Development of Marketing Communications Complex in the Promotion of Sports Events and Organizations: Principles of Planning and the Implementation Technologies

In the modern era of mass communications and information technologies, organizations and companies build a development of marketing communications complex in order to create a competitive advantage in the market. By the reason of constant emergence of new information technologies in the second half of the 20th century, previously unknown marketing communication tools are beginning to emerge, while at the same time organizations try to adapt them in order to maintain stable indexes of efficiency. This work is devoted to the study of marketing communications complex in the promotion of sports events and organizations. As the sports industry is a big business, marketers are trying to implement new technologies as soon as possible. The main feature of sports marketing is to study the behavior of the target audience - active and passive fans. A study of the active group of fans which is going to the FIFA World Cup 2018 in Russia was conducted. At the beginning of the research, a hypothesis was proposed: "The active part of the target audience attends FIFA matches, as this is a status and prestigious event, and not just because they are football fans." As a methodology of the research an online survey was compiled and conducted. In result, it was revealed how the marketing tools of FIFA organization affect the active group of fans and strong along with less effective aspects of the FIFA marketing campaign were found. According to the results of the study, the recommendations were given and the hypothesis, putting forward by the author at the beginning of the research, was confirmed.