Abstract
The economic attractiveness of the sports industry has been growing rapidly over the past decades. Nowadays, sport is not only an active pastime, but also a business option, as well as a key area of the economy where entrepreneurs can get a stable profit. Sports popularization and development, first of all, plays an important social role in the life of the whole society. But at the same time, physical education and sports have a direct impact on the economic sphere of the state and society, on structural changes in the consumer behavior, foreign economic relations, improvement of the human capital quality, and many others. Like any other business sector, sports industry is developing according to the laws of business activity. The main criterion for its effectiveness is profit. The author examines prerequisites for increasing private capital in the field of physical culture and sports, analyzes the main problems of attracting it, and their importance for the economic sphere. The key features of investing in sports activities on the territory of the Russian Federation were also described. It is concluded that in order to retain and stimulate cash flows to the sphere of physical culture and sports, the state needs to take a number of measures in the near future, such as: the formation of a clear mechanism for providing preferential loans; maintaining a balance between the private interests of business and the social objectives of the state; unification of the terminology base of technologies, goods, devices and equipment, and others.
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