The article is devoted to the issue of the improvement of athletes and sports organizations' competitiveness assessment in order to justify the necessity of its (competitiveness) legal regulation. The findings of foreign and domestic studies have contributed to the development of integrated model in order to assess the competitiveness of athletes and sports organizations. The results of its adaptation confirm the apodictic character of the model. A comparative analysis of the sports legal regulation in Europe and Russia has underscored the necessity of legal regulation in the sphere of registration and provability of the results of athletic achievements. However, it is notable that the scientific works are primarily devoted to the analysis of sports achievements and exclude the assessment of athletes' competitiveness. Thus, the assessment of athletes' competitiveness will contribute to their promotion in "sports market" and influence the competitiveness of a sports organization.