Developing a Paradigm Model for Sports Marketing in Iranian Schools

Arianpour, Soroush; Bagheri, Hadi; Saadat Mirghadim, Seyed Karim; Hoseiny, Seyed Ehsan

doi:10.22051/sbj.2024.47027.1155

Document Type : Research Paper

Authors

¹ PhD Student in Sports Management, Department of Physical Education and Sports Sciences, Faculty of Physical Education and Sports Sciences, Shahrood University of Technology, Shahrood, Iran.

² Assistant Professor of Sports Management, Department of Physical Education and Sports Sciences, Faculty of Physical Education, Shahrood University of Technology, Shahrood, Iran.

10.22051/sbj.2024.47027.1155

Abstract

Purpose: The current research aims to develop a model for sports marketing in Iranian schools using a foundational data approach.
Methodology: Due to the exploratory nature of this research, a grounded theory method using a systematic approach was employed. Data were collected through semi-structured interviews, and the findings were assessed using conventional techniques to ensure their reliability. The participants in the study consisted of 13 experts who were purposively selected, including professors of sports management, members of the student sports federation, former heads of the General Department of Education, and sports teachers.
Findings: The data analysis identified 94 concepts across 19 school sports marketing model categories. Three categories reflect contextual conditions: sports governance, institutional communication, and innovation. Causal conditions include economic stability, media management, and a knowledge-based economy. Intervening conditions involve cultural development and a resistance economy in schools. Six strategy categories were identified: event branding, stakeholder management, private sector collaboration, human resource training, agile marketing plans, and legal revisions. Finally, the five outcomes of the economic discourse model include promoting economic thinking in sports, developing educational sports, organizing equipment, monitoring performance, and enhancing talent management.
Originality: The current research can use school sports to achieve marketing goals by designing a paradigmatic model for the development of sports marketing in Iranian schools.

Keywords

Main Subjects

Business and marketing in sport

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Sports Business Journal

Developing a Paradigm Model for Sports Marketing in Iranian Schools

References

References

Volume 4, Issue 4 - Serial Number 12
December 2024
Pages 45-65

Developing a Paradigm Model for Sports Marketing in Iranian Schools

References

References

Volume 4, Issue 4 - Serial Number 12December 2024Pages 45-65

Volume 4, Issue 4 - Serial Number 12
December 2024
Pages 45-65