MAIN DIRECTIONS AND OBJECTIVES OF THE APPLICATION OF DIGITAL TECHNOLOGIES IN THE SPORTS SECTOR.
DOI:
https://doi.org/10.5281/Keywords:
Digital transformation, sports sector, sports organizations, artificial intelligence, Big Data, Internet of Things (IoT), digital marketing, sports management, sports technology, sports economics, innovation, financial sustainability.Abstract
This study examines the main directions and objectives of applying digital technologies in the sports sector and evaluates their impact on the management, economic performance, and competitiveness of sports organizations. The research explores the role of advanced digital technologies, including artificial intelligence (AI), Big Data, the Internet of Things (IoT), cloud computing, customer relationship management (CRM) systems, enterprise resource planning (ERP) platforms, digital marketing, and media technologies in transforming the sports industry. Particular attention is given to the digitalization of sports services, the automation of organizational processes, data-driven decision-making, and the development of innovative business models that enhance financial sustainability and create new revenue streams. The study also highlights the contribution of digital technologies to sports infrastructure management, fan engagement, sports marketing, and the monetization of sports products and services.
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