Sports Branding

2022/2023

Academic Year

ENG

Instruction in English

3

ECTS credits

Delivered at:

Higher School of Law and Administration

Course type:

Elective course

When:

1 year, 4 module

Instructors

Дворецкая Алиса Геннадьевна

Савин Евгений Игорьевич

Course Syllabus

Abstract

One of the key areas of modern sports marketing is branding. Construction, capitalization and expansion of sports brands is a necessary professional competence for undergraduates of the program. When mastering the discipline, special attention is paid to the features of expanding a sports brand, the reasons for launching and the benefits of such an expansion, the success factors for expanding brands in the sports industry. At the same time, the most discussed problem in the field of international sports branding remains the topic of the ratio of parent and new brands, primarily suggesting the need to take into account the importance of fan loyalty to already established traditional brands. Modern sports managers and marketers must be aware of all the potential risks associated with brand extension.