Presenting the effectiveness model of placing a sports brand in the media with sustainable development approach

Using the media to introduce sports products to the audience is very effective. The use of sports brand placement in the media and its use in recent years has become one of the most widely used related techniques for sports product advertising. The purpose of this study is to design an effective model of sports brand placement in the media using the data foundation method. In order to conduct the research, a qualitative research approach has been used and based on the data method of the foundation and using semi-structured interviews with experts in the field of sports brand in the media has been identified. The sample size with the logic of theoretical and judgmental sampling and until the achievement of theoretical saturation included a total of 12 people. Data encoding was performed using Max Kyoda software. Findings show that the effectiveness of sports brand placement in the media with 10 factors and 50 components including: attitude to film, audience capture, audience position, advertising, brand dominance, product integration with the program, demographic characteristics, personality relationship The sports program is explained by the product, the economic benefits and the sports script.