In this paper some aspects of the problem of developing amputee football in Russia as a means of social rehabilitation are considered. Insufficient state support for this kind of football, its low status in comparison with the recognized paralympic sports, and specific complexities in working with sponsors are a number of the basic difficulties. The decision-making process for this problem requires socially-focused marketing. This means that amputee football must have the components of a social programme, popular support, the active interest of the mass media, and commercial appeal to sponsors. It is proposed that the efforts of the various national associations must be united, paralympic status should be sought, and there should be an all-European association of amputee football.