The purpose of the current research was to design a sports marketing model in the National Olympic Committee. This research is practical and with a mixed approach (qualitative and quantitative). In the qualitative part, the sample included experts and elites of the country's sports industry, 15 of whom were selected through purposive sampling for in-depth interviews. In the quantitative part, the statistical population included managers and experts of the committee. National Olympic team, the beneficiaries of the country's sports and the heads of sports departments and federations, 384 people were purposefully selected as a sample. The data collection tool was a semi-structured interview in the qualitative part and a researcher-made questionnaire in the quantitative part. To analyze the information, coding was used in the qualitative part and structural equation model was used in the quantitative part. Based on the results of qualitative data analysis from the interview, a paradigm model was presented in the form of 6 dimensions, including causal conditions (6 categories), background conditions ( 5 categories), intervening conditions (5 categories), central phenomenon (1 category), strategy (7 categories) and consequence (6 categories). The value of the model indicators showed that the developed model has a good fit.