Document Type : Research Paper
Authors
1 Ph.D student sport management, department of physical education, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran
2 Assistant professor of sport management, department of physical education, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran
3 Assistant professor of sport management, Research Institute of Physical Education and Sports Sciences, Iran.
Abstract
The purpose of this study was to predict Iranian sports brands on the horizon of 2031 with an emphasis on organizational and corporate brands. This research was in terms of combined methodology (qualitative and quantitative) and its design was simultaneous. In the qualitative part, the research strategy was environmental scanning and in the quantitative part, futures research was the method of interaction analysis. The statistical population of this study was experts and reviewing resources that were purposefully selected and based on theoretical saturation and secondary sources, 25 sports brand experts including university professors, manufacturers, and brand activists were interviewed. In parallel, 11 documents related to sports brands with prospective content were used. Data collection tools were semi-structured interviews and checklists in the qualitative section and questionnaires in the quantitative section. For data analysis in the resource review section, the systematic method, the interview analysis section, the coding method, and in the future section, the structural analysis method with the help of MICMAC software have been used. The findings showed that the future of Iranian sports brands on the horizon of 2031 is affected by 26 factors, but 5 factors of joint branding, market competition, brand investment, electronic brands, and digital technology are the drivers that shape the future of sports brands. They change.
Keywords
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