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اخبار و اعلانات

راهکارهای جذب اسپانسرها در والیبال حرفه‌ای ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استاد گروه مدیریت ورزشی دانشگاه محقق اردبیلی

2 استادیار گروه مدیریت ورزشی، واحد مریوان، دانشگاه آزاد اسلامی، مریوان، ایران

https://www.doi.org/10.34785/J021.2021.562

چکیده

حمایت مالی ورزشی از شیوه‌های مهم سرمایه‌گذاری در ورزش و از محورهای اصلی بازاریابی ورزشی است که در سایه آن رویدادها سازماندهی شده و مورد حمایت قرار می‌گیرند. تحقیق حاضر در راستای بررسی راهکارهای جذب اسپانسرها در والیبال حرفه‌ای ایران (مطالعه موردی باشگاه راهیاب ملل مریوان) انجام شد. این تحقیق از لحاظ هدف کاربردی و از لحاظ نوع پیمایشی بود، جامعه آماری شامل تمامی مدیران ورزشی متخصص، مدیران باشگاه ورزشی راهیاب ملل مریوان و مدیران اسپانسرهای باشگاه راهیاب ملل مریوان بودند با توجه به محدود بودن جامعه آماری از روش کل‌شمار استفاده شده است. نتایج یافته‌ها نشان داد که شاخص ساختاری- مدیریتی، شاخص شرایط تبلیغاتی، شاخص بسترسازی حرفه‌ای در جذب اسپانسرها در والیبال حرفه‌ای موثر هستند نتایج آماری کای دو نشان داد شاخص ساختاری- مدیریتی (39/33) با سطح معنی داری آن 004/0، شاخص شرایط تبلیغاتی 82/35 با سطح معنی داری آن 001/0 در جذب اسپانسرها برای والیبال حرفه‌ای اثرگذار هستند. از یافته‌های به دست آمده می‌توان نتیجه گرفت که موانع راهکارهای جذب اسپانسر ریشه در ساختار اقتصادی کشور، برخی مشکلات حقوقی و قانونی، مالکیت دولتی باشگاه‌ها، ساختار و نیروی انسانی دارد.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating Strategies for Attracting Sponsors in Iranian Professional Volleyball

نویسندگان [English]

  • Mehrdad Moharamzadeh 1
  • Mohammad seayvan Nouri 2

1 Professor of Sports Management, Faculty of Physical Education and Sport Sciences. Mohaghegh Ardabili University, Ardabil, Iran

2 Assistant Professor of Sports Management, Department of Sports Management, Marivan Branch, Islamic Azad University, Marivan, Iran

چکیده [English]

Sports financial support is one of the important methods of investing in sports and one of the main axes of sports marketing, in the light of which events are organized and supported. Privatization is a means of improving the performance of economic activities by increasing the role of market forces. The present study was conducted to investigate the strategies for attracting sponsors in Iranian professional volleyball (a case study of the Marivan Nations Travel Club). Methodology: This study was applied in terms of purpose and type of survey. The statistical population included all specialized sports managers, managers of Marivan National Travel Club and managers of sponsors of Marivan Nations Travel Club due to the limited statistical population. The number is used. Results: The results showed that the structural-managerial index, the advertising conditions index, the professional bedding index are effective in attracting sponsors in professional volleyball, and the results of the chi- Squire statistic showed that the structural-managerial index 33) and its level of significance is 0.0044, the index of advertising conditions is 35.82 and its level of significance is 0.000 and the index of professional bedding is 9.52 and its level of significance is 0.146. Given the level of significance gained, it can be said that structural-managerial indicators, advertising conditions can be a good way to attract sponsors for professional volleyball. Conclusion: From the findings, it can be concluded that the obstacles to attracting sponsors are rooted in the economic structure of the country, some legal problems, and government ownership of clubs, structure and manpower

کلیدواژه‌ها [English]

  • Advertising
  • Management Structure
  • Volleyball
  • Sponsor
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مطالعات بازاریابی ورزشی
دوره 2، شماره 2 - شماره پیاپی 6
تیر 1400
صفحه 49-70
فایل ها
هم رسانی
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