TY - JOUR

T1 - Media strategies of professional football clubs

AU - Бекуров, Руслан Викторович

AU - Лай, Линчжи

AU - Марьина, Людмила Петровна

N1 - Publisher Copyright: © 2022, Teoriya i praktika fizicheskoy kul'tury i sporta. All rights reserved.

PY - 2022/5

Y1 - 2022/5

N2 - Objective of the study was to revealing the functionality of the club media of the leading Russian and European football clubs. Methods and structure of the study. In the course of work on the article, the structures of the club media of the leading European teams (Russian "Zenith", English "Liverpool" and Spanish "Barcelona"), as well as teams playing in the third most important leagues (Russian "Alania Vladikavkaz", English "Wimbledon" and Spanish "Recreativo"). Results and conclusions. In the course of the analysis, the authors determined that new media play a decisive role in the mediatization of football. This is largely due to the fact that the audience goes online, and new technologies make it possible to package and distribute content mobile and in convenient formats. Funding does not always ensure the effectiveness of media assets. The media product of football clubs is quite variable. It is based on everything related to the club: traditions, history, positioning. Football clubs "shape their audience by functioning like classic media companies". The authors conclude that it is necessary to intensify the further development of club media with an emphasis on the specifics of the internal audience and taking into account those media strategies that are successfully implemented in the practice of European clubs.

AB - Objective of the study was to revealing the functionality of the club media of the leading Russian and European football clubs. Methods and structure of the study. In the course of work on the article, the structures of the club media of the leading European teams (Russian "Zenith", English "Liverpool" and Spanish "Barcelona"), as well as teams playing in the third most important leagues (Russian "Alania Vladikavkaz", English "Wimbledon" and Spanish "Recreativo"). Results and conclusions. In the course of the analysis, the authors determined that new media play a decisive role in the mediatization of football. This is largely due to the fact that the audience goes online, and new technologies make it possible to package and distribute content mobile and in convenient formats. Funding does not always ensure the effectiveness of media assets. The media product of football clubs is quite variable. It is based on everything related to the club: traditions, history, positioning. Football clubs "shape their audience by functioning like classic media companies". The authors conclude that it is necessary to intensify the further development of club media with an emphasis on the specifics of the internal audience and taking into account those media strategies that are successfully implemented in the practice of European clubs.

KW - advertising

KW - club media

KW - football brands

KW - information technology

KW - journalism

KW - media

KW - media sports

KW - sports media communications

KW - sports organizations

UR - http://www.scopus.com/inward/record.url?scp=85130531502&partnerID=8YFLogxK

M3 - Article

AN - SCOPUS:85130531502

VL - 2022

SP - 40

EP - 42

JO - ТЕОРИЯ И ПРАКТИКА ФИЗИЧЕСКОЙ КУЛЬТУРЫ

JF - ТЕОРИЯ И ПРАКТИКА ФИЗИЧЕСКОЙ КУЛЬТУРЫ

SN - 0040-3601

IS - 5

ER -