Publications

An article in the very first issue of the RIOU Bulletin magazine is devoted to the analysis of the sports industry on a market basis.
Eight key markets that form relationships of exchange, and therefore create a basis for the use of marketing. This model is widely used to analyze the industry, define the missions and market environment of sports organizations.
Based on this structure, colleagues from the SBC magazine built a map of the sports industry, and colleagues from Strategium built a map of the football industry

The article discusses the structure of modern sports marketing, including marketing in sports, marketing in mass sports, marketing through sports.
You will get acquainted with the types of subjects and objects of sports marketing and its priorities, as well as with the main types of products

Attributive approach to building sports brands (RIOU Bulletin, No. 1(18) 2016)
The article presents the author's model of building a sports brand according to eight attributes.
This method allows you to manage the brand and develop it in a competitive environment.

The article presents the structure of the basic sources of income in sports. There are nine of them and they are distributed in five clusters.
Using it, you can analyze priorities and build an effective business model for a particular sports organization.

The marketing subjectivity of sports leagues attracts a lot of attention from specialists, despite the fact that not everyone understands it correctly.
The article for the first time discusses the features of various types of sports leagues and the features of their marketing activities.

(Bulletin of the RIOU, No. 3(24) 2017)

The relationship between sponsors and sponsors is primarily of a commercial nature. Sponsorship should not be confused with philanthropy or investment.
Opportunities for sponsorship arise only where and when a center of attraction for customers of the first type (fans, buyers of services and goods) has previously been created. It is important for the sponsor to have access to them.
Sponsors are clients of the second type of sports organization and require appropriate treatment.

The product is the most important tool in the marketing mix, exactly the means by which the needs and problems of the sports organization's customers are satisfied.
Sports products (events, services, goods, information) do not appear on their own, you should work hard on their creation.
Do not forget that sports organizations deal not only with sports products, they have to rent out premises, provide training services, promotions, hospitality and many others.

The article presents a study conducted by the author during the World Cup in Russia. On more than a hundred cases, strategies were identified for using the effect of a major sporting event by Russian and foreign companies.
Particular attention is paid to guerrilla strategies. The author analyzed their essence and concepts, and also classified them into 23 types.

Systematization of the process of managing the marketing of a sporting event
Sports competitions are the core of sports, but management is far from always able to turn them into competitive market products.
To build effective marketing of a sports event, they should be divided into events of the first and second types, which differ significantly in their goals and significance for a sports organization.

A professional athlete who has achieved high results in competitions has a high marketing potential, but this potential is not always fully realized.
The article discusses the characteristics of seven types of athlete relationships in his market environment, the stages of the personal marketing process and their content.

Sports goods are complementary products for federations, leagues, clubs and even schools.
There are several business models for working with goods related to the category of merchandising - paraphernalia, souvenirs, stationery, toys, etc. About their specifics - the material of the article.

It is generally accepted that marketing can be used exclusively in the commercial field of sports. But it's not. In the activities of regional sports management bodies - ministries, departments, departments, etc. marketing can be useful when used correctly.
The article discusses seven types of exchange relations of regional sports authorities (ROOS), in which marketing methods can be applied.

The article discusses the specifics of the use of marketing in children's sports schools.
The school's marketing program is developed based on the SOVATIC model. The material can be used as a guide for the practical construction of a marketing program by the leaders of children's sports schools of various forms of ownership.

2020 will forever remain in history - the year of the COVID-19 pandemic, which changed the sports industry and the habitual way of life of billions of people.
The article discusses trends that are changing sports and the sports industry under quarantine restrictions. An assessment is made of the possibilities for the existence of more than 60 sports during the pandemic.

Modern sports organizations seek not only money, but also time from their customers in exchange for their products. The main emphasis of competition has shifted to the struggle for time.
To win this fight, you need to focus marketing on customer time.
The article presents the concept of time marketing developed by the author, its concept and content, as well as its most common methods.

Messages about rebranding often turn out to be completely inconsistent with the true state of affairs. The confusion between the concepts of rebranding and restyling leads to serious marketing mistakes.
In the article, the author analyzes the differences between them.

Often, to eliminate the problems of a sports organization, one has to look for solutions in the field of PR. The article proposes a classification of the main types of crisis situations and strategies to overcome them.