بررسی موانع جذب حامیان مالی در صنعت ورزش استان آذربایجان شرقی
محورهای موضوعی : مدیریت بازرگانی
میرحسن سیدعامری
1
(استادیار مدیریت و برنامه ریزی ورزشی دانشگاه ارومیه)
مهرداد محرم زاده
2
(استادیار مدیریت و برنامه ریزی ورزشی دانشگاه ارومیه)
مهدی بشیری
3
(کارشناس ارشد مدیریت ورزشی دانشگاه ارومیه/مربی حق التدریس دانشگاه آزاد اسلامی واحد تبریز)
حمداله هادی
4
(کارشناس ارشد مدیریت ورزشی دانشگاه ارومیه- مربی حق التدریس دانشگاه آزاد اسلامی واحد تبریز)
کلید واژه: صنعت ورزش, موانع جذب, حمایت مالی ورزشی,
چکیده مقاله :
سرمایه گذاری حامیان در صنعت ورزش به عنوان عنصر آمیخته‌ی بازاریابی ورزشی، از منابع اصلی و رایج در این صنعت به شمار می رود. با این حال، موانعی در راستای جذب حامیان مالی در صنعت ورزش وجود دارد. در این راستا، مطالعه‌ی حاضر به بررسی و شناخت موانع جذب حامیان مالی در صنعت ورزش استان آذربایجان شرقی پرداخته است. ابزار اندازه‌گیری، پرسشنامه‌ی محقق ساخته‌ای (813/0=α) است که روایی آن نیز به تأیید گروهی از متخصصان رسیده است. جامعه‌ی آماری تحقیق حاضر را کلیه‌ی مدیران کارخانجات و شرکت‌های خصوصی، رؤسای هیأت‌ها و مدیران باشگاه‌های ورزشی استان آذربایجان شرقی تشکیل می‌دهند. داده‌ها با استفاده از روش آماری توصیفی و استنباطی(آمار ناپارامتریک یو من ویتنی) در سطح معنی‌داری 05/0P< تجزیه و تحلیل شدند. نتایج نشان داد که در عامل‌های عدم بهره گیری از مزایای معافیت‌های مالیاتی ناشی از تبلیغات ورزشی؛ نبود اماکن و امکانات مناسب تبلیغاتی در محل رویدادهای ورزشی؛ عدم وجود استانداردهای مالی و کاری؛ انتقال ضعیف پیام تجاری شرکت؛ وقت گیر بودن؛ عدم اطمینان حامیان در سرمایه گذاری در صنعت ورزش به دلیل مشخص نبودن آینده‌ی سرمایه‌گذاری و عدم بهره‌گیری از مدیران متخصص ورزشی، بین دیدگاه‌های مدیران شرکت‌های خصوصی و مدیران ورزشی در رابطه با موانع حمایت مالی ورزشی تفاوت معنی‌داری وجود دارد(05/0P<). اما در رابطه با دیگر عوامل تفاوت معنی داری بین گروه ها مشاهده نشد(05/0P>). در نهایت مدیران و مسئولین ورزشی بایستی با بهره گیری از متخصصان بازاریابی ورزشی، ایجاد شرایط مناسب جهت ارتباط بهتر دولت با شرکت ها، پوشش رسانه ای، تبلیغات و اماکن و امکانات مناسب تبلیغاتی و نیز با جذب بازیکنان و مربیان مشهور، در راستای رفع موانع جذب حامیان مالی ورزشی شرایط مناسب و بهینه ای را ایجاد نمایند تا حامیان با اطمینان بیشتری در این صنعت سرمایه‌گذاری نمایند.
Sponsorship has become a vital part of funding for a wide range of sporting, artistic, and social events. Sponsorship has been increasing as an element of marketing communications. However, there are obstacles to attracting sponsors in the sport industry. The present study investigates the obstacles to attracting sponsorship in the sport industry of East Azarbaijan Province. The data collection instrument was a highly reliable researcher-made questionnaire (α=0.813). The statistical population of this study was all the managers of factories and private companies, club managers and sport headquarters in East Azarbaijan. The data were analyzed through the descriptive as well as the non-parametric U-Mann-Whitney inferential statistics with P
Androf, V., & Françoisenis, J. (2005). Sport Economics. Translated: A. V., Jazayeri, Tehran: Elm & Varzesh Publishing, (In Persian).
Berrett T., and Slack T. (2001). A framework for the analysis of strategic approaches employed by non-profit sport organizations in seeking corporate sponsorship. Sport Management Review. 4: 21-45.
Doherty A., and Murray M. (2007). The strategic sponsorship process in a non-profit sport organization. Sport Marketing Quarterly. 16(1): 49-55.
Ehsani M., Abouddara, Z., & Iqbali, M. (2008). Study of the Reasons for the Lack of Support of Sponsors from the Professional Sport of Women in Isfahan. Motion and Exercise Sciences, 2(12), 111-120, (In Persian).
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Ellahi, A., Sajjadi N., Khabiri M., & Abrishami, H. (2007).Obstacles to the Development of Recruitment of Income from Financial Support in the Islamic Republic of Iran Football Industry. 6th International Education Conference and Sport Sciences, (In Persian).
Esmailzadeh M. R, Tejari, F., & Sheikh-Alizadeh, P. (2008). Nonprofit Sponsors Study in Sports: A Case Study in Mashhad. The First National Symposium on Sport Management, (In Persian).
Faed, A. (2007). Strategic Evaluation of Sport Support as a Tool for Marketing Communication in Iran's Electronic Industry. Master Thesis, Tehran: Tarbiat Modarres University, (In Persian).
Fan Y. (2002). Event sponsorship in China. Corporate Communications: An International Journal. 7(2): 110-116
GiKoo Y. (2004). Sport sponsorship match-up effect on consumer based brand equity: an application of the schematic information process. Unpublished doctoral degree dissertation. Department of sports management, recreation management and physical education. Florida State University.
Huda H Al-Khaja. (2001). Investors opinions about sports marketing in Bahrain. The sport Journal. 4(4).
IEG. (2004). Sponsorship spending worldwide. IEG Sponsorship Report, from: http://www.spnsorship.com/Learn/worldwidespending.asp.
IEG projection. (2001). IEG projection: sponsorship spending will lag predicted economic rebound. IEG Sponsorship Report. 20(24): 1-8.
Ivarsson C., and Johnson M. (2004). Sport Sponsorship as a promotional tool. Bachelors Thesis, Industrial Marketing and e-Commerce. Lulea University of Technology.
Izadi, A. (2004). Describing the Factors Affecting on the Absorption of Sponsorship of Iranian Professional Soccer Sponsorship Companies. Master's Thesis, Tehran: Tarbiat Moallem University, (In Persian).
Keshock CM. (2004). The effects of economic impact information on the attitudes of potential sports sponsors operating in mid-size and small college communities. A Dissertation submitted to the Department of Sport Management, Recreation Management and Physical Education in partial fulfillment of the requirements for the degree of Doctor of Philosophy. College of Education. The Florida State University.
Meenaghan T. (2001). Understanding sponsorship effects. Psychology & Marketing. 18(2): 95-122.
Meenaghan T. (1983). Commercial sponsorship. European Journal of Marketing. 17(7): 5-73.
Moharramzadeh, M. (2006). Comparison of University Sporting Marketing Methods in Iran and Turkey. Research and Planning in Higher Education. 12(3), 31-46, (In Persian).
Seguin B., Teed K., and O'Reilly N. (2005). National sports organizations and sponsorship: an identification of best practices. International Journal of Sport Management and Marketing. 1(1/2): 69-92.
Slattery J., & Pitts BG. (2002). Corporate sponsorship and season ticket holder attendees: an evaluation of changes in recall over course of one American collegiate football season. International Journal of Sport Marketing & Sponsorship. 4(2): 151-174.
Smith ACT. (2008). Introduction to sport marketing. Elsevier Ltd. 191-230.
Strelize B. (2005). Relationships in sport sponsorship: a marketing perspective. Unpublished doctoral degree dissertation. Faculty of Management. University of Johannesburg. 21-45.
Thunderbolt, F., & Ghasemi, M. H. (2007). Comparison of Athletes, Instructors and Experts Views on Strategies for Advancement of Gymnastics in Iranian Gymnastics. Olympics, 4(40), 17-29, (In Persian).
VanHeerden CH. (2005). Sport sponsorship in South Africa: objectives should reach beyond media coverage and brand awareness. African Journal for Physical, Health Education, Recreation and Dance, 11(3): 303-314
VanHeerden CH., & du Plessis PJ. (2003). The objectives set by South African sponsors for spo
_||_Androf, V., & Françoisenis, J. (2005). Sport Economics. Translated: A. V., Jazayeri, Tehran: Elm & Varzesh Publishing, (In Persian).
Berrett T., and Slack T. (2001). A framework for the analysis of strategic approaches employed by non-profit sport organizations in seeking corporate sponsorship. Sport Management Review. 4: 21-45.
Doherty A., and Murray M. (2007). The strategic sponsorship process in a non-profit sport organization. Sport Marketing Quarterly. 16(1): 49-55.
Ehsani M., Abouddara, Z., & Iqbali, M. (2008). Study of the Reasons for the Lack of Support of Sponsors from the Professional Sport of Women in Isfahan. Motion and Exercise Sciences, 2(12), 111-120, (In Persian).
Ekneci G. (1992). Turkiye De kamu kuruluslarin spor tesisi yapimi acisindan butun-iestirilmesi-idarive iktisadi yaklasim; Yaylmalan Malis Doktora Tezi. Mu saglik bilimleri Enstitusu, Istanbul. 15-16.
Ellahi, A., Sajjadi N., Khabiri M., & Abrishami, H. (2007).Obstacles to the Development of Recruitment of Income from Financial Support in the Islamic Republic of Iran Football Industry. 6th International Education Conference and Sport Sciences, (In Persian).
Esmailzadeh M. R, Tejari, F., & Sheikh-Alizadeh, P. (2008). Nonprofit Sponsors Study in Sports: A Case Study in Mashhad. The First National Symposium on Sport Management, (In Persian).
Faed, A. (2007). Strategic Evaluation of Sport Support as a Tool for Marketing Communication in Iran's Electronic Industry. Master Thesis, Tehran: Tarbiat Modarres University, (In Persian).
Fan Y. (2002). Event sponsorship in China. Corporate Communications: An International Journal. 7(2): 110-116
GiKoo Y. (2004). Sport sponsorship match-up effect on consumer based brand equity: an application of the schematic information process. Unpublished doctoral degree dissertation. Department of sports management, recreation management and physical education. Florida State University.
Huda H Al-Khaja. (2001). Investors opinions about sports marketing in Bahrain. The sport Journal. 4(4).
IEG. (2004). Sponsorship spending worldwide. IEG Sponsorship Report, from: http://www.spnsorship.com/Learn/worldwidespending.asp.
IEG projection. (2001). IEG projection: sponsorship spending will lag predicted economic rebound. IEG Sponsorship Report. 20(24): 1-8.
Ivarsson C., and Johnson M. (2004). Sport Sponsorship as a promotional tool. Bachelors Thesis, Industrial Marketing and e-Commerce. Lulea University of Technology.
Izadi, A. (2004). Describing the Factors Affecting on the Absorption of Sponsorship of Iranian Professional Soccer Sponsorship Companies. Master's Thesis, Tehran: Tarbiat Moallem University, (In Persian).
Keshock CM. (2004). The effects of economic impact information on the attitudes of potential sports sponsors operating in mid-size and small college communities. A Dissertation submitted to the Department of Sport Management, Recreation Management and Physical Education in partial fulfillment of the requirements for the degree of Doctor of Philosophy. College of Education. The Florida State University.
Meenaghan T. (2001). Understanding sponsorship effects. Psychology & Marketing. 18(2): 95-122.
Meenaghan T. (1983). Commercial sponsorship. European Journal of Marketing. 17(7): 5-73.
Moharramzadeh, M. (2006). Comparison of University Sporting Marketing Methods in Iran and Turkey. Research and Planning in Higher Education. 12(3), 31-46, (In Persian).
Seguin B., Teed K., and O'Reilly N. (2005). National sports organizations and sponsorship: an identification of best practices. International Journal of Sport Management and Marketing. 1(1/2): 69-92.
Slattery J., & Pitts BG. (2002). Corporate sponsorship and season ticket holder attendees: an evaluation of changes in recall over course of one American collegiate football season. International Journal of Sport Marketing & Sponsorship. 4(2): 151-174.
Smith ACT. (2008). Introduction to sport marketing. Elsevier Ltd. 191-230.
Strelize B. (2005). Relationships in sport sponsorship: a marketing perspective. Unpublished doctoral degree dissertation. Faculty of Management. University of Johannesburg. 21-45.
Thunderbolt, F., & Ghasemi, M. H. (2007). Comparison of Athletes, Instructors and Experts Views on Strategies for Advancement of Gymnastics in Iranian Gymnastics. Olympics, 4(40), 17-29, (In Persian).
VanHeerden CH. (2005). Sport sponsorship in South Africa: objectives should reach beyond media coverage and brand awareness. African Journal for Physical, Health Education, Recreation and Dance, 11(3): 303-314
VanHeerden CH., & du Plessis PJ. (2003). The objectives set by South African sponsors for spo