Digital Transformation and Administration Innovation In Press 2027 05 01 Designing a Model of the Barriers to the Implementation of Digital Marketing in the Development of Entrepreneurship in the Iraqi Football Industry Designing a Model of the Barriers to the Implementation of Digital Marketing in the Development of Entrepreneurship in the Iraqi Football Industry 1 12 EN Journal Article 2026 07 14 <p>This study aimed to identify, classify, and develop a comprehensive model of the barriers to digital marketing implementation in entrepreneurship development within the Iraqi football industry. An exploratory sequential mixed-methods design was employed. Qualitative data were collected through semi-structured interviews with 17 experts and analyzed using thematic analysis. Based on the qualitative findings, a validated questionnaire was administered to 387 managers, marketing specialists, digital media practitioners, and sport management experts. Structural Equation Modeling (SEM) was used to validate the proposed model. The qualitative phase identified seven major categories of barriers, including infrastructural, technology and data; managerial and organizational; institutional, political and economic; cultural and social; commercial, content and fan engagement; human capital and knowledge ecosystem; and digital trust and cybersecurity barriers. The quantitative results demonstrated that all identified dimensions had significant negative effects on entrepreneurship development in the Iraqi football industry. Commercial, content and fan engagement barriers (β = −0.41), infrastructural, technology and data barriers (β = −0.36), and managerial and organizational barriers (β = −0.31) showed the strongest negative impacts. Furthermore, model fit indices confirmed the satisfactory fit of the proposed structural model. The study contributes to the literature by developing and empirically validating one of the first context-specific models explaining the barriers to digital marketing implementation in entrepreneurship development within the Iraqi football industry. The findings highlight the need for integrated investments in digital infrastructure, managerial capabilities, human capital, and regulatory support to accelerate digital transformation and entrepreneurship development in Iraqi football.</p> https://www.journaldtai.com/index.php/jdtai/article/download/332/300