Document Type : Research Paper


1 Department of Sport Management, Sport Sciences Research Institute, Tehran, Iran

2 Department of Sport Management, Islamic Azad University, Central Tehran Branch, Tehran, Iran

3 Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Kermanshah, Iran


Introduction: Selling goods attributed to the clubs is one of the ways in which sports organizations increase their income. So, the purpose of this study was to identify the factors affecting the sale of commercial goods on Iranian Premier League clubs.
Methods: The research method was qualitative (grounded theory). The data collection tool was through in-depth and semi-structured interviews. After conducting 13 interviews with football experts, the codes reached theoretical saturation. Data were analyzed simultaneously using the Systematic approach.
Results: By performing a three-step coding process (open, axial and selective), 261 non-duplicate initial codes were obtained, which were classified into 67 concepts and 25 categories. The results showed that the sale of club commercial goods in Iranian Football Premier League will enable the clubs to earn more income and boost their economic activities. Paying attention to information and human resources along with the elements related to marketing and real needs assessment are research strategies in selling commercial goods.
Conclusion: The research results can provide useful information for football managers at the micro, meso and macro levels to use the various capacities of the clubs and increase their revenue. The Football Federation is advised to consider the sale of commercial goods as one of the evaluation criteria in order to encourage football clubs.


Blut, M., Teller, C., & Floh, A. (2018). Testing Retail Marketing-Mix Effects on Patronage: A Meta-Analysis. Journal of Retailing, 94(2), 113-135. doi: