Digital Marketing Communications in the Sports Industry: New Strategies for Brand Development and Fan Engagement

Document Type : Original Article

Authors

1 Assistant Professor, Department of Physical Education, Faculty of Literature and Humanities, Lorestan University, Khorramabad, Lorestan, Iran

2 Ph.D. student in sports management,razi University, Kermanshah , Iran

Abstract

In recent decades, digital marketing has gained increasing importance as a key tool for brand development and audience engagement, particularly in the sports industry. Accordingly, the present study aimed to examine digital marketing communications in sports and to propose innovative strategies for brand growth and fan engagement. This qualitative research employed a thematic analysis strategy with an inductive approach. Data were collected through semi-structured interviews with 13 sports marketing experts. To enhance the study’s validity and reliability, participant feedback was incorporated throughout the research process, and data were triangulated from multiple sources. The analysis indicated that the extracted codes were independent, their relationships confirmed, and coding reliability was estimated at 85%. The findings revealed that the overarching themes of the study included Championship in Sports Branding, The Golden Path of Fandom, Digital Victory, Technological Innovations, Golden Content, Professional Performance Evaluation, Digital Public Relations, and Digital Academy, all of which play a critical role in brand development and fan attraction. It is recommended that sports brands leverage modern digital strategies, such as augmented reality and artificial intelligence, to enhance fan experiences, focus on evaluating the effectiveness of digital campaigns, and strengthen digital public relations. Additionally, establishing digital academies for fan education and team development can further contribute to brand growth.

Keywords

Main Subjects

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Journal of Sport Management Knowledge
Volume 4, Issue 1 - Serial Number 7
April 2026
Pages 174-196

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History

  • Receive Date: 09 November 2025
  • Revise Date: 23 December 2025
  • Accept Date: 12 May 2026

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