On the role of business and non-governmental organizations in the processes of commercialization of sports and on new opportunities for Russian sports in connection with the mentioned processes

the sphere of sports, both in the world and in Russia, is undergoing increasing commercialization today, despite the fact that in many countries of the world professional sports are traditionally the sphere of state paternalism. Non-governmental development of sports is carried out, at least, from two sides: from business and from non-profit organizations. Understanding the mechanisms behind the commercialization of sports will allow developing sports in our country with less dependence on budget funds, which is useful for both sports and the state, and is especially relevant in light of the need to overcome the sanctions imposed on Russian sports. The purpose of the article is to clarify the role of business and non-governmental organizations in the process of commercialization of sports. It examines the existing trends and specific mechanisms by which both business and non-governmental organizations naturally commercialize sports. Then some specific problems relevant to Russian sports are given, and ways to solve them are proposed taking into account the processes and trends under study. In conclusion, practical recommendations are offered that can serve as a basis for developing new, less state-dependent approaches to the development of sports in the Russian Federation. The research methodology is a qualitative comparative approach, including a literature review and an analysis of policy documents. The study identified specific areas of commercialization of sports both in the world and in Russia, and the analysis and conclusions drawn will be useful for increasing the resilience of Russian sports to all sorts of crises.

commercialization, non-governmental organizations, non-profit organizations, sports league, sponsorship