Prioritizing Sports Sponsorship Plans in Iranian Businesses Using the Best-Worst Method (BWM)

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Khanlari Amir; Motahari Asl Elnaz

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Journal Paper

Paper Information

Journal: Innovative Business Development Strategies Year:2025 | Volume:1 | Issue:3 Page(s): 106-130

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Information Journal Paper

Title

Prioritizing Sports Sponsorship Plans in Iranian Businesses Using the Best-Worst Method (BWM)

Author(s)

Khanlari Amir | Motahari Asl Elnaz | Issue Writer Certificate

Keywords

sport industry

sport sponsorship

Multi-criteria decision making

Best-Worst Method (BWM)

Abstract

Objective: The purpose of this research is to determine the factors affecting the decision-making process of sports sponsorship, evaluate the importance and prioritization of these factors, and ultimately provide an effective selection framework among different financial support options in the field of sports by sponsoring companies.Method: This research is applied in terms of purpose and is survey research in terms of data collection method. In this regard, in order to understand this process more fully, first, by reviewing the background of the research, the indicators that are effective in choosing sports sponsorship by financial sponsors are extracted, and then the most important ones are confirmed and selected based on the expert opinion of experts in this field.Results: Questionnaires prepared in two stages were provided to the statistical community of this study, consisting of marketing representatives of companies that have a history of financial sponsorship in the field of functional sports. After the criteria were validated by the respondents, the final criteria were weighted and ranked using the best-worst method of modern multi-criteria decision-making techniques.Conclusions: The factors that are effective in this field are classified into ten groups: budget considerations, environmental factors, public relations, advertising opportunities, event management, target market, internal factors, relevance, type and status of sponsorship.

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