Abstract

The present study was conducted with the aim of identifying the communication and innovation challenges of sports public relations in Iran. Based on the research approach, this study is qualitative and employs thematic analysis. The statistical population consisted of experts, university faculty members, senior managers, and experienced specialists in the fields of public relations and sports management in Iran. Thirteen participants were selected as the sample using purposive sampling. The validity of the research was confirmed through triangulation and the four-level credibility criteria in the thematic analysis method. Reliability was reported as 0.82 based on the Holsti method. Data analysis was carried out through open, axial, and selective coding using thematic analysis based on the six-step process proposed by Braun and Clarke. Based on the results of the thematic analysis, from among 44 open codes, eight organizing themes were identified and categorized into three main themes: “communication and messaging challenges,” “external–technological challenges,” and “challenges arising from the adoption of artificial intelligence,” as the communication and innovation challenges of public relations in sports. Therefore, the findings indicate that public relations in the field of sport, in addition to traditional challenges related to human and organizational communication, is facing fundamental transformations driven by emerging technologies, particularly artificial intelligence. These transformations have led to changes in the nature of roles, functions, and required skills of public relations professionals.