sports marketing
azad besharati; najaf aghaei
Abstract
The purpose of this study was to investigate the factors affecting the attraction of sponsors for domestic sports events in the state of sanctions. This study is descriptive-correlational, and in terms of purpose is applied and in terms of method of collecting data is in field. The population of this ...
Read More
The purpose of this study was to investigate the factors affecting the attraction of sponsors for domestic sports events in the state of sanctions. This study is descriptive-correlational, and in terms of purpose is applied and in terms of method of collecting data is in field. The population of this study was the professors of sports management, senior and middle managers of the general departments of sports and youth, managers of sports clubs of the governorates of Kurdistan and Kermanshah provinces and the managers of the companies that have supported sports events in recent years. Sampling was done in a purposeful and accessible way. The reliability of the instrument was confirmed using Cronbach alpha (0/84) method and construct validity. Data analysis was done using SPSS and PLS software at the level of P≤0.05. Based on the route analysis, it was found that the variables of environmental factors of events and sponsorship have a direct positive and significant effect on the factors of organizing the event, the factors of applicants for financial support and the effectiveness of financial support of events and explains 74, 45, and 23% of their variables, respectively. The proposed model can well show the capacity of different dimensions of attracting sponsors to participate in sporting events for promoting sports. The present model shows the basic constructs of the relationship between environmental factors, factors of financial support applicants, event organizers and the effectiveness of financial support and at its level, it is able to explain its predicted functions.
