Advertising and sponsorship activities in the field of physical education, sports and the Olympic movement

Cover Page
Open Access Open Access
Restricted Access Access granted
Restricted Access Subscription Access

Abstract


The level of development of advertising and sponsorship activities in Russia is still significantly inferior to Western countries, but every year we see tremendous development in this area. Sponsorship is not mostly considered as an investment and marketing communication yet, but rather as a charity. This approach, according to the authors, is more consistent with philanthropy. In this regard, the article defines the concepts of "sponsorship" and "philanthropy", shows the difference between them. Examples of interaction between sports organizations and sponsors are considered. The role of advertising in this interaction is analyzed. According to the authors, Russia has a good legal framework for regulating the relations of sponsors, patrons, athletes and fans, but the system of ethical control of such relations is poorly developed.

Full Text

Restricted Access

About the authors

V. B Mandrikov

Volgograd state medical University

Email: vitya.mandrikov11@mail.ru

D.Ed., professor, Head of the Department ofphysical education and health

N. V Zamyatina

Volgograd state medical University

Email: znv.zva@gmail.com

PhD in Sociology, assistant professor of the Department ofphysical education and health

Y. A Zubarev

Volgograd state physical education Academy

Email: zybarev45@yandex.ru

D.Ed., professor of the Department of Humanities and Economics

L. A Komleva

Volgograd state physical education Academy

Email: mf_lang@mail.ru

PhD in Philology, assistant professor of the Department of Humanities and Economics

L. G Vakalova

National state University of physical education, sports and health named after P.F. Lesgaft

Email: l.vakalova@lesgaft.spb.ru

PhD in Economics, professor of the Department of management and Economics of sports

A. A Vinichenko

Kuban state University of physical education, sports and tourism

Email: kgufkst@mail.ru

PhD in Education, professor of the Department of martial arts, boxing and shooting sports

References

  1. Международный кодекс рекламной деятельности Международной торговой палаты (кодекс МТП). Принят в 1937 г., пересматривался в 1949 г., 1979 г. // Законодательные и нормативные акты. - 2-е изд. - М. : Ось-89, 2005.
  2. Дурович, А.П. Реклама в туризме: учебное пособие / А.П. Дурович. - 4-е изд., стер. - Минск : Новое знание, 2008. - 254 с.
  3. Зубарев, Ю.А. Менеджмент, маркетинг и экономика физической культуры и спорта: учебное пособие / Ю.А. Зубарев, А.И. Шамардин. - 4-е изд., стер. - Волгоград: Волгоградское научное издательство, 2010. - 408 с.
  4. Ушакова, И.А. Мотивации к занятиям физической культурой российских и зарубежных студентов-медиков / И.А. Ушакова, В.Б. Мандриков, Н.В. Замятина // Вестник Волгоградского государственного медицинского университета, 2011. - № 1 (37). - С. 28-30.
  5. Панкратов, Ф.Г. Основы рекламы: учебник / Ф.Г. Панкратов, Ю.К. Баженов, В.Г. Шахурин. - 11-е изд., перераб. и доп. - М. : Издательско-торговая корпорация «Дашков и К», 2008. - 548 с.
  6. Интернет-ресурс: http://www. KIA.ru>press/news/ item82904.php.

Statistics

Views

Abstract - 6

PDF (Russian) - 0

Cited-By


Article Metrics

Metrics Loading ...

PlumX

Dimensions


Copyright (c) 2020 Volgograd State Medical University

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

This website uses cookies

You consent to our cookies if you continue to use our website.

About Cookies