Abstract
In the modern period of the general commercialization of sports in general and football, as one of its most popular types in particular, the issue of brand management of professional football clubs is gaining relevance. Today, the brand itself is defined as an effective tool for the development and profit-making of a professional football club as a business model. The article examines different views of scientists regarding the meaning of the concepts "brand" and "branding". It was determined that branding is a key and necessary tool for the successful functioning of any enterprise. The definition of the concept of "sports brand" as a resource based on which the function of influencing holistic perception and consumer choice is realized is generalized. It was determined that among modern sports brands, an important role belongs to football brands, since in them you can find a reference combination of emotional, symbolic and reputational components, which are the basis of any brand. Factors affecting the value of a football club brand have been identified. The constituent elements of the football club brand are singled out, which ensure its maximum uniqueness to create a single image of consumer thinking. It was determined that the main factors that affect the value of a football club brand are its history, sports results, personal achievements of football players who play for this club, the size of the football club's budget, the number of partnerships with sponsors and their reputation, the number of fans and average attendance at matches, the club's participation in international tournaments, the number of telecasts of the club's matches, and the number of mentions in the press. The rating of the most expensive football brands in the world in 2022 according to Brand Finance, a brand evaluation consulting company, has been submitted. Characteristic features of the development of the most expensive football brands in 2021-2022. It was determined that the right marketing can help in solving important issues for a professional football club, namely: attracting high-quality football players, encouraging fans to attend matches, attracting mass media. It is noted that the main task of marketing for football brands is to improve their image, taking into account the socio-economic and political conditions that have the greatest impact.
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