Qualitative Analysis of the Role of Political Marketing in Iranian Sports Federations

Subject Areas : Sports Science and Healthy

Amir Hossein Maleki Berneti ¹ , Akram Esfahani Nia ^{2 *} , Nasser Bay ³ , Mojtabi Ahmadi ⁴ , Vahid Shojaei ⁵

1 - Department of Physical Education and Sport Sciences, Ali.C., Islamic Azad University, Aliabad Katoul, Iran.
2 - Department of Physical Education and Sport Sciences, Ali.C., Islamic Azad University, Aliabad Katoul, Iran
3 - Department of Physical Education and Sport Sciences, Az.C., Islamic Azad University, Azadshahr, Iran
4 - Department of Physical Education and Sport Sciences, BG.C., Islamic Azad University, Bandargaz, Iran.
5 - Department of Sport Management, Sar.C., Islamic Azad University, Sari, Iran.

Received: 2024-11-30 Accepted : 2025-01-08 Published : 2025-08-23

Keywords: Sports federations, political, economic, cultural marketing, Iran.,

Abstract :

Political marketing in sports federations is one of the important issues in today's world that can have profound and diverse effects on various aspects of society. Accordingly, the aim of the present study is to qualitatively analyze the role of political marketing in sports federations in Iran. The present study is applied in terms of purpose and was conducted in a qualitative manner using a descriptive phenomenological approach. The participants in the study included 16 experts related to the subject. The sampling method was purposive and snowball, and sampling continued until it was possible to extract non-repeating concepts from the interviews. The data collection tool was a semi-structured interview, and MaxQuda software version 20 was used to review and categorize the information. To determine validity and reliability, the criteria of validity, transferability, trustworthiness, and verifiability were used.The antecedents affecting the political marketing of sports federations in Iran include: 59 sub-themes in the form of 5 main themes: managerial antecedents, economic antecedents, political antecedents, cultural and social antecedents, technological and innovation antecedents. Also, the consequences of political marketing of sports federations in Iran include: 53 sub-themes in the form of 5 main themes: managerial impact, political impact, economic impact, social impact, and cultural impact. Finally, it can be said that the antecedents and consequences of political marketing in Iranian sports federations play a significant role as effective factors in the development and progress of sports. In general, in order to optimally benefit from these antecedents and consequences, sports federations should seriously explain and implement political marketing strategies and use the existing capacities in a desirable manner. This approach can lead to the creation of a healthy and sustainable sports ecosystem and ultimately help strengthen the position of sports in society and promote the country's sports culture. Given the increasing importance of sports in social and cultural development, paying attention to these factors can be considered an undeniable necessity in the path of progress of Iranian sports.

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