Sport is a complex, diverse and fascinating phenomenon, involving millions of people and organizations athletes, entrepreneurs, journalists, advertisers, government organizations, non-profit companies, sports clubs... and finally spectators and fans. That is why the tasks of sports marketing are incredibly complex, and their solution requires an integrated approach, the highest professionalism and solid theoretical training. The book presents all aspects of the development and promotion of a sports product , Features of communication in sports are described, secrets of effective sponsorship and creation of bright sports brands , as well as approaches to the management of sports products in a volatile and uncertain economic environment . The book is provided with rich practical material - stories of success and failures of famous clubs, organizations and athletes. The publication is intended for sports managers and marketers, PR managers of sports clubs and organizations, entrepreneurs operating in the field of sports, as well as for students studying marketing, branding and PR .