The aim of this study was to identify the barriers to sports marketing in the AJA Physical Education Organization and to provide solutions to overcome these barriers and develop revenue. To this end, a qualitative research method with a phenomenological approach was used. Subsequently, in-depth, open-ended, and semi-structured qualitative interviews were conducted with ten experienced, knowledgeable, and specialized managers of the armed forces. For data analysis, open and axial coding, as well as hierarchical analysis methods, were employed. The results of the data analysis indicated that the most significant barriers to sports marketing in the AJA Physical Education Organization include legal and regulatory barriers, environmental barriers, security barriers, and managerial and organizational barriers. Finally, appropriate strategies derived from the research were presented to overcome the barriers and enhance revenue in the AJA Physical Education Organization. Consequently, it is necessary to simultaneously address the identified barriers and strive to implement the proposed solutions to develop the organization's revenues.