Socio-cultural role and functions the subjects of marketing in sports
The authors consider the social value of sport in terms of commercialization and marketing subjects particularly in physical education. The main factors that are subjective in nature and impede the practical implementation of social and cultural potential of sport. The basic functions of marketing sports organizations that provide social and cultural services in the field of physical culture and sports people. The conclusions on the need for immediate implementation of complex marketing processes especially in the public sector, physical education, because the rigidity of the sector provoked by government grants and subsidies is a threat of stagnation in the field of physical culture and sports in our country. The conclusions with respect to marketing as a modern form of social control, designed to meet the needs in the interests of all participants in market activity in the area in the post-industrial society.