Identifying and explaining the solutions for diversifying the services of football schools with the aim of improving the brand image

The present research was conducted with the purpose of familiarizing and explaining the strategies for diversifying the services of football schools with the purpose of promoting the brand view.The statistical population of this research consists of two parts:A. The statistical population of the qualitative section includes 17 experts (Professors of university management, sports management and physical education managers and coaches of the country's football leagues).B. The statistical population of the quantitative section includes all the clients of football schools in Mashhad, whose number was about 3000 people.According to the properties of the community, targeted sampling method for experts and non-probability and available for clients of Mashhad football schools, at this stage, 17 experts and 306 clients of Mashhad football schools were selected as a sample.To determine the sample size of clients, Jersey and Morgan sample size estimation table was used. According to Morgan table data, the required sample size in the statistical population of 3000 people is 306 samples.The approach of the present research is hybrid and was performed using thematic method. The results of previous research and work were identified (Through systematic review, 43 articles and dissertations and 63 open codes).After interviewing 17 pre-identified experts, 45 open codes were identified; the codes were repeated by at least one expert and by a maximum of 10 experts.Due to a repetition of some codes by experts and articles, finally after merging and deleting duplicates, 91 open codes and 8 pivotal codes were identified.