INVESTMENT ATTRACTION IN THE FIELD OF SPORTS: MODERN APPROACHES AND THE CONCEPT OF PUBLIC-PRIVATE PARTNERSHIP

Abstract

In today's context of socio-economic transformations, the issue of effective functioning and development of physical culture and sports is of particular relevance. Given the limited budgetary resources, growing competition for funding, and the need to modernise sports infrastructure, attracting additional sources of funding, including investments, is an important prerequisite for the sustainable development of the sports industry. One of the most promising mechanisms for ensuring financial stability and implementing large-scale sports projects is the use of a public-private partnership model. The relevance of the topic is driven by the need to systematically rethink the role and opportunities for public-private cooperation in the field of sports in the context of decentralisation, post-war recovery of Ukraine, and global trends in the integration of sports into economic and social processes. In this context, sport is both a means of physical rehabilitation and an effective mechanism for psychological support, strengthening social ties and creating new life goals for veterans. Public-private partnerships as a form of interaction provide an opportunity not only to attract extra-budgetary funds but also to improve the efficiency of sports infrastructure management, introduce innovative approaches to the implementation of sports programmes and projects, and expand access to quality sports services for citizens, including veterans. The article examines the potential of public-private partnerships (PPPs) as a tool for attracting investment in the field of physical culture and sports in Ukraine, especially in the context of post-war recovery and decentralisation. Emphasis is placed on the legal nature of PPPs, their evolution in the international context, and the possibilities of creating inclusive sports infrastructure with the participation of the private sector. Special attention is paid to the role of sport in the physical and social rehabilitation of veterans. It is noted that the PPP model promotes effective management, innovation, and increased access to quality sports services for citizens. The necessity of developing new mechanisms of state support and balancing the interests of business and society is substantiated.