Enhancing the global image of a nation brand through sports events: a case study of Iran

The study employed a qualitative approach, utilizing Glaser’s Grounded Theory (GT) methodology to develop a conceptual model explaining how sporting events enhance Iran’s nation brand. This application extends GT literature by generating a context-specific, data-driven theory in a developing country with complex geopolitical dynamics. A sample of 24 individuals was selected using theoretical and snowball sampling. Participants included high-ranking officials from Iran’s Ministry of Sports and Youth, National Olympic Committee members, representatives from national sports federations/clubs, research scholars, and sports delegation supervisors. Data was collected via semi-structured interviews. Data analysis unfolded in two stages: Substantive Coding and Theoretical Coding. Open coding yielded 396 initial codes, identifying 52 sub-categories and 10 principal categories during selective coding. These categories were broadly classified as: ‘Factors Influencing the Enhancement of Iran’s National Brand’s Global Image through Sporting Events’ and ‘Implications Arising from the Advancement of Iran’s National Brand on the International Sporting Stage’.