THE ECONOMIC FUNCTIONS OF SPORTS ORGANIZATIONS AND THEIR ROLE IN DIGITAL TRANSFORMATION.
DOI:
https://doi.org/10.5281/Keywords:
Sports organizations, digital transformation, sports economics, digital business models, Big Data, sports marketing, corporate governance, financial sustainability, digital economy, innovation.Abstract
This study examines the economic functions of sports organizations and their role in the process of digital transformation. The research explores how digital technologies reshape the economic activities of sports organizations by improving management efficiency, strengthening financial sustainability, and expanding opportunities for revenue generation. Particular attention is given to the implementation of digital business models, Big Data technologies, digital marketing, customer relationship management systems, and innovative management approaches in the sports industry. The study also analyzes the importance of institutional reforms, corporate governance, privatization, and investment attraction as key factors supporting the digital transformation of sports organizations.
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