The Paradigm of Globalization of the National Brand of Iran through Sporting Events

The main purpose of this research was to design a paradigmatic model of globalization of the National Brand of Iran through sporting events. This research was conducted using the Grounded Theory qualitative method. The statistical population of the study included experts and thinkers familiar with the subject of globalization, global marketing in sports, sporting events and related topics, as well as those involved in sports in the country, which were selected using theoretical sampling method and snowballs and their number reached 18 people. Data collection tools and methods were semi-structured individual interviews. To analyze the data, was used a systematic approach including three main steps of open coding, axial coding and selective coding. During the open and axial coding process, a total of 179 concepts, 83 subcategories and 26 main categories were identified under the headings of causal conditions, contextual conditions, intervening conditions, strategies and consequences. The obtained categories were divided into 5 dimensions: political-economic, managerial, cultural-social, legal and technical-structural factors. In the selected coding stage, the final model of the research was drawn with the focus on the central category of “globalization of the national brand of Iran through sporting events". Understanding the effective consequences of national brand globalization on various dimensions of the country, and the extensive capacity of hosting sporting events in this regard, necessitates the attitudinal-behavioral alignment of the country's managers and those involved in sports and non-sports to move towards globalization.