Branding of a physical education and sports organization and positioning of its product in the communication marketing and partnership system

Relevance. Branding (forming unique qualities of organization) and positioning are the key guarantors of the success of a physical culture and sports organization and the demand for its services in the socio-economic space of the industry. They can be modeled within the framework of several marketing approaches, among which the industry of physical culture and sports most corresponds to the marketing of partnerships. Identifying the prerequisites and determining the advantages obtained by a physical culture and sports organization in the case of branding and positioning based on the partnership marketing model and through its communication system is the basis of the study. The aim of the study is to provide a theoretical justification for the communication system of partnership marketing as it is most relevant to the branding and product positioning tasks of a sports organization. Research methods: analysis of special scientific sources, synthesis, comparison, generalization and formalization of the obtained information, as well as analogy, deduction and abstraction. The results of the study showed that the inclusion of branding and positioning in the market working sports organization through communication system marketing partnerships, due to the fundamental importance of building a practically effective relationships with business partners; the need for personalization of physical culture and sports of the product and to personalize their brand; economically sound value of retaining customers, through the formation and subsequent positioning of individual distinguishing characteristics of physical culture and sports of the product; the capabilities of the tools of branding and positioning in the demonstration of the determination of the physical culture and sport organizations work to maintain social well-being; the task of managing corporate culture of the organization. Conclusions. The feasibility of branding sports organization and positioning of its services through the mechanism of marketing communications partnership due to: the scale of the expansion of the sector and increase the range of its product; the increasing complexity of consumer demand; the importance of personalization of the product; the need for clustering of enterprises and companies, the business partners of physical culture and sports organizations; trends in the development of digital technologies; targets of the Strategy of development of physical culture and sports in the Russian Federation for the period up to 2030. Conclusion. The communication system for marketing partnerships is as relevant as possible to the branding of a physical culture and sports organization and the tasks of positioning its product.