Sports Marketing Tools in Football Fans Loyalty Management (Case of Russian Premier League)

Student: Kirillova Mariya

Faculty: Higher School of Law and Administration

Educational Programme: International Sports Management, Marketing and Law (Master)

Year of Graduation: 2024

This work is devoted to the study of sports marketing tools that are used by football clubs to manage fan loyalty. For a more detailed analysis, the clubs of the Russian Premier-League were selected by author, which made it possible to systematize the practices of their use of marketing tools. The practical part of the master's thesis consists of conducting a sociological study, the purpose of which is to identify the interest of the fans audience in marketing and their needs for certain goods, events or promotions.

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