Sustainable Development Strategies for University Sports in Iraq: A Multichannel Marketing Framework

Articles in Press

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

10.22034/sms.2025.144474.1533

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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Main Subjects

Sports Marketing Studies

Articles in Press, Accepted Manuscript
Available Online from 08 December 2025

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