“…Much of the literature on digital tools and digitalization has focused on professional sports clubs and analysed the implementation and application of digital technologies in high performance sport. Hence, the use of digital technologies for opening up new target groups and marketing opportunities has been examined in some detail, including sports fans use of mobile apps and online platforms (Kang, 2015 ; McGillivray and McLaughlin, 2019 ; Qian et al, 2019 ), elite athletes use of social media platforms (Geurin-Eagleman and Burch, 2015 ; Chawansky, 2016 ), resistance to digitalization in elite sport (Trabal, 2008 ; Tjønndal, 2020 ), social media activities and corporate communication (Waters et al, 2010 ; Yan et al, 2018 ) as part of sports clubs' branding strategies (Watkins and Lewis, 2014 ; Bertschy et al, 2019 ), and online educational and administrative resources for sports organizations (Sellitto et al, 2016 ; Strachan et al, 2016 ). A notable exception to the literature on technology and digitalization in professional sports is Ehnold et al, 2020 study of voluntary sports clubs and their use of digital tools.…”