Digitalization as a Disruptive Force. New Communicative Dividesin Sports Communication: A Theoretical and Empirical Analysisof Digital Disruptions in the German Sports Organization System

Abstract

The ongoing digital transformation is fundamentally reshaping communication processes within sports organizations. While some organizations successfully
establish sophisticated digital infrastructures, platforms, and AI-supported communication ecosystems, others remain structurally underdeveloped. This
paper examines how digitalization acts as a disruptive force that produces new communicative divides within sports communication. Building upon the
Theory of Disruption by Clayton M. Christensen, the study analyzes how innovation dynamics generate structural inequalities between digitally innovative
and traditional sports organizations. The paper combines theoretical reflections with empirical findings from reports, organizational analyses, and studies on German sports federations and clubs. Results indicate that a small number of globally operating and commercially oriented sports organizations have established integrated digital media systems that create substantial competitive advantages in communication, visibility, and audience management. In contrast, many traditional clubs and federations suffer from deficits in digital competencies, infrastructure, AI implementation, and strategic innovation management. Consequently, communicative gaps are rapidly increasing. The study argues that digital disruption processes produce long-term structural inequalities that may threaten the societal relevance and communicative visibility of traditional sports organizations unless comprehensive digital strategies
and organizational reforms are implemented.