Development of a Comprehensive Communication Strategy for Promoting IRONSTAR in the Russian Sports and Entertainment Industry¶

The author of this research paper studies the Russian project Ironstar, which began its journey as a startup at the Skolkovo business school and now evolved into a company dedicated to promoting sports, healthy lifestyle, and regional development in Russia. The study focuses on the company's comprehensive communication strategy aimed at popularizing family sports festivals in Russia. The purpose of this research paper is to develop an integrated communication campaign that includes creation of key messages and communication scenarios for interaction with various segments of the target audience, as well as to formulate recommendations for improving the company’s communication strategy. The study proposes new formats and channels for interaction with stakeholders, along with strategic recommendations that take into account the company's new business goals. Due to the author’s close collaboration with Ironstar, some of the proposed concepts are already being implemented in 2024. Final results are expected by early 2025.