The article is devoted to the process of mediatization of a non-political sports event in the digital media space. The purpose of the study is to identify the main tactics and techniques for implementing a communicative strategy for mediatizing a sports incident in digital media on the example of the doping scandal during the 2022 Winter Olympics. The material of the study was a sample of 132 texts devoted to the topic of the doping incident associated with female figure skater in Beijing-22, and published in February 2022 in Russian digital media (electronic newspapers and blogs), adhering to a different value orientations. The main attention is paid to the tactics and techniques of public opinion formation, which are actively used in media discourse. The main techniques of public opinion formation in different types of Russian media are highlighted. As a result of the conducted research, a conclusion was made about the polar opposite interpretations of the same sports incident by different media actors, depending on their value preferences.