Analysis of the Mechanisms of Loyalty Formation and Development in the Sphere of Football Clubs Promotion

Student: Ryzhkova Anastasiia

Supervisor: Konstantin Sergejevich Elenev

Educational Programme: Marketing Communications and Advertising in Modern Business (Master)

Year of Graduation: 2017

The research paper considers the features of marketing communication mix implemented by football clubs with the aim of forming and developing fan loyalty. The basis for the study is provided by a body of literature on the sports marketing, the complex of marketing communications of football clubs, fan loyalty and commitment, sports fans classification and Customer Relationship Management. The examples of successful practices of marketing mix implementation in football clubs’ promotion are presented the paper. The data of experts interviewing and football fans quantitative research was analyzed to understand the specifics of Russian football clubs marketing activities for building relationships with fans and fans’ perception of its marketing communications. The final part of the paper contains a pool of recommendations on the use of the CRM in the complex of marketing communications for the football fans loyalty development. Keywords: fan loyalty, marketing communications of football clubs, Customer Relationship Management

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