شناسایی و تحلیل کیفی شاخص‌های زمینه‌ای و پیامدهای جذب صنعت بیمه در ورزش ایران
محورهای موضوعی : مدیریت در ورزشپیمان ترکاشوند 1 , محمد حامی 2 * , وحید شجاعی 3
1 - دانشجوی دکتری مدیریت ورزشی، واحد ساری، دانشگاه آزاد اسلامی، ساری، ایران
2 - گروه مدیریت ورزشی، واحد ساری، دانشگاه آزاد اسلامی، ساری، ایران
3 - گروه مدیریت ورزشی، واحد ساری، دانشگاه آزاد اسلامی، ساری، ایران
کلید واژه: عوامل فرهنگی و اجتماعی, بازاریابی, حقوقی, انگیزشی, ساختاری, فنی و تخصصی,
چکیده مقاله :
این تحقیق با هدف بررسی و تحلیل عوامل پیشینی و پسینی مؤثر برجذب بیمه در صنعت ورزش ایران انجام‌شده است. روش تحقیق حاضر از منظر پاردایم از نوع تحقیقات پست مدرن بوده نوع تحقیق کیفی است و با استفاده از رویکرد تحلیل موضوعی انجام‌شده است. روش گردآوری اطلاعات مصاحبه‌های عمیق نیمه ساختاریافته بود. مشارکت‌کنندگان تحقیق خبرگان حوزه مدیریت ورزشی، بازاریابی و صنعت بیمه بودند که با استفاده از روش نمونه‌گیری هدفمند و تاکتیک گلوله برفی درنهایت 14 نفر از آن‌ها به‌عنوان حجم نمونه تحقیق در نظر گرفته شدند. برای تحلیل داده‌های کیفی، از نرم‌افزار Maxqda نسخه 2024 استفاده شد. نتایج تحلیل مضمون نشان داد که فرآیند جذب بیمه در صنعت ورزش ایران تحت تأثیر مجموعه‌ای از عوامل کلیدی قرار دارد. مهم‌ترین عوامل بازدارنده شامل نبود فرهنگ بیمه‌ای، باورهای نادرست و ضعف آموزش اجتماعی در میان ورزشکاران است. همچنین مؤلفه‌هایی همچون ناکارآمدی در بازاریابی بیمه ورزشی، ضعف زیرساخت‌های فنی و دیجیتال، چالش‌های قانونی و حقوقی، کمبود انگیزه‌های مالی برای خریداران بیمه و عدم آمادگی نیروی انسانی متخصص، از دیگر موانع شناسایی‌شده‌اند. این یافته‌ها نشان می‌دهد که موفقیت در توسعه بیمه در ورزش نیازمند اصلاحات چندبُعدی در حوزه‌های فرهنگی، زیرساختی، فنی و سیاست‌گذاری است و حاکی از آن است که شکل‌گیری نگرش مثبت نسبت به بیمه در ورزش، نیازمند مداخلات هدفمند فرهنگی، توسعه زیرساخت‌های تخصصی و تدوین سیاست‌های حمایتی و تشویقی از سوی نهادهای متولی ورزش و بیمه است. این رویکردها علاوه برافزایش رفاه و امنیت اجتماعی ورزشکاران، زمینه توسعه پایدار ورزش، جذب سرمایه‌گذاری بیشتر و ارتقای موقعیت ایران در عرصه‌های بین‌المللی را فراهم می‌کنند.
Extended Abstract
Introduction
Sport has long been recognized as one of the fundamental pillars of global culture, exerting significant influence on physical and mental health, social cohesion, and economic development. In the contemporary world, sport has evolved beyond a recreational and social activity into a dynamic global industry with considerable cultural, social, and economic implications. Within this context, the insurance industry plays a crucial role in risk management and sustainability in sports. The diverse risks associated with sporting activities—including physical injuries, legal liabilities, and financial losses—necessitate the adoption of comprehensive insurance mechanisms to safeguard athletes, clubs, and organizations. While sports insurance is an established practice in developed countries, its presence in developing contexts such as Iran remains limited and underdeveloped.
Despite its potential to mitigate risks and enhance financial security, the sports insurance sector in Iran faces several challenges, such as low awareness among athletes and organizations, insufficient legal frameworks, high costs of premiums, and limited service coverage. A review of international studies highlights how structural, cultural, and technological factors shape the development of sports insurance markets. Research also emphasizes the potential of emerging technologies, including wearable devices and big data analytics, to revolutionize risk assessment and insurance models. However, gaps remain in adapting these insights to the Iranian sports context, where systemic, economic, and regulatory barriers hinder the effective integration of insurance services.
The purpose of this study was to identify and qualitatively analyze the antecedent and consequent indicators affecting the attraction of the insurance industry in Iranian sports. Through an in-depth qualitative approach and thematic analysis of expert interviews, the study sought to uncover the underlying drivers and outcomes associated with the adoption of sports insurance. The findings highlight antecedent factors such as awareness, organizational interactions, cultural perceptions, and regulatory frameworks, alongside consequent factors including financial sustainability, enhanced athlete protection, and the stabilization of sports organizations.
This research provides practical implications for policymakers, sports managers, and insurance companies by offering a deeper understanding of the conditions required to foster the insurance industry’s integration into Iranian sports. By addressing identified barriers and leveraging opportunities, the study contributes to the development of tailored models that can support the sustainable growth of sports insurance in Iran.
Methodology
This research is classified within the postmodern paradigm and was conducted using a qualitative design. The participants consisted of experts in sports management, marketing, and the insurance industry. Data were collected through in-depth, semi-structured interviews aimed at identifying the antecedent and consequent indicators influencing the attraction of the insurance industry in Iranian sports. A purposive and snowball sampling strategy was applied to select 14 experts, ensuring access to valid and reliable insights from knowledgeable stakeholders in this field.
For data analysis, a thematic approach was adopted using open, axial, and selective coding procedures. The coding process was carried out in **MAXQDA (version 2024)** to systematically classify and interpret the interview data. The interviews were conducted both face-to-face and online, depending on participants’ availability, and were designed based on the study objectives and guiding research questions. Data collection continued until theoretical saturation was achieved, which occurred after the twelfth interview. To ensure robustness, two additional interviews were conducted, resulting in a total of 14.
To assess reliability, Cohen’s Kappa coefficient was calculated. Four interviews (4th, 7th, 11th, and 14th) were double-coded independently by two researchers at two different time intervals with a one-month gap. Agreement and disagreement in coding were examined, and Cohen’s Kappa was computed using the formula *k = (Pc – Pa) / (1 – Pa)*, where *Pa* represents the proportion of observed agreement and *Pc* the expected agreement. The analysis indicated an overall Kappa value of 0.79, which exceeds the acceptable threshold of 0.61 suggested by methodological standards, thus confirming the reliability of the coding process.
Results
Following the identification of initial statements, concepts, and main categories related to the research objective of exploring the antecedent and consequent indicators of insurance industry attraction in Iranian sports, thematic content analysis of the expert interviews yielded a total of 189 initial codes with an overall frequency of 693.
The Shannon entropy matrix revealed that 104 initial codes with a frequency of 415 were classified into seven major antecedent categories: motivational factors (importance coefficient = 72), structural and infrastructural factors (59), cultural and social factors (75), marketing factors (73), technical and professional factors (52), human factors (43), and legal factors (41). These categories collectively highlight the multidimensional drivers shaping the engagement of the insurance industry in Iranian sports. Distributional analysis further indicated that cultural and social factors accounted for 18.1% of expert perspectives, followed by marketing factors (17.6%), motivational factors (17.3%), structural and infrastructural factors (14.2%), technical and professional factors (12.5%), human factors (10.4%), and legal factors (9.9%).
In examining the consequences of attracting the insurance industry to sports, analysis of the Shannon entropy matrix uncovered 85 initial codes with a frequency of 278, grouped into eight major categories and sixteen sub-concepts. The most prominent categories were cultural and insurance socialization (importance coefficient = 56), sports development (53), and economic–financial outcomes (53). Additional consequences included technological and developmental infrastructure (25), marketing and branding (31), innovation and creativity in insurance (13), human capability (23), and legal–regulatory frameworks (24).
From the experts’ perspective, cultural and insurance socialization emerged as the most frequent consequence (20.1%), whereas innovation and creativity in insurance registered the lowest relative frequency (4.7%). A conceptual tree diagram developed in **MAXQDA (version 2022)** illustrated the interrelations among categories, confirming the presence of seven antecedent categories with twenty-one sub-concepts and eight consequent categories with sixteen sub-concepts. Overall, the results highlight both the systemic barriers and strategic opportunities that must be addressed to advance insurance integration into the Iranian sports industry.
Discussion and Conclusion
The findings of this study indicate that the attraction of the insurance industry to the field of sports in Iran is shaped by a complex interaction of antecedent and external indicators. Insurance, due to its priority in government social policies and the increasing risks associated with sports activities, plays a vital role in ensuring economic protection for athletes, coaches, and organizations. Despite the importance of insurance, the lack of a comprehensive legal framework and low awareness among stakeholders remain critical barriers.
Among the antecedent factors, cultural and social dimensions were identified as the most influential, aligning with prior studies that highlight the decisive role of cultural beliefs and consumer attitudes in shaping market behavior. Misconceptions about insurance and the absence of an insurance culture in sports require strategic interventions, including awareness-raising campaigns, educational programs, and the promotion of positive attitudes toward risk management.
Marketing factors also emerged as a critical driver, particularly through the synergy between sports marketing and insurance branding. Effective campaigns, sponsorships, and customer engagement strategies can enhance the visibility and attractiveness of insurance products in sports. Motivational, structural, and technical factors further underline the necessity of incentives, digital infrastructures, and standardized risk assessment practices to facilitate adoption.
Consequently, the integration of insurance into sports offers multidimensional outcomes, including enhanced financial security, professional development, social protection, and greater international competitiveness. Strengthening legal frameworks, investing in digital platforms, and fostering human resource capabilities are essential to overcome barriers and leverage opportunities.
In conclusion, the results provide valuable insights for policymakers, sports managers, and insurers. By focusing on cultural change, marketing innovation, and structural reforms, the insurance industry can play a pivotal role in the sustainable development of Iranian sports while simultaneously expanding its market reach.
Keywords: Cultural and social factors, marketing factors, legal factors, motivational factors, structural factors, technical and professional factors
Abdolmaleki, H., Mirzazadeh, Z., & Alidoust Ghahfarokhhi, E. (2016). The role played by socio-cultural factors in sports consumer behavior. Annals of Applied Sport Science, 4(3), 17-25. DOI: https://doi.org/10.18869/acadpub.aassjournal.4.3.17.
Aghaei Shahri, M. S., & Azimzadeh, S. M. (2021). The Infrastructure, Peripheral, Organizational and Market Relations in the Iranian Sports Industry. Sports Business Journal, 1(1), 115-126. DOI: https://doi.org/10.22051/sbj.2021.37288.1013.
Aknarouss, M. L. (2019). Insurance of Sports Practitioners. Milev Journal of Research and Studies, 5(2), 226-242. DOI: https://doi.org/10.58205/mjrs.v5i2.1137.
Al Ghamdi, A. O., Bin Shehail, F. M., AL Hariqi, I. A., AL Mutairy, H. M., AL Rashidi, A. M., AL Mutairi, A. S., & AL Anazi, A. K. (2019). The Positive Impact of Sport on Individual and Societal Health: A Critical Review. EPH-International Journal of Humanities and Social Science, 4(3), 26-31. DOI: https://doi.org/ 10.53555/eijhss.v4i3.199.
Ariyayar, R. , Seyed Hamid, S. H. , Ashraf Ganjooei, F. and Zarei, A. (2022). The analysis of effective factors on the development of insurance in local sports of Iran: based on data foundation theory. Contemporary Studies On Sport Management, 12(23), 49-63. DOI: doi: 10.22084/smms.2021.22469.2673. In Persian
Authorities, S. Transparency in Insurance Law and Regulation: In South Africa. Transparency in Insurance Regulation and Supervisory Law, 491. DOI: https://doi.org/10.1007/978-3-030-63621-0.
Bhambri, P., Rani, S., & Pareek, P. K. (2024). Financial innovations: Intelligent automation in finance and insurance sectors. In Hyperautomation in Business and Society (pp. 226-243). IGI Global. DOI: https://doi.org/10.4018/979-8-3693-3354-9.ch012.
Bork, K., & Wandt, M. (2021). Transparency in Insurance Regulation and Supervisory Law of Germany. Transparency in Insurance Regulation and Supervisory Law: A Comparative Analysis, 123-158. DOI: https://doi.org/10.1007/978-3-030-63621-0_6.
Bublyk, M., Kopach, T., & Pikhniak, T. (2021). Analysis of human-capital development tools in insurance companies. Economics Ecology Socium, 5(2), 40-48. DOI: https://doi.org/10.31520/2616-7107/2021.5.2-5.
Chen, Y., Qiu, W., Ou, R., & Huang, C. (2021). A Contract-Based Insurance Incentive Mechanism Boosted by Wearable Technology. IEEE Internet of Things Journal, 8, 6089-6100. DOI: https://doi.org/10.1109/JIOT.2020.3033543.
Desalegn, G. (2023). Insuring a greener future: How green insurance drives investment in sustainable projects in developing countries?. Green Finance, 5(2), 195-210.DOI: https://doi.org/10.3934/GF.2023008.
Fadun, O. S., & Shoyemi, O. S. (2018). Insurance investment funds and economic growth in Nigeria: An empirical analysis (2000–2015). International Journal of Development and Management Review, 13(1). DOI: https://doi.org/10.1192/pb.35.6.237a.
Farahani, A. , pournaghi, A. and Mahdavi Kelishomi, G. (2018). Comparative Study on Exposure Methos of Sports Insurance between Iran and Selected Countries. Applied Research of Sport Management, 6(4), 47-60. DOI: https://dor.isc.ac/dor/20.1001.1.23455551.1397.6.4.5.7. In Persian
Fedorova, Nina. (2016). Specifics of the Motivational Component of the Consumer Behaviour of the Insured. 84-91. DOI: https://doi.org/10.29038/2306-3971-2016-01-84-91.
Fişekçioğlu, B., Özsarı, A., Şen, H. F., Altın, M., & Görücü, A. (2019). Evaluate Professİonal and Amateur Athletes’ Socıal Insurances wıth Legal Aspects In Turkey. Turkish Journal of Sport and Exercise, 21(2), 211-216. DOI: https://doi.org/10.15314/tsed.536344.
Galini, H. , Shojaei, V. , Hami, M. and Soleymani Tapesari, B. (2022). Developing a Conceptual Model for Improving the Sports Insurance System in Iran. Sport Management Journal, 13(4), 1321-1335. DOI: https://doi.org/10.22059/jsm.2020.302619.2479. In Persian
Gupta, S. (2024). Study on the Effectiveness of Marketing through Sports. Indian Journal of YOGA Exercise & Sport Science and Physical Education, 39-43. DOI: https://doi.org/10.58914/ijyesspe.2024-9.1.6.
Jerry, R. H. (2021). Transparency in Insurance Regulation and Supervisory Law of the United States. Transparency in Insurance Regulation and Supervisory Law: A Comparative Analysis, 547-593. DOI: https://doi.org/10.1007/978-3-030-63621-0_25.
Kajwang, B. (2022). Enabling factors for capacity building in the insurance sector. European Journal of Human Resource, 6(1), 80-87. DOI: https://doi.org/10.1256/pb.35.6.238b.
Khosravi, N., Bagheri, H., & Hasaan, A. (2024). Abordagem da teoria fundamentada: revelando novas perspectivas sobre a participação em esportes por meio da realização de eventos no Irã. PODIUM Sport, Leisure and Tourism Review, 13(2), 333-357. DOI: https://doi.org/10.5585/podium.v13i2.25634.
Kim, E., & Kim, Y. (2024). Determinants of user acceptance of digital insurance platform service on InsurTech: an empirical study in South Korea. Asian Journal of Technology Innovation, 1-31. DOI: https://doi.org/10.1080/19761597.2024.2337629.
Kosnikova, O.V., Zolkin, A.L., Bobkov, V.V., & Titushina, N.V. (2024). The role of professional sports in the economy of modern states. Ekonomika i upravlenie: problemy, resheniya. DOI: https://doi.org/10.36871/ek.up.p.r.2024.10.08.003.
Kwon, W. J. (2014). Human capital risk and talent management issues in the insurance market: Public policy, industry and collegiate education perspectives. The Geneva Papers on Risk and Insurance-Issues and Practice, 39, 173-196. DOI: https://doi.org/10.1057/gpp.2013.11.
Li, B., Wang, L., Jiang, Q., Li, W., & Huang, R. (2023). Sports Risk Prediction Model based on automatic encoder and convolutional neural network. Applied Sciences, 13(13), 7839. DOI: https://doi.org/10.3390/app13137839.
Lugmayr, I. S., & Stremitzer, H. (1991). Athletic accident and insurance. Versicherungsmedizin, 43(3), 91-94. DOI: https://doi.org/11.2192/pb.42.6.238c.
Park, S. C., & Lemaire, J. (2012). The impact of culture on the demand for non-life insurance. ASTIN Bulletin: The Journal of the IAA, 42(2), 501-527. DOI: https://doi.org/10.2143/AST.42.2.2182806.
Perkasa, D. H., Harbiato, F., Al Faruq, M., Wuryandari, N. E. R., & Rostini, C. N. (2023). The Influence of Recruitment, Training, and Motivation Systems on Employee Performance Bank Mandiri Latumentten Branch West Jakarta. KnE Social Sciences, 89-103. DOI: https://doi.org/10.1192/pb.35.6.237a.
Piljan, I., Piljan, T., & Lukić, M. (2019). Insurance of athlete's in the Republic of Serbia. Trendovi u poslovanju, 7(2), 78-86.DOI: https://doi.org/10.5937/trendpos1902078P.
Rheinberg, F. (1987). The motivational analysis of high-risk sport. In Motivation, intention, and volition (pp. 249-257). Berlin, Heidelberg: Springer Berlin Heidelberg. DOI: https://doi.org/10.1007/978-3-642-70967-8_17.
Ristić, P. M. (2024). Use of motivational persuasive factors in advertisements. Ekonomski izazovi, 13(25), 1-20. DOI: https://doi.org/10.5937/EkoIzazov2425001R.
Saliba, B., Spiteri, J., & Cortis, D. (2021). Insurance and wearables as tools in managing risk in sports: Determinants of technology take-up and propensity to insure and share data. The Geneva Papers on Risk and Insurance-Issues and Practice, 1-21. DOI: https://doi.org/ 10.1057/s41288-021-00250-6.
Schlegel, M. U., & Hill, C. (2023). The reach of sports technologies. In 21st Century Sports: How Technologies Will Change Sports in the Digital Age (pp. 105-125). Cham: Springer International Publishing.DOI: https://doi.org/10.1007/978-3-031-38981-8_7.
Shakibi rad, A. , Safari Hassanabadi, S. , Najafi Alamdarlo, F. and Seifpour, K. (2021). Sports insurance prioritization services in attracting the satisfaction of injured athletes. Journal of Sociology of Lifestyle (SLS), 7(17), 154-166. DOI: https://dor.isc.ac/dor/20.1001.1.24237558.1399.5.1.11.7. In Persian
Sheng, Q. (2022). International Infrastructure Network. In The Routledge Handbook of the Belt and Road (pp. 381-383). Routledge. DOI: https://doi.org/ 10.4324/9781003286202-82.
Siekmann, R. C. (2012). Introduction to international and European sports law: capita selecta. Springer Science & Business Media. DOI: https://doi.org/10.3257/pb.15.6.215a.
Surujlal, J. (2016). Managing human resources in sport: issues, challenges and possible remedies management and tourism. African Journal for Physical Activity and Health Sciences (AJPHES), 22(31), 760-776.DOI: https://doi.org/10.10520/EJC195986.
Tanklevskaya, N., & Vybranskyy, V. (2019). Osnovy marketynhu v sportyvniy sferi [Basics of sports marketing]. In Sotsial'no-ekonomichni problemy suchasnoho periodu Ukrayiny [Socio-Economic Problems of the Modern Period of Ukraine]. 140 (6), 20-25. DOI: https://doi.org/10.36818/2071-4653-2019-6-4.
Taylor, J., & Lewis, A. (Eds.). (2021). Sport: law and practice. Bloomsbury Professional.DOI: https://doi.org/10.11456/pb.35.6.236c.
Treerattanapun, A. (2011). The impact of culture on non-life insurance consumption. Wharton Research Scholars Journal 78, 6, 12. DOI: https://doi.org/10.3242/pb.65.6.742n.
Wilson, R., Platts, C., & Plumley, D. (2022). Trends in the Sport and Leisure Industry. In Torkildsen's Sport and Leisure Management (pp. 33-59). Routledge.DOI: https://doi.org/10.4324/9780367823610-4.
Yue-hui, L., & Yan, Y. (2013). Research on Risk Management of Sports Events Based on Analytic Hierarchy Process. International Journal of Digital Content Technology and its Applications, 7(2), 124.DOI: https://doi.org/10.4156/JDCTA.VOL7.ISSUE2.14.
Zheng, Y. (2014). Analysis of the Influence of Cultural and Social Psychological Factors on Sports Consumption. In 2014 International Conference on Education Reform and Modern Management (ERMM-14). 378-380.DOI: https://doi.org/10.2991/ermm-14.2014.102.