Identifying and prioritizing the consequences of covid 19 on organizations supporting the sports industry with Delphi fuzzy method(Case study of brands supporting the clubs of the Iranian Football Premier League)

the main purpose of this study is to identify and prioritize the consequences of covid 19 on organizations supporting sports clubs in Iran. This study is based on a practical purpose and in terms of how to collect data in the field of descriptive survey studies. The analysis approach in this study was mixed and combined with qualitative and quantitative methods. Identification of the results was done through semi-structured interviews with sports management professors based on the principle of theoretical saturation. The validity and reliability of the 14 interviews were confirmed using the relative content validity indicators and Cape Cohen, respectively. Priority was given to identifying the consequences using data from questionnaires collected from senior managers of brands supporting the Iranian Football Premier League. In order to make it possible to conduct a small-scale study using a targeted non-probabilistic sampling method, 30 managers were selected as experts. The results of the coding of the interview data using Atlas ti software led to the identification of 12 main categories and 54 sub-categories. Priority was given to identifying the consequences using the triangular fuzzy method. The results showed that, respectively, poor financial performance, changes in cultural values, legal issues, changes in marketing strategies and issues related to manpower are the most important consequences of covid 19 on brands supporting Iranian Premier League football matches.