The article analyzes the activity of sports federations as the key organizations that are responsible for the development of sports. It outlines the main purposes of their activities and the role of marketing tools in achieving them. The paper shows the interrelation of between the factors affecting the popularity of sports and massive participation in them. The author developed an adapted marketing mix model for the activity of all-Russian sports federations. She analyzed the use of marketing communications for the purposes of promotion of sports and presented their key tasks. The author outlines the specific features of marketing communications in international sports federations; the role of communications in the development of their relations with the International Olympic Committee; as well as the prospects for their cooperation in the nearest future in connection with the implementation of the provisions of the “Agenda 2020”. She analyzed the peculiarities of communicative activity for the purpose of development of sports federations at different levels; as well as the role of sports clubs; schools and sections in increasing the popularity sports.