The Television and Commercial Rights in Sports

The dissertation research raises the problem of effective use of commercial and television rights in sports. This work is based on an analysis of the General provisions on advertising, its history of origin and development,and a direct study of advertising work with commercial rights on sports television and the Internet. In particular, the following issues are considered: General characteristics of advertising as a set of relations, the history of world and domestic advertising in General and in sports, the work of sports television and Internet portals with commercial rights. In addition, the paper assesses the activities of these entities regarding the distribution of advertising time and the quality of the broadcast product, reveals the main characteristics of the right to broadcast competitions, which form the basis for a conclusion about its specifics. The differences between the right to broadcast the competition and the right of broadcasting and cable organizations are highlighted. One of the main results of the research is the thesis about the necessary restructuring of work with advertising and other commercial rights in the field of sports. The paper analyzes the methods of building an advertising structure established by international sports federations and foreign channels. The dissertation focuses on European practice, in particular, Germany and England, as well as the analysis of the experience of the United States of America. It is noted that in Russia, the rights to the show belong to the copyright holders, who are primarily the organizers of the broadcast competitions and the Federal sports channel. As part of the study of the above issues, it was concluded that advertising, event announcements, the art of showing a sports event, the market situation of sports advertising in the Russian Federation, and how it all works today. Being one of the branches of modern art, a source of mass information, advertising, at the same time works as a tool to influence public opinion. Sports advertising is necessary for both athletes and sports organizations, as well as for ordinary citizens who are just interested in sports. In the first cases, it is necessary for the successful conduct of their professional activities and ensure profit, as well as for the dissemination of information about sports goods and services, promotion of a healthy lifestyle. The commercial function of advertising is not important to a person who is engaged in Amateur sports or physical education.they are interested in its informational component, which will tell about upcoming sports events, sports heroes, tactics, sports nutrition or other goods and services. Like any other business area, big sport with all its components can not do without high-quality advertising. At the same time, the state should affect sports advertising, to regulate, to make rules for a variety of advertising clearly restricted by law to disseminate the main purpose of sports advertising – the promotion of sport and physical education, healthy lifestyle and avoiding harmful habits. As a serious tool for influencing people's minds, advertising creates a new idea of physical culture and sports for the consumer, attracting a wider and wider audience to the promoted lifestyle. As soon as the advertising message reaches its goal, large social groups (schoolchildren, students, pensioners, etc.) are interested in sports, acquiring positive habits, later developing into a lifestyle. This is how advertising creates important cultural, sporting, economic, and other tasks.