Journal of Global Sport Management

Sports Communication and AI from Organizational Perspectives: Transforming Culture, Practices, and Ethical Standards

Background

Artificial intelligence (AI) is reshaping communication practices across the sport industry. Recent advancements demonstrate AI’s expanding influence in sports media, journalism, management, and fan engagement (Sadri et al., 2025). These developments challenge long‑standing assumptions about how sport organizations and sports media outlets communicate, make decisions, and interact with diverse stakeholder groups.

AI-enabled systems are transforming organizational communication by enhancing efficiency, optimizing information flow, supporting strategic listening, and improving employee experiences (Xu & Baghaei, 2025). Yet, the accelerating integration of AI also introduces significant challenges. Concerns over data privacy, digital surveillance, and algorithmic bias are increasingly prominent among fans, athletes, and employees (Yue et al., 2024). At the organizational level, the financial and structural demands of AI adoption create disparities in access and capacity, especially for small and mid‑sized sport entities.

As digital and computational tools permeate all spheres of sport communication—including public relations, journalism, media production, and online consumer engagement—sport organizations must navigate new ethical, managerial, and cultural questions (Chun & Kang, 2025). This special issue invites scholars to critically examine how AI is transforming communication processes, organizational structures, and stakeholder relationships within sporting contexts.

We welcome conceptual, empirical, methodological, and case‑based contributions that advance understanding of AI’s organizational implications for sport communication. Topics may include, but are not limited to: AI-driven communication strategies, ethical and governance issues, organizational change and innovation, fan interaction and consumer behavior, global variations in AI adoption, and future scenarios for AI in sport communication.

Scope and Themes

This special issue seeks to examine how artificial intelligence is reshaping the practices, ethics, and future directions of sports communication. We welcome theoretical, empirical, and methodological contributions that critically address both the opportunities and challenges associated with AI integration in this field. Potential topics include, but are not limited to:

• AI-generated media content and press relations
• Chatbots and automated fan engagement
• VR/AR applications in event and training communication
• AI-enhanced crisis communication and risk management
• Organizational changes in communication departments or newsrooms driven by AI
• Bias in AI-generated sport narratives
• Data privacy and the surveillance of athletes
• Transparency and authenticity in AI-generated content
• Labor displacement within communication roles
• Regional and systemic differences in AI adoption
• Future scenarios for AI-mediated communication in sport
• Implications for global commercialization and fan cultures

The following questions may also guide prospective submissions:

• How are sport managers and decision-makers adapting to AI-driven transformations in organizational communication?
• What ethical considerations emerge for sports media organizations using AI?
• How might media centers at upcoming mega-sport events utilize AI to manage information flow and operations?
• How do sport organizations and leagues perceive and invest in AI technologies for media production?
• In what ways are communicative practices evolving through the implementation of AI across the sport industry?
• What new challenges and professional dilemmas arise for sport communication practitioners who adopt—or resist—AI tools?
• How might sport teams and organizations use AI to communicate with fans and broader audiences?
• How could AI assist sport leagues and organizations in managing their online image during times of crisis?