The present study aimed to design a development model for the convergence between the sports industry and marketing. This fundamental-qualitative research was conducted using Strauss and Corbin’s systematic Grounded Theory approach. Participants included experts in sports management and economics, marketing, media, and sports business. Using purposive and theoretical sampling, participant selection continued until theoretical saturation. Data were collected via semi-structured interviews with 21 individuals. The validity of the findings was confirmed using Lincoln and Guba’s four criteria, and data were analyzed via the constant comparative method across three coding stages (open, axial, selective). Analysis identified 192 concepts and 44 sub-categories. These categories were classified within a paradigmatic model comprising the core phenomenon (changing the sports industry's nature toward market logic, value co-creation and redefining stakeholder roles, experience-centricity, and sports ecosystem multidimensionality), causal conditions (technological advancements and smart sports, transformation in sports media and communication environments), contextual conditions (sociocultural context of sports consumption, legal and regulatory infrastructures), intervening conditions (political and governmental limitations, international and cross-border restrictions), strategies (smartification of services and digital infrastructures, customer relationship management, personalization of interactions), and consequences (sustainability and maturity of the sports economy, enhancement of brand equity, sports brand development). Results indicate that the convergence of the sports industry and marketing is a dynamic, multidimensional, and systematic process that can pave the way for economic, managerial, branding, and social transformations in this industry.