Document Type : Original Article
Authors
1
PhD in Sports Management, Faculty of Sports Sciences, University of Mazandaran, Babolsar, Babolsar, Iran
2
PhD student in Sports Management, Faculty of Sports Sciences, University of Mazandaran, Babolsar, Babolsar.Iran
3
Assistant Professor of Sports Management, Department of Physical Education, Faculty of Humanities, Islamic Azad University, Chalus Branch, Chalus, Iran
10.22034/sms.2025.142938.1461
Abstract
This study was conducted to design a leading digital marketing excellence model in the sports industry, with a focus on digital transformation. The research employed a qualitative approach using grounded theory methodology. Data were collected through semi-structured interviews with 15 experts, specialists, and managers active in the field of sports marketing. A three-stage coding process was used for data analysis. The results indicated that the digital marketing excellence model in the sports industry comprises five main components: digital strategy, technology and infrastructure, customer engagement, digital branding, and digital transformation. Accordingly, it is recommended that organizations operating in this field enhance their marketing activities by developing comprehensive digital strategies, investing in technological infrastructures, increasing effective customer engagement through innovative tools, focusing on digital brand development using creative content, and fostering a culture of digital transformation within their organizations. Implementing these measures can lead to improved digital marketing performance, increased customer satisfaction and loyalty, and ultimately, the sustainable growth of the sports industry.
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