Rebrending as an Instrument of Improvement of the Sports Club’s Other Incomes (Non-Profit Partnership "Hockey Club "Amur" as an Example)

The master thesis is devoted to the study of rebranding as a tool for increasing other incomes of a sports club. The non-commercial partnership “Hockey Club “Amur” was as an example. Nowadays in developed countries, sport is one of the rapidly developing industries with annual incomes of hundreds of millions of dollars. However, only a few sport clubs in Russia can reach such performances. The major reason is a poor use of the potential of other income items, such as the sale of rights to broadcast television, the sale of merchandise with the symbolism of the club, advertising contracts. The object of the research was the “Hockey Club “Amur” before and after the rebranding, due to the fact that this moment is most influential for the other income items and this effect can be traced most fully. The essence of the research was to determine the influence of the attributes of the brand of the sports club on the desire to purchase merchendize with the club's logo before and after rebranding. Based on the results of the research, there were given recommendations of the Amur Hockey Club brand in two scopes: tactical (increasing revenues in the medium term) and strategic (development and improvement of individual attributes of the brand).