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

الموضوعات :

Sara Ghasemi ¹ (Physical Education and Sports Management, Mashhad Branch, Islamic Azad University, Mashhad, Iran,)
Hassan Fahim Davin ² (Department of Physical Education and Sports Management, Mashhad Branch, Islamic Azad University, Mashhad, Iran)
Mohammad Reza Esmailzadeh Ghandehari ³ (Department of Physical Education and Sports Management, Mashhad Branch, Islamic Azad University, Mashhad, Iran,)
Hossein Peymanizad ⁴ (Department of Physical Education and Sports Management, Mashhad Branch, Islamic Azad University, Mashhad, Iran)

تاريخ الإرسال : 19 الأحد , صفر, 1443 تاريخ التأكيد : 25 السبت , رجب, 1443 تاريخ الإصدار : 02 الأربعاء , ذو القعدة, 1443

الکلمات المفتاحية: Sports, clubs, Sponsors, Attraction and retention, Federations,

ملخص المقالة :

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

المصادر:

• Keshavarz L. & Farahani A. & Mousavi Jahromi Y. & Faraziani F. (2015), Factors affecting the behavior of the private sector to invest in professional sports and provide a model, Organizational Behavior Management Studies in Sport, 2(8): 49-54.


• Van Heerden CH. & Du Plessis PJ. (2017), The objectives set by South African sponsors for sport, Ecquid Novi, 24(1): 20-36.


• Hemmati Nejad MA. & Banar N. & Moradi Sharaf H. (2016), Analysis of motivational factors of sports sponsorship in Hamadan province, Applied research in sports management, 5(3): 77-89.


• Strelize B. (2015), Relationships in sport sponsorship: a marketing perspective. Unpublished doctoral degree dissertation, Faculty of Management, University of Johannesburg, 21-45.


• Khosravi Zadeh E. & Bahrami A. & Haghdadi A. (2014), Barriers to investment and private sector participation in sports in Markazi province, Sports Management Studies, 24(1): 207-222.


• Van Heerden CH. (2013), Sport sponsorship in South Africa: objectives should reach beyond media coverage and brand awareness. African Journal for Physical, Health Education, Recreation and Dance (AJPHERD), 11(3): 303-314.


• Walliser B. (2013), "An International Review of Sponsorship Research: Extension and Update", International Journal of Advertising communications, the quarterly Review of marketing communications, University of Nancy, Institute of Business Administration, 1: 23-37.


• Smith A. (2018), Introduction to sport marketing, Elsevier Ltd, 2: 191-230.


• GiKoo Y. (2014), 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, 1: 45-58.


• Fan Y. (2013), Event sponsorship in China, Corporate Communications: An International Journal. 7(2): 110-116.


• Padash D. & Soltan Hosseini M. & Khabiri M. & Fathi S. (2009), Identifying and prioritizing the management and executive factors affecting the privatization of sports clubs, Tehran: International Conference on Science and Football, National Football Academy, 1: 66-76.


• Hyun Baek T. & Whitehill King K. (2011), Exploring the consequences of brand credibility in services, Journal of Services Marketing, 25(4): 260-272.


• Huda H. (2011), Investors opinons about sports marketing in Bahrain, The Sport Journal, 44(1): 124-140.


• Vale J. & Serra E. & Vale VT. & Vieira JC. (2016), “The impact of sponsorship on a football team's brand equity”, Journal of Sponsorship, 2(2): 267-28.


• Baek HT. & King W. (2017), "Exploring the Consequences of Brand Credibility in Services", Journal of Service Marketing, 6(3): 45-59.


• Elahi A. & Sajjadi N. & Kheibari M. & Abrishami H. (2009), Barriers to development of attracting income from sponsorship in the football industry of the Islamic Republic of Iran, Sports Management, 1(2): 189-202.


• Mirzaei I. & Mehdipour A. & Azmesha T. (2017), Analysis of effective factors on attracting sponsorship of large industrial companies in sports in southwestern Iran, Journal of Sports Management and Motor Behavior, 13(26): 39-52.


• Khabiri M. & Alidoost Ghahfarkhi E. & Khosrow Manesh R. & Asadollahi A. (2018), Designing a conceptual model of sports support in Iran, Contemporary research in sports management, 8(16): 1-11.


• Rahbari S. (2019), Sports marketing in the new era. Conference on Sports Science Research Findings, Islamic Azad University of Khorasgan, 1: 33-41.


• Alavi SH. & Emami F. & Kathiri A. (2018), Investigating the motivating factors of sports sponsorship in Mazandan province, the third national conference on new approaches in education and research, Mahmoudabad, 39-47.


• Chen k. & Zhang J. (2018), "Examining Consumer Attributes Associated with Collegiate Athletic Facility Naming Rights Sponsorship: Development of A theoretical Frame Work", Sport Management Review, 14(2): 103-116.


• Erland P. (2011). IEG projection: sponsorship spending will lag predicted economic rebound, IEG Sponsorship Report, 20(24): 1-8.