Proceedings of the International scientific and practical conference “Integrative science, technology and cultural development” (November 10-12, 2025) / Publisher website: www.naukainfo.com. – Barcelona, Spain, 2025. - 141 p.

68 Previous studies have identified the key pedagogical conditions that ensure the formation of professional competence among future specialists in the field of physical culture and sports, as well as outlined effective approaches to optimizing the educational process within the framework of modern pedagogical practice. The obtained results demonstrated the importance of combining traditional and innovative training methods aimed at developing professional mobility, the motivational sphere, and the reflective skills of students [12]. In addition, it was found that a systematic approach to the formation of competencies in the sports sphere contributes to increasing the adaptability, independence, and competitiveness of future specialists, which is crucial in the context of modern educational challenges [13]. The issue of the influence of social networks on the formation of athletes‟ personal brands was studied by D. Leonard, C. Cole, and J. Dart, who analyzed the transformation of athletes‟ self-presentation mechanisms in the digital era. In their research, they concluded that social media provide athletes with tools to increase their personal value, develop individual communication platforms, and build genuine interaction with their audience. The researchers emphasize that social networks contribute to the popularization of sports, help strengthen the emotional connection with fans, and create long-term relationships with the fan community [7]. In his work, J. Dart examines the phenomenon of the digital sports economy and emphasizes that in online communication, users simultaneously become both consumers and creators of content. The author notes that the data generated by users of social platforms are transformed into a commercial resource actively used by advertisers for audience targeting, the creation of personalized advertising, and profit generation. Thus, the study demonstrates a shift in the role of the fan - from a passive observer in traditional media to an active participant in sports content and marketing processes [2]. The topic of the significance of social media in creating brand value within the sports industry was examined by K. Coulter, M. Bruhn, V. Schoenmueller, and D. Schäfer. In their studies, the authors found that digital communication allows sports