Payame Noor University Communication Management in Sport Media 2345-5578 10 2 2022 12 22 Identifying and Prioritizing Sports Entrepreneurial Opportunities with Sports Media Approach Identifying and Prioritizing Sports Entrepreneurial Opportunities with Sports Media Approach 85 102 9108 FA Taghi Ashouri Ph.D. in Sports Management, Faculty of Physical Education and Sports Sciences, University of Mazandaran, Babolsar, Iran. Morteza Dousti Associate Prof. of Sports Management, Faculty of Physical Education and Sports Sciences, University of Mazandaran, Babolsar, Iran. Seyed Mohammadhossein Razavi Prof. of Sports Management, Faculty of Physical Education and Sports Sciences, University of Mazandaran, Babolsar, Iran. Abolhasan Hosseini Associate Prof. in Business Management, Faculty of Economics & Administrative Science, University of Mazandaran, Babolsar, Iran. Journal Article 2022 05 24 This study aimed to identify and prioritize sports entrepreneurship opportunities in the field of media. In terms of strategy, it used a mixed method approach (qualitative and quantitative) with an exploratory-sequential design, and in terms of purpose, it employed an applied-developmental design. The statistical population in the qualitative part included 17 sports management professors and researchers in the field of media, selected based on the purposeful sampling method using a theoretical approach. In the quantitative part, 384 graduates in different sports sciences and physical education majors were recruited using stratified random sampling. Research instruments contained library studies, semi-structured interviews continued till reaching theoretical saturation and consensus, and a researcher-made questionnaire with a 5-point Likert scale to determine the importance of each entrepreneurial opportunity in the field of media. The research team confirmed the face validity of the questionnaire. Moreover, its reliability was confirmed with Cronbach''s alpha of 0.70 and composite reliability of 0.76. Data analysis was done by performing exploratory and confirmatory factor analysis and variance-based structural equation modeling using Smart PLS 2 and SPSS statistical software. The importance and priority of the dimensions of sports opportunities in the media were as follows: 1. Cybermedia, 2. Print media, 3. Digital media, and 4. Electronic media. The results of this study showed the high diversity of entrepreneurial opportunities in different fields, start-up costs, geographical regions, time, etc. One can take substantial steps to improve the sport in the country by recognizing the entrepreneurial opportunities and planning them. Those in charge of entrepreneurship and sports can help improve the sport by considering these opportunities in their short- and long-term planning and policy-making. This study aimed to identify and prioritize sports entrepreneurship opportunities in the field of media. In terms of strategy, it used a mixed method approach (qualitative and quantitative) with an exploratory-sequential design, and in terms of purpose, it employed an applied-developmental design. The statistical population in the qualitative part included 17 sports management professors and researchers in the field of media, selected based on the purposeful sampling method using a theoretical approach. In the quantitative part, 384 graduates in different sports sciences and physical education majors were recruited using stratified random sampling. Research instruments contained library studies, semi-structured interviews continued till reaching theoretical saturation and consensus, and a researcher-made questionnaire with a 5-point Likert scale to determine the importance of each entrepreneurial opportunity in the field of media. The research team confirmed the face validity of the questionnaire. Moreover, its reliability was confirmed with Cronbach''s alpha of 0.70 and composite reliability of 0.76. Data analysis was done by performing exploratory and confirmatory factor analysis and variance-based structural equation modeling using Smart PLS 2 and SPSS statistical software. The importance and priority of the dimensions of sports opportunities in the media were as follows: 1. Cybermedia, 2. Print media, 3. Digital media, and 4. Electronic media. The results of this study showed the high diversity of entrepreneurial opportunities in different fields, start-up costs, geographical regions, time, etc. One can take substantial steps to improve the sport in the country by recognizing the entrepreneurial opportunities and planning them. Those in charge of entrepreneurship and sports can help improve the sport by considering these opportunities in their short- and long-term planning and policy-making. https://sportmedia.journals.pnu.ac.ir/article_9108_23cbb7dc135f12c1088370798be8545d.pdf