DEVELOPMENT TRENDS OF COMMERCIAL ACTIVITY IN THE SPORTS FIELD WITHIN THE FRAMEWORK OF THE NATIONAL ECONOMY

Abstract

Recently, continuous dynamic changes in the external environment necessitate the search for new management solutions for both business structures and society as a whole. In turn, sport, as an element of social experience, is capable of exerting a powerful influence on the individual and society. And this influence is not limited to the application of sports principles and analogues at the level of organizations or functional units, it has much greater potential. Competent use of this potential can be an effective tool for making management decisions to achieve a more prosperous and happy society. Modern civilization is changing the environment, social institutions, and the person himself to a large extent. In this regard, physical education is considered not only as a source of social innovations, but also as a means of changing the nature of man (Homo sapiens) as a social individual. This clearly demonstrates the desire of modern researchers to identify the potential of social institutions associated with the restoration of the physical culture of society, to find their internal resources and new opportunities for effective management of socio-cultural processes.

Physical education and sports are an integral part of public life, often rightly called the socio-economic phenomenon of the 20th and 21st centuries, one of the most important elements of the value system created by humanity of our modern culture. Indeed, in our modern era, physical education and sports began to occupy a place in the life of society that it had never occupied before in the history of mankind. Today, many informed economists see sports as a new and very promising sector of the national economy. Therefore, this area is increasingly attracting the attention of economists, managers, sociologists and other specialists in the natural and human sciences. The listed problems of theoretical, methodological and empirical sociological analysis of sports as a social institution in the physical education system of modern Azerbaijani society are of great relevance, theoretical and practical importance. The optimization of the development of social processes in the country also largely depends on their solution.