ADAPTATIONS OF SPONSORING ALGORITHMS FOR SPORTS EVENTS IN THE CORONAVIRUS CRISIS PERIOD
With the beginning of the pandemic of coronavirus infection, the sports sponsorship market froze in the situation of uncertainty. Analytical research of the state of the sponsorship market before and during the Pandemic period COVID-19 is devoted to the formation of further expectations of the sports community, which is directly dependent on the funds received on sponsorship contracts, so it is very important. With the help of the methods of content, economic analysis and expert estimates, the trends of the sports sponsorship market are characterized by the end of the 2020-early 2021. The authors refined the stages and compared the activities of the players of the sponsorship market in the pre-crisis and crisis periods, calculated the fluctuations in significant trends in the market being studied, the characteristic of distinctive features. In the process of analysis, it was established that the policy of sponsorship on both sides was subjected to legal and economic revision, the main efforts of the sponsors were sent to a refund of the missed benefit on previously concluded contracts and the conservation of the part of the agreements, where the losses or they were less than 10%.