Abstarct: Brand value-creation describes how an organization can create sustainable value for its stakeholders by branding. Sports clubs can benefit from the key advantages of brand value-creation as organizations with social, cultural, and economic operations. The analysis of system dynamics approach is chosen for the analysis of brand value-creation given the presence of various factors and the complex interactions and feedback in time. The conducted research is of mixed type. The participants in the qualitative phase include 13 managers and coaches of Super League volleyball clubs, officials of the volleyball federation and university faculty members (sports management) and In the quantitative phase, there were 15 people from sports management and marketing, managers and coaches of Super League volleyball clubs and federation officials who were selected in a targeted way. The data collection tool in the qualitative part was a semi-structured interview and in the quantitative part, a researcher-made questionnaire whose factors were extracted through the study of the qualitative part. Findings in the qualitative part were made using thematic analysis method, using written sources (printed and electronic) and interviews with experts. For this purpose, 43 articles were analyzed. The data pieces related to the research subject were analyzed in three stages, and the result was 114 basic themes, 24 organizing themes and 7 comprehensive themes. The overarching themes included the special value of the club brand, competitive environment, club brand communication, club reputation, club assets, branding and social responsibility. In the second part of the research, We tried to include various aspects such as brand equity, financial, physical, social, and human capital, competition space, laws, social responsibility, brand communications, club stakeholders including the federation, sponsors, shareholders, and fans and develop an integrated dynamic model for brand value-creation of volleyball clubs. Determination of system’s bounds, identification of variables and evaluation of variables’ behavior and their inter-relationships were done baxsed on the literature review and experts’ opinions. Finally, the developed dynamic model has been evaluated by considering a set of strategies. The results of ranking strategies are presented baxsed on simulations and using hybrid fuzzy TOPSIS and fuzzy hierarchical multi-criteria decision making analysis. The results indicate that among the eight proposed scenarios, the third scenario (with the tixtle of star plaxyers and financial aid) and the seventh scenario (with the tixtle of minimal attention to internal branding) have been assigned the first and second priority. According to the implemented scenarios, human resources components, especially star plaxyers and activity in online brand communities, have had the greatest impact on the value creation of the club brand.