The purpose of this paper is to describe how a technical university have endeavoured into sports. This short paper will provide examples of a different approach to research in sports combined with technology. Chalmers University of Technology in Gothenburg, Sweden has for the last few years become engaged into research using sports as an application area for applied research. The research efforts has utilised the way that sports are organised in Sweden, with the sports confederations and clubs providing the problem areas to base the research around. For the university several aspects have been key in the research efforts. Chalmers will not do research in sport science, but all researchers will stay in their respective area of expertise. This short paper will focus on how this approach strengthens our research in diverse areas such as the automotive industry (with examples from production logistics and crash safety) for the forest industry (composites and cellulose research) and astronomy. But they have now all been further developed by sports.