In the context of rapid technological development, digital transformation has become a key factor for organizations in all industries, including the sports industry. The introduction of innovative digital solutions is radically changing the approaches to management, fan engagement, training, and the commercialization of sports products. Successful adaptation to these changes requires not only investment in technology, but also the development of an appropriate organizational culture and the acquisition of relevant digital competencies by staff. This paper analyzes classical and modern approaches to strategic planning and highlights the specific features of the sports industry that influence the process of digital transformation. The article provides a detailed review of the concept and classification of digital competencies, as well as their role in the strategic development of organizations. Special attention is given to the methods and tools for developing these competencies, including corporate training programs, online courses, mentoring, and the creation of digital competence centers. Based on the results of the study, the article presents key findings and practical recommendations for developing digital competencies and managing change in the sports industry.
digital transformation, sports industry, strategic planning, digital competencies, change management, innovation, personnel, training, adaptation, and organizational culture
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