| A comprehensive review of artificial intelligence applications in sports marketing: opportunities, challenges and future directions |
| Paper ID : 1206-SPORTCONGRESS (R3) |
| Authors |
|
Mehri Kariznovi * M.Sc. student Of sport management |
| Abstract |
| Artificial Intelligence (AI), as the core technology of the digital era, has transformed sports marketing by enabling deeper fan engagement, optimizing advertising campaigns, and supporting data-driven decision-making. Through the use of big data analytics and machine learning algorithms, AI enhances the performance of sports organizations and personalizes customer experiences. However, alongside these vast opportunities, it also introduces challenges such as ethical concerns, privacy protection, and changes in workforce structure. This study, employing a narrative-systematic review approach and analyzing ten key research papers published between 2018 and 2025 in Scopus, Web of Science, and Frontiers databases, investigates the practical applications of AI in sports marketing and identifies existing research gaps. Findings reveal that generative algorithms and machine learning models—by focusing on personalized content and real-time interactions—can increase fan engagement by up to 30% and optimize sports media advertising content with over 90% accuracy. Moreover, opportunities such as dynamic pricing, targeted advertising, and predictive analytics significantly boost organizational revenues. On the other hand, threats like information bubbles, algorithmic risks, harm to vulnerable groups, and threats to decision-making autonomy are also highlighted. Additionally, AI contributes to the elimination of repetitive jobs while creating new roles such as AI–fan interaction specialists. In Iran, despite having great potential, weak technological infrastructure and lack of proper training are considered major barriers to adoption. The conclusion emphasizes that ethical and sustainable use of AI requires transparent regulatory frameworks—similar to those of the European Union—to maintain a balance between innovation and human rights. Future research should focus on developing localized models and examining the long-term effects of technology on fan behavior to pave the way for sustainable and responsible growth of sports marketing in Iran. |
| Keywords |
| Artificial Intelligence, Sports Marketing, Fan Engagement, Ethical Issues, Strategic Decision-Making |
| Status: Abstract Accepted (Poster Presentation) |
