Mohammad Saeid Kiani - PhD Student, Department of Sports Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran
Leila Nazari - PhD Student in Sports Management, Kurdistan University, Sanandaj, IranPhD student in Sports Management, Kurdistan University, Sanandaj, Iran
Leila Shahbazpour - PhD Student in Sports Management, Faculty of Physical Education and Sports Sciences, University of Guilan, Rasht, Iran.

The primary objective of this research was to investigate the impact of new social media on the marketing of sports products in Iran. The research utilized a qualitative and applied methodology, focusing on experts in sports marketing and sports management professors as the research population. Data from interviews were analyzed through three stages of coding: open, central, and selective. Within the context of Internet marketing in sports, several key issues emerged, including the absence of a dedicated authority for Internet sports marketing, instability in sports management, lack of comprehensive regulations, and underutilization of Internet marketing in sports business processes. Traditional methods persisted despite economic challenges. The study concluded that the absence of a specific authority for Internet marketing in sports leads to confusion, improper monitoring, and potentially harmful marketing practices. Establishing consistent regulations is crucial to the development and institutionalization of Internet marketing in the sports industry.

management, Marketing, Media, Sports, virtual world