The aim of the present study was to identify and design a leading digital excellence model in the sports industry with a focus on digital transformation. This study was conducted qualitatively using the grounded theory strategy based on the Strauss and Corbin model. The statistical population included experts in the field of sports and digital marketing in the country, who were selected through purposive sampling. Data were collected through ۱۵ face-to-face and in-depth semi-structured interviews and continued until theoretical saturation was reached. Data analysis was performed using MAXQDA software version ۲۰۲۲ and through a three-stage coding method (open, axial, selective). To validate the findings, recoding, comparison of categories, and four criteria for the validity of qualitative research were used. The research findings showed that ۶۵ codes were obtained from the interviews conducted, and accordingly, the digital excellence model in the sports industry is based on five main categories including digital strategy, technology and infrastructure, customer interaction, digital branding, and digital transformation, and ۱۰ sub-themes. In the digital strategy section, emphasis was placed on developing a marketing vision and targeting customers. Technology and infrastructure highlighted the importance of digital infrastructure and new technologies such as artificial intelligence and blockchain. Customer engagement improves user experience and builds loyalty. Digital branding refers to developing brand identity and digital reputation management, and finally, digital transformation focuses on innovation in business models and digital sustainable development. The results showed that this framework can provide managers and policymakers with a better understanding of sports fan needs and behaviour and improve digital marketing strategies, and can facilitate the path of digital transformation in the country's sports industry. The designed model helps managers and decision-makers in this industry to improve customer interactions and create unique experiences for their fans by using new technologies and digital strategies.
