Presenting a Model of Optimal Use of Crowdfunding by Iranian Sports Entrepreneurs based on Grounded Theory

The purpose of this study was to present a model of optimal use of crowdfunding by Iranian sports entrepreneurs based on grounded theory. The research methodology used were analytical and qualitative for this purpose. The research strategy was grounded theory based on Strauss and Corbin’s approach. The participants in the study included 16 university professors in the field of sports management, entrepreneurship management, sports entrepreneurs and activists in the field of sports businesses. Content analysis of the interviews and coding were used to analyze the data. The research tool was open interviews and the results were analyzed based on the three stages of open, axial and selective coding. The results showed that 109 open codes and 22 axial codes were identified. Causal factors included the central codes of entrepreneurial attitude, entrepreneurial human capital, and entrepreneurial policies. Underlying conditions included the institutionalization of entrepreneurship, transparency and improved business management, the existence of a customer-oriented culture, and cultural and social factors. In addition, the intervening factors consisted of laws and regulations, economic and financial factors ahead, protection laws and technology and information technology. Effective strategies included expertise, confidence building, supportive and financial policies, and communication with entrepreneurs. Finally, consequences included the growth of sports businesses, the distribution of equity in financial resources, economic productivity, and a positive attitude toward sports entrepreneurs as a social asset. It can be concluded that crowdfunding is a means of improving business in the field of sports, which should be considered by entrepreneurs in this field and entrepreneurs to provide the context.