Document Type : Research Paper


1 Sport Behavior and management,,/ ferdowsi University of mashhad, /Mashhad/, Iran

2 staff member; Ferdowsi university of Mashhad

3 Sport Behavior and management, ferdowsi University of mashhad, Mashhad, Iran

4 Department of Geography, Ferdowsi University of Mashhad, Mashhad, Iran

5 department of Sport Behavior and management, ferdowsi University of mashhad


Nowadays, urban branding is increasing the attractiveness of the city, as investors decide to invest more in the city, and this important cause the sustainable economic development for the city. The study purpose was identify effective factors on sports branding in Mashhad City through content analysis strategy. The purpose of the present study was applied and in terms of method is qualitative that is the content analysis strategy used. statistical population of the study consisted of academic professors in sport management and management at universities in the country (expert in the field of brand and urban brand), urban managers, researchers with doctoral degrees in urban brand and mashhad tourists who had doctoral degrees and sampling method in this purposeful research and given the data saturation with 22 statistical population interviews were conducted. The results of qualitative section showed that Mashhad's branding included 5 main components of brand identity, brand personality, brand image, brand equity and stakeholder commitment, and 17 sub-components and many sub-components. According to the results obtained the economic cultural, infrastructure transportation, image& personality of the city and the historical part of the city have improved; Increasing the awareness, loyalty, association and perceived value of tourists and the commitment of residents and tourists and increasing investors in the sports sector have an important role in sports branding in Mashhad.