The aim of this study was to investigate those factors influencing sponsorship of sport for all in Iran. This study was exploratory with a qualitative nature. Data were collected by a review of literature and in-depth and semi-structured interviews with 21 experts, faculty members and executives of sport for all who were selected by purposive sampling method using snowball technique and it continued until the theoretical saturation. Based on thematic analysis, data were coded and analyzed. In a thematic analysis, the data from the interviews with the experts were coded. Then, in two stages, the initial concepts were developed. In the first stage, 64 concepts were extracted from interviews with the experts. These concepts were coded in the second stage for more coherence and better analysis and interpretation in the form of 12 more abstract concepts: financial support infrastructure, economic factors, management factors, sponsorship culture, government factors, human resources, competitive advantage, social factors, legal factors, media factors, political factors and organizational factors. Next, 12 concepts generated in the secondary coding process were categorized into 9 major categories or themes. These major categories (themes) were at a higher level than the concepts of the preceding stage in terms of being abstract. According to these results, managers of sport for all can use symbols, concepts and categories identified in their future plans for better financial support of sport for all.