This study investigates the impact of consumer trust and deepfake technology on purchase intention in the sports sector, employing a multiple regression model and Nonlinear Constrained Analysis (NCA) to quantify these relationships. The research explores how consumer trust influences purchasing behavior and how emerging technologies like deepfake, which manipulate visual and auditory content, affect consumer perceptions of authenticity and trust. The findings reveal that both consumer trust and deepfake technology significantly influence purchase intention, with consumer trust having a slightly stronger effect. The regression analysis shows that higher trust levels lead to a marked increase in purchase intention, while deepfake technology also plays a considerable role, albeit to a lesser extent. NCA provides a visual representation of the upper bounds of purchase intention, elucidating the constraints imposed by varying levels of these independent variables. The study highlights the duality of deepfake technology—both enhancing and potentially undermining consumer trust—and underscores its growing relevance in marketing strategies. These results provide actionable insights for businesses to optimize their marketing approaches by fostering consumer trust and addressing technological concerns. This research contributes to the ongoing discourse on the ethical implications and practical applications of emerging technologies in consumer behavior.