SPORTS MANAGEMENT IN THE CONTEXT OF SUSTAINABILITY

This paper explores the intersection of strategic sports management and sustainability, focusing on the perceptions and practices of Slovak sports managers. Through a comprehensive literature review, data analysis from a questionnaire survey involving 177 respondents and interviews with sports managers and sports professionals (n = 3), we identify the key factors influencing the integration of sustainability into sports management. The findings highlight the importance of stakeholder engagement, the challenges faced by sports organizations in implementing sustainable practices, and the role of marketing in promoting sustainability. Our results suggest that despite the growing awareness of sustainability, many sports managers lack the necessary background in management and economics, indicating a need for targeted educational resources. This study contributes to the broader understanding of how sustainability can be effectively incorporated into the strategic management of sports organizations.