Introduction: School sports, as one of the main pillars of physical education and the future generation's health, hold significant importance. However, it has consistently faced various financial and economic challenges. Resource scarcity, budget instability, government dependence, and legal obstacles are among the most critical challenges. Therefore, developing and implementing a native, efficient, and sustainable model for revenue generation in this area is essential. This research aims to design a revenue generation model for school sports.
Methodology: This research was conducted using a qualitative approach, employing semi-structured interviews with 15 experts. Participants included managers and officials of school sports at national and provincial levels, organizers of school sports competitions, active coaches in this field, professors and experts in sports management and physical education, and financial supporters and sponsors in sports. Sampling was done using purposive sampling and the snowball sampling method. The data collected from interviews was analyzed using the qualitative content analysis method and MAXQDA 2020 software. Lincoln and Guba's (1985) criteria, including credibility, transferability, dependability, and confirmability, were used to ensure the validity of the results. In this research, the test-retest reliability method was used to calculate reliability. The results showed a reliability of 89% between the two coders, indicating good reliability.
Results: The findings of the research indicated that important factors in revenue generation in school sports include marketing and advertising (10 indices), event planning and management (10 indices), financial resource management (10 indices), collaboration and communication development (10 indices), and the use of new technologies (10 indices).
Conclusion: School sports require sustainable financial resources for development and progress. Therefore, the use of innovative marketing and advertising techniques such as content advertising on social networks and data analysis tools can be effective in better identifying audiences and attracting effective financial supporters. Additionally, holding continuous, high-quality sports events and programs with private sector participation has great potential for revenue generation.