The present study, adopting a Investigación interpretativa (temática) paradigm, employs a qualitative approach and utilizes a thematic analysis strategy in the realm of media management and social marketing in sports. Participants include experts and professors in sports management and marketing, as well as opinion leaders in social media. A purposive sampling method was used, and 15 individuals were selected as the sample size. Data collection tools consisted of in-depth and semi-structured interviews, while thematic analysis of these interviews utilized an open and axial coding approach through MAXQDA 2022 software. Results indicated that 213 initial statements were identified, totaling 667 frequencies, categorized into five main themes: message and content of advertisements, content interference, content evaluation, influencer selection, and the audience identity base, serving as effectiveness indicators for internet advertising with influencers. Furthermore, the concepts of balancing content and advertisements (26), brand identity validation (24), content diversity (24), image and content quality (22), audience feedback measurement (28), and demographic and behavioral characteristics of followers and influencers (27), along with examining visual alignment (21), defining audiences (22), and socio-cognitive impacts (17), held the highest importance coefficients among the identified concepts. In conclusion, the study's findings suggest that meticulous and intelligent planning in influencer selection, the creation of diverse and high-quality content, and attention to the needs and preferences of the audience can enhance the performance of internet advertising with sports influencers in the sports industry. These results can contribute to the Iranian sports industry by improving the effectiveness of advertising and market expansion.