The aim of the present study was to design a model of the role of media in the development of sports tourism in the city of Shiraz. This research, in terms of nature, was descriptive-correlational and employed field data collection methods. The statistical population of the study consisted of professors and experts in sports management, tourism specialists and professors, managers of travel agencies, and Ph.D. researchers in the field of tourism. The research sample was selected from this population using a convenience sampling method. The research instrument was a researcher-made questionnaire, whose face and content validity were confirmed by 12 professors and experts in relevant fields. Convergent validity, discriminant validity, and composite reliability were also examined and confirmed using PLS software. Data analysis was conducted using statistical methods including frequency percentage, mean, standard deviation, confirmatory factor analysis, and structural equation modeling (SEM), with the help of PLS version 3 software. The results of the study revealed that media play a significant role in the development of various aspects of sports tourism in Shiraz. Accordingly, strategic use of media can have a positive impact on the mental image of sports tourists. Media can increase public awareness of the city’s sports events and attractions, facilitate communication between tourism service providers and target audiences, and ultimately enhance participation in local sports events and attract both domestic and international tourists.