The Role of Artificial Intelligence in Sports Business Transformation: A Narrative Review of Applications and Challenges Emphasizing Digital Absorptive Capacity

Purpose: This study provides a narrative analysis of the role of artificial intelligence (AI) in transforming sports businesses, focusing on key applications, challenges associated with AI adoption and development, and the mediating role of digital absorption capacity (DAC) in translating AI capabilities into organizational outcomes.Methodology: A narrative review was employed due to the topic's multidisciplinary nature and the lack of homogeneous data. The study applied a best-evidence synthesis (Green et al., ۲۰۰۶) to examine peer-reviewed publications from ۲۰۱۵ to ۲۰۲۵. Inclusion criteria prioritized studies addressing sports management, digital marketing, business model transformation, and technological challenges.Findings: AI applications in sports businesses are concentrated in four domains: enhancing operational efficiency and digital automation, smart sports marketing, decision-making and event management optimization, and fan engagement with innovative revenue models. Alongside these potentials, several challenges exist, including job displacement; technical and infrastructural limitations; ethical, legal, and social concerns; economic and organizational challenges; shortages of skilled professionals and new competencies; legal and standardization issues; and difficulties related to technological integration and convergence. DAC plays a pivotal role as an intermediary in converting AI capabilities into tangible organizational outcomes. Organizations with strong digital readiness, specialized human capital, and robust data governance derive the greatest benefits from AI integration, whereas organizations with lower digital capacity face fragmented adoption and limited utilization.Originality: The findings emphasize that AI adoption challenges are not merely technical but also stem from organizational inertia, skill gaps, and data governance issues, necessitating a robust capacity for digital absorption to achieve meaningful outcomes.

کلیدواژه ها:

artificial intelligence ، Digital Automation ، Intelligent Marketing ، Sports business