Dilnoza Yarasheva
Along with the concept of sports marketing, the concept of sports industry has come forward. Sports marketing refers to the marketing of brands through sports and marketing sports for social purposes. Marketing promotion activities consist of personal selling, advertising, public relations and advertising. Public relations; It is a component of this activity aimed at creating a positive image by creating emotional connections with customers. In addition, the scope of the target audience that must be defined in public relations activities is expanding. This target audience includes not only individuals who enjoy sports services, but also various groups and fans involved in this service. In public relations, advertising expenditures are used for activities that benefit society, and unlike advertising, the goal is to generate news through positive activities that are newsworthy rather than buying media space. Sponsorship activities are part of public relations activities that help institutions fulfill their social responsibilities. Despite sponsorship investment for brands marketing through sports, sponsorship investment for social sports marketing is not preferred by brands. In fact, this area is an important channel that serves to fulfill social responsibility to achieve marketing promotion activities.
