Today, the sports sphere is an important element of the state's market system and plays a significant role in shaping a healthy lifestyle. It requires innovative approaches to train highly qualified sports marketing personnel to promote the industry and develop it. Sports marketing is a kind of symbiosis of classic marketing and specific principles of entrepreneurial activity in the field of physical culture and sports. One of the main factors that have led to the possibility of developing marketing in the field of sports was the vector of changes in the priorities and methods of influence of the state management of sports sector in conditions of sustainable development of business structures. The development of sports marketing, as a field of science and practical tool, began to take shape at the beginning of the twentieth century, when the production and consumption of sports services began to expand rapidly and competitive relations and competition for customers and sales intensified. The paper determines that professional physical education has a significant influence on formation of economic thinking in the field of sports, where the sport itself acts as a customer of training services, and higher education institutions - a supplier to training highly qualified specialists in this field. The development of sports marketing by its division into phenomena is considered. There are three main phenomena of the sports sphere, namely: the social phenomenon, which denotes the real field of wide public influence, the economic phenomenon - keeping the mission of sport in balance with the sphere of business activity, and the political phenomenon - strengthening the image of the state among other countries through sports success. Physical education and sports marketing involves the use of various marketing tools, principles and functions. Effective application of marketing and skillful application of methods of marketing activity management will allow transforming the industry of sports into a powerful business structure. 

marketing, sports, physical culture, marketing management, marketer