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Vol 8 (4) 2020

Article

SPONSORSHIP AS A FORM OF MARKETING PRODUCT IN SPORTS (0.38 Mb, pdf) Read
Authors:
Gorelikov Valery Afanasevich
Keywords:
sports industry
sports economics
sports management
sports marketing
marketing products
sponsors
partners.
Annotation:

Purpose of Research – to find out the role of sponsorship in the revenue of sports organizations and determine the requirements for this product for its effective realization in the future.

Research Methods. The basic methods used in this experiment are content analysis and theoretical research. The sources of information were reporting and analytical reviews, interviews of sport finance experts and marketers, annual reports of federations, leagues and clubs, reports of consulting companies, and websites of the mentioned structures.

Research results. The authors carried out the analysis of key marketing products in sports, study of markets of sports sponsorship, international sports events and sports organizations to identify main marketing products in sports, with emphasis on the sponsorship, international and Russian markets. The authors assessed Russian market and explored its development prospects.

Conclusion. The study revealed the basic requirements for sponsorship as a marketing product in sports, which are essential for its effective implementation and the increase of profit of sports organizations. The fulfillment of these requirements for sponsorship can become a new growth point of income.

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See also