The effectiveness of marketing communications with fans on the example of RPL clubs

since the beginning of February 2022, Russian sports, especially football clubs of the Russian Premier League (RPL), have faced serious economic and sporting difficulties due to sanctions. Clubs have lost large sponsorship contracts and the opportunity to participate in European tournaments, which negatively affected income from television rights and prize money, and also reduced fan interest. At the same time, research shows the importance of an effective marketing strategy to attract fans and increase revenue. The purpose of this paper is to analyze the effectiveness of marketing communications of RPL clubs through a quantitative study based on a survey of active fans, using the theoretical framework of the work - a study of the portrait of a football fan by Jaeger J. (2021). The interim results show active use of social networks in the implementation of marketing communications with fans, passive interaction with posts in social networks, and a neutral attitude towards social media draws. Moreover, most fans are not inclined to actively attend football matches at the stadium. It is planned to expand the audience of respondents to obtain representative data, which will help in developing tools to improve the effectiveness of marketing communications of RPL football clubs.

football, football club, "RPL", marketing, marketing communication, marketing in sports, sports marketing, social networks, social network management