Abstract
https://doi.org/10.58984/smb2601093n
This paper examines digital transformation in sports and media organizations as a complex process that extends beyond technological adoption to include organizational and managerial change. The study is based on a conceptual review of contemporary literature from the fields of sport management, media studies, and information systems. The findings indicate that successful digital transformation depends on the development of dynamic capabilities, cross-functional integration, and effective data governance. At the same time, increasing reliance on digital platforms and artificial intelligence introduces new challenges related to control, transparency, and trust. The paper contributes to the literature by proposing a conceptual framework that integrates organizational, technological, and managerial dimensions of digital transformation in sports and media contexts. The results suggest that sustainable transformation requires balancing innovation with governance, as well as technological advancement with ethical responsibility and stakeholder trust.
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Key words
digital transformation; sports and media organizations; dynamic capabilities; business model innovation; platformization
