Digital Marketing Strategies of Sports Organizations in the Function of Increasing Citizen Participation in Sports and Recreation

This paper analyzes the effect of modern digital marketing strategies of sports organizations on increasing the involvement of citizens in recreational activities. The focus is on multi-channel content distribution models (OTT and FAST), socialfirst approaches and AI-based personalization. The research is based on secondary data that are standardized and recombined into a simulated dataset of 20 units, which enables the application of basic statistical techniques. Descriptive analysis, Poisson GLM models, and nonparametric tests were applied to assess the impact of digital strategies on digital reach and audience response. The results of the Poisson GLM model show that FAST platforms have the strongest positive effect on the number of views (β = 0.4539; p = 0.0661), while OTT platforms have a moderate, but statistically insignificant contribution (β = 0.337; p = 0.1708). The number of digital channels shows a weak negative effect (β = –0.1123; p = 0.2055). Ttest does not confirm that AI personalization significantly affects the open rate (p = 0.8582). The findings indicate the existence of a positive, but limited statistically substantiated trend in favor of multichannel and FAST distribution models. Limitations arise from a small and simulated sample, which reduces the possibility of generalizing the results. However, the paper contributes to the literature by connecting digital platforms with the potential to increase the information and motivation of citizens in the field of recreational sports. In addition, the results of the research indicate that the effects of modern digital marketing strategies depend on the way they are integrated and optimized, and not exclusively on the number of channels used. Of particular importance is the quality of content and the adaptation of communication to specific target groups, which creates the preconditions for a long-term increase in the participation of citizens in sports and recreation.