SPONSORSHIP FOR IRAN FOOTBALL PRO-LEAGUE FROM THE VIEWPOINTS OF SPONSOR COMPANIES

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EHSANI MOHAMMAD; FALLAHI AHMAD; KUZEHCHIAN HASHEM; KHABIRI MOHAMMAD

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Journal: Sport Physiology and Management Investigations Year:2017 | Volume:8 | Issue:4 Page(s): 9-22

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Information Journal Paper

Title

SPONSORSHIP FOR IRAN FOOTBALL PRO-LEAGUE FROM THE VIEWPOINTS OF SPONSOR COMPANIES

Author(s)

EHSANI MOHAMMAD | FALLAHI AHMAD | KUZEHCHIAN HASHEM | KHABIRI MOHAMMAD | Issue Writer Certificate

Keywords

SPONSORSHIPQ1

PRO-LEAGUEQ1

SPONSORQ1

AUDIENCEQ1

COMMUNICATION TOOLS OF SPONSORSHIPQ1

Abstract

This study aimed at identifying and prioritizing the most important criteria to select clubs for SPONSORSHIP, SPONSORSHIP communication tools and AUDIENCE of SPONSORs. The sequential exploratory mixed method (qualitative and then quantitative) was used. 16 marketing managers of SPONSORs present in PRO-LEAGUE clubs were interviewed. The analytic hierarchy process (AHP) was used to prioritize the factors. Interview analyses showed 7 important criteria to select clubs for SPONSORSHIP. SPONSORSHIP communication tools and SPONSORSHIP target AUDIENCEs were in 7 categories. AHP results showed that “media coverage” (0.260) and “managers’ personal relationship” (0.216) were the most important criteria to select clubs for SPONSORSHIP. “Using media coverage advantages” (0.243) and “exposure to attendees” (0.207) were the most important communication tools of SPONSORSHIP. “General public” (0.217) and “product market (existing customers and potential customers)” (0.202) were the most important target AUDIENCE of SPONSORs.

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References

موانع موجود در توسعه جذب درآمد حاصل از حمایت مالی در صنعت فوتبال جمهوری اسلامی ایران

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APA: Copy

EHSANI, MOHAMMAD, FALLAHI, AHMAD, KUZEHCHIAN, HASHEM, & KHABIRI, MOHAMMAD. (2017). SPONSORSHIP FOR IRAN FOOTBALL PRO-LEAGUE FROM THE VIEWPOINTS OF SPONSOR COMPANIES. SPORT PHYSIOLOGY & MANAGEMENT INVESTIGATIONS, 8(4), 9-22. SID. https://sid.ir/paper/222318/en

Vancouver: Copy

EHSANI MOHAMMAD, FALLAHI AHMAD, KUZEHCHIAN HASHEM, KHABIRI MOHAMMAD. SPONSORSHIP FOR IRAN FOOTBALL PRO-LEAGUE FROM THE VIEWPOINTS OF SPONSOR COMPANIES. SPORT PHYSIOLOGY & MANAGEMENT INVESTIGATIONS[Internet]. 2017;8(4):9-22. Available from: https://sid.ir/paper/222318/en

IEEE: Copy

MOHAMMAD EHSANI, AHMAD FALLAHI, HASHEM KUZEHCHIAN, and MOHAMMAD KHABIRI, “SPONSORSHIP FOR IRAN FOOTBALL PRO-LEAGUE FROM THE VIEWPOINTS OF SPONSOR COMPANIES,” SPORT PHYSIOLOGY & MANAGEMENT INVESTIGATIONS, vol. 8, no. 4, pp. 9–22, 2017, [Online]. Available: https://sid.ir/paper/222318/en

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