Conceptual foundations of the strategic development of sports organizations

Currently, sports and the development of the sports industry are attracting more and more attention from various segments of the public - from amateurs and fans to professionals and researchers. Modern consumers of sports industry products and services are solvent, which contributes to the active transformation of sports clubs, leagues, organizations, federations, and associations into business projects. The desire for profit is changing the conceptual basis of the strategic development of sports organizations, which is reflected in this study, the purpose of which is to develop recommendations for the formation of effective development strategies to strengthen the position of sports organizations both at the national and international levels. The study examined the main sources of income in the sports industry, types of management strategies for sports organizations, and principles for forming strategies in a sports organization. In the process of studying the existing strategies of sports organizations, it was found that it became important to analyze existing and potential markets, as well as determine directions for current and new products. This approach helped to identify strategic areas of development aimed at strengthening the positions of clubs (using the example of FC Krasnodar) in both the domestic and foreign markets, while ensuring audience growth and increased revenue. It has been established that the application of the market penetration strategy proposed by Igor Ansoff can be an effective solution for the growth and development of sports organizations in Russia in the current conditions.