Image forming of Ukrainian football clubs

The purpose: to define ways of image improvement of Ukrainian football clubs. Material and methods: content of image in sports in general and in football specifically and factors which form image of football clubs are analyzed. Results: stages of image development are presented: research of the current stage; forming of development strategy; realization and control of development strategy. Conclusions: image forming is an investment into the future of organization. It is necessary for serious long-term results achievement. Only positively perceptible football club can get support and achieve significant progress. Forming of positive reputation which has been scrupulously developed and step by step realized is a profitable investment of capital. In the future it will turn back in the adequate reward.