The phygital movement in the international sports system: development prospects following the multisport tournament “Future Games 2025” in Abu Dhabi

Relevance. The digital transformation of the sports industry requires a scientific understanding of the processes of institutionalizing phygital sports and developing methodological frameworks to assess its socio-economic impact. The aim of this research is to measure the media coverage of the “Future Games 2025” tournament, identify trends in viewer behavior, provide practical recommendations for event organizers, and identify promising directions for phygital sport development. Methods. The study is based on an analysis of primary quantitative data from online broadcasts of the tournament (December 15–23, 2025, in Abu Dhabi) across 10 different disciplines on the Twitch, YouTube, and VK Video platforms. Descriptive statistical analysis, comparative analysis, and correlation analysis (using Pearson’s coefficient) were used. Results. The total audience exceeded 32 million views. The dominance of mobile disciplines (MOBA Mobile: MLBB – 39.0% of the total reach) and the regional VK Video platform (88.7% of recorded views) was observed. A weak positive correlation was found between the prize funds of disciplines and their media popularity (r = 0.34), suggesting a structural imbalance in investment. Conclusion. Phygital sports are entering a phase of widespread institutionalization, which necessitates the development of novel methodological approaches for assessing economic efficiency and optimizing investment models.