Savremeni trendovi digitalne transformacije sportskih organizacija kao poslovnih subjekata
DOI:
https://doi.org/10.51738/kpolisa.2026.2r.mkmvgApstrakt
Digitalna transformacija predstavlja jedan od ključnih procesa savremenog društva, koji utiče na gotovo
sve sfere ekonomskog, društvenog i pravnog života, uključujući i sport. Sport sve više funkcioniše kao
deo digitalne ekonomije i razvija se u profesionalnu i komercijalnu delatnost u kojoj tehnološke inovacije,
informacionе tehnologije i pravni mehanizmi imaju odlučujuću ulogu. U sportu digitalna transformacija ne
podrazumeva samo primenu informacionih tehnologija u okviru postojećih procesa, već i suštinske
promene poslovnih modela, organizacionih struktura i načina stvaranja vrednosti u digitalnom okruženju.
Ovaj rad analizira savremene trendove digitalne transformacije sportskih organizacija kao poslovnih
subjekata, sa posebnim osvrtom na pravni okvir Republike Srbije i njegovu usklađenost sa evropskim i
međunarodnim standardima. Istraživanje primenjuje kvalitativni metodološki pristup, kombinujući
deskriptivno-analitički, normativni i komparativno-pravni metod sa studijama slučaja digitalne transformacije
u sportskim organizacijama u Srbiji. Posebna pažnja posvećena je pravnim i organizacionim aspektima
digitalnog poslovanja, uključujući digitalne registre, elektronske ugovore, sisteme za upravljanje podacima,
digitalne platforme za administraciju takmičenja i angažovanje publike, kao i primenu analitike u upravljanju
sportskim organizacijama. Analiza pokazuje da digitalna transformacija doprinosi profesionalizaciji,
efikasnosti i transparentnosti sportskog sistema, ali istovremeno otvara izazove u pogledu zaštite
podataka, sajber-bezbednosti, autorskih prava i etike. Rezultati ukazuju na to da uspešna digitalna
transformacija sportskog sektora zahteva integrisani pristup koji povezuje tehnološki razvoj, pravnu
regulativu i organizacionu modernizaciju, uz aktivnu ulogu države i sportskih institucija u usklađivanju
domaće prakse sa međunarodnim standardima.
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Sva prava zadržana (c) 2026 Milica Kastratovic, Milica Vasić Garić
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