Authors:

Victor B. Myakonkov Lesgaft National State University of Physical Culture, Sport and Health, Saint-Petersburg ORCID: 0000-0003-0314-4168, This email address is being protected from spambots. You need JavaScript enabled to view it.

Darja V. Maleeva Lesgaft National State University of Physical Culture, Sport and Health, Saint-Petersburg ORCID: 0000-0002-0543-5025, This email address is being protected from spambots. You need JavaScript enabled to view it.

The 21st century is considered to be the century of communications. It is not surprising that on the basis of this we witness the development of sponsorship. It is one of the most popular kinds of marketing communications. Nowadays it is difficult to imagine sport without commercial support provided by companies. Very often it is difficult to get this sponsorship. The difficulty between the potential sponsor and the organization, which wants to get sponsorship, is in the absence of effective communications between them. There is one more difficulty. It concerns the fact that sponsorship is underestimated by PR-departments of the companies. They can help sport organizations on mutually advantageous terms. Materials. The article is about the question why it is profitable for companies- sponsors to invest money in sport. Research methods. Information sources analysis and summarizing, comparative methods, methods of analysis and synthesis. Results. We considered and analyzed the main peculiarities of sponsor support subject and object interrelations. Conclusion. The results of the held research showed that sponsor support subject and object interrelations are based on mutually advantageous terms. Sponsors support some sports club being motivated by advantageous terms for the company. For the sports club it is profitable to interact. The sponsor pays the part of expenses.

Keywords:  : sponsorship in sport, sponsoring, sponsor activity, sports marketing, sponsor help, sponsor support, sponsor.

Download article

For citation: Victor B. Myakonkov, Darja V. Maleeva. About the problem of sponsor support in sport. The Russian Journal of Physical Education and Sport. 2019; 14(2): 71-75. DOI 10.14526/2070-4798-2019-14- 2-71-75.