Abstarct: The aim of the present study was to identify the factors affecting electronic marketing in Iraqi football clubs. This research is applied in terms of purpose and qualitative in terms of the nature of the data, and it was conducted using an inductive approach. The research population consisted of two sections: library-baxsed and field-baxsed sources. In the library section, articles related to electronic and digital marketing in sports clubs were reviewed from the Google Scholar databaxse within the period 2020 to 2025. After applying the inclusion and exclusion criteria, 18 scientific articles were ultimately selected for analysis. In the field section, eight executive and marketing managers of professional Iraqi football clubs were selected through purposive sampling baxsed on the principle of theoretical saturation. Data collection tools included note-taking forms for extracting information from the articles and semi-structured interviews, which were conducted both in person and online, with each interview lasting between 13 and 18 minutes. To ensure the scientific rigor of the data, the criteria of credibility, transferability, dependability, and confirmability proposed by Guba and Lincoln (1981) were applied. Data analysis was carried out using thematic analysis through three stages of coding: basic themes, organizing themes, and global themes. The results of the thematic analysis revealed 43 basic themes, which were categorized into 12 organizing themes and ultimately synthesized into five global themes. These global themes included supra-organizational factors (such as laws and regulations, governmental oversight, and competitive pressure), technological capability (hardware and software infrastructure, information security, and technical skills), organizational and managerial requirements (management support, organizational culture, financial resources, and training), marketing strategies and processes (digital channels, content production, branding, and audience engagement), and outcomes of electronic marketing (increased efficiency, improved performance, customer satisfaction, and loyalty). Overall, the findings indicate that electronic marketing in Iraqi football clubs is a multidimensional phenomenon, and achieving its effectiveness requires simultaneous attention to environmental requirements, technological infrastructure, managerial support, and the development of coherent marketing strategies. The results of this study can serve as a basis for strategic decision-making by club managers and sports policymakers toward the sustainable development of electronic marketing.