ABSTRACT
Digital transformation is challenging not only the way in which sports organizations are managed but also the volume and the speed of new technologies they implement. The implementation of different types of innovation can increase the efficiency and cost effectiveness of the processes of sports organizations and develop their sport product portfolio and services. However, this is not accompanied by relevant theoretical research. Therefore this chapter proposes a systematic approach in assessing the opportunities and limits of innovation in sports organizations in the light of digital transformation phenomena.
