Sports Organisations in Context of New Economy

The paper presents theoretical considerations on the changing organizational conditions in the days of the new economy. The main conceptual idea is to describe a sports organization as example of organizations in mainstream contemporary transformations. The first part of the text it focuses on describing the key changes in the today environment and organizational structures in the context of human capital management. In this light, there is described the characteristics of a sports organizations. The text analyses the determinants of the division of sports and economic goals, and also it describes the role and importance of human capital in shaping the sports product. Thanks to the analysis of the specific objectives of the company sports, the author tries to justify that a sports organization, which is dominated by talent management, diversity management and team building commitment through organizational climate, reflects the kind of organization on the way to the new economy.