EVOLUTION OF SPORT ORGANIZATION BRAND MANAGEMENT THEORIES: COMPARATIVE ANALYSIS AND DEVELOPMENT PROSPECTS

Abstract

The article highlights the importance of transforming the theoretical basis of sports brand management. Scientometric analysis of this research showed the most dynamic growth of publications associated with the theme “sport brand” (+57% in 2020–2024), which only serves to underline the growing relevance of sports brand management. The purpose of the article is to conduct a comparative analysis of the evolution of brand management theories in sports organizations, to verify the ypothesis concerning the systemic limitations of applying classical branding theories within the sports industry, and to demonstrate the need for adaptive approaches in uncertain conditions when building a sports organization’s brand. The research methodology is grounded in the application of comparative analysis to systematize and further develop scientific approaches to brand management. The study uses literature review, scientometric analysis, and content analysis to identify key trends in the development of branding theory; the historical-logical method to trace the stages in the evolution of brand management theory; a systems-based approach and critical analysis to identify the limitations of classical theories in sports organization management. The article systematizes the key stages in the development of theoretical thought in sports brand management: the marketing stage (the brand as a trademark), the image stage (the brand as an image), the identity stage (the brand as a core characteristic), the capitalization stage (the brand as an asset), the sociocultural stage (the brand as a community), the digital/ecosystem stage (the brand as a platform for interaction), and substantiates the contemporary anti-crisis/geopolitical stage (the brand as a tool of resilience). The results of this analysis confirm the working hypothesis that classical brand management theories have systemic limitations in sports organization management. Thus, this article clearly demonstrates the need for adaptive, hybrid approaches to sports brand management that combine the theoretical foundations of classical branding with strategic vision and flexibility, draw on the methodological principles of sociocultural and digital paradigms, and support the adaptation and capacity of sports organizations to operate under conditions of geopolitical crisis. Special consideration is given to a unique national experience, that demonstrates the transformative potential of a sports brand as a tool for social cohesion and resilience.