Purpose of the study.The introduction of financial discipline rules by the Union of European Football Associations started a new stage in the development of the football industry. According to the UEFA statistical report in 2017, football clubs for the first time reported a total profit of more than 600 million Euros, while a few years earlier the total losses of clubs representing the highest European football divisions were 1.7 billion Euros. This fact indicates a possible change in the investment attractiveness of sports clubs. The purpose of this study is to assess the presence of the investment potential of the football industry as a possible object of capital investment.Materials and methods.The study analyzed the data obtained from the official statistical sources, including a comparative UEFA report for 2017 on the licensing of clubs “Landscape of European Club Football”, normative legal acts regulating public relations in the field of professional sports, publishing in periodicals and the Internet, illustrating the practice and problems of professional sports development, as well as statistical data from the portals www.stoxx. com and www.investing.com. The study applies such methods of scientific cognition as a method of statistical and economic analysis, comparison, analogies, synthesis, as well as the method of measuring and aggregating data, the graphical and tabular method.Results of the research.When considering the shares of professional sports clubs as objects of capital investment, it is advisable for investors to pay attention to the functional type of assets that such organizations possess and the degree of diversification of their activities. The structure of non-current assets and the share attributable to tangible assets - sports infrastructure and other objects, is an important factor affecting the specific risks inherent in the activities of sports subjects, which allows to compensate losses incurred as a result of not achieving the goal set for the team for the season due to revenues from other activities that affect the investment attractiveness of the club.Conclusion. Based on the results, we can draw the following conclusions. The football industry has significant revenue growth potential. The increase in the financial profitability of professional sports subjects is accompanied by a rise in the stock index quotes, which accumulates the shares of European public football clubs. The comparative analysis carried out in the research indicates the attractiveness of these financial instruments as an investment object. However, such investments are characterized by a high degree of risk due to the specificity inherent in the professional sports industry. From the total number of factors affecting the exchange rate fluctuations of football clubs' shares, one can single out the most significant indicators such as the outcome and significance of the match, the nature of the tournament, and the sports (physical) form of the team.
FC Bayern München goes social – the value of social media for professional sports clubs
