| The Future of Sports Marketing in The Age of Artificial Intelligence: From Traditional Brands to Virtual Worlds and Digital Assets |
| Paper ID : 1641-SPORTCONGRESS |
| Authors |
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Sabere Rahmani Qashqai * . Department of Sport Management, Faculty of Sport Sciences, University of Tehran, Tehran, Iran |
| Abstract |
| Abstract Introduction: The rapid growth of artificial intelligence (AI) technologies and the emergence of virtual environments have fundamentally redefined the structure of sports marketing. AI enables more personalized fan engagement, expansion of fan-based markets, and the development of new channels for value creation and revenue generation. However, despite increasing academic attention, there is a lack of systematic synthesis of research on AI’s influence in sports marketing. This study aims to identify the major domains of AI’s impact and to examine the emerging opportunities and challenges shaping the future of sports marketing. Methods: A systematic and critical literature review was conducted on peer-reviewed articles published between 2015 and 2025. Studies were retrieved from Scopus, Web of Science, and Google Scholar using the keywords: artificial intelligence in sports marketing, digital sports marketing, virtual sports worlds, digital sports assets, and fan experience in intelligent environments. An initial search identified 53 articles. After screening for relevance, academic credibility, and analytical value, 11 articles were selected for final content analysis. Results: The findings identified five key domains of AI’s influence on sports marketing: • Fan markets and digital engagement: using intelligent algorithms to enhance personalized content and interaction; • Value creation and expansion: leveraging AI and virtual worlds to develop new revenue models and deepen fan identity; • Dynamic pricing and revenue optimization: applying predictive analytics for fair and adaptive pricing; • Brand identity and management: utilizing data analytics to shape brand perception and digital storytelling; • Managerial decision support: integrating AI-based analytics for strategic planning and ROI evaluation. Challenges regarding data privacy, ethical governance, and technological inequality were also identified. Conclusion: The evolution of sports marketing in the AI era is both technological and strategic. Sport managers should enhance digital literacy, reform governance systems, and adopt ethical frameworks to ensure responsible AI implementation. |
| Keywords |
| Artificial Intelligence, Sports Marketing, Virtual Worlds, Digital Assets, Fan Experience, Dynamic Pricing |
| Status: Abstract Accepted (Poster Presentation) |
