Introduction: The Metaverse offers a revolutionary platform for reimagining all dimensions of the sports industry. This study aims to propose a model for the development of Metaverse-based sports marketing in professional sports clubs in Iran.
Methods: This applied research was conducted using an exploratory mixed-method (qualitative–quantitative) approach. In the qualitative phase, 14 participants—including sports management scholars, sports managers, marketing experts, sports media specialists, and technology professionals—were selected. Data were collected through semi-structured interviews and analyzed using thematic analysis with a reflexive approach (Braun & Clarke, 2019), assisted by MAXQDA 20 software. In the quantitative phase, 10 experts comprising sports management professors and club marketing managers participated. Their opinions were gathered and analyzed using a fuzzy Delphi questionnaire.
Results: Strategies for developing Metaverse-based sports marketing include: establishing and enhancing technological infrastructure, empowering organizational structures, commercialization and financial resource development, improving fan engagement and loyalty, training and human capital development, promoting collaboration, cultural adaptation, formulating legal frameworks, and enhancing data security. Moreover, the development of Metaverse-based marketing is expected to lead to outcomes such as transformations in sports education and performance, market expansion, improved fan interaction, financial impacts, and new revenue models in sports clubs. In the quantitative phase, the fuzzy Delphi method confirmed all identified concepts and prioritized them.
Conclusion: The findings indicate that purposeful utilization of Metaverse capacities can pave the way for a fundamental transformation in sports marketing among professional clubs in Iran.