Abstarct: The present study aimed to identify the factors affecting electronic marketing in Iraqi football clubs. This research was applied in terms of its purpose and qualitative in nature, conducted with an inductive approach. The information population of the study consisted of both library and field sources. In the library section, relevant articles on electronic and digital marketing in sports clubs were reviewed from Google Scholar within the period 2020 to 2025, and after applying the inclusion and exclusion criteria, 18 scholarly articles were ultimately entered into the analysis process. In the field section, eight executive and marketing managers from professional Iraqi football clubs were selected through purposive sampling baxsed on the principle of theoretical saturation. Data were collected using note-taking sheets and semi-structured interviews, which lasted between 13 and 18 minutes and were conducted both in person and online. To ensure the scientific validity of the data, the criteria of credibility, transferability, dependability, and confirmability proposed by Guba and Lincoln (1981) were employed. Data analysis was conducted using thematic analysis in three stages of coding: basic themes, organizing themes, and global themes. The findings showed that 43 basic themes could be classified into 12 organizing themes and, ultimately, 5 global themes. These global themes included extra-organizational factors (laws and regulations, governmental supervision, 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 results indicate that electronic marketing in Iraqi football clubs is a multidimensional phenomenon, and its effectiveness requires simultaneous attention to environmental requirements, technological infrastructure, managerial support, and coherent marketing strategies. The findings of this study may serve as a basis for strategic decision-making by club managers and sports policymakers toward the sustainable development of electronic marketing.