Public Relations technologies as a means of promoting sports among young people

The article deals with the problem of reducing the physical activity of young people. The analysis of communication between the state policy and the sports services market is carried out. It explains why physical culture is turning into a service sector, the product of which is physical culture and sports services, as well as activities that provide them. The concept of SPORT SMM is given and the main methods used by PR-specialists in the field of sports marketing are analyzed. The features of the use of PR-technologies in Russian society and the way which technology influences the creation of a positive image of sports are revealed. The means by which the state can popularize sports are proposed: quality control of physical education in schools, secondary specialized educational institutions and higher educational institutions, encouraging sports not only at the professional, but also at the amateur level, the creation of modern sports grounds.