Ключевые слова: футбол, спортивный маркетинг, брендинг, спорт-промоушн
Abstract. Currently, sport and business are closely intertwined. Further joint development requires a clear understanding: what characteristics should possess and what functions should perform contemporary brand in the sports field. This paper is devoted to the analysis of the brand FC "Spartak" Moscow’ key features, as a typical representative of sports brands in the country.
Keywords: football, sport marketing, branding, sport promotion