Transformation of institutes and marketing strategies of modern sports

Abstract

The authors analyze the typical marketing strategies in modern sport, including the work of the sports organizations with their sponsors, the player transfer markets, the successful running of sports brands and modeling the market of sports events. These strategies, growing on the basis of institutional regulation, are mostly premised on the accepted but unapproved informal norms. The article compares the institutional and informal interactions that determine the positioning of sports organizations in the public space.
The authors show that institutionally acceptable ways of promoting commercial interests in sports are gradually giving way to informal practices of personalized exchange, taking into account group preferences also. Various restrictions on teams entering the League, arrangements for the recruitment of athletes, granting of rights to trade, broadcast, and do many other things become informal.
On the other hand, the space of sport increasingly acquires pronounced axiological characteristics. The article analyzes the marketing programs of Internet resources of various sports teams, which are filled with media projects, genre content and “vlogs” that go beyond the subject area of sports. Sports advertising also overpasses that framework, because it increasingly translates not only consumer preferences, but the value system as well.