University of Guilan Journal of Sport Management and Development 2322-4800 Articles in Press 2026 03 16 Presenting an Identity Marketing Model in Professional Sports Presenting an Identity Marketing Model in Professional Sports 9511 10.22124/jsmd.2026.32405.3029 FA Mehdi Salimi Associated Professor in Sport Management, Department of Motor Behavior and Sport Management, Faculty of Sport Sciences, University of Isfahan, Isfahan, Iran Amir Hossein Labbaf Ph.D. Candidate in Sport Management, Department of Motor Behavior and Sport Management, Faculty of Sport Sciences, University of Isfahan, Isfahan, Iran Journal Article 2025 11 28 <strong>Objective</strong><strong>:</strong> The present study aimed to propose a comprehensive model of identity marketing in professional sports.<br /><strong>Methodology</strong><strong>:</strong> A mixed-methods design (qualitative–quantitative) was employed. In the qualitative phase, based on grounded theory (Glaser’s approach), data were collected through semi-structured interviews with 17 university professors, experts, and sports marketing managers selected via theoretical sampling, and analyzed through open and selective coding. In the quantitative phase, the resulting model was validated and prioritized using the Analytic Hierarchy Process (AHP) and a researcher-made pairwise comparison questionnaire, with the participation of 12 experts in sports marketing selected through purposive and criterion-based sampling.<br /><strong>Results</strong><strong>:</strong> The qualitative findings led to the identification of 84 final concepts organized into several theoretical categories that explained the key dimensions of identity marketing from the participants’ perspectives. These categories included audience-brand identity formation, brand–audience interaction in the digital context, brand identity construction, and contextual enablers of identity marketing. The quantitative analyses confirmed and prioritized these categories in the final model, with audience-brand identity formation identified as the most significant factor in identity marketing in professional sports.<br /><strong>Conclusion</strong><strong>:</strong> The proposed model demonstrates that identity marketing in professional sports goes beyond traditional approaches and requires a deep understanding of the psychological, social, and symbolic connections between the brand and its audience. Focusing on strengthening audience identity, increasing digital engagement, and constructing a strong and coherent brand identity can lead to sustainable audience connections, greater loyalty, and active participation. <strong>Objective</strong><strong>:</strong> The present study aimed to propose a comprehensive model of identity marketing in professional sports.<br /><strong>Methodology</strong><strong>:</strong> A mixed-methods design (qualitative–quantitative) was employed. In the qualitative phase, based on grounded theory (Glaser’s approach), data were collected through semi-structured interviews with 17 university professors, experts, and sports marketing managers selected via theoretical sampling, and analyzed through open and selective coding. In the quantitative phase, the resulting model was validated and prioritized using the Analytic Hierarchy Process (AHP) and a researcher-made pairwise comparison questionnaire, with the participation of 12 experts in sports marketing selected through purposive and criterion-based sampling.<br /><strong>Results</strong><strong>:</strong> The qualitative findings led to the identification of 84 final concepts organized into several theoretical categories that explained the key dimensions of identity marketing from the participants’ perspectives. These categories included audience-brand identity formation, brand–audience interaction in the digital context, brand identity construction, and contextual enablers of identity marketing. The quantitative analyses confirmed and prioritized these categories in the final model, with audience-brand identity formation identified as the most significant factor in identity marketing in professional sports.<br /><strong>Conclusion</strong><strong>:</strong> The proposed model demonstrates that identity marketing in professional sports goes beyond traditional approaches and requires a deep understanding of the psychological, social, and symbolic connections between the brand and its audience. Focusing on strengthening audience identity, increasing digital engagement, and constructing a strong and coherent brand identity can lead to sustainable audience connections, greater loyalty, and active participation. https://jsmd.guilan.ac.ir/article_9511_a3baa4b5dad95f9abf578790ba979830.pdf