The purpose of the study was to develop a mechanism for training physical education and sports professionals. The methodology included an analysis of the use of innovative methods such as module-rating training implemented at the Kazakh Academy of Sport and Tourism, programmes for the development of digital competencies of coaches through the Open Sport Academy platform, and dual programmes such as the cooperation of the Vasyl Levsky National Sports Academy with Bulgarian sports federations through the Dual Education for Sports Professionals programme. The study found that the training of physical education and sports professionals should be closely linked to labour market requirements, in particular through the integration of modern technologies and increased practical training. The study of the labour market in countries such as Kazakhstan and Bulgaria showed that successful educational programmes should take into account not only theoretical aspects, but also the opportunity for students to gain real-world experience in sports clubs, federations and other organisations. In addition, it has been found that the introduction of dual educational programmes that combine university studies and practical workplace activities has a significant impact on the competitiveness of graduates. An important aspect is also the use of digital technologies, such as online learning platforms and virtual simulators, which allow students to acquire the necessary skills to work in the context of the digital transformation of the sports industry. The practical significance of the study lies in the fact that the findings can serve as a basis for improving curricula and enhancing cooperation between educational institutions and employers in the field of physical education and sports.