The use of technology in different aspects of the sports industry is widespread across the world, affecting sports training, performance, judging, and spectating. However, the integration, deployment, and evolution of technologies in the sports industry ecosystem are still unclear and unexplained. In this paper, we aim to build and explain the conceptual model for deployment technologies in the sports ecosystem in a holistic approach. This conceptual model is based on a literature review and theoretical synthesis, coupled with 15 qualitative unstructured interviews with high-profile sport and technology experts. Then, we formulated 4 hypotheses and confirmed them using 15 qualitative unstructured interviews with technology and sports experts. The in-depth analysis of the literature and collected data let us build the “Clockwork” Model. To better visualize and explain the development of the model of deployment technologies in the sports ecosystem, based on the analysis of theoretical and empirical data, we compare the mechanism of the model with clockwork. Technology deployment is a complicated operational process and involves the continuous sequence of consecutive elements (stages), ideally functioning as a mechanism. Together, the hypotheses underscore the symbiotic relationship between traditional sports infrastructure and technological advancements, highlighting the importance of a balanced and well-functioning ecosystem for overall success and development in the sports industry. All four hypotheses were confirmed during the second set of interviews (N = 15). Furthermore, their synthesis brought us to build and refine the “Clockwork” conceptual model, which explains, articulates, and visually demonstrates the process of how technology innovations appear and evolve in the sports ecosystem; in other words, the continuous and cyclic process of technology implementation and deployment.
