Blagikh I.A.
Saint Petersburg State University, St. Petersburg;
Shvets I.Yu.
V.A. Trapeznikov Institute of Control Sciences of the Russian Academy of Sciences (IPU RAS), Moscow;
Shvets Yu.Yu.
V.A. Trapeznikov Institute of Control Sciences of the Russian Academy of Sciences (IPU RAS), Moscow;
Malyushin I.I.
Saint Petersburg State University, St. Petersburg.

Objective of the study: To conduct an analysis of the target audience of football and the influence of the role of football clubs on the formation of fan loyalty, through the fusion of identity, value formation, and group events.

Methods and structure of the study: An assessment of Russian football spectators was conducted based on gender, age, place of residence, marital status, income level, roles in reference groups, and life position for Russian football clubs representing the target audience.

Results and conclusions: In the course of the analysis, the obtained results suggested a model of events, which is implemented at three levels and consists of two programs: basic and prospective: at the club level (organization of free distribution of tickets for test games, launch of a loyalty system); at the league level (drawing up a convenient match schedule for fans, improving the image of the stadium and fans); at the regional level (holding entertainment events and organizing transport accessibility of the stadium).

Keywords: target audience, fan, football club, identity, value, events, sports infrastructure.

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