Presenting a Model of Factors Affecting the Attraction and Retention of Sponsors and Financial Managers

Subject Areas : Agriculture Marketing and Commercialization

Sara Ghasemi ¹ , Hassan Fahim Davin ² , Mohammad Reza Esmailzadeh Ghandehari ³ , Hossein Peymanizad ⁴

1 - Physical Education and Sports Management, Mashhad Branch, Islamic Azad University, Mashhad, Iran,
2 - Department of Physical Education and Sports Management, Mashhad Branch, Islamic Azad University, Mashhad, Iran
3 - Department of Physical Education and Sports Management, Mashhad Branch, Islamic Azad University, Mashhad, Iran,
4 - Department of Physical Education and Sports Management, Mashhad Branch, Islamic Azad University, Mashhad, Iran

Received: 2021-09-26 Accepted : 2022-02-26 Published : 2022-06-01

Keywords: Sports, clubs, Sponsors, Attraction and retention, Federations,

Abstract :

The present study was conducted with the aim of providing a model of factors affecting the attraction and retention of sponsors in the sports sector in Iran. The present study is applied in terms of aim, descriptive correlation in terms of nature, and survey in terms of method. The statistical population of the present study included officials of Iran’s sports federations, Premier League sports clubs, as well as club sponsors (300 people). Based on Morgan's table, the sample size was estimated at 169 people who were selected by a convenience random sampling method. To collect data, after reviewing the research literature and surveying experts, a researcher-made questionnaire consisting of 52 questions in 7 dimensions was developed in the form of a five-point Likert scale from strongly agree to strongly disagree, which its face and content validities were confirmed. Cronbach's alpha and Guttmann coefficients were obtained above 0.7, confirming the reliability of the research tool. Results revealed that the model of factors affecting the attraction and retention of sponsors in the sports sector of Iran has a favorable fit. In this model, the factors related to attracting sponsors include club factors, environmental factors, and league and event factors. Also, the factors related to retaining the sponsors of Iran’s sports sector included competitive advantage, corporate interests, financial interests, and administrative and legal factors

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