Identifying Strategic Management Factors of Sport Sponsorship and Presenting a Model

Document Type : Research Paper

Authors

1 M.A Student of Sport Management, Faculty of Sport Sciences, Razi University, Kermanshah, Iran.

2 Associate Professor of Sport Management, Faculty of Sport Sciences, Razi University, Kermanshah, Iran.

Abstract

This study aims to identify the strategic management factors of sports financial sponsorship in Kermanshah and to present a model.The method is mixed and sequential exploratory. The statistical population in the qualitative section was sports management specialists, managers and experts of senior sports teams in the top leagues, as well as senior managers, managing directors, financial managers or sales managers of large industrial units in Kermanshah.
Sampling was by snowball method and in order to collect qualitative data, the researcher reached theoretical saturation by conducting 15 semi-structured interviews. In quantitative section from all employees of sports federations, 248 people were selected as a statistical sample based on Morgan's table and sampling was done by simple random sampling. Through the information received from interviews and coding using MAXQDA software, the questionnaire was designed and its construct validity was confirmed through confirmatory factor analysis an final research model was presented using AMOS software. The results showed that the financial sponsor plays the most important role in strategic management in sports and beliefs do not play a role. Also, the factors of participation, attachment, honesty, performance, image, attitude, knowledge and ability to predict accounted for 91% of the strategic management contribution of financial sponsors. Therefore, in the strategic management of financial sponsors in sports, special attention should be paid to the development of sports infrastructure and creating attractiveness for the target community.

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References

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History

  • Receive Date: 14 July 2022
  • Revise Date: 04 August 2023
  • Accept Date: 05 August 2023

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