Analysis of the Challenges and Opportunities for the Development of Metaverse Marketing in Iranian Sport

Document Type : Original Article

Authors

1 Department of Movement Behavior and Sport Management, Faculty of Sport Sciences, University of Isfahan, Isfahan, Iran

2 Associate professor of Sport management, Department of Sport management and motor behavior, Faculty of Sport Sciences, university of Isfahan, Isfahan, Iran

Abstract

Rapid developments in digital technologies, particularly the emergence of the metaverse, have created a new horizon for the sport industry and sport marketing. The present study aimed to analyze the challenges and opportunities for the development of metaverse marketing in Iranian sport. In terms of purpose, the research is applied, and in terms of design, it follows a sequential exploratory approach using a mixed-method (qualitative–quantitative) design. In the qualitative phase, thematic analysis was employed. Data were collected through semi-structured interviews with 14 experts, including managers of professional sport clubs, sport marketing specialists, sport management scholars, experts in digital sport media and platforms, and technology specialists and developers of metaverse platforms. Purposeful sampling was used and continued until theoretical saturation was achieved. Findings from the qualitative phase indicated that metaverse marketing in Iran faces economic, infrastructural–technological, legal, organizational, and fan-related challenges. At the same time, it offers opportunities in the areas of economic development, market and brand development, and technological advancement. In the quantitative phase, two rounds of the Fuzzy Delphi technique were conducted to validate and prioritize the extracted concepts. The results revealed that high costs and limited access to physical equipment, weak and unstable communication infrastructure, and insufficient innovation funding were the most critical challenges. Moreover, generating new revenue streams and achieving competitive advantage were identified as the most significant opportunities in this field.

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History

  • Receive Date: 19 February 2026
  • Revise Date: 06 May 2026
  • Accept Date: 16 June 2026

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