The present research, which is applied-developmental in nature, was conducted with the aim of examining opportunities, challenges, and emerging technologies in sport through a strategic analysis for development and performance improvement. From a methodological perspective, this study adopts a qualitative approach and employs the grounded theory method. The research population consisted of 10 experts in the field of information technology, managers of sports clubs, and representatives of knowledge-based companies active in sports technology, who were selected through purposive sampling based on the criterion of theoretical saturation. Data were collected using semi structured interviews and analyzed through three stages of coding open, axial, and selective with the assistance of MAXQDA 2024 software.

The research findings indicate that the existing challenges to the adoption of emerging technologies in sport are primarily internal and structural in nature, acting as barriers to technological transformation. These challenges include weak digital infrastructure, a lack of specialized human resources, cultural resistance to change, and legal and support gaps, all of which limit the effective utilization of technological capacities. In contrast, opportunities stem from two main sources: first, global technological advancements that enable access to modern tools and advanced methods; and second, the internal needs of the country's sports sector to improve performance, increase competitiveness, and enhance audience experience. The strategies proposed by the research can be categorized into three key axes human and cultural empowerment, financial support and macro level policy making, and the development of sustainable technological infrastructure.