The aim of this study is to design a model for human resource storytelling in knowledge-based sports companies, with a focus on the role of national media in representing organizational human capital. This research employs a qualitative approach using grounded theory methodology (Strauss and Corbin's systematic model). Data were collected through semi-structured interviews with 19 experts in human resource management, media communication, and managers of sports companies, and analyzed using a three-stage coding process. The validity and reliability of the research tools were confirmed. Findings revealed that the core phenomenon of this study is the storytelling of human resources within the organization and its representation in the media, shaped by three main causal conditions: weak internal communication, structural disconnect with the media, and lack of a motivational system. Additionally, contextual conditions such as a non-narrative organizational culture and poor media communication structures, along with intervening conditions like overarching policies, employees’ personal characteristics, and the national media's capacity, act as regulatory or facilitating factors. In the strategies section, four main axes were identified: designing an internal media structure, establishing a structured connection with national media, empowering employees, and producing targeted content for human-centered narratives. Finally, the outcomes of the model were explained at two levels: internal (enhancing human capital and organizational identity) and external (increasing media and social legitimacy of the companies). This model can serve as both a theoretical and practical framework for improving the communication and media policies of sports companies.The aim of this study is to design a model for human resource storytelling in knowledge-based sports companies, with a focus on the role of national media in representing organizational human capital. This research employs a qualitative approach using grounded theory methodology (Strauss and Corbin's systematic model). Data were collected through semi-structured interviews with 19 experts in human resource management, media communication, and managers of sports companies, and analyzed using a three-stage coding process. The validity and reliability of the research tools were confirmed. Findings revealed that the core phenomenon of this study is the storytelling of human resources within the organization and its representation in the media, shaped by three main causal conditions: weak internal communication, structural disconnect with the media, and lack of a motivational system. Additionally, contextual conditions such as a non-narrative organizational culture and poor media communication structures, along with intervening conditions like overarching policies, employees’ personal characteristics, and the national media's capacity, act as regulatory or facilitating factors. In the strategies section, four main axes were identified: designing an internal media structure, establishing a structured connection with national media, empowering employees, and producing targeted content for human-centered narratives. Finally, the outcomes of the model were explained at two levels: internal (enhancing human capital and organizational identity) and external (increasing media and social legitimacy of the companies). This model can serve as both a theoretical and practical framework for improving the communication and media policies of sports companies.