Abstract
The paper provides theoretical analysis of the definitions of the concept of sports marketing and determines the historical features of the formation of the basic categorical apparatus by various scientific schools. The existing marketing models in the sports industry are characterized. The need to develop a comprehensive model of marketing in the sports industry, which considers all its subject-object relations, taking into account the consequences of the COVID-19 pandemic, is substantiated. The formation of basic groups of subjects that are directly or indirectly related to the development of the sports industry is substantiated. The objects that influence the development of the sports industry are identified: personal and team results in specific sports competitions, athletes, sports events, infrastructure, coaching, e-sports industry and accompanying goods and services. A range of specific determinants (economic, political, demographic, social) that directly or indirectly influence the development of the sports industry in Ukraine are outlined. The author's vision of the use of marketing tools depending on the demand that is present in the market of the sports industry is suggested.
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