Mehri Heydari; Meysam Rahimizadeh; Abbas Nazarian Madavani
Abstract
The present study aimed to identify the factors influencing the branding of Nowruz Games, specifically for women. The research was conducted within an interpretive paradigm, employing a qualitative approach and a thematic analysis research strategy. Participants included university professors specializing ...
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The present study aimed to identify the factors influencing the branding of Nowruz Games, specifically for women. The research was conducted within an interpretive paradigm, employing a qualitative approach and a thematic analysis research strategy. Participants included university professors specializing in sports and marketing management, and experts, and researchers in sports event management. Seventeen participants were selected through purposive sampling using the snowball technique and formed the expert panel for this study. Data were collected through in-depth and semi-structured interviews, and the open and axial coding processes were performed using MAXQDA software, version 2022. The hidden content analysis of the interviews revealed 213 initial propositions with a total frequency of 649 instances. Nine main themes were identified in order of importance: marketing strategies, cultural factors, technical and specialized factors, public relations and communication, event management, motivational factors, managerial factors, smart advertising, media, and the role of public and private sponsors. Women who perform well in these competitions can serve as an inspiration to other women in sports. Expanding the brand of these competitions will enhance the recognition of the abilities of Iranian female athletes. The Ministry of Sports can foster a more interactive culture by creating social platforms. Organizers of the Nowruz Games should consider the needs of women to provide an environment where they can actively participate and showcase their talents.