Digitalization of the economy and society, which involves the introduction of digital technologies and digital platform solutions, is a means and one of the prerequisites for successful development of not only the socio-economic sphere but the state as a whole. Physical education and sport, acting as a tool to improve nation's health, are among the areas that need to be reformed, transformed in accordance with the modern level of development of science and technology. Objective of the study was to scientifically substantiate the model of introduction of digital technologies in the physical culture and sports sector management at the regional level. Methods and structure of the study. The research methods applied to implement the project involved analysis and synthesis (the project development was carried out in accordance with the requirements of the normative legal documents), brainstorming. This issue is considered at the regional level - in the context of addressing the strategic tasks of development of the Sverdlovsk region. Study results and conclusions. The project aims to attain the long-term strategic goals of development of the Sverdlovsk region by means of physical culture and sports through the consistent implementation of services and solutions in terms of the latest achievements of digital technologies. The project was designed to be implemented through the creation and introduction of smart services in three directions: 1) development of physical culture and mass sports; 2) improvement of physical culture and sports sector; 3) development of children's and youth sports and elite sports. At the same time, it is planned to introduce the Physical Culture and Sport smart service within the engineering and technical areas defined in the "Concept of Building a "Smart Region" in the Sverdlovsk region": "smart" way of life, "smart" people, "smart" management, "smart" environment.