Research Exploring the Responsible Use of AI in Non-Profit Sport Organizations

The Lethbridge Sport Council is one of two community sport councils working with Drs. Milena Parent and Mayur Joshi and their research team from the University of Ottawa’s Telfer School of Management and the University of Guelph Gordon S. Lang School of Business and Economics on research exploring the responsible use of AI in non-profit sport organizations. The study has received ethical approval from the University of Ottawa and is funded by the Social Sciences and Humanities Research Council of Canada (SSHRC) and Sport Canada.

It is exciting to contribute our experience and help shape practical tools that can support sport organizations across Canada. Canadian sport organizations are under increasing pressure to do more with fewer resources. We want to help ensure AI becomes a valuable and responsible tool that supports, not replaces, people. Your organization's expectations and experience with AI, whether you currently use AI or not, will help shape evidence-based guidance for the sector.

The goal of this research is to:

• Assess current AI awareness, readiness, benefits, and risks;
• Co-create an evidence-based AI toolkit embedding values, ethical safeguards, and best practices with the sport community; and
• Evaluate AI’s organizational and field-level impacts.

We are seeking 10 representatives from local sport organizations who would be available for an interview, where we would discuss your organization’s current challenges, broadly speaking, and then focus on AI awareness, current AI applications, benefits, challenges and risk/ethical issues, and readiness. The interview would be no more than one hour and would take place online.

Your experience and expertise will help shape practical, evidence-based guidance for Canadian sport organizations navigating AI responsibly. You will also have a chance over the next four years to gain early access to the AI tools developed through subsequent activities (e.g., focus group, questionnaire, workshop).

Should you be interested in participating, please email [email protected], and she will provide further information if you have any questions, and we can schedule a day/time that is convenient for you.