PR-Support of Sports Club as Way to Attract Funding and Labor

  • O. A. Kulikova
  • A. A. KomarovaEmail author
  • Z. S. Khussainova
Conference paper
Part of the Lecture Notes in Networks and Systems book series (LNNS, volume 161)


PR in sports is aimed at creating a positive image of an organization, the reputation of a sports club, or even an individual athlete, as well as to attract public attention to various sporting events and events in the field of sports. Domestic commercial sports is trying to find new sources of funding to facilitate the process of effective development of sports organizations. Among the sources of income for the clubs is implied ticketing, profit from the sale of television rights, merchandise and sponsorships. A set of specialized PR communications and tools is used to attract the attention of a disinterested audience and increase the popularity of a sports organization among fans. These are sports fans who occupy one of the leading positions in financing the activities of a particular sports organization in any country of the world a decade ago and now. Accordingly – the more fans, the better funding for club members, as well as more people who want to work in a well-known and attractive club.


Hockey Loyalty cards PR support Social networks Staff loyalty 


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Copyright information

© The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2021

Authors and Affiliations

  • O. A. Kulikova
    • 1
  • A. A. Komarova
    • 1
    Email author
  • Z. S. Khussainova
    • 2
  1. 1.State University of ManagementMoscowRussia
  2. 2.Buketov Karaganda State UniversityKaragandaRepublic of Kazakhstan

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