The research topic of this paper is the use of data science in sports. Since sport is becoming an industry that generates more and more money year after year, there are increasing financial differences both at the national and global levels. And while closed competition systems like basketball's NBA league manage to maintain competitiveness, in other sports like football it is increasingly difficult. Sponsorship contracts and contracts for broadcasting rights have allowed certain sports teams to stand out from the competition. This allows them to invest more in their functioning, which consequently leads to new successes and even more income from prize funds. It is precisely for this reason that more and more clubs are willing to take risks and look for alternative ways to remain competitive. Therefore, the application of data science and information technology is finding more and more places in the world of sports. Looking for ways to operate differently, many clubs have decided to transform their operations through the use of data. In this way, they seek a comparative advantage over others and try to reduce the gap between themselves and richer competitors. If this approach is given the opportunity, it can bring a result that is visible in the examples of numerous clubs, and is presented in the fourth chapter of this paper. However, the use of technology is not just a trend in professional sports. Namely, there are more and more recreationists and ordinary people who use various forms of technology in their daily life, among other things, to improve their sports. Whether it's wearable technologies like smart watches or data analysis, sports activities are increasingly supported by the use of technology. Therefore, the practical part of the work (chapter 5) provides an insight into how well the citizens of the Republic of Croatia have become familiar with certain technologies. It is also investigated how much they themselves engage in sports activities on a weekly basis, and whether they use with the help of certain technologies, but also how familiar they are with examples of the use of technology in the world of professional sports.