The influence of personal marketing on the effectiveness of a coach's activity in a children's football team

<jats:p>The purpose of the study is to determine the impact of personal marketing on the performance effectiveness of a youth football team coach. Research methods and organization. The study sample consisted of young coaches working in the children's football schools 'Futbolika'. The research is based on general scientific methods and was conducted during 2024-2025. Research results and conclusions. The implementation of the proposed strategy led to an improvement in the evaluated indicators, demonstrating a positive effect of personalized marketing. At the same time, for achieving sustainable success, it is recommended to further deepen the research aimed at ensuring consistent progress.</jats:p>