Ministry of Youth and Sports Strategic Studies on Youth and Sports 2821-1278 20 52 2021 08 23 A Canvas Business Model for Sport Club’s Mascot Based on Osterwalder Model A Canvas Business Model for Sport Club’s Mascot Based on Osterwalder Model 135 150 444 FA Mehdy Rasooli Ph.D., Assistant Professor, Department of Sport Management, Sport Sciences Research Institute of Iran, Tehran, Iran Parastoo Ghodsi M.A. Graduate in Marketing Management in Sport Meysam Rahimi Zadeh Ph.D., Assistant professor, Faculty of Sport Sciences, Shahid Rajaee Teacher Training University, Tehran, Iran Ali Reghbati Ph.D. Student in Sport Management, Kharazmi University, Tehran, Iran Journal Article 2019 08 10 The study is to develop a canvas business model for sport club’s mascot. For this purpose and to get deep analysis, qualitative method of focus group was used.  In this regard, experts who were aware of the subject elected as statistic group. Statistic sample was included of 7 experts from Iran's mascot workgroup in Ministry of Sport and Youth which was included faculty members from sport sciences research institute of Iran and sport managers in Ministry of Sport and Youth. To develop business model canvas, 3 sessions were hold and results gotten as follow: 7 concepts were found in value proposition part. In costumer part 15 concepts (6 concepts in customer segment, 5 concepts in distribution channel, and 6 concepts in customer relationship) were found. 13 concepts were found in infrastructure management part (5 concepts in key resources, 2 concepts in key activities and 5 concepts in key partners). At last, 8 concepts were found in finance aspect (6 concepts in revenue stream, 3 concepts in cost structure).  Sport club mangers can use the research results to identify the found rising, cost parts, potential customers and costumer values of mascot. Also, understanding the communication channels and the sort of the relation can help the club to engage its fans. The study is to develop a canvas business model for sport club’s mascot. For this purpose and to get deep analysis, qualitative method of focus group was used.  In this regard, experts who were aware of the subject elected as statistic group. Statistic sample was included of 7 experts from Iran's mascot workgroup in Ministry of Sport and Youth which was included faculty members from sport sciences research institute of Iran and sport managers in Ministry of Sport and Youth. To develop business model canvas, 3 sessions were hold and results gotten as follow: 7 concepts were found in value proposition part. In costumer part 15 concepts (6 concepts in customer segment, 5 concepts in distribution channel, and 6 concepts in customer relationship) were found. 13 concepts were found in infrastructure management part (5 concepts in key resources, 2 concepts in key activities and 5 concepts in key partners). At last, 8 concepts were found in finance aspect (6 concepts in revenue stream, 3 concepts in cost structure).  Sport club mangers can use the research results to identify the found rising, cost parts, potential customers and costumer values of mascot. Also, understanding the communication channels and the sort of the relation can help the club to engage its fans. https://faslname.msy.gov.ir/article_444_ec2b3027de1edece82225606b1bb5b35.pdf