ABSTRACT
Sport organizations need to foster conditions that encourage creativity as it leads to innovation. This chapter focuses on the role of creativity in sport as it is an important component of innovation. The study of creativity in the process of innovation in the sport industry is a fruitful area of inquiry. The definition of sports innovation needs to emphasize the change and creativity aspects while meeting different types of entities involved in sport including profit, non-profit and government. Organizational innovation is focused on internal processes such as workplace dynamics and it aims to improve work conditions. The use of sports innovation theory as a lens to study sport is important as it enables an understanding of the environmental context and content. Encouraging creativity in sport leads to the maximization of sports innovation. This is becoming increasingly important as creativity can provide ways for sport organizations to continually focus on innovation as part of their competitive advantage.
