دانشگاه اصفهان مطالعات وقف و امور خیریه 3115-7475 4 1 2026 03 21 Digital Ecosystem Model for Developing Sports Philanthropic Partnerships مدل زیست‌بوم دیجیتال توسعه مشارکت خیّرین ورزشی 1 20 30229 10.22108/ecs.2026.147301.1160 FA آذر محققیان دانشجوی دکتری گروه مدیریت ورزشی و رفتار حرکتی، دانشکدۀ علوم ورزشی، دانشگاه اصفهان، اصفهان، ایران محمد سلطان حسینی دانشیار، گروه مدیریت ورزشی و رفتار حرکتی، دانشکدۀ علوم ورزشی، دانشگاه اصفهان، اصفهان، ایران Journal Article 2025 11 07 Introduction Philanthropy and charitable giving, as core components of Iran’s religious and national culture, have long played a fundamental role in fostering social dynamism, strengthening social capital, and developing public infrastructure. Donor participation, particularly in the field of sport, is recognized not only as a complementary mechanism to governmental resource provision but also as an independent form of civic engagement contributing to sport justice, public health promotion, and sustainable development (Amiri-Paryan et al., 2022). Beyond their tangible outcomes, such philanthropic contributions enhance social trust, collective solidarity, and institutional cohesion within society (Heydari-Fard & Sharifian, 2017). In recent decades, the rapid expansion of digital technologies has fundamentally transformed traditional patterns of philanthropy and social participation. Digital platforms, by reducing temporal and geographical constraints, have enabled large-scale resource mobilization, enhanced transparency, and facilitated active interaction among stakeholders, thereby giving rise to new forms of charitable engagement (Buser et al., 2022). Despite the growing body of research on sport philanthropy in Iran and the expanding literature on digital ecosystems within the sport industry, a systematic review of prior studies reveals that no research has specifically focused on designing a digital ecosystem model for developing donor participation in sport. Existing studies have predominantly examined traditional forms of sport philanthropy or have addressed digital technologies in isolation. Consequently, there remains a clear need for an integrated and context-specific framework capable of explaining the structured interaction among donors, sport organizations, and digital technologies. In response to this gap, the present study aims to design a digital ecosystem model for the development of sport donor participation. Methodology The present study is applied in terms of purpose and is qualitative in nature, employing thematic analysis as its primary research approach. The research population consisted of experts in the fields of sport management and philanthropy. Using purposive sampling with a maximum variation criterion, fourteen participants were selected to ensure diversity of perspectives. Data were collected through semi-structured interviews designed around the perceptual, structural, and strategic dimensions of the digital ecosystem for sport donor participation. Following transcription, the data were systematically analyzed using MAXQDA software in accordance with the six-phase thematic analysis framework proposed by Braun and Clarke (2019). To enhance the trustworthiness of the findings, the criteria of credibility, transferability, dependability, and confirmability outlined by Guba and Lincoln (1994) were applied. In addition, intercoder agreement based on the approach suggested by Stemler (2001) was employed to ensure the reliability of the coding process. Findings The findings of the present study were derived from a qualitative analysis of fourteen semi-structured interviews conducted with experts in sport management and philanthropy, including eight sport managers and six philanthropic practitioners. Thematic analysis resulted in the identification of twenty-four open codes with a total frequency of 245 occurrences, which were organized into six sub-themes and one overarching theme entitled the digital ecosystem for sport donor engagement. The highest frequency was associated with the facilitative role of the Ministry of Sport and sport-related institutions, while the lowest frequency was related to alignment with religious and national values. The theme of policy-making and institutional support highlighted the pivotal role of governmental bodies in facilitating donor participation through tax incentives, the establishment of legal frameworks for digital philanthropic platforms, and tripartite collaboration among public authorities, donors, and the technology sector. The theme of technological infrastructure emphasized the necessity of secure, transparent, and user-centered digital platforms, along with the application of technologies such as artificial intelligence to match donors with appropriate sport projects. In addition, philanthropic marketing and storytelling underscored the importance of showcasing tangible impacts, charitable branding, and the strategic use of social media. Furthermore, the theme of digital transparency and trust-building stressed online reporting, organizational accreditation, and digital monitoring mechanisms. The themes of motivational drivers and digital philanthropy culture pointed to the importance of strengthening both intrinsic and extrinsic motivations, promoting public education, cultural institutionalization, and networking among sport donors. Overall, the final model conceptualizes the digital ecosystem for sport philanthropy as a dynamic, multi-layered structure in which governance, technology, and culture interact to enable sustainable donor participation. Discussion and Conclusion The purpose of this study was to design a digital ecosystem model for the development of sports donor participation in Iran. The findings indicate that this ecosystem comprises six organizing themes structured across three interconnected layers: governance and institutional support, operational–technological mechanisms, and motivational–cultural dimensions. At the governance level, supportive policies, tax facilitation, and transparent legal frameworks were identified as fundamental prerequisites for fostering tripartite collaboration among sport organizations, donors, and the technology sector. The operational–technological layer emphasizes the central role of secure, transparent, and data-driven digital platforms in enhancing trust, efficiency, and scalability of philanthropic engagement. Moreover, the integration of advanced technologies, such as artificial intelligence, enables intelligent matching between donors’ interests and the sport project's needs. At the motivational–cultural level, strengthening intrinsic and extrinsic motivations, fostering a sense of belonging, and aligning sport philanthropy with religious and national values were found to be critical for sustaining long-term participation. Overall, the results suggest that transitioning from traditional philanthropy toward an integrated digital ecosystem in Iranian sport requires simultaneous attention to governance, technology, and culture. The proposed model offers a practical framework for policymakers, sport institutions, and philanthropic organizations seeking to promote innovative and sustainable donor engagement. هدف این پژوهش طراحی مدل زیستبوم دیجیتال توسعۀ مشارکت خیّرین ورزشی در ایران بود. پژوهش حاضر از نوع کاربردی است و با راهبرد کیفی و به روش تحلیل مضمون انجام شده است. جامعۀ آماری این پژوهش شامل خبرگان و صاحب‌نظران در حوزه‌های مدیریت ورزشی و خیریه بود. داده‌ها از طریق مصاحبۀ نیمه‌ساختاریافته با ۱۴ نفر از افراد جامعه به روش نمونه‌گیری هدفمند گردآوری شد. فرایند نمونه‌گیری و جمع‌آوری داده‌ها تا رسیدن به نقطۀ اشباع نظری ادامه یافت. یافته‌های پژوهش نشان داد مدل زیستبوم دیجیتال خیّرین ورزشی از شش مضمون سازمان‌دهندۀ اصلی تشکیل شده است: سیاست‌گذاری و حمایت‌ها، ایجاد زیرساخت‌های فناورانه، بازاریابی و روایت‌سازی خیرخواهانه، شفافیت و اعتمادسازی دیجیتال، توسعۀ انگیزه‌ها و پیشران‌های خیّرین و ایجاد فرهنگ خیرورزی دیجیتال. این مضامین در سه لایۀ به‌هم‌پیوستۀ حکمرانی و حمایت نهادی، عملیاتیفناورانه و انگیزشیفرهنگی سازمان یافته‌اند که در تعامل پویا با یکدیگر، چارچوبی یکپارچه برای توسعۀ مشارکت خیّرین ورزشی ایجاد می‌کنند. مدل ارائه‌شده در این پژوهش می‌تواند به عنوان نقشۀ راهی برای سیاست‌گذاران، مدیران ورزشی و توسعه‌دهندگان پلتفرم‌های دیجیتال در راستای ایجاد، استقرار و تقویت زیست‌بوم دیجیتال خیّرین ورزشی استفاده شود.

https://ecs.ui.ac.ir/article_30229_92bf9b75c82494c22a605b7d33d1fdc7.pdf