Football sponsorship. Fair value estimation of sponsorship contracts in football

Abstract

The article reviews the main attributes of sponsorship agreements in sports, focusing on professional football. The authors assess the specifics of sponsorship package formation and analyze the sponsorship portfolios of football clubs. During the course of the research, 3 major sponsorship packages were determined. These packages include general sponsorship, technical sponsorship and naming rights sponsorship. The authors also identifued the key determinants of football sponsorship pricing and approaches for estimating their fair value. Based on the conducted analysis the authors form conclusions on the future development of football sponsorship and its application in Russia.