Shahid Bahonar University of Kerman Journal of New Studies in Sport Management 2717-4069 7 1 2026 03 01 Challenges and Drivers of AI-based Electronic Marketing in the Sports Industry 17 31 4972 10.22103/jnssm.2025.23755.1315 EN Meysam Rahimi Zadeh Assistant Professor in the Department of Sports Management, Shahid Rajaee Teacher Training University, Tehran Shafagh Abolghasemi Atany Shahid Rajaee Teacher Training University, Tehran Amirhossein Monzemi Associate Professor in the Department of Sports Management, Shahid Rajaee Teacher Training University, Tehran Journal Article 2024 09 09 This study aimed to identify the challenges and drivers of AI-based electronic marketing in the sports industry of Iran. The research employed a qualitative approach with thematic analysis. The research population consisted of academic and organizational experts in the sports industry. Sampling was conducted using purposive (judgmental) and snowball methods, and interviews continued until theoretical saturation reached at the twelfth interview. To validate the research, the triangulation of data sources, peer review, and participant review method was utilized. Additionally, to check reliability, inter-coder reliability and test-retest reliability were employed. Data analysis was performed using MAXQDA2020 software in three stages of coding (instance, main theme, sub-theme). The results indicated that the challenges of AI-based electronic marketing in the Iranian sports industry include "service quality assurance, customer rights enforcement, security and privacy protection, inadequate employee knowledge and skills, lack of appropriate statutes and regulations, incorrect audience recognition and needs assessment, lack of focus on disruptive technologies, improper use of AI, increased internet consumption for unsolicited advertisements." The drivers encompass "providing low-interest loans, training and skill development, utilizing digital technologies, applying marketing mix, knowledgeable and informed management, holding briefing sessions, customer communication channels, research development, information dissemination and advertising, standard formulation, governmental support, smart technology development and application, investment, motivation and hope for progress, tax exemptions, culture building, business coaching, academic education, infrastructure and equipment, and branding. https://jnssm.uk.ac.ir/article_4972_7457815d92dd0421ba0e3cefa20aeb59.pdf