JUSTIFICATION OF DIGITAL TRANSFORMATION OF FOOTBALL CLUBS IN UKRAINE AND ABROAD

Abstract

The article examines digitalization as one of the key drivers of modern economic development and an important factor in the digital transformation of professional sports organizations. It is emphasized that digital transformation goes beyond the simple implementation of digital technologies and involves qualitative changes in business processes, business models, communication channels, and monetization methods, especially within digital platforms. Approaches to understanding digital transformation are analyzed, in particular the concept of transforming customer experience, operational processes, and business models. The aim of the study is to identify the features of digitalization of professional football clubs in Ukraine and abroad. The methodological basis of the research includes theoretical analysis of scientific and methodological literature, pedagogical observation, and mathematical and statistical data processing. Based on the Balanced Scorecard model, an expert analysis of digital maturity and innovative development of three leading Ukrainian football clubs («Dynamo», «Oleksandriya», and «Shakhtar») was conducted across four dimensions: finance, customers and products, business processes, personnel, and resources. In order to identify real barriers and prospects for digital transformation within a specific national championship, data from the 2024/2025 season of three football clubs of the VBET Ukrainian Premier League 2024–2025 («Dynamo», «Oleksandriya», and «Shakhtar») were analyzed. The research results indicate significant differences in the level of digital maturity among the clubs and reveal a number of problems, including the lack of long-term digital transformation strategies and limited investment resources. At the same time, FC «Shakhtar» demonstrates the highest overall level of digitalization, while FC «Dynamo» is a leader in the business processes dimension. The conclusions substantiate the feasibility of using startup projects as an effective tool for accelerating digital innovations in the Ukrainian football industry and increasing club competitiveness and fan engagement.