The attempt to study the process of a new Olympic kind of sports becoming as the social innovation is carried out in this article with the use of the theory of innovational management principles. Thus the initial assumption was, that the process of a new kind of sport becoming in region can be considered as the process of a new social innovation promotion in the regional physical culture and sports system. The substantiation of the strategy of the promotion of the new goods on the consumer market, according to the rules of the innovational management theory assumes the study of the following aspects: the potential readiness of the consumer market; the features of the formation of the social order (consumer demand) on a new kind of goods; market conditions; specific features of the new kinds of goods; the necessary resources required for its promotion in the market. The revealing of the factors determining the formation of the social order (of the consumer demand) at a new kind of sport becoming in the regional physical culture and sports system, on the author's sight, should be based on the study of sources stimulating the becoming and formation of the consumer demand. The applications of the innovational management approaches to the research of the process of a new kind of sport becoming as social innovation is the perspective and informative one.
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