This research aims to develop an innovation model for Iran’s sports tourism industry. Today, sports tourism is recognized as one of the most profitable sectors of the tourism industry, accounting for approximately 20% of the industry’s revenue. Given the increasing importance of social innovation in the sustainable development of service industries and the lack of a comprehensive model in sports tourism, this research seeks to identify and explain the main dimensions and components of social innovation in this field. This study employed a qualitative approach using Strauss and Corbin’s (1990) grounded theory methodology. The study population consisted of Iranian sports tourism experts and specialists, selected through snowball sampling until theoretical saturation was achieved. Data were collected through semi-structured in-depth interviews and documentary study, and analyzed using three-stage coding (open, axial, and selective). The research findings led to the identification of six main categories as pillars of the social innovation model in sports tourism: institutional support (including macro policy-making, financial support, and organizational structure), social capital (including collective participation, institutional trust, and social networking), cultural interactions (including cultural heritage, cultural exchange, and local identity), technological infrastructure (including new technologies, integrated systems, and cyber security), education and empowerment (including skills development, capacity building, and continuous learning), and international interactions (including global cooperation, sports diplomacy, and international branding). The results indicate that successful development of social innovation in sports tourism requires a comprehensive and integrated approach that considers all identified dimensions. This model can serve as a guiding framework for policymakers and managers in developing and implementing innovative programs in sports tourism