Strategic Considerations of Brand Management in Sport Industry

Articles in Press

Document Type : Research Paper

Authors

1 Department of Sport Management, Shahid Bahonar University of Kerman, Kerman, Iran.

2 Department of Physical Education, Faculty of Medicine and Neuroscience Research Center, Kerman University of Medical Sciences, Kerman, Iran.

3 Modeling in Health Research Center, Institute for Future Studies in Health, Kerman University of Medical Sciences, Kerman, Iran.

10.22103/jdc.2026.26038.1578

Abstract

Objective: Given the critical importance of branding in the sports industry, this study aimed to identify key strategic considerations for effective brand management within the sector.
 
Method: This qualitative and exploratory study employed thematic analysis. The participants consisted of sport marketing experts; 17 individuals were selected through snowball sampling and interviewed until theoretical saturation was achieved. Data were collected using semi-structured interviews. To ensure the rigor and validity of the findings, Guba and Lincoln’s trustworthiness criteria—credibility, dependability, transferability, and confirmability—were applied.
 
Results: Data analysis was conducted using Braun and Clarke’s six-phase thematic analysis approach, resulting in 105 initial codes, 12 sub-themes, and four main themes. The findings revealed that business, social, cultural, and technological considerations constitute the primary strategic dimensions of brand management in the sports industry.
 
Conclusion: Considering the growing importance of brand management in the sports industry, adopting a forward-looking approach and addressing key strategic considerations can enhance preparedness for a dynamic and competitive future. This, in turn, enables the industry to capitalize on emerging opportunities and achieve sustained success in future markets.

Keywords

Main Subjects

References

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Journal of Development and Capital

Articles in Press, Accepted Manuscript
Available Online from 25 April 2026

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History

  • Receive Date: 03 October 2025
  • Revise Date: 28 December 2025
  • Accept Date: 31 January 2026

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