Football is Iran’s most popular sport. Its governing body is Football Federation Islamic Republic of Iran. The missing proposition in the official English name is the perfect metaphor for the incompetence it is typically associated with.

Despite this, Team Melli –the national team which the Federation is responsible for organizing– has achieved moderate success in recent years. This has largely been thanks to the leadership of coach Carlos Queiroz who has instilled a great team spirit since taking the helm in 2011.

But he is also perpetually frustrated by the federation’s lack of planning, and has threatened to resign several times. His main ask, which he often repeats on social media, is an appeal for unity within the Federation’s governing bodies.

Interestingly, Team Melli itself is an extremely powerful uniting force. For the Iranian fans, no matter their ideology or political leaning, the love of Team Melli is universal.

Unity as brand value

Focusing on unity as the brand value for IFF seemed like the most authentic approach. While for the Federation unity can only be described as an aspirational value, for the fans, it is truly realized. And therein lies the Federations’ gift. But first, a little bit of brand history.