Transformation of financing mechanisms in the sports industry due to digital financial technologies

The article analyzes the impact of digital financial technologies on the transformation of sports industry financing mechanisms in the digital economy. It examines key digitalization tools: blockchain, tokenization, crowdfunding, artificial intelligence, and digital platforms for interacting with fans. Particular attention is paid to fan tokens as a promising channel for monetization and strengthening fan identity. An analysis of foreign and domestic experience in implementing digital solutions was conducted, and regulatory, technological, and organizational barriers were identified. An integrative model of digital transformation is proposed, including the development of educational programs, the creation of secure blockchain platforms, and the implementation of AI systems for revenue forecasting. The results of the study can be used to improve government policy in the field of sports digitalization and to support partnerships between sports clubs, investors, and digital services.