Sport NZ releases roadmap charting how AI is revolutionising sport and recreation

July 21, 2025

Sport New Zealand has unveiled its landmark 'AI in Sport and Recreation 2025' report, mapping out the rapid transformation underway across the sector.

Providing both real-world examples and a clear framework for responsibly embracing artificial intelligence in performance, operations and engagement, the report explains how artificial intelligence is reshaping how communities play and organisations operate noting that from augmented fan experiences and smarter training tools to injury prevention, the sector faces a once-in-a-generation technological shift.

The report also aligns with the New Zealand Government’s broader ‘Strategy for Artificial Intelligence’, which prioritises ethical use, confidence in investment, and capability building

Examples of the growth of AI cited in the report include:

Performance and injury prevention: Teams increasingly employ AI-driven analytics, wearable sensors, and machine learning to monitor biomechanics, optimise recovery, detect fatigue, and pre-empt injuries
Fan engagement and digital avatars: Immersive tech such as synthetic avatars and multi-sensory chatbots are enlivening fan interaction. Sport NZ cites New Zealand technology firm Soul Machines’ ‘cognitive modelling’ avatars of sporting greats, capable of language-switching and personalised connection with supporters
Operational efficiency: Athletic apps, administrative AI bots, and generative tools are being piloted to streamline scheduling, marketing, and customer service.
Coaching and support tools: Whether for elite athletes or grassroots clubs, AI‑enhanced platforms offer real-time feedback, tactical insights, and intelligent training aids

Challenges and ethical considerations
The report confronts a host of pressing issues:
Data privacy and ownership: Who owns athlete data? How is consent managed? With sensitive biometrics in play, the need for strong governance is more urgent than ever
Workforce impact: AI automation may disrupt current roles while creating new technical positions. There’s a critical need to build capability to manage this transition
Inequity and digital divide: Unequal access to AI-powered tools could widen participation gaps, particularly in remote or low‑income regions
Ethical boundaries: The report highlights risks around generative AI, deepfakes, automated decision-making, and integrity - especially in officiating and competition regulation

Future scenarios
The report also outlines four scenarios - ranging from cautious adoption to radical integration - to help organisations identify the paths AI may take and guide strategic planning.

Sector readiness framework
The report offers actionable recommendations, including:

Capability-building: Prioritise AI literacy, upskilling staff, and tailored coaching.
Ethical investment: Apply risk-based governance frameworks, and ensure transparency and data stewardship.
Pilot and test: Use controlled environments to trial AI tools (e.g., wearables, avatar fans).
Maintain the human touch: Keep communities, relationships, and storytelling at the centre - even as technology scales up

The report states “we’ve reached a pivotal moment: AI is already here, leveraged by everyday users - from kids with ChatGPT to administrators automating services.”

Click here to read the AI in Sport and Recreation 2025 report.

Images courtesy of Sport New Zealand.

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