Issue № 66. February 2018

Collaboration in Strategic Management on the Example of the “Spartak Moscow” Football Club

Asiyat B. Bagatyrova — graduate school alumna, Master’s  student, Financial University under the Government of the Russian Federation, Moscow Russian Federation.
E-mail: asiyat-b@yandex.ru

Nataliya I. Cherepennikova — Master’s student, Financial University under the Government of the Russian Federation, Moscow Russian Federation.
E-mail: ncherepennikova@mail.ru

This article examines collaboration as an instrument of effective strategic management and capitalization improvement, on the example of the FC “Spartak”. The article presents the differences between collaboration and cooperation, the analysis of sales markets, competitive situation and SWOT-analysis in order to identify the best promotional strategy for FC “Spartak” as a brand. Prospects of development and possible problems of collaboration for FC “Spartak” are defined.

Keywords

Collaboration, soccer, sports marketing, strategic management, soccermetrics, FC “Spartak”.