This paper explores approaches to managing the field of physical culture and sports based on the theory of public goods. It highlights the critical role of the state in developing this sector, including ensuring the accessibility of sports goods and services for all population groups and implementing strategic initiatives. The author has developed a conceptual management model for this sector, which considers the diversity of its areas and the interests of various stakeholders. The proposed model identifies the main directions of public economic policy in this field. The practical significance of the study lies in its potential application in developing strategic documents and programs. The theoretical contribution of the research consists in adapting the theory of public goods to address the challenges of managing physical culture and sports.