The purpose of this research was to present a model of co-creation of the brand value of professional football clubs of Islamic republic of Iran. The current research was applied in terms of purpose and qualitative in terms of method. The statistical population of the research included professors of sports management and marketing who are aware of the field of research, soccer and professional soccer experts, managers and vice presidents of professional sports clubs, and coaches working in professional soccer, who were selected by theoretical sampling (23 people). Data collection was done through semi-structured in-depth interviews. Data collection was done through semi-structured in-depth interviews. Data analysis was done using grounded theory methods (glazer method). Validity and reliability were confirmed through reliability method. The findings of the research showed that 385 initial codes were obtained in the open coding stage; In the selective coding stage, it was divided into 93 more abstract concepts and 18 main categories, divided into 2 general categories: "Factors affecting the co-creation of the brand value of professional football clubs" and "Consequences of the co-creation of the brand value of professional football clubs". and in the theoretical coding stage, the final research model was drawn. According to the findings, managers and officials should make appropriate plans and actions regarding the co-creation of the brand value of professional football clubs, so that they can enjoy its many consequences in different club departments.