摘要：Encouraging entrepreneurship is crucial to create jobs and improve competitiveness and economic growth.Furthermore, the potential of sport to create jobs and improve the health of people has been proven. Thepromotion of sport entrepreneurship requires different contexts including special cultural texture. Thepurpose of this study was to identify the appropriate sport entrepreneurship culture and to discover the mostimportant strategies to develop entrepreneurship in sport as a new area in Iran.20 sport entrepreneurshipexperts, top entrepreneurs and successful sport business owners were selected as the interviewees throughpurposeful sampling. Findings that were obtained using qualitative content analysis showed that sport has tobe considered as a necessity of modern life and also as a science in Iranian society. In addition, sportentrepreneurship should be recognized as a tool for reducing unemployment by officials and policymakers.Finally, 9 strategies were suggested to improve sport entrepreneurship culture in Iran. They are basicallyfocused on raising awareness of the importance of sport and sport entrepreneurship.
关键词：entrepreneurship; strategy; sport entrepreneurship; entrepreneurship culture
