Providing a Branding Model for National Athletes in Iran

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 ۲۳ experts related to the subject, selected through purposive sampling. Data was collected through semi-structured interviews, and the analysis was conducted using MAXQDA ۲۰۲۰ software. After coding the interview data, ۲۱۲ initial codes were identified through open coding, and ۱۶ 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.

کلیدواژه ها:

Athletes ، Branding ، Finance ، Technology ، culture ، society