The Digital Crossroads: Reimagining Australian Sport in 2025
XV believes that Australian sport stands at a pivotal moment in 2025. As artificial intelligence and digital transformation reshape industries globally, the sporting sector in Australia faces a unique opportunity to evolve. While the legacy of the Sydney 2000 Olympics remains strong, many sports organisations continue to operate within models that have seen limited change over the past two decades.
Australians Working in Sport: Navigating Change
AI and digitisation are expected to reshape up to 25–30% of traditional roles in sport, particularly in administration and facility operations. With over 186,000 Australians employed in sport and recreation, the potential impact is significant. Importantly, many roles in the sector are entry-level or do not require tertiary qualifications, making them more susceptible to automation. This presents both a challenge and an opportunity: to reimagine how we build careers in sport and equip our workforce with future-ready skills.
As the Reserve Bank of Australia highlights concerns around declining business dynamism and technology adoption, sport must respond with agility. Smaller sporting bodies, in particular, may benefit from targeted support and shared infrastructure to help them transition. With major events like the Brisbane 2032 Olympics on the horizon, now is the time to build the digital foundations that will support Australia’s sporting ambitions for the next generations.
Closing the Digital Gap in Sport
Australia’s sports innovation ecosystem has shown great promise, with companies like Catapult, VALD, Fusion Sport (Teamworks), and Rosterfy leading the way. However, recent years have seen a slowdown in new entrants and digital adoption. This may reflect broader economic pressures, resource constraints, or simply the need for renewed leadership and strategic focus.
The Australian Sports Commission’s partnership with CSIRO to develop an AI roadmap for sport is a positive step forward. It signals recognition that digital transformation is not just desirable — it’s essential. By embracing technology, sports organisations can unlock new revenue streams, improve operational efficiency, and better engage younger audiences. The tools are available; what’s needed now is the collective will to act.
Strengthening Leadership for a Digital Future
Leadership is central to any transformation. While major leagues have begun investing in digital roles, many sporting bodies still lack the strategic technology leadership required to thrive in today’s environment. The inclusion of Chief Digital Officers, CIOs, and CTOs in governance structures can help bridge this gap.
Boards that blend traditional expertise with digital literacy will be better positioned to make informed decisions about technology investments, data strategies, and innovation. The Australian Sports Commission’s governance principles already encourage diverse skillsets; now is the time to apply them more broadly. Practical programs to connect Australia’s top digital minds with sport could be transformative.
Shared Services as a Pathway to Efficiency
Many operational functions across mid-sized and smaller sporting bodies are remarkably similar. A shared services model could deliver significant cost savings, improve service quality, and enhance scalability. Centralised systems for membership, competition management, and digital engagement could help sporting organisations focus more on their core mission: supporting athletes and communities.
AI and automation are already enhancing customer service, sponsorship management, and event operations. With the right support, even resource-constrained organisations can benefit from these technologies. Success will depend on cultural readiness, staff training, and strategic alignment — not just software procurement.
Engaging the Next Generation
The future of sport lies with digital natives. Yet many boards lack representation from younger Australians, creating a disconnect with the audiences and participants who will shape sport’s future. Including younger voices in governance — alongside digital and entrepreneurial expertise — can help ensure sport remains relevant, inclusive, and forward-looking.
A Call to Action
2025 presents a unique opportunity for Australian sport to embrace digital transformation as a strategic imperative. With up to 50,000 jobs potentially impacted by AI, the sector must act decisively to shape its own future. The tools, talent, and momentum are here. What’s needed is a shared vision and commitment to building sovereign capability in sports technology and innovation.
Brisbane 2032 offers a powerful catalyst. Let’s use it to inspire a new era of excellence — on and off the field.
