Innovative approach to the formation of a strategy for the development of sports activities in a modern university

Sports activities in universities play an important role in the formation of a healthy lifestyle and social skills of students. However, traditional sports management methods are becoming less effective in the context of digital transformation. This article analyzes innovative strategies, including digitalization of sports infrastructure, inclusive programs and financial models. Google Colab software (Python + Pandas, Matplotlib, Scikit-learn) is used to model strategies. The results of the study show that digitalization contributes to a 15 % increase in student engagement, the development of distance training and the personalization of physical education. Inclusive initiatives expand the accessibility of sports for students with disabilities, and innovative financial mechanisms enhance the sustainability of university sports. Based on the data obtained, recommendations for improving the university’s sports policy are formulated.