Sports phygitalogy as a response to the challenges of digital transformation in the physical culture and sports sphere

Relevance. The article provides an essential overview of sports phygitalogy, a new scientific field that combines sports science, digital pedagogy, cyber-pedagogy, phygital pedagogy and psychology. It is based on the theory of human cybersocialization, which explains the emergence of Homo sapiens cyberus, a person socialized in cyberspace. This has led to the formation of Homo sapiens phygitalis, a rational human being who is socialized in both the physical and virtual worlds. Sports phygitalogy studies the development of sports in the context of this convergence, exploring the patterns, principles, and technologies that shape modern sports. It aims to understand how sports are influenced by the digital and virtual world, and how this impacts athletes, coaches, and fans. The subject and object of sports digitalology, its methodological principles, and its socio-pedagogical significance in the context of digitalization of sports activities are defined. Methods and research organization. The study used a retrospective analysis of scientific articles from the scientific electronic library Elibrary.ru, using the following queries: “phygital”, “phygitology”, “phygitalogy”, “sports phygitology”, and ‘sports phygitalogy”. The research also employed methods such as induction, deduction, abstraction, synthesis, and generalization; as well as pedagogical modeling and design methods. Results. The article discusses the author’s idea of sports phygitalogy, which is a system of knowledge about phygital sports and their role in the development of the individuals and society. It outlines the subject, object, main sections, principles, and immediate research prospects of sports phygitalogy. The author provides definitions for terms such as “sports phygitalogy”, “sports phygital psychology”, “sports phygital pedagogy”, “ethnophygitalogy”, and “sports ethnophygitalogy”. Conclusion. Sports phygitalogy is a theoretical discipline that also acts as a practical mechanism for ensuring the sustainable development of sports in today’s world, where the physical and digital realms are converging. This field has the potential to influence the way we think about the values, technologies, and social aspects of modern sports on a systemic level.