摘要：The purpose purpose of this study was to design a conceptual model of the Iranian sports industry. The methodology of research was of qualitative type and Grounded Theory (GT). The data collection tools were interviews and review of the research literature. Sampling method was theoretical sampling method and theoretical saturation was obtained after review more than 300 texts of articles, books, news agencies, websites, newspapers and magazines and conduct 16 interviews with sports marketing management specialists and senior sports officials. The data analysis methods were questions and continuous comparison during open, axial and selective coding steps. Eventually, a two-part model of the Iran's sports industry was designed after performing the research processes. In this model, the creation of sporting activities as the main categories and the main section and the eight other major categories were identified and determined as categories of support section which included (1) sovereignty institutions, (2) consultants, (3) educational centers, (4) income supporters, (5) culture makers, (6) sports facilities and places, (7) sports goods and facilities, and (8) media. Consultants are emerging phenomena that are in line with the knowledge-based economy, and the importance and volume of their activities are increasing day by day. Culture makers are another considerable category that so far, less attention has been paid to them and their responsibility in promoting the sport culture in the country.
