Editing innovative marketing strategies in the sports industry with a sustainable development approach

Subject Areas : Sport Marketing

Fatemeh Esmailinejad ¹ , Mohammad Sanaei ^{2 *} , Azim Salahi Kojour ³

1 - , Department of Sports Management, Faculty of Physical Education and Sports Sciences, Salami Azad University, Ayatollah Amoly Branch, Amoly, Iran
2 - Sports Management Department, Chalos Branch, Islamic Azad University, Chalos,, Iran
3 - Department of Sports Management, non-profit non-governmental higher education institution Shafaq Tonekabon, Tonekabon, Iran

Received: 2023-08-08 Accepted : 2023-11-04 Published : 2024-07-15

Keywords: Opportunity-oriented, Innovative Marketing, Sports industry, strategy, Sustainable Development,

Abstract :

The aim of the present study is to develop innovative marketing strategies in the sports industry with a developmental approach. This is a mixed exploratory (qualitative-quantitative) study in which semi-structured in-depth interviews and questionnaires were used to collect data. The statistical population in the qualitative section included senior sports managers, manufacturers of sports products, experts in the field of sports industry, and professors of sports management, 15 of whom were saturated using the snowball method. In the quantitative section, the population consisted of all manufacturers of sports products, of which 420 samples were selected purposefully and accessibly using structural equation modeling sampling. The findings showed that innovative marketing strategies in the sports industry with a developmental approach include opportunity-oriented and value-driven, marketing variables, customer focus, integrated marketing, unique position, positive mental image, marketing strategy and planning, and innovative market research. The findings of this study provide new knowledge and insight into the development of innovative marketing strategies in the sports industry with a sustainable development approach. The results of this study are useful for developing more effective approaches to investing in marketing strategies in the sports industry