The concept of creating shared value of mass sports

Mass sports is an important socio-cultural phenomenon that influences the formation of values and behavioural attitudes in society. The study of the concept of creating a common value of mass sports is important for understanding its influence on public consciousness and the development of socio-cultural environment. The relevance of this study is due to the importance of the development of mass sports as a means of strengthening the physical and psychological health of the population, the formation of social unity and solidarity, which, in turn, allows us to talk about the creation of a common value of mass sports. The research methods included retrospective literature review, analysis and synthesis, systematization and grouping of data, mathematization in the context of frequency determination and modelling. The paper proposed a conceptual model for creating shared value in mass sports, which describes opportunities for the development of sport organizations through addressing social problems and on this basis creating economic value for organizations, local communities, and the economy of the country. The results of the study showed that the concept of creating shared value in mass sports implies not only the achievement of sports results, but also the formation of favorable sociocultural and socio-economic conditions for the development of society and the economy. An important aspect of the concept realization is the integration of mass sports into public life and the creation of conditions for equal access to sport for all groups of the population. In conclusion, it is necessary to develop mass sports and implement the concept of creating common value to ensure the health and well-being of society. The results of the study can be used to develop strategies for the development of mass sports based on joint value creation. The concept of jointly created value in mass sports is implemented at both the state and local levels of government.