ABSTRACT
In describing digital business models in sport, it is important to be aware that they are not just a successor to traditional business models. They are better defined as an extended version of the traditional model, taking into account the trajectory of sports enterprises towards digital transformation. Obviously, the aspects of digital business models in sport presented in this publication should be treated as an introduction to the topic and not as a comprehensive overview. To sum up, the digitisation of sports organisations can be considered from two perspectives – the first influencing the performance of athletes, while the second is related to sports club management, including the creation of new fan experiences. A number of issues around digital transformation in sport, including the still not fully exploited potential for value creation in the virtual world show that the trend towards digitalisation is not a passing fad, but a challenge for sports organisations in the years to come.
