PhD, Associate Professor E.N. Berdnikova¹
PhD K.N. Markina¹
Postgraduate student E.N. Nogtev^2
1St.Petersburg State University of Film and Television, Saint Petersburg
²The Herzen State Pedagogical University of Russia, Saint Petersburg

Objective of the study is to identify the specifics of the use of integrated marketing communication (IMC) in the activities of federations to promote sport and attract new target groups.
Methods and structure of the study. The research process included the systematisation of theoretical data, questionnaires, interviews and analysis of open information. The study was conducted in stages: identification of the problem, collection and analysis of data, formulation of conclusions and recommendations for improving the communication strategy of organisations in the sports industry.
Results and conclusions. Despite their proven effectiveness, IMC are underutilised in Russia, and therefore federations may be advised to engage in continuous promotion, taking into account the specifics of the industry and the particular sport. The assessment of IMC effectiveness should combine economic analysis and the evaluation of communication dynamics. The prospects for the application of IMC are vast due to the nature of communications and their adaptability to any tasks and markets, as well as the significant resource capacity of the sports industry. A certain limitation to the integration of marketing communications may be the lack of sufficient experience in the development and implementation of such projects. The findings of the study confirm the importance of a comprehensive approach to the use of IMC in the sports industry and offer recommendations for improving strategies and increasing the competitiveness of Russian sports federations.

Keywords: integrated marketing communications, sports industry, sports federation.

References

1. Golubkova E.N. Integrirovannye marketingovye kommunikatsii: uchebnik i praktikum dlya vuzov [Integrated Marketing Communications: Textbook and Practical Guide for Universities]. Мoscow: Yurait, 2022. 363 p.
2. Federalnyy zakon «O fizicheskoy kulture i sporte v Rossiyskoy Federatsii» ot 04.12.2007 N 329-FZ (poslednyaya redaktsiya) [Federal Law ‘On Physical Culture and Sport in the Russian Federation’ dated 4 December 2007 No. 329-FZ (latest edition)]. URL: https://www.consultant.ru/document/cons_doc_LAW_73038/