This mixed‑methods study will explore awareness, attitudes and adoption of artificial intelligence (AI) in community sport and physical activity organisations across the UK
The project aims to build a robust understanding of national patterns of use, perceived opportunities and risks, and future support needs across the sector. Drawing on national survey data and detailed organisational case studies, the research will provide contextual insights and evidence‑based guidance for policy and practice
Aims of this project
Community sport organisations play a vital role in delivering sport and physical activity, and help support wider outcomes such as health, wellbeing, social inclusion and community cohesion. Although artificial intelligence (AI) is expanding rapidly across the private, public and third sectors, no UK study has yet explored how community sport organisations understand, use or are impacted by it.
This research fills that gap by generating the first sector‑wide insight into AI use, risks and support needs. The findings will provide an evidence base intended to inform policy, funding and practice, supporting responsible innovation and contributing to the strengthening of community‑level capacity. By focusing on community sport, the study builds understanding of how emerging technologies are adopted beyond elite or commercial settings.
Why this research matters
Community sport organisations often work with limited resources and varying levels of digital confidence, yet they face growing expectations from funders and partners to use new technologies, and may feel pressure to keep up. Understanding how these organisations navigate AI, and what support they need in future, is essential to making sure technological change does not widen existing inequalities in the sport and physical activity sector. This project also highlights how community sport and physical activity organisations are already using AI, offering case studies that can help the sector learn from real‑world practice.
Methods
This study uses a mixed‑methods approach, combining a national online survey with follow‑up qualitative interviews. The survey gathers sector‑wide data on AI awareness, attitudes, adoption, perceived risks and support needs among UK community sport organisations, with one informed respondent per organisation. To add depth, semi‑structured interviews will be carried out with a selected group of survey participants to build detailed organisational case studies.
Meet the Principal Investigator(s) for the project
Dr Tarryn Godfrey - Tarryn is a Lecturer in Sport, Health and Exercise Science (Sport Development). Her research employs qualitative methodologies and focuses on third sector partnerships, organisational capacity, and capacity building. She has extensive experience in monitoring, evaluation and learning (MEL) and has established impactful partnerships with Sport for Development charities, International Federations and National Governing Bodies of sport across the UK and internationally.
Tarryn is the Director of Recruitment and Admissions for Sport, Health and Exercise Sciences and is a member of the Centre for Health and Wellbeing Across the Lifecourse.
I AM CURRENTLY ADVERTISING FOR A FULLY FUNDED PHD STUDENT HERE: Capacity Building in Sport for Development: Contexts, Challenges and Change in East Africa - ESRC GRAND UNION DTP CDA
Related Research Group(s)
Health and Wellbeing Across the Lifecourse - Inequalities in health and wellbeing in the UK and internationally; welfare, health and wellbeing; ageing studies; health economics.
Partnering with confidence
Organisations interested in our research can partner with us with confidence backed by an external and independent benchmark: The Knowledge Exchange Framework. Read more.
Project last modified 20/04/2026