Algorithms for evaluating sports sponsorship in Russia and Iraq

Abstract

Relevance. The question of the participation of sponsors in the sports industry is open and continues to develop. The technology of earning a sponsor on a sports product is complex and requires detail. This paper presents the first development on this topic in Russia from the AKKAR agency (Yekaterinburg).

Purpose. To identify possible mechanisms for assessing sponsorship risks in sports.

Methods and organization of research. When determining the cost of a sponsorship package, a combination of factors is the basis for applying an increasing coefficient to the estimated cost of all other sponsorship opportunities. First of all, an analysis and calculation of the cost of all other sponsorship opportunities is carried out. The coefficients are applied to the total cost of the sponsorship package. We calculate the increasing coefficient for intellectual/image rights.

The results of the research. The evaluation of the cost of attracting athletes is divided into 2 components: the right to use the image of an athlete and the direct costs of implementing activation with him.

Conclusions. The lack of a methodology for such a multivariate process constrains the sponsor's desires. This paper provides an example of such a technique, but it needs to be developed further.