Management of Sports Organizations in the Setting of Economic Instability

Amid global economic instability driven by inflation, sanctions, and geopolitical crises, the sports industry faces significant challenges that require business model adaptation. This article examines key trends impacting sports organizations in 2020– 2024, including rising costs (logistics, energy, salaries), declining sponsorship and media revenues, the effects of sanctions, and digital transformation. A comparative analysis of cost dynamics in Europe, Russia, and the Republic of Tatarstan reveals differences in the scale of price increases and adaptation strategies. Special attention is given to the Russian sports market, which, despite isolation, demonstrates potential through import substitution, reorientation toward Asia, and the growth of esports. Using SWOT analysis, the study identifies promising directions for sustainable development, such as digitalization (NFT, streaming, AI), hybrid fan engagement models, supply chain localization, and government support. The conclusion presents crisis management strategies successfully implemented by leading global sports clubs and provides recommendations for Russian organizations to mitigate risks in an unstable economic environment.