Regulatory aspects and fundamentals of amateur sports marketing

The article examines key aspects and indicators of the effective functioning of the marketing communications system in amateur sports. It presents the legislative status and regulatory specifics of amateur sports as an independent segment of the sports industry. The following scientific methods were used in the study: the method of system analysis, the method of comparative characteristics, systematization, and the structural and functional method. Based on the results of the study, a reasonable conclusion was made that the effectiveness of the commercialization of amateur sports directly depends on the quality of the marketing strategies of sports organizations and economic entities, and the innovative attractiveness of the industry is formed due to the development of an omnichannel approach in marketing communications with the target audience.