The article presents the main approaches and risks of financing physical culture and sports in universities, as well as the resulting problem of involving students in the sports life of a higher educational institution. Student sports clubs and sections have a number of problems, without solving which it is impossible to establish effective work with students. The main link in solving this problem is to expand and change the ways of financing physical culture and sports. The financing system is highly dependent on the country's budget, so it is quite vulnerable during periods of crisis. But nevertheless, at the moment you can earn good money on sports, provided that professional economists will be engaged in marketing and management. That is why this article has proposed the main ways and methods of promoting physical culture and sports to make a profit from it
problems of financing, physical culture, promotion, involvement of students, resources of higher education
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