twin transformation in sports marketing: the use of storytelling in grounded theory

The two forces reshaping industries in the 21st century are digital transformation (dt) and sustainability which are referred to as twin transformations. dual transformations are now ubiquitous in sports as fans and sports institutions urge clubs to be socially and technologically innovative. however, there is limited academic research at this intersection, especially in the context of sports marketing. this study uses a qualitative approach informed by strauss and corbin's grounded theory (gt). semi-structured interviews were held with 15 participants. the data were interpreted by open, axial, and selective coding. the storyline method, which describes the dynamic interaction of the causal, contextual, and intervening elements of an event, was added in the last step of theory construction to describe the processes of digital sustainability in sport. key findings portray how digital technology makes sustainable sports marketing possible by fostering eco-friendly marketing, improving fan interactions, and lessening ecological footprints. fueling these advantages, however, inadequate infrastructure, a lack of governing frameworks, and digital inequality pose considerable hindrances. synthesis through storytelling demonstrates theoretic convergence to show how sports firms embrace change by weaving digital sustainability into business frameworks, trimming costs, and reinforcing stakeholder confidence. the primary goal of this research is to illustrate the importance of strategically linking digital initiatives and sustainability objectives in the context of sports. it describes the steps processes through which organizations can align social innovation with digital innovation by systematizing evidence into a theory to strengthen social responsibility.