Economic impact of sports sponsorship models on the development of the sports industry: Albanian experience

The research relevance of sports sponsorship in the Albanian context is determined by the lack of case studies, especially on the economic impact of sponsorship models. The study aimed to analyse the impact of sponsorship models on the development of the sports industry in Albania. Scientific analysis has confirmed that sponsorship models contribute to employment growth, expanding the national tourism opportunities and creating new economic incentives for sports. Sponsorship agreements facilitate the organisation of international sporting events, which increase tourist flows and strengthen regional economies. In addition, the study determined that effective management of sponsorship funds ensures sustainable funding for the development of youth sports and the modernisation of infrastructure facilities. Effective sponsorship models contribute to a positive international image of the country and long-term economic benefits for the sports industry. The development of sponsorship can increase the competitiveness of sports organisations by attracting more international partners. A comparative analysis of the US and German practices has identified key aspects that can be adapted to improve the effectiveness of sponsorship in Albania. The integration of private and public funding can reduce the burden on the state budget. However, legislative changes are needed to encourage private investors and ensure transparency of financial flows. The effective use of sponsorship agreements positively affects the development of sports culture and the involvement of young people in physical activity. The research has filled the identified gaps in the study of sports sponsorship in Albania, highlighting the need to develop strategies to further improve the mechanisms for attracting investment in the sports industry. The study combined the local context with global trends in sports sponsorship, which made it possible to identify the features of their interaction and adaptation under current conditions. The proposed recommendations aim to overcome systemic gaps in sports financing and create conditions for the sustainable development of sports infrastructure