ROLE AND IMPACT OF STAKEHOLDERS ON THE ENVIRONMENT OF A SPORTS CLUB

Modern sports clubs operate today in a changing and turbulent environment within a diverse group of stakeholders.This means that it becomes necessary to search for dynamic solutions that will allow decision-makers to conduct their activities in a way that will enable them to direct the organization towards fulfilling short-, medium-, and long-term expectations of stakeholders in the best way.Given the emergence of global changes in the proximal and distal environment, including the development of information technology, sports clubs are forced to deal with new challenges and anew not only create their own strategic map of interested groups, but also re-define it and define their role and impact on the shaping of the environment, in which they are required to achieve sporting, economic and social objectives.The aim of the article is to present specific groups of stakeholders of a sports club and their potential impact on the development of its environment, and thus the need for changes in the management practices