Vajiheh Javani - Assistant Professor, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tabriz, Tabriz, Iran.
Anmar Adnan Jawad - Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tabriz, Tabriz, Iran.
Yaghoob Badriazarin - Professor, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tabriz, Tabriz, Iran.

Digital marketing provides new opportunities for sports organizations to engage their audience. The current research aims to compile the Model of Digital Marketing in Iraqi Handball based on the qualitative paradigm model which is an approch of the grounded theory (GT) methodology. Semi-structured interviews were conducted with ۲۰ participants who were sport management schoolars, experts in Iraqi handball, and online marketers. The data was analyzed using three coding phases. The findings revealed ۷۹ concepts, ۲۳ sub-categories, and ۵ categories. The results showed a comprehensive framework for digital marketing in Iraqi handball that can significantly improve the current practices. The framework highlights strategies for content creation, social media engagement, data analytics, and audience targeting that resonate with fans. Adopting this digital marketing paradigm can strengthen relationships between Iraqi handball organizations and their audience by increasing awareness of their brand, enhancing interaction with audiences, increasing income opportunities, improving fan experience, and enhancing data insights.

Digital Marketing, Handball, Iraq