Analyzing the reasons for the heterogeneity and imbalance in incoming of sports federations in Iran

One of the most important indicators of real development and progress of countries is sports. Therefore, one of the sectors that sports can contribute to its development is the economic and marketing sector of any society. The purpose of the current research is presenting a model of the reasons for the heterogeneity and imbalance in incoming of sports federations, which was done using the systematic design of the grounded theory. The statistical population of the research included specialists and knowledgeable people from federations and boards and the General Directorate of Sports and Youth, professors knowledgeable in the field of sports marketing and economic advisors of sports federations, 10 of whom were selected for in-depth interviews as a purposeful sampling. The interviews continued until the theoretical saturation stage. To analyze the data, open, axial and selective coding was used. Causal conditions include (financial and commercial factors, competitive market economy, organizational structure and capabilities, financial engineering, managerial factors); Phenomenon conditions include (income-generating infrastructures and dependence on the government); Intervening conditions (legal and regulatory gaps, information and capital market limitations, and sports expenses); Strategies (diversification and increase of economic measures, renewal of organizational structures, spread of physical activity culture and improvement of financial affairs of sports) And the results include (media actions and income generation, balance of earning, entry of the private sector into sports, increase of financing channels and increase of productivity). Based on the obtained results, paying special attention to the formation of the fan base, using industrial and economic consultants, and increasing the economic knowledge of managers will help to solve this problem.