This study delves into the simultaneous adoption of digital technologies (DTs) and sustainability practices within the sports industry to gain insights into how organizations manage these dual transitions. Integrating digital technologies has profoundly impacted various facets of sports, such as fan engagement, athlete performance analysis, and operational efficiency. Concurrently, the industry increasingly emphasizes adopting sustainable practices to address environmental concerns and enhance social responsibility. The research methodology involves conducting focus group discussions with key stakeholders from diverse backgrounds within the sports industry. These discussions delve into the challenges, opportunities, and strategies associated with digitalization and sustainability in sports organizations. Through thematic analysis, the research analyses the key drivers and actors in DTs adoption in baseball. It sheds light on how sports organizations’ twin transition toward adopting digital technologies and sustainability practices. It underscores the importance of integrated strategies that harness digital innovations while aligning with broader sustainability objectives in the sports industry and provides insights into government management and sports practices.