Sponsorship opportunities for airlines in football industry: cooperation between foreign and domestic companies and football club
Gorelikov V.A.1
, Faizova K.I.2
1 Московский финансово-промышленный университет «Синергия»
2 Российская академия народного хозяйства и государственной службы при Президенте Российской Федерации
Journal paper
Economics and management in sports (РИНЦ, ВАК)
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Volume 5, Number 2 (April-June 2025)
Abstract:
The article analyzes sponsorship deals between airline companies and professional football (soccer) clubs, focusing on interactions with European and Russian teams. The article examines the financial aspects of the contracts and the characteristics of commercial offerings in this area. The article identifies the most common and effective sponsorship activation options, as well as the factors that influence an airline brand's choice of football club. The article describes potential cooperation options for Russian airlines with domestic teams in detail.
The article examines the experience of one of the most successful airlines in football sponsorship, Emirates, and its long-standing partnership with Arsenal, an English football club based in London.
Additionally, the largest relevant contract in the Russian football market, between the Aeroflot company and the professional football club CSKA Moscow, was analyzed. These two examples clearly demonstrate how brands can leverage sponsorship of football clubs to effectively promote themselves and attract customers from the multi-million-person football audience.
Keywords: sports marketing, sponsorship, football, airline, sponsorship activation
JEL-classification: Z20, Z21, Z29, L83
Highlights:
- • Проблема привлечения новых спонсоров и партнеров является ключевой для российских футбольных клубов;
- • Экономические возможности авиакомпаний, позволяющие взаимодействовать со спортивными аудиториями, являются особенностями их сотрудничества с футбольными клубами;
- • Наиболее распространённые и эффективные варианты активации брендов в футболе – титульное спонсорство клубов и нейминг футбольных арен;
- • Основные факторы, на которые опирается тот или иной авиабренд при выборе футбольного клуба, включают в себя уровень турниров, в которых выступает команда, спортивные результаты и узнаваемость бренда;
- • Качественная реализация спонсорских возможностей авиакомпаниями и футбольными клубами приводит к увеличению узнаваемости брендов и росту лояльности аудиторий.
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