The use of Big Data has become an essential part of today’s business. Data is present wherever you turn your head, whether looking at new innovative business opportunities, optimization and automation of existing business models, or getting rid of old habits. Recently, different types of tracking technologies have been introduced in the professional football industry, which offers the coaches full insight into how far players run, where they run, their directional shift, pace, accelerations, and how often and how long the players stand still. This technology offers an opportunity to optimize the sporting conditions of the teams through digital transformation. By applying the framework ‘Multidimensional Value Categories’, this paper contributes to practice by suggesting how tracking technologies can contribute to business value in professional football organizations, and to theory, by identifying obstacles and dysfunctional effects related to this value creation.