Coverage of the processes of the introduction of artificial intelligence into sport by the mass media of the BRICS countries

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Markushina N.Yu.
Saint-Petersburg State University (Saint Petersburg, Russia).
Email: nat-markushina@yandex.ru
Parfenenok N.L.
Saint-Petersburg State University (Saint Petersburg, Russia).
Askerova E.F.
Unified Centre of Educational Services (Saint Petersburg, Russia).
Simonov D.P.
Saint-Petersburg State University (Saint Petersburg, Russia).

No. 11, pp. 70–72

Received: 14.08.2026 | Published: 23.10.2026

CC BY 4.0

Abstract

Objective of the study is the comparative analysis of the coverage in the mass media of the leading BRICS countries of the measures for the introduction of AI into sport. Methods and structure of the study. This study applies the method of semi-automated content analysis of the web pages of mass media, combining quantitative and qualitative aspects. The main source is the global media database Mediacloud.org. Results and conclusions. In Russia, the topic of the introduction of artificial intelligence into sport is covered to a high degree in the spheres of assistance in refereeing, scouting, coaching and video analytics, in contrast to fan engagement and recovery after injuries. The results of this study can be used in the elaboration of international partnerships with the BRICS countries in the field of the exchange of experience and expertise on the introduction of artificial intelligence into sport.

KEYWORDS

artificial intelligence, sport, BRICS, media, comparative analysis, content analysis.

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