Data reliability issue and approaches to data verification in assessing the Russian sports market and its segments

Introduction. Assessment of the scale and structure of the Russian sports market is crucial for public planning, infrastructure development, entrepreneurial decisions and investment analysis. However, mass sport statistics, facility utilization data, and sporttech market studies often use different objects of measurement, making it difficult to compare them. Objective – to critically analyze current approaches to assessing the Russian sports market and propose a methodological framework based on the cross-verification of departmental, demographic, infrastructure, and market data. Materials and Methods. A critical comparative analysis was conducted using federal statistical observation data, Rosstat demographic indicators, the Accounts Chamber’s reports, sport tech market research, and international methodological works. Results. The study shows that the level of population involvement in sports depends critically on several factors, including age, the definition of regular participation, and the treatment of duplicate records. The findings of the Accounts Chamber point to risks of biased reporting and underutilization of newly built sports facilities. Aggregated sports technology indicators, such as investment volumes and business model shares, are not suitable for evaluating specific product niches. Economic data from Rosstat and aggregated financial statements from organizations can provide a more complete picture, but they require detailed information at the segment level. The study also reveals extreme unevenness in the availability of data across different market segments. Conclusions. To improve the reliability of industry analysis, it is advisable to consider several factors, including potential audience size, actual facility utilization, sales, paid participation slots, customer structure, and sources of financing. A segment-based approach can help define the user, payer, addressable audience, and demand constraints for each market segment. A realistic assessment of the sports market should be based on a system of mutualy verifying independent sources.