The Best Practice of Cultural Communication through the Sports Brand Communities in Russia and Italy

Abstract

Modern sports is a unique social and communicative phenomenon that unites people and creates vivid images that determine national and international interest and give rise to popular brands. Besides, the process of the development of the brands gives rise to cultural communication technologies: images provide effective communication between communities and individuals. Communities position themselves, forming attitudes and the environment with which they are associated; they determine the importance of communication for the audience, and affect its further behavior and communication reactions. As far as the image of the country is firmly and steadily associated with national sports brands, communication based on interaction with sports brand communities in other countries is successful. The validity of this statement in this article is shown and justified by the example of Italy and Russia. The author proves that the technology of successful cultural communication should be aimed at creating and maintaining a unique associative range through the interaction of specific sports brand communities with territory and event branding, which should facilitate the processes of further intercultural communication.