Purpose : The aim of the present study was to design a rebranding model for sports products in Iran.
Methods: The research method was qualitative, and the governing paradigm was interpretive. The statistical population of the study consisted of experts who had either simultaneously or separately scientific expertise (university faculty members), executive expertise (senior and middle managers in the sports industry), or both types of expertise in the field of brand and brand redesign in sports. The participants were selected from among senior managers of sports clubs, marketing managers of reputable sports product brands, and faculty members of sports management at universities across the country using purposive sampling and the snowball technique. The sampling process continued until theoretical saturation was achieved—i.e., the point at which new interviews no longer added new data to the existing categories. Ultimately, 18 experts participated in this study.
Results: The reliability of the interviews was obtained using the intra‑subject agreement method, yielding a value of 0.88. Data analysis was conducted using the constant comparison method through three stages of open, axial, and selective coding, employing MAXQDA 2018 software. A total of 80 codes emerged during the substantive coding stage, and 15 themes were identified during selective coding. Ultimately, 7 factors were identified.
Conclusion : It is recommended that sports product brands aiming for successful rebranding simultaneously invest in brand identity reinforcement, AI-driven data analytics, product innovation, digital marketing, social responsibility, sales transformation, and strategic global partnerships.
fathi, Z. , Khodayari, A. and Faridfathi, A. (2026). Designing a Rebranding Model for Sports Products in Iran. Research in Sport Management and Marketing, (), -. doi: 10.22098/rsmm.2026.19681.1558
MLA
fathi, Z. , , Khodayari, A. , and Faridfathi, A. . "Designing a Rebranding Model for Sports Products in Iran", Research in Sport Management and Marketing, , , 2026, -. doi: 10.22098/rsmm.2026.19681.1558
HARVARD
fathi, Z., Khodayari, A., Faridfathi, A. (2026). 'Designing a Rebranding Model for Sports Products in Iran', Research in Sport Management and Marketing, (), pp. -. doi: 10.22098/rsmm.2026.19681.1558
CHICAGO
Z. fathi , A. Khodayari and A. Faridfathi, "Designing a Rebranding Model for Sports Products in Iran," Research in Sport Management and Marketing, (2026): -, doi: 10.22098/rsmm.2026.19681.1558
VANCOUVER
fathi, Z., Khodayari, A., Faridfathi, A. Designing a Rebranding Model for Sports Products in Iran. Research in Sport Management and Marketing, 2026; (): -. doi: 10.22098/rsmm.2026.19681.1558
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