https://jnssm.uk.ac.ir/ Journal of New Studies in Sport Management en daily 1 Mon, 01 Jun 2026 00:00:00 +0330 Mon, 01 Jun 2026 00:00:00 +0330 https://jnssm.uk.ac.ir/article_4977.html This study aimed to conduct a structural interpretive modeling of factors affecting the failure of sports startups in Iran. The research methodology employed a mixed-method approach, with qualitative content analysis in the qualitative phase and structural interpretive modeling in the quantitative phase. The participants were selected based on their expertise, experience, representation, diversity, and collaboration capability. The purposive sampling method was used and snowball sampling strategy was employed to conducting interviews with 25 individuals based on theoretical saturation. The data collection tools consisted of semi-structured interviews for the qualitative phase and a 13x13 matrix for the quantitative phase. To ensure the validity and reliability of the results, credibility, transferability, confirmability, process audit, and intra-subject agreement strategies were utilized. The qualitative data analysis was performed through three stages of open, axial, and selective coding, while the quantitative data analysis involved structural interpretive modeling and MICMAC analysis. The findings revealed 13 influential factors on the failure of sports startups, categorized into four levels of relationships based on structural interpretive analysis. Accordingly, a hierarchical relationship model was developed, indicating that in the process of sports startup failure, the neglect of tangible indicators of customers, which stems from fundamental variables such as financial problems, ecosystem weakness, legal issues, and market uncertainties, becomes evident. This result demonstrates that the failure of sports startups follows a complex four-level process, and sports startups need to address all levels of weaknesses as they are interconnected like a chain. https://jnssm.uk.ac.ir/article_4978.html The purpose of this research is to provide the consequence model of digital leadership in the Iranian Sports Industry using a qualitative meta- synthesis approach. This research was conducted applying the seven-step approach of Sandelovski and Barroso. The research population includes all Persian researches and studies published in the field of digital leadership between 2011 and 2024 in this field. Keywords related to the research objective were searched and the articles and documents obtained were examined using a purposive sampling method and considering the consistency of the title, abstract, and year of the research conducted. Finally, 27 articles that met the inclusion criteria were analyzed using the three-stage coding method (open, central, selective) through Maxqda 2020 software. The reliability of the coding was confirmed using the Kappa coefficient of agreement in the SPSS software with a value of 0.85, and it was provided to 3 experts to check the validity of the research findings. Based on the results of data analysis, 98 open codes were identified, which were categorized into 23 subcategories and 3 main categories, included individual outcome, organizational outcome, and environmental outcome. The results showed that the presence of digital leadership in the Iranian Sports Industry will improve the process of adaptation and response to the developments of the digital in the Iranian Sports Industry and will have good internal and external consequences. https://jnssm.uk.ac.ir/article_4979.html This study aimed to analyze the factors affecting gamers' behavioral intention to watch e-sports live streams, combining the Unified Theory of Acceptance and Use of Technology and Uses and Gratifications Theory models. This study is quantitative, descriptive-correlational, and field-based, conducted with an applied objective. The research population included Iranian esports gamers who were active on live streaming platforms such as Twitch, YouTube, and Facebook Gaming. The data collection tool was a standardized questionnaire developed by Tangsiri et al. (2018), based on the integrated UTAUT and UGT models. The sample size was estimated at 221 using Cochran’s formula and an initial variance of 0.144. In total, 223 fully completed questionnaires were included in the final analysis. Data analysis was performed using structural equation modeling (SEM) with Smart PLS4 software. The findings showed that cognitive needs have a direct impact on increasing performance expectations and strengthening users' behavioral intention. On the other hand, emotional needs and social needs also had a significant effect on the intention to watch live streams. In addition, technology-based factors such as ease of use expectations and social influence play a key role in the acceptance of these platforms. The results emphasize that the development of live streaming platforms requires a combination of educational content (such as professional strategies), social interactions (live chats and interactive events), and user experience optimization (simple interfaces and easy access). This study shows that simultaneous attention to psychological (user needs) and technological (platform efficiency) dimensions can significantly increase gamer engagement. https://jnssm.uk.ac.ir/article_4980.html This study investigates the impact of fan perceptions on the social, environmental, and economic benefits of sustainability initiatives, using Tractor FC in Tabriz as a case study. Employing structural equation modeling (SEM), it examines how fans’ attitudes toward their club’s environmental and social responsibility efforts translate into meaningful behavioral, societal, and economic outcomes. Findings show that positive fan perceptions significantly strengthen community cohesion, promote pro-environmental behaviors, and stimulate economic interaction, including merchandise purchases and match attendance. This study emphasizes the coherence of the sustainability framework and shows how sports organizations can act as important drivers for sustainable development. By empirically testing these relationships within a diverse cultural context, this study extends the understanding of how culturally specific factors shape sustainable practices in sport, offering valuable insights for both scholars and practitioners. https://jnssm.uk.ac.ir/article_4981.html Sports coaches are recognized as one of the primary factors in the success of teams and athletes. Therefore, effective human resource management (HRM) of coaches can have a direct impact on enhancing the performance and achievements of sports teams. This study aims to identify the challenges of human resource management for sports coaches. The research is developmental in its objective, exploratory in its orientation, and qualitative in nature. The research population consisted of sports managers and coaches who were selected through theoretical and snowball sampling (19 participants). These participants underwent in-depth, semi-structured interviews. Based on grounded theory, data analysis and coding were conducted using MAXQDA 2020 software. The analysis resulted in the emergence of 32 main concepts, which were then condensed into seven main categories: challenges of planning and policy-making, credit and financial, selective, educational, coaching philosophy, motivational, and oversight. Finally, after integrating and linking the research categories, a model of human resource management challenges for sports coaches was presented. According to the final model, it is crucial for sports decision-makers and managers to pay attention to the identified challenges and to utilize the proposed solutions for preparation, prevention, mitigation, and reduction of the possible issues. https://jnssm.uk.ac.ir/article_4982.html 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. https://jnssm.uk.ac.ir/article_4983.html Generation Z's physical activity participation is a public health concern, yet research on its environmental, social, and motivational determinants remains limited. An exploratory sequential mixed-methods design was employed. In the qualitative phase, semi-structured interviews with 17 sports management experts identified five key factors: personal incentives, safety, the physical environment, peer influence, and sports facilities. Based on these findings, a 49-item Likert-scale questionnaire was completed by 384 adolescents (15–20 years old) in Qom Province, Iran. Quantitative data were analyzed using Structural Equation Modeling and Partial Least Squares. SEM analysis indicated good model fit (composite reliability = 0.86, Cronbach’s alpha = 0.87, goodness-of-fit index = 0.46). Individual motivation emerged as the most significant factor (factor loading = 0.867), followed by safety (0.833), environmental factors (0.788), peer influence (0.737), and sports facilities (0.716). These findings emphasize the need for motivational, safe, and accessible physical activity settings for Generation Z. This study highlights key drivers of regular physical activity among Generation Z. The findings offer insights for policymakers, educators, and community planners to develop targeted interventions addressing motivational, environmental, and social factors. https://jnssm.uk.ac.ir/article_5278.html This study analyzes the adoption and impact of emerging technologies in sports, focusing on their transformative role in enhancing athletic performance, event management, and spectator engagement. Using a mixed-methods approach, the research combines grounded theory and quantitative analysis to explore technology integration. Qualitative data, gathered through semi-structured interviews with sports technology experts, including managers and IT specialists, were analyzed using MAXQDA2020 to develop a paradigmatic model. Quantitative data from a survey of 181 athletes and sports managers, primarily in Iran, were analyzed with Smart PLS 4 to validate variable relationships. Findings revealed that technologies like wearable devices, motion sensors, and data analytics optimize training and reduce injury risks, while systems like Video Assistant Referee (VAR) and Hawk-Eye enhance officiating accuracy. Virtual reality (VR) and augmented reality (AR) create immersive spectator experiences, revolutionizing engagement. However, adoption faces challenges, especially in resource-constrained settings like Iran, where only 37% of sports federations use modern technologies. High costs, limited expertise, and cultural resistance, exacerbated by sanctions, hinder progress. Proposed strategies include specialized training to boost digital literacy, supportive policies for ethical and privacy frameworks, and funding for sports technology startups to ensure equitable access. These strategies aim to foster innovation and overcome barriers. The study highlights technology’s potential to drive competitiveness, public health, and economic growth through job creation and increased revenue.  https://jnssm.uk.ac.ir/article_5279.html Sports organizations collaborate with the local communities to achieve their many targets through corporate social responsibility (CSR). In research on the SR of sports organizations, their cultural, ethical, and educational consequences on society have received some attention, but mostly under the heading of social and ethical dimensions .This study has presented a systematic review of documents related to the cultural, ethical, and educational consequences of sports organizations’ SR since 2000 . The analysis identified critical themes of cultural effects, including cultural development, increasing awareness about CSR, and integration into society. Ethical consequences included improving individual and societal ethics and a positive attitude toward ethics. Educational effects included the components of applying education, increasing the quality of education, and enhancing society's positive perspective on education. Furthermore, the CSR programs of sports organizations provide extra potential for sustainable community development. https://jnssm.uk.ac.ir/article_5280.html This study aimed to provide a strategic planning framework for developing sports tourism in the Sultanate of Oman. A SWOT analysis was employed to identify optimal strategies aligned with the country’s sport-tourism context. Quantitative data were collected from 109 experts via a structured questionnaire and analyzed using descriptive statistics. The SWOT results indicated that Oman's sports tourism sector falls into the "WO" (Weakness–Opportunity) quadrant—internal weaknesses outweigh strengths while external opportunities outweigh threats. Accordingly, conservative strategies that leverage opportunities to overcome internal weaknesses are recommended as the most appropriate course of action. These findings provide an evidence-based foundation for policymakers, highlighting critical areas to address in order to enhance Oman’s sports tourism development. https://jnssm.uk.ac.ir/article_5281.html This study investigates improving of strategic orientations through updating the general program of urban service organizations as case study research in the sports organization of Tehran municipality. This is a descriptive - analytical survey at the strategic level involving four parts; service quality, gap analysis, SWOT analysis, and strategic plan. Data resourses in this study included both human resources specialists and documentary information sources. Participants were managers and skilled experts of Tehran municipality sports organization and well-informed scientific and executive experts of citizenship sports. The sample was divided into three parts for exploring gap analysis, SWOT analysis, and Delphi for strategic framework. Research tools included, documentary analysis, questionnaire , and Delphi technique .The validity of the research was assessed and confirmed by content validity of data collecting tool -Delphi panel method of validation .The results showed that, general domains of updating strategic program of Tehran municipality sports organization for enhancing citizenship sports include; developing sustainable resources for citizenship sports, managing the citizenship sports more efficiently, fostering a healthy and active lifestyle in the urban society, institutional and structural improvement of citizenship sports, and creating more citizenship sports participation opportunities. The Gap analysis showed a big gap between the current condition and the desired condition of the indicators related to the areas of strategic changes. The SWOT analysis showed the strategic position of Tehran municipality sports organization for enhancing citizenship sport is decreasing but tending to stability. Therefore, transformation policies and appropriate strategies were presented for performance gap and strategic position. https://jnssm.uk.ac.ir/article_5282.html The aim of this study was to formulate and prioritize the components of financial sustainability for Iranian Premier League football clubs. The research employed a mixed-methods approach, combining qualitative and quantitative methods. In the qualitative phase, the study employs grounded theory using Charmaz’s constructivist approach. The research population for the qualitative part included senior managers of the Football Federation and the Pro League Organization, club CEOs, senior financial managers of clubs, and expert professors in sports management. A purposive and snowball sampling method was used. The interviews were concluded after 18 interviews, when theoretical saturation was reached. In the quantitative section, the Analytic Hierarchy Process (AHP) was utilized with the opinions of 12 experts to weigh and prioritize the identified factors. The final results from the qualitative and quantitative sections showed that management strategies, revenue generation, upstream laws and conditions, fan system, technical conditions, club resources, and requirements were the most important factors for the financial sustainability of Premier League football clubs, with weights of 0.252, 0.194, 0.165, 0.144, 0.121, 0.068, and 0.056, respectively. The financial sustainability of Premier League football clubs requires comprehensive attention to the aforementioned factors. The interaction of various factors and the continuous improvement of each will lead to the achievement of clubs' financial goals and bring about a sustainable future for them. Clubs should evaluate their performance and, by adopting innovative approaches, take steps toward realizing their financial goals and sustainable development. https://jnssm.uk.ac.ir/article_5283.html Academic coaching is an innovative and expanding approach in higher education aimed at strengthening student support. However, its processes and practical applications, especially within sports science, are still not well understood. This study aimed to identify the outcomes, challenges, and strategies related to the implementation of academic coaching in sports science. Using a qualitative method, 13 professional coaches in Iran were selected through purposive sampling and interviewed through semi-structured protocols. Data were analyzed using reflexive thematic analysis. The findings conceptualized academic coaching implementation across three dimensions. The first dimension encompassed organizational outcomes (such as improvement of the educational system) and individual outcomes (such as improvement of students’ soft skills). The second dimension comprised structural and operational barriers (such as selection of suitable coaches) and cognitive and attitudinal challenges (such as insufficient understanding of coaching). The third dimension included planning and policymaking strategies (such as awareness-raising for the university community) and implementation and structural development strategies (such as establishment of official coaching centers). The results of this study may serve as a foundation for policy development and program planning in the field of academic coaching —particularly in sports science. Given its practical and skill-oriented nature, sports science presents significant potential for implementing this approach effectively. This study also contributes to the theoretical and practical advancement of academic coaching as an emerging field in higher education. https://jnssm.uk.ac.ir/article_5350.html 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. https://jnssm.uk.ac.ir/article_5390.html The purpose of this study was to examine the moderating role of brand personality in the relationship between continuity, integrity, symbolism, and brand credibility with brand equity in football clubs. The research method was correlational. The statistical population consisted of fans of the Premier League football clubs in 2022, and a sample of 499 individuals was selected using the convenience sampling method. The questionnaires were designed electronically and distributed through social media. The research instruments included the standard Brand Authenticity Questionnaire by Charlton and Cornwell (2019), the Brand Equity Questionnaire by Wang and Tang (2018), and the Brand Personality Questionnaire by Villagra et al. (2021). The results of structural equation modeling using PLS software showed that the dimensions of continuity, credibility, and integrity of brand authenticity significantly affect brand equity. Furthermore, brand personality moderates the relationship between continuity and brand equity. Overall, the findings highlight the complex and interconnected nature of brand authenticity dimensions and their influence on brand equity. By focusing on continuity, credibility, and consistency while considering the moderating role of brand personality, companies can strategically manage brand authenticity to enhance brand equity, strengthen consumer trust and loyalty, and achieve sustainable competitive advantage in the market. https://jnssm.uk.ac.ir/article_5546.html The Purpose of this study was to estimate the television demand function of the Iranian Premier League. The ordinal logit model was used for data analysis. The research population comprised fans of Iranian Premier League football teams during the 2023-2024 season. Given the uncertainty regarding the population size, the Cochran formula was applied to estimate the sample size (384 individuals). Data were collected using a researcher-developed questionnaire, whose content validity was confirmed by seven experts. The reliability of the questionnaire was also established using Cronbach's alpha coefficient (0.829). Statistical analysis of the variables and estimation of the research model parameters were performed using STATA version 17 software. The results indicated that variables such as age, gender, occupation, education, quality of play, ranking of the opposing team, result of the previous game, broadcast time of the match, following the match on the radio, and engagement in virtual spaces significantly influenced the likelihood of watching Premier League football games on television. In general, the results of this research emphasis on television as a primary medium for broadcasting football underscores a direct connection to the consumer behavior and media culture of Iranians. This study has the potential to serve as a foundation for more effective policymaking in sports broadcasting. https://jnssm.uk.ac.ir/article_5547.html The aim of this research was to identify and analyze the factors and challenges affecting the maintenance and enhancement of professional athletes' personal brands during the brand maturity stage. This qualitative study was conducted using sandelowski and barroso's (2007) meta-synthesis method. Data were systematically collected from 30 selected scholarly articles published between 2014 and 2024 through a systematic search of reputable persian and english databases. The data were analyzed using thematic coding. Based on the analysis, the factors influencing the sustainability of a personal brand were identified and categorized into six main themes and 21 sub-themes, including performance stability and professional skill development, personal brand management, personal branding strategy, communications and marketing, personality and behavior, and support team. Similarly, the challenges and obstacles to brand maintenance were classified into six main themes and 15 sub-themes, such as psychological challenges in brand sustainability management, behavioral and communication challenges, brand image management in social media, brand positioning stability in professional competition, financial threats, and environmental challenges. The personal brand of a professional athlete is a multi-dimensional and dynamic concept, and its maintenance and enhancement during the maturity stage require a strategic approach, expert support, crisis management, and active engagement with the social and media environment. The findings of this research can serve as a basis by professional decision-making for athletes, sports managers, brand consultants, and policymakers https://jnssm.uk.ac.ir/article_5548.html This study aimed to identify the functions of phygital environment in e-sport context. This study was a qualitative and exploratory research conducted using a thematic analysis. The participants included specialists and experts in sports and emerging technologies. Semi-structured interviews were used as the research instrument, and fifteen experts were interviewed as research participants through purposive sampling to reach the theoretical saturation. The validity and reliability of the study were evaluated and confirmed by using Guba and Lincoln (1989) method. The thematic analysis of the data by Braun and Clarke’s (2006) led to the extraction of 76 codes, eleven sub-themes, and four main themes. The findings indicated that "Intelligence development", "Engagement", "Competition progress", and "Learning opportunities" were the main themes of the research. Some sub-themes were extracted for each main theme according to their semantic and conceptual similarity. The findings can serve as a valuable foundation for users, companies, and administrators involved in esports. A clear understanding of the various aspects of phygital environments in esports and related fields can help stakeholders capitalize on the opportunities this approach offers. https://jnssm.uk.ac.ir/article_5549.html Sports clubs leverage social media platforms to enhance fan engagement, satisfaction, and loyalty, recognizing fans as valuable social capital. This study examined the Gartner Business Model with the marketing activities of four of the most famous European football clubs. A comparative content analysis was employed to identify latent content and examine marketing activities across popular social media platforms. They included Instagram, Facebook, Twitter, YouTube, Chelsea, Liverpool, Real Madrid, and FC Barcelona. We used the Gartner model in this study. The Delphi method was utilized. A coding table was meticulously developed based on the validated components, and its reliability was confirmed using the Kappa coefficient. The subsequent content analysis was conducted in alignment with this framework. Real Madrid and Barcelona had higher marketing activities in supply and demand management on Twitter, YouTube, Instagram, and Facebook than Chelsea and Liverpool. All four football clubs were less active in support services. In addition, the clubs that were more active in supply and demand management generated more revenue than others. Recognizing the crucial role of support services in fan satisfaction and retention, clubs can enhance the efficiency of their social media. With the emergence and increasing expansion of artificial intelligence among social network users and the impact it can have in managing their attitude towards the services and products offered in the sports market, especially world football, the managers of famous clubs should strengthen their relationship with fans more than ever.