Editing FC Dynamo Moscow (section)

== B2C Marketing ==
; Fashion and Merchandise
In August 2021, FC Dynamo Moscow opened the official fanstore with sports and casualwear at [[VTB Arena]] as an integral part of club's renewed brand platform.<ref>{{Cite web|url=https://en.fcdm.ru/gallery/oficialnoe-otkrytie-fansopa|title=Solemn opening of the official fan shop|date=2021-08-13|publisher=FC Dynamo Moscow official site}}</ref> In December 2021, premiere screening of "Legends of the Future", dedicated to Dynamo's stars [[Mikhail Yakushin]], [[Konstantin Beskov]] and [[Alexei Khomich]], was held at club's official fanstore.<ref>{{Cite web|url=https://fcdm.ru/gallery/prezentaciya-filma-legendy-budushhego|title=Презентация фильма Легенды будущего|language=ru|date=2021-12-23|publisher=FC Dynamo Moscow official site}}</ref>

The first ever vintage Dynamo's collection was produced in 2008 and then in the late 2010s. A new vintage fashion line was launched in August 2021 featuring heritage brand "Olovo".<ref>{{Cite web|url=https://fcdm.ru/news/dinamo-predstavlyaet-kollekciyu-odezdy-razrabotannuyu-sovmestno-s-brendom-olovo|title=Динамо представляет коллекцию одежды, разработанную совместно с брендом Олово|language=ru|date=2021-08-06|publisher=FC Dynamo Moscow official site}}</ref>

In September 2021, iconic British designer [[Nigel Cabourn]] started cooperating with the club with a fashion line, which will be his first cooperation with a football club, in a view of FC Dynamo Moscow's centenary in 2022, because vintage has always been a source of inspiration for the designer.<ref>{{Cite web|url=https://fcdm.ru/news/dizainer-naidzel-keiborn-sovmestno-s-brendom-olovo-vypustyat-liniyu-odezdy-dlya-dinamo|title=Британский дизайнер Найджел Кейборн совместно с брендом Олово выпустит линию одежды для Динамо|language=ru|date=2021-09-12|publisher=FC Dynamo Moscow official site}}</ref> In February 2022, Nigel Cabourn presented the whole FC Dynamo Moscow casual range at [[Pitti Uomo]], famous international men's fashion show, at [[Fortezza da Basso]] in [[Florence]].<ref>{{Cite web|url=https://en.fcdm.ru/dynamo_tv/dinamo-na-mezdunarodnoi-vystavke-mody-pitti-uomo|title=Dynamo at the international fashion show Pitti Uomo|date=2022-01-13|publisher=FC DYnamo Moscow official site}}</ref>

In October 2021, capsule collection, dedicated to Lev Yashin's anniversary, was shown in his favourite cinema, Pioner, in Moscow.<ref>{{Cite web|url=https://fcdm.ru/news/dinamo-vypustilo-kapsulnuyu-kollekciyu-k-dnyu-rozdeniya-lva-yasina|title=Динамо выпустило капсульную коллекцию к дню рождения Льва Яшина|language=ru|date=2021-10-21|publisher=FC Dynamo Moscow official site}}</ref>

In November 2021, the club organized auction to sell all new collection retro shirts, presented by Dynamo's footballers before the kick-off of the home game with [[FC Khimki]], held on October 22, the day of the anniversary of [[Lev Yashin]], for the benefit of endowment fund of FC Dynamo Moscow.<ref>{{Cite web|url=https://fcdm.ru/news/dinamo-zapuskaet-blagotvoritelnyi-aukcion-retrofutbolok|title=Dynamo makes an auction of retro shirts for the endowment fund|language=ru|date=2021-11-01|publisher=FC Dynamo Moscow official site}}</ref>

In December 2021, the club launched its first full-range New Year's collection.<ref>{{Cite web|url=https://fcdm.ru/news/dinamo-predstavlyaet-novogodnyuyu-kollekciyu|title=Динамо представляет новогоднюю коллекцию|language=ru|date=2021-12-10|publisher=FC Dynamo Moscow official site}}</ref> In February 2022, in the way to promote the fanstore and the 2nd round of the championship, where FC Dynamo Moscow is running on the Champions League's 2nd place, the club offered a free ticket for each more than 5000 roubles purchase.<ref>{{Cite web|url=https://fcdm.ru/news/polucite-besplatnyi-bilet-na-matc-pri-pokupke-ot-5000-rublei-v-klubnom-fan-sope|title=Получите бесплатный билет на матч при покупке от 5000 рублей в клубном фан-шопе|language=ru|date=2022-02-04|publisher=FC Dynamo Moscow official site}}</ref>

; "Dynamo Runners" club
In August 2021, "Dynamo Runners" club was launched to promote Dynamo's spirit on a larger scale. Running, fitness and healthy lifehacks in [[Moscow]] are scheduled for every new training of the club. Olympic champion [[Yuri Borzakovskiy]] has become one of the ambassadors of "Dynamo Runners" club together with top bloggers and other celebrities.<ref>{{Cite web|url=https://fcdm.ru/news/dinamo-zapuskaet-svoi-begovoi-klub|title=Динамо запускает свой беговой клуб|language=ru|date=2021-08-25|publisher=FC Dynamo Moscow official site}}</ref>

; Dynamo & VTB Bank day
In October 2021, Dynamo & VTB Bank day was dedicated to 92nd anniversary of [[Lev Yashin]] together with school students, invited to Dynamo's game against [[FC Khimki]], won 4 to 1, and to the official club fanshop at [[VTB Arena]].<ref>{{Cite web|url=https://en.fcdm.ru/news/ucashhiesya-skol-pobyvali-na-matce-s-ximkami-v-ramkax-dnya-dinamo-i-banka-vtb|title=School students took part at Dynamo & VTB Bank day|date=2021-10-23|publisher=FC Dynamo Moscow official site}}</ref> Communication with school students has been carried on in December 2021 within tours at [[VTB Arena]] for school students from [[Khimki]].<ref>{{Cite web|url=https://fcdm.ru/news/skolniki-iz-ximok-pobyvali-na-ekskursii-po-vtb-arene|title=Школьники из Химок побывали на экскурсии на ВТБ Арене|language=ru|date=2021-12-01|publisher=FC Dynamo Moscow official site}}</ref>

; Cyber and high-Tech Marketing
The last home matchday vs [[FC Zenit Saint Petersburg]] at [[VTB Arena]] was powered by the first Augmented reality (AR) show within a football game in Russia.<ref>{{Cite web|url=https://fcdm.ru/news/pervoe-ar-sou-na-futbole-v-rossii-i-mogucii-ded-moroz-kak-prosyol-novogodnii-matcdei-na-igre-s-zenitom|title=Первое AR-шоу на футболе в России и могучий Дед Мороз: как прошёл новогодний матчдей на игре с Зенитом|language=ru|date=2021-12-23|publisher=FC Dynamo Moscow official site}}</ref>

; Dynamo Bookshelf

In February 2022, the club presented two books about [[Gavriil Kachalin]] and [[Igor Chislenko]] as a part of "Legends and Lives" serie.<ref>{{Cite web|url=https://fcdm.ru/news/gavriil-kacalin-i-igor-cislenko-vosli-v-seriyu-legendy-i-sudby|title=Гавриил Качалин и Игорь Численко вошли в серию Легенды и судьбы|language=ru|date=2022-02-01|publisher=FC Dynamo Moscow official site}}</ref> One year before, the club also published the book about [[Mikhail Yakushin]].<ref>{{Cite web|url=https://fcdm.ru/news/v-moskve-prezentovali-knigu-o-mixaile-yakusine|title=В Москве презентовали книгу о Михаиле Якушине|language=ru|date=2021-02-25|publisher=FC Dynamo Moscow official site}}</ref>

; Social Media
In January 2022, according to Deportes y Finanzas, the club became the most popular Russian football team on [[YouTube]] in the year 2021.<ref>{{Cite web|url=https://vedomostisport.ru/football/news/2022/01/27/906727-dinamo-samii-populyarnii-rossiiskii-klub-v-youtube-v-2021-m-zenit-i-spartak--v-troike|title=Динамо самый популярный клуб в ютубе в 2021|language=ru|date=2022-01-27|publisher=[[Ведомости]]}}</ref>

; Charity
During the season 2021–22, the club upscaled its charity matchday activities with 100 roubles from each ticket and 20% of merchandise sales provided to numerous charity funds.<ref>{{Cite web|url=https://fcdm.ru/news/dynamo-provedet-blagotvoritelnuiu-akciiu-na-matce-s-rostovom|title=Динамо проведёт благотворительную акцию на матче с Ростовом|language=ru|date=2022-03-17|publisher=FC Dynamo Moscow official site}}</ref>