THE INFLUENCE OF SPORTS MARKETING ON CONSUMER BEHAVIOR AND BRAND PERCEPTION IN THE MODERN DIGITAL ENVIRONMENT

The paper analyzes the growing importance of sports marketing as a key factor in the development of modern sports organizations and its influence on consumer behavior and brand perception. The study examines socio-demographic differences in attitudes towards sports, digital promotion, sponsorship, and the role of social media in creating consumer engagement. Data were collected through an online survey of 107 respondents, using a Likert scale to measure attitudes. The results indicate that most respondents recognize marketing as essential for the success of sports organizations, especially through creative campaigns and digital channels. However, traditional sponsorship still plays a significant role in shaping audience trust and engagement. The findings highlight the need for integrating innovative digital marketing strategies to strengthen consumer relations and improve brand visibility in the sports industry.