Russian Football Clubs Marketing at the Present Stage

The master’s thesis explores the marketing of European, North American and Russian football clubs, including the main trends, which are the basis of their marketing strategies. The paper analyzes marketing concepts that find their application in the activities of leading football clubs, as well as the possibility of their implementation in the Russian football market. Particular attention is paid to the issue of anti-crisis marketing and the way out of clubs from the crisis caused by the COVID-19 pandemic in 2020. The author offers a universal roadmap that describes the methods, measures and tools necessary for the least painful way out of a crisis situation, as well as creating a modern marketing strategy for Russian clubs. The work can be used as a tool for football clubs to improve marketing system. Key words: marketing strategy; football club; football market; relationship marketing; anti-crisis marketing; Russian Premier League; fan work services; digital marketing; social marketing; experimental marketing.