LAUSR

Sport entrepreneurship has rapidly gained popularity in the entrepreneurship, management and sports fields due to the way it balances practice with theory. Despite the increased interest in sport entrepreneurship there is still much to know about how sport is entrepreneurial and how it affects other entrepreneurship areas. This means it is crucial to develop new research paths on sport entrepreneurship that incorporate digital technologies that are emerging in the global business environment. This paper focuses on the role of digital transformation in influencing value co-creation activities in sport. This includes focusing on how to take a design thinking approach in order to strategize about future potential innovations affecting sport. Managerial implications and future research suggestions are stated that highlight the interplay between sport entrepreneurship innovation and knowledge.