Modern Studies in Management and Organization

Modern Studies in Management and Organization

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

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  • Receive Date 05 May 2025
  • Revise Date 28 July 2025
  • Accept Date 27 August 2025
  • Publish Date 23 August 2025