Qualitative analysis of the role of political marketing in sports federations of Iran
Amir Hossein Maleki Berneti
1
(
)
Akram Esfahani Nia
2
(
Assistant Professor, Department of Sports Management, Aliabad Katul Branch, Islamic Azad University, Aliabad Katul, Iran.
)
Nasser Bay
3
(
Department of Physical Education and Sports Sciences, Azadshahr Branch, Islamic Azad University, Azadshahr, Iran
)
Mojtabi Ahmadi
4
(
Assistant Professor, Department of Physical Education, Bandargaz Branch, Islamic Azad University, Bandargaz, Iran
)
Vahid Shojaei
5
(
Associate Professor in Sports Management, Sari Branch, Islamic Azad University, Sari, Iran
)
Keywords: antecedents, consequences, Political marketing, sports federations, foundational data theory,
Abstract :
The purpose of this research is to qualitatively analyze the role of political marketing in sports federations. The research was practical and carried out using descriptive phenomenology approach. The research participants included 16 experts related to the subject. The sampling method was purposeful and snowball, and the sampling was done until it was possible to extract non-repetitive concepts from the interviews; continued The data collection tool was a semi-structured interview, and in order to review and categorize the information, Maxquda was used. Validity, transferability, trustworthiness and verifiability criteria were used. The antecedents affecting the political marketing of sports federations include: 59 subthemes in the form of 5 main themes of managerial antecedents, economic antecedents, political antecedents, culture and society antecedents, technology and innovation antecedents. Also, the consequences of political marketing of sports federations in Iran include: 53 sub-themes in the form of 5 main themes of managerial impact, political impact, economic impact, social impact, and cultural impact. Finally, we can say; The antecedents and consequences of political marketing in sports federations play significant role as effective factors in the development of sports. in order to benefit optimally, sports federations should seriously explain and implement political marketing strategies and use the existing capacities in an optimal way. This approach can lead to the creation of sustainable sports ecosystem. Considering the growing importance of sports in social and cultural development, paying attention to these factors can be considered as an undeniable necessity in the path of progress of sports.
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