Conceptualization of sport as a business in the Ukrainian sports press of the XX—XXI centuries

The article considers the paradigm of sport as a socio-cultural phenomenon through the mode of business in the Ukrainian sports media during the XX—XXI centuries, outlines and substantiates the transformation of the image of sport as a business in Ukrainian journalism in the Soviet period and the independence era, describes the causes of sports and business. The Ukrainian sports media of the period of independence are determined, where the concept of sport as a business is most often presented, the most representative materials of conceptualization of sport as a business are analyzed and tokens related to the economic layer of Ukrainian vocabulary are determined. The characteristic dominants of publications representing the relationship between business and sports are outlined, and three information vectors of the paradigm of sports as a business are singled out: 1) information on the budget of clubs, sports organizations, companies, amounts of transfers and contracts of athletes and coaches; 2) information on the payment of fees, bonuses for successful performances; 3) advertising and information about sponsors, partners, investors, which are related to information that reveals the economic component of sports. Analyzed on specific materials and substantiated the symbiosis of media, public relations and advertising communication effect in the coverage of the image of sport as a business, argued the use of athletes' names in publications as an invariant of productive advertising and image technologies to create and position brand advertising for sports product, lobbying the image of certain organizations. The invariants of the symbiosis of the paradigm of sport as a business with other modes of sport (crime, entertainment, art) as a factor of expanding the variable range of sports and identified its sanogenic effect to enhance the effectiveness and efficiency of sports publications are identified and characterized.