The purpose of this paper is to examine the impact that digital technologies have on sports. Sports organisations are pursuing new technologies in order to boost the quality of their entities, not just on the playing field, but also, they are improving their business performance. I will investigate the opportunities that data analysis and digital technologies offer in sports. The main aim is to show the relationship between the use of technology and data, and business and sporting success. It is not enough to just have said technologies and big data if there is not adequate knowledge to professionally analyze data collected and if the users do not have the ability to use it in their favour. Therefore, the technology and data application has to go through a qualification process to ensure that the applied data co-exist with a context of competent knowledge sharing, individual and organizational learning in order to positively affect sporting and business performance. This paper will help readers understand how clubs and individuals use digital technology and data to their own advantage and with plenty of examples and figures provided, readers will be introduced to key trends in digital technologies in sports.