Developing an Inter-agency Factor Model Effective on Attracting Sponsors in Championship Sports

Subject Areas : Jounal of Marketing Management

hadi bagheri ¹ (PhD student in sport management, Shahroud Branch, Islamic Azad University, Shahrood, Iran)
bagher morsal ² (Assistant Professor, Department of Sport Management, Shahroud Branch, Islamic Azad University, Shahrood, Iran)
ali fahiminejad ³ (Assistant Professor, Department of Sport Management, Shahroud Branch, Islamic Azad University, Shahrood, Iran)

Received: 2019-11-24 Accepted : 2020-01-21 Published : 2019-06-22

Keywords: Sponsors, Championship Sports, Internal Organizational Factors, North Khorasan,

Abstract :

  The purpose of this paper was to develop a model of effective inter-organizational factors for attracting sponsors in championship sport in North Khorasan province. The statistical population consisted of all sports heads, sponsors managers, athletes and coaches, managers of sports organizations with 150 individuals who were selected as sample and completed a five-point Liker questionnaire using qualitative analysis results. They came and answered. Its face and content validity by experts and the reliability of the qualitative data by Delphi method and the reliability of quantitative data in a baseline study among 30 sport managers and sponsors using Cronbach's alpha. Descriptive and inferential statistics were used for data analysis using SPSS 23 and SPSS 3 software. Results were analyzed in two parts: structural model and model utility. The results were analyzed in two parts: structural model and model utility. The findings of the study showed that the experimental data collected in this study support the existing theoretical model and the relevant factors were able to predict a good percentage of the main variable behavior. Investigation of factor path coefficient showed that management factor with beta coefficient of 0.358 and information system factor with beta coefficient of 0.126 had the highest and least importance respectively in predicting main variable behavior or attracting sponsors in championship sport. Overall, it is recommended to use theoretical research model to attract sponsors in provincial championship sport.

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