Factors Influencing the Success of Metaverse Marketing in Professional Sports in Iran

Articles in Press

Document Type : Original Article

Authors

1 Department of Sport Management and Movement Behavior, Faculty of Sport Sciences, University of Isfahan, Isfahan, Iran

2 Faculty of Sports Sciences, Isfahan University, Isfahan, Iran

Abstract

This study aimed to analyze the factors influencing the success of metaverse marketing in professional sports in Iran. This was a qualitative study, conducted using a thematic analysis approach. Data were collected through semi-structured interviews with 14 experts in sports management, digital marketing, and technology. MAXQDA software was employed for data analysis. The findings revealed eight main themes: legal, cultural, technological, structural, innovation, fans, managerial, and financial, that play a pivotal role in the success of metaverse marketing. Among the codes, "initial investment and fundraising" held the highest significance, while "social and cultural impacts of the metaverse" were considered the least significant. The results indicate that achieving successful metaverse marketing in professional sports requires a combination of sustainable financial resources, clear legal frameworks, technological infrastructure, managerial support, and content innovation. Effective utilization of this space necessitates comprehensive policymaking, targeted investment, and sustainable cultural development.

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Journal of New Studies in Sport Management

Articles in Press, Accepted Manuscript
Available Online from 17 February 2026

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