Artificial Intelligence and Community Sport: Awareness, Attitudes and Adoption

This mixed‑methods study will explore awareness, attitudes and adoption of artificial intelligence (AI) in community sport and physical activity organisations across the UK

A national survey will map patterns of use, perceived opportunities and risks, and the support needs across the sector. Follow‑up interviews will build detailed case studies, giving context to organisational experiences and helping shape clear, 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 they 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 affected by it. This research fills that gap by generating the first sector‑wide insight into AI use, risks and support needs. The findings will help shape policy, funding and practice, supporting responsible innovation while reducing digital inequalities and strengthening community‑level capacity.

This project is the first UK study to look closely at artificial intelligence in the context of community sport organisations. It brings together a national survey and qualitative case‑study interviews, giving both a sector‑wide picture and detailed organisational insight. By focusing on community sport, the study builds understanding of how emerging technologies are adopted beyond elite or commercial settings.

Why this research matters

AI is increasingly built into everyday digital systems - from admin software and communication tools to safeguarding platforms and data analysis. While it can improve efficiency and decision‑making, it also brings concerns around data protection, bias, digital exclusion and organisational capacity.

Community sport organisations often work with limited resources and varying levels of digital confidence. Yet they’re facing 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, is essential to making sure technological change doesn’t 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.