DIGITAL TRANSFORMATION IN THE SPORTS INDUSTRY
DIGITAL TRANSFORMATION IN THE SPORTS INDUSTRY

Summary/Abstract: There is no doubt that innovative technologies and their adequate application are the driving force behind the development of various economic and business sectors. Today, digitization, i.e., digital transformation, represents key global trends in the world economy, the process of transformation of society and the economy, but also a prerequisite for the survival, growth, and development of companies in the domestic and global market. Digital transformation is the process of integrating digital technologies into all areas of business, which implies radical changes in the way technology, people and business processes are used. It is a continuous process that has no destination. For digital natives, the digital environment represents a natural environment. However, for traditional systems, the adoption and application of digital technologies is a complex job that not only changes the internal functioning of the organization, but also the user experience. The sports industry is going through rapid changes, and in this it is not significantly different from other industries, and digital technology provides unprecedented opportunities for growth. Digitization in sport implies the implementation of digital technology in all respects. In this regard, the paper will analyze digital transformations from the perspective of both organizers and spectators of sporting events.

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