PECULIARITIES OF SOCIALLY RESPONSIBLE MARKETING STRATEGIES OF THE FOOTBALL CLUBS

In today's world, market leaders succeed not only by taking into account economic indicators, but also by building the social component of their business on the basis of corporate social responsibility. Most global sports corporations are in the process of actively implementing effective socially responsible marketing strategies. The sports industry, by the nature of its activities, influences social behavior, and the leaders of the most popular sport, football, strive to create a positive image through the implementation of social initiatives. Based on the official websites of leading football clubs, the article analyzes the content of strategic marketing initiatives that take place in their management practices. The socially responsible marketing of football clubs involves a number of strategies that increase brand awareness, promote fan loyalty and increase profits, thus benefiting society. The purpose of the article is to analyze the strategies of socially responsible marketing implemented in the activities of the football clubs, with their subsequent adaptation to the marketing strategies of sports enterprises in Ukraine. Materials and methods. The study is based on an analytical method of the data on the influence of social media on brand popularity, expert forecasts and analysis of the media platforms. General scientific methods such as synthesis, comparison and generalization are used. Results. The article examines the role and importance of social responsibility in modern marketing strategies of popular football clubs. Based on the analysis of socially responsible marketing strategies of the top-rated football clubs in Europe, the key areas of marketing strategies that are relevant in modern society are identified. When implementing socially responsible marketing, football clubs generate projects that include such components as community engagement; sponsorship and partnerships; social media presence; content creation; experience marketing; other corporate social responsibility initiatives; and ethical and socially responsible practices. Conclusion. The symbiosis of positively implemented areas of socially responsible marketing by the most popular football clubs creates a real halo of opportunities for modernizing the marketing strategies of domestic enterprises in the field of sports. Prospects for further research are to substantiate the strategy of socially responsible marketing of enterprises in the field of sports based on the forecasting of key performance indicators.