University of Mohaghegh Ardabili Journal of Advanced Sport Technology 2538-5259 8 4 2024 12 01 Artificial Intelligence (AI) and the Future of Sports Marketing: Exploring New Challenges and Opportunities 65 79 3638 10.22098/jast.2025.15830.1374 EN Javad Karimi Department of Physical Education, Lorestan University, Khorramabad, Lorestan, Iran Sajjad Pashaie Department of sports management, University of Tabriz, Tabriz, IRAN Hamed Golmohammadi Ph.D. Student, Department of Physical Education and Sport, Institute of Health Science, Sivas Cumhuriyet University, Sivas, Turkey Journal Article 2024 09 14 Artificial intelligence (AI) is reshaping the sports marketing landscape, providing novel opportunities for fan engagement and operational efficiency. This study responds to a significant research gap regarding AI's practical applications in sports marketing by employing a qualitative research approach. Through thematic analysis of interviews with industry experts, the study identifies how AI enhances marketing strategies, including personalizing fan experiences, optimizing advertising campaigns, and leveraging data-driven decision-making. Experts highlighted the transformative capability of AI in creating tailored interactions and fostering deeper fan loyalty, while also addressing challenges such as ethical considerations and data privacy. These insights reveal the necessity for sports organizations to adopt a proactive and ethical approach in integrating AI to achieve strategic advantage. The study’s findings contribute to a conceptual framework, providing a nuanced understanding of AI’s role in redefining sports marketing practices, while suggesting directions for future exploration. https://jast.uma.ac.ir/article_3638_c4d7d3604bd5df4648b1c3307987af1d.pdf