Sports management, marketing
mohamad najmi; Abbas Naghizadeh-Baghi; Nasrin Azizian kohan; Mehrdad Moharramzadeh
Abstract
Crowdfunding has become a valuable source of investment for new businesses and projects.
The present research was conducted with the purpose of explaining the design of the collective financing model of Iranian football clubs based on the data theory of the foundation. This research is applied in terms ...
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Crowdfunding has become a valuable source of investment for new businesses and projects.
The present research was conducted with the purpose of explaining the design of the collective financing model of Iranian football clubs based on the data theory of the foundation. This research is applied in terms of purpose and in terms of collection method in the category of qualitative research and was conducted using the data theory method of the foundation. The statistical population of this research includes presidents and vice presidents of the football federation, the country's football league, presidents of football boards, managing directors and members of the board of directors of football clubs in the provinces of the country, and the sampling was continued with a targeted method until reaching theoretical saturation (N = 15). Research data analysis was done with MAXQDA2020 software. In this research, in order to check the validity of the methods of validity, transferability, reliability and verifiability, and to calculate the reliability, the method of agreement between the coders and determination of Felice Cappa coefficient was used. According to the first methodological process, the codes related to the topic were identified from the primary data, and 92 open codes were obtained. In the axial coding stage, 21 subcategories were determined. In the selective coding stage, sub-categories were classified according to causal, contextual, intervening, strategic and dimensions of financial crowdsourcing, and the corresponding model was presented. In general, the results of the current research strengthen the knowledge base of crowdfunding and confirm the low ability and lack of necessary platforms for income generation, the existence of weak and inefficient structures of football clubs in the country and the accumulation of debts in the clubs. It is hoped that this exploratory study will be the basis and stimulus for future efforts to improve and optimize the performance of football clubs and reduce their debts and financial problems
Sports management, marketing
tarifeh payami; jafar barghi; Mohammadrahim najafzade; habib mohammadpour
Abstract
Interpretive Structural Modeling of Branding in Iran's Premier Football League
Abstract
The purpose of this study was to develop an interpretive structural model for branding in Iran's Premier Football League. This research is applied in terms of purpose and mixed-method (qualitative-quantitative) ...
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Interpretive Structural Modeling of Branding in Iran's Premier Football League
Abstract
The purpose of this study was to develop an interpretive structural model for branding in Iran's Premier Football League. This research is applied in terms of purpose and mixed-method (qualitative-quantitative) in nature. In the qualitative phase, the fuzzy Delphi method was used, and in the quantitative phase, interpretive structural modeling (ISM) was applied. Participants included sports managers and experts, managers of Iran's Premier Football League organization, and managers of sports clubs, with 14 individuals purposefully selected based on specific criteria. Data collection tools included a Delphi questionnaire and a paired comparison matrix. The validity of the tools was confirmed through face validity, and their reliability was ensured using Cohen's Kappa coefficient. Data analysis was conducted using the two-stage fuzzy Delphi method and interpretive structural modeling. The findings revealed that out of 47 identified factors, 16 were deemed more significant and were categorized into six levels. At the highest level, positive fan experience; at the intermediate levels, factors such as the presence of quality players and coaches, effective interaction with fans, development of fan culture, understanding the needs and expectations of stakeholders, integrated marketing communications, use of digital platforms, a distinct and attractive visual identity, and appropriate market positioning; and at the lowest level, factors such as management stability, commitment and support of senior managers, alignment of club strategies, definition of the league's brand core values, actual privatization of clubs, financial transparency, and attracting foreign investment were identified. These results demonstrate that branding Iran's Premier Football League is a multidimensional phenomenon that requires addressing the interplay of various factors at different levels for effective management. Therefore, this study highlights the importance of developing strategies to brand Iran's Premier Football League by paying attention to and focusing on lower-level factors.
Keywords: League Advancement, Branding, Fan Experience, Football, Interpretive Structural Modeling (ISM).
Sports management, marketing
mohammad soltanhoseini; Ehsan Adibi; Mehdi Salimi
Abstract
This research aims to present a model of the role of sports marketing in realizing economic democracy in Iranian professional football. The research method is a qualitative case study, and the participants are sports club managers. Using purposive sampling and the theoretical saturation technique, key ...
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This research aims to present a model of the role of sports marketing in realizing economic democracy in Iranian professional football. The research method is a qualitative case study, and the participants are sports club managers. Using purposive sampling and the theoretical saturation technique, key informants (including 19 individuals) were selected to identify the framework for presenting the model of the role of sports marketing in realizing economic democracy in Iranian professional football, and they were interviewed. The tools used were semi-structured interviews (with focus groups) and document analysis. To ensure the validity and reliability of the study, the Lincoln and Guba evaluation method was used. The paradigmatic model of this research was designed based on the Strauss and Corbin paradigmatic model.
In this research, four categories—transformation of the management structure and governance of sports marketing, innovation and diversity in sports marketing tools, economic and cultural empowerment of football stakeholders, and market dynamism and the system of football economic interactions—were identified as causal conditions. The institutional and policy context of professional sports, technological and media infrastructure of professional football, cultural and social characteristics of Iranian football society, and the country's economic and industrial conditions of the sports market were identified as the main contextual factors. Two categories—institutional barriers in the management system of Iranian football and cultural and technological barriers in the context of football society—were identified as intervening factors.
Sports management, marketing
Mohammad Reza Boroumand; Ali Afrouzeh; siavash Farahmand
Abstract
Today, due to its many attractions, football has spread significantly around the world, making it difficult to define limits for the sport, which has completely separated itself from others. This sport has become an effective platform for advertising by large companies. Advertisements appear in various ...
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Today, due to its many attractions, football has spread significantly around the world, making it difficult to define limits for the sport, which has completely separated itself from others. This sport has become an effective platform for advertising by large companies. Advertisements appear in various forms, such as those inside stadiums, commercials broadcast during games, and printed advertisements on clothing and sports equipment (Kordalo, 2020). Among the types of advertising, the outdoor advertising industry is one of the oldest media sectors. With advancements in technology in recent years, we have witnessed a significant transformation in this industry; outdoor digital boards now offer new and exciting ways to communicate (Cho et al., 2022). Kumar and Tripathi (2022) argue that the role of advertising is evolving and is no longer limited to informing and persuading consumers. Companies are now seeking new functions, such as changing consumer behavior. Additionally, due to increased competition, companies believe they must capture consumer attention by employing effective tools in their advertisements (Pieters et al., 2010). Among the identified tools that influence the effectiveness of environmental advertisements are the visual aspects, which include brand, logo, typography, color, and slogan. Therefore, the purpose of this research is to investigate the effect of visual dimensions on customer loyalty, with the mediating roles of brand awareness and preference in environmental advertising around the football satadiums.
The current research is applied in terms of purpose and descriptive, survey, field, and correlational in terms of methodology. The statistical population for this research consisted of individuals who attended Azadi Stadium to watch football in 2024, with a sample size of 384 participants selected. The research tools included a brand awareness questionnaire by Boyle et al. (2013), a brand preference questionnaire by Ebrahim et al. (2016), a brand loyalty questionnaire by Shahin et al. (2011), and a researcher-developed section on visual dimensions. All questions in the questionnaire were designed according to a five-point Likert scale (1 = completely disagree, 2 = disagree, 3 = neutral, 4 = agree, 5 = completely agree). To assess the reliability of the questionnaire, Cronbach's alpha test was employed. The content validity was confirmed by several expert professors in the field, and the construct validity was verified using factor analysis (CFA). Structural equation modeling with PLS3 software was also utilized for data analysis.
All participants in the research were men. Among them, 68.5% were single and 35.5% were married. In terms of age, 25.3% were under 20 years old, 46.6% were between 21 and 30 years old, 16.9% were between 31 and 40 years old, 10.2% were between 41 and 50 years old, and 1% were over 50 years old. Regarding education, 18.5% had below a diploma, 26.6% held a diploma, 15.6% had a post-diploma qualification, 25.5% had a Bachelor's degree, 6.9% held a Master's degree, and 4.2% had a Doctorate. The indices for Cronbach's alpha, RHO, composite reliability, and average variance demonstrated good validity for all research constructs. Additionally, an examination of the factor loading values and t-values of the questions in the questionnaire indicated that the questions were suitable representatives of their respective constructs. Furthermore, the analysis of the relationships between the variables, including their t-values and path coefficients, revealed that the relationship between visual dimensions and both brand awareness and brand preference is significant; however, there is no significant relationship with brand loyalty. Additionally, brand awareness did not demonstrate a significant relationship with brand loyalty, while brand preference acted as a mediating variable between visual dimensions and brand loyalty. Finally, the model fit indices, including Q² and R², were assessed for each variable. All R² and Q² values for the variables, except for brand preference, were within optimal ranges, indicating an acceptable level for brand preference.
Therefore, considering that environmental advertisements are designed and implemented with the aim of attracting attention and having a positive impact on consumers, paying attention to the visual dimensions of these advertisements is of particular importance. Companies active in this field can increase the effectiveness of their advertisements by using appropriate tools. For this reason, we provided suggestions to companies regarding the applicability of the research. In relation to the brand name, it is suggested that companies comply with the necessary linguistic requirements and standards to create more effective environmental advertising. Additionally, the logo plays a significant role in the brand's appeal, so it is recommended that innovation and creativity in logo design be prioritized to attract consumers. Regarding the visual dimensions of typography, it is suggested that the principles of order and coherence in the selection of words and phrases used in advertisements should be observed in a suitable and correct manner to enhance brand preference and awareness among consumers. Concerning color, it can be confidently stated that it is one of the most important visual dimensions in all types of advertisements. Therefore, it is recommended to use attractive colors in the design of advertisements that align with the identity and personality of the brand. Another important point to consider is that, in football, there is a highly competitive environment between rival teams. Thus, care should be taken when choosing the color of advertisements, as a color choice similar to a team's shirt may be significant for the team's fans. Finally, regarding the slogan, it is suggested that companies keep their main message in the minds of consumers by choosing an attractive and understandable slogan. This will help create or increase awareness, preference, and ultimately loyalty to the brand.
Sports management, marketing
Mehdi Rasooli; Saman Mehri; Maryam Aziziani
Abstract
A website is crucial for a professional sports club as it serves as the primary hub for engaging with fans, sponsors, and media. In today's digital age, the website of a sports club is much more than just a static page that lists match schedules or player information. It is a dynamic platform that plays ...
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A website is crucial for a professional sports club as it serves as the primary hub for engaging with fans, sponsors, and media. In today's digital age, the website of a sports club is much more than just a static page that lists match schedules or player information. It is a dynamic platform that plays a vital role in shaping the club’s identity, enhancing its visibility, and serving as a bridge between the club and its global audience. This direct link allows the club to share real-time updates, such as live scores, breaking news, player transfers, and match reports. Moreover, fans can access behind-the-scenes content, exclusive interviews, and multimedia content such as videos and photos, which not only keep them informed but also create a sense of closeness and involvement. One of the most important aspects of a well-maintained website is its role in fan engagement. A sports club's success is deeply intertwined with the loyalty of its fanbase, and a website can act as the central hub where fans come together. Through the website, fans can interact by sharing opinions, participating in polls, contests, and forums, and even engaging in live chats during games. Social media integration is also a key factor in this, as fans can share content across platforms, amplifying the club's reach. A strong digital presence not only helps maintain existing fan relationships but also cultivates new ones, especially as more sports fans follow their favorite teams online. Through consistent updates and an easy-to-navigate interface, a well-managed website fosters a sense of community among fans, regardless of geographical barriers. Furthermore, a website is essential for revenue generation. The club can offer a wide range of products, from official merchandise to digital memorabilia, all available for purchase online. The online store makes it easy for fans to show their support by purchasing jerseys, caps, scarves, and other items associated with their favorite teams and players. Ticket sales for matches, both home and away, can also be facilitated through the website, allowing fans to book seats well in advance. Beyond traditional ticket sales, clubs can utilize their website for selling exclusive packages, such as VIP experiences, meet-and-greets, and access to premium lounges. This opens up additional streams of revenue and adds to the overall experience of following the team. A club’s website is also a strategic platform for promoting partnerships and sponsorships. Sponsors often look for clubs that provide broad and engaged audiences, and a website offers analytics on user engagement, which can be shared with sponsors to demonstrate their return on investment. Through banner ads, sponsored content, and exclusive partnerships, clubs can generate significant revenue, while also adding value for their partners by helping them reach new demographics. The website’s design and content can showcase sponsors in various ways, ensuring they get visibility and engagement. In addition to these commercial aspects, a website can also highlight the club’s social responsibility efforts. Many professional sports teams engage in charity work, community programs, and campaigns for important causes. This work can be showcased on the website, providing transparency and building goodwill among fans. Fans feel more connected to a club that reflects their own values and contributes positively to the community. Liverpool FC, for example, is known for its commitment to social causes and often highlights its community outreach programs, which resonate strongly with its global fanbase. By dedicating space on the website to these efforts, the club reinforces its brand as not only a competitive sports entity but also as a positive social force. In this research, Liverpool FC’s website was chosen as a case study because Liverpool is one of the most globally recognized and successful football clubs, with a strong emphasis on fan engagement. Founded in 1892, the club has a rich history that includes numerous domestic and international victories, and it boasts a passionate fan base that spans across continents. Their website is a key component of their digital strategy, designed to interact with a massive international fan base that includes millions of followers across social media platforms. Liverpool’s use of technology to engage with its supporters is cutting-edge, and analyzing such a well-established club's website provides valuable insights into effective fan engagement techniques, digital marketing strategies, and how to leverage a strong online presence to build loyalty and generate revenue. The aim of this study was to analyze Liverpool FC's official website through the perspective of fan management. The research paradigm was interpretive, and the researchers took a qualitative approach. Specifically, a qualitative content analysis was conducted through focus group discussions. The focus group consisted of four experts in the subject of sports fandom who were selected using a purposeful, judgmental approach. Three focus group sessions were held, during which the content from the website was coded and analyzed. This approach allowed the research team to develop patterns and identify key themes related to how Liverpool FC manages its online presence and interacts with its fans.
The findings of the study revealed that there were six major structures within Liverpool FC’s website: news, data, fan engagement, social responsibility, revenue generation, and branding. Each section was found to play a critical role in building and maintaining the club’s online presence. In the news section, six programs were running across three different media platforms. This section was crucial for providing timely updates to fans, covering everything from match previews and post-match reports to player interviews and injury updates. By keeping fans informed and engaged, this section helps sustain interest in the club, even during the off-season. In the data section, ten programs were identified, all running across three platforms. This section primarily focused on providing fans with in-depth statistical analysis of games, player performance, and historical data. For fans who are interested in the analytical side of the sport, this section offers a treasure trove of information that enhances their viewing experience. The fan engagement section was the largest, with fourteen programs spread across six different media platforms. This included interactive features such as polls, fan forums, live chats, and social media integration, all of which help build a sense of community and encourage fan participation. In the social responsibility section, eleven programs were found running across four media platforms. This area of the website highlighted Liverpool FC's charitable efforts, community outreach programs, and partnerships with local organizations. By engaging in these activities, the club not only strengthens its relationship with the local community but also enhances its brand image on a global scale. In the revenue-making section, seven programs were identified across six platforms. This section covered merchandise sales, ticketing, and premium content offerings. By optimizing this section, the club can maximize its revenue streams and ensure sustainable growth. Finally, in the branding section, five programs were running across three platforms. This section focused on maintaining the club's image, promoting its identity, and reinforcing its core values. Branding is essential for differentiating the club from its competitors and ensuring long-term success. Professional sports club managers can use the analysis and categories developed in this study to improve their own fan engagement strategies. By understanding which features resonate with fans, they can tailor their online presence to enhance loyalty and satisfaction. Additionally, insights into Liverpool FC's methods for merchandise sales, ticketing, and media sharing could help managers optimize their own revenue streams and strengthen their club’s brand. The study provides a roadmap for how a well-structured website can be an indispensable tool in the modern sports industry.
Sports management, marketing
meysam noori khanyourdi; saeid tabesh; mir davood hoseiny,
Abstract
Abstract
Sports spectators are an important part of the professional sports landscape. Spectators are economically important to clubs, as clubs earn money through ticket sales and provide the environment for television broadcasts. Studying and discovering the needs of spectators of sports events and ...
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Abstract
Sports spectators are an important part of the professional sports landscape. Spectators are economically important to clubs, as clubs earn money through ticket sales and provide the environment for television broadcasts. Studying and discovering the needs of spectators of sports events and analyzing and predicting their behavior and intention to reattendance again is a process, as a result of which parameters such as the amount of services provided, satisfaction, and loyalty of the spectators are checked. The fact is that satisfaction is primarily perceived by product quality and event value. The attributes associated with event value are often unpredictable and beyond the control of sports managers. But the quality of the product is under the control of sports managers; therefore, adopting strategic decisions of sports managers to improve the quality of sports stadiums may lead to audience satisfaction. The physical quality of sports stadiums has a lot to do with the behavioral tendencies of people attending the games. It is important for stadiums to have a good physical quality that meets the needs and expectations of the spectators who attend the games. Stadiums that are designed at a high level and consider all the necessary aspects, create a positive environment for spectators and encourage them to have positive behavioral tendencies. Also, stadiums with good physical quality will create a more attractive experience for the spectators by making the game more exciting. Attending the game is the most important form of consumer behavior in spectator sports. Therefore, knowing the goals and needs of the spectators and the reasons for their reattendance or non-reattendance in sports events is the first step for clubs to increase the number of attendees. If the needs of the spectators are not assessed well and correctly, the spectators may not want to attend the stadiums and only follow the results and events of their favorite teams through the media, which will be detrimental to the managers of the sports clubs. Therefore, sports marketing managers should pay special attention to the quality of sports stadiums. Those in charge of organizing sports events should bring the quality of the stadiums to the level of international standards so that the spectators have the desire to return to the stadium with satisfaction. Therefore, the active presence of spectators in stadiums can be considered as the main and important factor in the flourishing of sports, which should not be neglected. Now, in order to witness the presence of spectators in the stadium, the quality of the event venue must be such that the spectators have the desire to watch the matches in that stadium. Also, in the discussion of the quality of the stadiums, in order to attract and identify the needs of the spectators and to host international events, a series of standards must be observed. ; Therefore, it is necessary to carry out continuous evaluation and measurement. In addition, considering that different spectators may come to the stadium in each match, for this reason, it is better to carry out evaluations in a suitable period of time to identify the strengths and weaknesses. Therefore, according to the stated content, the factors affecting the satisfaction and re-attendance of the audience should be investigated. On the other hand, reactions to sports services may be different in sports cultures and environments; For this reason, the present study was conducted with the aim of investigating the effect of the physical quality of football stadiums on the re-attendance of spectators with the role of mediator of satisfaction. The method of conducting the present research was descriptive correlation type. The statistical population of the research included all the spectators of the premier football league matches; 325 people were selected by the non-random sampling of the Convenience type, and finally, 294 correct questionnaires were returned. The information was collected through a researcher-made questionnaire, which was obtained through interviews with experts (academic faculty members and sports managers) and library studies. The face and content validity of the questionnaires was confirmed by using the opinions of sports experts and sports management professors (10 people) after applying their corrective opinions. The internal reliability of questionnaire items was obtained in an experimental study using Cronbach's alpha method for the stadium characteristics questionnaire (0.97) and satisfaction questionnaire (0.87) and for Willingness to reattendance (0.88); used SPSS software in the descriptive and inferential statistics section, as well as Amos software to draw path analysis. The results showed that the characteristics of the stadium have a positive and significant effect on satisfaction; Also, the characteristics of the stadium have a positive and significant effect on the Willingness to reattendance of spectators. In addition, satisfaction has a positive and significant on willingness to reattendance. Finally, it is possible to confirm the mediating effect of satisfaction in the relationship between the characteristics of the stadium and Willingness to reattendance at the 95% confidence level. Therefore, according to the importance of the presence of spectators in stadiums, sports managers should periodically assess the needs and evaluate the satisfaction of the spectators as well as the quality of the stadiums, and by removing the shortcomings, witness the maximum attendance of the spectators. According to the obtained results, it can be said that paying attention to the needs of sports customers and providing good quality services can bring a special competitive advantage to the sports organization and bring many successes in the field of sports marketing.
shayan pooladi; Hossein Abdolmaleki; Mehdi Kohandel
Abstract
Given the growing importance of service experience and enhancing the experience of sports fans in the sports environment, the study of variables and factors that can provide a better experience for fans, has created a new and attractive field for researchers and sports marketers. Sports is one of the ...
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Given the growing importance of service experience and enhancing the experience of sports fans in the sports environment, the study of variables and factors that can provide a better experience for fans, has created a new and attractive field for researchers and sports marketers. Sports is one of the most important categories of today's societies, especially modern and industrial societies, which a large part of the population of every country deal with in various ways. The unique features of sports have made it a part of today's society, so that its importance is increasing day by day (Abdolmaleki, Heidari, Zakizadeh, & De Bosscher, 2019). In the meantime, football has been able to find a special place among different strata of people and present itself as a super sport. The unique characteristics of football and having high attraction and excitement have turned it into an industry with its own components and complexities (Ramezaninezhad et al., 2020). Meanwhile, the most important and influential factor in the football industry are the spectators or fans. In fact, the spectators are considered a part of the sports product, who give excitement to the sports competition with their participation and fandom of their favorite players and teams (Drayer & Shapiro, 2011). On the other hand, attracting spectators to sports events are the basic strategies of sports teams to increase their income and distinguish themselves from other teams. That is, the more the teams attract more spectators, the more income they will earn (directly and indirectly) (Gholizadeh, Talebpour, Kashtidar, & Abdolmaleki, 2018). The economic benefits along with the presence of spectators have prompted sports marketers to look for ways to attract and develop them. Football spectators are not only useful for increasing the capital of the club, but their social role is also considered important. Spectators are a complementary part of the main nature of sports. Because they provide a direct and live social environment for the player. With the absence of spectators, the athlete cannot perform well and shows a low level of performance (Nazemi, 2013). Studies conducted in the field of general tourism also show that past experiences are an important indicator that tourists refer to when choosing a new experience (Kerstetter & Cho, 2004). Abdolmaleki (2020) showed that the positive experience of the services provided can lead to frequent visits by heritage tourists in the future (Abdolmaleki, 2020). Lemon and Verhoef (2016) also believe that it is the service experience that can lead to customer satisfaction, and the quality of service comes next (Lemon & Verhoef, 2016). Therefore, as it was said, it can be argued that in the case of spectators, the service experience can be an important factor in post-experience behaviors. Because the advancement of technology has led to the personalization of experience, and people with different personalities are looking for different experiences (Hwang & Lee, 2018). Therefore, the purpose of this study was to investigate the effect of Sportscape on spectator service experience in Iranian football stadiums. The present study is a descriptive-correlational study which was conducted in the field. The statistical population of the study included all the spectators present at Azadi Stadium who had purchased tickets and gone to the stadium in the 2019-2020 season. The sampling method was non-random using the convenience sampling strategy (electronically) in which 165 questionable questionnaires were passed to the research analysis stage. The research tool was a questionnaire based on previous researches that included three sections of demographic information, stadium characteristics (23 items) and service experience (18 items). The face and content validity of the questionnaire was confirmed by 8 professors and experts and its reliability and construct validity were accepted using confirmatory factor analysis. Research data analysis included confirmatory factor analysis and structural equation modeling which was performed using SmartPLS software. Descriptive analysis of the demographic information of the sample showed that people aged 46 to 55 years, with 33.30%, formed the largest volume of the research sample. Examining the demographic characteristics of the participants in this study in terms of their marital status shows that more than 75% of the sample size of the present study are married people. According to the collected data, among the participants in this study, people with bachelor's degree have the highest frequency. Descriptive analysis of the demographic information of the sample shows that the research sample is at a low level in terms of attendance at the stadium. So that more than 63 percent of the participants attend the stadium only one to five times a year, and in total, about 16 percent of the sample consists of people who attend more than 10 times a year. They attend the stadium. The results showed that among the characteristics of the stadium, the comfort of the seats, stadium Aesthetics, the cleanliness of the stadium and the design of the stadium have a positive and significant effect on the spectator service experience. However, the effect of stadium parking, stadium access and stadium food services on the spectator service experience was not significant. According to the results of this research, among the physical features of the stadium, the comfort of the seats has the greatest effect on the audience's service experience; This can be related to the fact that the Azadi football stadium had a platform instead of seats for a long time and Iran is one of the last countries that tried to install seats in stadiums. In almost all researches, the comfort of the seats is considered as one of the most important factors of the stadium (Dhurup et al., 2010; Gencer, 2011; Lee et al., 2004; Wakefield & Sloan, 1995) and is a factor which, together with the design of the stadium, have a direct effect on perceived crowding. Crowding perceived by the audience is one of the variables that has been identified in past researches that has a negative effect on the enjoyment and satisfaction of the audience from the place where the service is provided. As long as the spectators to enter and exit the stadium to go to its different parts, such as the spectators' stands, toilets, canteens, etc., face less problems and crowds and do not have to wait in long queues, they will have a better experience. And they will show more willingness to return to this environment. Therefore, it is suggested that new stadiums be designed in a way to facilitate the movement of spectators in the stadium. Things like wide corridors, a greater number of toilets, optimal design of seats and seats in such a way that there is enough space between the rows for movement, should be considered in this context. Also, in the current stadiums, it is possible to improve the allocation of stadium space for spectators with small changes. For example, increasing the number of ticket counters prevents long queues of spectators and prevents the spectators from feeling crowded and having an unpleasant experience.
negar gholipour; Hossein Eydi; bahram yosefi
Abstract
Brand is as one of the most important intangible assets of any organization and strategic analysis of brand development barriers in any organization including Iranian Premier League is necessary. Accordingly, the present study analyzed the barriers to the development of the Iranian Premier League brand ...
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Brand is as one of the most important intangible assets of any organization and strategic analysis of brand development barriers in any organization including Iranian Premier League is necessary. Accordingly, the present study analyzed the barriers to the development of the Iranian Premier League brand by combining the Balanced Scorecard approach and the AHP. This study was conducted in two parts: Qualitative and Qualitative. The statistical population of this study consisted of sport management faculty with specialized marketing, soccer experts and experts, as well as executives of the league and football clubs. 18 individuals were interviewed in the qualitative part, and in the quantitative part, 85 individuals were selected as the statistical sample using non-probable judgment sampling (expert opinion). In the qualitative section, 157 labels were identified that influenced the development of the league brand and were then classified into 20 concepts in axial coding. In the quantitative part, the priority of each of the barriers affecting brand development was determined by the hierarchical analysis method, with first the weaknesses was the management structure and the last priority was the perceptual barriers. Applying this model can familiarize managers with the priorities of addressing the barriers to the development of the Iranian Premier League brand and allow for the integration of performance evaluation of the Iranian Premier League brand.
mohsen esmaeili; ali malekian; farshad tojjari
Abstract
The present study is a descriptive method that has been conducted in the field. 760 men aged 18 to 65 years watching the football matches of Persepolis and Esteghlal teams in the Premier League randomly and voluntarily completed the participation measurement scale (Beaton, Funk, Alexandris, 2009). Findings ...
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The present study is a descriptive method that has been conducted in the field. 760 men aged 18 to 65 years watching the football matches of Persepolis and Esteghlal teams in the Premier League randomly and voluntarily completed the participation measurement scale (Beaton, Funk, Alexandris, 2009). Findings based on the dimensions of participation (pleasure, Centrality and badge) and in the form of a continuous psychological model, showed that in Esteghlal and Persepolis football teams, the lowest and highest levels of participation are related to the levels of loyalty (17.2%) and attractiveness (32.2%), respectively. Confirmatory factor analysis showed that the multidimensional participation model is a useful tool for segmenting the audience into different theoretical stages, so event managers can design the appropriate marketing strategies to meet the needs and wants of each segment and move along. Facilitate the chain towards loyalty The overall result of the research shows that the psychological continuum model can be used as a criterion for segmenting sports spectators to guide sports researchers and marketers to design targeted marketing strategies.
