Abstract
The essay discusses the increasing adoption of innovative technologies in sports management and the complexity of the digital era. The digital era is defined as the period in which digital technology has become an integral part of society, changing the way people interact, communicate, and access information. The essay questions whether we are in a permanent culture of organizational transition in sports management due to the transition from Web 2.0 to Web 3.0 and now to Web 4.0. The author proposes the term "transition management" to describe the organizational culture involving permanent changes caused by the transition to digital forms of production and consumption of sports content, as well as the need to understand the meaning of disruptive innovation and the phenomenon of the "uberization" of sport. The essay highlights the complexities and uncertainties arising from advanced technologies such as artificial intelligence, which can operate autonomously and raise concerns about the relevance of humanity in decision-making about its very existence.
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