Lysenchuk S. Marketing in professional football

bject of research is the system of world professional football. The purpose of research is to reveal objective bases of use of marketing in modern professional football to define ways of its perfection, and also the precondition of becoming and a direction of development of marketing activity in football of Ukraine. During performance of work the following methods of research were used: a method of the system analysis; the analysis of the scientific literature and documents; a method of comparison and collation; methods of sociological researches; methods of mathematical statistics. Sientific novelty of work is, that: - For the first time in similar sorts researches marketing activity in modern professional football is considered as complex dynamic system which character of functioning is caused both its internal structure and interrelations, and external connections with other social systems; - Objective preconditions and features of use of marketing by organizational - administrative structures of the professional football, following of specificity of results of activity in football are determined; - Ways of perfection of marketing activity of organizational - administrative structures of professional football are proved; - Features of use of marketing are revealed during becoming professional football in a society with transitive social and economic system (on an example of Ukraine). The practical importance of the dissertation is in its recommendations for the organization and perfection of marketing activity at different levels of management of modern professional football. Practical recommendations for use of concrete forms of marketing activity are addressed FIFА, UEFA, to the State committee of Ukraine on questions of physical training and sports, Federation of football of Ukraine, Professional football league of Ukraine in view of features of environment in which they carry out the marketing activity. A number from them are used by the State committee of Ukraine on questions of physical training and sports, Federation of football of Ukraine, Association of mini-football of Ukraine.