Document Type : Original Article
Authors
1 Department of Sport Management and Movement Behavior, Faculty of Sport Sciences, University of Isfahan, Isfahan, Iran
2 Associate professor of Sport management, Department of Sport management and motor behavior, Faculty of Sport Sciences, university of Isfahan, Isfahan, Iran
Abstract
The rising influence of modern marketing on university athletics has created a need for adaptable development strategies. This study developed a sustainable model for university sports in Iraq using a multichannel marketing framework. A qualitative, thematic analysis was performed using MAXQDA software. Data were collected through semi-structured interviews with 14 purposively selected experts in sports management and university athletic administration. Findings identified six strategic pillars supporting multichannel marketing in Iraqi university sports: managerial, educational, technological, cultural-social, economic, and infrastructural-operational. The results show that implementing a multichannel marketing framework can boost student engagement, increase the domestic and regional visibility of university sports, diversify funding sources, and foster a sustainable athletic ecosystem. Among all strategic areas, economic strategies were deemed most vital for long-term growth, while cultural and social approaches were less emphasized.
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