Marketing Communication as a Promotion Tool in Modern Business Sport Environment

Abstract

The article is devoted to the problem of modern marketing tool usage in the professional sport industry. The author sees the rapidly developing markets of international communications products (services) as different implementation segements. Integrated relationship with many sectors of international economy and possibilities of a contemporary sport industry are also closely observed in the article. The author analyses the current trends and characteristics of marketing communications in professional sport. Special attention is paid to the role of modern information technologies in the system of marketing communications, including the industry of professional sport.