Analysis of ways to commercialise football clubs’ sports facilities

The article considers various ways of commercialisation of sports facilities of football clubs, in particular - stadiums and arenas, as well as methods of increasing their profitability. The problem of finding new sources of profit from the activities of football stadiums is modern and relevant for sports management. There are many successful practices of clubs demonstrating the possibility of new ways of commercialisation of arena activities. The paper demonstrates and lists the main ones, considers the initiatives of European teams and unique solutions of Russian clubs, and provides a graphical analysis of the net present value (NPV) of the reconstruction of one of the football stadiums, and further calculation of the discounted payback period (DPP). The paper also offers recommendations on the most effective methods to improve the profitability of football arenas and draws conclusions regarding their universality.