Perspective on the strategy for transforming higher educational institutions in the field of physical culture and sports into the 'University 3.0' model

The purpose of the study was to attempt to identify a set of typological characteristics (strategic guidelines) that can enable higher education institutions with a physical education and sports profile to achieve the educational model 'University 3.0'. Research methods: qualitative analysis of information sources relevant to the studied issue. Research results and conclusions. A brief description of modern university models is provided. Data is presented that leads to an understanding that, in addition to fulfilling the two classical missions inherent to higher education – educational and scientific – there is now a third mission related to its functioning as an entrepreneurial structure. A list of strategic activities has been defined for the areas of activity of universities with a physical education and sports profile (education, science, innovation, integration, personnel development), the implementation of which can predictively ensure their achievement of the format characteristic of the 'University 3.0' model.