This study examines how artificial intelligence (AI)-related work is publicly framed in sport business job postings and whether dominant public AI frames and frame diversity vary by organization type and job function.
USA-based sport business job postings with AI-related keywords were collected from TeamWork Online across five data pulls (n = 594; deduplicated n = 298). A theory-informed directed content analysis applied a six-frame AI taxonomy to examine dominant frame, frame intensity and frame diversity in sport business job postings. Chi-square and Kruskal–Wallis tests assessed differences by organization type and job function.
AI-related job postings most often publicly frame AI through data-driven and/or analytical language, alongside secondary references to human-AI collaboration and responsible use. Public framing patterns vary by organization type and job function, while frame diversity differs by organization type but not by job function.
This study provides a systematic posting-level, multi-frame analysis of how AI-related work is publicly framed in sport business recruitment communication. By treating job postings as public-facing communicative artifacts, the study shows how employers signal role expectations, valued competencies and responsible-use concerns to prospective applicants.
