Introduction: One of the capacities that could well explain its position in diplomatic, it is sport. As today's sports diplomatic rhetoric has faded borders and more ways to dialogue open, so that different people come together. Therefore governments turned to new public diplomacy.
Methodology: For this purpose mixed method was used. The study population included faculty members and top managers in the field of sports and diplomacy and sociology. In qualitative section with 18 interviews study was theoretical saturation and the Grounded Theory encoded using open, axial and selective findings were presented. In quantitative section 18 questionnaires completed by experts and using TOPSIS analysis findings were presented.
Results: Analysis of in-depth interviews that result 10 strategies and consequences in three categories. TOPSIS analysis results showed Increasing sport national brand (Ci 0.80), getting seats in sport international organization (Ci 0.79) and hosting international events (Ci 0.75), are the most important strategies and empower national identity (Ci 0.89), cohesion and social integration (Ci 0.80), reducing social pathologies (Ci 0.75), and positively shape public opinion, (Ci 0.71) As the most important consequences of the development of sports diplomacy in Iran.
Discussion: National identity is the highest level of identity for every human. In this context Hill (1996) states that the sport has potential value for identity is something that many political and social leaders have been keenly aware to achieve goals have benefited from it. According to the findings of the study it can be concluded that sport is effective mechanism for bringing subcultures in Iran. A phenomenon that will follow ideology Development of foreign policy and institutional development sport.