Магистратура
2026/2027
Спортивный брендинг
Статус:
Курс по выбору (Международный спортивный менеджмент, маркетинг и право)
Кто читает:
Высшая школа юриспруденции и администрирования
Где читается:
Высшая школа юриспруденции и администрирования
Когда читается:
1-й курс, 4 модуль
Охват аудитории:
для своего кампуса
Язык:
английский
Кредиты:
3
Контактные часы:
28
Course Syllabus
Abstract
The course is devoted to the creation and management of brands in the sports industry, where emotional attachment of audiences turns clubs, leagues, events and athletes into assets of exceptional value. Students study brand strategy and identity, naming and visual systems, brand architecture of sports organizations and the legal protection of sports brands. The course combines marketing methodology with case analysis of successful and failed rebrandings in world sport. It prepares specialists able to build and monetize strong sports brands.
Course Objective
The aim of the course is to develop students' competences in creating, managing and legally protecting brands of sports organizations, events and athletes.
Learning Objectives
- Formation of students' complex of knowledge, skills and abilities necessary for the development and promotion of a successful sports brand, increasing the competitiveness and attractiveness of sports organizations in the market, attracting sponsors and investments, as well as strengthening the reputation and trust of fans and partners.
Expected Learning Outcomes
- Knows the specific features of brands in the sports industry and models of their valuation.
- Knows the methodology of developing the brand platform of a sports organization.
- Knows the principles of brand identity and brand architecture in sport.
- Knows the legal mechanisms of protection of sports brands.
- Is able to develop the brand strategy of a club, league, event or athlete.
- Is able to manage identity and rebranding projects with regard to fan loyalty.
- Is able to design brand extension and licensing programmes.
- Is able to build the personal brand of an athlete in coordination with organizational brands.
- Has command of the skills of preparing brand books and identity guidelines.
- Has command of the skills of legal registration and protection of sports brand assets.
- Has command of the skills of assessing the effectiveness of branding decisions.
Course Contents
- Модуль 1. The brand in the sports industry
- Модуль 2. Brand strategy of a sports organization
- Модуль 3. Brand identity and design
- Модуль 4. Brand architecture and extensions
- Модуль 5. Event and territory branding
- Модуль 6. Athlete personal branding
- Модуль 7. Legal protection of sports brands
Bibliography
Recommended Core Bibliography
- Branding authoritarian nations : political legitimation and strategic national myths in military-ruled Thailand, Alderman, P., 2024
- Key concepts in sport management, Byers, T., 2012
- Routledge handbook of sport management, , 2012
- Value creation and sport management, Gomez, S., 2012
- Физическая культура, Барчуков, И.С., 2013
Recommended Additional Bibliography
- Logos that last : how to create iconic visual branding, Peters, A., 2023
- The Oxford handbook of American sports law, , 2018
- Закон: Закон: Спортивное право. N.8, , 2020
- Физическая культура. 8-9 классы : учебник, Матвеев, А. П., 2024