Formation of a Sports Brand in the Context of National Specifics: An Empirical Analysis of the Case of the Armenian Hockey League

Introduction. The purpose of this article is to study the formation of a sports brand using the example of the Armenian Hockey League (AHL). The Armenian Hockey League (AHL) is an example of a promising sports project that aims not only to promote hockey in Armenia, but also to strengthen national identity through sports. At the same time, the current image of the AHL requires serious analysis and improvement, as the league faces several challenges: limited resources, low media awareness, a lack of a dedicated fan base, and the need to meet international standards. Methodology and sources. The study focuses on the role of cultural context, digital strategy, and institutional factors in the development of a sports organization. Results and discussion. The article examines the process of building and promoting a brand in the context of regional specificity and global competition. The study concludes that the AHL has a high growth rate and holds a leading position among similar leagues, and highlights the key role of regional marketing and socio-economic context in strengthening the position of a sports organization at the national and international levels. Conclusion. The authors have found that the use of economic indicators such as ROI and CPL allows us to conclude that AHL's digital activity is effective and yields sustainable results.

Authors: Angelina R. Lebedeva, Natalia P. Kirsanova, Aleksandr S. Gonashvili, Vladimir A. Glukhikh

Direction: Sociology

Keywords: sports, sports brand, Armenian Hockey League, SWOT analysis, Return on Investment, Cost per Lead

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