Improvements of Football Clubs’ Marketing Strategies in Russian Reality

Relevance and novelty. The article examines the issues related to marketing activities of Russian football clubs in order identify patterns this process, as well assessing prospects for an integrated approach evaluating such strategies modern conditions, particular, solving issue maximizing effectiveness or efficiency increasing attractiveness international arena.
 Justification study. Therefore, it is actions specific specialists that largely determine how exactly a club positions itself external environment, also with help which tools solves problems brand’s popularity attracting fans stadiums, directly contribute increase sales products clubs. Marketing management companies other industries should be based on strategy solve number ensure stable environment even times crisis. In regard, relevance theoretical practical research problem cannot questionable.
 purpose study was investigate deal new reality consider ways optimizing their work.
 Methods. main methods were literary review, analysis synthesis information, modeling statistical analysis.
 Results. As result work, concluded necessary every club, since can used not only generate interacting stakeholders, but create good idea brand its promotion much lower costs problems. evaluate communications. Realizing organizational large extent depends titles won, financial performance, fan base growth, followers social networks, then turn into loyal fans, we conclude correct adequate assessment club's overall requires system will these, unnamed, no less important, indicators.
 Conclusion. Based research, understand significantly facilitate task material well-being, provide audience growth stands recognition territory particular country, beyond borders.
 Keywords: football, marketing, approach.