The importance of marketing in physical education and sports is significant. Marketing strategies play a crucial role in developing sports varieties, attracting sponsors, and supporting athletes participating in international competitions. For example, recent years have seen Uzbekistan achieve high results in international competitions in judo and sambo, thanks to important marketing strategies. Advertising campaigns, sponsorships, and media coverage help increase public interest in sports. Additionally, additional funds are attracted for the modernization of sports infrastructure and the organization of sports events