BUSINESS OPERATION OF SPORTS FACILITIES IN THE AGE OF DIGITAL TRANSFORMATION AND ARTIFICAL INTELLIGENCE

Over the past few decades, sports have increasingly taken on the form of a commercial activity focused on the sports market, profit generation, and the application of supply and demand laws for goods and services. Starting from a psychological and physiological need, through the development of civilization, sport has evolved into a significant social phenomenon and value, with strong political, economic, cultural, and ethical aspects. Today, sport represents a form of entertainment and a way of spending leisure time for a large part of the population. The development of digitalization and artificial intelligence has enabled the professionalization of sports, improving quality, but also raising demands in terms of technical conditions and sports equipment. Managing sports facilities with the help of digitalization and artificial intelligence includes various activities that enable the eficient functioning of the internal structure of each organization oriented toward market goals: human resources management, production processes and materials, marketing, finance, and risk management. The planning and construction of a sports facility must meet principles and functions relating to capital costs, revenue effects, user satisfaction (including visitors), and the facility’s functionality for athletes and sports management in the context of training, competition, and recreation.