Document Type : Research Paper
Authors
1
Department of Physical Education and Sport Sciences, Mashhad Branch, Islamic Azad University, Mashhad, Iran.
2
Assistant Professor in Sport Management, Faculty of Sports Sciences, Ferdowsi University of Mashhad, Mashhad, Iran.
3
Assistant Professor, Department of Physical Education, Ma.C, Islamic Azad University, Birjand, Iran.
4
Full Professor in Sport Management, Faculty of Sports Sciences, Ferdowsi University of Mashhad, Mashhad, Iran.
10.22054/qrsm.2025.86240.214
Abstract
The aim of the present study is to identify the influential and effective indicators of sports startup branding with an emphasis on artificial intelligence using the fuzzy de-metal technique. This study was an applied research in terms of its research objective, and it is a descriptive research in terms of its nature and a mixed research in terms of variables, which was conducted in two stages. First, the factors affecting the branding of sports startups with an emphasis on artificial intelligence were identified through interviews and the grounded theory of the Glaser approach, and in the second stage, the influential and effective factors were identified and these factors were prioritized. The statistical population consisted of sports science professors, marketing and branding experts, sports entrepreneurs, sports company owners, and artificial intelligence experts. The findings showed that there were a total of 52 open codes in the form of 9 concepts in the branding of sports startups through artificial intelligence. 5 components of technical and technological resources, scientific resources, acceleration and facilitation, information resources, and human resources were identified as influential indicators and 4 components of specific functions, differentiation, intelligent routing, and awareness were identified as influential indicators according to the fuzzy de-metal findings. In a general conclusion, it should be stated that sports startups need branding to succeed due to their existential nature, which requires rapid and exponential growth, and artificial intelligence will help with branding due to its many capabilities and functions, such as content, management, and analytical functions.
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