Yarmolyuk E. The role of environmental marketing in modern Olympic sport

Object of research: nature protection activity of the modern Olympic key bodies - International Olympic Committee, Olympic Games Organizing Committees, National Olympic Committees, International Federations (Olympic sports). Subject of research: environmental marketing as component of the nature protection management of the modern Olympic key bodies. Methods of research: content-analysis of scientific literature; analysis of the official documents of the modern Olympic key bodies; system analysis; mathematic statistics; method of expert evaluation, method of analogy. Scientific actuality of the received results is the following: theoretical ground of conception of the environmental marketing in modern Olympic sports, which foresee the exposure of pre-conditions of its becoming, subjects and categories of the environmental marketing in the Olympic sport, is the first to be defined; thesaurus of ecological-economical activity in the Olympic sport, which directly includes the concept of the environmentalmarketing in the Olympic sport, environmentally oriented service of the Olympic sport, producers of the environmentally oriented service of the Olympic sport, tying products of the ecological appointment and consumers of the environmentally oriented service of the Olympic sport, is the first to be created; pre-conditions and features of the use of the environmental marketing in modern Olympic sport system, which consist of account of worsening of the ecological situation in the world in the end of XX century; appearance of global ecological problems related to sport events, including the Olympics; commercialization of the Olympic sport; non Olympic organizations' active nature protection activity; and also possibilities of bringing business representatives in financing of nature protections projects, are grounded; ways of improvement of the Olympic key bodies' ecological-economical activity, which consist in creation of the system of nature protection management; planning of infrastructure and exploitation ofsporting facilities during the hosting the Olympics, and also after this period; introduction of the resources-economy schemes oriented on consumption of the non renewable natural resources and rational consumption of renewable resources; active involving sponsors, suppliers, patrons, volunteers to general realization of nature protections projects; introduction of an ecological audit and monitoring, are grounded.