Educating sports managers for the sport industry 5.0 era: synergy of digital competencies and human-centric approach in the labor market.

OBJECTIVE: This study aims to analyze emerging labor market demands for sports managers in the context of Industry 5.0 and to evaluate the current level of graduates' professional preparedness, with a specific focus on the integration of digital competencies and a human-centric approach. METHODS: A qualitative research design was employed using semi-structured interviews with two stakeholder groups: sport organization representatives (n = 17) and sport management graduates (n = 11). The study followed a hybrid deductive-inductive analytical approach supported by MAXQDA software. Thematic development was based on open, axial, and selective coding, while credibility and dependability were strengthened through triangulation, memoing, and an audit trail. RESULTS: The findings reveal a fundamental shift in competency requirements within the Industry 5.0 environment. While graduates demonstrate adequate theoretical knowledge, they lack the ability to strategically integrate digital tools into managerial practice. Significant deficiencies are identified in soft skills, particularly in accountability, resilience, and communication. The study also highlights a persistent theory-practice gap and emphasizes the growing importance of experiential learning, international exposure, and continuous professional development. CONCLUSION: The study concludes that future sports managers must develop a synergistic combination of digital literacy and human-centric competencies. Bridging the gap between academic education and labor market demands requires a transformation of educational models toward experiential learning and the systematic integration of digital tools into curricula. These changes are essential to ensure long-term adaptability and employability in the evolving sports industry.