Document Type : Research Paper
Authors
1 Ph.D Student sports management, Ha.c., Islamic Azad University, Hamedan, Iran.
2 Department of Physical Education, Mal.C., Islamic Azad University, Malayer, Iran
3 Department of Physical Education, Ha.c., Islamic Azad University, Hamedan, Iran
Abstract
Introduction: The world of sports has always been driven by innovations and developments. From the introduction of new technologies to enhance player performance to the use of data analytics to analyze game strategies, it has come to the conclusion that the sports industry has never stopped embracing change. This study aimed to propose a model for the development of sports fan engagement in Iran, emphasizing the potential of the Metaverse.
Method: This qualitative research was conducted using a fieldwork approach based on the grounded theory methodology. The participants were experts with in-depth knowledge of the research subject. A purposive sampling strategy with a homogeneous yet maximum variation approach was employed until theoretical saturation was achieved. Ultimately, 12 semi-structured interviews were conducted with individuals who possessed both academic and practical experience relevant to the topic.
Results: The analysis revealed six key factors influencing the development of sports fan engagement through Metaverse capabilities: interactional, emotional, technological, supportive, structural, and monitoring and evaluation dimensions. The study also identified specific challenges occurring at various stages of the engagement cycle. Moreover, the operational network for fan attraction was categorized into five strategic domains: governance, infrastructure, cultural, legal, and economic solutions.
Conclusion: The results further indicated that the engagement cycle comprises five main stages: need creation, familiarization, experience building, repeatability, and sustainability. This cycle is supported by four essential pillars: infrastructure, regulations and policies, motivation, and cultural foundations.
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