دانشگاه کردستان مطالعات بازاریابی ورزشی 2783-0535 6 4 2025 12 22 Providing a Conceptual Model to Counteract Brand Decline in Professional Sports Clubs in Iran Providing a Conceptual Model to Counteract Brand Decline in Professional Sports Clubs in Iran 66 76 63565 10.22034/sms.2024.141316.1355 FA Narges Rafiei PhD Student, Department of Sports Management, Islamic Azad University, Isfahan (Khorasgan) Branch, Isfahan, Iran Ghasem Rahimi Assistant Professor, Department of Sports Management, Faculty of Sports Sciences, Islamic Azad University, Isfahan (Khorasgan) Branch, Isfahan, Iran Mohammad Soltan Hosseini Associate Professor on Sport Management, Department of Movement Behavior and Sport Management, Faculty of Sport Sciences, University of Isfahan, Isfahan, Iran Journal Article 2024 05 16 This qualitative research was conducted using the grounded theory approach with an emergent design. The participants included managers of professional sports clubs, sports marketing experts, and university professors specializing in sports branding. These individuals were purposefully selected, and based on theoretical saturation, 15 in-depth interviews were conducted. The data collection tool was a semi-structured interview designed to extract detailed and rich information. To evaluate the quality and reliability of the data, the criteria of credibility, transferability, confirmability, and dependability were employed. Data analysis was performed through three stages of coding (open, selective, and theoretical), resulting in 70 initial codes categorized into 16 key concepts. These concepts were ultimately organized into four main categories: brand decline (including reduced value, profitability, market coverage, and brand credibility among customers), internal problems of clubs (such as inefficient management, failure to adapt to market changes, customer alienation, and lack of innovation), external challenges faced by clubs (such as the impact of government policies, financial constraints, and intense competition from foreign brands), and counterstrategies (such as changing marketing strategies, promoting the brand, brand revitalization, and improving customer experience). The findings indicate that brand decline in professional sports clubs in Iran is a multifaceted phenomenon rooted in the interplay between internal and external factors. Addressing this issue requires comprehensive and multidimensional strategies. This qualitative research was conducted using the grounded theory approach with an emergent design. The participants included managers of professional sports clubs, sports marketing experts, and university professors specializing in sports branding. These individuals were purposefully selected, and based on theoretical saturation, 15 in-depth interviews were conducted. The data collection tool was a semi-structured interview designed to extract detailed and rich information. To evaluate the quality and reliability of the data, the criteria of credibility, transferability, confirmability, and dependability were employed. Data analysis was performed through three stages of coding (open, selective, and theoretical), resulting in 70 initial codes categorized into 16 key concepts. These concepts were ultimately organized into four main categories: brand decline (including reduced value, profitability, market coverage, and brand credibility among customers), internal problems of clubs (such as inefficient management, failure to adapt to market changes, customer alienation, and lack of innovation), external challenges faced by clubs (such as the impact of government policies, financial constraints, and intense competition from foreign brands), and counterstrategies (such as changing marketing strategies, promoting the brand, brand revitalization, and improving customer experience). The findings indicate that brand decline in professional sports clubs in Iran is a multifaceted phenomenon rooted in the interplay between internal and external factors. Addressing this issue requires comprehensive and multidimensional strategies. https://gsmsmr.uok.ac.ir/article_63565_28a1f9dbfe9baf561c4e6701aa616b5b.pdf