نوع مقاله : پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی، دانشگاه محقق اردبیلی، اردبیل، ایران
2 دانشیار، گروه مدیریت ورزشی، دانشگاه محقق اردبیلی، اردبیل، ایران.
چکیده
هدف: باتوجه به محدودیت‌های باشگاه‌های فوتبال و کمبود منابع درآمدی به دلیل ناکافی‌بودن درآمد حاصل از حق پخش تلویزیونی، تبلیغات محیطی و بلیط فروشی؛ لازم است تا حمایت مالی حامیان تجاری نظیر: شرکت های خصوصی از باشگاه‌های فوتبال افزایش پیدا کند. متاسفانه وجود برخی مسائل سبب شده تا انگیزه شرکت‌های خصوصی به سرمایه‌گذاری در فوتبال کاهش پیدا کند؛ که پژوهش حاضر با هدف شناسایی عوامل موثر بر افزایش انگیزه شرکت‌های خصوصی در حمایت مالی از باشگاه‌های فوتبال لیگ‌برتر ایران انجام شد.
روش: پژوهش حاضر به‌روش کیفی و براساس رویکرد پدیدارشناسی انجام شد. اساسا رویکرد پدیدار شناسی با آشکارساختن ماهیت معنی نهفته در تجربیات ارتباط دارد. هدف پژوهشگر، درک معنی تجربه به‌همان صورتی که فرد تجربه کرده است، می‌باشد. مشارکت‌کننده در مصاحبه‌های نیمه ساختار یافته ۱۵ نفر بودند و شامل اعضای هیئت علمی دانشگاه در گروه مدیریت ورزشی، مدیران ارشد فدراسیون فوتبال، مدیران باشگاه‌های فوتبال، مدیران ارشد شرکت‌های خصوصی و مربیان ورزشی بودند. برای اعتبار سنجی و روایی نتایج از ملاک‌های اعتبار و قابلیت اعتماد استفاده شد.
یافته‌ها: عوامل موثر بر افزایش انگیزه شرکت‌های خصوصی در حمایت مالی از باشگاه‌های فوتبال لیگ‌برتر ایران شامل 52 مضمون فرعی در قالب 8 مضمون اصلی بودند که به ترتیب پایبندی به هنجارهای رفتاری، توسعه مالی، حمایت دولت، توسعه داوری، توسعه رسانهای، توسعه مدیریتی، توسعه برند باشگاه، رشد و توسعه شرکت‌های حامی، هستند.
اصالت و ابتکار مقاله: عوامل موثر بر افزایش انگیزه شرکت‌های خصوصی در حمایت مالی از باشگاه‌های فوتبال، مورد بررسی قرار گرفت و مفاهیم جدیدی به دست امد.
کلیدواژه‌ها
موضوعات
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