Problems and promising directions of corporate sports development in Russia

the purpose of the study is to analyze the current state of corporate sports in Russia, identify the main problems faced by companies, as well as identify promising areas for the development of this field. Methods: as methods, the research used methods of scientific literature analysis, content analysis of data from the ARCS 2024 study, comparative analysis and system generalization. Findings: the study identifies the main problems of implementing sports programs, such as lack of funding, weak motivation of employees and management, and insufficient use of digital solutions. Promising areas for the development of corporate sports are also outlined: the introduction of online platforms, the expansion of the participation of remote employees, the involvement of sports ambassadors within the team and the integration of sports programs into the HR strategy of companies. Conclusions: despite the existing problems, the development of corporate sports in Russia has high potential. The identified problems require a comprehensive approach that will include strengthening internal motivation, optimizing costs, and lobbying for the development of a regulatory framework in the field of corporate sports. The implementation of these promising areas will not only improve the effectiveness of sports programs, but also make corporate sports a sustainable tool for improving employee health and developing corporate culture.

corporate sports, physical activity, health, sports programs, motivation, corporate culture