The role of communication and investment in physical culture and sports as components of a healthy lifestyle

Autores/as

  • Yaroslav Leonov Department of Physical Culture Management, Kharkiv State Academy of Physical Culture, Kharkiv, Ukraine. https://orcid.org/0000-0001-8837-5744
  • Oleksandr Lohvynenko Department of Theory and Methods of Physical Education and Sport, Faculty of Human Health and Natural Sciences, Drohobych Ivan Franko State Pedagogical University, Drohobych, Ukraine. https://orcid.org/0000-0001-6417-7006
  • Tetyana Lohvynenko Department of Social Pedagogy and Correctional Education, Faculty of History, Pedagogy and Psychology, Drohobych Ivan Franko State Pedagogical University, Drohobych, Ukraine. https://orcid.org/0000-0003-4416-216X
  • Anatolii Kharakhaichuk Department of Physical Training and Human Health, Faculty of Pedagogy, Regional College “Kremenchuk A. S. Makarenko Humanitarian and Technological Academy” of the Poltava Regional Council, Poltava, Ukraine. https://orcid.org/0009-0000-6037-7123
  • Tetyana Kuryllo Department of Physical Education and Sports, Zhytomyr Polytechnic State University, Zhytomyr, Ukraine. https://orcid.org/0000-0001-8278-2621
DOI: https://doi.org/10.6018/sportk.644811
Palabras clave: Sports Industry, Sports Business, Football Industry, Sports Products and Services, Sports Market

Resumen

Regular physical exercise is linked to improved health, longevity, and a lower risk of chronic diseases. This study explores the role of communication in promoting a healthy lifestyle through the popularisation of physical culture and sports, and examines the economic impact of such activities. It investigates how communication contributes to promoting a healthy lifestyle through sports and the effectiveness of investments in these areas. The study employed theoretical research methods, including analysis, systematisation, and generalisation of contemporary literature. Sports significantly impact the economies of numerous countries, driving substantial financial investments and employing large workforces. Effective communication is crucial for entrepreneurship in sports, as it enables the creation of strong networks and media engagement, providing essential information for better decision-making. Startups that blend communication and economic strategies have become increasingly popular, with examples like FuboTV, Dream11, and SeatGeek demonstrating success. Investments in professional sports teams are distinctive due to risks such as unpredictable outcomes and fluctuating stock prices. Fans, often small shareholders, tend to prioritize a team’s long-term goals over immediate profit. Additionally, some companies invest in sports not just for financial returns, but also to boost brand recognition and increase product sales.

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Publicado
09-01-2025
Cómo citar
Leonov, Y., Lohvynenko, O., Lohvynenko, T., Kharakhaichuk, A., & Kuryllo, T. (2025). The role of communication and investment in physical culture and sports as components of a healthy lifestyle. SPORT TK-Revista EuroAmericana de Ciencias del Deporte, 14, 5. https://doi.org/10.6018/sportk.644811
Número
Vol. 14 (2025)
Sección
Artículos

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