MANAGEMENT IN SPORTS – CONTEMPORARY COORDINATES OF ORGANIZATIONAL PERFORMANCE

The contemporary sports industry is characterized by accelerated professionalization, digital transformation, and increasing competitive pressure. Sports organizations are no longer evaluated exclusively on sporting outcomes, but also on managerial efficiency, governance quality, and their capacity to generate sustainable economic and social value. This paper analyzes the main coordinates of sports management, focusing on strategic management, digitalization, human resource development, governance, and organizational performance. Based on a conceptual and analytical approach grounded in specialized literature (1)(2)(3)(4), the study emphasizes the importance of integrated management models capable of enhancing competitiveness, institutional legitimacy, and long-term sustainability in sports organizations.