Sport Sciences Research Institute Sport Management Studies 2538-3213 17 91 2025 07 23 Providing a Model for the Promotion of Voluntary Work in Sports with a Social Capital Approach Providing a Model for the Promotion of Voluntary Work in Sports with a Social Capital Approach 17 60 4505 10.22089/smrj.2025.16493.4003 FA Halimeh Piri PhD student, Department of Physical Education and Sports Sciences, Mashhad Branch, Islamic Azad University, Mashhad, Iran Shahryar Kharazian Assistant Professor, Department of Physical Education and Sports Sciences, Mashhad Branch, Islamic Azad University, Mashhad, Iran Azam Nkhaie Niazi Assistant Professor, Department of Physical Education, Payam Noor University, Tehran, Iran. Seyyed Mohammad Hossein Hosseini Ravesh Assistant Professor, Department of Physical Education and Sports Sciences, Mashhad Branch, Islamic Azad University, Mashhad, Iran 0000-0002-9824-5430 Journal Article 2024 04 15 Extended Abstract Background and Purpose Sports, as a group activity, possess a unique ability to generate social capital and serve as a platform for building or enhancing networks of social relationships through teamwork. Evidence shows that individuals actively engaged in sports tend to hold greater social capital and, consequently, enjoy elevated levels of social trust. Social capital broadly refers to the interpersonal relationships, social networks, and reciprocal trust norms that facilitate cooperation and cohesion among members of society. A significant body of research emphasizes the role of voluntary associations and behaviors in nurturing a spirit of volunteerism, alongside its ethical and value-driven outcomes within communities. Volunteering is defined as an activity that, typically performed without monetary compensation, manifests as a high degree of voluntary choice within formal organizational structures and embodies altruistic motivations aimed at benefiting others. Despite its critical importance, recent years have seen challenges faced by sports organizations globally, notably a decline in volunteer participation. It is therefore vital to identify and bolster the factors influencing the motivation of sports volunteers to encourage broader societal participation. Given sports’ effectiveness as a fertile ground for generating social capital and stimulating volunteering, alongside worrying declines in volunteering trends nationally, this research aimed to propose a social capital-based model to promote volunteerism in sports. Methods This study is philosophical and interpretive in nature with an exploratory focus. It applies qualitative research methodologies within the classic grounded theory approach. The statistical population included experts specializing in volunteering and sports sociology. Data were collected through open-format, unstructured interviews with thirteen purposively selected experts and experienced instructors. Reliability and trustworthiness of the data were achieved following systematic grounded theory procedures, ensuring rigor both formally and content-wise. Credibility and transferability were established by continuing data collection until saturation was reached, presenting rich informant accounts, engaging participants throughout the research, and adapting collection as necessary. Multiple coders independently conducted data coding to mitigate individual bias. Confirmability was assured through deliberate sample selection, integrating semi-structured interviews with field note-taking, obtaining participant feedback, validating findings with experts, and maintaining detailed technical and field notes while consciously preventing bias throughout the study. The analysis progressed through three strategic coding phases—open, axial, and selective coding—to fulfill the research objectives. These coding processes and their outcomes are elaborated in the discussion section. Results The analysis revealed that the social capital-driven model of promoting volunteer activities in sports comprises six principal indicators: Civic Volunteering: Engaging volunteers in urban development and beautification through sports initiatives, environmental protection efforts, participation in religious and cultural domains, involvement in sports-related artistic activities and rituals, and supporting the emergence of urban and national identity. Idealistic Volunteering: Mobilizing volunteers through platforms encouraging suggestions and criticism, promoting social justice, enhancing volunteers’ knowledge and experience within sports contexts, and facilitating access to open spaces for engagement. Social Volunteering: Utilizing volunteers to broaden social interaction and solidarity networks, fostering family-based sporting activities, promoting harmony and friendship through sport, supporting peacebuilding and human rights advocacy, enriching recreational time, collaborating through sports associations and centers, boosting social vitality, encouraging national integration, and mitigating societal harms. Development-Oriented Volunteering: Engaging volunteers to construct sports infrastructure and integrate technological and creative expertise into sports environments. Altruistic Volunteering: Involving volunteers to expand sports opportunities in suburban areas, promote sports for marginalized or special groups, support student and educational sports, assist working children and those experiencing homelessness, foster worker sports initiatives, encourage elder participation, manage fan activities, and conduct charity-driven sports events. Volunteering and Personal Development: Helping volunteers strengthen social connections via sports, build self-confidence, display personal capacities and skills, enrich social experiences, and develop teamwork abilities. Overall, the findings demonstrate that sport volunteerism grounded in social capital extends beyond infrastructure and justice development, significantly fostering national identity, personal growth, and social sustainability. Conclusion Based on these findings, it can be concluded that the six identified volunteering types—citizenship, idealistic, social, development-focused, altruistic, and personal development-oriented volunteering—constitute essential indicators and mechanisms for enhancing sports volunteerism. This multifaceted approach ultimately leads to an increase in the social capital of volunteers. Consequently, it is recommended that policymakers, sports organizations, and communities implement strategies derived from this model to reinforce volunteer engagement and strengthen social solidarity among participants. Article Message The core message of this article is that civic, idealistic, social, development-oriented, altruistic, and personal development volunteering collectively form the pillars for increasing volunteer activity in sports, thereby nurturing social capital among volunteers. This framework underscores the inclusion of volunteers across diverse domains—including cultural, environmental, educational, and infrastructural sectors—maximizing their positive societal impact. Notably, facilitating opportunities for volunteers to demonstrate capabilities and skills through sports enhances motivation and reinforces social cohesion. Ethical Considerations Research ethics principles were strictly followed throughout this study. Participants were thoroughly informed about the research objectives and methods, provided written informed consent, and had confidentiality assured. This research was conducted in compliance with the regulations set forth by the National System for Registration and Announcement of Ethical Committee Results in Biomedical Studies, with all ethical aspects duly reviewed. Conflict of Interest The authors declare no conflict of interest related to this publication. Authors’ Contributions Conceptualization: Halime Piri, Shahryar Kharazian Data Collection: Halime Piri, Azam Nakhaie Naizi Data Analysis: Seyed Mohammad Hosein Hoseini Ravesh Manuscript Writing: Halime Piri, Shahryar Kharazian Review and Editing: Shahryar Kharazian, Seyed Mohammad Hosein Hoseini Ravesh Responsible for funding: Halime Piri, Shahryar Kharazian Literature Review: Halime Piri Project Manager: Shahryar Kharazian Acknowledgments The authors extend their heartfelt thanks to all contributors and participants who supported this research. Extended Abstract Background and Purpose Sports, as a group activity, possess a unique ability to generate social capital and serve as a platform for building or enhancing networks of social relationships through teamwork. Evidence shows that individuals actively engaged in sports tend to hold greater social capital and, consequently, enjoy elevated levels of social trust. Social capital broadly refers to the interpersonal relationships, social networks, and reciprocal trust norms that facilitate cooperation and cohesion among members of society. A significant body of research emphasizes the role of voluntary associations and behaviors in nurturing a spirit of volunteerism, alongside its ethical and value-driven outcomes within communities. Volunteering is defined as an activity that, typically performed without monetary compensation, manifests as a high degree of voluntary choice within formal organizational structures and embodies altruistic motivations aimed at benefiting others. Despite its critical importance, recent years have seen challenges faced by sports organizations globally, notably a decline in volunteer participation. It is therefore vital to identify and bolster the factors influencing the motivation of sports volunteers to encourage broader societal participation. Given sports’ effectiveness as a fertile ground for generating social capital and stimulating volunteering, alongside worrying declines in volunteering trends nationally, this research aimed to propose a social capital-based model to promote volunteerism in sports. Methods This study is philosophical and interpretive in nature with an exploratory focus. It applies qualitative research methodologies within the classic grounded theory approach. The statistical population included experts specializing in volunteering and sports sociology. Data were collected through open-format, unstructured interviews with thirteen purposively selected experts and experienced instructors. Reliability and trustworthiness of the data were achieved following systematic grounded theory procedures, ensuring rigor both formally and content-wise. Credibility and transferability were established by continuing data collection until saturation was reached, presenting rich informant accounts, engaging participants throughout the research, and adapting collection as necessary. Multiple coders independently conducted data coding to mitigate individual bias. Confirmability was assured through deliberate sample selection, integrating semi-structured interviews with field note-taking, obtaining participant feedback, validating findings with experts, and maintaining detailed technical and field notes while consciously preventing bias throughout the study. The analysis progressed through three strategic coding phases—open, axial, and selective coding—to fulfill the research objectives. These coding processes and their outcomes are elaborated in the discussion section. Results The analysis revealed that the social capital-driven model of promoting volunteer activities in sports comprises six principal indicators: Civic Volunteering: Engaging volunteers in urban development and beautification through sports initiatives, environmental protection efforts, participation in religious and cultural domains, involvement in sports-related artistic activities and rituals, and supporting the emergence of urban and national identity. Idealistic Volunteering: Mobilizing volunteers through platforms encouraging suggestions and criticism, promoting social justice, enhancing volunteers’ knowledge and experience within sports contexts, and facilitating access to open spaces for engagement. Social Volunteering: Utilizing volunteers to broaden social interaction and solidarity networks, fostering family-based sporting activities, promoting harmony and friendship through sport, supporting peacebuilding and human rights advocacy, enriching recreational time, collaborating through sports associations and centers, boosting social vitality, encouraging national integration, and mitigating societal harms. Development-Oriented Volunteering: Engaging volunteers to construct sports infrastructure and integrate technological and creative expertise into sports environments. Altruistic Volunteering: Involving volunteers to expand sports opportunities in suburban areas, promote sports for marginalized or special groups, support student and educational sports, assist working children and those experiencing homelessness, foster worker sports initiatives, encourage elder participation, manage fan activities, and conduct charity-driven sports events. Volunteering and Personal Development: Helping volunteers strengthen social connections via sports, build self-confidence, display personal capacities and skills, enrich social experiences, and develop teamwork abilities. Overall, the findings demonstrate that sport volunteerism grounded in social capital extends beyond infrastructure and justice development, significantly fostering national identity, personal growth, and social sustainability. Conclusion Based on these findings, it can be concluded that the six identified volunteering types—citizenship, idealistic, social, development-focused, altruistic, and personal development-oriented volunteering—constitute essential indicators and mechanisms for enhancing sports volunteerism. This multifaceted approach ultimately leads to an increase in the social capital of volunteers. Consequently, it is recommended that policymakers, sports organizations, and communities implement strategies derived from this model to reinforce volunteer engagement and strengthen social solidarity among participants. Article Message The core message of this article is that civic, idealistic, social, development-oriented, altruistic, and personal development volunteering collectively form the pillars for increasing volunteer activity in sports, thereby nurturing social capital among volunteers. This framework underscores the inclusion of volunteers across diverse domains—including cultural, environmental, educational, and infrastructural sectors—maximizing their positive societal impact. Notably, facilitating opportunities for volunteers to demonstrate capabilities and skills through sports enhances motivation and reinforces social cohesion. Ethical Considerations Research ethics principles were strictly followed throughout this study. Participants were thoroughly informed about the research objectives and methods, provided written informed consent, and had confidentiality assured. This research was conducted in compliance with the regulations set forth by the National System for Registration and Announcement of Ethical Committee Results in Biomedical Studies, with all ethical aspects duly reviewed. Conflict of Interest The authors declare no conflict of interest related to this publication. Authors’ Contributions Conceptualization: Halime Piri, Shahryar Kharazian Data Collection: Halime Piri, Azam Nakhaie Naizi Data Analysis: Seyed Mohammad Hosein Hoseini Ravesh Manuscript Writing: Halime Piri, Shahryar Kharazian Review and Editing: Shahryar Kharazian, Seyed Mohammad Hosein Hoseini Ravesh Responsible for funding: Halime Piri, Shahryar Kharazian Literature Review: Halime Piri Project Manager: Shahryar Kharazian Acknowledgments The authors extend their heartfelt thanks to all contributors and participants who supported this research.

https://smrj.ssrc.ac.ir/article_4505_149ef6419512be56a93169cd5e6fa8fd.pdf

Sport Sciences Research Institute Sport Management Studies 2538-3213 17 91 2025 07 23 Slippery Benches: Examining Factors Affecting Successive Head Coaches Changes in the Iranian Premier Football League at Both Micro and Macro Levels Slippery Benches: Examining Factors Affecting Successive Head Coaches Changes in the Iranian Premier Football League at Both Micro and Macro Levels 61 84 4729 10.22089/smrj.2025.17010.4047 FA Roghayeh Taherzadeh Shalmai Department of Sport Management, Faculty of Physical Education, University of Guilan, Rasht, Iran 0009-0000-6342-2241 Shahram Shafiee Department of Sport Management, Faculty of Physical Education, University of Guilan, Rasht, Iran 0000-0002-8208-0846 Mohammad Javad Ziya Department of Sport Management, Faculty of Physical Education, University of Guilan, Rasht, Iran 0000-0002-1732-9318 Journal Article 2024 07 16 Extended Abstract Background and Purpose <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">The Iranian Premier Football League has become a notable example of managerial instability, characterized by frequent and costly changes of head coaches. This instability undermines tactical and technical team development, erodes organizational trust, disrupts long-term planning, and diminishes fan confidence. While coaching dismissals are often perceived as short-term tactical adjustments, they emerge from a complex interplay of micro-level dynamics—such as players, fans, and intermediaries—and macro-level influences, including political pressures, media narratives, and cultural norms. This study aims to investigate the determinants behind recurrent head coach changes in the Iranian Premier League by prioritizing the factors across these micro and macro dimensions. The goal is to deepen understanding of the often-hidden rationalities driving coaching instability and to propose practical measures for enhancing governance, stability, and professionalization within Iranian football. <span style="font-size: 10.0pt; mso-bidi-font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;"> Methods This research adopts a descriptive-survey and field-based design, targeting stakeholders involved in Iranian professional football—managers, coaches, players, referees, medical staff, and sports media professionals. Due to accessibility constraints, a non-random convenience sampling method was employed. Applying Barclay et al.’s (1996) guideline—requiring a minimum of ten respondents per item in the dimension with the highest number of indicators (six items for media)—at least 60 participants were necessary. Ultimately, 212 questionnaires were distributed, with 203 valid responses analyzed. The study utilized a researcher-developed questionnaire comprising 38 items across nine dimensions, rated on a five-point Likert scale. Face and content validity were secured through expert assessment involving professors, doctoral candidates, and professional coaches/players. Reliability testing with 30 respondents yielded Cronbach’s alpha coefficients above 0.70, confirming internal consistency. <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">Data collection occurred via digital platforms, ensuring broad accessibility among football stakeholders. Exploratory Factor Analysis (EFA) through SPSS v23 validated the construct reliability, while Kolmogorov-Smirnov tests addressed data normality concerns. Subsequent analyses applied Smart PLS v3 due to non-normality of data. Model evaluation considered internal consistency, convergent validity, and discriminant validity. Friedman’s test was employed to rank the relative influence of factors within micro and macro spheres and across expert subgroups. This mixed-method statistical approach ensured both reliability and rich interpretative insight, resulting in robust findings applicable to the governance dynamics of professional football in Iran. <span style="font-size: 10.0pt; mso-bidi-font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;"> Results <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">Demographics revealed the majority of respondents were males aged 31–40, predominantly holding undergraduate degrees and actively engaged as athletes, with 6–10 years of professional experience. Descriptive analyses identified intermediaries (agents) as the highest scoring dimension across all categories, whereas assistant coaches ranked the lowest. Macro-level analysis highlighted political pressures as most influential, followed by media influence, with cultural norms considered least impactful. <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">Within the micro-level factors, intermediaries again dominated, succeeded by managers, fans, players, experts, and assistant coaches. EFA confirmed nine valid dimensions explaining 47.74% of variance. Reliability and validity metrics attested to the model’s robustness. Friedman’s test confirmed significant differences among variables, solidifying agents as the foremost micro-level factor, while politics prevailed at the macro level. When aggregated, agents were considered more influential than politics, managers, fans, players, and media. <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">Distinct expert perspectives emerged: managers emphasized political and organizational pressures; coaches highlighted sports management; players viewed intermediaries as pivotal; media professionals prioritized managerial factors. These findings reveal the multilayered, contested nature of decision-making in Iranian football. Coaching changes rarely stem from objective technical evaluations but rather from power struggles, institutional pressures, and symbolic gestures toward fan and media expectations. Agents function as key brokers in informal networks, wielding considerable influence over player transfers, contracts, and coaching careers. Political actors and media amplify instability, often overriding organizational logic. Collectively, the study illustrates that coaching turnover is a systemic product of intertwined micro and macro elements, reflecting deeper governance deficits within professional football. <span style="font-size: 10.0pt; mso-bidi-font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;"> Conclusion <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">The research demonstrates that head coach instability in the Iranian Premier League originates from both micro and macro-level forces, with intermediaries and political pressures playing dominant roles. Rather than purely resulting from performance shortcomings, coaching changes reflect the convergence of institutional dynamics, political intervention, and media-driven narratives. These insights highlight the necessity for transparent governance, stricter regulation of agents, depoliticization of managerial appointments, and improved communication strategies with fans and media. Strengthening leadership capability and embracing long-term strategic planning within clubs are vital to disrupt the recurrent cycle of instability. Sustainable success in Iranian football depends not on reactive coaching changes but on systemic reforms that realign organizational logic with professional standards. This study contributes a nuanced dual-level framework for understanding coaching instability, offering practical recommendations for governance and organizational resilience. Article Message <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">Repeated head coach changes in the Iranian Premier League are symptomatic not just of technical failings but of entrenched systemic challenges. This research reveals that intermediaries, political forces, and media narratives are decisive agents that overshadow meritocratic evaluation and long-term planning. By deploying a dual-level analytical framework, the study elucidates how coaching volatility is embedded within broader institutional, cultural, and political contexts. Addressing these factors through comprehensive regulation, governance reform, and leadership development can convert instability into resilience, fostering organizational trust, continuity, and professionalization. The article calls for proactive, systemic, and multi-tiered governance reforms to stabilize Iranian football. Ethical Considerations <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">Participant involvement was fully voluntary, with comprehensive briefing on study objectives, confidentiality assurances, and the right to withdraw at any stage. Data were anonymized and treated solely for research purposes, conforming rigorously to ethical standards governing sports management research. Authors’ Contributions <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">Conceptualization: Mohammad Javad Ziya Data Collection: Roghayeh Taherzadeh Shalmai Data Analysis: Roghayeh Taherzadeh Shalmai, Mohammad Javad Ziya Manuscript Writing: Roghayeh Taherzadeh Shalmai, Mohammad Javad Ziya Review and Editing: Shahram Shafiee Funding Responsibility: Shahram Shafiee Literature Review: Shahram Shafiee Project Management: Shahram Shafiee Additional Contributions: Roghayeh Taherzadeh Shalmai, Mohammad Javad Ziya Conflicts of Interest <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">The authors declare no conflicts of interest related to this study. <span style="font-size: 10.0pt; mso-bidi-font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;"> Acknowledgments <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">The authors sincerely thank the managers, coaches, athletes, referees, medical personnel, and media professionals who generously shared their insights. Special appreciation is extended to academic colleagues and doctoral students who provided invaluable feedback during the validation of research instruments. <span dir="RTL" lang="FA" style="font-size: 13.0pt; mso-ansi-font-size: 12.0pt; font-family: 'B Nazanin'; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;"> Extended Abstract Background and Purpose <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">The Iranian Premier Football League has become a notable example of managerial instability, characterized by frequent and costly changes of head coaches. This instability undermines tactical and technical team development, erodes organizational trust, disrupts long-term planning, and diminishes fan confidence. While coaching dismissals are often perceived as short-term tactical adjustments, they emerge from a complex interplay of micro-level dynamics—such as players, fans, and intermediaries—and macro-level influences, including political pressures, media narratives, and cultural norms. This study aims to investigate the determinants behind recurrent head coach changes in the Iranian Premier League by prioritizing the factors across these micro and macro dimensions. The goal is to deepen understanding of the often-hidden rationalities driving coaching instability and to propose practical measures for enhancing governance, stability, and professionalization within Iranian football. <span style="font-size: 10.0pt; mso-bidi-font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;"> Methods This research adopts a descriptive-survey and field-based design, targeting stakeholders involved in Iranian professional football—managers, coaches, players, referees, medical staff, and sports media professionals. Due to accessibility constraints, a non-random convenience sampling method was employed. Applying Barclay et al.’s (1996) guideline—requiring a minimum of ten respondents per item in the dimension with the highest number of indicators (six items for media)—at least 60 participants were necessary. Ultimately, 212 questionnaires were distributed, with 203 valid responses analyzed. The study utilized a researcher-developed questionnaire comprising 38 items across nine dimensions, rated on a five-point Likert scale. Face and content validity were secured through expert assessment involving professors, doctoral candidates, and professional coaches/players. Reliability testing with 30 respondents yielded Cronbach’s alpha coefficients above 0.70, confirming internal consistency. <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">Data collection occurred via digital platforms, ensuring broad accessibility among football stakeholders. Exploratory Factor Analysis (EFA) through SPSS v23 validated the construct reliability, while Kolmogorov-Smirnov tests addressed data normality concerns. Subsequent analyses applied Smart PLS v3 due to non-normality of data. Model evaluation considered internal consistency, convergent validity, and discriminant validity. Friedman’s test was employed to rank the relative influence of factors within micro and macro spheres and across expert subgroups. This mixed-method statistical approach ensured both reliability and rich interpretative insight, resulting in robust findings applicable to the governance dynamics of professional football in Iran. <span style="font-size: 10.0pt; mso-bidi-font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;"> Results <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">Demographics revealed the majority of respondents were males aged 31–40, predominantly holding undergraduate degrees and actively engaged as athletes, with 6–10 years of professional experience. Descriptive analyses identified intermediaries (agents) as the highest scoring dimension across all categories, whereas assistant coaches ranked the lowest. Macro-level analysis highlighted political pressures as most influential, followed by media influence, with cultural norms considered least impactful. <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">Within the micro-level factors, intermediaries again dominated, succeeded by managers, fans, players, experts, and assistant coaches. EFA confirmed nine valid dimensions explaining 47.74% of variance. Reliability and validity metrics attested to the model’s robustness. Friedman’s test confirmed significant differences among variables, solidifying agents as the foremost micro-level factor, while politics prevailed at the macro level. When aggregated, agents were considered more influential than politics, managers, fans, players, and media. <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">Distinct expert perspectives emerged: managers emphasized political and organizational pressures; coaches highlighted sports management; players viewed intermediaries as pivotal; media professionals prioritized managerial factors. These findings reveal the multilayered, contested nature of decision-making in Iranian football. Coaching changes rarely stem from objective technical evaluations but rather from power struggles, institutional pressures, and symbolic gestures toward fan and media expectations. Agents function as key brokers in informal networks, wielding considerable influence over player transfers, contracts, and coaching careers. Political actors and media amplify instability, often overriding organizational logic. Collectively, the study illustrates that coaching turnover is a systemic product of intertwined micro and macro elements, reflecting deeper governance deficits within professional football. <span style="font-size: 10.0pt; mso-bidi-font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;"> Conclusion <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">The research demonstrates that head coach instability in the Iranian Premier League originates from both micro and macro-level forces, with intermediaries and political pressures playing dominant roles. Rather than purely resulting from performance shortcomings, coaching changes reflect the convergence of institutional dynamics, political intervention, and media-driven narratives. These insights highlight the necessity for transparent governance, stricter regulation of agents, depoliticization of managerial appointments, and improved communication strategies with fans and media. Strengthening leadership capability and embracing long-term strategic planning within clubs are vital to disrupt the recurrent cycle of instability. Sustainable success in Iranian football depends not on reactive coaching changes but on systemic reforms that realign organizational logic with professional standards. This study contributes a nuanced dual-level framework for understanding coaching instability, offering practical recommendations for governance and organizational resilience. Article Message <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">Repeated head coach changes in the Iranian Premier League are symptomatic not just of technical failings but of entrenched systemic challenges. This research reveals that intermediaries, political forces, and media narratives are decisive agents that overshadow meritocratic evaluation and long-term planning. By deploying a dual-level analytical framework, the study elucidates how coaching volatility is embedded within broader institutional, cultural, and political contexts. Addressing these factors through comprehensive regulation, governance reform, and leadership development can convert instability into resilience, fostering organizational trust, continuity, and professionalization. The article calls for proactive, systemic, and multi-tiered governance reforms to stabilize Iranian football. Ethical Considerations <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">Participant involvement was fully voluntary, with comprehensive briefing on study objectives, confidentiality assurances, and the right to withdraw at any stage. Data were anonymized and treated solely for research purposes, conforming rigorously to ethical standards governing sports management research. Authors’ Contributions <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">Conceptualization: Mohammad Javad Ziya Data Collection: Roghayeh Taherzadeh Shalmai Data Analysis: Roghayeh Taherzadeh Shalmai, Mohammad Javad Ziya Manuscript Writing: Roghayeh Taherzadeh Shalmai, Mohammad Javad Ziya Review and Editing: Shahram Shafiee Funding Responsibility: Shahram Shafiee Literature Review: Shahram Shafiee Project Management: Shahram Shafiee Additional Contributions: Roghayeh Taherzadeh Shalmai, Mohammad Javad Ziya Conflicts of Interest <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">The authors declare no conflicts of interest related to this study. <span style="font-size: 10.0pt; mso-bidi-font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;"> Acknowledgments <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">The authors sincerely thank the managers, coaches, athletes, referees, medical personnel, and media professionals who generously shared their insights. Special appreciation is extended to academic colleagues and doctoral students who provided invaluable feedback during the validation of research instruments. <span dir="RTL" lang="FA" style="font-size: 13.0pt; mso-ansi-font-size: 12.0pt; font-family: 'B Nazanin'; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">

https://smrj.ssrc.ac.ir/article_4729_a425170bf40e8d6ee473b271d96dae18.pdf

Sport Sciences Research Institute Sport Management Studies 2538-3213 17 91 2025 07 23 Explaining the Role of Identity Fusion in the Violence of Football Fans Explaining the Role of Identity Fusion in the Violence of Football Fans 85 106 4730 10.22089/smrj.2025.17049.4053 FA Vajiheh Javani Associate Professor, Department of Sports Management, Faculty of Physical Education and Sports Sciences, University of Tabriz, Tabriz, Iran 0000-0002-6667-5575 Gholamreza Mirzamohamadi PhD Candidate, Department of Sports Management, University of Tabriz, Tabriz, Iran 0000-0001-6092-8802 Fatemeh Abdavi Associate Professor, Department of Sports Management, Faculty of Physical Education and Sports Sciences, University of Tabriz, Tabriz, Iran Journal Article 2024 08 06 <span style="mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">Extended Abstract <span style="mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">Background and Purpose <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">Football fan violence has emerged as a significant challenge confronting modern sports management worldwide. This phenomenon transcends cultural and geographic boundaries, ranging from verbal aggression to physical confrontations that can result in serious injuries and property damage. Despite decades of research, the psychological and identity-based mechanisms driving fan violence remain insufficiently understood. Traditional studies have mainly focused on external causal factors such as crowd dynamics, alcohol consumption, rivalry intensity, and environmental triggers, often neglecting the underlying psychological processes motivating violent behaviors in football supporters. This study addresses this gap by applying identity fusion theory to explore the lived experiences of Iranian football fans and their association with violent conduct. Identity fusion theory, a pivotal framework in social psychology, explains how individual and collective identities can deeply merge, blurring boundaries between self and group, thereby generating powerful motivations for extreme pro-group behaviors. <span style="mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;"> <span style="mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">Methods <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">A qualitative phenomenological methodology was employed to capture the nuanced psychological experiences of individuals deeply immersed in Iranian football culture. The study utilized Smith’s Interpretive Phenomenological Analysis (IPA), well suited for examining complex psychological phenomena and participants’ meaning-making processes. Data were primarily collected through semi-structured in-depth interviews, designed around identity fusion constructs and including questions on personal attachment to football teams, group identification, experiences with fan violence, and psychological drivers of extreme fan behavior. Interviews spanned approximately 60 to 90 minutes each and were audio-recorded with informed consent over a six-month period. A purposive sampling strategy ensured representation across diverse stakeholder groups within Iranian football, recruiting 70 participants including active football fans from numerous clubs, sports management experts, stadium and club academy managers, security personnel, and other relevant actors. This multi-perspective approach enhanced the study’s credibility and transferability. Selection criteria centered on direct involvement with Iranian football culture and capacity to provide rich, detailed narratives. Data analysis followed Smith’s IPA process: detailed verbatim transcription, initial coding focused on significant statements, grouping codes into preliminary themes, and refining these into overarching categories. Member checking and peer debriefing techniques were employed to ensure trustworthiness. <span style="font-size: 10.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;"> <span style="mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">Results <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">The qualitative analysis uncovered a complex network of factors influencing football fan violence, organized into three principal thematic categories encompassing 21 subthemes and 196 primary codes. The first theme, “Contextual Factors,” highlights environmental, social, and situational conditions fostering violent fan behavior. Subthemes include historical club rivalries, socioeconomic disparities reflected in football settings, media shaping fan perceptions, and external provocations inciting violence. Participants consistently reported how these contextual elements transform regular matches into emotionally charged events prone to conflict. The second theme, “Identity Convergence Mechanisms,” elucidates psychological processes where individuals’ identities become fused with their football group, producing profound emotional bonds that transcend conventional group membership. This fusion induces perceptions that threats to the team equate to personal attacks. Subthemes cover emotional investment in team success, symbolic embodiment of personal values via team affiliation, collective memory formation, and development of ‘us versus them’ mentalities that legitimize extreme behaviors defending the group. Participants often described experiences of profound unity with fellow fans, using expressions indicative of complete identification. The third theme, “Institutional Elements,” addresses formal and informal organizational and societal structures that either mitigate or exacerbate fan violence. Subthemes include security protocols, club management policies, fan organization frameworks, and societal responses to football-related violence. Participants noted that institutional reactions can either escalate tensions or channel fan passion constructively. The findings identify identity fusion as a potent psychological mechanism capable of motivating both positive and negative fan behaviors, contingent upon its management and contextual framing. <span style="mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;"> <span style="mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">Conclusion <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">This study advances understanding of the intricate relationship between identity fusion and football fan violence, demonstrating that violent conduct is not merely reactive but rooted in deeply intertwined individual and collective identities. The findings challenge conventional external-control approaches by emphasizing identity-centered interventions. Identifying contextual, psychological, and institutional components yields a comprehensive framework for more effective prevention and intervention strategies. The research enriches theoretical knowledge of identity fusion within sports settings while offering actionable insights for sports managers, policymakers, and security professionals tackling fan violence. Successful prevention necessitates multi-dimensional strategies addressing identity processes alongside contextual and institutional determinants that either trigger or inhibit violence. <span style="mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">Article Message <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">This research reveals that football fan violence originates from profound identity fusion processes rather than impulsive emotional reactions. Effective prevention thus requires identity-focused strategies in conjunction with traditional security measures. <span style="mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;"> <span style="mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">Ethical Considerations <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">The study adhered rigorously to ethical guidelines governing human subjects’ research. All participants provided informed consent, and strict confidentiality was maintained throughout data collection and analysis. <span style="mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">Authors’ Contributions <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">Conceptualization: Vajiheh Javani, Gholamreza Mirzamohammadi Data Collection: Gholamreza Mirzamohammadi Data Analysis: Vajiheh Javani, Gholamreza Mirzamohammadi Manuscript Writing: Vajiheh Javani, Gholamreza Mirzamohammadi Review and Editing: Vajiheh Javani Literature Review: Gholamreza Mirzamohammadi Project Management: Vajiheh Javani <span style="mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">Conflict of Interest <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">The authors declare no conflicts of interest. <span style="font-size: 10.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;"> <span style="mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">Acknowledgments <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">The authors gratefully acknowledge the participants who generously shared their experiences and perspectives, enabling this research. <span style="mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">Extended Abstract <span style="mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">Background and Purpose <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">Football fan violence has emerged as a significant challenge confronting modern sports management worldwide. This phenomenon transcends cultural and geographic boundaries, ranging from verbal aggression to physical confrontations that can result in serious injuries and property damage. Despite decades of research, the psychological and identity-based mechanisms driving fan violence remain insufficiently understood. Traditional studies have mainly focused on external causal factors such as crowd dynamics, alcohol consumption, rivalry intensity, and environmental triggers, often neglecting the underlying psychological processes motivating violent behaviors in football supporters. This study addresses this gap by applying identity fusion theory to explore the lived experiences of Iranian football fans and their association with violent conduct. Identity fusion theory, a pivotal framework in social psychology, explains how individual and collective identities can deeply merge, blurring boundaries between self and group, thereby generating powerful motivations for extreme pro-group behaviors. <span style="mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;"> <span style="mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">Methods <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">A qualitative phenomenological methodology was employed to capture the nuanced psychological experiences of individuals deeply immersed in Iranian football culture. The study utilized Smith’s Interpretive Phenomenological Analysis (IPA), well suited for examining complex psychological phenomena and participants’ meaning-making processes. Data were primarily collected through semi-structured in-depth interviews, designed around identity fusion constructs and including questions on personal attachment to football teams, group identification, experiences with fan violence, and psychological drivers of extreme fan behavior. Interviews spanned approximately 60 to 90 minutes each and were audio-recorded with informed consent over a six-month period. A purposive sampling strategy ensured representation across diverse stakeholder groups within Iranian football, recruiting 70 participants including active football fans from numerous clubs, sports management experts, stadium and club academy managers, security personnel, and other relevant actors. This multi-perspective approach enhanced the study’s credibility and transferability. Selection criteria centered on direct involvement with Iranian football culture and capacity to provide rich, detailed narratives. Data analysis followed Smith’s IPA process: detailed verbatim transcription, initial coding focused on significant statements, grouping codes into preliminary themes, and refining these into overarching categories. Member checking and peer debriefing techniques were employed to ensure trustworthiness. <span style="font-size: 10.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;"> <span style="mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">Results <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">The qualitative analysis uncovered a complex network of factors influencing football fan violence, organized into three principal thematic categories encompassing 21 subthemes and 196 primary codes. The first theme, “Contextual Factors,” highlights environmental, social, and situational conditions fostering violent fan behavior. Subthemes include historical club rivalries, socioeconomic disparities reflected in football settings, media shaping fan perceptions, and external provocations inciting violence. Participants consistently reported how these contextual elements transform regular matches into emotionally charged events prone to conflict. The second theme, “Identity Convergence Mechanisms,” elucidates psychological processes where individuals’ identities become fused with their football group, producing profound emotional bonds that transcend conventional group membership. This fusion induces perceptions that threats to the team equate to personal attacks. Subthemes cover emotional investment in team success, symbolic embodiment of personal values via team affiliation, collective memory formation, and development of ‘us versus them’ mentalities that legitimize extreme behaviors defending the group. Participants often described experiences of profound unity with fellow fans, using expressions indicative of complete identification. The third theme, “Institutional Elements,” addresses formal and informal organizational and societal structures that either mitigate or exacerbate fan violence. Subthemes include security protocols, club management policies, fan organization frameworks, and societal responses to football-related violence. Participants noted that institutional reactions can either escalate tensions or channel fan passion constructively. The findings identify identity fusion as a potent psychological mechanism capable of motivating both positive and negative fan behaviors, contingent upon its management and contextual framing. <span style="mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;"> <span style="mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">Conclusion <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">This study advances understanding of the intricate relationship between identity fusion and football fan violence, demonstrating that violent conduct is not merely reactive but rooted in deeply intertwined individual and collective identities. The findings challenge conventional external-control approaches by emphasizing identity-centered interventions. Identifying contextual, psychological, and institutional components yields a comprehensive framework for more effective prevention and intervention strategies. The research enriches theoretical knowledge of identity fusion within sports settings while offering actionable insights for sports managers, policymakers, and security professionals tackling fan violence. Successful prevention necessitates multi-dimensional strategies addressing identity processes alongside contextual and institutional determinants that either trigger or inhibit violence. <span style="mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">Article Message <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">This research reveals that football fan violence originates from profound identity fusion processes rather than impulsive emotional reactions. Effective prevention thus requires identity-focused strategies in conjunction with traditional security measures. <span style="mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;"> <span style="mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">Ethical Considerations <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">The study adhered rigorously to ethical guidelines governing human subjects’ research. All participants provided informed consent, and strict confidentiality was maintained throughout data collection and analysis. <span style="mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">Authors’ Contributions <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">Conceptualization: Vajiheh Javani, Gholamreza Mirzamohammadi Data Collection: Gholamreza Mirzamohammadi Data Analysis: Vajiheh Javani, Gholamreza Mirzamohammadi Manuscript Writing: Vajiheh Javani, Gholamreza Mirzamohammadi Review and Editing: Vajiheh Javani Literature Review: Gholamreza Mirzamohammadi Project Management: Vajiheh Javani <span style="mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">Conflict of Interest <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">The authors declare no conflicts of interest. <span style="font-size: 10.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;"> <span style="mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">Acknowledgments <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi;">The authors gratefully acknowledge the participants who generously shared their experiences and perspectives, enabling this research.

https://smrj.ssrc.ac.ir/article_4730_13d7dc096493e1f77fb4ccf3eaf79df1.pdf

Sport Sciences Research Institute Sport Management Studies 2538-3213 17 91 2025 07 23 Implementation of Digital Marketing System Analysis in the Professional clubs (the Study of the Country’s Premier Handball League) Implementation of Digital Marketing System Analysis in the Professional clubs (the Study of the Country’s Premier Handball League) 107 132 4670 10.22089/smrj.2025.17185.4067 FA Mahdi Mohammadi Department of Sports Management, Faculty of Sports Sciences, University of Guilan, Rasht, Iran. Noshin Benar, Department of Sport Management, Sport Sciences Faculty, University of Guilan, Rasht, Iran 0000-0002-3377-2889 Salah Dastoom Department of Sports Management, Faculty of Sports Sciences, University of Guilan, Rasht, Iran 0000-0003-3637-5675 Sadegh Fatahimilasi Department of Sports Management, Faculty of Sports Sciences, University of Guilan, Rasht, Iran 0009-0004-8648-8787 Journal Article 2024 08 28 Extended Abstract Background and Purpose <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">Digital transformation over recent decades has fundamentally reshaped organizational business models, including those within the sports industry. In Iranian professional handball clubs, traditional marketing methods such as banner advertisements and printed brochures have become insufficient against rising digital expectations from fans, sponsors, and competitors. Despite the growing popularity of social media and mobile applications, Iranian handball clubs lack a strategic and cohesive approach to digital marketing adoption. Key obstacles include inadequate digital infrastructure, limited expertise among human resources, and insufficient strategic planning. This study aims to analyze the internal and external contexts shaping digital marketing adoption in Iran’s premier handball league clubs, identifying readiness capacities, barriers, strategic solutions, and anticipated outcomes of transitioning toward digital marketing. Gaining insight into these factors will enable clubs to enhance operational effectiveness and long-term viability within a competitive sporting landscape. <span style="font-size: 10.0pt; mso-bidi-font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;"> Methods <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">This applied research utilized a descriptive-survey design coupled with a quantitative approach based on Partial Least Squares Structural Equation Modeling (PLS-SEM). The study population comprised experts with specialized knowledge and experience in handball and sports marketing, including officials from the Handball Federation and provincial boards, Premier League club managers, coaches, and digital marketing professionals. A purposive and quota sampling method yielded 240 distributed questionnaires, with 217 valid responses analyzed. The researcher-developed survey instrument encompassed four primary constructs: readiness and capacity, barriers and challenges, strategies and solutions, and outcomes and consequences. Each construct was operationalized through multiple indicators assessed on a 7-point Likert scale. <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">Validity was ensured through expert panel evaluation (N=8), while internal consistency and construct reliability were confirmed by Cronbach’s alpha values exceeding 0.7, Composite Reliability (CR) above 0.7, and Average Variance Extracted (AVE) above 0.5. Model fit was supported by a standardized root mean square residual (SRMR) of 0.07, below the 0.08 threshold. Given data complexity and non-normality, Smart PLS 3.2 software facilitated structural model testing, complemented by descriptive analytics using SPSS 27. Hypothesis testing involved path coefficients, T-statistics, and significance levels set at p < 0.05. The assessment covered reliability, convergent and discriminant validity, as well as structural path analysis. <span style="font-size: 10.0pt; mso-bidi-font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;"> Results <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">Findings revealed four pivotal dimensions influencing digital marketing implementation in professional handball clubs: readiness and capacity, challenges and barriers, strategic approaches, and outcomes. Within readiness factors, highest path coefficients corresponded to individual and behavioral readiness (0.86), system infrastructure (0.81), and managerial readiness (0.80). Environmental readiness—manifested through availability of digital service providers and societal digital literacy—also exerted significant influence. Major barriers identified encompassed inadequate digital marketing skills, financial limitations, obsolete infrastructure, and resistance arising from low technological awareness. Environmental barriers included an underdeveloped national digital sports innovation ecosystem and limited internet accessibility in less developed regions, significantly impacting perceived challenges (β = 0.89). <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">Strategic factors demonstrated the strongest influence on digital marketing implementation overall (β = 0.91). Priority strategies spanned environmental and behavioral domains (β ranging 0.80 to 0.88), such as fostering digital culture among fans, collaborating with technology providers, and producing engaging content. The Friedman test ranked environmental strategies highest among sub-dimensions, with a mean score of 6.19. Regarding expected outcomes, environmental and systemic results received maximal emphasis, indicating digital marketing’s substantial role in revenue diversification, attracting sponsorship, and expanding international visibility. Marketing performance gains included reduced traditional advertising costs, amplified brand presence, and enhanced engagement with digitally native fan segments. Clubs investing in staff training, infrastructure development, and strategic planning demonstrated superior marketing outcomes. <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">The structural model validated all hypothesized relationships, featuring significant path coefficients uniformly below p < 0.001. Notably, digital marketing’s total effect on marketing performance was robust (β = 0.88), with consequential influences spanning managerial, financial, and social outcomes. Collectively, results underscore the imperative to embed digital culture, build technological capabilities, and formulate strategic digital marketing plans within sports organizations—particularly under constrained budgets and intensifying competition. Conclusion <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">This study identifies digital readiness, strategic coherence, and environmental factors as central determinants of successful digital marketing integration in Iranian handball clubs. Despite growing awareness of digital tools, fragmented implementation persists due to resource constraints and infrastructural deficiencies. The findings highlight the criticality of organizational preparedness, enhancement of digital literacy, and cultivation of innovation ecosystems. Environmental strategies—especially those enhancing fan and stakeholder interaction—emerge as vital. To achieve sustainable and impactful digital marketing, clubs must adopt structured plans, invest in workforce training, and forge partnerships with external providers. Long-term success depends on coordinated efforts among club executives, technology partners, and governing bodies. Properly integrated digital marketing markedly improves brand positioning, fan engagement, and financial stability. Future research should extend to technology-specific explorations, such as blockchain and artificial intelligence applications, conduct longitudinal studies, and investigate cross-sport comparative dynamics. Article Message <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">This article offers a thorough examination of the factors shaping digital marketing adoption in Iran’s professional handball clubs. By analyzing organizational readiness, structural barriers, and strategic responses, the study provides actionable guidance for elevating marketing efficacy within sports organizations. Emphasizing holistic planning, digital skill development, and technology incorporation, the proposed conceptual framework serves as a valuable reference for sports managers and policymakers devising context-specific digital strategies. Furthermore, the research enriches the growing body of literature on digital sports transformation in emerging economies. Ethical Considerations All ethical standards were rigorously observed throughout study design, data collection, and reporting phases. Authors’ Contributions <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">Conceptualization: Mahdi Mohammadi, Nooshin Benar Data Collection: Mahdi Mohammadi Data Analysis: Salah Dastoom, Sadegh Fatahi Milasi Manuscript Writing: Mahdi Mohammadi, Nooshin Benar Review and Editing: Salah Dastoom, Nooshin Benar Funding Responsibility: Not applicable Literature Review: Sadegh Fatahi Milasi Project Management: Nooshin Benar Conflict of Interest <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">The authors declare no conflicts of interest related to this study. Acknowledgments <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">The authors gratefully acknowledge the Iran Handball Federation, club managers, and marketing experts who contributed their insights. Appreciation is also extended to the University of Guilan for its academic support. Extended Abstract Background and Purpose <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">Digital transformation over recent decades has fundamentally reshaped organizational business models, including those within the sports industry. In Iranian professional handball clubs, traditional marketing methods such as banner advertisements and printed brochures have become insufficient against rising digital expectations from fans, sponsors, and competitors. Despite the growing popularity of social media and mobile applications, Iranian handball clubs lack a strategic and cohesive approach to digital marketing adoption. Key obstacles include inadequate digital infrastructure, limited expertise among human resources, and insufficient strategic planning. This study aims to analyze the internal and external contexts shaping digital marketing adoption in Iran’s premier handball league clubs, identifying readiness capacities, barriers, strategic solutions, and anticipated outcomes of transitioning toward digital marketing. Gaining insight into these factors will enable clubs to enhance operational effectiveness and long-term viability within a competitive sporting landscape. <span style="font-size: 10.0pt; mso-bidi-font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;"> Methods <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">This applied research utilized a descriptive-survey design coupled with a quantitative approach based on Partial Least Squares Structural Equation Modeling (PLS-SEM). The study population comprised experts with specialized knowledge and experience in handball and sports marketing, including officials from the Handball Federation and provincial boards, Premier League club managers, coaches, and digital marketing professionals. A purposive and quota sampling method yielded 240 distributed questionnaires, with 217 valid responses analyzed. The researcher-developed survey instrument encompassed four primary constructs: readiness and capacity, barriers and challenges, strategies and solutions, and outcomes and consequences. Each construct was operationalized through multiple indicators assessed on a 7-point Likert scale. <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">Validity was ensured through expert panel evaluation (N=8), while internal consistency and construct reliability were confirmed by Cronbach’s alpha values exceeding 0.7, Composite Reliability (CR) above 0.7, and Average Variance Extracted (AVE) above 0.5. Model fit was supported by a standardized root mean square residual (SRMR) of 0.07, below the 0.08 threshold. Given data complexity and non-normality, Smart PLS 3.2 software facilitated structural model testing, complemented by descriptive analytics using SPSS 27. Hypothesis testing involved path coefficients, T-statistics, and significance levels set at p < 0.05. The assessment covered reliability, convergent and discriminant validity, as well as structural path analysis. <span style="font-size: 10.0pt; mso-bidi-font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;"> Results <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">Findings revealed four pivotal dimensions influencing digital marketing implementation in professional handball clubs: readiness and capacity, challenges and barriers, strategic approaches, and outcomes. Within readiness factors, highest path coefficients corresponded to individual and behavioral readiness (0.86), system infrastructure (0.81), and managerial readiness (0.80). Environmental readiness—manifested through availability of digital service providers and societal digital literacy—also exerted significant influence. Major barriers identified encompassed inadequate digital marketing skills, financial limitations, obsolete infrastructure, and resistance arising from low technological awareness. Environmental barriers included an underdeveloped national digital sports innovation ecosystem and limited internet accessibility in less developed regions, significantly impacting perceived challenges (β = 0.89). <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">Strategic factors demonstrated the strongest influence on digital marketing implementation overall (β = 0.91). Priority strategies spanned environmental and behavioral domains (β ranging 0.80 to 0.88), such as fostering digital culture among fans, collaborating with technology providers, and producing engaging content. The Friedman test ranked environmental strategies highest among sub-dimensions, with a mean score of 6.19. Regarding expected outcomes, environmental and systemic results received maximal emphasis, indicating digital marketing’s substantial role in revenue diversification, attracting sponsorship, and expanding international visibility. Marketing performance gains included reduced traditional advertising costs, amplified brand presence, and enhanced engagement with digitally native fan segments. Clubs investing in staff training, infrastructure development, and strategic planning demonstrated superior marketing outcomes. <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">The structural model validated all hypothesized relationships, featuring significant path coefficients uniformly below p < 0.001. Notably, digital marketing’s total effect on marketing performance was robust (β = 0.88), with consequential influences spanning managerial, financial, and social outcomes. Collectively, results underscore the imperative to embed digital culture, build technological capabilities, and formulate strategic digital marketing plans within sports organizations—particularly under constrained budgets and intensifying competition. Conclusion <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">This study identifies digital readiness, strategic coherence, and environmental factors as central determinants of successful digital marketing integration in Iranian handball clubs. Despite growing awareness of digital tools, fragmented implementation persists due to resource constraints and infrastructural deficiencies. The findings highlight the criticality of organizational preparedness, enhancement of digital literacy, and cultivation of innovation ecosystems. Environmental strategies—especially those enhancing fan and stakeholder interaction—emerge as vital. To achieve sustainable and impactful digital marketing, clubs must adopt structured plans, invest in workforce training, and forge partnerships with external providers. Long-term success depends on coordinated efforts among club executives, technology partners, and governing bodies. Properly integrated digital marketing markedly improves brand positioning, fan engagement, and financial stability. Future research should extend to technology-specific explorations, such as blockchain and artificial intelligence applications, conduct longitudinal studies, and investigate cross-sport comparative dynamics. Article Message <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">This article offers a thorough examination of the factors shaping digital marketing adoption in Iran’s professional handball clubs. By analyzing organizational readiness, structural barriers, and strategic responses, the study provides actionable guidance for elevating marketing efficacy within sports organizations. Emphasizing holistic planning, digital skill development, and technology incorporation, the proposed conceptual framework serves as a valuable reference for sports managers and policymakers devising context-specific digital strategies. Furthermore, the research enriches the growing body of literature on digital sports transformation in emerging economies. Ethical Considerations All ethical standards were rigorously observed throughout study design, data collection, and reporting phases. Authors’ Contributions <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">Conceptualization: Mahdi Mohammadi, Nooshin Benar Data Collection: Mahdi Mohammadi Data Analysis: Salah Dastoom, Sadegh Fatahi Milasi Manuscript Writing: Mahdi Mohammadi, Nooshin Benar Review and Editing: Salah Dastoom, Nooshin Benar Funding Responsibility: Not applicable Literature Review: Sadegh Fatahi Milasi Project Management: Nooshin Benar Conflict of Interest <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">The authors declare no conflicts of interest related to this study. Acknowledgments <span style="font-size: 11.0pt; mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi;">The authors gratefully acknowledge the Iran Handball Federation, club managers, and marketing experts who contributed their insights. Appreciation is also extended to the University of Guilan for its academic support.

https://smrj.ssrc.ac.ir/article_4670_d6a2be6d87d35c6d161fde16f21a5864.pdf

Sport Sciences Research Institute Sport Management Studies 2538-3213 17 91 2025 07 23 Development Model of Iran's Student Sports Using Fuzzy Dematel Development Model of Iran's Student Sports Using Fuzzy Dematel 133 151 4731 10.22089/smrj.2025.17430.4095 FA Morteza Ghenaat . Department of Sport Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad, Mashhad, Iran. 0009-0003-0527-8773 Mahdi Talebpour Department of Sport Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad, Mashhad, Iran 0000-0003-2865-5837 Zahrasadat Mirzazadeh Department of Sport Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad, Mashhad, Iran 0000-0003-4321-5151 Mohammad Kashtidar . Department of Sport Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad, Mashhad, Iran Journal Article 2024 12 13 Extended Abstract Background and Purpose Development is a multidimensional concept encompassing broad economic, social, and cultural contexts. When referring to a developed or underdeveloped society, we imply a community that fulfills various economic, social, human, and cultural development indicators. The advancement of national sports represents a critical component within national socio-economic development. The widespread participation in public sports enhances social vitality and productivity, while the promotion of elite championship sports garners national and international recognition. Thus, the achievements and broader impacts of national sports development extend beyond athletics, contributing to both economic prosperity and social well-being. The development of physical education and sports, which underpin the preparation and training of healthy and physically fit human resources, is considered integral to national development strategies. Consequently, sports form a socio-cultural subsystem within the nation’s overarching system and require comprehensive development plans aligned with macro-level goals. In particular, sports education within schools and its advancement are prioritized in national policy frameworks. Therefore, the primary purpose of this study was to propose a development model for Iranian student sports utilizing a fuzzy DEMATEL approach. Materials and Methods This study was applied research in terms of purpose, descriptive in nature, and mixed in variable scope. It was conducted in two phases. The initial phase involved identifying the indicators of student sports development in Iran through interviews analyzed via Glaser’s grounded theory methodology. The statistical population comprised experts in student sports, including education directors and deputy directors, physical education managers at various levels nationwide, sports management professors with expertise in student sports, and practitioners such as experienced physical education teachers and school principals. Purposive sampling was employed, conducting thirteen interviews until theoretical saturation was attained. In the second phase, influential and affected factors regarding the development indicators were identified and prioritized through fuzzy DEMATEL analysis. This method allowed assessment of the direct and indirect influences among identified factors. Results Initial coding yielded 59 open codes, organized into 11 core concepts pertaining to the development of Iranian student sports. Utilizing fuzzy DEMATEL, these concepts were classified based on their relative influence and dependency, producing a conceptual model distinguishing influencing and affected indicators. The analysis (presented in Table 1 and Figure 1) shows that points above the horizontal axis represent influential factors, whereas points below denote affected factors. The model thus visualizes interrelationships among developmental factors. Conclusion Participants acknowledged that the development and enhancement of school physical education—in terms of available facilities and program quality and quantity—directly influences student sports development. In summary, school sports advancement depends on multiple contributing indicators. The fuzzy DEMATEL results highlight that influential factors require initial prioritization, emphasizing that influential components depend on these drivers and, in isolation, cannot independently cultivate student sports development. Thus, interventions should proceed according to the identified priorities to maximize the growth of student sports. Article Message The article’s core message is the necessity to address two categories of factors to achieve sustainable student sports development. Influential factors—such as financial resources, sports infrastructure, physical education instruction, and human resource quality and quantity—play a foundational and vital role. Improvement in these drivers directly impacts dependent factors—including technological capabilities, professionalization, student competitions, and talent identification. Investing in and strategically enhancing influential components is the prerequisite and accelerator for activating and advancing dependent elements, ultimately promoting student sports development. Ethical Considerations This manuscript derives from a doctoral dissertation where ethical considerations were rigorously observed. Participants were fully informed about the study objectives and processes, provided written informed consent, and confidentiality was maintained. Transparency in results dissemination and impartiality in reporting were ensured, upholding honesty and trustworthiness throughout analysis and citation. Funding This research received no financial support from external funding agencies. Authors’ Contributions All authors actively contributed from the research planning phase through data collection, analysis, manuscript drafting, and final review. Conflict of Interest The authors declare no conflicts of interest regarding the publication of this manuscript. Acknowledgments The authors express gratitude to all participants and individuals who provided assistance during this study. Special thanks are extended to academic colleagues who supported evaluation and editing of this article. Extended Abstract Background and Purpose Development is a multidimensional concept encompassing broad economic, social, and cultural contexts. When referring to a developed or underdeveloped society, we imply a community that fulfills various economic, social, human, and cultural development indicators. The advancement of national sports represents a critical component within national socio-economic development. The widespread participation in public sports enhances social vitality and productivity, while the promotion of elite championship sports garners national and international recognition. Thus, the achievements and broader impacts of national sports development extend beyond athletics, contributing to both economic prosperity and social well-being. The development of physical education and sports, which underpin the preparation and training of healthy and physically fit human resources, is considered integral to national development strategies. Consequently, sports form a socio-cultural subsystem within the nation’s overarching system and require comprehensive development plans aligned with macro-level goals. In particular, sports education within schools and its advancement are prioritized in national policy frameworks. Therefore, the primary purpose of this study was to propose a development model for Iranian student sports utilizing a fuzzy DEMATEL approach. Materials and Methods This study was applied research in terms of purpose, descriptive in nature, and mixed in variable scope. It was conducted in two phases. The initial phase involved identifying the indicators of student sports development in Iran through interviews analyzed via Glaser’s grounded theory methodology. The statistical population comprised experts in student sports, including education directors and deputy directors, physical education managers at various levels nationwide, sports management professors with expertise in student sports, and practitioners such as experienced physical education teachers and school principals. Purposive sampling was employed, conducting thirteen interviews until theoretical saturation was attained. In the second phase, influential and affected factors regarding the development indicators were identified and prioritized through fuzzy DEMATEL analysis. This method allowed assessment of the direct and indirect influences among identified factors. Results Initial coding yielded 59 open codes, organized into 11 core concepts pertaining to the development of Iranian student sports. Utilizing fuzzy DEMATEL, these concepts were classified based on their relative influence and dependency, producing a conceptual model distinguishing influencing and affected indicators. The analysis (presented in Table 1 and Figure 1) shows that points above the horizontal axis represent influential factors, whereas points below denote affected factors. The model thus visualizes interrelationships among developmental factors. Conclusion Participants acknowledged that the development and enhancement of school physical education—in terms of available facilities and program quality and quantity—directly influences student sports development. In summary, school sports advancement depends on multiple contributing indicators. The fuzzy DEMATEL results highlight that influential factors require initial prioritization, emphasizing that influential components depend on these drivers and, in isolation, cannot independently cultivate student sports development. Thus, interventions should proceed according to the identified priorities to maximize the growth of student sports. Article Message The article’s core message is the necessity to address two categories of factors to achieve sustainable student sports development. Influential factors—such as financial resources, sports infrastructure, physical education instruction, and human resource quality and quantity—play a foundational and vital role. Improvement in these drivers directly impacts dependent factors—including technological capabilities, professionalization, student competitions, and talent identification. Investing in and strategically enhancing influential components is the prerequisite and accelerator for activating and advancing dependent elements, ultimately promoting student sports development. Ethical Considerations This manuscript derives from a doctoral dissertation where ethical considerations were rigorously observed. Participants were fully informed about the study objectives and processes, provided written informed consent, and confidentiality was maintained. Transparency in results dissemination and impartiality in reporting were ensured, upholding honesty and trustworthiness throughout analysis and citation. Funding This research received no financial support from external funding agencies. Authors’ Contributions All authors actively contributed from the research planning phase through data collection, analysis, manuscript drafting, and final review. Conflict of Interest The authors declare no conflicts of interest regarding the publication of this manuscript. Acknowledgments The authors express gratitude to all participants and individuals who provided assistance during this study. Special thanks are extended to academic colleagues who supported evaluation and editing of this article.

https://smrj.ssrc.ac.ir/article_4731_096ffc299200f51751b08da6d865ae95.pdf

Sport Sciences Research Institute Sport Management Studies 2538-3213 17 91 2025 07 23 Analysis of economic valuation model in sports Analysis of economic valuation model in sports 153 174 4246 10.22089/smrj.2024.11113.3461 FA Mehdi Jokar Assistant Professor, Department of Physical Education, Darab Branch, Islamic Azad University, Darab, Iran Rahim Ramazaninezhad university of guilanProfessor of Sport Management, Faculty of Physical Education and Sport Sciences, University of Guilan, Rasht, Iran Mahmoud Moradi Assistant Professor of Information and Knowledge, Department of Physical Information and Knowledge, University of Razi, Kermanshah, Iran Mohammad Hasan Gholizade Associate Professor, Department of Management, University of Gilan, Rasht, Iran Journal Article 2021 08 08 <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi; mso-bidi-language: AR-SA;">One way to illustrate the importance of sports in society and determine its inter-institutional status and potential benefits is by specifying its economic power in contributing to public welfare and calculating the economic value of the general products of various sectors of sports. Value is created when people’s welfare varies as a result of qualitative or quantitative changes in benefiting from a commodity or a property of that commodity. Thus, valuable things are the ones that contribute to human welfare, and they become more valuable when they create higher levels of welfare. In addition to its direct financial contributions, sports generate a wide range of indirect and intangible benefits such as social cohesion, community identity, public health improvements, youth development, and even international reputation that are often overlooked in traditional economic assessments. Recognizing these broader outcomes is essential because they influence how individuals and institutions perceive the overall value of sports. Furthermore, sports activities stimulate related industries including tourism, media, advertising, and manufacturing, creating a multiplier effect that strengthens national and local economies. By adopting a comprehensive valuation framework, policymakers can more accurately understand how sports function not only as an entertainment sector but also as a strategic economic asset that supports long-term social and developmental goals. In addition, considering the growing global demand for organized sporting events and recreational programs, understanding these valuation mechanisms becomes even more crucial for efficient resource allocation and sustainable sectoral planning. Economic valuation is an instrumental value aiming to maximize human welfare; thus, the present study aimed to analyze the economic valuation framework in the case of sports phenomena. <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi; mso-bidi-language: AR-SA;"> <span style="font-size: 10.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;"> <span style="mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;">Methods <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi; mso-bidi-language: AR-SA;">The present study used a qualitative methodology in the form of a descriptive-survey approach and was considered an applied study in terms of its purpose. The population consisted of a human population (professors, instructors, and economists) and an information population (scientific, documentary, and library resources). The human population of the study was made up of everybody who was informed of the topic of economic valuation and worked as professors, marketing and economics researchers, or managers in the field of sports economics. On the other hand, the library population consisted of 57 research records (books, articles, and dissertations) that were reviewed by six researchers and managers in the field of economic valuation and sports economics based on an in-depth and detailed investigation and extraction of the intended and repetitive components of the study before conducting the Delphi technique. After making the preliminary conclusions, the Delphi technique was conducted in three stages to corroborate and develop the conceptual model of the study (Table 1); thus, 14 participants (6 researchers and experts in sports economics, 2 financial and marketing managers in sports employed by Esteghlal Sports Club, and 6 experienced researchers in non-sports economic valuation) were selected, and the conceptual model of the study was developed and illustrated after the three stages of the technique – i.e., sending, receiving, and applying their views. The study used purposive and judgmental (theoretical) sampling. The instruments included library research and the three-stage Delphi technique. In the former, the extraction of the components was carried out by investigating the records, books, and articles – both domestic and international – to unravel the basics and background of the topic. The validity of the instrument was confirmed based on determining the scientific and legal credibility of the documents. Then, the virtual Delphi sessions were held by a panel of experts who were well-informed about the topic of the study. Before the session, six researchers and managers in economic valuation and sports economics were consulted to complement and adjust the factors and relationships identified according to the analytical framework extracted from the library research. Three-stage Delphi technique was utilized in the present study. Finally, the Kappa coefficient (0.82) was utilized to investigate the stability of responses between the second and third rounds according to the agreement percentage in the case of each group (e.g., the percentage of the participants who selected that “relevant” class<span dir="RTL" lang="AR-SA" style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-language: AR-SA;">”. <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;"> <span style="mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;">Results <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi; mso-bidi-language: AR-SA;">The systematic analytical-conceptual framework of the study was made up of four main sections, including the input, process, output, and consequences (six perspectives, 14 dimensions, and 80 components). The input to the system (the determining and influential factors) was made up of three dimensions, including influential factors, intervening behavioral factors, and driving structural factors. The process of the system was made of several perspectives, including the value-laden capabilities of the targeted phenomenon (value-creating pillars and shared values), valuing society (demographic and cognitive-attitudinal characteristics), and valuation methods (processes of design and execution). Moreover, the total economic values (consumable and non-consumable values) made up the output of the system. Finally, the consequence of the economic valuation system of sports phenomena was the willingness to pay as individuals or groups<span dir="RTL" lang="AR-SA" style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-language: AR-SA;">. <span style="font-size: 10.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;"> <span style="mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;">Conclusion <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi; mso-bidi-language: AR-SA;">Based on the results, it can be argued that the willingness to pay and economic value of a sports phenomenon are, first of all, influenced by behavioral, structural, and environmental factors that the phenomenon is influenced by or influences them as input. In a process, the input is combined with value-creating pillars and the value-laden characteristics of the phenomenon, the socioeconomic attributes of the society that perceives the value, and the type of valuation method used, to result in an output called “the total economic value of the phenomenon in the minds of the stakeholders.” As the perception of this output becomes more highlighted and more clearly understood, the willingness to pay and the economic value of the phenomenon increase as a natural consequence of the chain of interactions<span dir="RTL" lang="AR-SA" style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-language: AR-SA;">. <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi; mso-bidi-language: AR-SA;">Furthermore, the findings show that stakeholders’ awareness, previous experiences, emotional attachment, and expectations regarding sports significantly shape how they interpret and internalize the economic value created. These elements make the valuation process dynamic rather than static, emphasizing that sports phenomena generate both tangible and intangible benefits that evolve over time. According to the detected dimensions, the results of the present study can assist researchers in determining the economic value of sports phenomena with greater precision. Moreover, it can offer practical guidance to policymakers in the field of sports, enabling them to adjust their decisions and policies by recognizing the key factors that enhance the perceived value of sports phenomena and contribute to a more accurate calculation of their economic significance. Article message <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;">Use various information systems to raise awareness about the economic and environmental benefits of sports in society, thereby increasing interest and participation in sports and, as a result, increasing the value of sports phenomena among the target population. Ethical Considerations <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;">In this research, all ethical principles, such as respecting the confidentiality of participants' information, have been observed. Authors’ Contributions <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;">Conceptualization: Rahim Ramezan Nejad, Mehdi Jokar. <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;">Data Collection: Mehdi Jokar. <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;">Data Analysis: Mahmoud Moradi, Mohammad Hassan Gholizadeh. <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;">Manuscript Writing: Mehdi Jokar, Rahim Ramezan Nejad. <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;">Review and Editing: Rahim Ramezan Nejad. Responsible for funding:<span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;"> Mehdi Jokar, Rahim Ramezan Nejad. Literature Review:<span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;"> Rahim Ramezan Nejad. Project Manager:<span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;"> Rahim Ramezan Nejad, Mehdi Jokar, Mahmoud Moradi, Mohammad Hassan Gholizadeh. Additional Contributions All authors contributed to the research process via theoretical guidance and scientific consultation. Conflict of Interest <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;">The authors declare no conflicts of interest. Acknowledgments <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;">The authors sincerely thank all participants and supporting institutions for their invaluable assistance <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;">and contributions to this research. <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi; mso-bidi-language: AR-SA;">One way to illustrate the importance of sports in society and determine its inter-institutional status and potential benefits is by specifying its economic power in contributing to public welfare and calculating the economic value of the general products of various sectors of sports. Value is created when people’s welfare varies as a result of qualitative or quantitative changes in benefiting from a commodity or a property of that commodity. Thus, valuable things are the ones that contribute to human welfare, and they become more valuable when they create higher levels of welfare. In addition to its direct financial contributions, sports generate a wide range of indirect and intangible benefits such as social cohesion, community identity, public health improvements, youth development, and even international reputation that are often overlooked in traditional economic assessments. Recognizing these broader outcomes is essential because they influence how individuals and institutions perceive the overall value of sports. Furthermore, sports activities stimulate related industries including tourism, media, advertising, and manufacturing, creating a multiplier effect that strengthens national and local economies. By adopting a comprehensive valuation framework, policymakers can more accurately understand how sports function not only as an entertainment sector but also as a strategic economic asset that supports long-term social and developmental goals. In addition, considering the growing global demand for organized sporting events and recreational programs, understanding these valuation mechanisms becomes even more crucial for efficient resource allocation and sustainable sectoral planning. Economic valuation is an instrumental value aiming to maximize human welfare; thus, the present study aimed to analyze the economic valuation framework in the case of sports phenomena. <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi; mso-bidi-language: AR-SA;"> <span style="font-size: 10.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;"> <span style="mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;">Methods <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi; mso-bidi-language: AR-SA;">The present study used a qualitative methodology in the form of a descriptive-survey approach and was considered an applied study in terms of its purpose. The population consisted of a human population (professors, instructors, and economists) and an information population (scientific, documentary, and library resources). The human population of the study was made up of everybody who was informed of the topic of economic valuation and worked as professors, marketing and economics researchers, or managers in the field of sports economics. On the other hand, the library population consisted of 57 research records (books, articles, and dissertations) that were reviewed by six researchers and managers in the field of economic valuation and sports economics based on an in-depth and detailed investigation and extraction of the intended and repetitive components of the study before conducting the Delphi technique. After making the preliminary conclusions, the Delphi technique was conducted in three stages to corroborate and develop the conceptual model of the study (Table 1); thus, 14 participants (6 researchers and experts in sports economics, 2 financial and marketing managers in sports employed by Esteghlal Sports Club, and 6 experienced researchers in non-sports economic valuation) were selected, and the conceptual model of the study was developed and illustrated after the three stages of the technique – i.e., sending, receiving, and applying their views. The study used purposive and judgmental (theoretical) sampling. The instruments included library research and the three-stage Delphi technique. In the former, the extraction of the components was carried out by investigating the records, books, and articles – both domestic and international – to unravel the basics and background of the topic. The validity of the instrument was confirmed based on determining the scientific and legal credibility of the documents. Then, the virtual Delphi sessions were held by a panel of experts who were well-informed about the topic of the study. Before the session, six researchers and managers in economic valuation and sports economics were consulted to complement and adjust the factors and relationships identified according to the analytical framework extracted from the library research. Three-stage Delphi technique was utilized in the present study. Finally, the Kappa coefficient (0.82) was utilized to investigate the stability of responses between the second and third rounds according to the agreement percentage in the case of each group (e.g., the percentage of the participants who selected that “relevant” class<span dir="RTL" lang="AR-SA" style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-language: AR-SA;">”. <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;"> <span style="mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;">Results <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi; mso-bidi-language: AR-SA;">The systematic analytical-conceptual framework of the study was made up of four main sections, including the input, process, output, and consequences (six perspectives, 14 dimensions, and 80 components). The input to the system (the determining and influential factors) was made up of three dimensions, including influential factors, intervening behavioral factors, and driving structural factors. The process of the system was made of several perspectives, including the value-laden capabilities of the targeted phenomenon (value-creating pillars and shared values), valuing society (demographic and cognitive-attitudinal characteristics), and valuation methods (processes of design and execution). Moreover, the total economic values (consumable and non-consumable values) made up the output of the system. Finally, the consequence of the economic valuation system of sports phenomena was the willingness to pay as individuals or groups<span dir="RTL" lang="AR-SA" style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-language: AR-SA;">. <span style="font-size: 10.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;"> <span style="mso-bidi-font-size: 12.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;">Conclusion <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi; mso-bidi-language: AR-SA;">Based on the results, it can be argued that the willingness to pay and economic value of a sports phenomenon are, first of all, influenced by behavioral, structural, and environmental factors that the phenomenon is influenced by or influences them as input. In a process, the input is combined with value-creating pillars and the value-laden characteristics of the phenomenon, the socioeconomic attributes of the society that perceives the value, and the type of valuation method used, to result in an output called “the total economic value of the phenomenon in the minds of the stakeholders.” As the perception of this output becomes more highlighted and more clearly understood, the willingness to pay and the economic value of the phenomenon increase as a natural consequence of the chain of interactions<span dir="RTL" lang="AR-SA" style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-language: AR-SA;">. <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: major-bidi; mso-bidi-language: AR-SA;">Furthermore, the findings show that stakeholders’ awareness, previous experiences, emotional attachment, and expectations regarding sports significantly shape how they interpret and internalize the economic value created. These elements make the valuation process dynamic rather than static, emphasizing that sports phenomena generate both tangible and intangible benefits that evolve over time. According to the detected dimensions, the results of the present study can assist researchers in determining the economic value of sports phenomena with greater precision. Moreover, it can offer practical guidance to policymakers in the field of sports, enabling them to adjust their decisions and policies by recognizing the key factors that enhance the perceived value of sports phenomena and contribute to a more accurate calculation of their economic significance. Article message <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;">Use various information systems to raise awareness about the economic and environmental benefits of sports in society, thereby increasing interest and participation in sports and, as a result, increasing the value of sports phenomena among the target population. Ethical Considerations <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;">In this research, all ethical principles, such as respecting the confidentiality of participants' information, have been observed. Authors’ Contributions <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;">Conceptualization: Rahim Ramezan Nejad, Mehdi Jokar. <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;">Data Collection: Mehdi Jokar. <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;">Data Analysis: Mahmoud Moradi, Mohammad Hassan Gholizadeh. <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;">Manuscript Writing: Mehdi Jokar, Rahim Ramezan Nejad. <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;">Review and Editing: Rahim Ramezan Nejad. Responsible for funding:<span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;"> Mehdi Jokar, Rahim Ramezan Nejad. Literature Review:<span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;"> Rahim Ramezan Nejad. Project Manager:<span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;"> Rahim Ramezan Nejad, Mehdi Jokar, Mahmoud Moradi, Mohammad Hassan Gholizadeh. Additional Contributions All authors contributed to the research process via theoretical guidance and scientific consultation. Conflict of Interest <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;">The authors declare no conflicts of interest. Acknowledgments <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;">The authors sincerely thank all participants and supporting institutions for their invaluable assistance <span style="font-size: 11.0pt; mso-ascii-font-family: 'Times New Roman'; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-hansi-theme-font: major-bidi; mso-bidi-language: AR-SA;">and contributions to this research.

https://smrj.ssrc.ac.ir/article_4246_69295f5f6bd7d1a08da4919b5bb95bff.pdf