Under the umbrella of the Data Science and Sports Lab (DSSL), researchers from the Institute of Sports Science and the Methods Center of the Faculty of Economics and Social Sciences join forces with colleagues from other institutions and universities in order to explore different topics at the intersection of economics, psychology and sports science by analyzing (big) data from sports settings using LLMs, computer vision, and other machine learning methods. In several ongoing projects, organized in six research areas, we intend to enhance our understanding about the behavior of athletes, fans, referees, and managers in competitive environments.