O‘ZBEKISTONDA SPORT MARKETINGI VA BRENDINGNI RIVOJLANTIRISH ISTIQBOLLARI

Abstract

This article examines the economic efficiency of the sports marketing and branding system in the context of globalization, using the experience of Uzbekistan as a case study. Employing economic, comparative analysis, and case-study methods, the research analyzes the marketing activities of football clubs such as "Pakhtakor", "Nasaf", and "Navbahor", the private sector model of "Chekhov Sport Club", and the international branding process of the national sport, Kurash. Additionally, the impact of mass sports events like the "Tashkent Marathon" and "Samarkand Marathon" on sports tourism and city branding is evaluated, alongside the capabilities of digital platforms (SMM). The results indicate a significant positive impact of the sports industry on the service, tourism, and media sectors, while also highlighting key challenges such as a shortage of professional personnel and limited private investment. The study concludes with practical recommendations for enhancing the sports economy.