Enhancing the image of the sport "Ultimate Frisbee" in the student environment

The purpose of the study is to develop a program to enhance the image of the sport 'ultimate frisbee' within the student environment. Research methods: survey, content analysis of survey results, analysis and synthesis of specialized literature, SWOT analysis, pedagogical design. Research results and conclusions. Based on the results of the content and SWOT analysis of university student survey materials, the key image characteristics and an image profile of ultimate frisbee have been identified, along with an assessment of its strengths and weaknesses, as well as opportunities for improvement and risks of image deterioration for this sport. A program for developing the image of ultimate frisbee within the student environment has been developed, comprising five strategic directions: positioning ultimate frisbee as a serious sport; creating a professional sports environment and developing infrastructure; promotion in the media space; integration into educational and youth environments; and fostering a sports community and the ultimate frisbee brand.