New Applications of Artificial Intelligence in Sports Marketing (A Systematic Review of Trends, Opportunities, and Challenges)

Kiani, Mohammad Saeid; Nazari, Leila

doi:10.22034/jmsmo.2025.537681.1036

New Applications of Artificial Intelligence in Sports Marketing (A Systematic Review of Trends, Opportunities, and Challenges)

Document Type : Review article

Authors

Mohammad Saeid Kiani ¹

Leila Nazari ²

¹ PhD in Sports Management, Kermanshah Branch, Azad University, Kermanshah, Iran

² PhD Student, Sports Management, Kurdistan University, Sanandaj, Iran

10.22034/jmsmo.2025.537681.1036

Abstract

This study aims to systematically review new applications of artificial intelligence in sports marketing and attempts to identify and explain technological trends, benefits, challenges, and opportunities in this field through a comprehensive literature analysis. In order to achieve this goal, 42 scientific articles published between 2013 and 2024 from reputable databases were selected using a systematic review method in accordance with the PRISMA guidelines and reviewed using the content analysis method. The findings show that technologies such as machine learning, natural language processing, machine vision, and recommender systems play a key role in optimizing the fan experience, content personalization, targeted advertising, sentiment analysis, and dynamic pricing. These technologies have not only helped increase digital engagement and fan loyalty, but have also improved the effectiveness of marketing strategies. In contrast, challenges such as the lack of data-driven infrastructure, ethical concerns about privacy, poor data quality, high costs, and cultural resistance to change have created significant barriers to the effective use of AI. This study addresses the gaps in the literature by providing a comprehensive conceptual framework and emphasizes the need to adopt interdisciplinary approaches, invest in new technologies, train expert human resources, and formulate transparent and ethical policies. Ultimately, AI is not only an auxiliary tool, but also a transformative driver in the future of sports marketing that can create a sustainable competitive advantage for sports organizations.

Keywords

Artificial Intelligence

Sports Marketing

Digital Transformation in Sports

Technological Trends

Implementation Challenges

Subjects

Article Title Persian

کاربردهای نوین هوش مصنوعی در بازاریابی ورزشی (مرور نظام‌مند روندها، فرصت‌ها و چالش‌ها)

Authors Persian

محمد سعید کیانی ¹

لیلا نظری ²

¹ دکتری گروه مدیریت ورزشی، واحد کرمانشاه، دانشگاه آزاد اسلامی، کرمانشاه، ایران.

² دانشجوی دکتری، گروه مدیریت ورزشی، دانشگاه کردستان، سنندج، ایران

Abstract Persian

پژوهش حاضر با هدف بررسی نظام‌مند کاربردهای نوین هوش مصنوعی در بازاریابی ورزشی انجام شده و تلاش دارد با تحلیل جامع ادبیات، روندهای فناورانه، مزایا، چالش‌ها و فرصت‌های پیش‌رو در این حوزه را شناسایی و تبیین کند. به‌منظور دستیابی به این هدف، با استفاده از روش مرور نظام‌مند مطابق دستورالعمل PRISMA، ۴۲ مقاله علمی منتشرشده بین سال‌های ۲۰۱۳ تا ۲۰۲۴ از پایگاه‌های معتبر انتخاب و با روش تحلیل مضمون بررسی شده‌اند. یافته‌ها نشان می‌دهد که فناوری‌هایی همچون یادگیری ماشین، پردازش زبان طبیعی، بینایی ماشین و سیستم‌های توصیه‌گر، نقشی اساسی در بهینه‌سازی تجربه هواداری، شخصی‌سازی محتوا، تبلیغات هدفمند، تحلیل احساسات و قیمت‌گذاری پویا ایفا می‌کنند. این فناوری‌ها نه‌تنها به افزایش تعامل دیجیتال و وفاداری هواداران کمک کرده‌اند، بلکه موجب ارتقای اثربخشی استراتژی‌های بازاریابی نیز شده‌اند. در مقابل، چالش‌هایی نظیر فقدان زیرساخت‌های داده‌محور، نگرانی‌های اخلاقی درباره حریم خصوصی، کیفیت پایین داده‌ها، هزینه‌های بالا و مقاومت فرهنگی در برابر تغییر، موانع قابل‌توجهی در مسیر بهره‌برداری مؤثر از هوش مصنوعی ایجاد کرده‌اند. این مطالعه با ارائه یک چارچوب مفهومی جامع، به خلأهای موجود در ادبیات پاسخ داده و بر لزوم اتخاذ رویکردهای میان‌رشته‌ای، سرمایه‌گذاری در فناوری‌های نوین، آموزش نیروی انسانی متخصص و تدوین سیاست‌های شفاف و اخلاق‌محور تأکید دارد. در نهایت، هوش مصنوعی نه‌تنها یک ابزار کمکی، بلکه یک محرک تحول‌آفرین در آینده بازاریابی ورزشی به شمار می‌رود که می‌تواند مزیت رقابتی پایدار برای سازمان‌های ورزشی ایجاد کند.

Keywords Persian

هوش مصنوعی

بازاریابی ورزشی

تحول دیجیتال در ورزش

روندهای فناورانه

چالش‌های پیاده‌سازی

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