Abstract

Objective of the study is to identify changes in the social factors influencing the socialization of young athletes in the context of modern sports. Methods and structure of the study. The study involved a theoretical analysis of sources, a comparative assessment of socialization factors in retrospect (Soviet, post-Soviet, and modern periods), and a synthesis of the practical experience of sports organizations. Results and conclusions. It has been shown that the social roles of the family, the coach, the team, and the information environment have changed dramatically in recent years: the family has become an investor, the coach a manager, and the team a project team. Without recognizing this transformation, coaches and psychologists will apply outdated methods of education and social adaptation, leading to decreased motivation and burnout among young athletes. Furthermore, taking into account contemporary risks-including overinvolvement of parents, commercialization, informatization and digitalization, early burnout, and legal vulnerability-enables the development of preventive measures. Addressing social factors makes it possible to purposefully develop the necessary competencies in athletes regarding financial literacy, personal brand management, and critical thinking.

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No. 5, pp. 99–99

Published: 08.05.2026

CC BY 4.0