Foresight of Iranian Sports Brands on the Horizon of 2031 with Emphasis on Organizational and Corporate Brands

The purpose of this study was to predict Iranian sports brands on the horizon of 2031 with an emphasis on organizational and corporate brands. This study was mixed research (a combination of qualitative and quantitative) with a concurrent design. In the qualitative part, the research strategy was environmental scanning and in the quantitative part, future research was the method of interaction analysis. The statistical population of this study was experts and reviewing resources that were purposefully selected. Based on theoretical saturation, 25 sports brand experts including university professors, manufacturers, and brand activists were interviewed. In parallel, 11 documents as secondary sources related to sports brands with prospective content were used. Data collection tools were semistructured interviews and checklists in the qualitative section and questionnaires in the quantitative section. For data analysis in the resource review section, the systematic method, in the interview analysis section, the coding method, and in the future research section, the structural analysis method with the help of MICMAC software were used. The findings showed that the future of Iranian sports brands on the horizon of 2031 is affected by 26 factors, but 5 factors of joint branding, market competition, brand investment, electronic brands, and digital technology are the drivers that shape the future of sports brands.