The purpose of this research is to design a framework for strategic innovation in sports businesses based on Grounded theory. Data was collected using interviews, which involved 19 participants including sports management professors, sports business owners, as well as sports managers. Based on Grounded theory, 156 open codes, 18 substantive codes, and 6 theoretical codes were identified. The factors affecting strategic innovation in sports businesses included institutional factors (culture, institutions, and laws), innovative human resources (providing innovative ideas, recognizing innovative opportunities, and strategic thinking), knowledge of the team and business environment (team, market, and macroeconomics), infrastructure (education, technology, and university-industry connection), and management of innovative business processes (marketing research, branding, empowerment, and human resource capability). The development of strategic innovation in sports businesses is a topic that has received less attention, and understanding the factors affecting it can provide the basis for promoting and developing the innovation ecosystem in sports.
