Formulating strategies affecting the optimal performance of sports media aiming at developing football

The purpose of the present study was to formulate strategies that affect the optimal performance of sports media with the aim of developing football. According to the exploratory nature of the subject, the qualitative research method was used. The data were collected using interviews and document reviews. After completing 12 in-depth and semi-structured interviews with the statistical population of the research, the main categories were extracted after completing the coding process. Purposive sampling and snowballing continued until theoretical saturation. The results of data analysis were obtained through three stages of open, axial and selective coding. The results of the open coding indicated that 43 signs could influence the strategies that affect the optimal performance of sports media with the aim of developing football. Then, in axial coding, the signs were classified into 3 concepts of need assessment, communication, and purposive mission orientation, and for effective consequences, 3 concepts of socialization, generalization, and development dynamics were classified. According to the results of the research, effective strategies can be achieved through presented strategies to develop the optimum performance of sports media with the aim of developing football.