The current state of digitalization in the field of physical culture and sports

The paper analyzes the current state of digitization in the field of physical culture and sports. Factors affecting the processes of digitization in the field of physical culture and sports have been identified. The main trends of digitization in the field of physical culture and sports in nowadays conditions are characterized, namely: artificial intelligence (AI); virtual reality (VR), augmented reality (AR) and mixed reality (MR); Over-The-Top Content (OTT); eSports; Dark Social Media; data monetization; blockchain and NFT (Non-fungible tokens). It has been proven that digital technologies make it possible to collect process and transmit information much more efficiently, to qualitatively change the methods and organizational forms of training highly qualified athletes and coaches, as well as to conduct physical culture and recreational work with the country’s population.