University of Guilan Journal of Sport Management and Development 2322-4800 8 2 2019 07 23 Promoting the model of Iran’s football pro-league brand management Promoting the model of Iran’s football pro-league brand management 130 141 3781 10.22124/jsmd.2018.3781 FA Mehdi Rasooli Assistant Professor, Sport Sciences research institute. Alireza Elahi Associate Professor, Kharazmi University 0000-0002-4810-1949 Mohsen Esmaeili Assistant Professor, Sport Sciences research institute. Journal Article 2016 08 10 <strong>Objective: </strong>Fans loyalty depends on accurate brand management. The main aim of this study was identifying external effective factors on branding of Iran's football clubs and promoting football club branding model of Rasooli (2014).<br /><strong>Methodology: </strong>This is a qualitative study and basic research by method which ran through grounded theory method and qualitative interviews with experts. Interviews analyzed through qualitative coding (open, axial and selective).<br /><strong>Results</strong>: Findings exposed 60 labels in open coding which categorized in 8 concepts. These concepts were culture, economic, top authorities, media, technology, opponents, customers and others.<br /><strong>Conclusion:</strong> Eventually promoted model of Iran's football club brand management developed. The alternatives suggested according to the findings which club managers can use to promote club's brand.<br /><strong> </strong><br />  <strong>Objective: </strong>Fans loyalty depends on accurate brand management. The main aim of this study was identifying external effective factors on branding of Iran's football clubs and promoting football club branding model of Rasooli (2014).<br /><strong>Methodology: </strong>This is a qualitative study and basic research by method which ran through grounded theory method and qualitative interviews with experts. Interviews analyzed through qualitative coding (open, axial and selective).<br /><strong>Results</strong>: Findings exposed 60 labels in open coding which categorized in 8 concepts. These concepts were culture, economic, top authorities, media, technology, opponents, customers and others.<br /><strong>Conclusion:</strong> Eventually promoted model of Iran's football club brand management developed. The alternatives suggested according to the findings which club managers can use to promote club's brand.<br /><strong> </strong><br />  https://jsmd.guilan.ac.ir/article_3781_3a0739866a917ffdb4fb865eea925241.pdf