Journal of Management and Business Solutions 3092-7226 4 Serial Number 19 2026 05 01 Providing a Model of Media-Facilitating Factors in the Marketing Activities of the Iraqi Wrestling Federation Providing a Model of Media-Facilitating Factors in the Marketing Activities of the Iraqi Wrestling Federation 1 12 10.61838/jmbs.151 EN Journal Article 2025 10 08 <p class="Abstract" style="line-height: 150%;"><span lang="EN-GB" style="font-size: 8.0pt; line-height: 150%;">This study was conducted with the aim of identifying and explaining the media-facilitating factors in the marketing activities of the Iraqi Wrestling Federation. The research adopted a qualitative approach and employed thematic analysis as its methodological framework. The research population consisted of experts in sports media, marketing, and managers affiliated with the Wrestling Federation. Participants were selected through purposive and snowball sampling, and ultimately 19 individuals were interviewed using semi-structured interviews until theoretical saturation was achieved. After full transcription, the interviews were analyzed using thematic analysis. To ensure the trustworthiness of the data, participant validation, concurrent coding by independent researchers, and data triangulation were employed. The findings revealed three overarching themes as the principal media-facilitating factors. First, sustainable media and advertising strategies, which include the targeted use of digital media, continuous advertising, and synergy between the federation and media institutions. Second, the development of the wrestling brand through media and personalized content, emphasizing storytelling, the promotion of champions, and the production of exclusive and user-friendly content. Third, the utilization of local media and emerging technologies, encompassing the exploitation of local media capacities, innovation in digital tools, and the integration of domestic and global media platforms. These results indicate that media should be regarded not merely as a communication instrument but as a core mechanism in sports marketing, playing a decisive role in enhancing the status of wrestling in Iraq. In addition to offering a conceptual model, the findings are applicable to federation managers, media planners, and sports marketing specialists, and can serve as a foundation for macro-level policy formulation and the design of innovative advertising strategies. </span></p> https://www.journalmbs.com/index.php/jmbs/article/download/151/122