Document Type : Original Article

Authors

• SIAVASH HAMIDZADEH ¹
• Alimohmmad Safania ²
• Sayyed salahedin Naghshbandi ³
• Mohsen Bagherian Farahabadi ⁴

¹ Physical Education & Sport Sciences- Faculty of Literature, Humanities and Social Sciences-Islamic Azad University Science and Research Branch Tehran- IRAN

² Professor, Department of Sports Management, Science and Research Branch, Islamic Azad University, Tehran, Iran

³ Associate Professor, Department of Sports Management, Science and Research Branch, Islamic Azad University, Tehran, Iran.

⁴ Assistant Professor, Department of Sports Management, Science and Research Branch, Islamic Azad University, Tehran, Iran.

Abstract

The main objective of this study was the structural analysis of determinants for blockchain adoption in the marketing of Iranian football clubs, using an exploratory sequential mixed method (Thematic Analysis and DEMATEL). In the qualitative phase, data were collected through semi-structured interviews with 17 experts from the football and technology ecosystem, who were selected via purposive sampling until theoretical saturation was reached. In the quantitative phase, a panel of 12 academic and executive experts responded to a researcher-made DEMATEL questionnaire (based on the 12 final themes). The validity and reliability of the tools and findings in both sections were confirmed using appropriate strategies such as peer review, content validity, and group reliability. Finally, qualitative data were analyzed using Thematic Analysis (Braun & Clarke), and quantitative data were analyzed using the DEMATEL technique. Qualitative findings led to the identification of 232 basic themes, 25 organizing themes, and 12 overarching themes. The results of the structural analysis revealed that factors such as "Technological and Knowledge Empowerment" and "Lack of Infrastructure and Macro Strategy" play the main causal (influential) roles, while factors like "Institutional Infrastructure and Regulation" and "Gradual Maturity of Technological Acceptance" play the main effectual (influenced) roles. Furthermore, "Technological and Economic Value Creation," along with "Policy Bottlenecks" and "Lack of Infrastructure," demonstrated the highest systemic interactions within the relationship network. These results indicate that the successful entry of blockchain into Iranian football is not an automatic or purely technical process, but rather a strategic transformation requiring a focus on root causes and the main drivers of the system.

Keywords

• Blockchain
• Technology Adoption and Acceptance
• Technological and Knowledge Empowerment
• Macro Infrastructure
• Football Industry

Main Subjects

• Sports management, marketing