The article is dedicated to the problems and prospects of sponsorship development in the sports industry of Russia, using the example of the basketball club «Khimki». An analysis was conducted on the impact of the crisis and the departure of foreign companies on the club's financial situation, which faced the need to find new sources of funding. The study shows how the decrease in the number of sponsorship contracts critically affects the club's budget and net profit. In response to these challenges, a sponsorship package for the jewelry company «ADAMAS» is proposed, aimed at increasing off-budget financial inflows for the basketball club and including measures to enhance brand recognition and loyalty through association with sports. The presented analysis underscores the significance of sponsorship as an effective tool for the development of both sports organizations and businesses.
sponsorship, partnership, sponsorship package, sports club, sports industry
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