Embedded location tracking systems for sports equipment that include a locator tag embedded within an item of sports equipment in such a fashion that removal of the tag results in severe damage to the sports equipment. The tag is capable of determining its location and continually reporting this location over a wireless data network to a server for use by the owner of the sports equipment. The sports equipment can include any item capable of receiving the locator tag in a fashion manner that would result in serious damage to the equipment upon removal. Examples include skis, a snowboard, watersports equipment, or bicycles.