Document Type : Research Paper

Authors

• mehdi salimi ¹
• Amir Hossein Labbaf ²

¹ Associated Professor in Sport Management, Department of Sport Management, Faculty of Sports Sciences, University of Isfahan, Isfahan, Iran.

² Ph.D. Candidate in Sport Management, Department of Sport Management, Faculty of Sports Sciences, University of Isfahan, Isfahan, Iran.

Abstract

The present study aimed to develop a model for sports brand rejuvenation through communications within the context of Iran's sports industry. This research was conducted using a mixed-methods approach (qualitative-quantitative). In the qualitative section, the Grounded Theory method with a Glaserian approach and modeling technique was employed. Data were collected through in-depth, semi-structured interviews with 18 media and communications managers, marketing managers, university professors, and branding specialists in Iran's sports sector. These data were then analyzed using a three-stage coding process (open, axial, and selective). In the quantitative section, identified factors were weighted and prioritized using the Analytical Hierarchy Process (AHP) and the opinions of 12 experts. The research findings led to the identification of 83 concepts, 12 sub-categories, and 4 main categories. The main categories identified for sports brand rejuvenation through communications include: brand identity formation, communication interactions, brand experience development, and brand establishment and continuity. Each of these categories clarifies key dimensions and strategies in the brand rejuvenation process. The results of this study indicate that successful sports brand rejuvenation necessitates a strategic and integrated approach to communications management. This model provides an operational framework for managers and stakeholders in the sports industry to revitalize and sustain their brands in the face of environmental challenges by focusing on the identified dimensions. Furthermore, the findings offer practical strategies for managers and stakeholders in the sports industry to pave the way for their brand rejuvenation by reviewing brand identity, interactions, and experiences, while optimally utilizing new communication platforms.

Keywords

• Relational marketing
• Brand establishment
• Brand experience creation
• New media
• Brand identity formation

Main Subjects

• Sport Communication