Providing a Branding Model for National Athletes in Iran

Document Type : Original Article

Authors

1 Sports Management Department, University of Mohaghegh Ardabili, Ardabil, Iran

2 PhD in sports management, University of Mohaghegh Ardabili, Ardabil, Iran

3 Ph.D. student in Sports Management, Faculty of Educational Sciences and Psychology, University of Mohaghegh Ardabili, Ardabil, Iran

4 Sports Management, Department, ,University of Mohaghegh Ardabili, ,Ardabil, Iran

Abstract

Branding national athletes in Iran is a strategic and multifaceted domain, facing unique challenges and opportunities. While Iranian athletes have achieved remarkable success on the international stages, their branding system domestically often lacks a comprehensive and professional framework. Therefore, this study aims to provide a comprehensive branding framework for national athletes in Iran. This research adopts a qualitative approach based on the grounded theory methodology of Strauss and Corbin. The participants consisted of 23 experts related to the subject, selected through purposive sampling. Data was collected through semi-structured interviews, and the analysis was conducted using MAXQDA 2020 software. After coding the interview data, 212 initial codes were identified through open coding, and 16 secondary codes were derived through axial coding. These were then categorized into five main themes during the selective coding phase: causal conditions, contextual conditions, intervening factors, strategies, and outcomes of national athlete branding for national athletes in Iran requires overcoming structural, cultural, and political challenges. This model should be based on strengthening legal institutions, developing digital infrastructure, and integrating sports with national values. Educating athletes in financial, media, and cultural domains, along with attracting private and international sector participation, will elevate their status as economic and cultural agents. As a result, athlete branding contributes to economic growth and improves Iran’s international image, while fostering role models for younger generations, thereby promoting societal progress and cohesion.

Keywords

Main Subjects

References

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Journal of New Studies in Sport Management
Volume 7, Issue 2
June 2026
Pages 85-99

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