the wider public, as well. Attractiveness, as a special feature of marketing abilities of individual sports, is a specific feature in itself in terms that sports belonging to the sporting industry have larger or lesser marketing potentials (football, basketball, volleyball, and team-handball), which additionally increases the interests of the mass-media, the business investors, the advertisers and the sponsors for this type of sporting products and services. Purpose of this research work is to objectify the media exposure of the sporting organisations in team-sports from the Canton of Sarajevo in terms of selection of generic strategies and their impact on the targeted media market in relation to the realised business and sporting achievements. This research defines a correlation between structural and generic significance of the media exposure segment within sports, such as, football, basketball, volleyball, and team-handball from the Canton of Sarajevo for the competitive 2003/04 season, and the business and sporting achievements segment, based on which are presented the abilities of the analysed sporting organisations in team-sports, to a larger or a lesser degree, using the potentials and attractiveness of their own sports, and in wider application of the organisational business function of public relations, by means of sporting market, to provide a higher level of profitability for themselves.
关键词：correlation; media exposure; business and sporting achievementi
