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Active development of physical culture and sports market and the growing competition on it urge economic entities to search for new marketing solutions. The article considers the possibility of marketing use of the initial social significance of services, sold by commercial enterprises in this market. Development of technology for marketing support of social projects of these enterprises will allow increasing not only social, but also commercial results of companies. The aim of the study is to determine the importance of marketing support of social projects in the market of physical culture and sports services, and to identify the main groups of the social objectives of the projects, affecting the subsequent formation of a marketing tracking technologies. According to the results of the study: 1) three groups of factors determining the importance of marketing support for social projects in the target market have been defined: the level of social development of the society; the level of social entrepreneurship development; the availability of marketing tools that allow to form the image of a socially responsible company on the market; 2) three groups of social projects, implemented by commercial organizations in the market of physical culture and sports, have been singled out; 3) four groups of goals of marketing support of social projects have been identified by the form of strengthening the results of commercial activity through the achievement of social effects of individual social projects or their groups.

Marketing Support of Social Projects in the Market of Physical Education and Sports