Sports organizations are an integral part of the modern world. Today, the state is beginning to understand the importance of sports in the life of society due to the deterioration of health levels in all generations. Based on the overall picture, the issue of promoting sports complexes and enterprises is one of the most exciting at the moment, since the further well-being of the country depends on maintaining the interest and focus of attention of various groups of people. This article focused on the reason why it is so important to popularize sports organizations, current promotion strategies for sports companies aimed at attracting the attention of a wide audience, increasing brand awareness and increasing income from sports activities. Modern methods of marketing and advertising are analyzed and their features are identified. We will also tell you about successful examples of PR campaigns that contributed to the development of sports organizations and events.