Football sponsorship. Fair value estimation of sponsorship contracts in football

Спонсорство в футболе. Оценка справедливой стоимости спонсорских соглашений

Solntsev, Ilya (Солнцев, Илья) () and Osokin, Nikita (Осокин, Никита) ()
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Solntsev, Ilya (Солнцев, Илья): Center of Strategic Sports Research, Plekhanov Russian University of Economics
Osokin, Nikita (Осокин, Никита): Center of Strategic Sports Research, Plekhanov Russian University of Economics

Ekonomicheskaya Politika / Economic Policy, 2016, vol. 3, 69-81

Abstract: The article reviews the main attributes of sponsorship agreements in sports, focusing on professional football. The authors assess the specifics of sponsorship package formation and analyze the sponsorship portfolios of football clubs. During the course of the research, 3 major sponsorship packages were determined. These packages include general sponsorship, technical sponsorship and naming rights sponsorship. The authors also identifued the key determinants of football sponsorship pricing and approaches for estimating their fair value. Based on the conducted analysis the authors form conclusions on the future development of football sponsorship and its application in Russia.

Keywords: sports economics; football economics; sponsorship in sports; sponsorship in football; sports marketing (search for similar items in EconPapers)
JEL-codes: Z21 (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (1)

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