THE ROLE OF SPORTS MARKETING IN IMPROVING THE IMAGE OF SPORTS CLUBS AMONG FANS

Hashim Ahmed HasanHashim, Mlechko Alexander Vladimirovich

Sporting achievements are one of the criteria by which a country's success is measured, as is its ability or inability to create the conditions for nurturing the athletic potential of its athletes. These achievements are demonstrated not only by individual athletes but also by the clubs they belong to. The article provides a generalized definition of the concept of image, including in the context of the activities of a sports club. The main components of the sports club's image are outlined, and directions for its improvement are determined. In addition, the article examines the essence of sports marketing, its tools and modern directions of implementation in relation to the image of a sports club, primarily when working with fans.

Keywords:image, sports club, image of sports club, sports marketing.