Trends in Sports Management

Dominik Schwizer () and Michael Burch ()

Chapter 2 in Data Excellence in Sports, 2026, pp 17-62 from Springer

Abstract: Abstract In this chapter, we will discuss some trends in the field of sports management. We first look into digitalization aspects (see Sect. 2.1) with expanding data volumes, diversification of data types, importance of data quality, complexity of data analysis, as well as interdisciplinary cooperationȦlso professionalization plays a crucial role in this domain (see Sect. 2.2) including the increasing professionalism of data analysis, specialized services and software, the growing importance of data standards, a costly data infrastructure, as well as ethics and data protection. Individualization aspects (see Sect. 2.3) focus on new opportunities for personalization, data as a basis for individual performance diagnostics, an improved injury management, development of custom products and services, and a contribution to personal responsibility and motivation. Commercialization (see Sect. 2.4) includes utilizing data as new revenue sources, optimizing marketing and sponsorship through data analysis, improving fan engagement, enabling new business models, and increasing transparency and regulation. Finally, sustainability (see Sect. 2.5) takes into account data analysis as a way to promote sustainable decisions, uses technologies to enable resource-saving solutions, focuses on data-based communication to strengthen environmental awareness, and looks at transparency and traceability, reaching a sustainable development that is becoming a competitive factor.

Date: 2026
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DOI: 10.1007/978-3-032-10993-4_2

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