RESUMEN
Development and expansion in any profession are critical in today's advanced world. Individuals associated with the sports industry view sports as a critical component of their lives. Men, in particular, are more interested in sports like football, basketball, cricket, and tennis. Additionally, organizational behaviour refers to an organization's attitude and actions when confronted with various difficulties. Players must be inspired, encouraged, and trained to perform at their best. The first factor contributing to the sports sector's growth is organizational behaviour. Artificial intelligence is the second factor that contributes to the progress of the sports business. Marketing is the third aspect that contributes to the advancement of the sports business. Marketing a product or service enhances both its worth and value. Three independent variables were considered in this paper: organizational behaviour, artificial intelligence, and marketing tactics. On the other hand, New Product Development has been included as a dependent variable. AMOS 26v was used to evaluate the data collected from 30 respondents. Additionally, the findings demonstrated a substantial correlation between the factors.(AU)