Document Type : Original Article
Authors
1 Postdoctoral Researcher in Sports Management, Faculty of Physical Education and Sports Sciences, Razi University, Kermanshah, Iran.
2 Associate Professor of Sports Management, Faculty of Physical Education and Sports Sciences, Razi University, Kermanshah, Iran.
3 Associate Professor of Creative Industries School of Creative and Digital Industries Buckinghamshire New University
Abstract
Abstract
Purpose: This study investigates the factors that influence sponsorship and financial support in Iran’s women’s sports.
Methodology: This research adopted a qualitative Glaserian grounded theory approach to explore the dynamics within Iran’s sports community. The study’s cohort, limited to 15 participants, was determined by the point of theoretical saturation.It included key figures such as federation heads, coaches, and athletes, alongside corporate leaders, sponsors, and scholars. Data collection was conducted through open interviews, ensuring a breadth of perspectives. The analysis followed a structured three-tiered coding process, facilitating a comprehensive understanding of the intricate relationships and processes that define this sector.
Findings: Various strategies, including fostering an environment conducive to financial sponsorship, enhancing appeal to potential sponsors, revising laws and regulations, providing incentives, improving infrastructure, leveraging media, training specialized staff, and implementing cultural initiatives, significantly contributed to attracting and growing financial support in women’s sports.These strategies positively impacted sponsors’ profiles and the overall women’s sports sector, with successful implementation expected to lead to a thriving and sustainable future for women’s sports.
Originality: This study focuses on the sponsorship and financial support in Iranian women’s sports, a subject that has not been extensively studied. Despite the increased visibility of women athletes, the area of financial aid is still not wellunderstood.This research aims to bridge this knowledge gap by examining the sponsorship environment and its influence on women’s sports in Iran.It offers a unique perspective by analyzing the difficulties and prospects for sponsorship in a socio-politically intricate setting. Through stakeholder perspectives, it provides a detailed view of the challenges and potential strategies, proposing a framework to improve global support women’s sports.
Practical Implications: The findings suggest that, despite socio-political hurdles, women’s sports managers in Iran can create a conducive environment for sponsorship.This involves cultural promotion, media visibility,competition quality improvement, and incentives like tax exemptions.
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