Sports traditions as a component of social capital of educational institutions

The article reviews the content of sports traditions of educational organizations as a social capital. The study shows the place of sports traditions in the social capital of educational organizations and emphasizes their role in the universities development. The author notes that the social capital of sports traditions can be converted into image acquisitions for both universities and students. The research finds and reveals the content of different states of sports social capital of educational organizations, namely embodied, objectified and institutionalized states.