The sports industry is a significant global market. Generation Z and Alpha are key emerging consumers with unique digital expectations. Rapid technological advancements are reshaping consumer behavior, including in sports. This research aims to explore and conceptualize how innovative technologies and digital interactions are shaping the expectations and behavior of Generation Z and Alpha sports consumers through a qualitative, grounded theory approach. This qualitative research, based on Glaser's grounded theory, was conducted. Data were collected through 17 semi-structured interviews with sports marketing experts, sports brand managers, and researchers in this field. Data analysis was performed in three stages of open, axial, and selective coding, and ultimately 56 final codes were extracted into 8 subcategories and 2 main categories. Research credibility was ensured using triangulation strategies and in-depth engagement with participants. "Transformation in the Expectations" includes a desire for interactive and personalized experiences, social and cultural values as decision-making criteria, the impact of the digital space on the perception of sports brands, and new expectations from sports event sponsorship brands. "Changes in the Behavior" includes a preference for interactive content over direct advertising, the importance of digital identity in consumer behavior, changes in methods of interaction with sports brands, and the place of sports in the digital lifestyle. Sports brands should prioritize interactive digital content. Loyalty is higher for brands valuing social and environmental responsibility. Sports entities should strategically integrate innovative technologies and digital interactions into their strategies and emphasize their commitment to these values to effectively engage these consumers.
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Labbaf, A. H. and Vahdani, M. (2026). Digital Transformation in Sport Marketing: How Innovative Technologies Shape Generation Z and Alpha Consumer Expectations and Behavior?. Research in Sport Management and Marketing, 7(3), 95-111. doi: 10.22098/rsmm.2026.17767.1490
MLA
Labbaf, A. H. , and Vahdani, M. . "Digital Transformation in Sport Marketing: How Innovative Technologies Shape Generation Z and Alpha Consumer Expectations and Behavior?", Research in Sport Management and Marketing, 7, 3, 2026, 95-111. doi: 10.22098/rsmm.2026.17767.1490
HARVARD
Labbaf, A. H., Vahdani, M. (2026). 'Digital Transformation in Sport Marketing: How Innovative Technologies Shape Generation Z and Alpha Consumer Expectations and Behavior?', Research in Sport Management and Marketing, 7(3), pp. 95-111. doi: 10.22098/rsmm.2026.17767.1490
CHICAGO
A. H. Labbaf and M. Vahdani, "Digital Transformation in Sport Marketing: How Innovative Technologies Shape Generation Z and Alpha Consumer Expectations and Behavior?," Research in Sport Management and Marketing, 7 3 (2026): 95-111, doi: 10.22098/rsmm.2026.17767.1490
VANCOUVER
Labbaf, A. H., Vahdani, M. Digital Transformation in Sport Marketing: How Innovative Technologies Shape Generation Z and Alpha Consumer Expectations and Behavior?. Research in Sport Management and Marketing, 2026; 7(3): 95-111. doi: 10.22098/rsmm.2026.17767.1490
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