A MODERN MODEL OF MARKETING AND MANAGEMENT INTEGRATION IN PROFESSIONAL SPORTS CLUBS

This study explores a modern model of integrating marketing and management in professional sports clubs, emphasizing their growing interdependence in a globalized and digital sports industry. It analyzes how strategic alignment between marketing functions and managerial decision-making enhances organizational performance, brand value, and fan engagement. The research is based on a literature review of contemporary sports management theories, highlighting the shift from traditional functional separation toward integrated organizational structures. Findings indicate that successful sports clubs adopt unified strategies that combine branding, digital marketing, stakeholder management, and operational governance. Despite challenges such as organizational silos and cultural resistance, integration significantly improves competitiveness and financial sustainability. The study concludes that marketing-management integration is essential for long-term success in modern professional sports organizations.