Teoriya i praktika fizicheskoy kultury №1 2018, pp.22-24

Master's student E.V. Kharitonova¹
Master of Teacher Education A.V. Razumova¹
Dr.Hab., Professor L.A. Rapoport¹
PhD, Associate Professor A.E. Terentyev^1
1Ural Federal University (UrFU), Ekaterinburg

The study considers benefits of sponsorships and public-private partnerships (PPP) in the physical culture and mass sports promotion initiatives that imply efficient cooperation of private companies and businesses, public institutions and the local communities. Sponsorships and public-private partnerships are analysed as drivers of the regional physical culture and mass sports that imply, among other things, the effort to promote the relevant sponsor companies and government/ municipal partners with the public recognition of the private contributions to the mass sports and physical cultural events and infrastructure including the sport assets construction and rehabilitation projects. The study analyses a variety of specifics and benefits (including the economic, communicational and PR ones) of the sponsorships and PPP in the physical culture and mass sport sector for every contributor to the process versus the traditional professional sports financing mechanisms. The study gives and analyses cases of mass sport events and projects in the Sverdlovsk region partially supported by non-public sources of finance.

Keywords: sponsorship, public-private partnership, mass physical culture and sports development, sport event sponsoring, event triangle, marketing communications, promotion.

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