Organization of Sports Marketing in Modern Conditions

Abstract

Abstract. prone to the vicissitudes of today, special attention is paid to sports marketing, the tools of which can turn various sports events into means of creating the image of their city. An effective marketing technology, together with the promotion of investment, and with it tourist and business attractiveness, is the organization and holding of sports events, the popularity of which is rapidly gaining momentum and attracting the attention of many people around the world.
 The effectiveness of management actions invested in the expansion of the demand for sports services is ensured by the use of scientifically based theoretical and methodological approaches to the development of a strategy for the development of sports marketing. Conceptual approaches to the development strategy of sports marketing are distinguished, without taking into account the numerous relationships between subjects in the sports market and the peculiarities of their market behavior. The issue of increasing the effectiveness of the marketing activities of sports industry organizations has not been fully studied, which requires improvement of the mechanisms for implementing the sports marketing development strategy.
 The purpose of the study is to substantiate the theoretical and methodological provisions and characterize the scientific and practical recommendations for improving the strategy of the development of sports marketing in the modern conditions of Ukraine.
 Research methodology and methods. Theoretical analysis and generalization of scientific and methodological literature on the development of sports marketing, economics and management of the sports industry.
 Research results. Sports marketing allows marketers to use the popularity and attention of sports to promote a brand or product. Sports marketing also encompasses the marketing and promotion of live sporting events while helping to promote a healthy lifestyle.
 Taking this into account, we can observe that the development of sports has also influenced the strategic orientation of many companies producing sports accessories: clothes, shoes, equipment, etc. Organizations and companies produce products depending on the needs of modern sports and the trends of the sports market. At the same time, it is about satisfying the needs of everyone who is related to sports: athletes; clients of fitness clubs; fans, sponsors, etc.
 Conclusions. In conclusion, it should be noted that sports marketing is a part of classic marketing that has its own specific characteristics and features. Marketers have been aware of the popularity of sports for decades to make it a central element of marketing objectives. As the scale and popularity of national sports grew, the field of sports marketing grew with it.