Designing the outsourcing model of marketing activities of sports clubs

Subject Areas : Innovation in Sports Management

Morad Heidari ¹ , Mohammad Nikravan ² , Yadollah Abbaszadeh Sohron ³ , Hojjatollah Taheri Rouzbahani ⁴

1 - PhD student, Sports Management, Department of Physical Education, Boroujerd Branch, Islamic Azad University, Boroujerd, Iran.
2 - Associate Professor, Sports Management, Department of Physical Education, Boroujerd Branch, Islamic Azad University, Boroujerd, Iran
3 - Assistant Professor, Sports Management, Department of Physical Education, Boroujerd Branch, Islamic Azad University, Boroujerd, Iran
4 - Assistant Professor, Sports Management, Department of Physical Education, Boroujerd Branch, Islamic Azad University, Boroujerd, Iran

Received: 2023-12-03 Accepted : 2023-12-03 Published : 2023-02-20

Keywords: Outsourcing, marketing, sports club, Premier League,

Abstract :

Today, outsourcing is known as one of the effective strategies in the business world. The purpose of this research is to design the outsourcing model of marketing activities of sports clubs. The research community in the qualitative section includes 23 experts in the field of sports marketing who were selected by the theoretical saturation method. Through semi-structured interviews with public administration and sports management experts, the researcher identified the components and designed the outsourcing model of marketing activities of sports clubs using qualitative analysis and Delphi methods. 175 people were selected as a statistical sample by using the sample size table of Karjesi and Morgan. In its qualitative part, a comprehensive model was designed for outsourcing the marketing activities of sports clubs. In the quantitative part, the relationship between the elements and components of the present model was subjected to a quantitative test with the structural equation modeling method and Smart PLS software. Based on the findings of this research, the outsourcing of sports club marketing activities, in order of importance, included marketing speed, management control, key capability control, preliminary planning, environmental effects, marketing enhancement, club performance, service quality enhancement, cost reduction, and strategic analysis. . The results of the research can be considered for planning and providing solutions related to the marketing activities of sports clubs in connection with outsourcing.