University of Mohaghegh ArdabiliResearch in Sport Management and Marketing2783-23927320260601Investigating the strategies of developing adventurous sports in Ardabil province110443710.22098/rsmm.2023.14148.1296ENRasulErshadifardPh.D. Student of Sport Management, Ardabil Branch, Islamic Azad University, Ardabil, IranMehrdadMoharramzadehProfessor of Sport Management, University of Mohaghegh Ardabili. Ardabil, IranMasoudImanzadehAssistant Professor of Sport Management, Ardabil Branch, Islamic Azad University, Ardabil, IranFarzadNobakht SarebanProfessor of Sport Management, University of Mohaghegh Ardabili. Ardabil, IranJournal Article20231202The purpose of the current research was to investigate the development strategies of developing adventurus sports in Ardabil province.Method: This research, using a mixed research method (qualitative and quantitative), seeks to investigate the solutions for the development of adventurus sports in Ardabil province. The research community in the qualitative part was all professors and experts in the field of sports. 14 people from this community were selected using purposeful sampling and snowball and were interviewed in an open manner. The research population in the quantitative part was all the welcoming sports tourists in Ardabil province 1399-1400, of which 370 people were selected by available sampling and answered the questionnaire made by the researcher.The method of collecting information in the qualitative part was through studying previous researches and conducting semi-structured interviews. To check the formal and content validity, the findings of the research were presented to the participants and they study the text of the theory and then their comments were applied. The method used to check reliability was intra-subject agreement method.The average of intra-subject agreement was reported as 0.88. In the quantitative part, internal consistency coefficient, exploratory and confirmatory factor analysis were used. The data was analyzed with the help of SPSS 25 and LISREL 8.8 software.https://rsmm.uma.ac.ir/article_4437_55a62b49b100e56c18feb449fd5a5dee.pdfUniversity of Mohaghegh ArdabiliResearch in Sport Management and Marketing2783-23927320260601Identifying Sports Media Factors Influencing Attitude Change and Increasing Iranian Women’s Interest in Formula One Racing1121437010.22098/rsmm.2025.17928.1497ENNasrinAzizian KohanProfessor of Sport Management, University of Mohaghegh Ardabili, Ardabil, IranNimaHasanzadehPh.D. of Sport Management, University of Mohaghegh Ardabili, Ardabil, IranJournal Article20250727<strong>Purpose: </strong>Sports media play a crucial role in shaping attitudes and increasing audience interest in sporting events. This study aimed to identify the influential factors of sports media in changing attitudes and enhancing the interest of Iranian women in Formula One racing.<br /><strong>Method: </strong>This applied research was conducted using a qualitative approach with a descriptive phenomenological methodology. The study population consisted of 23 subject-matter experts. Data collection was carried out through semi-structured interviews, and data were analyzed and categorized using MAXQDA software (version 20). To ensure validity and reliability, the criteria of credibility, transferability, dependability, and confirmability were applied.<br /><strong>Results: </strong>Findings indicate that sports media significantly impact the change in attitudes and increase the interest of Iranian women in Formula One racing. Increased media coverage, the production of simplified educational content, and the use of social media play a key role in raising awareness and attracting female audiences. Additionally, the presence of women in key roles within the sport, such as drivers and analysts, helps reduce gender stereotypes and motivates more women to follow the races. However, the lack of targeted media coverage for women and insufficient investment in gender-appropriate content production remain major obstacles in this area.<br /><strong>Conclusion: </strong>The study concludes that sports media particularly through enhanced coverage and simplified educational content play an effective role in changing attitudes and attracting Iranian women to Formula One racing. The inclusion of women in prominent roles and leveraging social media can also help dismantle gender stereotypes and boost women's interest in the sport. Nonetheless, the scarcity of targeted content and limited media coverage remain among the key challenges in engaging more women in Formula One.https://rsmm.uma.ac.ir/article_4370_c4d048dcdb5c1aac9b1266fcfb1dd851.pdfUniversity of Mohaghegh ArdabiliResearch in Sport Management and Marketing2783-23927320260601Ethical Leadership and Its Role in Conflict Management: A Study of Ethiopian National Sports Federations2232448110.22098/rsmm.2026.18405.1506ENAnsuwar YesufArebiPh.d of Sport Science, Addis Ababa University, Addis Ababa, Ethiopia0009-0005-9267-6028Journal Article20250921<strong>Purpose: </strong>The purpose of this research was to investigate the impact of ethical leadership on conflict management within Ethiopian national sports federations, addressing gaps in the literature on sports organizations.<br /><strong>Method</strong>: This research employed a mixed-methods, particularly embedded research design, which combines the quantitative data from 296 administrators and qualitative insights from 15 administrators. In this study, four hypotheses were tested examining the roles of leader integrity, fairness, role modeling, and communication about ethics in conflict management.<br /><strong>Results: </strong>The data from the quantitative method were analyzed with a confidence level of 95% by using SPSS version 28. Multiple linear regression analysis confirmed that all four factors (leader integrity, fairness, role modeling, and communication about ethics) significantly impact conflict management, with role modeling (β = 0.889, p < 0.05), followed by communication about ethics (β = 0.488, p < 0.05), leader integrity (β = 0.316, p < 0.05), and fairness (β = 0.273, p < 0.05). Qualitative data were analyzed with NVivo, and the findings supported the quantitative results by highlighting how ethical leadership develops trust, transparency, and association, thereby reducing conflicts arising from resource distribution and employee disagreements. This result also underlined the importance of ethical leadership in Ethiopian national sports federations.<br /><strong>Conclusion: </strong>This study highlights the importance of ethical leadership in mitigating conflicts within these sport federations. Therefore, training in ethical leadership and communication is recommended to enhance conflict resolution and promote organizational unity.https://rsmm.uma.ac.ir/article_4481_db2bb2a1b73bb0f0507b7009c8d599ed.pdfUniversity of Mohaghegh ArdabiliResearch in Sport Management and Marketing2783-23927320260601Identifying Factors Influencing the Smartization of Sports Equipment in National Football Stadiums3341448010.22098/rsmm.2026.16626.1445ENEslamMohammadipourPh.d of Sport Management, University of Tabriz, Tabriz, IranVajihehJavaniAssociate Professor of Sport Management, University of Tabriz, Tabriz, IranYaghobBadri AzarinProfessor of Sport Management, University of Tabriz, Tabriz, IranJournal Article20250126<strong>Purpose: </strong>This research aims to identify the factors influencing the smartization of sports equipment in national football stadiums.<br /><strong>Methods: </strong>The present study is applied in nature and conducted qualitatively using a descriptive phenomenological approach. The data analysis employed the Colaizzi method. The study population included 23 experts in related fields. Data collection was conducted through semi-structured interviews, and the MAXQDA software version 20 was used for data analysis and categorization. To ensure validity and reliability, criteria such as credibility, transferability, dependability, and confirmability were employed.<br /><strong>Results: </strong>The results indicate that smartization of football stadiums can significantly improve fan experience, resource management, and operational efficiency. Modern technologies such as the Internet of Things (IoT), artificial intelligence, and smart management systems contribute to optimizing equipment performance and enhancing stadium security. However, continuous support and maintenance of smart systems, especially in technical areas, data security, and energy management, are crucial. Additionally, high initial costs and the need for long-term investment pose challenges that require careful planning and sufficient resources.<br /><strong>Conclusion: </strong>The study concludes that smartization of football stadiums can enhance fan experience, improve efficiency, and reduce costs. However, sustained support and maintenance of smart systems, along with appropriate investment, are essential for optimal system performance. Successfully implementing these processes requires addressing technical challenges, ensuring data security, and managing resources effectively.https://rsmm.uma.ac.ir/article_4480_3914d4b2125add91378b09fbf4d5b93c.pdfUniversity of Mohaghegh ArdabiliResearch in Sport Management and Marketing2783-23927320260601Identification of Factors Influencing the Institutionalization of Sports Law in Schools4256447610.22098/rsmm.2026.19021.1528ENArefehKashaniPh.D Student of Sport Management, Islamic Azad University, NT.C., Tehran,IranAmirDanaAssociate Professor of Sport Management, Islamic Azad University, Tabriz Branch, Tabriz, Iran0000-0003-0191-7868Ali AsgharDoroudianAssociate Professor of Sport Management, Islamic Azad University, NT.C., Tehran, IranShivaAzadfadaAssistant Professor of Sport Management, Islamic Azad University, NT.C., Tehran, IranMahdiGoudarziAssistant Professor of Sport Management, Payame Noor University, Tehran, IranJournal Article20251209<strong>Purpose:</strong> The lack of sufficient awareness among teachers and school administrators regarding sports law, along with the absence of a systematic framework, has led to an increase in legal disputes and the creation of an unsafe environment. Therefore, this study aimed to identify the key factors influencing the institutionalization of sports law in Iranian schools.<br /><strong>Methods:</strong> The research employed a grounded theory approach based on the systematic design of Strauss and Corbin. The statistical population consisted of experts and specialists in the fields of sports law, sports management, and education. Using purposive sampling combined with the snowball technique and based on theoretical saturation, 13 participants were selected as the final sample. Data were collected through semi structured interviews, which were recorded, transcribed, and analyzed through open, axial, and selective coding. During open coding, 107 initial concepts were extracted from the data. MAXQDA software (version 2020) was used to manage and facilitate the coding process.<br /><strong>Results:</strong> Qualitative data analysis led to the identification of six main categories: education and empowerment, policymaking and responsibility, governance and operational efficiency, infrastructure and technology core, good governance factors, and the cultural and social synergy core.<br /><strong>Conclusion:</strong> The findings indicate that institutionalizing sports law in schools is a dynamic and multidimensional process that requires simultaneous attention to structural, cultural, and educational dimensions. Ultimately, it can be concluded that although major challenges such as insufficient training, weak regulations, and lack of infrastructure appear common across sports contexts, operational strategies and priorities for institutionalization are highly dependent on the specific setting (e.g., schools versus professional clubs). Success therefore hinges on understanding these nuances and adopting a coordinated, multidimensional approach.https://rsmm.uma.ac.ir/article_4476_fdcaf3a690c3134f186b01bac7fdf559.pdfUniversity of Mohaghegh ArdabiliResearch in Sport Management and Marketing2783-23927320260601The Effect of Storytelling Marketing and Marketing Intelligence on the Performance of Sports Startups5768441410.22098/rsmm.2026.15306.1371ENMahboubSheikhalizadehAssistant Professor of Sport Management, Ah.C., Islamic Azad University, Ahar, IranNasrinAbadiM.A Studen of Sport Management, Ah.C., Islamic Azad University, Ahar, IranJournal Article20240621<strong>Purpose: </strong>Given the relatively poor performance of sports startups in Iran and the importance of storytelling marketing and marketing intelligence in the performance of various businesses, this research aimed to investigate the effect of storytelling marketing and marketing intelligence on the performance of sports startups.<br /><strong>Methods: </strong>This research is applied in terms of data collection and is a structural equation modeling (SEM) study in terms of research method. The statistical population of this study included all employees, experts, and activists in the field of sports startups. 209 employees, experts, and activists in the field of sports startups filled out the storytelling marketing questionnaire of Saadat and Kheiri (2018), the marketing intelligence questionnaire of Ventner and Rensberg (2014), and the sports startup performance questionnaire of Hersey and colleagues (2008). The Smart PLS and SPSS version 26 software were used to analyze the data.<br /><strong>Results: </strong>The results showed that the proposed model had a good fit (GOF = 0.653). The results of the path analysis showed that storytelling marketing and marketing intelligence have a positive and significant effect on the performance of sports startups.<br /><strong>Conclusion: </strong>Storytelling marketing plays a crucial role in shaping the performance and growth of sports startups. By leveraging compelling narratives, these startups can establish emotional connections with their audiences, ultimately driving engagement and brand loyalty. This approach allows sports startups to differentiate themselves in a crowded market, providing a unique value proposition that resonates with consumers' passions and interests in sports.https://rsmm.uma.ac.ir/article_4414_49f440213ecf335560d8cc1def2be720.pdfUniversity of Mohaghegh ArdabiliResearch in Sport Management and Marketing2783-23927320260601The Effect of Organizational Support on Feedback-Seeking Behavior of Physical Education Experts in Education Departments: The Mediating Role of Openness to Experience6982447710.22098/rsmm.2025.18159.1502ENMaryamAliabadiPh.D. Student of Sport Management, Ali.C., Islamic Azad University, Aliabad Katoul, IranAkramEsfahani NiaAssistant Professor of Sport Management, Ali.C., Islamic Azad University, Aliabad Katoul, IranHamidrezaGhezelseflooAssociate Professor of Sport Management, Gonbad Kavous University, Gonbad, IranNasserBayAssistant Professor of Sport Management, Az.C., Islamic Azad University, Azadshahr, IranMojtabaAhmadiAssistant Professor of Sport Management, BG.C., Islamic Azad University, Bandar Gaz, IranJournal Article20250822<strong>Purpose: </strong>The purpose of this study was to investigate the effect of organizational support on the feedback-seeking behavior of physical education experts in education departments, with the mediating role of openness to experience.
<strong>Methods: </strong>This applied research was conducted using a survey method. The statistical population consisted of 1,712 physical education experts working in the education departments across the country in 2024. Using Cochran’s formula, a sample size of 314 experts was estimated, and participants were selected through cluster sampling. In total, 314 completed questionnaires were analyzed. The measurement tools included the Perceived Organizational Support Questionnaire (Eisenberger et al., 2001), the Openness to Experience Scale (Soto et al., 2008), and the Feedback-Seeking Behavior Questionnaire (Moss et al., 2003). Data were analyzed using descriptive and inferential statistics through SPSS and SmartPLS software.
<strong>Results: </strong>The results indicated that organizational support had a positive and significant effect on openness to experience among physical education experts. Moreover, organizational support showed a positive and significant effect on feedback-seeking behavior. Finally, the findings confirmed the positive and significant effect of organizational support on feedback-seeking behavior of physical education experts in education departments, mediated by openness to experience.
<strong>Conclusion: </strong>Based on the findings of this study, it can be concluded that organizational support for physical education experts can bring about positive outcomes, such as improving openness to experience and strengthening feedback-seeking behavior. Accordingly, it is recommended to pay attention to the professional and personal needs of physical education experts and provide adequate financial resources and facilities for them.https://rsmm.uma.ac.ir/article_4477_e39423d8486d6deee11ed3559bb78985.pdfUniversity of Mohaghegh ArdabiliResearch in Sport Management and Marketing2783-23927320260601Faculty Members’ Lived Experiences in Using Artificial Intelligence to Personalize Sports Programs: A Phenomenological Study8394447110.22098/rsmm.2026.18648.1511ENAidaZamaniAssistant Professor of Astara Branch ,Isiamic Azad University, Astara, IranMohammadPourranjbarAssociate Professor of Physical Eduction,faculty of Medicine and Neuroscience Research Center, Kerman University of Medical Sciences, Kerman, IranJournal Article20251128<strong>Purpose: </strong>This study examines the lived experiences of faculty members University in using artificial intelligence to personalize sports programs. Given the rapid advances in AI technology in the field of sports, this research focuses on identifying the challenges, opportunities, and impacts of this technology on academic education
<strong>Metods: </strong>A qualitative methodology with an interpretive approach was adopted and data were collected through in-depth semi-structured interviews with 12 faculty members. Data analysis was conducted using the collage method and MAXQDA software, which included code extraction, themes, and participant review. Ethical considerations such as informed consent and confidentiality were observed.
<strong>Result: </strong>The findings revealed four main themes: including program personalization, harm prevention, immediate feedback, and complex data analysis; challenges and barriers such as high costs, cultural resistance, lack of specialized training, and data security issues; Educational impacts such as increased student motivation, a new approach to interactive learning, and a balance between technology and human relations; and foresight with scenarios such as the coexistence of technology and sports for sustainable development or sudden changes with critical challenges.
<strong>Conculion: </strong>The results show that AI as a transformative tool enhances sports performance, but its success requires a multidimensional approach. This research fills a gap in the local literature. Practical suggestions include holding specialized training workshops for professors, investing in university digital infrastructure, formulating privacy policies, and creating a culture for technology acceptance. This study highlights the deep layers of human perception of AI.https://rsmm.uma.ac.ir/article_4471_4decba8878870aefbf9108809d5730fc.pdfUniversity of Mohaghegh ArdabiliResearch in Sport Management and Marketing2783-23927320260601Digital Transformation in Sport Marketing: How Innovative Technologies Shape Generation Z and Alpha Consumer Expectations and Behavior?95111441910.22098/rsmm.2026.17767.1490ENAmir HosseinLabbafPh.D. Student of Sport Management, University of Isfahan, Isfahan, IranMohsenVahdaniAssistant Professor of Sport Management, University of Isfahan, Isfahan, IranJournal Article20250714The sports industry is a significant global market. Generation Z and Alpha are key emerging consumers with unique digital expectations. Rapid technological advancements are reshaping consumer behavior, including in sports. This research aims to explore and conceptualize how innovative technologies and digital interactions are shaping the expectations and behavior of Generation Z and Alpha sports consumers through a qualitative, grounded theory approach. This qualitative research, based on Glaser's grounded theory, was conducted. Data were collected through 17 semi-structured interviews with sports marketing experts, sports brand managers, and researchers in this field. Data analysis was performed in three stages of open, axial, and selective coding, and ultimately 56 final codes were extracted into 8 subcategories and 2 main categories. Research credibility was ensured using triangulation strategies and in-depth engagement with participants. "Transformation in the Expectations" includes a desire for interactive and personalized experiences, social and cultural values as decision-making criteria, the impact of the digital space on the perception of sports brands, and new expectations from sports event sponsorship brands. "Changes in the Behavior" includes a preference for interactive content over direct advertising, the importance of digital identity in consumer behavior, changes in methods of interaction with sports brands, and the place of sports in the digital lifestyle. Sports brands should prioritize interactive digital content. Loyalty is higher for brands valuing social and environmental responsibility. Sports entities should strategically integrate innovative technologies and digital interactions into their strategies and emphasize their commitment to these values to effectively engage these consumers.https://rsmm.uma.ac.ir/article_4419_e516ab57c45390c415dff3bc72ba65f6.pdf