Document Type : Research Paper
Authors
1 Ph.D. Student in Sport Management, Alborz Campus, University of Tehran, Tehran, Iran
2 Professor of Sport Management, University of Tehran, Tehran, Iran
3 Associate Professor of Sport Management, University of Tehran, Tehran, Iran
Abstract
Introduction: Given the growing importance of the digital marketing in sports and its role in developing professional clubs, this study aims to identify key factors influencing digital entrepreneurship in Iraqi football and to propose a localized conceptual model.
Methods: This qualitative study employed grounded theory using Strauss and Corbin’s systematic approach. The study population comprised football club managers, university faculty, and sports startup practitioners in Iraq. Using purposive and snowball sampling, 17 semi-structured interviews were conducted until theoretical saturation was reached. After transcription, the data were analyzed through open, axial, and selective coding.
Results: The analysis yielded more than 340 open codes, 98 subcategories, and 25 main categories. Causal conditions included the expansion of digital infrastructure, changing fan consumption behaviors, innovative managerial motives, and the inadequacy of traditional revenue models. Contextual conditions encompassed growth in media literacy, widespread adoption of social media, the relative openness of the communication environment, and the fan community’s capacity for engagement. Intervening conditions—such as weak technical infrastructure, managerial instability, legal gaps, and public distrust—were identified as major barriers to digital development. The identified strategies comprised building club-level digital structures, media branding, data-driven marketing, fan engagement, and diversification of revenue streams. Key outcomes included financial autonomy, job creation, brand growth, an enhanced social role for clubs, and the professionalization of club management.
Conclusion: The findings of this study can assist football managers and policymakers in Iraq in designing the path of digital transformation and achieving sustainable development in professional sports.
Keywords
Main Subjects
)