Developing a quantitative model of artificial intelligence implementation strategies in sports marketing in the Iraqi Football Federation

The aim of the present study was to develop a quantitative model of artificial intelligence implementation strategies in sports marketing in the Iraqi Football Federation. This research is applied in terms of its purpose; it is a combination of sequential exploratory mixed models (qualitative-quantitative) in terms of its design. First, using a qualitative approach and interviews with 18 experts, including professors of sports sciences in Iraq and Iran, experts in artificial intelligence and computer science, sports marketing experts, members of the Iraqi Football Federation and boards, and football experts, using purposive sampling, the identification of artificial intelligence implementation strategies in sports marketing in the Iraqi Football Federation was addressed. In the second part of the study, the structural equation modeling method was used to confirm the conceptual model arising from the research. Using interviews with research experts and data coding, 33 items were identified in the form of 3 main themes and 7 sub-themes as strategies for implementing artificial intelligence in sports marketing in the Iraqi Football Federation. Also, according to the results of structural equation modeling, the fit of the conceptual model of the research was examined and confirmed. In a general conclusion, it should be noted that in order to implement artificial intelligence in the sports marketing of the Football Federation, three basic steps need to be carried out by the relevant managers in Iraq; first, the basic requirements of modern technology must be implemented in the federation and relevant organizations so that it can keep up with the developments in technology in the world; in the second step, it must develop artificial intelligence technology and speed up this important matter by using models from successful countries in this field, and finally, with proper technology management, it will facilitate the possibility of implementing artificial intelligence in the marketing of the Football Federation.