Identifying the Consequences of Using Partner Relationship Management in the Islamic Republic of Iran Football Federation

Managing partner relations in the football federation includes establishing and maintaining a positive relationship with stakeholders. Also, the football federation should have a more effective relationship with its leading partners to develop the organizational brand, increase trust and cooperation with stakeholders, reduce conflicts, and finally develop football. In this regard, the present study aimed to express the consequences of using partner relationship management in the football federation.

The current research is practical in terms of its purpose and was conducted using a qualitative method using a descriptive phenomenological approach. The participants in the study included 23 experts related to the subject. The sampling method was purposeful and snowball. The data collection tool was a semi-structured interview, and the coding steps were done in MaxQda version 20 software. Validity, transferability, trustworthiness and verifiability criteria were used to determine validity and reliability.

 The consequences of using partner relationship management in the football federation, including 87 sub-themes in the form of 8 main themes of monitoring and evaluation development, communication development, financial development, development of goods and services, development of common goals, development of stakeholder information, development of organizational performance and brand development is the beneficiary.

By establishing effective relationships with the main partners, the football federation can help develop the brand and increase trust and cooperation with the stakeholders, and as a result, the football federation can progress at the international level.