PhD S.N. Skorokhodov¹
PhD, Associate Professor N.A. Abdybekova^2
1Financial University under the Government of the Russian Federation, Moscow
²Kyrgyz State Academy of Physical Culture and Sports named after B.T. Turusbekov, Bishkek

Objective of the study was to multi-faceted analysis of the factors of sustainable digital development of the sports industry, primarily social and corporate responsibility.
Methods and structure of the study. The following methods were used in the scientific work: system analysis, comparative characteristics, systematization, structural-functional method.
Results and conclusions. Based on the results of the conducted study, a scientifically substantiated conclusion was made that the efficiency and effectiveness of the digital transformation of the sports industry directly depends on the quality of integration of elements of corporate and social responsibility into the marketing and management strategies of commercial and public organizations. The innovative and investment attractiveness of the sports industry is formed and transmitted thanks to the systematic development of customer-oriented models of interaction with the target audience, determining both the elements of digital transformation and the comprehensive integration of elements and attributes of corporate and social responsibility.

Keywords: digital transformation, sports industry, corporate responsibility, marketing, social responsibility

References

1. Abdybekova, N. A., & Derkembaev, U. U. (2022). Innovatsionnyye i tsifrovyye tekhnologii v professionalnoy podgotovke magistrov po napravleniyu «Fizicheskaya kultura i sport» [Innovative and digital technologies in professional training of masters in the field of «Physical Education and Sports»]. Vestnik fizicheskoy kultury i sporta, 1(29), 154–166.
2. Altukhov, S. V. (2013). Ivent-menedzhment v sporte. Upravleniye sportivnymi meropriyatiyami [Event management in sports. Management of sports events]. Moscow: Sovetskiy sport.
3. Lednev, V. A. (2022). Predprinimatelstvo v industrii sporta v Rossii: sovremennyye trendy razvitiya [Entrepreneurship in the sports industry in Russia: modern development trends]. Sovremennaya konkurentsiya, 16(6), 117–125.
4. Malygin, A. V. (2018). Sportivnyy marketing. Dlya tekh, kto v igre [Sports Marketing. For those in the game]. Moscow: Planeta.
5. Skorokhodov, S. N. (2024). Podkhody k tsifrovizatsii algoritmov kommertsializatsii deyatelnosti v industrii sporta [Approaches to digitalization of algorithms for commercialization of activities in the sports industry]. Finansovyye rynki i banki, 9, 61–66.
6. Skorokhodov, S. N. (2020). Aktivatsiya sotsialnogo marketinga v industrii sporta [Social marketing activation in sport industry]. Teoriya i praktika fizicheskoy kultury, 4, 35.