PROFESSIONAL FOOTBALL AS A CULTURAL PHENOMENON OF MODERN SOCIETY

<em>The article attempts to identify modern football in the process of competitive activity in all its diversity: from professional sports management to intra-football and around football segments of mass culture, in which fans are integral and inseparable part of it. The authors consider a subcultural phenomenon - a constructive support - as a tool the positive impact of cheerleading support on competitive outcomes during a football match. In this case, the set of the indicated components of the sports process forms a qualitatively new mechanism of its stakeholders.</em>

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