PROBLEMS AND PROSPECTS OF SPORTS ORGANIZATION MANAGEMENT IN GEORGIA

Sports organization management involves overseeing the business, operational, and governance aspects of sports clubs, teams, and federations to ensure both financial sustainability and sporting success. This study examines various dimensions of sports organization management, focusing on the existing challenges and development prospects of the sector in Georgia. Sports organization management in Georgia is undergoing a transformation, as remnants of the Soviet-era management model and a high degree of dependence on state funding increasingly come into tension with modern, business-oriented approaches. Despite individual successes, structural problems in the management of sports federations, clubs, and associations remain. Addressing these challenges, however, could create significant opportunities for the modernization and further development of the sector. The following key challenges have been identified: financial instability and dependence on state funding; weak governance and limited transparency; a shortage of qualified personnel; underdeveloped marketing and fan engagement; and insufficient branding. At the same time, the international achievements of Georgian sport in football, rugby, basketball, judo, and other disciplines create important opportunities for the modernization and further development of the sector. This paper analyzes the current state of sports organization management in Georgia, discusses its development prospects and opportunities, identifies potential approaches to addressing the existing challenges, and provides recommendations for improving the management and sustainability of sports organizations.