Codification of Effective Strategies and Consequences of Sport for All Sponsorship in Iran

The study is to codify the effective strategies and consequences of sport for all sponsorship in Iran. Regarding the exploratory nature of the subject, qualitative research method was used. Theoretical saturation was achieved after 21 deep and semi-structured interviews with experts and managers of sport for all and sponsorship fields. Categories were identified after completing the process of coding and data abstraction. Purposive and snowball sampling was done until theoretical saturation. The data analysis was done in three steps: open, axial and selective coding by using MAXQDA software.The open coding results indicated that 45 codes could affect the financial support of Iran's public sport. Then, in axial coding, the codes classified in 6 concepts contains development of attracting sponsors, infrastructure to attract sponsors, improving rules for sponsors, benefit from Expert Persons, interacting with the media and granting funds to sponsors. Two concepts classified for consequences contain the benefits of financial support for federation and benefits of financial support for sponsoring companies. According to the results, effective steps can be taken using the proposed strategies for the development of Sport for all.