THE ROLE OF INTELLIGENT TECHNOLOGIES IN ENHANCING THE COMPETITIVENESS OF SPORTS CLUBS AND THEIR  IMPACT ON REGIONAL DEVELOPMENT

The integration of intelligent technologies into the sports industry has led to profound transformations in how sports organizations function and sustain competitive advantage. This study examines the role of such technologies in enhancing the competitiveness of sports clubs while evaluating their broader impact on regional economic and social development. The main objective is to analyze how digital tools such as artificial intelligence, big data analytics, fan engagement platforms, and smart infrastructure - contribute not only to athletic and financial advancement but also to the stimulation of local business, tourism, and regional identity. The methodological approach combines theoretical review, comparative analysis, and real-world case studies. Findings are expected to demonstrate that the adoption of intelligent technologies enhances organizational performance and long-term sustainability, while also expanding the social function of sport in the context of regional development. The study aims to offer applicable insights for both sports management practices and regional innovation policies.