Currently, in connection with the development trend of spectacular entrepreneurship, business entities maximize their own profit by scaling up business ideas based on the entrepreneurial event core. In the sports industry, for example, there are plenty of such events: football matches, hockey leagues, car competitions (Formula 1, Formula 2, Formula 3, Formula E). However, aspects of commercialization and monetization often do not coincide with the moral and ethical principles of sports and athletes themselves. As a result, discussion points arise that are on the verge of business and sports. This problem determined the research topic, its goals and results.The aim of the article is to highlight the principles of the entrepreneurial culture of the sports business based on the determination of the moral and ethical aspects of socially oriented activities of sports organizations.The following methods were used such as the methodological apparatus of the study: initial models of economic science; organization life cycle theory; theory of entrepreneurial culture.The main results of the study are as follows: the concept of entrepreneurial culture is defined; 3M levels of its development in the economy are highlighted; presents the relationship of the life cycle of organizations with the sports industry; The principles of entrepreneurial plasticity of the sports business are highlighted; examples of sports ethics of the sports business are given.For the first time in the theory of business economics, the category of «entrepreneurial plasticity» has been singled out, by which the authors understand the function of a business in responding to key moral and ethical principles of entrepreneurial and socially oriented activities, their preservation, compliance, adaptation and scaling.The results of the study can be used by entrepreneurial structures of the sports industry.