Open AccessAdvertising and sponsorship activities in the field of physical education, sports and the Olympic movement
Author(s) -
В Б Мандриков,
Мандриков В. Б,
N. V Zamyatina,
Замятина Н. В,
Yu. A. Zubarev,
Зубарев Ю. А,
Lyudmila A. Komleva,
Комлева Л. А,
L. G. Vakalova,
Вакалова Л. Г,
A. A Vinichenko,
Виниченко А. А
Publication year - 2020
Publication title -
bioètika
Language(s) - English
Resource type - Journals
eISSN - 2782-6589
pISSN - 2070-1586
DOI - 10.19163/2070-1586-2020-2(26)-42-45
Subject(s) - advertising , athletes , public relations , political science , investment (military) , control (management) , field (mathematics) , sports marketing , marketing , business , management , law , politics , marketing management , economics , relationship marketing , medicine , mathematics , pure mathematics , physical therapy
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.