Unlocking value: exploring digital transformation's influence on knowledge management of national football associations

Abstract

ABSTRACT Research question There is a lack of understanding of the role of digital transformation (DT) on the management of knowledge in sport organisations. This study addresses the relationship between DT and knowledge management (KM) and looks at how digital change affects KM processes, the value creation possibilities of generating and applying digital knowledge, and how the opportunities for staff in sport organisations to generate new knowledge are evolving. Research methods An exploratory qualitative study was conducted through semi-structured interviews with 82 executives from 43 different national football associations (NFA). The participating NFA were spread across all six continental associations (AFC, CAF, OFC, CONCACAF, CONMEBOL, UEFA). Results and findings Digital KM enables NFA to better understand fan and consumer behaviour, adapt offers, and make informed decisions. Digital KM is critical to optimising organisational performance, effectively engaging stakeholders, and driving innovation within the NFA. Human resources at all levels of the organisation and their attitudes, skills, and embeddedness in the change process are key success factors for digital KM. In the sports performance sector talent identification, talent development, and match analysis benefit considerably from digital KM. Implications NFA should invest in digital infrastructure, data analytics, and staff training to improve their digital KM. This enhances their capabilities for digital value creation and can thus promote their sustainable growth which will benefit football development.