The objective of this research is to design a model for the development of convergence between the sports industry and marketing. This study is fundamental in terms of purpose and qualitative in terms of execution, conducted using the systematic approach of Grounded Theory (Strauss & Corbin). The research population consists of 21 experts in the fields of sports management and economics, marketing, media, and sports commerce, who were selected using purposive and theoretical sampling methods, and the selection process continued until theoretical saturation was reached. The data collection tool is semi-structured interviews. To analyze the data, three stages of coding (open, axial, and selective) were employed, and MAXQDA software was used. The data analysis led to the identification of 192 concepts and 44 sub-categories. These categories were classified and explained within a paradigm model, including the core phenomenon (shifting the nature of the sports industry toward market logic, value co-creation and redefinition of stakeholder roles, experience-oriented, and multidimensionality of the sports ecosystem), causal conditions (technological transformations and sports digitalization, transformation in the media and communication environment of sports), contextual conditions (social and cultural context of sports consumption, legal and regulatory infrastructure), intervening conditions (political interventions and governance restrictions, international and cross-border limitations), strategies (intelligence of services and digital infrastructure, customer relationship management and personalization of interactions), and consequences (sustainability and maturity of the sports economy, enhancement of brand equity and development of sports brand). The 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.