One of the manifestations of the new consumer culture in recent years is the tendency of society towards the brand phenomenon. The purpose of the present research was exploratory-applied research; the research method and methodology was qualitative-quantitative; the paradigm governing the research was interpretive; and the qualitative data analysis method was Glaser's unstructured method and the quantitative data was structural equation modeling. The statistical population in the qualitative section includes managers and experts, and in the quantitative section includes middle and staff managers of the Ministry of Sports and Youth and the National Olympic Committee, heads, secretaries, and vice-presidents of sports federations. For data analysis and structural equation modeling, SPS version 23 and PLS version 2 software were used. The research results identified the final model in 6 main factors, namely depoliticization of sports, religious values, international interactions, sports culture building, creating a platform for sports technology excellence, and government support. The goodness-of-fit index for the research model was calculated to be 0.73. Using sports elites with different political leanings, not discriminating on race or ethnicity, using rich civilization, strengthening public opinion on sports in the world, strengthening sports diplomacy with the world, strengthening sports tourism in Iran, developing international sports interactions, reviewing cumbersome laws for the development of sports, assessing sports needs and benefits, supporting the national sports brand, and making changes in the country's sports education system in the direction of elitism are suggested.