Development of digital marketing in the sports industry

The article discusses the issues of marketing transformation in the field of sports. The relevance of the topic is emphasized by the development of information technology and digital capabilities, which certainly takes place when implementing marketing tools in the sports field. The author highlights the main marketing trends in sports, paying attention to the development of the fan industry, the use of virtual and augmented reality elements, the importance of representation in social media and the introduction of mobile applications. In the course of the work, it is noted that digitalization contributes to the formation of closer, personalized interaction between sports organizations, teams, fans, potential consumers of sporting goods and services.