Reputation as social capital: basic approaches, mechanisms and tools of its formation in the sports industry

This article examines the issues of reputation formation as an intangible capital of a subject, considering the specifics of established traditions in the communications market in the sports industry. The accumulated reputational capital becomes the basis for effective competition for consumers and investors in the face of constant information noise and various external challenges. The quality of reputation management directly affects the monetization and financial efficiency of organizations, and determines the competitive position of Russian sports institutions in modern conditions.