Features of Women’s Football Promotion in Russia

This study is devoted to the study of the features of the promotion of women's football in Russia. The growing popularity of this sport and the multiple contradictions in existing research on the specifics of its promotion, in fact, form the basis for the emergence of research interest in this topic. The focus of the research is on one of the most rapidly developing women's sports – football. A special role is assigned to the study of the target audience and methods of promoting women's football in the Russian Federation, since in this region, despite the growth in the number of women's football clubs, professional tournaments and youth schools, the level of popularity of this sport is significantly lower than in a number of other countries. This makes Russia the most interesting country from the point of view of studying the prospects for the development of the field of promotion of women's football. This paper analyzes existing strategies for promoting women's sports in the market (with an emphasis on women's football), based on which an empirical study with a mixed design is conducted, including a series of expert interviews with key stakeholders and an online questionnaire of a potential target audience. The purpose of the study is to identify the key features of the promotion of women's football, which make it possible to build the most effective model of promotional communication in this area.