Digital and Institutional Entrepreneurship as a Mechanism for Activating Social and Sports-Oriented Services; The Case of Sports Training

Through this study, we aim to explore and analyze how digital entrepreneurial approaches can be integrated with institutional sports structures, and to highlight how digital and institutional sports entrepreneurship can work in synergy to create a dynamic system that contributes to the activation and expansion of socially impactful sports services. Additionally, the study seeks to understand the current state of digital entrepreneurship in the service sector from a social perspective, and to propose suitable mechanisms for entrepreneurial work in the sports field, particularly for graduates of national institutes specializing in sports training. This is intended to help create added value for society. To achieve these objectives, we adopted both the descriptive and analytical methods to reach the study’s goals and verify the proposed hypotheses. The study led to the following results: Digital entrepreneurship and emerging sports institutions are increasingly emerging as promising mechanisms for revitalizing and delivering broader socially-oriented sports services. By establishing specialized start-ups led by experts in sports training sciences, it becomes possible to offer advanced scientific and practical services aimed at enhancing the performance of athletes and sports teams across various disciplines. Social media platforms (such as Facebook, Instagram, TikTok, LinkedIn, YouTube, among others) play a vital role in showcasing services, promoting these new sports institutions, building influence, generating content, and fostering genuine engagement from sports audiences. This synergy between digital entrepreneurship and emerging sports institutions represents an innovative approach to developing sustainable models for delivering sports training services with a positive social impact. By relying on sports-related applications and service platforms, and leveraging the mechanisms of social media, these institutions can expand the reach of their socially-oriented training services and connect with broader segments of the community.