The Specificity of Marketing in Sports Industry

There is a growing interest towards sporting, healthy life and healthy eating in the modern world. Sport has a powerful impact on the individual’s lifestyle and well-being. It has significantly extended its coverage and has become more democratic and affordable. At present sports industry represents the area which can meet the demands not only of sportsmen and sporting clubs but also of the entrepreneurs. The reason why sports popularity inevitably leads to the use of a marketing strategy to enhance business influence on customer decision making. But customers retention is an additional major objective of business. Consequently, the proper use of modern marketing tools may bring the possibility to attract customers and to stimulate them to buy goods and services. Besides, sports and marketing act as tools to resolve a plenty of tasks for many absolutely different people and organizations. Direct and associate connection with sports allows sponsors to get additional gains sourced from advertising of goods, services, brands and their promotion as well as getting other benefits. In the framework of this study, the children's center Smekayka was used to study marketing in sports. For example of the center, various means of marketing in sports were considered, and were given recommendations for improving this activities. The results of the research allow to understand how today sport becomes reusable for companies that use mass media, as newspapers and television stations use association with sports to increase reading and TV viewing performance.