This study examines the challenges and barriers to branding in sports businesses using a digital marketing approach. A qualitative research method, specifically thematic analysis (Braun & Clarke, 2006), was employed, and data were collected through semi-structured interviews with 16 experts and specialists in digital marketing and sports branding. The findings reveal that the primary barriers to digital branding in sports businesses include weak digital infrastructure, management issues, intense competition in the digital space, and technical complexities. Additionally, the lack of coordination within marketing teams, rapid changes in consumer behavior, and failure to adapt to technological advancements are also significant challenges. This research addresses issues such as the absence of appropriate cybersecurity regulations, limitations due to international sanctions, challenges related to international payment systems, and the shortage of advanced digital infrastructure. It shows that these issues directly impact the ability of sports businesses to optimize the use of digital opportunities. In response, recommendations are provided to overcome these challenges, including the improvement of digital infrastructure, development of digital marketing skills within marketing teams, innovation in competitive strategies, and enhanced consumer engagement. The study highlights the need for sports businesses to adopt a comprehensive and cohesive approach to digital branding while keeping pace with market changes and technological developments. Ultimately, the results of this research can help sports businesses improve their digital branding strategies and increase their competitiveness in digital markets.