SPONSORSHIP INVENTORY AS A KEY ELEMENT OF THE IMPLEMENTATION OF SPONSORSHIP OPPORTUNITIES IN SPORTS

The purpose of the research is to find out the role of sponsorship inventory in the implementation of sponsorship opportunities by sports organizations. 
Methods and organization of the research. The main methods used in this experiment are content analysis and theoretical research. Sources of information were reporting and analytical materials, research articles and professional literature.
Research results. Based on the results of the analysis of the sports sponsorship market, international sports events and sports organizations, the main segments of sponsorship inventory in sports were identified. The opportunities for sponsors’ advertising on sports equipment, in the sports arena and around it, as well as digital opportunities in various sports events were identified. 
Conclusion. The main opportunities on the sponsorship inventory were determined, which will increase the number of sponsorship offers and get more profitability from their implementation. 

• Barkhudaryan, S., Efimov A., Leontiev A. Metodologiia otsenki sponsorskikh vozmozhnostei v sporte [Methodology for the assessing sponsorship opportunities in sports] Moscow: AKAR, 2019. – 24 p. (in Russ.).
• Gorelikov, V. Sponsorstvo kak vozmozhnost konkurirovat v sporte [Sponsorship as an opportunity to compete in sports.] Modern Competition [Sovremennaia konkurentsiia], 2019, vol. 13, no. 4 (76), pp. 46-57 (in Russian, abstr. in English).
• Gorelikov, V.A. Sponsorstvo v sporte: uchebnoe posobie [Sponsorship in Sports: Textbook] - Moscow: Synergy University, 2020. –128 p. (in Russ.).
• Gorelikov, V.A. Osobennosti ocenki effektivnosti sportivnogo sponsorstva v Rossii [Features of evaluating the effectiveness of sports sponsorship in Russia]. Science and sport: current trends, 2021, vol. 9, no. 1, pp. 89-95. (in Russian, abstr. in English).
• Dmitriev, A.G. Trekhmernaya model' diversifikatsii portfelya sponsorskikh proektov [Three-dimensional model of portfolio diversification of sponsorship projects]. Ekonomika: vchera, segodnya, zavtra [Economics: Yesterday, Today and Tomorrow], 9 (3А), pp. 433-440. (in Russian, abstr. in English).
• Malygin, A.V. Marketing cherez sport: uchebnoe posobie dlya vuzov [Marketing through sport: a textbook for universities], Moscow: Synergy University, 2021. – 130 p. (in Russ.).
• Solntsev, I.V., Osokin N. Sponsorstvo v futbole: otsenka spravedlivoi stoimosti sponsorskikh soglashenii [Football sponsorship: assessment of the fair value of sponsorship agreements]. Economic Policy [Ekonomicheskaia politika]. 2016. vol. 11, no. 3, pp. 69-81. (in Russ.).
• Tomich, M. Znachenie formirovaniia i razvitiia rynka sponsorov i donorov v sporte [The importance of the formation and development of the sponsors and donors market in sports]. Bulletin of Russian International Olympic University [Vestnik RMOU]. 2011. no. 1 (23), pp. 70-85. (in Russ.)
• Khabarov, V. I. Pokazateli otcenki sponsorskogo potenciala v industrii futbola [Indicators for assessing the sponsorship potential in the football industry]. Khabarov V. I., Dmitriev A. G., Kuznetsov R. A. Ekonomika i upravlenie: problemy, resheniya [Economics and Management: problems, solutions.] 2019, No. 2 Volume 3, pp. 88-92. (in Russ.).
• Burton, R. Trends in sport sponsorship evaluation and measurement: Insights from the industry. R. Burton, T. Fischer, M. Goldstein, K. Johnson, J.D. Lubenetski, Scott McCune. International Journal of SportsMarketing and Sponsorship Vol. 19 No. 1, 2018, pp. 2-10.
• Baylis, C. The tactical guide to selling more sponsorship. C. Baylis. https://app.monstercampaigns.com/c/lqtx8ytytzh2v6zibbxq/ (date of application 19.11.2021).
• Demir, R. Strategic sponsoring in professional sport: a review and conceptualization. R. Demir, S. Söderman. European Sport Management Quarterly, 2015 Vol. 15, No. 3, pp. 271-300.
• Jensen, J., Head D. An advancement in the study of marketing partnership longevity: analysing sport sponsorship survival. J. Jensen, D. Head. Sport Management and Marketing, Vol. 20, Nos. 1/2, 2020, pp. 64-91.
• Nader, Y. W. Sports Sponsorship: Evolution, Content Analysis, Problems, Trends. World of Economics and Management, 2020, vol. 20, no. 1, pp. 154-171.
• Orr, M. Sponsorship and marketing newsletter 11/11: How can sports marketing become more sustainable? M. Orr. https://www.sportspromedia.com/opinions/sponsorship-marketing-newslette… (date of application 19.11.2021).
• Santos, A.D. The effect of articulated sports sponsorship on recall and visual attention to the brand. A.D. Santos, M. Sánchez-Franco, V. Prado Gascó. International Journal of Sports Marketing and Sponsorship, Vol. 22 No. 3, 2021 – pp. 493-506.
• Seaver, R. 2020 Corporate sponsor/advertiser & industry report. R. Seaver, J. Kahler. The 2020 National sports forum by Seaver Marketing Group. February 2020. – 96 p.
• Shoffner, S. New jerseys: exploring the influence of NBA team jersey sponsorships on teams and sponsors / Shoffner S., Slavich M. and Koo G.-Y. // International Journal of Sports Marketing and Sponsorship, 2021, Vol. 22 No. 4, P. 633-651.
• Villegas, R. The Sport Sponsor Handbook. – San Bernardino, CA. 2017. – 80 p.
• Walraven, M. Sports Sponsorship Effectiveness. Investigating awareness, sponsor equity and efficiency / Uitgeverij BOXPress,‘s-Hertogenbosch, 2013. – 122 p.