Two Plausible Stories of the Future of the Sports Industry Emphasizing the Role of Sports Startups: Scenario Writing

Document Type : Original Article

Authors

1 Ph. D Candidate on Sport Management, Department of Physical Education and Sports Science, Najafabad Branch, Islamic Azad University, Najafabad, Iran

2 Associate professor on sport management, Sport Medicine Research Center, Najafabad Branch, Islamic Azad University, Najafabad, Iran

3 Assistant Professor, Department of Physical Education and Sports Sciences, Esfahan (khorasgan) Branch, Islamic Azad University, Esfahan, Iran

10.22034/sms.2024.140308.1278

Abstract

The aim of this research was to present plausible scenarios of the future of the sports industry with a focus on the role of sports startups. This research is considered practical in terms of its objective and analytical and exploratory in nature, considering the methods of data collection and the final results. Data collection was based on the opinions of experts, and 15 individuals were selected based on their work experience in the field of sports startups and knowledge in the field of future studies using a targeted approach. The data collection tools included semi-structured interviews and matrices with dimensions of 36×36 and 11×11, which were validated and made reliable through fuzzy Delphi in one stage to achieve a consensus of expert opinions based on fuzzy logic computations and fuzzy inference system principles. Two-stage coding was used for qualitative data analysis, and fuzzy Delphi analysis, structural analysis, and scenario writing were employed for quantitative data analysis. Data analysis revealed that the growth of the sports equipment industry, private sector investment in startups, the use of innovative technologies in startups, and increased competition in the sports industry market are four key uncertainties that create two plausible stories named "Dynamic Growth of the Sports Industry" and "Recession in the Sports Industry." Familiarity with the narrative of each scenario and comparing their desirability can provide a basis for designing future actions of sports startups to ensure the Iranian sports industry remains flexible and responsive in maintaining its competitive edge.

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Sports Marketing Studies
Volume 5, Issue 4
February 2025

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