7The combination of information delivery, mathematical support and essential consulting discussed here under the generalized umbrella of ‘analytics’ is quite new and ambiguous, especially in terms of sport theories and practices (e.g. Alamar, 2013; Miller, 2016). A brief glance at the history of analytics suggests that it encompasses a number of branches of applicative mathematical approaches, means and tools that are sometimes grouped together. In the view of A. Cooper (2012b), these fields may be identified analytically with statistics, business intelligence, Web analytics, operational research, artificial intelligence, social network analysis and information visualization.