21  .  ,   
 


           .           ,     2018 .       ,         ,       SOVATIC,        ,      -.





21  

 ,   



 



 ,2020



ISBN978-5-0051-0249-2

     Ridero







 2020    ,      .      ,      .      ,  堖      .

        ,            .        ,      .

 ,    , ,    ,      .              ,     .

 蠖 ,    ,          .      ,  .  , ,      蠖     ,   .

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      ,       ,     SOVATIC,      ,     -.

,     .

  




 1.    





1. :  



      ,   , ,  . 堖   ,    .         ,    .        ,    .




 :  


      ,   , ,  . 堖   ,    .         ,    .   statista.com   ,  , ,   2015 $145,34 (.1.1).

 ,     ,      ,          .

          .         .            .






.1.1   :  2006\2015(. )[1 - Global sports market total revenue from 2006to2015(inbillion U.S. dollars) *https://www.statista.com/statistics/194122/sporting-event-gate-revenue-worldwide-by-region-since-2004/ (https://ridero.ru/link/r2C3keXzMUMysF)]



,       Π         .  ,      , - ,    , ,  , ... ,      ,    ,   [2 -  .  :   // :    .  1. 2017. .13].

       ( ,  ),         ,       ,      ࠖ  [3 - .].

      ,  ,  ,  , - -,    .

        (sport business industry)[4 - The Sport Business Industry // West Virginia University, 1987.http://www.bellerophonproductions.com/FOSM.pdf (http://www.bellerophonproductions.com/FOSM.pdf)].   :  ,   ,   ,  ,   ,   ,     .

       (sport industry).     .           .       ,    :  ,  ,  ,  ,  ,  ,  ,  ,  , ,  ,  , , ,    [5 - Robinson ., Hums ., Crow R, Philips D. Sport Industry Professionals. Aspen Publishers, Inc. Gaithersburg, Maryland, 2001. ..].






 1.1      ,   ,      ,     



       ,   蠖 , , , ,   ..           ,       .

        . ,          ,    ,  -     [6 -  .     .  /: , 2006. .28.].

      (The marketing ofsport)       ,       : , ( ),  ( ;  ;   )  ( ,    )[7 -   /  .  .,  .; . . .:  , 2010. .37.].          ,    .

       蠖 .   堖     ,      , , ,  ..



      ,         (. 1.2).       :

  ,

  ,

  ,

  ,

   ,

  ,

 ,

   .






. 1.2   



        ,  ,     .

      ,     .

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            (, , ,  ..)     ,      ,      .  堖    ,    .

     ,   homo sapiens.       蠖 , ,  ,       .     (   )        .




  


  ,     ,    .  776. ..            ,   ,   ,    ⠖ 394.          ,    .

       ,        -,    .            ,   ,       .          ,      .

ʠ XIX     ,    , ,     .        ,   , ,    .   頖 ,   ,   ,     .      ,          .

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  ,     .        .     , ,   ,    . ,              ,  ,   .




  


   蠖   .        .

  ,      $130$160.       $70.     $60.         (Nike, adidas, VF Corp., Under Armour, Puma, Asics, New Balance, Amer Sports, Quiksilver) 2015   $75.    Euromonitor, 2016         361 . (. 1.1).






 1.1      (. .)[8 - SPORTSWEAR INRUSSIA. Euromonitor International, January 2017.]



      ,    .       .         ,   , ,   ,  , ,  ..           ,  .        ,         -  .

       ࠖ  ,    .         ,   ,              .  ,  ,    ,   .

            , ,   .

蠖  ,   ,  ,     .     ,       蠖          ,      ,    .

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       ,  ,       .         ,     .  ,   ,    ,      .

     ,    ,     .   I      ,     .    ,    ,    , ,  . -     ,       ,    .






 1.2         .  Audimas       



 80-         蠖              .  , , , , ,    ,  , ,    ⠖       .          , ,  ,   .. b2b            .       80-90-   ,      Nike, adidas, Reebok, Puma      ,  .

     ,   . -      ,    .        ,     .                .     (, Nike, , Baon)     ,          .

    b2b ,          ,     .

      .        .    , ,  ,   (adidas, Nike)  (, Decathlon,  ),  (  ) ,  .   (Auchan, , )   (Karstadt sport, Kaufhof),    ,  -.      -,   .

            (open markets), ,    ()  (   ) ,             .

     .          ,     b2c .   ,   b2b ,        .

    ,              ,          . ,                .

 8090        .     ,    ,        .   ,          (    private label),       .      70%    90%  Decathlon.

         頖  ,  (, ), Nike, Puma (, ), adidas (, , ).




  


     ,                .         , -      .

            .              , ,     .

     ,  .               ,   .      ,   ().

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  ,    -젖    - .           ,      -    .




  


   , ,       , ,   ,    ,   ( )   .

        ,   ,     .    蠖  ,      .

  ,         ,   . ,       頖      2013,  -2014,   -2018     .           .

     , , , -,    ..        .           .

         .    ,     ,         .

           :   ,  ,   ,   , .

    , ,     , , , ,  ..    .        .   ,    ,     , ,    .   ,         , ,  -.






 1.3         



        ,  .     ࠖ , ,     ..

      ,      ,  ( ,   )    (, -).

   ,      ,      .         .

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          : , ,  .

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     ,   ,     젖  ,  , ,  ..

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  ()


          ,    (70%    ).  ,         .        .

  ,    ,          .  statista.com,    2016  $60.[9 - https://www.statista.com/statistics/196898/global-sponsorship-spending-by-region-since-2009/],  70%    .       , , , ,       .

 -     ,        2%  ,  .

   ,        .        ,  ,    ,  .     ࠖ   .




  


            蠖   .      ,            ,    .

     ,     ,     ,    .          ,   ,      .             .






 1.4       



              蠖  . ,         ,   .        ,      .




   


          .             (. quasi  , ,  , , ).         ,        ,      .

ʠ    , ,   (license product),         .  ,  , , ,  ..    ,      . ʠ -    ,   ,   ..

            .    ,              蠖  -        ,   .           .         ,   ,      .                 .

        .      ,  頖      .    ,    ,    ,   ,     .            ,     ,         .

 ࠖ    ⠖ , ,  ,    -,      .    ,     ,    .  ,   ࠖ    .

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 ,           ,  ,  ,  ,   ,    ?

         蠖 ,  ,  ,  ,  ,  ,  .      ,      .

  ,        .   ,       ,   ,  -.            蠖 .




2.  : ,  



ʠ XXI        2,5        ,    .     200    ,        ,      -⠖     . ,           .




  


  90-        ,    ,        .     ,     ,   .        , ,  ,       .

    ,   ,            ,     .         ⠖  -,      .

 ,               .         ,     ,      .      ,        蠖  ,    .






 2.1         Sportland.      



  2000-        ,    .           ,     .    , ,         ,   ,      .

 -   ,     .             .     , ,                  ,      .

Ѡ  :     .




    ?


       80-   ,         .

 ,        ,        .      , , ,  .. .     ,  ,   ,  ,  ,     .         .

      , ,  ,    .  ,  ,                 .

,    . , .  .   㠖   ,       ,            [10 - David Shilbury, Shayne Quick, Hans Westerbeek. Strategic Sport Marketing, 1998. p.13.].

    ࠖ ,       [11 -   /  .. . ; . . .:  , 2010, .37.]   .  . :  㠖       ,     , ,       ,  ,    ,     .

       ,       .

          ,      :      ,      ,            [12 -  .   / . . .:  , 1998, .15.].

      ,    ,     ,     ,        ,   .

. , .  . [13 - Sport Marketing 3rd Edition (http://www.amazon.com/Sport-Marketing-3rd-Bernard-Mullin/dp/0736060529/ref=sr_1_1?s=books&ie=UTF8&qid=1310549105&sr=1-1)byBernard Mullin, Stephen Hardy and William Sutton, 2007, p.11.]   :              .      :    ,          \   .

,  . [14 - Matthew D Shank (http://www.amazon.com/Matthew-D-Shank/e/B001H9VZKC/ref=ntt_athr_dp_pel_1). Sports Marketing: AStrategic Perspective (4th Edition).],      ,             .          .






. 2.1   



      ,     ,   (. 2.1). , ꠫  (marketing ofsport) 蠫   (marketing through sport)       ,       ,       .

      (grassroots sports marketing).        ,          .

    ,    .   (sport marketing)    (marketing ofsport)    ,     ;     ,    b2c b2b  (marketing through sport);  (grassroots sports marketing).






.2.1   



        ,     ,       (. 2.1).




 


     ,      ,     .   ,    ,      蠖  , , , ,  ..

      , ,  (, ) ,  ,  (, , ),   (, , ),    (. 2.2).

       ,             .

         (, , , )  ,          .

   , ,   ,     .       ,     .  ,   ,  ,  ,        ,     ,          .

                    .






 2.2.   



 ,               .  ,         ( ).

             .              .  ,       .       (   ).            .

       (       ).           . ,  Sport+Markt[15 - European Football Merchandising Report 2010. Sport+Markt]  2009/2010    10   (, , , , , , , ,  )  2,1 .     ⠖  ,        ,       .

        . ,  ,        ,      ,  .      ,        .

,    ,  ,   -       .         ,              .              .

        ,       㻠. , .  . [16 - Sport Marketing 3rd Edition (http://www.amazon.com/Sport-Marketing-3rd-Bernard-Mullin/dp/0736060529/ref=sr_1_1?s=books&ie=UTF8&qid=1310549105&sr=1-1)byBernard Mullin, Stephen Hardy and William Sutton, 2007.] (. 2.2).           . [17 -  .  : . . ., 1996. .248.]         ().

  ࠖ    (,  ). ,       ,           ,    .  ,         .

         蠖   , ,    ,        .






. 2.2   



         .     ,  ,  ,      , ,        ,  ,  .

   ,   ,   ,      PR.   ,          ,  젖 ,  ,   (    ).      (, , ),   ,     ,   .

 ,     ,             \ .




  


       ,      ,   .

     , ,  ( 堖 )   ,    .

    ,              , ,  ,     b2b b2c  .

    ,    ,        ,      80- .            ,       -.

       ,             .

         (, , , )  ,          .

   , ,   ,     .       ,     .  ,   ,  ,  ,        ,     ,          .                     .

        ,     ,       .            ,  ,  , ,   .       ,       (, , ).

  ,      ,     ,  ,  ..,   , .






 2.2       . Ƞ  ,      



,          (. 2.3).     ,          ,    .

 ,       , ,    .       ,  ( ) ,      .






.2.3  



 - ,     ,   ,  ,    軠   , -  Carlsberg , Carlsberg Group,      2012[18 - http://www.advertology.ru/article92587.htm (http://www.advertology.ru/article92587.htm)].     Π,     , ,             , ,     [19 -   Π (.1)].       :     (  );   ;   ;    ;  ;  .

 ,        ,    蠖  ,  ,   , , .         ,      .

             (ITERA );     (Ǡ   , Kinder  ),    (컠  ),  (Nike    ),  (Li-Ning  ),   (Allianz Allianz-Arena).

        ,    .  ,      ,  , , , , .     .     [20 - Global Finance and Banking Sponsorship Report 2010, Sport+Markt].      ,    [21 -        2009.]   蠖     .

      .          (Reebok NFL)  (Puma  ),          . ,             ,        .

   ,    : , , .  ,         . , ,      ,    100%  .       5080% ,   ࠖ 25%, ࠖ 510%.

     (,  )    .          ,    (  ),      (, , ),    ( , ),  ,   ,    ,   ,   ,     .

               .

         ,     ,    .  ,         ࠖ , , ,        .

, ,      :     .           , 젖  . ,          ,        ,   . ࠖ   ( ,   ..)   [22 -  .  . :   ,   , , , ,      . .:  , 2011.].

  Sport+Markt      ,   , ..   .    ,        ,          (. 2.4).     ,      -,   .






 2.4     [23 -   Sport+Markt]



  ()  ࠖ      .     [24 -  .  . , 2006.]:    ,   ,        . -      ,   ,   ,    .      ()     .        ,   ,     .  ,      ,    , ,     ,      

      ,        ,           .      ,    ,   .                      .

     ,   . ,        蠖        ,  ,         .

     ,    ,         ,    .  , ,  .    St.John          .        .

  ࠖ     .        2006        .  Pepsi            .      .       ,    :     ,      , Pepsi       .        ,  ,  ,   蠫,   .

         .       event-marketing    .       ,  ,    ,    (, ,  ..)   .

  ,              .   蠖 .. ,        . ,   -2014   ,    ,      (, ,   ).   ,          .

堖      .      ,        .   ,               ,           .          .       堖         . ʠ      蠖    ,   .

 ,         ,     ,   .

       頖  , ,  ,   , ,  ,  ..    ,     ,      .

       ,     젖 NFL, NHL, NBA,MLS.

     ,      .         ,     2011   40 .

    , ,    ,       .    , , ,      ,     ,    .




  


        ,      ,     , ,     .






 2.3   ,      



 ? ,       (   !),     ,  ,  . ,     ?  ,         ࠖ , ,   ,      .

 ,     .                     .        ,          ( , ,    ..).

                    .         .

     ,      Lets Move![25 - http://www.letsmove.gov]     ,    .         , , ,      .             ,         Lets Move! 9 2010,   .

 , ,        .    젖  ,   ,  ,  ,    ,     ,       .  ,     2000-          ,        .   , -            .

           ,      ,       .

 ,  ,            ,  ,      (, ,  ),         ,     .




 2.   





3.  :   



     (, , , ,  ..)     ,        .     ,     ,    ,    -       ,   .




   


         ,          .

                 . ,   Football Money League           젖    (Matchday),   [26 - Commercial breaks. Football Money League 2015// Sports Business Group, 2015.] ( 3.1).           , ..        .






. 3.1.    DFML



 -      ,        -      (, );    ;   , , ;  (, ),  , ,    ; ,    ;    [27 -   12.01.1996N 7- (. 31.01.2016) Π .].

      ,      .

        [28 -  Sport Marketing School Research 2015.]       ,      (. 3.2).



 

       ⠖    ,   .          (, , )   .  ,  (Government Investment)   (PrivateInvestment)    .

,        ,     ,     ,     .        ,   .

 ,        ,             .     , ,       .






. 3.2       



 ,  2015\16        ,  - , ࠖ     .

         ,    .

       :

    , , ,     ;

, ,    ,    ;

      -.

 ,           ,  .

Ѡ ,           ,  ,     ,        , ,    .       ,   ,        .

        蠖   ,        .       ,    ,  ,   ..

          ,  ,  . ,     Dow Jones StoXX Football Index   22 .

         .             ,   ..

       ( ,  )    ( ,   -),     .



 

       , ,    ,     .  (Lenders)   ,            .

 ,    .     ,  ..  . ,        .      ,     ,     .

    ࠖ     ,     .



 

        ,         .     (Maecenas)    ,      .      ,      .






. 3.3      (2015)[29 - Source: Sport Marketing School; Planeta.ru; Crowdfunder.co.uk]



    ⠖          .         , ,  ,      .        (Crowdfunding)      .

          ,       ,   ,   .              . Ѡ - (    planeta.ru, bumstarter.ru),       . ,                 (.3.3). ,   ,         .

         ,       .

ʠ            ,   ..   , ,        ,      .



  

           (, , , )   .         .

,       .  -    .        ,     . ʠ          ,    .     ,   .

    ,   ,      - .    ,     . , ,          ,       .           .       ,      .

     (Products)   :     ,  ,    ,   ,    ,   .         ,      .

     (Sponsors)        .     ,   , ,   蠖       (, ,  ..),     ,    (),     ..

    ,   ,         .

 ,    (Rights)        .          . ,    -        (. 3.1).






 3.1   Gillette-    



  ,          ,   ,  ..

     ,    ,      .       ,    .



   

 , ,         .  ,  ,         ,        .

   ,      . ,         25   20152016.[30 - -http://tass.ru/sport/2726394 (http://tass.ru/sport/2726394)],      [31 - - http://www.championat.com/football/news-2260909-mitrofanov-bjudzhet-zenita-sostavljaet-okolo-55-mlrd-rublej.html (http://www.championat.com/football/news-2260909-mitrofanov-bjudzhet-zenita-sostavljaet-okolo-55-mlrd-rublej.html). 1 2015.].




    


        .     ,          .






. 3.4.      [32 - Source: Sport Marketing School; Planeta.ru; Crowdfunder.co.uk]



        : - ,    ,   ,    ,   ..

  ,  Sport Marketing School,          (. 3.4).  ,        .

,        ,   ( ,  ..),   .    ,  ,    () .

            (),            .     ()     ,      ()      ().

    ,           (. 3.5). ,    ,         (20%),  5%   ,      (65% 35%).      (20%)    .  ,        (),       5%. ,     ,   -  .        .






. 3.5.  (-1)  (-2)      



          ,       . ,                .   蠖     .         ,       ( ,   ,   ..).



    ,  ,      ,      ,        .    ,     ,  ,       .

      ,      ,     .




4.       



          頖     .           ,            ,      .  ,            , ,  ,  -        .




   


 堖                     .

        ,        .        (, , ,   )          .        ., .-.,  .,  ., .,  .,  .,  .,  .,  .,  . Ƞ.

      .     ,       ,   ,     ,   .       .              .

        ,   ,       .            .

,         ,        (Schwarz (https://www.google.ru/search?hl=ru&tbo=p&tbm=bks&q=inauthor:%22Eric+C.+Schwarz%22&source=gbs_metadata_r&cad=7) E., Hunter (https://www.google.ru/search?hl=ru&tbo=p&tbm=bks&q=inauthor:%22Jason+D.+Hunter%22&source=gbs_metadata_r&cad=7) J., 2017. P.10, Shank M., 2009. P.39,  . 2008. .368).     ,           ,  .

     ,   :  蠖  砖 堖   頖     (Jobber D., 2010. P.40, McDonald M., Wilson H., 2011. P.41,  .,  .,  .,  ., 2013. .97,  ., 2018. .541, Pitts B., Stotlar D., 2007. P.32, Aaron C. 2008. P.9) .   ,  ,     .

       ,   ,     ,     - ( ., 2015. .330).

 ,          ꠖ      ,        .

             ( )  . ,      ,      頖    ,  ,   .          ,      ,    .

    ,      , , , , ,     .         (  ),          ,    .

            .    ,        .         ,    ( ., 2006. .284).              .

      ?                ,     ,         ⠖  , ,   , -蠖  ,      ( .,  .,  .,  .,  ., 2011. .45,  ., 2016. .44).        ( ., 2008. .40).

,              ,        .        ( ., 2016. . 12),   ,   ,       ( ., 2018. .273). ʠ,           .

              SOVATIC (. 4.1),       .     :    (Subject),    (Objects),       (Vision),   (Analyses),       (Targets),    (Instruments),   (Control) ( ., 2018. .53).            .






. 4.1  ( SOVATIC



   頖        , 젖  ,    .                  . ,         ,      .

      ,     ,  ,    .   ,   ,     ,       .

,      ,   ,   (       ).      ,       .

    ,      :

    

   

 -  

     

     ,        




    


 ࠖ      ,   ,     ,    .      ,   蠖  ,    .






. 4.2    



    ( , , ,     ..)     , ,    .    ,         .

-,     ,       .             (  ,   ,  ,      ..),   (,    ),  ,         (, ,  ..).

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,    -   ,        ,  ,  ,   , -.  ,     ࠖ      ࠖ  .  ,     ,   ,      . ʠ,      ,  .

-,    ,       ⠖ . ʠ   , ,  ,  ,   ..

,         FIFA adidas, Coca Cola, Bad, - ..      ,        .           ,        .       ,       .

-,          ,    . ,       FIFA,      ( ),        .        ,     .




   


     ,            .    ,           ,  .         ( ),       .

          ,     .        ,   ,   ,   -.

     :       ;   ; - ;  .






 4.1          



,       ,    堖      .             .        -   .               .

    - ,        . ,   Π         ,     (, )        (   ).         .      ,    ..

      ,       .       ,     頖     .              .




 -  


             蠖 -.          ( ),   ,  . -  , ,   .

-       ,       (Malygin A., 2017. P.106):   , ,   ,   ,   (, , ),   (, ,  )    (  ).

        ,    -. ,    -     ( ).  ,   ࠖ   .

-        ,         , 堖   . ,             ,      .

        ( ,  ,   ,    ,  ,    ..),      -.

     ,    ,  ,      . ,             ,    ,      .

          ,  .    -    ⠖    ,    ,    ..




     


          SWOT .                ,       (, ,   ).           .

,         ,           .         .             ,    ,   .               .        . SWOT         ,   ,     .

                    .

          蠖  .       ,      ,       .    頖         .

      ,       ,       ,    .

    ,    :     ,    -,       .

      젖   ,  ,  ,    ,    .



                .




5.   :  



            .  蠖   ,       ,      蠖     .        蠖           ,   .         ,    .




    


               .                   ,  , - ,   ..

      ,   蠖        . ʠ      , ,      .

    ,   ,  , -,  ,  ,   .. (. 5.1).

  ,     - ,       , , , ,    .        . ,          ,    ,      .






. 5.1  



            ,       .             SOVATIC.        (Subject),    (Objects),    (Vision),      (Analyses),     (Targets),     (Instruments),    (Control).




     (Subject)


        ,  ,  -,      .  ࠖ     ,      .     ,  ,    .           , ,    .

 ,          .

      - ,  ,     .        ,         ࠖ  ,   , ,    .

2.             ,     , ..    .     ,  ,       .

,       -,        .     ,       ,   ,    ,  . ʠ,      ,  .

  ,        ,       . ,   -     ,        .             

3.    ,              . ʠ   , , ,  ,  ,   ..

,           ,    .       ,       .

4.       .             . ,         ,    ,         .     ,    ,          .                  .

     ,    . ,   ,     ,      .

5.      ࠖ  .      ,     ,   ,   , ,    .

,  ,     ,   -    ( ),       .    ,        .             ,       (  ..).         ,     .

        ,     ,   ,   ,    ,  ..

         ,   ,   ..     ,   .        ࠖ        ,   , ,     .       ,            .         ࠖ   SWOT-.

         :

     ;

  ;

    ;

   -  ;

        




   (Objects)


        ,        .  ࠖ             , ,    .    䠖  ࠖ      , ,  .  ,  ࠖ  ,        ,    .

     ,       堖 , ,   .   ,        .

     .

       -     ,   . ,      : ,    ;  ;  (   ); .

  ,   -   ,    .      

 㠖    ,      .       ⠖  . ʠ      ,  , 堖 ,   ( ,  ).   ⠖    ,   .  ,     ,       .

  ,     ( )     ,     .           .

       ,          (. 5.1).   ,     ,     .      ,   ,     .






 5.1     



    ,       ,         . ,    ,  ,   ,      .

     ,       堖  ,   ,  .. ,              .     ,          .

               .  ,         .

    蠖     ,          .

  ,  ,          -,      .      -    ,          ,  -        .

,  -       ,    .        ,    .

  ,     -            .  -     .

      ,        ,      ,     .  ,    (, , ,  ..),     ,     .

     ໠   .          -   ,    .

             ,     . ,     -       ,        .

        蠖  ,  ,    .           ,    .

           SWOT-  .

         :

  -  ;

    ()  ;

      ;

   -    ;

         .




     (Vision)


                     ,      .   ,    .

     ,    (  ).  ,   , 堖   , ,         .

,     -,     ,      ,      .          -  .          .

       -  ࠖ     .    -     .

 5.2      ؠ    .         ⠖ ,  ,     (-1).     ,     ,          ⠖  -.






.5.2  



       ,       ,     ⠖     (-2).       -,    .

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  .


   .

   ,     (https://www.litres.ru/pages/biblio_book/?art=56079028)  .

      Visa, MasterCard, Maestro,    ,   ,     ,  PayPal, WebMoney, ., QIWI ,       .



notes








1


Global sports market total revenue from 2006to2015(inbillion U.S. dollars) *https://www.statista.com/statistics/194122/sporting-event-gate-revenue-worldwide-by-region-since-2004/ (https://ridero.ru/link/r2C3keXzMUMysF)




2


 .  :   // :    .  1. 2017. .13




3


.




4


The Sport Business Industry // West Virginia University, 1987.http://www.bellerophonproductions.com/FOSM.pdf (http://www.bellerophonproductions.com/FOSM.pdf)




5


Robinson ., Hums ., Crow R, Philips D. Sport Industry Professionals. Aspen Publishers, Inc. Gaithersburg, Maryland, 2001. ..




6


 .     .  /: , 2006. .28.




7


  /  .  .,  .; . . .:  , 2010. .37.




8


SPORTSWEAR INRUSSIA. Euromonitor International, January 2017.




9


https://www.statista.com/statistics/196898/global-sponsorship-spending-by-region-since-2009/




10


David Shilbury, Shayne Quick, Hans Westerbeek. Strategic Sport Marketing, 1998. p.13.




11


  /  .. . ; . . .:  , 2010, .37.




12


 .   / . . .:  , 1998, .15.




13


Sport Marketing 3rd Edition (http://www.amazon.com/Sport-Marketing-3rd-Bernard-Mullin/dp/0736060529/ref=sr_1_1?s=books&ie=UTF8&qid=1310549105&sr=1-1)byBernard Mullin, Stephen Hardy and William Sutton, 2007, p.11.




14


Matthew D Shank (http://www.amazon.com/Matthew-D-Shank/e/B001H9VZKC/ref=ntt_athr_dp_pel_1). Sports Marketing: AStrategic Perspective (4th Edition).




15


European Football Merchandising Report 2010. Sport+Markt




16


Sport Marketing 3rd Edition (http://www.amazon.com/Sport-Marketing-3rd-Bernard-Mullin/dp/0736060529/ref=sr_1_1?s=books&ie=UTF8&qid=1310549105&sr=1-1)byBernard Mullin, Stephen Hardy and William Sutton, 2007.




17


 .  : . . ., 1996. .248.




18


http://www.advertology.ru/article92587.htm (http://www.advertology.ru/article92587.htm)




19


  Π (.1)




20


Global Finance and Banking Sponsorship Report 2010, Sport+Markt




21


       2009.




22


 .  . :   ,   , , , ,      . .:  , 2011.




23


  Sport+Markt




24


 .  . , 2006.




25


http://www.letsmove.gov




26


Commercial breaks. Football Money League 2015// Sports Business Group, 2015.




27


  12.01.1996N 7- (. 31.01.2016) Π .




28


 Sport Marketing School Research 2015.




29


Source: Sport Marketing School; Planeta.ru; Crowdfunder.co.uk




30


-http://tass.ru/sport/2726394 (http://tass.ru/sport/2726394)




31


- http://www.championat.com/football/news-2260909-mitrofanov-bjudzhet-zenita-sostavljaet-okolo-55-mlrd-rublej.html (http://www.championat.com/football/news-2260909-mitrofanov-bjudzhet-zenita-sostavljaet-okolo-55-mlrd-rublej.html). 1 2015.




32


Source: Sport Marketing School; Planeta.ru; Crowdfunder.co.uk


