Communication Strategies of Moscow Football Clubs (RFPL) as a Tool for developing the Community of Sympathizers

The following study is acute on the threshold of FIFA World Cup 2018 – potentially life-changing event for the whole Russian football industry and simultaneously the unique opportunity to modernize not only the infrastructure and the logistics but the communication constituent as well. The object of the study is the communication activity of flagship of Russian football – the Moscow football clubs representing RFPL. The main goal is to define and systematize the subcomponents of football club’s brand equity which are suggested to be used within creating and improving the communication strategies of Moscow football clubs oriented to dealing with «flaneurs» and «sympathizers». This study can be identified as an attempt to hold an innovative research based on application of method of deconstructing of football club’s brand equity and new conceptual solution consisting of transformation of the approach to structuring of «football audience». The results of the work can be used within the framework of the forthcoming investigations devoted to discovering of the communication field of Russian football industry as a subject of comparative analysis and also can be used by the representatives of Russian and foreign football clubs responsible for building the communication strategies.