MARKETING WARS AND THE USE OF MILITARY STRATEGY IN SPORTS MARKETING

The article examines the specific features of marketing wars in sports due to high competition in the global market of sports goods and services. The main types of marketing strategies — defense, attack, flank and guerrilla — and the features of their application in the sports industry are analyzed. Examples of marketing confrontation between the world's leading sports brands, doping and information wars, as well as the influence of consumer psychology on the choice of sports products are given. The marketing struggle in sports is intellectual in nature and is largely determined by consumer perception of the brand. It is concluded that it is necessary for sports organizations to take into account the actions of competitors and create effective strategies in conditions of fierce competition.

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