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The article examines the term "Sportstech", which refers to a range of high-tech projects in the sports industry. It discusses the current state and future prospects of this field both globally and in Russia. To conduct the research, 202 structured interviews were held with industry experts, secondary data from public sources was analyzed, and Russian examples were compared to international ones. The Russian Sportstech market is a promising area for the development of technology and business, albeit it is currently in its early stages of growth compared to other countries’ best practices. Despite sanctions and restrictions, investments in this field continue to increase due to government initiatives and opportunities for import substitutions. The potential of the domestic market and the development of infrastructure are important factors in supporting and promoting entrepreneurship in this sector.
innovative technologies, entrepreneurship support, sports technology market, sports industry, sports entrepreneurship, sports innovation, sportstech, technological entrepreneurship, digital transformation
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