Document Type : Original Article
Authors
1 Department of Physical Education and Sport Sciences, Mo.C., Islamic Azad University, Isfahan, Iran
2 Assistant Professor, Department of Physical Education and Sport Sciences, Mo.C., Islamic Azad University, Isfahan, Iran
Abstract
In the digital age, esports have become an effective tool for brand development, social interaction, and revenue generation. The entry of Iranian football clubs into this field requires a strategic and comprehensive approach focused on strengthening brand identity among the digital generation. The present study is applied and developmental in terms of purpose, and qualitative in terms of data nature, based on a thematic analysis approach. Participants included 14 club managers, sports marketers, and media professionals familiar with esports and branding. The interview process continued until theoretical saturation was reached with these 14 participants. Sampling was conducted purposefully, and the research instrument was a semi-structured interview. The final research model was organized into 277 descriptive codes, 42 interpretive codes, and 10 final themes. Economic and investment factors—with sustainable revenue models and return on investment—cultural and social factors—through fan acceptance and community empowerment—and technological and infrastructural factors—via access to digital platforms and data-driven approaches—align to reinforce brand presence. Legal and institutional mechanisms reduce legal risks and create strategic stability, while the interaction of organizational culture with marketing and fandom, as well as the connection between technology and management and marketing, accelerate brand development. Ultimately, only through the simultaneous integration of these ten factors within a coherent, legal framework supported by technological investment can effective esports brand development be achieved.
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