Farzad Nobakht - Professor at the Sports Management Department of Mohaghegh Aderbili University, Ardabil, Iran
Hossein Ammar - PhD Student in Sport Management, Faculty of Education and Psychology, University ofMohaghegh Ardebili
Ammar Adnan - PhD Student in Sport Management, Faculty of Education and Psychology, University ofMohaghegh Ardebili

The rapid advancement of technology has profoundly transformed the landscape of sportsmanagement and marketing. This review article explores the integration of artificial intelligence(AI) in developing innovative marketing strategies within sports management. The primaryobjective is to examine how AI-driven tools and techniques are reshaping traditional marketingapproaches and enhancing fan engagement, sponsorship deals, and operational efficiencies. Byanalyzing a comprehensive range of recent studies and industry reports, this article highlights thesignificant results achieved through AI applications, such as personalized fan experiences,predictive analytics for consumer behavior, and automated content generation. The findingsindicate that AI not only optimizes marketing efforts but also provides valuable insights that drivestrategic decision-making. The conclusion emphasizes the potential of AI to revolutionize sportsmarketing, suggesting that organizations that effectively leverage AI technologies can achieve acompetitive edge in the dynamic sports industry. Future research directions are proposed to explorethe ethical implications and long-term impacts of AI in sports management. This reviewunderscores the necessity for sports organizations to adopt AI-driven marketing strategies to stayrelevant and thrive in the digital age.

Sports management, AI, marketing strategies, digital age, fan engagement,predictive analytics, personalized experiences”.