مدل توسعه بازاريابي ورزشي مبتني بر متاورس در باشگاه هاي حرفه اي ايران

Rapid advancements in digital technologies, particularly the emergence of the metaverse, have created a new horizon for the sports industry an‎d sports marketing. The present study aims to develop a metaverse-based sports marketing development model for professional sports clubs in Iran. This research is applied in terms of purpose an‎d exploratory–sequential in nature, employing a mixed-methods approach (qualitative–quantitative). In the qualitative phase, thematic analysis was used. Data were collected through semi-structured interviews with 14 experts, including managers of professional sports clubs, sports marketing specialists, faculty members in sport management, experts in digital sports media an‎d platforms, an‎d metaverse technology specialists an‎d platform developers. Sampling was conducted purposively an‎d continued until theoretical saturation was achieved. After transcription, the qualitative data were coded an‎d analyzed, leading to the extraction of the main an‎d sub-themes of the study. The qualitative findings indicated that the factors influencing the development of metaverse-based marketing in professional sports in Iran can be categorized into eight main themes: technology, financial, cultural, legal, structural, managerial, fans, an‎d innovation. In addition, development strategies for metaverse-based sports marketing were identified across six main dimensions: technological capacity building, development of digital-oriented structures, expansion of commercial opportunities an‎d financial resources, cultural development an‎d facilitation of social acceptance, development of technological collaborations, an‎d formulation of legal an‎d regulatory strategies. Furthermore, the consequences of developing metaverse-based sports marketing in professional sports in Iran were explained in three primary dimensions: market expansion an‎d fan engagement, transformation in sports education an‎d performance, an‎d revenue development. In the quantitative phase, the fuzzy Delphi method was employed to validate an‎d prioritize the qualitative findings. Accordingly, a questionnaire derived from the qualitative phase was designed an‎d administered to 10 experts, including sport management academics an‎d marketing managers of professional sports clubs. The results revealed that the most influential factor in the development of metaverse-based sports marketing is initial investment an‎d capital attraction, the most important strategy is securing initial investment an‎d localizing successful global metaverse models, an‎d the most significant outcome is the expansion of clubs’ market reach. The findings of this study provide a scientific basis for decision-making by sports managers, policymakers, an‎d digital marketing practitioners in the development of professional sports within the metaverse context.

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