The integration of professional sports with art as a promising tool for sports marketing

Abstract

The article is devoted to marketing in the industry of professional sports, especially the integration with art. The authors analyzed a number of investigations on the problem of home and foreign scientists. They identified a number of problems connected with the development of professional sports and arts synthesis as the object of marketing communications. The complex approach to solving problems of integration of professional sports with art, which finds its place at the heart of programs and activities, which are developed in the framework and on the basis of the idea of marketing projects, is reviewed. The directions, which may strengthen the union of professional sports with art, are proposed.