Trends in the management of marketing communications by leading Russian and European football clubs

the article is devoted to the analysis of marketing technologies and strategies in the field of football, with an emphasis on the clubs of the Russian Premier League (hereinafter referred to as the "RPL") in the context of sanctions from UEFA and FIFA. In modern conditions, leading football clubs adapt innovative approaches to attract and engage fans, which helps to increase profits and strengthen the brand. Despite the rapid development of digital technologies, the specifics of the use of marketing communications in the "RPL" remain insufficiently studied, especially in comparison with leading European clubs. The article discusses the latest trends and examples of the successful use of integrated marketing communications and SM management. A comparative analysis of the approaches of Russian clubs with the practices of leading European teams is also carried out, which allows us to identify unique aspects and potential areas for improving marketing strategies in the "RPL". The study is based on the methods of content analysis and synthesis of theoretical materials of domestic and foreign authors. The comparative analysis showed that Russian and foreign football clubs actively use various marketing channels, including social networks. The content ranges from texts to photos and videos, and the marketing and SMM departments strive to reach a wide audience. Creative promotions with fans, competitions and surveys have become important elements of campaigns. Russian clubs should more actively use expert tactical content and reduce commercial, advertising content, as well as increase communication between players and club representatives with fans.

marketing, marketing technologies, marketing communications, marketing campaigns, communications management, marketing in sports, football, PR in sports, social networks