Moscow, Russian Federation
employee from 01.01.2020 until now
Financial University under the Government of the Russian Federation (Fizicheskogo vospitaniya, starshiy prepodavatel')
employee
Military Educational and Scientific Centre of the Air Force «Professor N.E. Zhukovsky and Y.A. Gagarin Air Force Academy» (Fizicheskogo vospitaniya, starshiy prepodavatel')
employee
Russian Federation
Introduction. Digitalization in sports influences the formation of development trajectories of organizational structures. As a result, there is a need to use new digital solutions to optimize their work. The purpose of the study is to systematize the main theoretical and methodological principles about digital resources and SMM-tools that contribute to the effective promotion of sports goods/services on the Internet. Methods: analysis of information (textual, digital) on the research problem, logical-intuitive methods, system analysis method. Conclusions. Improving the activities of a sports organization involves the active use of marketing in social networks, ensuring the promotion of goods/services on relevant media platforms, the presence of the company’s brand on Internet platforms, and the formation of a positive image of the organization. The effectiveness of optimization depends on achieving the planned values of the target indicators of the SMM strategy
sports and fitness services, optimization, digital resources, smm-tools
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