Authors
1 Department of Sport Management, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran.
2 Associate Professor of Department of Sport Management, Payame Noor University, Tehran, Iran.
Abstract
Objective: Iran's professional sports, as an important and central field for promoting the country's culture and communication, faces challenges such as racial and cultural discrimination. These challenges not only affect the stadium environment and team management, but also affect the players and fans.
Methodology: in this study, a multi-stakeholder scenario planning was developed to develop future scenarios to deal with the media apartheid management style in Iran's professional sports clubs, using stakeholders' points of view on critical trends and uncertainties and to create action-oriented strategies. The participants of the present analytical and exploratory study included 23 domestic and foreign stakeholders of Iranian professional sports who were selected based on targeted sampling. Data was collected through interviews and open questionnaires. Data analysis was done with the six-step model of combined scenario planning of Lipzig and Rollandberger.
Results: The findings and analysis of the 29 main factors obtained led to the production of two key uncertainties, namely "the effect of government policies and legal laws on sports management" and "the effect of sanctions and financial needs on sports management" and four scenarios. Finally, the strategy of "sports cohesion: realization of justice and financial sustainability" was presented as the main strategy of this study.
Conclusion: The strategy acknowledges that this cohesion will help strengthen trust between members of the sporting community, create a sense of fairness and justice in access to sporting opportunities, and increase the financial sustainability and better performance of clubs.
Keywords
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