This study aimed to identify the key components of social marketing in Iran’s sports industry, providing a framework for improving social behaviors through athlete-led initiatives. The research method was qualitative, and data were collected through semi-structured interviews with 18 experts in sports management, sociology, sports marketing, communications, mass media, psychology, and elite athletes, until theoretical saturation was achieved. The data were coded and categorized following Braun and Clarke’s (2006) six-step thematic analysis approach. The findings revealed nine main themes of social marketing in sports, including the influence of public figures and celebrities, social justice and empowerment, collaboration with organizations and the private sector, public and mental health, social education through sport, social media, media campaigns and events, economic utilization and branding, and health and nutrition goals. Each theme encompassed related subthemes and codes that highlighted athletes’ roles as cultural icons, their social responsibility, women’s empowerment, equitable access to opportunities, intersectoral collaboration, promotion of mental and physical health, social skills training, use of digital and traditional media, health campaigns and participatory initiatives, ethical branding, and the encouragement of healthy lifestyles. Thus, the successful implementation of social marketing in sports requires the synergy of cultural, social, economic, and media factors. Accordingly, designing comprehensive policies and empowering athletes can lead to improved social behaviors and enhanced public health.