Payame Noor University Communication Management in Sport Media 2345-5578 Articles in Press 2025 06 14 Proposing a Model for Utilizing the Balanced Scorecard (BSC) as a Strategic Management Tool to Enhance Media Activities in the Tehran Municipality Sports Organization Proposing a Model for Utilizing the Balanced Scorecard (BSC) as a Strategic Management Tool to Enhance Media Activities in the Tehran Municipality Sports Organization 11988 10.30473/jsm.2025.73209.1937 FA Sara Torabi Department of Physical Education and Sport Sciences, Isl.C., Islamic Azad University, Islamshahr, Iran Sepideh Ghotnian Department of Physical Education and Sport Sciences, Isl.C.,Islamic Azad University, Islamshahr, Iran Zohreh Afsharmand Department of Physical Education and Sport Sciences, Isl.C.,Islamic Azad University, Islamshahr, Iran Motahareh Moslehi Department of Physical Education and Sport Sciences, Isl.C.,Islamic Azad University, Islamshahr, Iran Journal Article 2024 12 27 The goal of this study was to show how the Balanced Scorecard (BSC) can be used as a tool for better managing media activities in the Tehran Municipality Sports Organization. The research used a qualitative method with a focus on thematic analysis. The study involved sports management experts (like professors and researchers), managers from the Tehran Municipality Sports Organization, and officials in public relations and media. Participants were selected purposefully, and data collection continued until theoretical saturation was reached (19 participants). The research instrument was an exploratory (semi-structured) interview. The validity of the instrument was confirmed based on sample credibility, expert opinions, and inter-rater agreement. Thematic analysis was conducted using the Attride-Stirling (2001) method. MaxQDA Pro software was used to evaluate the interviews. The comprehensive thematic analysis and thematic network mapping, based on expert opinions and a review of theoretical foundations, revealed that the Tehran Municipality Sports Organization's media activities can be improved from four perspectives: financial, customer, learning and growth, and internal processes. Overall, the balanced scorecard model, as a strategic management tool, can help improve media performance in the Tehran Municipality Sports Organization. By focusing on these four perspectives—financial, customer, learning and growth, and internal processes—the organization can enhance its media performance and move closer to achieving its strategic goals The goal of this study was to show how the Balanced Scorecard (BSC) can be used as a tool for better managing media activities in the Tehran Municipality Sports Organization. The research used a qualitative method with a focus on thematic analysis. The study involved sports management experts (like professors and researchers), managers from the Tehran Municipality Sports Organization, and officials in public relations and media. Participants were selected purposefully, and data collection continued until theoretical saturation was reached (19 participants). The research instrument was an exploratory (semi-structured) interview. The validity of the instrument was confirmed based on sample credibility, expert opinions, and inter-rater agreement. Thematic analysis was conducted using the Attride-Stirling (2001) method. MaxQDA Pro software was used to evaluate the interviews. The comprehensive thematic analysis and thematic network mapping, based on expert opinions and a review of theoretical foundations, revealed that the Tehran Municipality Sports Organization's media activities can be improved from four perspectives: financial, customer, learning and growth, and internal processes. Overall, the balanced scorecard model, as a strategic management tool, can help improve media performance in the Tehran Municipality Sports Organization. By focusing on these four perspectives—financial, customer, learning and growth, and internal processes—the organization can enhance its media performance and move closer to achieving its strategic goals