Metaverse and Entrepreneurship Opportunities in Sports: A Qualitative Study

Document Type : Research Paper

Authors

Department of Sports Sciences, Faculty of Humanities, Tarbiat Modares University, Tehran, Iran

Abstract

Objective: The main objective of this study is to identify the innovative entrepreneurial opportunities that the metaverse can provide for the sports industry. In addition to discovering these opportunities, the research aims to strengthen and sustain long-term successes in this dynamic and evolving industry by offering practical and applicable solutions. Ultimately, this study will contribute to the development of new sports entrepreneurship methods and the creation of a foundation for sustainable growth in this field.

Method: This study was conducted using an explanatory approach with the aim of expanding existing knowledge and understanding of entrepreneurial opportunities in sports within the metaverse, utilizing a qualitative method. The thematic analysis approach developed by Braun and Clarke (2006) was applied to design the qualitative research. Data collection was carried out using purposive and criterion-based sampling. Participants were selected based on the established criteria. In this regard, semi-structured interviews were conducted with experts and specialists from various fields. The number of participants in the qualitative phase reached 16 after theoretical saturation was achieved.

Results: This study identifies several key categories that highlight the novel opportunities the metaverse offers for entrepreneurship in the sports industry. The categories are as follows: 1) Designing and Organizing Sports Competitions and Events: In the metaverse, it is possible to design, organize, and host sports events, including both domestic and international leagues. This environment allows for the creation of special events tailored for specific groups, such as children and people with disabilities. The metaverse makes it possible for global audiences to access sporting events, removing the spatial limitations of physical events. Additionally, sports that may not be feasible in the real world due to infrastructure and cost constraints can be designed within the metaverse. 2) Conducting Training and Educational Classes: One of the greatest advantages of educational and training classes in the metaverse is the global accessibility it provides, allowing individuals from anywhere in the world to benefit from expert coaches. Classes can be held in simulated and interactive environments, such as stadiums or natural spaces, where athletes can correct their mistakes without the risk of injury. Additionally, 24-hour access to classes, especially for those in different time zones, is another key benefit of the metaverse. 3) Creating New Platforms and Technologies: Metaverse technologies have brought significant transformations to the sports industry. These technologies enable the hosting of online events, advanced team management tools, virtual training, and virtual reality-based refereeing. Furthermore, platforms for purchasing equipment, the use of NFTs for commerce, and wearable technologies for enhancing athlete performance have been developed. 4) Creating New Sports Experiences and Interactions: The metaverse has significantly transformed the sports industry. It allows for 3D, interactive participation in sports events, enabling users to access sports experiences from anywhere in the world. Additionally, the metaverse provides an opportunity to host hybrid events (real and virtual) that eliminate physical boundaries. For families, this space offers a chance to participate in events using their personal avatars. 5) Business Development and Marketing: The metaverse has created new opportunities for sports businesses. Brands can sell digital products, such as virtual clothing and online tickets, and create virtual spaces for customer interaction. Additionally, digital advertising in virtual sports events and the use of NFTs to attract fans and increase loyalty help brands.6) Technology and Tool Development: The metaverse has brought changes to the organization of sports events and fan interaction with brands. The use of virtual and augmented reality technologies helps athletes train in simulated environments. Moreover, the collection and analysis of sports data using advanced tools such as artificial intelligence and wearable devices aids in improving athlete performance and optimizing strategies.

Conclusion:Overall, the findings of this study indicate that the metaverse should not merely be viewed as an emerging technology, but rather as a transformative paradigm within the sports ecosystem. From redefining the experience of sporting events to reshaping methods of education, marketing, technology, and social interaction, the metaverse provides a platform for transitioning from traditional structures to intelligent, data-driven, and participatory environments. Its multidimensional features including the elimination of geographical boundaries, interactive simulations, a digital asset-based economy, and the personalization of sports services have turned the metaverse into a dynamic and scalable ecosystem.

Keywords

Main Subjects

References

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Journal of Entrepreneurship Development
Volume 18, Issue 2
July 2025
Pages 149-182

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