The article raises the problem of using the educational potential of virtual museums. It is noted that virtual museums are a new organizational form of the modern system of informal education. Thanks to the availability and openness of museum funds, it becomes possible to acquaint young people with the artifacts of culture and social life. The exposition fund of the virtual museum of bookmarks created in Germany is analyzed. The thematic field “sport” is chosen as the object of research. Based on content analysis, the frequency of manifestation of this concept is revealed. On the basis of cluster analysis, the belonging of the exhibits to various sections of the virtual museum is established. It is concluded that sport is presented as a subject of three clusters 1) financial savings for sports, 2) advertising lifestyle and sporting goods and 3) world-class sporting events. The assessment of the peculiarities of presentation of the content of bookmarks on the subject of sports creolized texts is given.