Investigating the Role of Digital Transformation Management in Achieving Sustainable Sports Events

This study aims to investigate the role of digital transformation management in achieving the sustainability of sporting events and to develop a corresponding model. Employing a grounded theory approach, the research was conducted through semi-structured interviews with 12 sports management experts and the analysis of 400 valid scientific documents. Findings revealed that digital transformation is influenced by multiple factors, categorized as barriers (including organizational resistance and regulatory frameworks) and facilitators (including transformational leadership and smart investment). Key identified strategies were grouped into three main categories: smart technologies (comprising IoT, AI, and VR), process optimization (including integrated management and consumption optimization), and digital engagement (encompassing fan-centric approaches and accessibility). These strategies lead to sustainability outcomes across multiple dimensions, extending beyond traditional economic, social, and environmental aspects to include emerging dimensions such as security-ethical sustainability, human resource sustainability, and health sustainability. The study ultimately presents a comprehensive model, concluding that digital transformation management represents a strategic shift from traditional event management toward an intelligent and sustainable sports ecosystem, serving as a practical roadmap for Iranian sports managers and policymakers.