The aim of the present study was to introduce a novel approach to strategic management by identifying factors affecting the performance of football clubs from the perspective of their stock market listings. The research method employed in this study followed a mixed-methods approach. Using an exploratory design, qualitative data were collected first, followed by quantitative data. In terms of methodology, this research adopted a combination (qualitative-quantitative) approach, utilizing an exploratory mixed-method design. The statistical population of this study included all experts and academic professionals, such as sport management professors specializing in marketing and financial management professors with expertise in stock exchange and securities, as well as managers and staff in the financial departments of football clubs participating in the Premier League. Sampling was conducted theoretically. The statistical sample of this research consisted of 32 experts. During the qualitative phase of the research, purposeful sampling and the snowball technique were used to conduct in-depth interviews. In total, interviews were conducted with 32 experts in these fields, achieving theoretical saturation after the 20th interview. To analyze the data, descriptive and inferential statistics, as well as the MICMAC and Scenario Wizard software, were utilized. The results of the analyses indicate that the stock market listing of football clubs Esteghlal and Persepolis could significantly influence their performance across various dimensions, including economic, social, managerial, and sporting aspects. Based on the matrix of factors and various scenarios, the growth and transformation paths of these clubs are meaningfully influenced by a range of factors, each of which can either strengthen or weaken the clubs' positions. Listing these clubs on the stock market, while presenting a unique opportunity, also introduces new challenges. Economically, uncertainties and fluctuations in the stock market may pose risks. However, effectively managing these fluctuations could attract investors and strengthen the clubs' financial resources.