A Sport Governance Framework for Institutional Safeguarding Against the Reduction of Sport-as-Business: Operational Efficiency Through Executive Axiological Orientation

Against the prevailing paradigm that reduces athletic organizations to the logic of "sport-as-business" and short-term financial performance, this study proposes a conceptual governance framework designed to safeguard the unique institutional essence and integrity of sport. By integrating Upper Echelons Theory with process engineering and continuous improvement methodologies, the model demonstrates that systemic integrity is not a cosmetic addition, but rather functions as a technical quality standard. It establishes how executive axiological alignment is operationally deployed through procedural process mapping—specifically anchored in Professional Sports Direction and continuous quality tools (PDCA cycle)—thereby mitigating institutional capture, closing the space for symbolic governance, and optimizing operational efficiency, long-term organizational sustainability, and public legitimacy.