Document Type : Original Article
Authors
1
Department of Physical Education and Sport Sciences, IsI.C., Islamic Azad University, Islamshahr, Iran
2
Professor of Sport Management, Department of Sport Management, Faculty of Physical Education & Sports Sciences, Allameh Tabatabai University, Tehran, Iran.
3
Department of Physical Education and Sport Sciences, Isl.C., Islamic Azad University, Islamshahr, Iran.
4
Professor of Sport Management, Department of Sport Management, Faculty of Sports Sciences, University of Guilan, Guilan, Iran.
10.22098/rsmm.2026.19385.1548
Abstract
Purpose : The present study aimed to develop a phygital marketing model with an emphasis on artificial intelligence (AI) in the sports industry.
Methods : The research is applied in terms of purpose and qualitative in nature, using Glaser’s unstructured grounded theory method. The statistical population consisted of experts with scientific, executive, or both types of expertise in sports management. For conducting in-depth and semi-structured interviews, senior managers of the Ministry of Sports and specialists in sports management in the country were selected through purposive sampling and asked to express their opinions on the interview questions. Sampling continued until data saturation was achieved. Consequently, 18 participants took part in the interviews. The reliability of the interviews was determined using the inter-subject agreement method, resulting in a reliability score of 0.79. For data analysis, the constant comparative method in three stages of open, axial, and selective coding was applied using MAXQDA software, version 2018.
Results : A total of 110 codes were extracted in the open coding stage, 18 themes in axial coding, and ultimately 8 key factors were identified. Findings indicated that phygital marketing in the sports industry with an emphasis on AI is not merely a technical approach but a dynamic and multidimensional system based on intelligent interaction between data, technology, and human relationships.
Conclusion : This model, relying on eight key factors including data integration, experience personalization, security and privacy, decision-making transparency, and immersive digital-physical (phygital) interaction, provides strategic guidance for sports organizations in the digital age.
Keywords
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