Local adv ertising campaigns as a way to increase loyalty, trust, and the efficiency of large sponsorship contracts
https://doi.org/10.29030/2309-2076-2026-19-1-106-113
Abstract
This article comprehensively examines local advertising campaigns as a way to increase loyalty, trust, and the effectiveness of major sponsorship contracts, and analyzes the experience of the Kontinental Hockey League and its members – Russian hockey clubs.
This article has significant practical implications, as the problem of failing to increase consumer loyalty and trust through major sponsorship contracts is highly relevant. Such contracts are typically quite expensive. In a context of turbulence and declining marketing budgets, advertisers and their partners need to find ways to transform sponsorship agreements into a tool that not only achieves high reach but also enhances audience loyalty and trust in the product.
About the Authors
O. Z. Matveeva
Russian University of Cooperation
Russian Federation
Russian Federation
Olga Z. Matveeva – Ph.D. in economic sciences, associate professor, 08.00.05, associate professor of the Department of humanities and foreign languages
Mytishchi
K. S. Kazimirov
Russian University of Cooperation
Russian Federation
Russian Federation
Kirill S. Kazimirov – student, Department of humanities and foreign languages
Mytishchi
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Review
For citations:
Matveeva O.Z., Kazimirov K.S. Local adv ertising campaigns as a way to increase loyalty, trust, and the efficiency of large sponsorship contracts. Economic Systems. 2026;19(1):106-113. (In Russ.) https://doi.org/10.29030/2309-2076-2026-19-1-106-113
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