The integration of corporate social responsibility into the digital transformation of the sports industry

Authors

  • Skorokhodov S.N. Financial University under the Government of the Russian Federation
  • Abdybekova N.A. Kyrgyz State Academy of Physical Culture and Sports named after B.T. Turusbekov

Keywords:

digital transformation, sports industry, corporate responsibility, marketing, social responsibility.

Abstract

Objective of the study was to comprehensive examination of the aspects that contribute to the sustainable digital advancement of the sports sector, with a particular focus on social and corporate accountability.

Methods and structure of the study. In the course of our research, we employed a variety of approaches, including system analysis, comparative analysis, classification, and a structural and functional approach.

Results and conclusions. The findings of the research led to a logical and scientifically sound conclusion: the success and effectiveness of the digital transformation in the sports sector is directly linked to the level of integration of corporate and social responsibility into the marketing and management strategies of both commercial and public organizations. The innovative and investment appeal of the sports sector is fostered and enhanced through the systematic development of customer-centric models of engagement with the target audience, which encompass both the elements of digital transformation and the holistic incorporation of corporate and social responsibility.

References

Abdybekova N.A., Derkembaev U.U. Innovatsionnyye i tsifrovyye tekhnologii v professionalnoy podgotovke magistrov po napravleniyu «Fizicheskaya kultura i sport». Vestnik fizicheskoy kultury i sporta. 2022. No. 1 (29). pp.154-166.

Altukhov S.V. Ivent-menedzhment v sporte. Upravleniye sportivnymi meropriyatiyami. Moscow: Sovetskiy sport publ., 2013. 208 p.

Lednev V.A. Predprinimatelstvo v industrii sporta v Rossii: sovremennyye trendy razvitiya. Sovremennaya konkurentsiya. 2022. Vol. 16. No. 6. pp. 117-125.

Malygin A.V. Sportivnyy marketing. Dlya tekh, kto v igre. Moscow: Planeta publ., 2018. 335 p.

Skorokhodov S.N. Podkhody k tsifrovizatsii algoritmov kommertsializatsii deyatelnosti v industrii sporta. Finansovyye rynki i banki. 2024. No. 9. pp. 61-66.

Skorokhodov S.N. Aktivatsiya sotsialnogo marketinga v industrii sporta. Teoriya i praktika fizicheskoy kultury. 2020. No. 4. 35 p.

Additional Files

Published

30-03-2025 — Updated on 30-03-2025

Versions

How to Cite

Skorokhodov S.N., & Abdybekova N.A. (2025). The integration of corporate social responsibility into the digital transformation of the sports industry. Theory and Practice of Physical Culture, (2), 100–102. Retrieved from http://tpfk.ru/index.php/TPPC/article/view/1274

Issue

No. 2 (2025)

Section

IN SEARCH OF NEW BREAKTHROUGH

License

Copyright (c) 2025 Theory and Practice of Physical Culture

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