Developing Branding Strategies for Sports Businesses: A Digital Marketing Approach

Purpose: Digital transformations and the expansion of virtual spaces have reshaped branding strategies across various industries, including sports businesses. This study aims to develop and articulate branding strategies for sports businesses within the context of digital marketing.Methodology: A qualitative research approach was adopted, utilizing thematic analysis. Data were collected through semi-structured interviews with ۱۶ experts in digital marketing and sports branding, and analyzed using MAXQDA ۲۰۲۰ software, resulting in the identification of four main themes and eleven key concepts.Findings: The study reveals that digital branding strategies, including targeted advertising, strategic content planning, market and competitor analysis, and customer relationship management (CRM) systems, are critical for enhancing brand identity and audience engagement in the sports industry. Leveraging digital influencers, interactive campaigns, and tailored content emerged as key factors driving the success of sports brands in digital spaces.Originality: This research provides a novel theoretical and practical framework for understanding digital branding processes in the sports industry, with a focus on the Iranian market. The findings offer actionable insights for sports managers and digital marketers to optimize customer acquisition and retention strategies, while laying a foundation for cross-cultural comparisons and future research in sports branding.

کلیدواژه ها:

brand identity ، Customer Relationship Management ، Interactive Campaigns ، Targeted Advertising