64  Introduction to Ethics in Sport Data Analytics

64.1 Introduction

Broadly speaking, the topic of ethics is concerned with questions of morality and exploring what is good and bad, right and wrong.

When we think about ethics, we’re trying to understand the nature of our actions, the values that guide them, and the principles upon which they are based.

Ethics not only scrutinises individual conduct but also explores the ethical standards of societies and groups, and asks questions about how we can establish frameworks for social behaviour that promote fairness, justice, and harmony within communities.

By thinking about ethics, individuals and societies attempt to discern and implement conduct that upholds human dignity and fosters mutual respect and understanding.

64.2 Ethics in sport analytics

Just as in wider society, in sport data ethical ‘thinking’, and ethical processes are important in preserving the integrity and trustworthiness of both the data and its analysis. They ensure fairness, and prevent the misuse of data. We try to develop processes and ways of thinking about data that safeguard the integrity of both sport and the research/analytical process.

I would argue that sport data presents some unique ethical challenges, particularly around privacy, data accuracy, and the use of analytics. As increasing amounts of personal performance data are collected on athletes, issues of consent, data security, and the potential for misuse are increasingly coming to the forefront.

The accuracy and interpretation of sporting data also raises ethical concerns, as flawed or biased data analysis can unfairly affect an individual’s career, reputation, or mental health. The increasing reliance on analytics for decision-making in sports introduces dilemmas about diminishing the human element of sportsmanship and competition. These challenges demand a careful balance between leveraging data for performance enhancement and ensuring the ethical treatment of athletes’ personal information and the integrity of the sport itself.

Importantly, ethical decisions in sport data analytics aren’t transient; they can have enduring consequences.

64.3 Ethical principles

In research, ethical thinking can be underpinned by four key principles:

Respect for people

  • This emphasises the importance of treating individuals with dignity, valuing their autonomy, and providing protections for those with diminished autonomy.

  • In research, this means obtaining informed consent from participants, ensuring they are fully aware of the research’s nature, risks, and benefits, and allowing them to make an informed decision about their participation.

  • It also involves protecting the privacy and confidentiality of participants to respect their autonomy and dignity.

Beneficence

  • This involves an obligation to contribute to the welfare of the participants and to minimise harm.

  • Researchers are required to assess the risks and benefits associated with their research, with the aim of maximising potential benefits while minimizing potential harms.

  • This ensures that research is conducted in a manner that is beneficial to participants and society at large, and that the welfare of participants is a central consideration throughout the research process.

Justice

  • Justice in research ethics refers to the fair distribution of the burdens and benefits of research.

  • This principle demands that no group of people should bear an unfair share of the risks or be excluded from the benefits of research without good reason. It involves ensuring equitable access to participation in research and equitable treatment within the research process.

  • The principle of justice also calls for particular attention to vulnerable populations, to ensure they are not exploited or unjustly excluded.

Integrity

  • Integrity is fundamental to the conduct of ethical research. It involves honesty, accuracy, and transparency in the research process.

  • We should ensure that the research is conducted according to the highest standards of quality and ethical considerations, including the accurate reporting of results, the acknowledgment of limitations, and the avoidance of misconduct such as fabrication, falsification, and plagiarism.