Designing a sports venue productivity model based on urban branding in Iraq

This research addresses the challenges faced by Iraq's sports facilities due to political instability, security issues, and economic dependence on oil. It aims to explore solutions for optimizing sports venues to support urban branding. A qualitative approach was used, gathering data from 21 experts, including sports facility managers, officials, coaches, athletes, and citizens. Interviews were conducted, and the data analyzed using MaxQD E software. The findings highlight various factors influencing the effectiveness of sports facilities, such as branding, tourism development, cultural revival, technology, social responsibility, economic value, and service quality. The research concludes that improving sports venues can enhance social and economic development, ultimately contributing to urban branding in Iraq