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Football sponsorship. Fair value estimation of sponsorship contracts in football


  • Solntsev, Ilya

    () (Center of Strategic Sports Research, Plekhanov Russian University of Economics)

  • Osokin, Nikita

    () (Center of Strategic Sports Research, Plekhanov Russian University of Economics)


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.

Suggested Citation

  • Solntsev, Ilya & Osokin, Nikita, 2016. "Football sponsorship. Fair value estimation of sponsorship contracts in football," Economic Policy, Russian Presidential Academy of National Economy and Public Administration, vol. 3, pages 69-81, June.
  • Handle: RePEc:rnp:ecopol:ep1635

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    References listed on IDEAS

    1. Морозова И. А. & Гущина Е. Г. & Витальева Е. М. & Трошин А. В., 2013. "Роль И Место Концепта Рекламы В Формировании Имиджа Социально Ответственного Бизнеса В России," Управление экономическими системами: электроннный научный журнал, CyberLeninka;Негосударственное образовательное учреждение высшего профессионального образования Кисловодский институт экономики и права, issue 4 (52), pages 1-39.
    2. Chadwick, Simon & Thwaites, Des, 2005. "Managing Sport Sponsorship Programs: Lessons from a Critical Assessment of English Soccer," Journal of Advertising Research, Cambridge University Press, vol. 45(03), pages 328-338, September.
    3. Uhrich, Sebastian & Koenigstorfer, Joerg & Groeppel-Klein, Andrea, 2014. "Leveraging sponsorship with corporate social responsibility," Journal of Business Research, Elsevier, vol. 67(9), pages 2023-2029.
    4. Sue Bridgewater, 2014. "Sponsorship and football," Chapters,in: Handbook on the Economics of Professional Football, chapter 8, pages 117-129 Edward Elgar Publishing.
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    More about this item


    sports economics; football economics; sponsorship in sports; sponsorship in football; sports marketing;

    JEL classification:

    • Z21 - Other Special Topics - - Sports Economics - - - Industry Studies


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