Digital Strategies of Sports Organizations and Youth Engagement in the Function of Developing Healthy Lifestyle Habits: Secondary Data Analysis

This paper analyzes how modern digital marketing strategies of sports organizations – including socialfirst content, video formats, real-time communication and multi-channel distribution models – affect youth engagement and the promotion of healthy lifestyle habits. The research is based on contemporary theoretical approaches to physical education and youth sports and examines how digital content can motivate young generations to be more actively involved in sports and recreational activities and to develop positive patterns of health-related behavior. The empirical part of the paper is based on the analysis of secondary data sources and the application of statistical methods, including descriptive statistics, correlation tests and multiple linear regression. The results show that the model explains approximately 30% of the variance in youth engagement rate (ER). The socialfirst content variable has a statistically significant effect (p < 0.01), while video content and real-time formats show positive, but statistically insignificant coefficients. Datadriven approaches recorded an effect close to the significance level (p ≈ 0.055). Correlation analysis indicates moderate positive relationships between ER and the share of video content (r = 0.365) and real-time format (r = 0.178). Despite the limitations of a small and partially standardized sample, the findings show a positive trend in encouraging youth engagement through modern digital formats. The contribution of the paper is reflected in connecting digital marketing with modern concepts of physical education and youth health, and in pointing out the potential of digital strategies to contribute to the promotion of sports behavior and active lifestyle.