Intercultural Strategies for Strengthening the International Brand of Iraqi Football

Articles in Press

Document Type : Research Article

Authors

1 Ph.D. Candidate in Sport Management, University of Isfahan

2 Associate Professor in Sport Management, University of Isfahan, Isfahan, Iran.

10.22059/jomc.2025.400039.1008859

Abstract

Objective: This study aimed to address the research gap in the field of intercultural sports branding. Its primary objective was to identify and analyze effective strategies for strengthening Iraq's international football brand, focusing on transforming ethnic diversity into a competitive advantage.

Method: The present research employed a mixed-methods (qualitative-quantitative) approach. In the qualitative phase, 53 studies from Scopus, WOS, and SportDiscus databases were analyzed using systematic meta-synthesis (CVR = 0.92-1.00, Cohen's Kappa = 0.82). The quantitative phase involved a survey of 213 managers and players from professional leagues using Structural Equation Modeling (SEM).

Findings: Eight key strategies were identified, the most important of which included: Multilingual Digital Marketing (R² = 0.812), Reviving Cultural Heritage (CVR = 1.00), and Collaboration with the Diaspora (Factor Loading = 0.863). Sports diplomacy led to a 35% reduction in negative stereotypes. The main challenges included budget shortage (78%) and structural resistance (65%).

Conclusion: The current study provides a framework that, by integrating digital technology, diaspora capital, and institutional innovation, can serve as a model for multicultural countries. Recommendations include strengthening inclusive governance, developing fan applications, and producing multilingual content. Future research could focus on examining long-term effects and conducting comparative studies.

Keywords

Main Subjects

Organizational Culture Management

Articles in Press, Accepted Manuscript
Available Online from 12 October 2025

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