Document Type : Original Article
Authors
1 Associate Professor, Sport Management, Faculty of Humanities and Social Sciences, University of Kordistan, Sanandaj, Iran.
2 PhD Student, Sport Management, Faculty of Humanities and Social Sciences, University of Kordistan, Sanandaj, Iran.
Abstract
Purpose: The purpose of the research was to identify and prioritize the structural challenges of attracting and maintaining sponsors in professional sports in Iran.
methodology: The research method was qualitative and quantitative in the form of thematic analysis, and the statistical population included sport experts (presidents, vice-presidents, secretaries and marketing managers of federations and managers and deputy ministers). The sampling method was purposeful and in-depth interviews were conducted with 24 participants until theoretical saturation. In order to analyze the data, coding technique and NVIVO software were used. After identifying the challenges, with the aim of ranking them, an AHP questionnaire was designed and provided to 16 experts in the sports and marketing industry.
Findings: The findings showed that structural challenges to attract sponsors in professional sports in 6 themes (Marketing literacy of managers and human resources, Strategic thinking, Inefficiency of the financial system and the law, The need to develop and quickly deal with changes, University position and university research, Politics and the role of the government) and structural challenges to maintain sponsors in professional sports identified in 7 themes (Lack of attention to marketing in the structure, Branding and performance of famous teams and players, Public relations and infrastructure, Appointments and strategic thinking, Inefficiency of the financial system and the law, Monitoring and evaluation system, Politics and the role of the government). The results can help managers to understand inappropriate actions and weaknesses in the field of how to attract and retain financial sponsors in professional sports and put effective solutions and strategies to minimize the number and amount of these challenges.
Originality: For the first time, this study specifically identifies the structural challenges of attracting and maintaining financial sponsors in professional sports in Iran; It also examines and determines the importance of each of the identified structural challenges.
Main Subjects
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