How can sport and recreation respond to an influx of data? 

What are we seeing?  

• The democratisation of information enabled by the internet and digital media has empowered people to become active creators and curators of information, increasing the potential for improved democratic participation. 
• This trend has led to increased transparency, better access to information, and improved political knowledge, but also challenges like the need to balance it with security and the widespread capture and use of personal data. 
• The sport and recreation sector is generating more data and insights but struggles to effectively use this information to drive decision-making and improve outcomes. 

What can we expect?  

• The digital divide will shift towards skills, confidence and sophistication of use rather than just accessibility, accelerated by the collapse of traditional media, leading to more information silos and confirmation of narrowly held views.  
• Citizen involvement in decision-making will increase along with more fact-checking and critical analysis, but challenges include scepticism of institutions, data monopolies, polarisation, and inequality will increase. 
• Increased surveillance and data monitoring may erode privacy, requiring stronger regulations, while open government data could promote transparency but will also require responsible use. 

What might this mean for sport and recreation?  

• The growth of user-generated content will provide diverse perspectives on insights into sport and recreational involvement. 
• The quantity of data produced will require organisations to develop better data-gathering and analysis skills, balancing data-driven insights with athlete privacy rights. 
• Disseminating details about sport and recreation services and initiatives will become more straightforward, but there will be an increasing quantity of rival information sources to contend with. 

What questions should we be asking ourselves today?  

• How can user-generated content and athlete-driven online communities provide insights and connect fans? How can data improve services while respecting privacy? 
• What skills and revenue models are needed for digital sport and recreation? How can we adapt business models for new digital streams? 
• How can we ensure equitable digital access and integrity? What policies and resources are needed to promote responsible online sport environments?